10
years of WEEE in the UK Shaping the future
Contents 2
Introduction: Taking compliance forward
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An interview with Jan Patrick Schulz, CEO of Landbell Group
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Sowing the seeds of a sustainable future: Green Alley Award 2017
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Exploring the future of EPR: in conversation with Kieren Mayers
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Inspirations: building on the past
Make Noise exhibtion, Rough Trade East, March 2013
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How can companies approach (recycling) differently? There are interesting ideas in the start-up world – it’s something that the next generation cares about immensely.” Jan Patrick Schulz CEO of Landbell Group
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ERP 10 Year Report
Taking compliance forward
In September 2017, we published a report reflecting on a decade of the UK Waste Electrical and Electronic Equipment (WEEE) Regulations. 10 years of WEEE in the UK: Continual evolution acknowledged what we had achieved and the key challenges and developments ahead.
That report showed that the Regulations’ central aim – to reduce the amount of electrical and electronic equipment (EEE) going to landfill – had been a success, an ongoing process to which European Recycling Platform (ERP) is contributing. Recently, we hit another major milestone, collecting and recycling over 3 million tonnes of WEEE across Europe and beyond. Taking pause to acknowledge and celebrate success is important. However, it’s critical that we learn from the past, and share the lessons learned from achieving those milestones to better meet the challenges of the future. This report builds on our previous publication by looking forward and exploring the major
themes and challenges facing the recycling and compliance industry – touching on everything from legislative harmonisation to the future of extended producer responsibility (EPR). We talk to figures at the forefront of the industry, both professionally and academically, such as Jan Patrick Schulz and Dr. Kieren Mayers, and shine a light on the next generation of European start-ups from the circular economy at the Green Alley Award 2017. We also pay homage to the past by celebrating some of the pioneers of compliance and sustainable design, taking inspiration from their work, and considering it in the context of our ambitions for a more sustainable future.
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An interview with
Jan Patrick Schulz, CEO of Landbell Group
Jan Patrick Schulz is CEO of Landbell Group, a worldwide specialist in environmental and chemical compliance and parent company of both ERP and Green Alley. Firstly, could you please share some of your drivers and passions as Landbell CEO? There’s no single thing that drives me, but rather many things. I am fascinated by the idea of working with different cultures, in which people take different approaches both to business and to everyday life. That’s what interests me in my role as Landbell CEO: working with a rich variety of cultures both in Europe and worldwide. I enjoy the fantastic diversity here at Landbell. The idea of ‘the journey’ also appeals to me. The concepts that we deal with in this field – the circular economy, green living, zero waste – none of these things are achievable in the short-term. It’s an exciting long-term journey, and a great one to take with so many different countries. That’s what interests me and what drives me. ERP joined the Landbell Group in 2014. As CEO, can you explain the Group’s vision to become the global partner for product-related environmental services and solutions?
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When concepts like product stewardship emerged, around the early 1990s, it wasn’t initially regulation-driven. It was more of a social movement. Consumers began to demand more from companies, politicians reacted and, step by step, regulations evolved for packaging, and later for electronic waste and batteries. It’s since become increasingly complex. Firstly, there are new regulations, which companies must comply with. Young people and start-up culture is another powerful influence. They demand something else from producers, regarding how products are designed and manufactured, the kinds of materials they contain, and what happens at the end of these products’ lives. So the market is driven not only by regulation, but increasingly by the consumer. That’s why companies need to go beyond fulfilling legal obligations. We can help our customers by handling obligations, but also by engaging with young people outside of a business context, and liaising with other stakeholders
to explore the potential to create products in the context of their whole lifecycle. One part of our vision is to operate in multiple countries, understand the different regulations, and help our customers overcome challenges. But we also engage in wider discussions around what consumers really want and where the circular economy is going. This helps companies to do more than simply fulfil obligations and to add value both for themselves and for their customers. What do you see as the biggest challenges and opportunities facing producers in the next 5-10 years? I think producers will face more regulations that will lack harmonisation. There are general rules within the European Union (EU), but individual member states often have their own ways of implementing them. Regulatory tracking is important and is a challenge for some producers. Europe is often perceived as one block, but it is 30-plus countries, with many waste streams and chemical regulations.
