Biomaterials such as bioplastics have immense potential to transform industries by offering sustainable alternatives to traditional materials derived from fossil fuels. The phrase "what in the bioplastic?" highlights growing curiosity and awareness around these innovative materials. However, wide adoption faces significant obstacles rooted in existing economic and industrial structures. Capitalism as a system often prioritizes short-term profits and established supply chains, which can hinder the transition to greener alternatives. Companies may hesitate to invest heavily in biomaterials due to higher initial costs, uncertain market demand, or lack of regulatory incentives. Additionally, scaling up biomaterial production requires overcoming technological challenges and securing sustainable raw material sources. Despite these barriers, ongoing efforts by scientists, environmentalists, and innovators aim to normalize biomaterials. Public education and community engagement are critical to changing consumer behavior, encouraging demand for sustainable products. Initiatives like the WITB podcast shine a light on these topics, empowering listeners to participate in the conversation and advocate for systemic change. Making biomaterials a part of everyday life also involves collaboration across sectors—businesses, governments, and researchers must work together to create policies and frameworks that support sustainable innovation. As awareness grows, new business models and market strategies focusing on environmental impact and long-term value are emerging. In conclusion, while structural and systemic barriers exist, the momentum toward integrating biomaterials into daily use is gaining strength. By understanding these challenges and supporting initiatives that promote bioplastics and other biomaterials, individuals and communities can contribute to a more sustainable future.