# Waste Reinvented Consumers are embracing new by-products from established brands. By [Annahita Yousefi](https://www.trendhunter.com/annahita%40trendhunter.com) | Published May 4, 2017 | Category: [Eco](https://www.trendhunter.com/pro/category/environmental-trends) Source: Trend Hunter, https://www.trendhunter.com/protrends/waste-reinvented ## Key Figures - Trend score: 4.3/10 - Evidence articles: 6 ## What is the Waste Reinvented trend? **Waste Reinvented:** From alternative vegan leather to gourmet edible sportswear and biodegradable packaging; companies are reaffirming eco-conscious mandates by reinventing their compost into feel-good products. As Generation Y and Z consumers continue to push conscious capitalism as a norm, smart brands are going one step beyond this by incorporating waste reduction strategies into product development. ## At a Glance - Evidence: 6 featured examples - Articles from: Mar 31, 2016 to Jul 13, 2018 - Published: May 4, 2017 - Patterns: [Cyclicality](https://www.trendhunter.com/pattern/cyclicality), [Reduction](https://www.trendhunter.com/pattern/reduction) - Megatrends: [Instant Entrepreneurship](https://www.trendhunter.com/megatrend/instant-entrepreneurship), [Naturality](https://www.trendhunter.com/megatrend/naturality), [Artificial Intelligence](https://www.trendhunter.com/megatrend/artificial-intelligence) ## Audience - Gender: 50% men, 50% women - Primary generations: Gen Z, Millennial, Gen X - Top markets: North America, South America, Europe, Asia, Africa ## Themes within the Waste Reinvented trend ### Upcycling and Repurposing Waste Sustainable brands are incorporating waste reduction strategies into product development by repurposing materials that would have otherwise been thrown out. ### Plant-Based Alternatives In response to a rise in plant-based eating, brands are creating meat, egg, and leather alternatives made from plants and other natural materials. ### Circular Economy Companies are minimizing waste by upcycling and regenerating materials, such as ocean waste, into fashion and other products. ## What the Waste Reinvented trend means for industry ### For Sustainable Fashion Brands are using upcycled and plant-based materials to create eco-friendly clothing and accessories to appeal to conscious consumers. Opportunities exist for companies to explore innovative production techniques to minimize waste and pollution. ### For Food Industry Food and beverage businesses can explore innovative uses and alternative sources for by-products of their production process, such as vegan mayonnaise made with aquafaba, to meet the growing demand for plant-based options. ### For Packaging Industry In response to the push for conscious capitalism, brands are developing eco-friendly packaging solutions using plant-based, biodegradable materials to minimize waste and pollution. Innovations in production processes and materials can create disruptive opportunities in this industry. ## Workshop question How can your brand cater to consumers' increasing desire to make more eco and socially conscious purchasing decisions? ## Trend signals for Waste Reinvented Trend score 4.3 out of 10, from popularity 64%, activity 59%, freshness 8%. - Popularity: 64% - Activity: 59% - Freshness: 8% ## Examples of the Waste Reinvented trend 6 featured examples from Mar 31, 2016 to Jul 13, 2018. - [Upcycled Designer Swimwear](https://www.trendhunter.com/trends/adidas-and-aquafil): adidas and Aquafil Have Teamed Up to Design Sustainable Swimwear (Category: Eco) Implication: Fashion brands can explore upcycling and using regenerated waste to create sustainable clothing and accessories. - [Upcycled Ocean Plastic Bags](https://www.trendhunter.com/trends/want-les-essentiels): WANT Les Essentiels Introduces a Collection of Eco-Friendly Bags (Category: Eco) Implication: Fashion brands can leverage sustainable design practices and materials to appeal to environmentally conscious consumers and promote the development of a more eco-friendly industry. - [Plant-Based Wine Leathers](https://www.trendhunter.com/trends/alternative-leather): VEGEA Makes Alternative Leather with Fibers from Grape Skins and Seeds (Category: Eco) Implication: The fashion industry can explore the use of VEGEA's wineleather as a stylish and sustainable alternative to traditional animal leather. - [Plant-Based Packing Peanuts](https://www.trendhunter.com/trends/packing-peanuts): Lush Cosmetics' Packing Peanuts are Biodegradable (Category: Eco) Implication: The rise of eco-friendly packaging materials presents a disruptive innovation opportunity for the packaging industry to develop and produce sustainable packaging solutions. - [Plant-Based Sandwich Spreads](https://www.trendhunter.com/trends/vegan-mayonnaise): Sir Kensington's Vegan Mayonnaise is Made with Aquafaba (Category: Eco) Implication: The food and beverage industry can capitalize on the trend of plant-based mayonnaise and other vegan condiments, creating new products that appeal to the growing demand for altern… - [Eco Fabric Scrap Accessories](https://www.trendhunter.com/trends/socks-and-underwear): The Arvin Goods Socks and Underwear are Made without Water Use (Category: Eco) Implication: The fashion industry can explore using fabric scraps and closed loop manufacturing processes to create sustainable and eco-friendly products. ## Recent trend clusters - [Assisted Choices](https://www.trendhunter.com/protrends/weight-loss-medication-support) (Lifestyle) - [Storyline Sips](https://www.trendhunter.com/protrends/themed-drink-menus) (Lifestyle) - [Bedtime Cocoon](https://www.trendhunter.com/protrends/sleep-sensory-blocking) (Lifestyle) - [Source Signatures](https://www.trendhunter.com/protrends/oak-finish-whiskey) (Lifestyle) ## Trending in Eco - [Jewel-Toned Fall Apparel](https://www.trendhunter.com/trends/quince-silk) - [Compostable Coffee Pucks](https://www.trendhunter.com/trends/compostable-coffee-pucks) - [Intelligent Private Grids](https://www.trendhunter.com/trends/ara-core-powers) - [Compact Electric Family MPVs](https://www.trendhunter.com/trends/compact-electric-family-mpvs) All articles: [Eco](https://www.trendhunter.com/eco)