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  • Taking eco-friendly living to the extreme
  • Taking eco-friendly living to the extreme
    KeepCup (2011) ©
CASE STUDY

Zero Wasters: women on a mission to recycle

Zero Waste as a movement is not embodied by festivals, websites or organisations, but by bloggers and YouTubers who have a collective desire for polished beauty and a clean, minimalist aesthetic. How are these extremely eco-conscious consumers minimising their impact on the planet?

Location North America / Northern Europe

Scope
Trash is a big problem. Globally, 1.3 billion tonnes of rubbish is produced each year, and that figure is expected to reach 2.2 billion by 2025. [1] Additionally, humans have produced more plastic in the 2000s than in the last century combined, and garbage ‘islands’ cover 40% of the ocean's surface. [2] And at the domestic scale, the average American generates 4.4 pounds of waste per day. [3]

While the majority of people give little thought to the waste footprint they leave behind each day, there’s a subculture of mostly Gen Y women ...

Canvas8

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