Throw away culture? There is no ‘away’

This morning I listened to George Monbiot on @doubledownnewstalking about how Consumerism is tangled around and through the most odious and self-destructive of human behaviours.⁠
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He talked about how we use the words 'throw away' saying 'there is no away' that when we throw something away it still exists it's just moved to another part of the world where it is buried or burned with all the associated problems of those processes.⁠
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It was a small but powerful reframe for me and not totally comfortable, yes I have an e-bike and am going car-free, yes I rarely fly but I have a 15 year career in FMCG behind me where I have invited people to buy and consumer stuff.⁠
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There is no simple answer for me except to not switch off, to feel the feelings and work out my part incrementally. To support creative founders that are building sustainability into their business models and making truly disruptive products.⁠
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Current favourites include @ternbicycles @kankan_london@we.are.spruce what are yours?⁠