A global mission to create plastic free rivers
In the most recent episode of Trend TV's Z-Impact Pioneers series, viewers are introduced to the scale of the plastic pollution challenge and to the people working every day to solve it. Filmed in the botanical garden of Meise, Belgium, the episode features founder Thomas de Groote as he reflects on the journey that shaped River Cleanup from a simple idea into an international movement. His message is direct. Every day 10 million kilos of plastic enter rivers and natural environments worldwide. Action is urgent, and everyone has a role.
From a simple idea to a global movement
River Cleanup began with a clear vision focused on clean rivers and community involvement. What started as a small initiative quickly transformed into a global network of volunteers, partners, and supporters. Today more than 330,000 people have taken part in River Cleanup activities across 101 countries.
Thomas shares how one small decision became an important turning point in the River Cleanup story. While checking if the name “River Cleanup” was available on Instagram he paused for a moment, unsure whether one person from Belgium could make an impact on a global issue. He chose to act and that symbolic click grew into a worldwide call for clean rivers.
Beyond cleanups toward lasting change
Cleanup actions remain an essential part of River Cleanup. Yet experience shows that collecting waste alone cannot solve the problem. Plastic often returns within days or weeks. True progress comes from addressing the source.
River Cleanup works through the three connected pillars of it's Clean River Model: empower people, prevent pollution, accelerate change. River Cleanup tackles the pollution problem by engaging communities, supporting behavior change, and empowering people to choose reusable alternatives. On a larger scale River Cleanup collaborates with governments and companies to strengthen policies, reduce plastic production, and create long-term environmental solutions.
The ambition is clear and bold. Make 1000 rivers plastic free by 2050.
The entrepreneurial spirit behind the mission
The Z-Impact Pioneers interview also highlights the realities of growing an international impact organization. Reporting requirements can be complex, overhead limits can restrict growth, and finding the right team members can be challenging. Thomas explains how these experiences shaped a simple lesson: trust intuition and choose people who share a deep sense of purpose. More and more individuals seek meaningful work, and that shift continues to strengthen the River Cleanup community.
A vision for the future
When asked about the long-term ambition for the organization, Thomas offers a hopeful perspective. One day River Cleanup should no longer be necessary. By combining prevention, education, and policy change, society can reach a point where plastic pollution no longer reaches rivers at all. Until then the team remains dedicated to the goal of 1000 plastic free rivers by 2050, confident that it can be achieved with collective effort.
Watch the full interview
The Trends TV Z Impact Pioneers episode offers an inspiring look behind the scenes of River Cleanup’s work and the passion that drives it. We invite you to watch the full interview on YouTube and learn more about the story behind our mission.