Closing the Loop: Why the 'New' Circular Economy is a Return to Smarter Systems for Drinks
Over the past month, we've focused heavily on the implications of the DMCC Act and the critical need for transparent, substantiated environmental claims. Getting communication right is vital, but it must be underpinned by genuine action and sustainable operational models. This leads us naturally to our next topic, a theme I believe is fundamental to the future resilience and responsibility of the drinks sector: The Circular Economy.
We often talk about the circular economy as a 'new' model, a necessary shift away from the dominant linear system of take resources, make products, use them, and the lose the resources. This 'take-make-use-lose' approach, born largely from post-industrial revolution abundance and the rise of consumer convenience culture, is inherently wasteful and unsustainable. The drinks industry, reliant on agriculture, water, energy, and significant packaging volumes, is deeply embedded within it.
But calling the circular economy 'new' overlooks a crucial historical truth and ignores successful systems operating right now.
A History of Positive Change - Celebrating B Corp
March is B Corp Month, this year with the playful theme of Gen B, a nod to the youngest generation in the world force and the importance that we all have to creating the change we wish to see in the world. It’s a time to celebrate businesses that balance purpose and profit, using their influence and operations to create positive change, whether that be environmental or social. In the drinks industry, where sustainability and ethical business practices are becoming increasingly important, B Corp Certification is a powerful marker of commitment to a better way of doing business, one that signifies to distributors, buyers, and citizens, in one recognisable logo, that your brand is a force for good in the world.
The B Corp movement, established in 2006 by B Lab, has been pivotal in redefining business success and tracing the journey of B Corp-certified drinks brands offers insight into the industry’s evolving dedication to positive impact.
Raising the Bar: B Corp’s New Standards
If you’ve been keeping an eye on the B Corp movement, you’ll know it has been both celebrated and criticised over the years, particularly in the drink industry. On one hand, it’s a powerful global initiative proving that business can (and should) be a force for good. But on the other hand, some companies have secured certification without truly living up to the high expectations and spirit of a B Corp business.
Hopefully, that’s about to change. B Lab (the organisation behind B Corp) is rolling out new certification standards in 2025, tightening requirements and addressing some of the concerns that have cropped up in recent years. But why the change? What does it mean for sustainable businesses, especially those in the drinks industry? And will this help prevent the ‘B Corp greenwashing’ concerns that have hit brands like BrewDog and Nespresso as well as live up to the high standards that other companies expect?