In this TEDx talk, Ambreen explores how some of the most powerful businesses are born from society’s hardest problems. She reflects on how the COVID-19 lockdown exposed a critical contradiction: while cities shut down, waste continued to accumulate, revealing deep gaps in waste management, environmental responsibility, and opportunity.The talk challenges the stigma around waste collection, highlighting the systemic barriers, informal networks, and resistance faced by anyone attempting to formalize the sector. Ambreen argues that real change often looks unreasonable at first and that being dismissed or doubted can be a sign of working on the right problem.Through her journey, she emphasizes the importance of finding opportunity in crisis, building legitimate solutions where none exist, and recognizing environmental responsibility as both a social and economic imperative. The talk calls for greater awareness around waste segregation, plastic pollution, and water conservation, reminding us that protecting natural resources today is essential for future generations. I’m Ambreen Bilal, founder of TRE Cycle — a woman-led startup redefining waste management and recycling in Pakistan. Working directly in the field, I’ve stepped into a space often seen as unconventional for women, turning a social taboo into a mission for change. Through TRE Cycle, I aim to build a circular economy where waste is transformed into opportunity, and sustainability becomes a way of life. My journey is driven by the belief that every small action counts toward achieving the UN Sustainable Development Goals and creating a cleaner, greener future for generations to come. This talk was given at a TEDx event using the TED conference format but independently organized by a local community. Learn more at https://www.ted.com/tedx