Courting Today's Eco-Conscious Consumers With Closed-Loop Systems
In response to consumer demand, brands from Gillette to Nespresso are taking responsibility for the waste their products generate, establishing new circular business models
Excessive packaging can ruin the experience of buying a product, especially knowing the impact that single-use materials have on the world. To combat this issue, some brands are now adopting closed-loop retail in a wider move toward sustainability, which sees them cutting down on packaging and allowing reuse. By taking responsibility for their entire product, customers can now buy from brands like Gillette and Nespresso guilt-free.
Gillette x TerraCycle Razor brand Gillette teamed up with recycling company TerraCycle to launch a nationwide recycling program for its disposable razors, blade cartridges and plastic packaging. Customers can sign up for the program, download a tracking label and mail the items back in a puncture-proof package. Community spaces such as offices, gyms and colleges have also become drop-off points.