Eco-designers fed up with the sight of litter strewn over the city are kick-starting a zero-waste campaign.

Green consultancy Bloom, based at the Dock Hub in Hove, is urging businesses to join the initiative to tackle unnecessary waste.

It is calling on businesses, residents and the local authority to all do their bit to make Brighton and Hove a better place to live.

Offices are being urged to follow the example of the Dock Hub, which has converted to 100% recycling, or Quaff Wines which offers customers refills on bottles.

Stuart Davies, of Bloom, said: “A few local businesses we represent were appalled and sick of all the litter and rubbish kicking about at the moment.

“The city’s akin to a rubbish tip at times.

“There’s systemic failure going on and complete lack of personal responsibility at times.”

The campaign will use social media to build up support with the Twitter hashtag #zerowastebrighton.

As well as tackling litter the plan is to approach the waste problem at source, such as packaging and single-use carrier bags.

It is calling on more common sense across the board – from the local authorities to retailers, tourists to residents. Bloom estimates the city produces the equivalent of 111,000 tonnes of carbon dioxide in packaging a year.

If eliminated it would be the equivalent of taking 40% of cars off the roads.

Research shows a littered environment could contribute to poor mental health, increased likelihood of crime and reduced property values.

Bloom estimates the cost of litter on mental health and wellbeing could by £3 million a year in Brighton and Hove.

Mr Davies said: “Littering by irresponsible residents and visitors, poor waste services and lack of common sense by householders seem to be the direct causes.

“But avoiding waste altogether should be the ultimate aim.”

Consumers should ask businesses to reduce unnecessary waste to create a more “circular economy”, avoid using carrier bags and takeaway coffee cups - and never leave bin bags at the mercy of seagulls.

To help identify rubbish hotspots tweet the picture with the location to @RecyclingRefuse and tag #ZeroWasteBrighton.

Councillor Lizzie Deane, deputy chairwoman of Brighton and Hove City Council’s Environment, Transport and Sustainability Committee, said: “We welcome the Zero Waste Brighton initiative to help raise awareness about reducing waste in our city.

“Using fewer resources and throwing less away not only makes the world a better place to live in, it saves the council, residents and businesses money too.”