New Year, Same Shit — Our CEO and Best Believer inspiring New Year message


The culture of waste entered our societies unrestraint convincing the general population that it was a sign of progress. It’s our generations challenge to make this economic progress based on zero waste policies. Companies that grow value on zero waste need to gain power so that companies based on carbon compensations or no compensations stop becoming so important and continue to ignore their responsibilties. 

Plastic has just been around for 100 years, so do we really need it that much that every year eight million metric tons of plastic waste enter the oceans causing environmetal and bio-diversity catastrophe? This is equivalent to one garbage truck’s worth of plastic being dumped into our oceans every minute.

Among many other consequences, the pandemic triggered an estimated global use of 129 billion face masks and 65 billion gloves every month resulting in serious mass environmental contamination. Most gloves and masks end up in our rivers and oceans, for which, even if we manage to come up so fast with a vaccine, there is still no solution available to recycle such items. Is there really no possible solution or no one even bothered to give it a thought because it is easier this way?

We need leaders who understand that nature and quality of life shouldn’t be for sale.

According to the European Commission, changes in environmental conditions lead to impacts on the social and economic functions. We need leaders who understand that nature and quality of life shouldn’t be for sale.

Our daily choices were never so important as they are today. We must choose better, demand alternatives and change our day to day choices including consumption, notion of fashion and also about what we eat. Let’s not content ourselves with the immediate, easy options and specially not close our eyes and ignore the consequent potential damages. We must demand more access to information and transparency. We must raise our voices when the choices are not enough and if so, don’t choose at all! 

We are the only ones who can change our reality, starting by changing ourselves.

This year, choose different! Be the change!