Not eating meat: cool.
Buying second hand: cool.
Bringing your own jar: cool.
Not flying to incredible locations: somehow uncool.
What used to be uncool, became a trend.
The pattern: those things that have become cool are those that can be marketed and sold. Zero waste has become a market. There are a bunch of products you can buy to go zero waste. The same goes for sustainable clothing.
What’s cool and what’s uncool is defined by your surroundings and society. To break out of it is for the crazy ones. For the artists. For the courageous.