Consider the example of Kenya, where they introduced a ban on plastic bags in August. Kenyans producing, selling or even using plastic bags risk imprisonment of up to four years or fines of £31,000 ($40,000). That’s an extreme example, but you can see that there are more regulations and the challenge is harmonising these regulations. If they are harmonised, it’s easier for producers and it’s easier to close loops, manage cross-border shipments, and so on. Regarding products, recycling is often done in bulk, meaning producers don’t get their own products back. If producers can get their products back, there are huge opportunities. It would provide a strong incentive to create products differently. Producers could consider recycling from the beginning and explore new ways of designing products in respect of their entire lifecycles. I expect this to happen in the coming years. There will be opportunities for producers with new business models that can be combined with different ways of recycling to ultimately close the loop. Printers are a good example of this idea in practice. Generally, you sell printers and you sell cartridges, but some producers have started selling pages too. If you sell pages,
you have a strong incentive to create a longerlasting printer, to produce a longer-lasting cartridge you can sell at a higher price. The same is true for washing machines: if you sell wash cycles and washing machines, the results are twofold. There’s a strong incentive to create the product differently and, knowing you will get your products back, you can design it exclusively for how you will recycle it. In emerging markets, it’s important to get things right from the start. What do you think are the biggest opportunities to make a difference, what are the risks if this does not happen effectively, and how can organisations like Landbell and ERP play a role in shaping sustainable growth? In emerging markets, you must often deal with local waste management companies. There are all kinds of existing structures, and we need to see that we respect those structures and use them to design appropriate compliance schemes; it’s not a copy-and-paste process.
to discover how best to achieve these targets: how much we need to collect, how much we need to recycle, and how it should be recycled. I believe in making things as clear as possible, enforcing the rules, and creating a level playing field. Monopoly models can work initially, but – aside from increasing costs and reducing services – they tend to stifle innovation. Innovation comes from competition: when many people try to find the best way to achieve something. This is why we value competition, and why we think targets and the enforcement of clear rules is important. After that, let local entrepreneurs find the best way to get things done. We need innovative technology and innovative ways of dealing with recycling; this is true of the whole recycling industry. We should never think ‘oh this country or waste stream is too expensive, we can’t make recycling work here’ – this is simply a failure of innovation and entrepreneurialism.
You can avoid certain mistakes. It’s most important to set clear targets and rules, and then leave it to entrepreneurs and companies
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The circular economical approach is influencing many corporate objectives going forward. How can Landbell and ERP help companies realise this approach’s potential? Is outsourcing compliance a possibility? It’s an ideal service to outsource. Look at the EU: there are 30-plus countries with various regulations. To keep track of all of them, you need a lot of specialists in your organisation. Not only that, you need a large organisation to start with to support all these specialists. Even then, it’s difficult to track every regulation. The question is: is that worthwhile? It was worthwhile in the beginning. Producers wanted to ensure compliance was set up and executed properly. Now, there’s an established market which means it’s about reducing the cost of complexity, attaining peace of mind, and so on. Producers now understand that compliance isn’t something they need to do alone. There are reliable partners whose work can help businesses concentrate on innovating and adding value, and companies prefer to use their own people to innovate rather than focus on regulatory compliance. The more regulations that are introduced, the more complex compliance gets, makes it an ideal area for outsourcing.
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Producers see ERP as powerful influencers and lobbying partners in shaping legislation – a USP that’s highly valued. What key priorities will you champion going forward? Most important – which I mentioned before – is entrepreneurial freedom and competition. Secondly, a fair and level playing field with consistent enforcement of the rules. And, last but not least, a clear scope so producers can comprehensively understand their obligations. We need to emphasise these three areas when engaging with stakeholders such as politicians and legislators. Your partnership with DHL opened the potential to manage producers’ environmental, supply chain, and compliance needs. How do you see this partnership evolving? It will grow in two areas. Our product portfolio, comprised mostly of services, will certainly grow. Increasingly often, we engage with producers in a certain country in a certain way and discover an opportunity to easily replicate this offer for other customers. The DHL partnership will help us to offer this larger product portfolio to more customers outside Europe – in the US, South America, and Asia – where our combined products and services can help make potential customers’ lives easier.
