International Recycling Day – Your model’s function in making a round economic system
With Global recycling day on March 18, Robert Lockyer, CEO and founder of the luxury packaging provider delta Globalargues that brands stuck between the rock of the climate catastrophe and the hard place of reputational risk should incorporate innovations to put recycling at the center of their model.
We have all seen amazing reports of plastic pollution in the oceans. The latest estimates assume that up to 12.7 million tons are added to our oceans annually.
With regard to the fashion industry, the numbers are not in circulation so quickly, but they are equally a feast for the eyes – for example, it is assumed that over 39 million tons of textiles are sent to landfill sites every year.
However, there are signs that some of the biggest names are moving in an encouraging direction.
Sportswear leader Nike has recently developed its Space Hippie sneaker line – vegan sneakers with the lowest carbon footprint of any footwear that the brand has ever made and that are made from recycled materials that would otherwise have ended up in a landfill.
Another global giant, the beverage group Cokestarted producing bottles from 100% recycled plastic this year and started the initiative in Sweden with label messages that encourage customers to recycle me again.
As well as beauty leaders L’Oreal has responded to the sustainability efforts and has committed to buying 100% recycled PET resin for all packaging needs.
There are also encouraging signs in the fashion world. The retailer on the main street Zara is committed to making all of its collections from 100% sustainable fabrics by early 2025. Zalando says his trademark Zign will be fully committed to sustainability from now on, starting with a spring / summer 2020 collection of garments made from either 50% or more sustainable materials or at least 20% recycled materials.
And the sense of urgency became clear as none other than the legendary fashion designer Tommy More helpful A recent interview suggested that "a brand will be out of business in two or three years if it isn't sustainable."
So it looks like things are going in the right direction, but the question remains: what could your company do to make a significant difference? This is the subject of an ongoing discussion here at Delta Global. The truth is that you can do different things, but often they depend on your ability to use a little creative thinking. We recently developed a good initiative when we worked with MatchesFashion To completely overhaul the characteristic marble box and produce the Eco-Luxe-Box, which is now 100% recyclable.
We have developed a bespoke solution that uses perforation points in the box so customers can remove the magnetic locks if they choose to get rid of the box. The new model consists of FSC-certified materials with a water-based surface and removable magnets. That means the boxes are 100% recyclable and reusable.
I think people have to see opportunity as waste. For example, if you train your supply chain using data and automation processes, you can reduce waste and disposal costs.
By monitoring this waste production, you can also monetize it and cleverly convert waste into new packaging and even new clothing.
For example, if you can reclaim paper clippings and return them to production, you can convert them to branded inserts or paper grips at a fraction of the cost. Why not do what? The hand-colored shoe company makes and creates tailor-made luxury shoes from old leather? The company uses sustainably produced leather to create unique, bespoke items while minimizing waste.
Of course, there are many plastics and wastes that are not suitable for your household trash, as they do not have the correct symbol and your community does not accept them. And little extras such as caps, pumps and plastic-coated cardboard make recycling difficult.
However, some people with good ideas bring new solutions to the market. TerraCycleFor example, collect your hard-to-recycle waste such as beauty and skin care containers and then convert them into raw materials for new products. TerraCycle has drop-off points across the UK and stores like L’Occitane and The body business Also accepts and passes on empty, clean and dry packaging from any brand. Customers who return plastics that are difficult to recycle often receive rewards.
The world's leading platform for used luxury fashion, Vestiaire collective, enters into partnerships that are critical to cultural change in the way we think about fashion. The group recently joined the Italian luxury jeweler Pomellato – under global leadership Kering – In a three-month campaign in which customers were rewarded with a 10% discount voucher for selling their used items on the resale platform. The designer described the initiative as "an opportunity to extend the lifespan of beloved pomellato pieces and start a new love affair with this season's collection".
Rewarding customers in this way aims to give buyers unconscious sustainable behavior, but we also need to bring customers closer to the systems on offer. Whether it's take-back programs, discounts on new purchases, or even donations to charities to clean our environment, there is a lot to do.
As businesses come under pressure from both governments and growing consumer demand for green alternatives, businesses should set realistic goals that match their size and sales to secure our future. Brands have to devote themselves to a “recyclable” revolution. This year we saw brands of all kinds that have implemented interesting initiatives to promote the common good.
Pioneering brands like Candiani denim even initiate changes in industries that have not changed in decades. This year, for example, they created a vegetable and biodegradable alternative to everyday jeans.
From smaller measures to clean our environment to local garbage disposal to redesigned packaging and fashion, we have to intensify our efforts to procure recyclable and biodegradable materials. But we also have to do everything we can to make green thinking our standard.
Nike, Coca-Cola and L’Oreal are winners of the World Branding Awards. More information about the World Branding Awards can be found here.