As regular readers of this blog know, I find the circular economy to be one of the most exciting ideas in corporate sustainability. This is the idea, sometimes called closing the loop, that when we are done with products, they can be recycled and made into something else, with zero waste. It’s inspired by nature, of course, where nothing goes to waste.
To show the way to the circular economy, consider the aluminum can. Aluminum has the wonderful property of being able to be recycled after use, with no degradation in quality (as opposed to say, PET plastic, which tends to break down every time it is recycled.) Recently I heard about a company called Novelis that has made aluminum recycling the core of its business model. A $9.8 billion company based in Atlanta, Novelis has created a new product called the ‘evercan’ which is guaranteed to have at least 90 percent recycled content–a breakthrough that the company hopes to produce and market with a big beverage company.
Novelis is profiled in my latest story for Guardian Sustainable Business. Here’s how it begins:
Recycling aluminum is a no-brainer – or, at least, it should be.
Producing aluminum beverage cans out of recycled scrap, instead of by mining bauxite and manufacturing new ingots, saves energy, carbon emissions and money. The same is true for the aluminum that goes into cars, planes, electronics and buildings.
If businesses and consumers want to get serious about creating a circular economy – where everything, once used, is made into something else and nothing goes to waste – aluminum is a very good place to start.
Yet the recycling rate for aluminum cans in the US is a mere 55%. That’s below the global average of about 70% and well below rates of better than 90% than Scandinavian countries can boast – or Brazil’s 98% recycling rate.
The low US rate represents an enormous waste of materials and energy – and a big opportunity. Atlanta-based Novelis is aggressively seizing that opportunity.
The $9.8bn firm converts aluminum into flat sheets, most of which is then turned into beverage and food cans. Novelis is already the world’s biggest aluminum recycler, and it aims to do more. Its chief executive, Phil Martens, says the company wants to turn its “whole business model from a traditional linear one to a closed-loop one”.
I’m delighted that Novelis’s CEO, Phil Martens, has agreed to speak at Fortune Brainstorm Green, the magazine’s conference about business and the environment. Next year’s Brainstorm Green will be May 19-21 at the Ritz Carlton in Laguna Niguel, CA. I’m once again co-chair of the event. Watch this space for future announcements of speakers and topics.