How the ‘circular economy’ went from environmentalist dream to marketing buzzword

Interactive Jukebox Showcases Coca-Cola’s Sustainable Initiative

At a conference in Seattle this summer, Coca-Cola set up shop in an exhibition hall to show off one of its most recent sustainability initiatives. A six-foot-tall interactive jukebox invited passersby to listen to “recycled records” — seven audio tracks that, according to Coca-Cola, represent the world’s first album made with recordings of the plastic recycling process.

Coca-Cola’s Commitment to Sustainable Development Goals

The project, produced for Coca-Cola by the DJs Mark Ronson and Madlib, was meant to celebrate Coke’s decision to move from green to clear plastic bottles for three of its brands: Sprite, Fresca, and Seagram’s. Because clear plastic bottles are easier to recycle than green ones, Coca-Cola said they would advance a “closed-loop bottle-to-bottle economy” that uses materials more efficiently and creates less waste.

Embracing the Circular Economy at Circularity 23 Conference

Circularity 23 is an annual conference that aims to accelerate the “circular economy,” which refers to market systems that minimize raw resource extraction and waste. At the conference, attended by 1,400 mostly corporate sustainability professionals, companies like Coca-Cola showcased their circular business practices, many of which focused on plastic. These practices included reclaiming plastic from rivers to create mailing envelopes, melting plastic into chemical building blocks for reuse, and promoting recyclability with QR codes on labels.

The Challenge of Defining Circularity

Despite the widespread use of the term “circular economy,” there is a lack of consensus on its definition. Many environmental advocates feel that corporations have embraced circularity in their communications without fully living up to its principles. For example, Coca-Cola’s clear plastic bottles, while easier to recycle, are still disposable and contribute to plastic pollution. Environmental groups have also found Coca-Cola to be the world’s biggest contributor to plastic litter. This raises concerns about greenwashing and the need for a clearer definition of circularity.

The Evolution of the Circular Economy Concept

The concept of a circular economy originated in the environmental scholarship of the 1960s and ’70s, advocating for resource conservation and a closed-loop system. Over the years, the concept has evolved into a more market-oriented approach, aligning with ideas of green growth and sustainable development. The circular economy has gained popularity among corporations and international organizations, with initiatives and action plans aimed at promoting sustainable consumption and production patterns.

The Need for Clear Definitions

Despite its popularity, the circular economy lacks precise definitions. Different explanations focus on what circularity involves rather than providing a concise definition. This lack of clarity has led to selective interpretations by corporations, with some adopting circular practices without fully embodying circularity. Environmental groups advocate for more specific language and clearer guidelines to prevent greenwashing and ensure that circularity is truly achieved.

The Plastics Challenge in the Circular Economy

Plastics play a significant role in the circular economy, particularly in terms of recycling. However, there is a growing concern that the circular economy has become synonymous with plastics recycling. At Circularity 23, speakers discussed the challenges of recycling “hard-to-recycle” plastics and promoted controversial technologies like chemical recycling. While these practices may offer short-term solutions, experts argue that they are not truly circular and can have negative environmental impacts.

The Limitations of Plastics Recycling

Mechanical recycling, the conventional alternative to chemical recycling, faces limitations in creating a truly circular plastics economy. The low recycling rates and downcycling of plastics result in the need for more virgin plastic production. Recycled plastics may also contain hazardous additives and contribute to microplastic pollution. Experts argue that reducing plastic production and consumption is crucial to address the plastic pollution crisis and achieve a circular economy.

Reevaluating Circular Terminology

Environmental groups and advocates prefer to use terms like “reusable,” “refillable,” and “zero-waste” to describe sustainable practices, emphasizing material conservation and resource efficiency. They believe that specific language is more effective in conveying the concepts of circularity. Some organizations have abandoned circular terminology altogether, calling for a focus on reducing plastics and reversing the expansion of the plastic and petrochemical industries.

The Role of Regulation and Clear Guidelines

To prevent greenwashing and ensure the integrity of the circular economy, environmental groups call for clearer guidelines and regulatory oversight. They suggest that organizations like the Federal Trade Commission should define circularity and establish criteria for different industries. This would help differentiate genuine circular practices from misleading claims and promote a more sustainable approach to resource management.

SDGs, Targets, and Indicators

1. Which SDGs are addressed or connected to the issues highlighted in the article?

• SDG 12: Responsible Consumption and Production
• SDG 14: Life Below Water
• SDG 15: Life on Land

2. What specific targets under those SDGs can be identified based on the article’s content?

• SDG 12.5: By 2030, substantially reduce waste generation through prevention, reduction, recycling, and reuse.
• SDG 14.1: By 2025, prevent and significantly reduce marine pollution of all kinds, particularly from land-based activities, including plastic debris and nutrient pollution.
• SDG 15.5: Take urgent and significant action to reduce the degradation of natural habitats, halt the loss of biodiversity, and protect and prevent the extinction of threatened species.

3. Are there any indicators mentioned or implied in the article that can be used to measure progress towards the identified targets?

• Indicator for SDG 12.5: Waste generation per capita
• Indicator for SDG 14.1: Marine plastic pollution levels
• Indicator for SDG 15.5: Biodiversity loss rates

4. Table of SDGs, Targets, and Indicators

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Source: grist.org

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