They all embrace a sleek modern aesthetic over the crunchy hippy stereotypes of yore.
Most of these women trace their lightning bolt moment back to Bea Johnson – a charismatic 42-year-old mother of two from the wealthy enclave of Mill Valley California.
Outspoken – French and with a taste for a stark minimalist aesthetic Johnson solidified her status as a zero-waste lifestyle guru in 2013 with the publication of Zero Waste Home: The Ultimate Guide to Reducing Your Waste.
Ariana Schwarz 27 runs the Paris-to-Go zero waste blog.
As a sustainability major Schwarz was frustrated by the focus on theory over meaningful lifestyle changes.
Then her geology professor sent her a copy of a Sunset magazine feature about Johnson and her 16oz jar of trash.
‘Here was a woman actually living as sustainably as possible’ Schwarz says.
Inspired she completed a school project – living zero waste for a month – then three months and then a year.
‘Once I realized how easy it was it kind of stuck with me’.