> For the complete documentation index, see [llms.txt](https://4revs.gitbook.io/handbook/llms.txt). Markdown versions of documentation pages are available by appending `.md` to page URLs; this page is available as [Markdown](https://4revs.gitbook.io/handbook/chapters/materials-reimagined/global-insights.md). # Global Insights To address pressing the take-make-waste issues and forge a more sustainable future, we must adopt a circular mindset—a paradigm shift that seeks to keep materials and resources in use for as long as possible, extracting maximum value while minimizing environmental impact. Re-envisioning materials from a circular perspective involves redefining our relationship with materials, rethinking production processes to optimize the products’ life cycles. It challenges us to embrace concepts like recycle, remanufacture, refuse and reuse. This approach not only conserves valuable resources but also holds the potential to drive innovation, create new economic opportunities, and reduce our overall environmental footprint. ## How can we optimize the use of raw materials to limit waste and minimize environmental impact and resource consumption? Is there a “simple guide” way to re-envision materials? One of the 4Revs intelligence reports featured [41 Finnish companies pioneering a circular econom](https://d2w000003xziaeai.my.site.com/onegenerationproject/s/fourrevs-intelligence/a032w00000LMTz2AAH/41-finnish-companies-pioneering-a-circular-economy)y \[19]. The list presents 41 Finnish pioneering companies that offer circular economy solutions to the global sustainability crisis”\[20]. [Combi Works](https://www.sitra.fi/en/cases/combi-works-takes-advantage-of-factories-surplus-capacity-we-offer-factory-production-as-a-service/) is one of them, it offers factories the possibility to sell their surplus. [Vaatepuu is another one](https://www.sitra.fi/en/cases/clothing-rental-shop-vaatepuu-helps-designers-as-well-as-consumers-shared-use-reveals-whether-an-item-of-clothing-has-been-designed-to-last/), and it offers the customers the possibility to rent clothes instead of buying them and it is an example of how we can rethink business models. This product-as-a-service company tackles the need for a more sustainable clothing industry in a world where overproduction and overconsumption creates unsustainable patterns like the fact that “according to the New Textiles Economy, the clothing production has approximately doubled in the last 15 years, but the clothing utilization per customer has radically decreased . The examples above are different between each other, but they have one thing in common and it´s the fact that the principles behind the business models represents one or several steps that the “R Ladder” proposes: Combi Works could be placed for example at the top in “Refuse”, “Rethink” “Reduce” and “Reuse” as they are avoiding the use of raw materials used in products, and they rethought the way in which surplus is managed. On the other hand, Vaatepuu is an example of how we can “rethink” and reconsider the ownership and use of products.

Figure: R Ladder, What design can do. No waste Challenge. [21]

There is not one way to re-envision materials, however, this “R-ladder” is crucial to understand the priorities in a Circular Economy. This ladder must be read from the top to the bottom, understanding that in the top we have proprietary actions, and at the bottom we have less proprietary actions. “In many national policy documents around the world, the “R-ladder” is used to rank and prioritize strategies towards a circular economy. The higher on the ladder, the more impact the strategy has. However, (...) the number of R’s used, the underlying definition and the order in which they are placed on the ladder varies per country. Priorities of policy makers and societal organizations in the Global South may differ strongly from those in the Western part of the world. In other words, there is no universally accepted R-ladder.” \[21] Nevertheless, this “R-ladder” concept offers a valuable checklist for designers and innovators working on solutions regarding the use and design of products and materials . Moreover, in order to map out the different circular solutions in your organization, it is a good idea to rank them using this tool, and the solutions at the top of the ladder will probably be the ones that have more impact. Now, the next question this chapter aims to answer is: ## Would it be possible for society to be more conscious about the materials we use? Ultimately, the way societies perceive and interact with materials has significant implications for our culture, values and behaviors. In a culture that embraces sustainability and responsible resource use, materials are no longer seen as disposable commodities but as enduring elements of our shared environment. This cultural shift fosters a sense of responsibility and stewardship towards the natural world, encouraging mindful consumption and reduced waste. Our world is composed of various materials, and we interact with them daily. However, the issue lies in our lack of awareness regarding the specific materials we use and the implications of our choices. We often use these materials without considering their nature or reflecting on the potential consequences of our consumption. Are you aware of the fact that the clothes we use are increasingly made with plastics like polyester, nylon and acrylic? Are you aware of the fact that “Just washing them can pollute the oceans”? \[22] If the answer is “yes”: congratulations, you are one of the few people on this planet that are conscious about the challenge of the clothing industry regarding plastic use. There is no one-way recipe to achieve a society that is conscious about the materials we use, however, there is one key element that companies, governments and consumers need to achieve it: labels.

