🍃Once you see this, you can’t unsee it.

Did you know?

The image below shows exactly what our footprint looks like.

And once you see it for yourself, it’s impossible to look away. 

Photographer Gregg Segal had one simple but powerful goal: 

To make our waste impossible to ignore.

So he asked his friends, neighbours, and family members to do something very confronting.

He had them lie down surrounded by a week’s worth of their own garbage.

No filters. No edits.

Just a brutally honest snapshot of what we leave behind.

The results are striking and uncomfortable.

Because they show us something we usually choose not to see:

We’re not just creating the problem.

We’re living right inside it.

Globally, we generate more than 2 billion tonnes of waste every year.

Only 19% of that waste is recycled or composted.

The rest gets buried, burned, or dumped into rivers and oceans.

Out of sight doesn’t mean out of impact.

It just means someone else, somewhere else, is dealing with it,  until the system breaks down.

Photo credit: Gregg Segal.

The big idea:

It’s easy to blame consumers, governments or the system.

But change also starts with the choices we make every day.

We need to stop thinking of waste as an inevitable outcome.

And start treating it as a design flaw we can fix.

Because the system isn’t going to fix itself.

But we can rebuild it so it’s smarter and stronger.

So, where do we start?

With something called circular thinking.

We need to redesign the cycle from beginning to end.

And it’s simpler than you might think:

→ Refuse what we don’t actually need in the product.
→ Reduce how much we consume to make the product.
→ Reuse whatever we can of by-products and leftover materials.
→ Repair what breaks instead of tossing it.
→ Recycle only as a last resort and do it right.

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Tip of the week:

Bring circular thinking into your business.

Here’s how to make a real impact:

1. Audit your materials and packaging.
Ask where waste is generated and how it can be eliminated or reused.

2. Design for durability, not disposability.
Products that last longer = waste that shrinks.

3. Offer repair or take back programmes.
Support your customers in keeping products in use longer.

4. Close the loop.
Find ways to reintroduce recovered materials into your supply chain.

Would you like to continue this conversation? Send me a DM on LinkedIn or reply to this email.

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Best,
Jasper.