One day, after questioning the life cycle of our household waste, I came across the life-changing book Zero Waste Home by Bea Johnson. Bea’s ideas inspired me and my family to adopt the zero waste lifestyle. Her blog is a perfect example of a successful online campaign that has created a movement.
I have always been interested in preserving our planet, but living zero waste goes so much deeper. I have shifted my mindset and behaviour to focus more on the things that bring joy to life, and less on buying stuff.
“The simple concept of zero waste is to prevent rather than divert trash, but at its core it’s about valuing and taking responsibility for goods we bring into our lives — replacing a linear system whereby goods are designed for discard with a circular system whereby goods are built for longevity and recirculated for as long as possible.” – Colleen Patrick-Goudreau
I find many in-person opportunities to share what I have learned on my journey. In preparing to move conversations online, I have found there is a growing community embracing the lifestyle and supporting others to experience the benefits. Authors share their unique realities through telling stories and creating online support communities using a variety of tools.
Following a scan of Facebook, Pinterest, Instagram, YouTube and personal blogs about waste-free living, I believe my audience would be predominantly female. I would estimate an age range between 25 and 45 years. Although there are a variety of family types engaging in the topic, I would target busy moms as I fit into this category and can relate to them. Although anyone can adopt the lifestyle, educated, professional and business women juggling career and family life stand out as engaged in the topic.
Common lifestyle preferences are evident. Interest in environmental issues and sustainability is common, as well as a yearning for simplicity in a busy world. “Zero-wasters” are future-thinking and welcome change for the greater good of their families and society. My target audience would value family, knowledge, practicality, sustainability, a healthy lifestyle and believe that an idea can change the world.
Google trends indicates people interested in the topic care about many aspects of reducing waste in their lives, but there many searches on disposable products and where to find sustainable alternatives. This is a common theme online and a great first step for those interested or new to the lifestyle.
Analyzing the online activity of a zero waste audience gave me powerful insight into who they are, what they care about and how best to reach them.
What one change could you make to reduce waste in your life? Check out the blog Trash is for Tossers for some great ideas.
Zero Waste Home. (n.d.). Zero Waste Home [Blog post]. Retrieved March 24, 2019, from https://zerowastehome.com/about/book/.
Colleen Patrick-Goudreau. (n.d.). From Consumer to Owner: A Zero Waste Mindset [Blog post]. Retrieved March 24, 2019, from https://www.colleenpatrickgoudreau.com/zerowaste-mindset/.
Trash is for Tossers. (n.d.). Easy Changes [Blog post]. Retrieved March 24, 2019, from http://trashisfortossers.com/category/easy-changes/.