Point of View from YPulse, a market research firm that targets youth

Imagine looking out at a concert venue where you just performed and seeing the space covered in trash. It’s a mess, filled with cups, cans, food wrappers and who knows what else. Suddenly, you think of all of that getting piled into a landfill. Now, imagine that being multiplied by 115 performances just on your current tour. This is a sight most big artists see thousands of times throughout their careers, but one stopped and thought about how it’s affecting our world and acted on it. At the EKOCYCLE Partner Launch, will.i.am told this story and how he was inspired to create change.

will.i.am has since teamed up with The Coca-Cola Company and other iconic brands including Levi’s, Case-Mate, Beats by Dr. Dre, and New Era to inspire a global movement called EKOCYCLE. EKOCYCLE, launched by will.i.am and The Coca-Cola Company, is dedicated to inspiring and motivating brands towards things made from recycled materials. From eco-friendly Levi’s jeans to environmentally-conscious Case-Mate cellphone cases, the initiative wants to make going green even cooler with the help of some of Millennials’ favorite brands.

READ MORE: Click below