Living in a well-developed Western society in 2021 goes hand in hand with consuming a lot of stuff. We need to feed ourselves to live and we are lucky to have access to a wide range of resources to nourish ourselves. We need energy to power our houses, clothes to protect our bodies and tools to aid us with whatever tinkering takes our interest. Sadly, our consumption isn’t always sustainable. 

As a planet, we churn out 2.01 billion tonnes of waste every year, with over 33% of which not being dealt with in a manner deemed environmentally safe (World Bank Group, 2020). Each resident of Aotearoa pumps around 401kgs of waste into our landfills every year. That doesn’t take into account our workplace waste or the rubbish we produce when we are out and about. This brings the figure closer to 735kgs per person annually.

Without familiarising ourselves with the hard data, many of us are attempting to reduce our waste output. Tackling our waste can look a number of ways and even small steps make a big difference; this could mean finding alternative products or simply minimising our consumption of goods and services. Ethical consumption is when our decision-making, purchases and consumption experiences are influenced by our ethical concerns. Making sustainable choices can be defined by looking at many factors. 

• Environmental - Will this decision aid in the conserving of our natural resources?

• Social - Will this decision aid in the equal distribution of benefits and reduce levels of poverty?

• Economic - Does this decision make financial sense and provide longevity?

• Cultural - Does this impact anyone else’s cultural background?

• Institutional - Does this require a shift in thinking?

Luckily being sustainable in these areas has become an important goal for many businesses. Many consumers really care about where their products come from and what was involved in the production, consumption and waste associated with each item.

At times society has been guilty of adopting a ‘throw-away’ culture. This means our desire for convenience has been prioritised over environmental protection. Ethical and sustainable consumption is mainly accessible to those who hold rather privileged statuses in society; sustainable goods often cost more and this plays into our waste problem. Unfortunately, not everyone can afford to totally switch up their buying habits, despite desperately wanting to. For example, reaching for Fairtrade chocolate rather than more harmful alternatives often comes at an unattainable monetary price for many consumers. It is fundamental that our resource chains make a range of sustainable choices available for all classes of people.

So what exactly is zero waste?

The Zero Waste International Alliance has defined Zero Waste as the sustained effort to conserve our natural resources “by means of responsible production, consumption, reuse and recovery of products, packaging and materials without burning and with no discharges to land, water or air that threaten the environment or human health”. (Looks like the proposed Waste-To-Energy plant set to hit Waimate is sh*t out of luck when it comes to achieving their Zero Waste goals). Zero Waste is a concept that aims to keep as little waste hitting our landfills as possible. Often this sees people changing their lifestyles to follow a more natural cycle which utilises everything at their disposal. Materials that may otherwise be thrown away, are repurposed or seen as resources for others to use.

New ‘consumption identities’ have emerged that involve a range of alternative behaviours designed to reduce waste;

• Resistance - not buying stuff that is known to be bad for the environment. No longer choosing to support businesses that do not prioritise sustainability

• New consumption communities - coming together with others to buy in bulk, source goods directly and support one another to seek out the best products

• Minimalism, voluntary simplifiers and/or non-consumption -reducing use of products and stripping back to bare essentials

• Ethical consumption, questioning every purchase for needs

• Zero waste consumers

No matter what level of commitment is applied to the waste minimisation lifestyle, the decision to change consumption habits can be linked to some core values. Material simplicity, self-determination, ecological awareness, social responsibility, spirituality and personal growth. If you find yourself to be reading this blog, pat yourself on the back. You probably hold yourself to one or more of these values, which is why at Res.Awesome we love our readers and those who follow along with our journey.

This minimalist, sustainable lifestyle sounds pretty idyllic but it is important to note there are still barriers in the way for those who are attempting to realise their zero waste goals. Many products are being communicated to consumers as though they are good for the environment, even if they are not. This is called ‘greenwashing’. It is a ploy to encourage consumers to spend their money on items by luring them in with false implications of ethics or environmentalism. Honest marketing is essential to giving consumers autonomy over their bodies, homes and environmental impact. Other barriers impeding sustainable consumer practices are;

• Increasing economic activity

• Rampant consumerism

• Globalisation

• Commercialisation

• Population growth 

Many of these factors have led to an increase in waste generated by society. Throwaway culture sees products endlessly produced and then discarded after one relatively brief use. Consumerism encourages us to chase an obsession with the newest items we can find - as if they hold greater value than cherished or preloved items. In NZ we discard around 15.5 million tonnes of waste each year with the majority being sent to landfill. Landfills are hotbeds for damaging gases that contribute to climate change, mainly methane. Waste incinerators create flue gases and often toxic solid residues.  Burning and burying waste is just not a safe or sustainable way to move forward. 

The current waste cycle follows a linear system that goes as follows; raw material extraction —> manufacturing of goods —> sales —> consumption —> disposal. Zero Waste aims to demolish this cycle and replace it with a more wholesome circular economy where all products are designed to last and be reused. The zero-waste movement prioritises sustainable production and consumption, optimum recycling, resource recovery and restricts mass incineration and landfilling. Zero Waste is a new perspective that sees what once was considered rubbish as a resource. This movement embraces opportunities to be more creative with the design and production of our consumable goods. The effortless regenerative cycle that nature seems to follow is something we can model in the production of our necessities. Closed loop cycles are better for the planet as they utilise materials indefinitely, eliminating the need for harmful and outdated waste removal efforts. 

If you are interested in minimising your waste, head to our online store where you can purchase a range of products designed to help you reduce rubbish in your home. We are always on the look out for great products that align and always do our research on them, so you can be assured your getting a high quality, un green washed product. We also have a Reuse Revolution Guide available for purchase, which is jam-packed full of hot tips that will get you closer to your waste-free goals!

Researched + Written by Erin Cox
Research partly provided by Mikaila Ceelen Thomas

Edited by Fi Clements