The young couple persuading customers to change their consumption habits

One toothbrush, one drinking bottle, one laundry detergent at a time. Fresh off the press, Parapura is close to a one-stop-shop for any and all items one may need when it comes to practicing a more sustainable lifestyle. It joins a growing number of plastic-free and zero waste stores springing up globally to address the billions of tons of waste generated by our most common purchases. The online store stocks hundreds of stylish eco-friendly alternatives from popular brands such as Georganics, Guppyfriend, UpCircle and many more. All orders are delivered plastic-free, carbon offset and support tree planting initiatives by the leading non-profit organisation Eden Reforestation Projects.

Prior to moving to Zug last year, the pair behind the business ran a growing plastic-free beauty store under the same name out of their London home. "There was an overwhelming amount of rubbish, everywhere, and we just felt we had to do something about it", explain Jenny, 26, and Jordan, 28. "When we decided to move to Switzerland, it was clear that Parapura was coming with us and we’re so excited by the outcome of the relaunch. A lot of people flinch at terms like zero waste and I guess our main message is that it’s not about having to go into extremes, rather taking small actionable steps at a time," adds Jenny.

Comparatively pristine, does Switzerland have a problem to solve in the first place though? According to our research, most definitely. In fact, Switzerland’s Earth Overshoot Day at the start of May this year fell significantly before the global average. This means that if everyone around the world were to use the same amount of ecological resources as us, humankind would require the equivalent of 2.8 earths. Perfectly summarised by Mathis Wackernagel, President of the international research organisation Global Footprint Network, "Climate change and exploding resource demand around the world are converging into the perfect storm of resource insecurity. ‘Fixing our boat,’ whether that boat is our country, city, company, or our own household, is the most obvious way to improve our own chances for a secure future.”

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