Image: eco label showing the percentage of recycled materials in an H&M product. Photo by Christopher Brosse.

Ecological labels are a crucial instrument both for the circular economy as to reshape how society interacts with the materials we use in our economy. Labels are the “middle-man” between extraction, and consumption, they are the catalysts for consumers to understand what they are really consuming. Eco labeling also serves, indirectly, to promote environmental sustainability. And yet, the “world” of ecolabeling is filled with greenwashing and misleading claims. Recently, a [4Revs Intelligence piece](https://d2w000003xziaeai.my.site.com/onegenerationproject/s/fourrevs-intelligence/a032w00000TuaMHAAZ/the-eu-greenwashing-ban) \[23] tackled one important news that happened in the European Union: “the European Commission published proposed rules to prevent greenwashing and misleading environmental claims by companies. The new rules aim to assure consumers that products and services marketed as green in fact have lower environmental impact.” According to the EU, 53.3% of environmental claims are vague, misleading or unfounded, while 40% lack supporting evidence. Eco-labels can help, but only if we use them correctly \[23]. Governments can help ensure consumer protection, enabling sustainable choices and ending greenwashing. For example, the European Parliament banned generic environmental claims like “environmentally friendly”, “natural” and “biodegradable”, and they are pushing companies to be explicit about the claims they make, for example: T-shirts made of recycled plastic bottles should be specific: T-shirt made with 62% plastic bottles. However, we don't have to wait until there is some legislation to act. Companies are also enablers for sustainable choices and they can also use their packaging and labels as a vehicle for consumer education. A good example of how products, packaging and labeling can be a vehicle for education is[ Mix Clean Green](https://d2w000003xziaeai.my.site.com/onegenerationproject/s/fourrevs-case/a022w00000chhGPAAY/mix-clean-green-making-cleaning-products-truly-clean) \[24]. In one of their products: a scrubbing brush, you can read: “FSC beach wood handle”, “vegan plant-based bristles”, “plastic-free”, “made in Germany”.

Photo by Christopher Brosse.