Besides supporting the B2B market, ERP has significantly influenced B2C activity. With increasing numbers of high profile public awareness campaigns, especially around packaging, how do you think consumer demand will impact producers and local authorities? Consumers will continue to demand more from producers, in the way products are designed and manufactured, the kinds of materials used, how products are packaged, and how they are recycled. The Green Alley Award is a great indicator to help us find out what kind of products and packaging the next generation is looking for. Many Green Alley applications address questions like: how can we reduce packaging dramatically? What can we do with discarded food? What kind of apps can we produce to connect with consumers and retailers? There’s a growing movement in which people are thinking of new ways to reduce packaging and food wastage. I think that producers across industries understand that there is an opportunity to talk differently with consumers and explore these issues. They’re thinking about how their products are recycled, and what they can do beyond regulatory compliance. It’s easier said than done, because after products are consumed, the packaging usually undergoes standard treatment
processes. How can companies approach that differently? There are interesting ideas in the start-up world – it’s something that the next generation cares about immensely. Do you find it exciting to partake in initiatives like Green Alley, and inspire the next generation of entrepreneurs to innovate both environmentally and commercially? Absolutely. To me, there doesn’t need to be a contradiction between contributing to the circular economy and making money. Conversely, it makes sense to have a business model and to scale that business. If you make profit, you have more resources to create longer-lasting products and find new ways of dealing with waste. In recent years, we find that more people – beyond entrepreneurs and start-ups – have a strong mission and strong ideals about how they will do their bit to change the world and achieve a circular economy. Their approach is fresh, they aren’t weighed down by experience and scepticism regarding what will and won’t work. They try new things and have refreshing ideas. We’ll finish with an open question: who inspires you? It could be anyone, from a politician or change activist to a designer or a difference-making CEO. This industry is full of interesting people who are driven by the idea of making the world better and are determined to change things. I would choose Dieter Rams, who was chief design officer for Braun. Rams defined 10 “good design” principles in the 1970s. One was that the product should be long-lasting, but also environmentally friendly. This was visionary: nearly 40 years ago, he was already thinking in terms of the product’s afterlife and how it should be designed to minimise its environmental impact. Rams was ahead of his time. Ideas about sustainable design existed before him, but he was one of the first to lay them out as principles with such incredible clarity. In fact, Rams’ principles probably arrived when consumers and the market were not truly ready for them. Maybe now is a better time for them to thrive on a larger scale: the consumer demands it and the market is ready for it. Rams’ impact is still felt today. Many companies continue to use his designs. That he was chief design officer at Braun, an ERP founding company, ‘closes the loop’ in some way. It shows we don’t need to reinvent everything: many solutions are already there, we just need to go back a bit to find them.
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Sowing the seeds of a sustainable future: Green Alley Award 2017 The Green Alley Award is Europe’s first start-up competition focused on the circular economy. Launched in 2014 by Landbell Group, ERP’s parent company, the award recognises promising business ideas that contribute to building a circular economy and improving the waste and recycling industry as we know
it today. Its aim is to find creative people with innovative ideas about how to turn green solutions into a sustainable business model.
strategic support, networking opportunities and circular economy expertise from across Europe.
The thinking behind Green Alley
A glance at this year’s finalists shows the scope and ambition of Green Alley. From plastics to peptides, there are myriad ways we can create business opportunities that will be better for the planet.
Through the promotion of new ideas, services, products, and technologies, Green Alley wants to improve the environment by encouraging problem-solving initiatives such as turning waste into a resource. Green Alley helps to launch innovative start-ups by offering them
Winner: Sulapac (www.sulapac.com) What’s the problem? Plastic waste is an extremely pressing environmental concern. According to a Green Paper by the European Commission, it’s estimated that over 100,000 tonnes of plastic is floating in the world’s oceans. This is a major issue, as plastic and persistent organic pollutants (POPs) concentrated on the surface of micro-plastics could enter the food chain. We are only beginning to understand the environmental effects of this phenomenon. How will this idea make a difference? Finnish start-up Sulapac is on a mission to create eco-friendly packaging material that’s also visually pleasing, in order to reduce the amount of plastic waste we produce. To transform the packaging industry, the company’s two founders rely on a sustainable material made of wood and natural adhesives. Sulapac’s eco-packaging exhibits plasticlike properties, but is 100% degradable. And, unlike other biodegradable packaging alternatives, it’s dense and can be safely filled with oil or water, making it a viable option for the luxury cosmetics packaging industry.
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Finalists: Mimergy (www.mimergy.com)
Sulfotools (www.sulfotools.com)
Sustonable (www.sustonable.com)
What’s the problem?
