As environmental consciousness rises globally, the traditional linear ‘source, produce, discard’ model of production and waste management is proving unsustainable in a world grappling with climate change, pollution, and resource depletion.
In its place, the circular economy offers a forward-thinking solution, prioritising resource efficiency by keeping materials in continuous use, extracting maximum value before recovery and regeneration. This is best exemplified int the glass bottle.
Around the world, businesses are turning to reusable glass bottles as a sustainable alternative to single-use plastics, implementing initiatives to reduce waste, lower carbon emissions, and foster circular economies.
To fully realise the potential of a circular economy for glass, businesses must address key challenges: shifting consumer behaviours, designing products for reuse, streamlining collection and cleaning logistics, and adapting business models to different regulatory landscapes.
Consumer participation is crucial, requiring businesses to invest in awareness, incentives, and seamless engagement strategies. While many consumers prefer single-use packaging, incentives like deposit refunds and clear communication about environmental benefits are essential.
Europe's Deposit Return Schemes and Africa's Zero Waste campaigns demonstrate effective consumer engagement. In Kenya, some breweries use returnable glass, and informal waste pickers collect recyclables, providing a solid foundation.
Building on effective consumer engagement, strategic partnerships with retailers and consumers further facilitate efficient collection. Streamlining logistics is vital; technology like smart bins and advanced cleaning systems can improve efficiency.
Transitioning to a circular economy presents a compelling business case. Sustainable operations reduce raw material costs and enhance brand reputation.
A 2022 report by the Ellen MacArthur Foundation estimates that circular economy initiatives could contribute over $4.5 trillion in economic benefits globally by 2030.
The reuse market alone represents a multibillion-dollar opportunity, offering cost savings for businesses, value for consumers, and job creation across the supply chain.
Additionally, moving to reuse models has the potential to reduce plastic leakage into water bodies by over 20 percent annually by 2040. For Kenyan businesses, reusable glass systems can cut costs and create jobs, potentially boosting GDP.
The transition to circular economy models is not just an option, it is a necessity for the health of our planet and future generations. Businesses, consumers, and policymakers must work together to scale up sustainable practices and build a resilient, resource-efficient economy.
As more companies embrace circular economy principles, the entire industry stands to benefit from reduced waste, lower costs, and stronger consumer trust.
To support these efforts, the Kenyan government could offer tax breaks for businesses investing in reusable packaging, implement extended producer responsibility schemes, and invest in waste management infrastructure.
The journey to a fully circular economy may be complex, but with bold leadership and collective action, we can create a future where waste is not an endpoint, but a valuable resource in an ongoing cycle of renewal.
The writer is the Marketing Manager, Spirits at Diageo.
