Understanding the linkages between waste prevention and resource efficiency can help to find political and public acceptance for them and practical tools for their implementation. The factor 10 goal (tenfold increase in resource efficiency in 50 years) can be adopted as a goal for waste prevention. Growth in production and consumption has until now outweighed the environmental benefits of efficiency increase. To prevent this in the future we need the complementary sufficiency approach. It is necessary to promote also the resource efficiency of consumption patterns and services In order to achieve this there has to be more supply of eco-efficient services (repair, rental...) and counseling about their benefits. The waste authorities should ensure the availability of these services and counselling just as they do when it comes to recycling. In Finland there are some widely spread practices and services that go hand in hand with resource efficiency targets: public libraries, reusable beverage and beer packages, voice mail, to mention some. In many cases it it possible to increase resource efficiency manyfold with appropriate consumption choises.