< Previousto benchmark our customers against their peers. Th is helps our customers understand how they stack up in the industry, which then allows them to identify respective areas for improvement. On the fi nancial side, we assist clients with forecasting fees and anticipating compliance costs by analyzing historical data and market trends. Additionally, we analyze end-of-life disposition data to rec- ommend best practices for managing prod- ucts at the end of their life cycle, including recycling and recovery options. Our goal is to guide companies in their environmental compliance journey and maximize resource recovery, which are fundamental aspects of the circular economy. How do you collaborate with governments, businesses, and non- governmental organizations (NGOs) to standardize and share data in ways that benefi t all stakeholders? Good data is critical to any decision-mak- ing process. Canada’s Federal Plastics Registry, for example, will require large amounts of data that not every business is equipped to collect. Th is is further exacerbated by the diversity of sectors that are obligated to report. Its scale is too large for any one entity, necessitating industry associates to begin collaborating to manage it effi ciently and eff ectively. RLG plays a large role in these kinds of collaborative eff orts. Working closely with both government offi cials and obligated producers, we have a deep understanding of the concerns of producers and the op- portunities where both producers and the government can meet in the middle. We help facilitate conversations between the right people, know where we can iterate, and understand when new solutions need to be created. In this way, our global expertise and years of experience support progress to- ward a more circular economy. Are you seeing technologies such as artifi cial intelligence (AI), data analytics, and digital platforms play a bigger role in accelerating the transition to a more circular economy globally? Technology is really at the heart of driving this change. We’re seeing a signifi cant increase in the use of technologies like AI and data analytics for collecting data and analyzing trends. We believe that sustainability and data analytics go hand-in-hand. By leveraging advanced technologies like our Supplier Data Hub and Data Insight Platform, we help businesses collect, organize, and analyze critical data. Whether it's reporting under packaging EPR or PFAS, data plays a key role in driving effi ciency and eff ec- tiveness in all sustainability eff orts. With the right analytics, businesses can answer key questions and identify clear paths forward, enabling smarter decision-making and stronger outcomes throughout the entire supply chain. Technology is becoming increasingly important in connecting stakeholders across the supply chain, and AI is now being used by companies to collect infor- mation and answer questions about the material composition of their products. Th ese technologies enable collaboration between manufacturers, recyclers, and consumers, making it easier to share data and insights. ● Rachael Graziotto, Director of Circular and Compliance Solutions at Reverse Logistics Group (RLG), meeting with the Hon. Steven Guilbeault, Minister of Environment and Climate Change, Government of Canada, at the Great Lakes Sustainable Growth Forum . Our goal is to guide companies in their environmental compliance journey and maximize resource recovery, which are fundamental aspects of the circular economy. 40 CIRCULAR ECONOMY MAGAZINEWhat insights have you gained from working with data that challenge common assumptions about waste, materials, or resource use globally? A common assumption is that high recycling rates equate to eff ective mate- rial recovery. However, data often reveals signifi cant losses in the recycling process due to contamination, ineffi cient sort- ing, or lack of processing infrastructure for certain materials. Th is highlights the need to design products with end-of-life recovery in mind and promote circular economy principles. Another key insight is the importance of assessing the full life cycle of materials when making design choices. It’s often assumed that materials like bioplastics are inherently more sustainable than conven- tional options. However, data reveals that their production can involve signifi cant environmental impacts, such as high land use, water consumption, and greenhouse gas emissions. Additionally, without proper industrial composting facilities, bioplastics may not break down as intended, which can lead to pollution challenges similar to those of conventional plastics. Th is challenges the assumption that alternative materials are always better and highlights the need to evaluate the environmental, social, and economic impacts of materials across their entire life cycle — from raw material extraction to end-of-life