15 Years on the Frontline of Waste

15 Years on the Frontline of Waste

And one thing stands out: our bins are overflowing—and so are our opportunities. 

Every year, we dump over 400 million tons of plastic.
Nearly 40% comes from packaging alone.

That’s our “take–make–trash” mindset made visible.

What did 15 years teach me?

1️⃣ Waste is a design flaw.
If you design for single-use, you get single-use waste.

2️⃣ Packaging is the biggest opportunity.
Lighter materials, reusables, deposits, refills—profit and impact can absolutely go hand in hand.

3️⃣ Ambition creates momentum.
Policy, business, and citizens together can flip systems faster than we think.

4️⃣ The business case is massive.
The circular economy isn’t a niche—it’s a multi-trillion-euro opportunity across every sector.

5️⃣ And most importantly:
People embrace solutions that are simple, beautiful, and fair.

The reality is clear:
➡️ The bin is overflowing.
➡️ Opportunity is too.

Which step will you take today? ♻️🚀

#circulareconomy #innovation #regeneration