The zero-waste movement rose in popularity around 2018 with the era of the VSCO girl with her Hydro Flask and metal straws, bringing environmental living principles to the forefront of many young peoples’ minds for the first time. The movement itself aims to reduce the amount of trash produced to zero. While this is an incredibly noble goal, particularly in the face of compiling non-biodegradable trash on our planet, in hindsight, the narrow focus on tangible trash fails to take into account many critical metrics of sustainability. The zero-waste movement was invaluable in changing the daily habits of many, but the narrow focus on visible garbage produced overlooks the invisible impacts of our daily decisions.
One of the most memorable parts of the zero-waste movement was the sleek aesthetic it curated, with glossy stainless steel bento boxes, mason jars and bamboo toothbrushes. Zero-waste content online often centered around swaps that people could make that would reduce the amount of single-use plastics they used, highlighting the merits of reusable coffee cups and package-free goods. While encouraging people to carry their reusables with them to avoid having to purchase the single-use counterparts is certainly a positive step for the planet, the superficial side of the movement sullied its reputation as a legitimate agenda.
Some would call Lauren Singer, aka Trash is For Tossers, aka “the girl with the trash jar” one of the faces of the movement. She started a blog in 2014 documenting her journey to a lower waste lifestyle, eventually touting that she was able to fit two years of trash into a single mason jar through her efforts. Upon reflection, this level of zero-waste is extremely unattainable for many people, as it requires sizable financial investment and a relatively unburdened lifestyle.
One of the downfalls of the narrow scope of the zero-waste movement came soon after it reached peak popularity during the COVID-19 pandemic. It became clear to many people that in medical settings, or for a society adapting to a pandemic, some level of plastic waste might be inevitable. Disposable masks, syringes and sterile wrappings all are vital in medical response scenarios, but become waste as soon as they are used.
The importance beyond the impact that a single person can visibly see became more clear as time went on. Since its conception, the conversation shifted from a focus on zero-waste swaps that one needs to purchase, to ways that everyone can take care of the items they already own better to extend the lifespan. Instead of highlighting the glossy Klean Kanteen water bottles they had just purchased, sustainability influencers now focus on the old washcloths they use instead of paper towels and the local cobbler they found who helps repair their favorite shoes.
As the financial impact of the pandemic continues to lead us into a financial recession, “underconsumption core” has become trendy on social media. While some may view this trend as a simple response to rising costs in partnership with stagnated wages, after observing the evolution of the zero-waste movement it seems this trend is a new version of the VSCO girl with her HydroFlask. The trend consists of posting items you still use after years, and ways you make products stretch longer so you don’t have to purchase another one quite yet. Continuing to use items for long periods of time, instead of purchasing something brand new, is almost always the most sustainable option at your disposal. Just like VSCO girls, “underconsumption core” has become a way to bring new people into the world of sustainable living.
A movement like zero-waste becoming popular among a group of teenagers and young adults gives the movement the opportunity to shift the trajectory of participants in a more positive direction for the rest of their lives, if done right. Many people who bought their reusable straws in 2019 when it was trendy still use the same straws to this day, living out the goals that they set for themselves years ago. Now, learning to care for the items in your possession is already trendy, easing the pressure to purchase the shiniest eco-friendly products to be seen as sustainable.