People may be attracted to the idea of zero waste (or minimalism) for different reasons. This might make movements like (ethical fashion, sustainability, zero waste, minimalism, low impact etc.) seem like new ideas because perhaps they require a process of unlearning and are new-to-you, but living “zero waste” has been around forever.

The idea that taking care of the planet, our home, is new or only for certain people is not true. And the way some ethical movements are getting marketed makes it seem like there’s a rule book or that using what you already own is not good enough- that you need all these new things to do it “right” or be sustainable, which is kind of ironic. Producing less waste is about consuming less and using what you have, not acquiring more without reason.

If a certain movement seems off putting, we need to question what it is specifically that we take issue with, and if we’re not sure, to find out more even if it feels uncomfortable. If something is marketed in a way that doesn’t appeal to you, it doesn't mean the larger idea should be rejected altogether, it means we should question what exactly we have an aversion to. If the marketing is problematic and doesn’t represent the idea, then it’s the marketing, not the idea. It also means we need more voices with different perspectives presenting these things in ways that resonate.

My grandmother during the depression tied bits of rope together to make longer rope because they thought there might never be any more rope. While that was a "zero waste" response due to lack, now we’re often reducing due to excess, as a reactive rather than preventative action.

There's a growing awareness that mindless consumerism as a pursuit to happiness is not working and has had catastrophic effects on people, animals and the planet. But however new or controversial some aspects of “Zero Waste” may seem, it’s not new, it’s just being presented in certain ways for different reasons.