What’s the problem?
What’s the problem?
Tyres are a major problem because we have not yet developed an adequate solution for recycling them. They are not biodegradable, yet we dispose of one billion tyres globally per year, which is completely unsustainable.
Peptides, which are biochemically composed of amino acids, are often used in creams, drugs, and dietary supplements. Large amounts of solvents are used in their industrial production, some of which are harmful to the environment and human health. As a result, there are increasing calls for a more environmentally friendly alternative to the current manufacturing process.
This idea focuses on the problem of polyethylene terephthalate (PET). In 2015 alone, more than 1.8 million tonnes of PET bottles were collected and recycled across Europe.
How will this idea make a difference? The Irish start-up Mimergy has developed the technology to recycle and repurpose tyres rather than discarding them. The company recognises the valuable resources contained in tyres and uses a zero-waste process to extract the biofuels, gases, and renewable carbon, among other things, from them. Innovating to extract the maximum value from waste epitomises why the Green Alley Award was established and brings to mind Jan Patrick Schulz’s quote: “We should never think, ’oh this country or waste stream is too expensive, we can’t make recycling work here’ – this is simply a failure of innovation and entrepreneurialism.”
How will this idea make a difference? Sulfotools, a spin-off start-up from Darmstadt University, wants to offer manufacturers an eco-friendly alternative with its “Clean Peptide Technology (CPT)”, which eliminates hazardous waste and reduces the cost of peptide production by up to 50%. The idea combines sustainability with a viable cost, making CPT both attractive for the pharmaceutical, chemical, and cosmetics industries, as well as the environment.
How will this idea make a difference? Dutch start-up Sustonable has developed a composite material consisting of quartz and PET that’s harder than granite and is also 100% recyclable. The product is similar in appearance to natural stone, is available in a variety of colours, and can be used in many different ways: as a kitchen worktop, for bathroom cladding, or in furniture production.
Solmove (www.solmove.com)
Newcy (www.newcy.fr)
What’s the problem?
What’s the problem?
Increasing sustainability in urban areas is a major global challenge. According to a United Nations report (2016), it is predicted that 60% of people will be living in cities by 2030 and one in every three cities will have at least half a million inhabitants. Rapidly increasing urban populations means we need to develop innovative ways to conserve and generate energy wherever possible.
Our attitude to disposable cups needs to change. The numbers spell out the problem: in France alone, 4.7 billion disposable cups end up in the rubbish bin annually. In the UK, around 2.5 billion disposable cups are used each year with countless more going to waste worldwide. The main problem is the cups are coated with a thin layer of polyethylene – a ‘small’ amount of plastic, but a massive issue when we consider the sheer quantity of these cups and the difficulty of recycling them.
How will this idea make a difference? Imagine a city where the streets provide energy, fuel our electric cars, and simultaneously generate profit. Munich-based Solmove is making this concept a reality. The start-up recognised the value of solar streets and has been working on the “Voltstreet” since 2014. Mindful of sustainability, silicon and glass are the main components of the solar street – and the glass is up to 50% recyclable. This visionary idea has the potential to transform energy management in the cities of the future.
How will this idea make a difference? We’re starting to wake up and smell the coffee! From 2020, the French will prohibit the use of all types of disposable cups. French start-up Newcy are offering consumers the opportunity to keep drinking vendingmachine coffee – with one major difference: the used cups are now thrown into a collecting machine, washed at a plant, and then reused. Newcy’s approach is a more sustainable business practice that helps to solve an international problem. ERP 10 Year Report
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Exploring the future of EPR in conversation with Kieren Mayers
The recycling and compliance industry will face a number of major themes and challenges in the years ahead. Chief among them is extended producer responsibility (EPR). Its prominence reflects an increasing desire for a standardised approach to managing the costs associated with products at end-of-life and to minimising their environmental impact. However, it’s not yet universal – a recent study by Zero Waste Europe states only 45% of the EU’s product and packaging waste is covered
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by an EPR scheme. Many aspects of the role EPR will play in the future are unknown: how it can be leveraged to influence the circular economy, how it will impact producers and recyclers, and how it can be used most effectively to reduce recycling costs. To explore these questions, we reached out to Dr. Kieren Mayers, Director of Environment and Technical Compliance at Sony Interactive Entertainment Europe, and a member of the ERP Strategic Advisory Board. Kieren’s academic background greatly influenced (and continues to influence) extended producer responsibility (EPR), whereas his professional work was pivotal in the creation of ERP. As such, Kieren is well positioned to discuss the future of EPR, the circular economy, and other relevant issues facing the recycling and compliance industry.