It can seem simple, but behind this label is valuable information about the type of materials this product uses. It prompts consumers to ask themselves about the other materials used in traditional alternatives. For example, now that the consumer knows that the bristles are plant-based, when they come across another “eco” scrubbing brush, they can ask if the bristles are plant-based, or plastic. This is just a small example of how labels and communication is a tool to re-envision materials. Here are some recommendations if you want to use labels and communications to improve consumer information and ecological education: 1. Be honest and transparent: Communicate to the consumers the current stage of circularity of the product or materials. For example: this product is made of 70% recycled plastic, we want to achieve 100% but we are lacking more providers of recycled plastic. 2. Be specific about your claim. Don't use “Climate neutral product”. Instead, rely on proven information and communicate it. For example: this product has a 60% less environmental footprint than the traditional alternative. 3. Be careful and specific when you use “compostable” products. Instead of just writing “compostable” in a product, look for a certification, be specific about the times and steps for the compostability. For example: this product is home compostable, cut it in small parts and put it in the organic bin. Compostable and biodegradable plastics have been two trending alternatives to traditional plastics, but they carry their challenges. Compostable plastics are made from plant-based materials that break down entirely into natural elements when composted. In contrast, biodegradable plastics may break down into smaller pieces over time but can potentially produce microplastics. If you want to read more about these two differences please read the 4revs Case Study called “[Understanding compostable and biodegradable plastic products: A users' guide](https://d2w000003xziaeai.my.site.com/onegenerationproject/s/fourrevs-case/a022w00000m9FOhAAM/understanding-compostable-and-biodegradable-plastic-products-a-users-guide)”. ## How can we establish connections between industries, to share and reuse materials effectively? Are there proven ways to create circular and reuse systems? From a company point of view, establishing connections between industries to share and reuse materials effectively often involves fostering collaboration, building infrastructure, and creating incentives that facilitate the exchange of materials. Here are some ways to establish connections between industries to share and reuse materials effectively: ### 1. Resource exchange platforms One of the best ways to foster Circular Economy in a Micro and Macro level is to develop online platforms or databases where businesses can list available materials, byproducts, or surplus resources. These exchanges can connect companies with potential users or buyers of these materials, fostering resource sharing. [Austin Materials Marketplace ](https://d2w000003xziaeai.my.site.com/onegenerationproject/s/fourrevs-case/a022w00000HY1UiAAL/austin-materials-marketplace-waste-to-resource)\[25] is the largest North American initiative for materials sharing between businesses, entrepreneurs and manufacturers. It is a platform that connects businesses and organizations to develop and scale new reuse and recycling market opportunities. The platform is basically a “materials matching” that allows companies of all sizes, governments, academia and civic organizations to pair need for resources with surplus materials of other companies or waste flows that otherwise would end in landfills. ### 2. Material passports To re-envision materials, it is important to implement material passports or tracking systems that record the origin, composition, and potential for reuse or recycling of materials in products. This information can be shared across industries, promoting informed material choices and facilitating reuse. In Asia, [brands like Blue Korintji Coffee and Fishcoin](https://d2w000003xziaeai.my.site.com/onegenerationproject/s/fourrevs-case/a022w00000HWJ9cAAH/blockchain-for-food-traceability-building-safe-and-healthy-food-supply-chains) \[26], are using blockchain as a way to offer food traceability. Blockchain stands out as a key technology for ensuring food traceability, ensuring information integrity, and enabling the tracking of food back to its source. This technology also enhances public visibility of data, yielding advantages for various stakeholders in the food chain. Consumers benefit from increased awareness regarding the quality and health of their food, empowering them to make informed choices. While this illustration predominantly focuses on Blockchain rather than Material Passports, it effectively conveys the concept we seek to articulate in discussions about material passports. The example serves as a means to elucidate the characteristics and qualities we are exploring within the context of material passports. ### 3. Industrial symbiosis Promote the concept of industrial symbiosis, where one company's waste or byproduct becomes another's input. Governments and organizations can facilitate symbiotic relationships by identifying opportunities for collaboration.
4REVS initiative: Intelligent Materials Pooling Platform 4Revs initiative: Intelligent Materials Pooling Platform

During a recent meeting of Nelis´ Global Innovation Hub, the subject of industrial symbiosis was discussed. Participants from different companies like Askul, Hitachi, Daiken, NEC, and Nikken, talked about how they could start a new program to design a highly circular society. The platform refers to the concept of “Intelligent Materials” and in the next 10 years they want to develop a material-matching-platform to explore the use of secondary materials to reuse or upcycle.

Participants from different companies like Askul Corporation, Hitachi, Ltd., DAIKEN CORPORATION, NEC Corporation and NIKKEN SEKKEI Ltd. are starting a new program to design a highly circular society. In the next 10 years they want to develop a material-matching-platform to explore the use of secondary materials to reuse or upcycle:

Recycled or secondary resources have less economic rationality than natural resources newly used in Japan. There are few incentives and regulations for businesses to use them. Thus, even the most advanced start-up which has high quality recycled materials with LCA and high traceability, is struggling to find the partners. Our scope of work is significantly broad so we always welcome to reach out or join our program if someone has interest in from both internal / external 4Revs communities.

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On a smaller scale,[ in Colombia, a small brewery called Vinicia ](https://d2w000003xziaeai.my.site.com/onegenerationproject/s/fourrevs-case/a022w00000SO4fTAAT/from-latam-to-the-world-tackling-circularity-through-industrial-symbiosis)\[27] started a simple industrial symbiosis ecosystem after they figured out a way to use one of their waste materials from the production of beer: the malt. Vinicia was founded by two industrial engineers, so they figured out a way to transform malt into a type of plastic that can be used for the soles of shoes. After that realization, Vinicia decided to spin off and develop a shoe brand called Magma, which integrates this innovation in their business model. Today, Vinicia also sells the protein left from a brewing process called “Wort Kettle” as protein for cows and vertebrates. Vinicia´s mission is to become Zero Waste, and industrial symbiosis has been working for them. By implementing these strategies, industries can establish a robust ecosystem that encourages the efficient sharing and reuse of materials, reducing waste, conserving resources, and promoting sustainability across various sectors of the economy.

Figure: Key Actors and Main Resource Exchanges in an Industrial Symbiosis ecosystem. Source: [27]