Generation Awake launches new waste campaign!
Helping consumers make sustainable choices is at the heart of the latest phase to the European Commission's 'Generation Awake' campaign. The campaign aims to make consumers aware of the consequences their consumption patterns have on natural resources, illustrating the benefits if they choose to act differently. The campaign’s interactive website, where cartoon characters show the environmental impact of everyday purchasing decisions, is available in all 24 official EU languages. Despite EU-wide recycling targets and successes in certain areas, Europe's waste is still a hugely under-used resource. A study prepared for the Commission estimates that full implementation of EU waste legislation would save €72 billion a year, increase the annual turnover of the EU waste management and recycling sector by €42 billion, and create over 400.000 new jobs by 2020. Anyone can join in, and everyone is encouraged to spread the message: waste which cannot be avoided can become a valuable resource, and saving resources means saving money.