EPR: a major vehicle for moving towards a more circular economy
1.
How do you allocate responsibilities between different producers?
Kieren contends that EPR’s contribution to the circular economy has not been examined enough in the past, with a macro approach being favoured over a supply chain approach in terms of how countries and industries manage flows of materials. Only now are we seeing examination on a wide scale of how EPR can help to better utilise waste and resources within the economy. Various stakeholders, including governments and the European Commission are taking this proposition much more seriously than before, and are now trying to work out EPR’s role in the circular economy. “This process will ultimately result in a regulation that will impact everyone,” says Kieren, “it will impact producers and it will impact recyclers, depending on what the EU decides to do with its Waste Framework Directive (WFD).”
2.
How do you report the waste?
3.
What recycling standards should be used and enforced?
Three key issues for the future Further discussing the idea of legislative changes over the next 5-10 years, Kieren points out that, first and foremost, there is a move among stakeholders to consolidate lessons learned as to how EPR systems should be managed and run. This is something ERP have been very actively promoting, encouraging knowledge sharing between stakeholders, in addition to campaigning for consistency and harmonisation between countries. Kieren identifies three critical questions that are most pressing for producers:
Cost-driven IPR Elaborating on the first of the questions above led to the topic of individual producer responsibility (IPR). While producers have invested significantly in EPR systems, the responsibilities which they are assigned within these systems are in no way related to what they are specifically producing. In this sense, it doesn’t matter if companies produce a product that is highly recyclable or largely free of hazardous substances – they remain obligated to pay the same price as a company that does not. Understandably, many producers consider this unjust and are therefore supporting better cost apportionment. “This scenario is not just unfair, but is unsustainable,” reasons Kieren, “because those that are effectively the polluters, who are most accountable for the waste problems we’re facing, should be the ones that pay.” This scenario goes against the original ‘polluter pays’ principle and the IPR principle that individual producers should be financially responsible for the costs of paying for their products at end-of-life and the cost of their treatment when they become waste. However, both presently and for the foreseeable future, it is near-impossible
to ensure producers retrieve their own products once they are discarded. Therefore, a collective solution is required, but the idea behind IPR has always been to figure out how producers can fairly account for the costs of their products within the waste stream in a way that’s logistically and practically feasible. Kieren notes that the reality of the need to account for costs is beginning to dawn on stakeholders and legislators alike, with a noticeable move towards adopting fee modulation approaches as happens in France. However, if rules like this are to be set, then it is critical that these rules are consistent across all countries within the EU, both in how they are written and how they are enforced. This is the only way to reduce complexity and incentivise producers to take measures to reduce the costs of treating and recycling their products. Kieren also emphasises that it’s crucial that these costs are related to genuine costs within the actual recycling system, not costs arbitrarily decided by a select committee. Waste reporting All waste must be reported, regardless of whether it is treated within or outside of the EPR system. “The important thing here is that all waste is recycled to the same standards,” Kieren explains, “whether it’s recycled independently outside of EPR systems or within EPR systems – it should all be reported as part of the EU’s waste. Of course, problems like illegal exports and sub-standard treatment still must continue to be addressed, and we need proper enforcement to do this.”