disposal. It also emphasizes the critical role life cycle assessment plays in making informed and truly sustainable material choices. Looking ahead, what opportunities do you see for the circular economy in Canada over the next decade, and how do RLG and Reconomy envision being part of this future? As sustainability becomes more important to businesses and consumers in Canada, we expect to see a growing demand in numerous areas of the circular economy. For example, we recognize a signifi cant opportunity for sustainability as a service. Th is is especially useful in tackling scope 3 emissions, which come from a compa- ny’s entire supply chain. We expect that addressing scope 3 emissions will help businesses meet their sustainability goals while responding to growing pressure from regulations and consumers who want more transparency, as well as positively impact- ing the environment. Circular take-back programs are also becoming increasingly important. We believe there’s a strong market for estab- lishing systems that encourage consumers to return products at the end of their life cycle. Th is not only helps reduce waste but also allows us to reclaim valuable materials for reuse, refurbishing, and recycling. Th ere’s certainly a growing demand for textile take-back programs, where clothing and other fabric materials can be collected, refurbished, and reintroduced into the market. In fact, Reconomy has recently set up a textiles PRO in Italy and launched a tech-enabled service called ReDress,2 an innovative solution that helps businesses understand their global textiles obligations, legislative timelines, and reporting require- ments. We believe it’s only a matter of time before similar legislation is enacted in Canada, and we’re ready to assist the industry and consumers in this important take-back initiative. When it comes to reuse, we’re notic- ing a shift toward this important practice across various sectors. For example, Reuse Ottawa,3 a reusable food container pilot, launched by the Circular Innovation Council and its partners, is a great initiative aimed at eliminating single-use plastic waste. We’re also excited about the continued growth of EPR in Canada. By holding pro- ducers accountable for the entire life cycle of their products, we can encourage inno- vation and the shift toward more sustain- able practices. At RLG and Reconomy, we envision being at the forefront of these ini- tiatives, collaborating with businesses and communities to develop eff ective take-back systems and improve recycling processes. ● Brandon Seegmiller, Vice President of PRO Services and Support at Reverse Logistics Group (RLG), with the Hon. Andrea Khanjin, Ontario’s Minister of the Environment, Conservation, and Parks, at the Canadian Waste to Resource Conference (CWRC) . rev-log.com/en_ca reconomy.com linkedin.com/company/ reverse-logistics-group linkedin.com/company/reconomy youtube.com/ @reverselogisticsgrouprlg228 1. Learn more about the Data Insight Platform at rev-log.com. 2. Read “Reconomy launches ReDress to help textile producers meet expanding international EPR regulations” from April 15, 2024, on the RLG and Reconomy website, rev-log.com. 3. Check out reuseottawa.ca. APRIL 2025 • ISSUE 01 41CANADA’S BIGGEST CHALLENGE #2 Affordability As costs rise, affordability is a concern for households, businesses, and governments. Sustainable options are often perceived as expensive or inaccessible, but affordability in a linear economy can carry hidden costs due to environmental degradation, social inequities, and maintaining or replacing low-quality products. We must redefine value, shifting from disposable to durable, costly to cost-effective, and wasteful to resourceful. 42 CIRCULAR ECONOMY MAGAZINE SOLVING CANADA'S CHALLENGES WITH THE CIRCULAR ECONOMYWe’re throwing away over 50 million tonnes of electronic and electric goods, worth 63 billion dollars, every year. Imagine the savings if we started to reuse these materials! (Sitra) By transitioning to a circular economy, as much as US$4.5 trillion in additional global economic growth can be gained by 2030, or $25 trillion by 2050. (Accenture Strategy, Waste to Wealth: The Circular Economy Advantage) Globally, roughly a third of all food (equal to 1.3 billion tonnes annually) is lost or wasted at an annual value of nearly US$1 trillion which, in turn, raises prices for consumers. (FAO fao.org/4/mb060e/ mb060e.pdf) How the Circular Economy Can Lower Costs 1)Extending product lifespans by repairing, refurbishing, and reusing keeps products in circulation longer, saving consumers money by reducing frequent replacements 2)Promoting shared ownership models, like clothing rental services or car shares, helps consumers avoid the upfront ownership costs and reduces overproduction 3)Using resources like recycled materials, designing for modularity, or operating take-back schemes can cut costs for