Waste-less-ness. The new mindfulness?

Initiatives for reducing and recycling waste are now hitting mainstream. Just recently Ekoplaza introduced its plastic free aisle with 700 products in Amsterdam that are free of plastic packaging. This is the first Ekoplaza shop to implement this measure, but soon this will be done in all 74 stores. It remains a question if other supermarket chains will follow. The good news is that we see these waste-less kind of initiatives growing.

Redefine what’s possible

In the past, society has not always looked enough at economic value loss and negative externalities. However, by rethinking life cycles and product designs we can effectively use the right materials where needed. Innovations such as plastic free aisles in supermarkets, Plastic Whales Day trips, 3D printed furniture are good examples that redefine what’s possible. The Perpetual Plastic Project even goes so far to give a second life to your garbage while standing next to the 3D printer. These inspirational initiatives are frontrunners that are shaping a Circular Economy.

Barriers for recycling from a consumer perspective

Small initiatives can have a big impact. However, as nice as these initiatives by small and large organisations may be, even as an engaged citizen it remains hard to do what’s best. Consumers want to do good but are confused too. Does it have impact if I recycle my plastic? Or, is it still all disposed in the same container? Because municipalities and organisations experiment and have different ways to deal with their waste treatment, there is up till now not one clear answer to what is best. Clearly, easy-to-understand information about how to ideally recycle, at this time, seems like a good step in the right direction. But do people actually care enough?

Make them care

It’s often said that consumer awareness remains low and only exists within a small percentage of consumers. However, building on growing consumer awareness is something G-star Raw for the oceans campaign and Tony’s with their Slave Free Chocolate have successfully done. For example one of the outcomes of the collaboration between Pharrell Williams and G-star was a video game you can play on your mobile devices, it’s called “Battle for Big Blue”, and features a plastic-collecting octopus. The goal is to collect as much plastic as possible while avoiding various marine adversaries, the game is set to a soundtrack by Pharrell. Using gamification for awareness is an important tool that can be used for making consumers care.

Set the right direction for change

Focusing on positive impact means focusing on the entire implications of your organisation’s actions. Fronteer supports organisations that are aware of this changing world to collect existing information and set the right direction for positive change. Together we can make waste-less-ness as big of a trend as mindfulness. Want to learn more about this movement? Do not hesitate to get in touch.