The A–Z of 2025 Cultural Insights: W is for Waste

Square Holes | July 10, 2025 | Behaviour

In 2025, waste is no longer just a by-product—it’s a signal. It tells us what we value, how we consume, and whether we’re designing for permanence or disposability. Waste now touches every sector, from fashion to food, from data to time. This shift is not just about managing trash—it’s about rethinking systems, behaviours, and cultural norms. In this twenty-third edition of the A–Z of 2025 Cultural Insights series, we dive into how “waste” is being reframed—from problem to resource, from shame to opportunity.

Five Waste Trends Defining 2025

1. Circular Culture and the End of Disposability

Circularity is becoming a core cultural value, not just a supply chain fix. According to the Ellen MacArthur Foundation, interest in circular business models rose by 48% between 2022 and 2024, driven by consumer pressure, regulation, and resource scarcity (EMF, 2024). Startups are innovating closed-loop systems for fashion, electronics, and packaging—emphasising repair, re-use, and re-materialisation.

2. Food Waste is a Climate Issue

In 2025, food waste is recognised as both a moral and environmental crisis. The UN Environment Programme estimates that 931 million tonnes of food are wasted globally each year, contributing to 8–10% of global greenhouse gas emissions (UNEP, 2023). Solutions include dynamic pricing, edible packaging, and regenerative farming that revalues “imperfect” produce.

3. Digital Waste and Data Exhaust

Every click leaves a footprint. Cloud storage, NFTs, and AI training models are drawing attention to the environmental toll of digital clutter. A report by Greenpeace and the Shift Project highlights that digital technologies now account for nearly 4% of global CO? emissions, and rising (The Shift Project, 2023). As a result, companies are exploring “data sobriety”, digital decluttering, and low-impact AI.

4. Fashion’s Waste Reckoning

Fast fashion’s waste crisis is under global scrutiny. The Global Fashion Agenda reports that 92 million tonnes of textiles are discarded annually, and most are neither recycled nor reused (GFA, 2024). In response, resale platforms (like Vinted and The RealReal), digital wardrobes, and “take-back” programs are scaling rapidly. Transparency in textile origins and end-of-life pathways is becoming a standard consumer expectation.

5. Time Waste and the Anti-Hustle Movement

Culturally, waste is now being redefined beyond materials. The commodification of time—especially under hustle culture—is facing resistance. More people are opting for sabbaticals, digital detoxes, and unstructured leisure. A 2024 McKinsey & Company study found that 57% of professionals under 40 now prioritise “time autonomy” over salary in job selection (McKinsey, 2024). In a world of overload, wasting less means doing less—with intention.

Key Takeaways for 2025

Waste is being redefined as a systems failure, not personal flaw, calling for structural solutions.
Circularity is emerging as a design principle, with regeneration replacing recycling.
Digital waste is gaining cultural visibility, prompting a shift toward “data ethics.”
Fashion, food, and tech are being held accountable for their afterlife, not just their creation.
The value of time is being reclaimed, with less equated to more meaning.

Looking Ahead

Waste tells a story about what we leave behind—and what we fail to see. In confronting waste, we confront the very architecture of modern life. Next week, we turn to “X”—will it be Xenophilia, XR, or Xchange? Stick with us as we near the alphabet’s end.

Sources & Further Reading

Article by ChatGPT | Fact-Checked by ChatGPT

Further checks by Mahalia Tanner

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