businesses, create value for consumers, and stabilize prices amid market volatility 4)Implementing circularity minimizes waste, reduces expen- sive disposal fees, and offers a revenue stream of recovered end-of-life materials Case Study: The New Meaning of “Moving” Vancouver-based Renewal Development rescues, relocates, modernizes, and repurposes homes in British Columbia, which is 20-40% cheaper than buying new, eliminating most of the production- and construction-stage GHG emissions. Case Study: Let’s Talk SHT IKEA Canada eliminated the double tax on secondhand items with the SHT (Second Hand Tax) initiative in April 2024, allowing Ontario customers to shop their secondhand furniture tax-free and inspiring an ongoing discussion to end the double tax. A Call to Action The circular economy redefines affordability by emphasizing shared value and long-term savings over short-term cost- cutting. Policymakers can incentivize businesses to adopt circular models and invest in programs that expand access to affordable circular solutions. Businesses should rethink pricing structures and offer rental, repair, and secondhand options. Consumers can make sustainable living more affordable by adopting circular practices like repairing, renting, or buying secondhand. By embracing circular systems, we can make quality, durability, and sustainability affordable for everyone. APRIL 2025 • ISSUE 01 43 CASE STUDIES & FACTSJ ust like nature’s ecosystems, humans and our economic systems are intrinsically linked to all the interconnecting facets. That’s why circularity can’t happen in a silo — we need to take an approach from the top down and look to all stakeholders to make real change happen. We spoke with Maya Colombani, Chief of Sustainability & Human Rights, in collaboration with Patricia Miotto, Communications & Engagement Manager, Sustainability & Human Rights, at L’Oréal Canada, about how this beauty giant is centring circularity, from its formulas to merchandising and its customers to suppliers. What inspired your organization to engage in circular economy initiatives? Th e idea that the world has infi nite resources does not hold anymore. For now, materials that are cycled back into the global economy after the end of their useful life account for 7.2% of all material inputs into the economy. Th is means that more than 90% of materials are either wasted, lost, or remain unavailable for reuse for years. We must evolve from the current “take-make-waste” linear economic model to a circular “reduce-replace-reuse-recycle” model, transforming what is today our waste into new resources is our goal. With leadership comes responsibility, and L’Oréal is resolutely committed to adopting the circular economy model. We have the responsibility to contribute to our society by respecting planetary boundaries and promoting social justice. Sustainability, including circularity, should be the centre of our business as the top priority, at the centre of all the deci- sions that we make, in order to engage the whole value chain and the full ecosystem. Th anks to our deep business transfor- mation, we are the only company in the world that has for nine consecutive years been recognized by CDP on its annual “A” list,1 which rates on climate change, waste management, and forest preservation. We have also been awarded a platinum medal from EcoVadis,2 thus appearing in L’Oréal Canada Making circularity the centre of the beauty industry ecosystem ● Our sustainable committee members during a team building activity/off -site in nature. 44 CIRCULAR ECONOMY MAGAZINEthe top 1% of companies assessed (out of 100,000 companies), rewarded on four ma- jor themes: environment, ethics, social and human rights, and responsible purchasing. To do so we have a strong governance with a chief sustainability offi cer as part of the executive committee reporting directly to the president, as well as a sustainability committee, with 32 experts from across the value chain. What do you consider to be your biggest circularity success? Can you share any stories of the impact your work has had that have surprised you? We want to be a laboratory for good, by transforming our business inside and outside, with our ecosystem and with a 360 transformation. We integrate circularity inside our own business, and we stretch it to the full ecosystem. From research and development of ingre- dients to product packaging, we are rethink- ing our actions and interactions to make circularity the centre of our ecosystem. In every step of our value chain, we act to reduce, replace, reuse, and recycle. We create new sustainable beauty routines accessible to all and raise awareness to help our consumers to make more informed choices. Circularity starts from the inside. In terms of circular innovation in our product off erings, we promote eco-design product innovation in all of our portfolio, with 99% eco-design