Circular economy: a matter of common sense
By 2035, circular thinking should become the new normal, says Tom Duhoux, circular economy expert at VITO. ‘When we make the circular economy the standard model, we can immediately address important challenges such as CO₂ emissions and dependence on raw materials.’
From a throwaway society to a re-use society
Sixteen kilograms. That’s how much textile waste the average European discards each year. Most of it ends up being incinerated once and for all. Huge amounts of food, batteries and electronics also go to waste.
That’s got to change, says Tom Duhoux. He came to this realisation after studying commercial engineering at the University of Antwerp and later working for a waste-processing company, where he was confronted with the excesses of our throwaway society.
Since then, Duhoux has immersed himself in circular thinking. First through projects with companies and his own consultancy firm, and later as the founder of HNST, a sustainable jeans label. Today, he works as a circular economy researcher at VITO.
The circular economy: more than just recycling
Duhoux wants to dispel one myth: circular thinking is purely about recycling. ‘The biggest gain lies in extending a product’s lifespan.'
Ultimately, it all comes down to three questions.
- How can we use fewer and better raw materials?
- How can we make a product last longer?
- And how can we ensure that products remain high-quality after use?
'A truly circular product offers answers to all these questions. But this requires collaboration across the entire value chain, which is a major challenge in a world where services, raw materials and components come from all corners of the globe.’
How do you persuade companies to adopt a circular approach?
Another challenge is that recycled materials are often more expensive than primary raw materials. So how do you convince manufacturers to think in circular terms?
Duhoux: ‘You can highlight the benefits for companies. If you use recycled materials, you’re less dependent on fluctuating raw-material prices. And with high-quality design and repair services, you can build stronger customer relationships.’
The government as a catalyst for circularity
Governments also have a key role to play. ‘Legislation can be used to set minimum standards for recycled content, reuse or recyclability. In 2020, the EU took an important step with the Circular Economy Action Plan (CEAP), one of the pillars of the Green Deal.’
But governments could go even further. ‘People sometimes ask why circular jeans are so expensive. But the real question is: why are regular jeans so cheap? The social and environmental costs aren’t included in the price tag. Governments could correct this imbalance through taxation.’
People sometimes ask why circular jeans are so expensive. But the real question is: why are ordinary jeans so cheap?
Circularity as the new norm by 2035
Is a change in mindset realistic in the near future? ‘I hope that circular thinking will become the new normal by 2035. And that’s definitely achievable. Provided we don’t cling to another myth about the circular economy: that it is a marginal phenomenon, and that other problems are more urgent.’
'When we make the circular economy the standard model, we immediately address major challenges such as CO₂ emissions, biodiversity loss and dependence on primary raw materials. Circular thinking is, quite simply, a matter of common sense.’
Figures to consider
- Europeans consume an average of 14 tonnes of raw materials
- Europeans produce around 5 tonnes of waste every year.
- Only 11.8% of the raw materials used in the EU come from recycled