“
This is the first real evidence of a recycler influencing our policies on design... ERP came back with very clear answers which we embodied in our voluntary agreements, which we make to the EC. This is an important step towards improving product design and recyclability.” Dr Kieren Mayers Director of Environment and Technical Compliance at Sony Interactive Entertainment Europe
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Just like the car industry, we need to get to the point where all waste is valuable to ensure that it is recycled. “The car industry is a good example,” he elaborates, “because cars, at end-of-life, are so valuable that they never actually get into an EPR system, and all car recyclers must adhere to the same standards – there’s nothing wrong with that.” But, if this happens, then one might ask what exactly is the point of a producer responsibility organisation (PRO) or producer compliance scheme? What role does it serve? The answer is manifold. PROs still need to manage reporting, which becomes increasingly complex with the introduction of more and more regulations, and deal with a range of other producer issues. They must also provide the overall co-ordination work. “Many producers don’t recognise the value-added function provided by PROs,” Kieren suggests. “Best-in-class PROs can help producers to avoid getting hit by hidden costs or a regulatory change down the line, which ultimately affects the prices that they pay.” Value-added services from ERP Further discussing the role of PROs, Kieren offered examples of the ways in which ERP have added value for Sony Interactive Entertainment Europe, particularly in helping them to understand complex issues like how best to deal with some of the more complicated take-back regulations in countries such as France, for example. Sony Interactive Entertainment Europe have also engaged with ERP on the design of
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their recycling strategy. ERP advised on what product design changes would have the most significant benefit in the recycling process. “This is the first real evidence of a recycler influencing our policies on design,” explains Kieren. “ERP came back with very clear answers which we embodied in our voluntary agreements, which we make to the EC. This is an important step towards improving product design and recyclability.” The next steps: lowering recycling costs through improved recyclability Kieren was clear about the message we need to be able to communicate to recyclers: “Products are different and should be handled accordingly, and the improved costs should ultimately be passed onto producers in some way.” He cites the example of the transition of screens from cathode ray tube (CRT) to liquid crystal display (LCD) and organic lightemitting diode (OLED). Some screens contain mercury backlights whereas others don’t, but all producers are paying an equal share of the treatment costs even though there is an enormous disparity in the costs of recycling these vastly different technologies. “Why,” Kieren asked “should one company pay the very considerable costs of mercury clean-up and treatment when this technology is not used in their products?” Asked how we might improve recyclability to help improve recycling costs, Kieren suggested two approaches. Firstly, we could look to France. Kieren cites the French bonus/malus
system of financial rewards and penalties as a possible means of both improving recyclability of products while also lowering costs. However, it’s far from perfect. “This system is rather crude, as costs are ultimately judged and prescribed by a committee,” Kieren elaborates, suggesting that the arbitrary nature of such an arrangement could lead to increased price uncertainty. The second option focuses on the categorisation of WEEE. “We should categorise waste according to the recycling treatment and opportunities,” suggests Kieren, “not the logistic activities of collection as it is categorised now.” His justification is that the former is much more sophisticated and accurate from a recycling perspective. By allocating costings to the various recycling processes, recyclers could then work out the cost and the cost drivers of each of these waste streams, and then link these cost drivers to the products being sold. “It is quite complicated,” Kieren conceded, “but it can be used to introduce a fairer system of charging producers for the products recycled on their behalf.“ One thing is clear: the next few years could bring significant changes in the way producers are charged for the products that they place on the market. Their contribution to the circular economy could also become much more firmly established, and changes to product design, reparability and recyclability could transform the products that they sell. It promises to be an interesting journey.
About Kieren Mayers Kieren is Director of Environment and Technical Compliance at Sony Interactive Entertainment Europe. He has over 20 years’ experience in environmental, waste, and sustainability management at IBM, Xyratex, HP, Geodis, and Sony. At the start of his career, Kieren graduated with an Engineering Doctorate in Environmental Technology from Brunel University, London, working with HP UK and focussed on the early stages of WEEE implementation in the UK in the late nineties. After moving to Sony, he became one of four original founder members of ERP’s first Steering Committee (2002-2003), and later, between 2007 and 2009, spent two years establishing UK and Ireland WEEE and battery recycling schemes working with ERP as a client. He also actively researches and publishes academic work in this field, as Research Affiliate at Yale School of Forestry and Environmental Management in 2010, and an Executive in Residence at INSEAD Social Innovation Centre in Fontainebleau, France since 2011. Kieren is presently a Member of ERP’s Strategic Advisory Board. If you are interested in Dr Kieren Mayers’ work, his most recently published research includes “Practical Implications of ProductBased Environmental Legislation” (2016), which features in the book, Taking Stock of Industrial Ecology, edited by Roland Clift and Angela Druckman. You can also keep an eye out for his upcoming research, co-authored with Nathan Kunz and Luk van Wassenhowe, “Stakeholder Views on Extended Producer Responsibility in the Advent of the Circular Economy” to be published in the journal, California Management Review.
