Is this the year that circularity goes mainstream?
It’s been just over a month since the ChangeNOW summit in Paris, where Springwise ran a workshop to ask if circularity is finally becoming mainstream. The conversation featured the Managing Director of L'Atelier des Matières Nativité Rodriguez ✨♾ and Global Brand Ambassador of Discarded Spirits Sam Trevethyen . Since the workshop took place in March, The European Parliament has approved new rules to make goods more reusable, repairable, and recyclable, including a ban on the destruction of clothing and electrical goods in the Bloc. Which is great news, but as the workshop discussion proved, there is still a way to go. Here are some of the highlights.
So, is circularity having a 'moment'?
“We are at the beginning of a long journey. But there are some positive drivers that are helping to build momentum. Regulation of course, which is a strong driver in France and the European Union, and leadership within brands to respond to the legislation. They have no choice but to act. And then there is the strong development of innovative solutions, such as those we are working on at L’Atelier des Matières.”
What about consumer demand? Is this having a positive impact on momentum?
Circular products are as good, if not better, than their mainstream counterparts, but, according to Sam, this is not cutting through to consumers because the perception of equal if not greater value is not there yet, particularly in the hospitality sector.
“Whether you use the term sustainable, circular or eco, in general the conception when brands use these words is not as good, when it actually is. If you are in one of the world’s best bars and paying 25-30 Euros for a cocktail, you might not want to hear that one of the key ingredients has come from food waste. That’s the challenge. We have had some success working with bars because we have a credible, authentic standpoint.
“We don’t claim to be a ‘sustainable’ brand. No one in the drinks industry can say that yet because we use single-use glass bottles and ship them all over the world. But we are on a mission to eliminate waste and use it creatively. And a lot of what we do is around education for bar and café owners to help them think of ways they can use their own waste creatively.”
What are the key blockers for industry?
“The cost of research and development and technical issues explain the resistance of some corporates,” says Nativité. “But collaboration across industry could be a force for change. This is something we are doing at L’Atelier des Matières, working with a variety of partners to create solutions for our clients that are specific to their brief.
“Now is the time to invest because R&D takes a lot of time.”
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What are the unlockers?
Startups are key players in a more collaborative approach as they can bring energy and ideas that will help larger corporates solve specific challenges. Brands must take the lead in order to win consumer trust, which involves both operational changes across the value chain and effective communication of both the efforts and outcomes.
“You choose a pair of shoes because they are beautiful,” says Nativité. “They may be circular… It’s up to brands, they have a responsibility, to explain the benefit of that to the consumer.”
And what of the benefits of circularity to brands?
The final word goes to Sam: “When you start to see waste as an ‘ingredient’, as a creative unlock, that’s super powerful.”
What can you do?
Designers and fashion innovators – visit the L’Atelier des Matières site or its LinkedIn page to find out more about its ethos and products. Or where the company will be attending key trade shows and expos.
Conscious consumers – check out the Discarded Spirits story or follow the brand on Facebook and Instagram and help spread the word.
Everyone – Be a changemaker! Check out Springwise for thousands of creative ideas, including nearly 1,000 about the circular economy. You can register for free.