Rethinking ‘Reduce’

Absolutely upstream

Reduce – it sounds so simple to do. Intuitively, we know that lowering the amount of resources consumed overall can help lighten carbon and ecological footprints. We also know that reducing the collective use of “stuff” can support a more equitable distribution of resources. But it’s easy to get stuck in the “how” of waste reduction. What’s most effective? How can households and decision makers move beyond small actions – like promoting reusable bags or metal straws – to more impactful actions?

So far, popular solutions to address the problems of over-consumption tend to be narrow and less effective in reducing overall consumption. The focus is mainly on reusing, recycling and disposing of products and materials that have already entered into use – and on how we manage the waste created during the phases of extraction, production, transport and consumption. Rarely do we focus on “upstream” considerations – reducing waste at its source by asking whether we need a product or service at all. We have an opportunity to unpack the practices and motivations that drive our resource consumption to begin with – and to explore fresh, creative ways to think about waste.

What do more powerful waste reduction campaigns and solutions look like? And how do we move beyond low-impact actions focused on “doing less harm,” to high-impact actions that improve human and planetary wellbeing? When we “rethink reduce,” we can stretch our imaginations and actions to embrace regenerative practices – ones that make things better and enable flourishing and thriving. We can shift our perceptions on ownership – from static and limited personal ownership, to more fluid and abundant sharing of resources. We can rethink our perspectives on what it means to live a good life. 

The Rethinking “Reduce” solution area unpacks the concept of consumption and waste reduction and explores transformative approaches to lighten our collective ecological footprint. With a focus on cities – where consumption and waste practices collect and collide – the Beacon is developing a framework that strategically thinks about reduce and challenges the cultures and practices of consumption and efficiency. To leverage change, we’re engaging with key actors who have to care about waste, helping them better understand where, when and how rethinking reduce can have the greatest impact on lightening ecological footprints.

This work: 

• Highlights the need to accurately measure the scope of our waste challenges and to identify the highest-impact interventions

• Offers valuable and impactful “reduce” strategies that support lighter ecological footprints that fit in Earth’s carrying capacity. 

• Explores solutions that go “beyond reduce,” including ways to consume resources and manage waste that potentially lead to “net positive” or regenerative impacts. 

• Shares innovative examples of how reduce is already being reimagined and put into action in pockets of industry, policy and social landscapes.  

Ultimately, the goal is to identify a spectrum of reduce strategies that can guide anyone working in the fields of waste, sustainable living and consumption towards more impactful solutions and practical steps forward.