products. We also promote circularity and responsible packaging: 100% Forest Stewardship Council (FSC) certifi ed, 85% polyethylene terephthalate (PET) recycled (2023). We will launch the new sustainable bottle for L’Oréal Paris with 27% less plastic, 100% recycled plastic, and 56 tonnes of plastic saved. By 2030, we target to have 100% recycled or bio-sourced. Additionally, we are shifting traditional products to refi lls. Currently, we lead the luxury market, with an average of 72% less plastic versus products, 45% less glass, and 66% less metal. Furthermore, we’re progressing the optimization of packaging by reducing the weight of boxes and instruction sheets, continuously increasing the use of recycled plastic, maximizing recyclability, and mobilizing consumers by proposing, when possible, refi llable containers versus single-use packaging. ● Refi ll & Reforest, a L'Oréal Canada initiative that's making an impact. In partnership with Tree Canada and Shoppers Drug Mart, we are planting over one million trees in the Northwest Territories to restore areas aff ected by forest fi res. For every refi llable product purchased at Shoppers Drug Mart, one tree is planted, in close collaboration with local First Nations, in particular the Tłı̨chǫ communities. Launched by Luxe Canada in 2023, and becoming a One L'Oréal Canada initiative in 2024, we are proud to have a positive impact on our people, our nature, and our business. We create new sustainable beauty routines accessible to all and raise awareness to help our consumers to make more informed choices. APRIL 2025 • ISSUE 01 45Last but not least, we promote circulari- ty and responsible formulas, today with 65% of natural ingredients in our products, and by 2030, we’ll reach 95% with green science, 100% sustainably sourced. Among many initiatives, the sourcing of plant-based ingredients promotes regenerative agricultural practices that ideally require reduced surfaces. However, we also go beyond with a 98.5% responsible eco-design merchandising. When it comes to circularity in our site, there’s a recycling process on all our sites. Th e downtown offi ces, distribution centre, and factory are certifi ed Ici on Recycle3 by Recyc-Québec. In fact, our headquarters, distribution centre, and factory all run on 100% renewable energy. We also promote sustainable infrastructure with LEED Platinum Certifi cation for our downtown offi ces. Going forward, we are planning our Waterloop Factory for 2026, not wasting water in any steps of the production process. How do you feel that transitioning to the circular economy will benefi t Canada and the world? Th e circular economy will focus on reusing and recycling products and slow down the use of natural resources. It will reduce landscape and habitat disruption and help to limit biodiversity loss. It is an opportunity to create a positive movement to engage our full ecosys- tem into circularity in order to scale up our impact. We encourage our suppliers to off er new solutions promoting circularity. For example, we recycle all industrial pallets with our supplier, IPS Greenergy,4 we recycle our merchandising with our supplier Array,5 and we give a second life to all our stretch wrap with our supplier Carrousel.6 ● One of our suppliers, Altavia, who came to visit us at L’Oréal Canada. ● Our fi rst paper tube Anthelios dermo Kids Eco-Tube. 46 CIRCULAR ECONOMY MAGAZINEWe commit with our suppliers toward zero deforestation through the 100% FSC certifi cation. We have embedded sustainability throughout our value chain and today, the L’Oréal Professional division is going even further with the launch of the Hairstylists for the Future7 program. Th is initiative in partnership with the NGO Green Circle Salons8 will continue to transform the hairstyling industry and embark hairstylists around the world on a sustainable journey. Green Circle Salons is the industry’s fi rst sustainable salon solution dedicated to fi ghting beauty waste. Th is award-winning program empowers salons to off set their emissions and recover up to 95% of their beauty waste. In 2024, we reached 800 salons in all of Canada with this program. What are some of the challenges you typically face working in the circular economy space? To engage even more of the full ecosystem to gain scale, meaning all the suppliers, our consumers, and our retailers, and to make the circular economy the new normal, we need to go further and expand new technologies as we do with our partnership with start-up Carbios9 which promotes circularity and biotechnology. As part of their commitment to promoting the circular economy through innovative plastic recycling solutions, L’Oréal and Carbios have signed an agreement to jointly found a fi ve-year consortium to bring the bio-recycling technology designed and developed by Carbios to market on an industrial scale. Th e partnership is open to industries from