Reduce. Most of us may first think of weight loss when you hear that word, but in the world of Zero Waste it means something much easier to achieve, at least for me. To reduce means to lessen the amount of items you use that end up needing to be sent to the landfill or incinerator.
The first step in reducing trash headed for the landfill is to actually stop acquiring things that need to be thrown away. A lot of people are proud of their recycling habit, but believe it or not, recycling is always a third or fourth choice.