To ensure a sustainable and just future for the next generations, it is necessary to transform our economic model, orienting it towards production based on recycling and reuse of materials. Such an economy reduces waste, limits the use of natural resources and creates value from what we now consider waste. A concrete step could be the reform of the waste tax, making it proportional to the amount of non-recyclable material produced. Paying only for what cannot be recovered would stimulate citizens and businesses to improve separate collection, rewarding virtuous behaviour. At the same time, the state and local institutions should introduce bonuses and tax breaks for companies that use waste materials in production processes or that use recycled raw materials. This would foster a circular economy capable of generating new jobs, reducing environmental impact and promoting sustainable innovation. Another important objective concerns the uptake of recycled products in supermarkets, in particular recycled paper, which should be made more accessible and visible, including through commercial incentives and awareness-raising campaigns. Only by investing in an economy that rewards those who recycle and empowers those who waste will we be able to build a model of sustainable development, balanced between present well-being and the protection of the future.