other sectors looking to develop new plas- tic bio-recycling solutions. Carbios has developed an enzymatic bio-recycling process for plastics that breaks polymers down to the basic com- ponents (monomers) originally used to create them. Once separated and purifi ed, the monomers can be used again to create virgin plastic, without losing any value through the recycling process. Th is biolog- ical process is free of the constraints facing conventional recycling techniques and is the fi rst step to developing a new way of managing the plastic life cycle — in line with the circular economy. L’Oréal and the other manufacturers in the consortium will benefi t from the development of this Carbios innovation and will be fi rst in line to receive the fi rst available units. L’Oréal will use this new technology during the design phase for new packaging, thereby promoting the circular economy. We also partnered with the NGO EcoSchools10 to promote sustainability in Canadian schools. EcoSchools Canada off ers a certifi cation program11 for elemen- tary through secondary schools, nurturing environmental learning and climate action. Th eir innovative and bilingual certifi ca- tion program is free for publicly funded schools; it helps to incentivize, track, and reward environmental actions that reduce energy and waste; and it raises awareness and incorporates environmental learning into the curriculum. In terms of partnership, we support their objective of growing their awareness amongst teachers and parents in Canada. We also worked with teacher infl uencers to Green Circle Salons is the industry’s first sustainable salon solution dedicated to fighting beauty waste. ● Start-up, Evoco, based in Toronto. APRIL 2025 • ISSUE 01 47create content for EcoSchools on TikTok. Th anks to our partnership, EcoSchools, reached 39,000 users versus 13,000 the year previous. Are there any upcoming initiatives or projects related to the circular economy you'd like to share? We promote circularity through dis- ruptive start-ups that create solutions. L’Oréal dedicated €50 million in funds with Canadian partner Cycle Capital12 and Demeter to support start-ups with solutions to recycling or creating new ma- terials that promote the circular economy. Th rough this fund, two start-ups, Evoco13 and Aplantex,14 have been supported and accelerated for their solutions to promote circularity. Evoco, a disruptive Canadian company, is transforming the material landscape with its innovative bio-based solutions. Th eir shared vision highlights the importance of collaboration in addressing one of the largest contributors to global greenhouse gas emissions: materials. Aplantex’s industrial green biotech platform aims to mass-produce locally and throughout the year, in a controlled envi- ronment, the phytochemical ingredients in demand by the cosmetic, pharmaceutical, and agrifood industries. Th e process uses renewable hydroelectric power, gener- ates no waste, and the phytoreplicators capture and assimilate up to 40 % of their dry weight in atmospheric carbon dioxide. Aplantex thus joins the circular economy frontrunners. What can people do to help spread the word about or take action toward advancing the circular economy in Canada? How can they support your mission? Th e circular economy needs a deep culture shift in terms of internal process and eco-design but also the full commitment of the people that belong to the company. It’s fundamental to change our mindset from linear to circular in each decision we take, in each department, from the top until the operational frontline. Th e change will be, of course, progres- sive, but the point is to not give up on each improvement. Creating a movement for good and upskilling the full ecosystem is necessary to scale up a positive impact on the circular economy. Th e circular economy is a long journey but the only way to respect the limited re- sources on Earth. It’s a unique opportunity to be creative, reinvent our business, and process collectively. 1. See loreal.com/en/press-release/group/cdp-2022. 2. Learn more at ecovadis.com. 3. Check out recyc-quebec.gouv.qc.ca. 4. See ips-greenergy.com. 5. Learn more at arraymarketing.com. 6. Check out carrousel.ca. 7. Read “Hairstylists For The Future: Improving our sustainability practices, one salon at a time” on the L’Oréal Groupe website, loreal.com. 8. Learn more at greencirclesalons.com. 9. Check out carbios.com. 10. Read more at ecoschools.ca. 11. Learn more at ecoschools.ca/certify/what-is-certifi cation. 12. Check out cyclecapital.com/en. 13. Learn more at evocoltd.com. 14. Read more at aplantex.ca/en. It’s fundamental to change our mindset from linear to circular in each decision we take, in each department, from the top until the operational frontline. loreal.com/en/canada instagram.com/loreal.canada (@loreal.canada) ● Our plant in Montréal. 48 CIRCULAR ECONOMY MAGAZINENext >