WASTE NOT
Sustainable Brands Issue in Focus
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Waste Not: Striving for Net Positivity

A UK startup called MacRebur is replacing part of the bitumen in asphalt with recycled plastic to make better roads, which are cheaper to construct, more durable and have lower carbon footprints. | Image credit: MacRebur

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In nature, we do not critique abundance; rather, we celebrate it. Every by-product of every organism is used for the next process of life. In nature, “waste” equals food.

More and more emphasis is being placed on reducing humans’ collective environmental impact to zero. However, this idea goes against the human desire to produce and create, and shames larger organizations for their impact on the planet. But by rethinking our processes and being more strategic with design and materials, we too can achieve net positivity.

Here, we highlight the opportunities organizations are taking at every step of the product life cycle to limit their negative impacts on the environment. From circular innovations in product packaging to post-use recovery efforts to partnerships that maximize both environmental and financial impact, these organizations are truly leading the way in achieving net positivity.


Launched in 2006, Sustainable Brands has become a global learning, collaboration, and commerce community of forward-thinking business and brand strategy, marketing, innovation and sustainability professionals who are leading the way to a better future. We recognize that brands today have… [Read more about Sustainable Brands]


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