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Ecover and Mr. Men Little Miss are proud to introduce Little Miss Waste Less
Ecover has unveiled Little Miss Waste Less – a new Mr. Men Little Miss character to inspire generations to reduce their impact on the planet by wasting less.
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:
1. Plastic pollution (37%)
2. Protection of endangered species (32%)
3. Food waste (30%)
4. Air pollution (19%)
5. 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.