When Minobe Ryōkichi declared war against garbage in September 1971, he thrust waste into the public's attention and rendered it visible. The governor of Tokyo was not just encouraging the construction of incinerators and landfills to deal with the rapid proliferation of rubbish then facing the metropolis, but was also provoking discussions about the inescapable costs of high economic growth and mass consumption. The Garbage War (gomi sensō), described below in an excerpt from Waste, ultimately proved to be pivotal in changing conceptions of waste in postwar Japan. Coupled with the Oil Shock of 1973, it revealed how deeply waste had insinuated itself into the values and practices of everyday life, and how a society of mass production and mass consumption was also one of mass waste. Shaped too by ideas of environmental protection, the waste of things, resources, and energy came to be seen as tightly interwoven problems that threatened the security and longevity of middle-class lifestyles.