Committing to Sustainability (Yes, Really!)


Recycle icon made of denim

Want to put your commitment to sustainability front and center with customers? Then give them products that can be easily recycled.


Not only are these programs good for Planet Earth, but they're also good business. More and more, consumers are interested in finding retailers and brands committed to recycling, and they're rewarding them with greater loyalty and more purchases.


Nike: Recycling, Designed Right In


Successful recycling programs aren't add-ons or afterthoughts—they're the result of focused design thinking. Remember: 80% of a product's environmental impact can be influenced in the design process.


No one understands the design-for-sustainability mantra better than Nike. Since 1990, the company has recycled 33 million pairs of shoes through its Reuse a Shoe program. And its power comes from two thoughtful design elements: (1) the shoes generate little waste, begin with, and (2) the shoes are designed to be easily repurposed at the end of their life.


Nike has created Nike Grind, "a suite of high-performance materials made from recycled footwear and manufacturing scrap." Nike Grind transforms community sports facilities by resurfacing running tracks, basketball courts, and other play top surfaces.

Now that's world-class recycling, all designed from the get-go.


More Recycling Success Stories


I realize I use many examples from the retail fashion space to illustrate the circular economy's challenges and triumphs. But that's for two good reasons.

  • First, there are tons of these items making their way into landfills.

In the US alone, we throw away an estimated 17 million tons of textiles annually. The Ellen MacArthur Foundation tells us that a garbage truckload of textiles is incinerated or dumped into a landfill every second.

  • And second, the apparel industry offers us hope.

Retailers, brands, suppliers, and consumers are getting more serious about sustainable solutions. After years of foot-dragging and half-hearted efforts, the industry is finally starting to overcome the mindset, infrastructure, and cost issues that have slowed circular initiatives' progress.

But we can also find significant wins to celebrate beyond fashion. For example, the automotive industry is responsible for approximately 20% of retail sales in the US each year. But it has also produced CO2-emitting cars that have wreaked havoc on the environment.

More and more consumers are opting to buy electric and solar vehicles to help stop the pollution. But carmakers are also designing cars that can be recycled at the end of their life.

Automobiles are the most recycled consumer product in the world today, and on average, the industry now designs cars so that 80% of its parts can be recycled. Leading manufacturers, such as BMW, have reached the 95% mark.


The point of all these examples? Whether the industry is big or small, or the products simple or complex, you can find ways to make your product recyclable. The trick is to get people to recognize the product and then use it.

Incentives and New Habits


Today, 35% of consumer waste is being recycled. People have options when it comes to recycling glass, cardboard, and cans. But it's not so easy to recycle consumer goods themselves. That's why brands and retailers are creating ways to collect end-of-life products.

Consumers are rightfully anxious about the waste they're generating through consumption. They understand that they're part of the problem, and they're seeking partners to help them change their behaviors.

Enter the incentive.

In an earlier post, I mentioned that becoming a parent had made me a poorer globa