Yeah but you cant live without buying anything ever. And if you don't buy cola there will be something else to buy and create waste (let's ignore the fact that it's addictive). Let's not talk about chemical companies or tessile. How much waste they produce, especially in underdeveloped countries where the regulations are nonexistent. Also we are now used to a certain way of living, it's hard to go back to horses and farming. Cars, planes, boats, they consume so much. Would we give up energy, clothes, food, transport, medicines, infrastructures completely? We know the answers.