An EU campaign centred around an interactive website is urging consumers to stop wasting waste and helping them discover the value of waste.
It is part of its ‘Generation Awake’ campaign and the latest phase focuses on the environmental, economic, social and personal consequences of using resources unsustainably.
It has created cartoon characters (pictured) to show the environmental impact of everyday purchasing decisions.
The website reads: “Three bags, one bucket and one bin … one team, united around one goal: to stop the waste of waste. Pleased to meet you, we are The Awakeners!
“When we saw how much waste is going into landfills and how little is being recycled, we went through the roof. So we teamed up to get out the message that waste is a really valuable resource.”
The website shows how waste can be recycled, reused, exchanged and repaired rather than being thrown away and encourages people to take up challenges like cutting food waste and water use.
According to the European Commission, the European waste management and recycling sector could save €72 billion (£59.9bn) by fully implementing the EU waste legislation.