"Individual responsibility" anti-littering campaigns, most notoriously the 1971 "crying indian" advert, were strongly driven by industries associated with single-use packaging and products which overwhelmingly constituted such pollution. By putting the onus on individual "consumers", the producers were off the hook for responsibility.
Create an economy in which there is nothing to throw away, or in which costs of recovery and recycling are built in to the products themselves and effectively incentivise round-trip material flows, and the problem largely solves itself. Market dynamics tend strongly away from such mechanisms.
Free-market advocates like to point to the general success of anti-pollution, clean air, clean water, safety, and other similar measures in rich Western countries, without acceding in the least that overwhelmingly such progress has come through courts, legal processes, and social advocacy, rather than market mechanisms. Wealth overwhelmingly has shown that it is self-serving power, as Adam Smith noted nearly 250 years ago.
There's a 1967 interview of Ralph Nader by Studs Terkel I've recently run across, and which describes very much what's happening now as it did the circumstances of nearly 60 years ago, though the industries addressed have shifted somewhat. I cannot recommend this highly enough.
https://en.wikipedia.org/wiki/Don't_Mess_with_Texas