How Businesses Can Make a Real Impact on the Circular Economy

When sustainability, recycling or environmental protection are important to brands, it is crucial that they share details about the positive work they are doing for the environment. However, to avoid falling into the “greenwashing” trap, where sustainable marketing isn’t necessarily validated, these companies must highlight facts and figures about their efforts and prove them with third parties certifications.

In addition to backing their marketing with the appropriate evidence, for a business to establish themselves as a true advocate for sustainability and the circular economy, business leaders must step up to take action and work with trusted teams to pave the road for clear, transparent change. 

The Value of ESG Reports

One way businesses can establish goals and prove their efforts toward sustainability is through annual ESG reports. On the environmental side, these reports highlight any sustainability data that has been tracked and measured, like reduction in carbon output, percentage of materials recycled or increased usage of renewable energy sources. 

ESG reports are an incredibly valuable resource to communicate sustainability goals and progress with stakeholders and customers, but it’s important to keep in mind that ESG is not a marketing tactic. 

ESG standards are meant to help businesses set goals, track progress and show transparency and accountability. However, striving for sustainability and circularity are not necessarily goals, but a mindset shift. Business leaders must work with their teams to completely reshape the way they view the impact of their business, considering every product, process and practice through the lens of the circular economy. 

Making the Transition to a Circular Business Model 

Sustainability and circularity are a continuous evolution, asking us to remain curious and willing to learn as our understanding of it grows. The desire to continue learning has driven many of the changes that Aquafil has made, including the significant investments in innovative technology. The Company’s flagship product, ECONYL® nylon, follows a proprietary process which diverts nylon waste from landfills, then purifies and regenerates it into new nylon fibers and polymers with the same properties as nylon made from extracted oil. 

Aquafil has made a commitment to the circular economy, not just as the core of its products and business model, but for people and culture as well. A sustainability mindset is embedded within the company’s vision and mission and has become the principle which guides everything the Company does. 

To confirm and center the focus on sustainability as a whole company, the Group developed a Brand Manifesto which serves as the guiding light for all the actions the Company undertakes:

At Aquafil, we design better to do better.

We are conscious innovators.

We think as beginners and act as pioneers to provide unique products and services that leverage performance and reduce the impact on a global scale.

We are thoughtful listeners.

We step out of our comfort zone to set new standards through empathy and collaboration, inside and outside.

We are down-to-earth visionaries.

We envision the goal of a sustainable future to achieve it, driven by the responsibility to change the world one choice at a time.

To come full circle and create our story.

How Businesses Can Make a True Impact

While education and commitment are key to making positive changes, there are additional actions businesses can take to become champions for circularity.

Be Courageous. It takes a lot of bravery and daring for a business to fully transform into a sustainable enterprise, especially as we are still in the early stages of a circular economy. When our CEO, Giulio Bonazzi, took the lead of his family’s business, he knew he had a legacy to uphold, but he also had the opportunity to decide what that legacy would be. Bonazzi had to take a leap of faith with the support of his team in transforming a, at the time, nearly 50-year-old family business into a pioneer of a circular product.

Commit. Businesses must commit to the necessary changes internally before they start marketing externally. If they are not aligned as an organization, there are more likely to be gaps within your sustainability goals that will make them vulnerable. Commitment should come from the top-down, then inside-out. 

Advocate. Environmental issues exist outside businesses and impact the ability of organizations to make the changes they desire. Be vocal in advocating for these issues. For example, Aquafil recognizes the critical role legislation plays in achieving circularity and has actively advocated for stronger carpet recycling legislation in the U.S.

Speak Up. Join the conversation about environmental issues related to your business, sharing your perspective while also actively listening to other points of views as well as criticisms. Find webinars or conference panels where you can be part of these important discussions and build connections. 

Aquafil has recently been participating in webinars with Metropolis to discuss everything from carpet recycling regulations to what it takes to achieve a circular economy. In our most recent webinar, Bonazzi met with leaders from Perkins & Will, DPR Construction and Interface on what is crucial for businesses to do to reduce or eliminate waste. They covered the importance of collaborative partnerships, involving those in every step of the supply chain and being aspirational, but demanding, in design needs. Watch a recording of the webinar here. 

Lead the Charge for Sustainability

Business leaders must be passionate, educated and active in guiding their organizations through true, impactful change. However, that’s not where it ends. Circularity is a lofty goal, but we believe it can be achieved not only when leadership teams step up to the plate, but also when organizations collaborate in sharing their knowledge and experiences and all involved along the supply chain are invested in making the necessary changes. 

Author: Maria Giovanna Sandrini, Chief Communication Officer