While there is no doubt that the prevention of municipal solid waste (MSW) generation should sit at the top of any public policy, industrial strategy and individual behaviour, just like reducing the consumption of energy, this proposition might mislead the public into thinking that waste can suddenly disappear if only we had the will to make it happen. Despite these unattainable expectations, the ‘Zero Waste’ concept has become a viral and omnipresent phrase in recent years. A Google search of this term shows around half a million hits, as of March 2020, and countless government and non-governmental organisation initiatives worldwide. Zero Waste seems to be the only acceptable aim for today’s politicians who embrace an environmentally friendly platform. As a result, countries and municipalities all over the globe have committed themselves to achieving the goal of Zero Waste. So far, however, nobody has managed it, and given the many scientific and practical roadblocks, no one ever will.