The growth in EWAA focused concepts and initiatives has been enormous in recent years. This has been underpinned by a change in people's lifestyles and the growth of the health, fitness and nutrition economy.

People are now also more mindful of the world they live in and matters such as protection of the natural environment are at the forefront of peoples consciousness. High profile recent campaigns focusing on the use of plastic and its devastating effect on ocean pollution are examples of this and have lead to strong support by numerous international governments and private business alik (e.g. bans on single use plastics, restaurants stopping using plastic straws).