How FreshSight helped Tuesdays for Trash empower a new generation to become environmental changemakers
By Aria Bapna (Consultant)
Edited by Jessica Slater (Strategy & Insights Manager) & Gethin Poacher (Director)
Combatting the Global Waste Crisis.
By 2050, we are globally projected to produce 3.40 billion tonnes of waste (World Bank, 2018). Tuesdays for Trash aims to address by mobilising communities to work towards a trash-free future through direct action and education. Its global chapter network brings individuals together each Tuesday to collect litter, removing over 50 tonnes to date.
To further their mission, Tuesdays for Trash developed Journey To Away, a children’s book aimed at 6 to 9 year olds. The book is designed to raise awareness of the environmental consequences of waste, emphasising that what we throw ‘away’ remains closer to home than we think.
Freshsight was tasked to develop a business strategy for the pilot launch for the book in California and Oregon.
Our Approach.
Working closely with Tuesday’s for Trash, FreshSight identified three key focus areas to produce a comprehensive business strategy:
Defining the book’s target audience
Creating a marketing and distribution plan
Identifying sustainable revenue streams
“Not having expertise in business or marketing ourselves, it was great to be steered in the right direction.”
Sharona, Tuesdays for Trash Founder
A team of 6 FreshSight consultants undertook market research to assess possible in-store and online booksellers. Conscious of the environmental aims of Tuesdays for Trash, booksellers that shared similar aims were specifically sought out and prioritised. Although focusing on the pilot launch, FreshSight understood Tuesdays for Trash had ideas for further launches and provided options which covered translations into languages other than English and an alternative format of the book for a later launch.
To assess how to best position Journey to Away in the market of environmental children's books, FreshSight consultants evaluated similar initiatives. Through this primary research, one of the main findings was that books with environmental themes were frequently supplemented with education materials such as lesson plans, activity guides and digital resources. These findings were strengthened by gathering feedback from educators who work directly in this age range in a survey to understand what makes environmental books effective tools in fostering long-term awareness.
FreshSight consultants conducted competitor analysis to determine which alternative revenue streams should be considered. After compiling an index of 35 organisations with data regarding the success, suitability and scalability of the alternative revenue streams they utilised, a shortlist was made for the revenue streams that were most commonly adopted with the highest success rates. Further supporting Tuesdays for Trash’s finances, a downloadable funding tracker was made to be shared across the organisation to easily track the income and spending of Tuesday’s for Trash as a whole.
What We Delivered.
Tuesday for Trash rated their experience with FreshSight 5/5 and would recommend FreshSight’s services to another organisation.
Our Impact.
Tuesday’s for Trash implanted these recommendations for a successful launch in California and Oregon in May 2025.
FreshSight supported Tuesdays for Trash in achieving international reach with the book now used in classrooms across California, Oregon and Israel.
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Acknowledgements
We would like to thank Tuesdays for Trash for giving us permission to write this report. Thank you to the FreshSight team for their work on this report and the Tuesdays for Trash project.
References
Cook, E., Ionkova, K., Bhada-Tata, P., Yadav, S. and van Woerden, F. (2026) ‘What a Waste 3.0: Global Snapshot of Solid Waste Management Toward Circularity until 2050’, Urban Development Series. Washington, DC: World Bank. Available at: DOI: 10.1596/978-1-4648-2309-1 (Accessed: 22 April 2026)