The latest Generation Awake campaign, 'The Awakeners', focuses on consumers' irresponsible and the unsustainable resource use and how this can lead to social, environmental and economic problems.
The EU-created campaign has been trying to make consumers aware of the effect that our consumption patterns have on natural resources.
The EU's waste recyclability programme has generally enjoyed success, particularly in a few member countries like Germany, yet waste remains an underused resource and, overall, just 40 percent of total waste generated within the EU is recycled. This latest campaign is spearheaded by the video below and urges people to drastically amend their consumption patterns, reuse valuable materials that are otherwise being thron away and recycle anything left over.
One of the seven flagship initiatives under the Europe 2020 campaign, the Resource Efficiency Initiative, launched in 2011. A study prepared for the European Commission estimates that full implementation of EU waste legislation would save 72 EUR billion a year, which would increase the annual turnover of the EU’s waste management and recycling sector by 42 EUR billion and create over 400,000 new jobs by 2020.
To learn more about the reasons for the Generation Awake campaign, visit the website.