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Research has revealed that more than 183 million items of kids’ clothing that are thrown into landfill annually*.
Ahead of World Book Day (2nd March), when children nationwide dress as their favourite book characters, eco-friendly cleaning brand Ecover is on a mission to end wasteful costume purchasing, all while educating young people on the importance of embracing positive eco-habits!
Little Miss Waste Less has recently joined the Mr. Men Little Miss family – created in partnership with Ecover (press release below). The new character, whose motto is ‘waste not, want not’, helps Little Miss Scatterbrain clean up her messy home and uses Little Miss Inventor’s recycling machine to separate rubbish – all with the aim of educating young and old generations alike on the importance of reducing plastic waste, for the sake of our planet.
In time for World Book Day, Ecover has launched a free costume so children can dress up as Little Miss Waste Less – whilst creating minimal waste!
To dress up as Little Miss Waste Less simply:
- Download a FREE flower template, available on ecover.com/littlemisswasteless, print and cut out the flower and headband
- Pop on some blue clothes
- Grab an empty plastic bottle out of your recycling bin as your all-important refilling vessel
- Don’t forget to tell all your friends about how easy it is to get refilling!
Press Release
Little Miss Waste Less can be read for free online. A free copy of the book for a school, library or children’s group can be requested by contacting: hello@ecover.com
Ecover and Mr. Men Little Miss are proud to introduce Little Miss Waste Less – a brand new character who, as her name suggests, does not like waste.
Created exclusively by Adam Hargreaves, son of creator Roger Hargreaves, the character is on a mission to inspire generations as she helps fellow Mr. Men Little Miss characters reduce their plastic waste.
This comes as research reveals 91% of parents are actively looking to implement positive sustainable habits for their children’s sake
Read the full Little Miss Waste Less book at www.ecover.com/littlemisswasteless
The Little Miss Waste Less story features a line-up of familiar Mr. Men Little Miss characters as they learn how to reduce their plastic waste by refilling and reusing.
The creation of the character – who represents the Earth with her blue body and green ponytail – comes as parents cite feelings of concern (47%) and worry (39%) over the impact their day-to-day actions have on the health of the planet for future generations. A mere 17% feel hopeful.
These feelings have led to the overwhelming majority (91%) of parents actively looking to implement positive sustainable habits, with one of the biggest lifestyle changes reported to be making a conscious effort to reduce single-use plastic usage (62%).
It appears to be the younger generation that are igniting their parents’ commitment to combating plastic waste, as the majority (64%^) agree their children influence their own sustainable habits.
When investigating children’s climate concerns, Ecover found over a third (37%) of parents report their children mention environmental concerns on a daily up to a weekly basis, with 51% stating their child has expressed concerns over plastic waste more frequently than other topics, such as air pollution and habitat protection.
Top five environmental issues parents reported their child/children are passionate about:
- Plastic pollution (37%)
- Protection of endangered species (32%)
- Food waste (30%)
- Air pollution (19%)
- Habitat protection (18%)
An Ecover spokesperson, said:
“The next generation is one of the greatest opportunities to fundamentally drive the system change needed within our society to protect the future of our planet.
“Here at Ecover, our goal is to empower people of all ages with the tools and knowledge to make reusing and refilling as easy and accessible as possible.
“We hope this book provides a useful educational resource, encouraging everyone to be a little more like Little Miss Waste Less.”
Created exclusively by Adam Hargreaves, son of creator Roger Hargreaves, Little Miss Waste Less joins the iconic Mr. Men Little Miss series, that continues to captivate a new generation of fans with each passing decade.
Silvia Figini, COO of Sanrio EMEA, India and Oceania Mr. Men Worldwide, said:
“We truly believe in the power of storytelling to ignite behaviour change. Mr. Men Little Miss tales have always been about identifying yourself, and Mr. Men Little Miss characters, like all of us, sometimes struggle to stay on top of the amount of plastic waste in their homes.
“It was a joy to work with Ecover on the development of Little Miss Waste Less, as she shares her wisdom and simple habits to reduce waste that anyone can adopt to reduce their impact on the planet.”
With the majority (63%) of parents sharing concerns that young people aren’t taught tangible ways to reduce their environmental impact, and 64% seeking a way to educate their little ones on how to protect the planet without worrying them, Ecover has gifted 1,000 physical books to Children’s Book Project who will distribute to over 100 schools in the UK.
The ambition is to increase access to Little Miss Waste Less’ story, inspiring as many people as possible to waste less for the sake of our planet.
Head over to www.ecover.com/littlemisswasteless to read the Little Miss Waste Less book.
*UNCTAD article: https://unctad.org/news/un-
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