"Dig a trench through a landfill and you will see layers of phone books like geographical strata or layers of cake.... During a recent landfill dig in Phoenix, I found newspapers dating from 1952 that looked so fresh you might read one over breakfast."

William Rathje, The Economist, 8 September 1990

The first issue that we are addressing is waste, with a goal of inspiring people to take a moment before throwing something away to consider where it's going. Small moments of consideration can make all the difference.

The problem isn't that people are against recycling, it's that discarding trash has become a non-action psychologically. How do re-comprehend it in the public mind as an action, with consequence?

What gets thrown away doesn't go away