Loop taps into the trendy and aspirational zero waste movement, in which consumers obsessively catalog their household’s output and try to get it down to the volume of a mason jar. Vowing to minimize one’s consumption and waste is a natural reaction to seeing viral photos of sea turtles strangled by beverage rings and a seahorse wrapped around a Q-tip. Well, it’s a natural reaction if you feel like the only power you have is over your family’s grocery shopping list—because you’ve been systematically blocked from decision-making positions in government or consumer product corporations.