We are living in a time when sustainable brands, business leadership and the circular economy These issues have ceased to be niche topics and have become the new competitive playing field. Stricter regulations, social pressure, and greater environmental awareness are pushing companies to rethink how they produce, sell, finance, and even manage the end-of-life of their products.
At the same time, consumers are sending clear signals: they intend to consume better, but they are running into real barriers such as the price of organic products, the lack of reliable information, and greenwashingOn this playing field, companies are emerging that are leading the way: from energy and banking giants to fashion and technology brands that integrate circularity, transparency, and purpose into their DNA.
What is the circular economy and how does it translate into real business models?
When we talk about circular economy We're not just talking about recycling, but about Rethink the economic system so that resources remain in use for as long as possiblereducing waste and emissions. This is reflected in various business models that are currently being used by both startups and multinational corporations.
One of them are circular supplies, which replace finite raw materials with renewable energy, biomass or recyclable materialsHere we find companies that shy away from fossil fuels and prioritize renewable or easily recoverable resources throughout their life cycle. In this sense, innovation in sustainable materials It is transforming the options available for design and production.
Another pillar is the resource recoverywhere value is extracted from waste that previously ended up in landfills. We're talking about companies that convert waste in raw materials, fuels or new productstransforming a cost into a source of income.
La extending the product's useful life The goal is for goods to last as long as possible. To achieve this, companies design from the outset for the repair, upgrade, refurbishment and resalepreventing the product from becoming waste prematurely.
El platform sharing It is another key model: instead of each person owning a product, access, use, or ownership is sharedThis translates into rental platforms, subscriptions, or the sharing economy that make the most of existing assets.
Finally, the approach of product as a servicewhere the customer doesn't buy the product but its function: for example, paying for hours of use of a machine instead of purchasing it. Thus, the supplier retains ownership. It maintains control over maintenance, material recovery, and circularity. throughout the entire cycle.
Global companies already committed to the circular economy
The theory sounds good, but the key is seeing how it's applied in practice. Internationally, Dozens of companies are integrating the circular model into their value chainfrom design to end-of-life of their products.
A prime example is Ikea, the Swedish multinational furniture company, which is incorporating circularity into product design, logistics, materials, and repair and buyback servicesTheir vision involves offering demountable, recyclable furniture designed to have multiple lives through resale and reuse.
Another example is Apto Solutions, which specializes in Logistics and project management with a comprehensive focus on sustainability, safety and serviceTheir proposal focuses on helping other companies manage technological assets and resources in a way that maximizes their value and minimizes waste.
In Finland, Sitra (Finnish Innovation Fund) acts as circular business acceleratorThrough financing and strategic support, it promotes companies that place circularity at the center, supporting both SMEs and systemic transformation projects in the country.
From India, Banyan Nation has created one of the first advanced technological platforms for plastic recyclingIt uses data analytics to integrate into the supply chain and a patented cleaning technology that allows it to obtain High-quality recycled granules, almost equivalent to virgin granuleswhich are then used by large brands for packaging and new products.
In the financial sector, ABN AMRO Bank has set ambitious goals: implement dozens of circular financing installationsmobilize around one billion euros in 100% circular assets and, at the same time, avoid millions of tons of COâ‚‚ through its financial products.
In the field of technological innovation, AMP Robotics develops systems based on artificial intelligence and robotics to drastically reduce recycling costs by improving the sorting and recovery of materials in waste treatment plants.
Winnow, based in the UK, has created smart meters for monitoring food waste in professional kitchensThese devices identify what is being thrown away and why, allowing for reductions up to half the amount of food wasted in thousands of kitchens in more than 40 countries.
DyeCoo, from the Netherlands, has revolutionized the textile dyeing developing a process that It does not use additional water or chemicals. (beyond the dyes themselves), but rather supercritical carbon dioxide. This COâ‚‚ is continuously reused, the dye absorption exceeds 98%, and Time, cost and energy consumption are reduced by half, something that giants like Nike or Ikea are already taking advantage of.
In Australia, Close the Loop literally closes the circle by transforming used printer cartridges and soft plastics en road construction materialsEach kilometer of asphalt can incorporate hundreds of thousands of plastic bags, glass bottles, and waste toner. giving a second life to waste that would otherwise end up in a landfill.
From Canada, Enerkem converts non-recyclable waste into biofuels such as methanol and ethanol and in chemicals used in everyday products. Their technology extracts carbon from waste, gasifies it, and transforms it into fuels with a lower carbon footprint.
Schneider Electric, headquartered in France, is a leader in energy management and automation that integrates circularity through the use of recyclable materials, leasing and pay-per-use models, extending the life of their solutions and recovering components at the end of their cycle.
Cambrian Innovation, in the United States, applies its EcoVolt system to treat industrial wastewatertransforming them into water suitable for reuse and simultaneously generating biogas that is used as clean energy.
Lehigh Technologies, in Atlanta, converts used tires and other rubber waste in micronized powder, which is reincorporated into new tires, asphalt, plastics and construction materials, reducing the use of virgin rubber.
HYLA Mobile focuses on the reuse and conversion of electronic devicesIt has allowed more than 50 million devices to be given a second life, generating billions of dollars for their owners and preventing some 6.500 tons of electronic waste from ending up in landfills.
