Ülemiste Centre and ZWEE launch a campaign to change consumption habits

The International Day of Zero Waste, observed on March 30, highlights the world’s unsustainable consumption and production practices and the urgent need to reduce waste across all sectors. This year, the day focuses especially on the environmental impact of the fashion and textile industry and the need to transition towards a circular economy in this field.

The aim of the campaign is to raise awareness about ways to reduce textile waste and highlight the repair, cleaning, and reuse services available at Ülemiste Centre.

“The textile industry is one of the biggest polluters in the world – every second, a truckload of clothes is either burned or sent to landfill,” said a representative of Zero Waste Estonia. “Our individual choices matter – by choosing high-quality, repairable, and reusable products, we can significantly reduce our environmental footprint.”

Tiia Nõmm, Head of Marketing and Corporate Responsibility at Ülemiste Centre, adds:

“For us, it’s important that a shopping centre is not just a place to buy things, but a space that helps shape more conscious consumption habits. Extending the life of textiles and caring more thoughtfully for our wardrobes doesn’t mean giving things up – it means making smarter choices. We’re excited to collaborate with Zero Waste Estonia to bring these messages to Ülemiste visitors in a direct and engaging way.”

The campaign uses bold and thought-provoking visuals to draw attention to how much of the clothing in our wardrobes remains unworn – and how little of what is produced actually serves its intended purpose. Many garments never even make it off store shelves – they go unsold, are stored away, or destroyed.

Although Zero Waste Day itself lasts just one day, its impact reaches much further.

Ülemiste Centre is launching a longer-term campaign alongside it, titled “Care More, Wear Longer”, aiming to highlight the importance of extending product lifespans and making more conscious consumption choices. Throughout the month, visitors to the centre will have the chance to learn more about the various services and opportunities available that help reduce waste.

According to Marianne Sepp, CEO of Zero Waste Estonia, it is especially significant that a shopping centre — where fashion retail is a core part of daily operations — is willing to take responsibility and support a campaign like this.

“This shows that change is possible when sectors collaborate and take their role in the bigger picture seriously. We have more clothing than ever before—now it’s time to learn how to care for and respect it,” she added.