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Inspirations: building on the past “We don’t need to reinvent everything: many solutions are already there, we just need to go back a bit to find them.” These were the closing words of Jan Patrick Schulz, CEO of Landbell Group, in the
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interview featured in this report. He was speaking about Dieter Rams, the German industrial designer whose work as chief design officer at Braun helped to pioneer the sustainable design movement. Jan Patrick’s admiration for Rams and the point he was making was important not only because it recognises contributors that helped
to innovate in the past, but because it also recognises its potential to change the future. To end this report, we want to pay homage to the past by celebrating some of the pioneers of compliance and sustainable design, taking inspiration from their work (some of which is ongoing), and considering it in the context of our ambitions for a more sustainable future.
Dieter Rams In the design world, Dieter Rams is legendary. The renowned industrial designer made his name working as chief design officer at Braun. Rams’ storied 50-plus year career, in which he designed everything from coffee makers to calculators, and consumer appliances to office products, has sealed his legend. His work has been celebrated and analysed in numerous museums, including the Museum of Modern Art in New York and the Design Museum in London. As Jan Patrick pointed out, one incredible thing about Rams, which is often under-appreciated, is that he stood for sustainable development decades ago. He understood long before most that designers were the ones responsible for creating almost everything that would end up in landfill, and that designers should bear that in mind to do things differently. What’s even more incredible is that Rams’ sustainable ethos is perhaps even more pertinent today than it was back then. In the 1960s, Rams famously defined his design philosophy into ten distinct principles. When considering Rams in terms of his contribution to a more sustainable future and the current movement towards a circular economy, two of these principles stand out: “Good design is durable.” Rejecting the idea of ‘fashionable’ design, Rams always championed durability. Rams
believed in creating products to last many years, which is as relevant to the ‘throwaway’ attitude prevalent in society today as it ever was. “We need to deal with our resources differently, in terms of how we waste things,” Rams recently told Fast Company in an interview published in 2015. “We have to move away from the throwaway habit. Things can, and must, last longer. They must be designed so that they can be reused.”
With concepts such as EPR and the circular economy gaining increasing prominence globally, and influencing corporate commitments and legislative policy, Jan Patrick Schulz’s reflections on Rams and his relevance today ring true. “Rams was ahead of his time,” Schulz acknowledged. “Maybe now is a better time for (his principles) to thrive on a larger scale: the consumer demands it and the market is ready for it.”
“Good design is concerned with environment.” Rams understood that design makes an important contribution to the preservation of the environment. It conserves resources and minimises pollution throughout and after the product’s lifecycle. “We need to take more care of our environment,” explains Rams. “That is the future of design, to take more care of these basic elements. Otherwise I’m not sure what the future of our planet will be.”
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Hans Korfmacher Hans Korfmacher was a critical figure in both European Recycling Platform’s (ERP) formation and evolution. He first began discussing the idea behind ERP in 1995, when he was Senior Specialist of Environmental Affairs at 3M Germany. He would become ERP’s first president. There are few better placed than Korfmacher to understand the changes and challenges that came with the introduction of the Waste Electrical and Electronic Equipment (WEEE) Directive. In 2002, commenting on the then-forthcoming WEEE Directive, Korfmacher stated that ERP’s objectives were “to identify high-quality recycling services on the best terms from the European market to minimise the costs passed onto consumers.” Korfmacher would be a major force in not only meeting these objectives with ERP, but exceeding them. The WEEE Directive Before the WEEE Directive was in place, many producers were fearful of the uncertainty such an unprecedented change would entail for their businesses. Korfmacher was always enthusiastic about the WEEE Directive. “The WEEE Directive was intended to manage waste streams from waste electrical appliances, but due to changes in the global resource market, WEEE has become very valuable. The level of recycling probably would have resulted in a developed take-back market from some categories of WEEE with or without the WEEE Directive.”
The value of waste
The value of competition
But Korfmacher was acutely aware of the potential to use the WEEE Directive to help consumers realise that WEEE is something that’s inherently valuable to be recycled, not rubbish to be thrown in a landfill, and said in its early years that the WEEE Directive would continue to change the perception of waste products so they are handled less as an unwanted burden and more as a resource.
One of Korfmacher’s key contributions was the extent to which he championed competition. This has been critical not only in providing producers with better services at lower costs, but in driving innovation across the recycling and compliance industry. “ERP has helped to change the authorities’ perception that only having one system is the best way to respond to the WEEE Directive,” Korfmacher explained in 2007, “and that increased competition offers the greatest advantages to the customer.”
