I love the idea of a collective mission for rubbish! And it was inspiring to be reminded that it’s been done before, so why couldn’t we do it again? During the war I imagine there were significant economic incentives underpinning the collective effort – businesses could generate new revenue streams and individuals had to reuse because there was no alternative. Do you think the same is needed now, or can our growing consciousness of sustainability challenges be a strong enough driver for change? Look forward to following your next steps!