Graydon Lawson knows that little changes can make a difference. He is the founder of ReduceWasteNow, an impact-focused social enterprise that offers sustainable solutions for people who care for future generations, the well-being of animals, and who want to do their part in the fight against climate change. His mission is to help hundreds of thousands of everyday people make an impact by helping the environment on an individual level. However, he explained that in 2018, he founded his project for the wrong reason.

"I first started ReduceWasteNow solely to build an audience," he wrote on his website. "At the time, I was creating my own reusable coffee mugs with an overseas supplier. The plan was to build an audience on Instagram with my new account 'ReduceWasteNow' by posting content related to environmental issues. Then, I'd advertise the reusable coffee mugs on that account."

But after a few weeks, he began to realize the dire situation of environmental issues affecting our planet and chose to take immediate action. He abandoned his idea to promote reusable coffee cups just three days before the launch. "At that moment, I decided to do everything in my power to help the environment. So I began researching and sharing simple, actionable ways people can help the environment," he noted.

Then, the following began to grow. As of this writing, the ReduceWasteNow Instagram account has accumulated over 361K followers who want to start implementing simple alternatives to move towards a greener Earth. "It was clear to me that people wanted to learn how they could live more sustainably, but something was missing. People didn't just need information, they also needed the right tools to take action," Lawson added. So in 2020, ReduceWasteNow launched its online Zero Waste Shop to provide people with the right tools and knowledge they need to reduce their ecological footprint.

The founder of ReduceWasteNow told us in a previous interview that he has been operating his social project alone ever since he started it. "I create all of the social media content, write the weekly blog posts, and manage the store — all while trying to balance school at the University of Victoria," Lawson told Bored Panda. "It's a lot of work, but every second is worth it. People seem to be really grateful to learn simple, actionable ways they can help the environment, and I love helping them do exactly that."

Lawson mentioned that social media is a great tool to educate people about the climate crisis and what small steps can help us fight it. "A lot of people use it every day, and if you want to see how you can be more eco friendly, all you have to do is visit ReduceWasteNow and you have access to hundreds of different ways you can help the environment," he said and added that social media is also a perfect place to talk about your interests with your friends. "So if someone really likes this Instagram post about sustainable products that save you money, they can just tag their friends in it, and maybe that inspires them to try some of the tips and be more eco friendly as well."

As you’re scrolling through the 'Old Me vs. New Me' meme series, you’ll notice they touch upon a host of environmental topics. It addresses responsible consumption, recycling, excessive plastic use, food waste, and many other themes. It also explains how to build healthy and environmentally-friendly habits and move toward a more sustainable lifestyle. And at the very least, it reminds people to consider the impact their choices will have on the environment. Lawson told us he gets most of his ideas from his company's followers and always pays attention to what they comment on across ReduceWasteNow’s social media accounts. That way, he understands the demands of everyday people and knows he's sharing information about what's important to them.

However, the fact that laws, international agreements, and systematic changes to how corporations operate are required to prevent the devastating effects of global warming is nothing new. That's why some people disapprove of individual efforts and believe that changes we implement into our daily lives are meaningless. But Lawson thinks this is far from the truth. "If more and more people vote with their dollars, try their best to live more sustainably, and continue to use their voice as well as their vote, change will come," he expressed his belief in the power of the community.

"Cooper, one of my best friends, made a great point about this as well, and I 100% agree with him. He said, 'Due to the rise in popularity of social media, it has become easier for individuals to voice their opinion, and to have their opinion heard and shared. As a result, corporations are facing the largest amount of social pressure in history, which has the potential to create real change. The power of numbers has never been so great.'"

Lawson added that nowadays individuals can speak louder than ever before and that we can create real change "by using our collective voice to tell the big corporations what we want. All we have to do is step forward, and speak up."