Useless is a directory of zero-waste stores

London, UK – With consumers increasingly conscious of the excess packaging and plastic associated with grocery shopping, new platform Useless is redirecting shoppers to zero-waste stores.

Created by ethical agency Nice and Serious, the Useless website helps shoppers find London-based stores offering loose or unpackaged produce, alongside refill services for home cleaning products and toiletries. With a simple map functionality, users input their postcode or select their borough to find nearby zero-waste stores. Each location is listed with a vibrant illustrated storefront, with a short blurb outlining its product range, information about its founders and company ethos.

Useless is also educational, providing users with insight into the impact of single-use plastics like water bottles and grocery bags. The site encourages users to buy a Survival Kit – a set of staple products to help them live waste-free, such as bamboo toothbrushes, menstrual cups and DIY shampoos, with links to various brands’ products.

For more on the ways consumers are reducing their reliance on plastic in the home, read our Refined Refillables microtrend.