“It all comes down to managing our resources in Europe,” he said in 2008. Less than a decade later, ERP would be celebrating collecting and recycling over 3 million tonnes of WEEE across Europe and beyond, largely thanks to his groundwork and foresight. Since then, the desire to reach a point where all waste is valuable to ensure that it is recycled is increasing. Though we are not there yet, the increased prominence of extended producer responsibility (EPR), the circular economy, and the demand for improved waste reporting across the board show that we are moving in the right direction.
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I think of Viktor Sundberg as the grandfather of IPR, and Hans Korfmacher as the grandfather of ERP. Everybody else is dancing to their tune.” Dr Kieren Mayers Director of Environment and Technical Compliance at Sony Interactive Entertainment Europe
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ERP 10 Year Report
The inspiration It’s important to recognise just how inspirational a force Korfmacher was in the birth of ERP. “He single-handedly came up with the idea behind ERP, poured his life into trying to implement these changes, and it was not an easy journey,” explains Dr. Kieren Mayers, Director of Environment and Technical Compliance at Sony Interactive Entertainment Europe, “I think his role as a visionary behind this is often underappreciated, even though everyone involved knows how important his role was.” It’s figures like Mayers that are playing a critical role in influencing the industry in terms of issues like extended producer responsibility (EPR) and Individual Producer Responsibility (IPR) today, which shows the importance of the groundwork laid by Korfmacher. That Korfmacher inspired him so much is telling. “He was the person that convinced me to jump on board,” explains Mayers, “and he continues to be an inspiring person even in his retirement today. He’s the one you can look at and say, ‘Without him it wouldn’t have happened.’”
Viktor Sundberg Viktor Sundberg is currently Vice President of Environmental and European Union Affairs at Electrolux in Brussels, and was another key figure in establishing ERP between 2002 and 2006. For years, Sundberg has bridged sustainable design concepts with policy and corporate action: he explains technology to decision-makers, and political and environmental processes to business managers and R&D experts. Champion of IPR Sundberg’s work has massively steered the direction that the waste management and compliance industry is taking today, particularly the emergence of IPR. “Viktor really led the whole IPR initiative, as a precursor to the ERP discussions,” explains Kieren Mayers, “and in doing so he created an environment where producers were focusing on something that was environmentally progressive, and even had the support of nongovernmental organisations; he spearheaded that campaign with his own blood, sweat, and effort – he’s another inspiring person.” The transition to high-efficiency products Sundberg’s work with Electrolux has been massively influential. Electrolux was one of the first companies to introduce refrigerators and freezers with climate-friendly natural refrigerants and insulation gases in the EU. Not only are Electrolux an ERP founding member, but also a member of U4E, a global effort that helps developing countries and emerging
Recognising the efforts of those who laid the groundwork is crucial in driving further innovation.
© Copyright, Electrolux economies move to energy-efficient appliances and equipment. The U4E project is a UN Environment initiative. Bridging business and sustainable design directives Sundberg’s work has consistently emphasised the development of sustainable products and the promotion of sustainable consumption; Electrolux’s wide scale success in this regard has paved the way for others to follow. Electrolux’s award-winning product collections show that stylish modern design can be both practical, and most importantly, have sustainable features. In September 2017, Electrolux was named Industry Leader of the Household Durables category in the Dow Jones Sustainability Index (DSJI World). It is the eleventh consecutive year that Electrolux has received recognition in this assessment, which is a testament to their commitment to sustainability in their global operations and in their products.
The coming years promise to bring major changes in the ways producers operate, from how they design their products to the ways in which they are charged once they are on (and off) the market. As the industry and the environment also change, it’s important that
“The Electrolux Group has a strong commitment to sustainable practice and external recognition of this is certainly appreciated as we strive across three fronts to minimise environmental impact,” said Viktor Sundberg. Within his industry, Sundberg emphasises that all legal obligations are minimum requirements that producers must not only meet, but exceed where possible, such as performance declarations (in energy labels), restriction and registration of chemicals (REACH) and producer responsibility. Sundberg believes that all of these things are needed: it is not a matter of ‘either/or’, and it is equally important that all rules are aligned and consistently enforced. ERP and Landbell Group continue to champion these points today.
we find new ways of responding to these developments. But it’s also important that we re-examine previous innovations to identify how we can push them on further and discover the ways they can be applied today and in the future.
www.erp-recycling.org/uk 10 Year Report: Continual Evolution Part 1
ERP 10 Year Report
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