the Environment established a goal of zero waste in 2002, which led to the City's Mandatory Recycling and Composting Ordinance in 2009. With its ambitious goal of zero waste and policies, San Francisco reached a record-breaking 80% diversion rate in 2010, the highest diversion rate in any North American city. San Francisco received a perfect score in the waste category in the Siemens US and Canada Green City Index, which named San Francisco the greenest city in North America. 2009: The Zero Waste lifestyle movement emerges In 2008, Zero Waste was a term used to describe manufacturing and municipal waste management practices. Bea Johnson, a French American woman living in California, decided to apply it to her household of 4. In 2009, she started sharing her journey through her blog, Zero Waste Home, and in 2010, was featured in The New York Times. The article, which introduced the mainstream to the concept of waste-free living, received much criticism from people confusing it for a bohemian lifestyle. These critical reviews began to shift after images of the family and their interior was widely broadcast in worldwide media. In 2013, Johnson published Zero Waste Home: The Ultimate Guide to Simplifying your Life by Reducing your Waste. Dubbed "Bible for the zero waste pursuer" by Book Riot, it provides a simple to follow the methodology of 5R's with in-depth practical tips on how to eliminate waste in a household. Translated into 27 languages (as of 2019), the international bestseller helped spread the concept to a wide audience. Some of Bea's followers and readers went on to start their own blogs, such as Lauren Singer, an eco-activist living in New York, whose Social Media channels spread the concept to millennials, open package-free stores, such as Marie Delapierre, who opened the first unpackaged store in Germany (based on the model of Unpackaged, the first package-free concept in our modern era), launch non-profit organizations, such as Natalie Bino, founding member of Zero Waste Switzerland. Over the years, the Zero Waste lifestyle experienced a significant increase in followers. Thousands of social media channels, blogs, unpackaged stores, lines of reusables, and organizations have emerged worldwide. And in turn, the fast-evolving grass-root movement created a demand for large corporations, such as Unilever and Procter and Gamble, to conceive reusable alternatives to disposables. Present day Behavior change is a central factor, necessary for shifting to more sustainable waste management but