Creating zero waste starts with mindful consumption.

​

Modern consumer culture promotes false myths that encourage us to buy and use endlessly. It tells us that success comes by comparing ourselves to others, that we're not good enough as we are, that satisfaction can be bought. 

​

Apart from making us unhappy and creating a wealth gap among the world's people, these false beliefs and the mindless behaviors they perpetruate are destroying our planet.  

​

Fact: Since the 1970s, 50% of the world's biodiversity has been lost. *That's half of the millions of life forms that took billions of years to develop -- in less than 50 years, much of it due to human activity. Better fact: In just 5 years movements such as Meatless Monday have been able to reduce XYZ.

​

Mindful consumption works, but it only works if we do it together. Isolated effort keeps us divided and mute and makes change slow coming. Weekly coordinated action leverages cognitive biases such as 'group think' to motivate people to take action. It also sends a clear message to governments and corporations with the power to effect change on a mass scale by placing economic pressure to provide solutions.

​

Imagine the impact of a day a week where we all choose less, X less, Y less, Z less. It's only impossible if you believe it is.