In Chile, TriCiclos has created one of the largest networks of recycling stations in South Americapreventing some 33.000 tons of recyclable materials from ending up in landfills and avoiding more than 140.000 tons of associated carbon emissions.
Miniwiz is committed to materials innovation: in its laboratories it has developed hundreds of applications and materials made from wasteOne example is Trashpresso, a mobile solar-powered plant that can convert up to 50 kilos of plastic bottles per hour into low-cost building materials, without the need for water.
Among the major consumer brands, AB InBev has set itself the goal that, by the middle of the decade, All of its production is sold in returnable containers or containers made with recycled materials.Already around half of their beverages are distributed in returnable glass bottles, with clear plans for further increase.
The Coca-Cola Company, for its part, has announced global collection and recycling targets. the equivalent of 100% of the packaging it puts on the market and manufacture bottles with at least 50% recycled material.
Unilever has been working for years on an agenda of reduced environmental impact and positive social effect, applicable to all its brands, from food products to personal hygiene productsBy 2020, it had already achieved most of the goals set a decade earlier, integrating sustainability as a central part of its strategy.
In Spain, the Siro Food Group has adopted the circular model, achieving zero discharge at its plants in Castile and León and saving millions of euros thanks to the recycling and valorization of by-products generated in its activity.
Ethical brands: leadership, activism and the circular economy
Beyond a strictly environmental focus, many companies have built their leadership by combining sustainability, ethics, fair working conditions and circularityThese are the so-called ethical brands, which balance financial results with positive impact.
Patagonia has become a global icon of this approach. For decades it has prioritized recycled materials, organic cotton, fair trade and renewable energyTheir Worn Wear program encourages repairing, reselling, and reusing garments, reducing resource consumption and textile waste.
Patagonia's commitment goes beyond the product. It has historically pledged a percentage of its sales to environmental projects And in 2022, its founder transferred ownership of the company (valued at around $3.000 billion, with annual profits close to $100 million) to a trust and a non-profit entity to to dedicate all profits to the fight against climate change.
Their purpose, "to save our home planet," is reflected in decisions ranging from the comprehensive traceability of your supply chain and the selection of eco-friendly materials, to outspoken environmental activism and the creation of Patagonia Provisions, a line of sustainable and organic food which extends its impact beyond fashion.
Historically, Patagonia also knew how to take advantage of cultural moments, such as the rise of "Casual Friday" in Silicon Valley tech companies in the 90s, where its Fleece jackets became the informal uniformThat boom boosted their business without sacrificing their purpose, placing sustainability at the heart of their model.
The Worn Wear program is a clear example of circular economy applied profitablyPatagonia offers repairs (free in many cases), resale of used products, recycling of end-of-life garments, and education for customers to do their own repairs. It monetizes through the sale of refurbished garments, some repair services, and, above all, enormous customer loyalty and brand value which has repercussions for the entire business.
Arc'teryx has launched the ReBird initiative, which brings together repair, resale, recycling and redesign of outdoor products, while The North Face promotes the Clothes the Loop program, where clothing and footwear of any brand are collected to reuse or recycle themrewarding the customer with discounts.
In the technological field, Fairphone has positioned itself as responsible electronics benchmarkTheir phones are modular and easily repairable, use recycled materials, and avoid conflict minerals. Furthermore, they work with factories that guarantee decent working conditions and fair wages.
People Tree was one of the pioneers of fair trade in fashion. It focuses its production on certified organic cotton, artisanal techniques and traceable supply chainsseeking a positive impact on producing communities.
Allbirds has revolutionized the sustainable footwear with materials such as Certified merino wool, sugar cane and recycled plastics, measuring the carbon footprint of each product and offering return and recycling programs for used footwear.
Eileen Fisher opts for a sober and timeless style based on organic cotton, linen and recycled fibersTheir Renew program collects used garments, refurbishes them, and resells them, closing the loop and delaying the garment's conversion into waste.
Veja has revolutionized sneakers with organic cotton, natural rubber from the Amazon, and processes without toxic chemicalsIt works directly with producers, applies fair trade and publishes detailed information about its value chain, reducing the typical opacity of the sector.
Reformation offers women's fashion with recycled materials, efficient water management and waste controlEach garment comes with information about its environmental impact, emphasizing transparency as a differentiating factor.
Tentree, for its part, links each purchase to the planting of ten trees per garmentusing sustainable materials such as bamboo or recycled cotton. In this way, it combines a positive environmental impact, ecosystem regeneration, and local job creation.
In haute couture, Stella McCartney was one of the first luxury designers to renounce leather, furs and feathersreplacing them with innovative materials such as vegan leather and recycled fibers. Furthermore, it works on emissions reduction and use of renewables throughout the entire chain.
Nudie Jeans has specialized in sustainable denim made from organic cotton and less water and chemical-intensive production processesIt offers free repair of jeans and collects used garments to recycle or resell them, anchoring its model in the circularity of denim fabric.
PANGAIA combines science and fashion through the use of bioplastics, recycled fibers and natural dyesThis innovation is complemented by environmental regeneration and carbon capture projects, aligning its impact with the global climate agenda.
Armedangels promotes slow fashion from Germany with GOTS and Fairtrade certificationsprioritizing organic cotton and recycled fibers, and guaranteeing strong labor rights throughout its value chain.
Thought Clothing, from the UK, stands out for its use of bamboo, hemp and organic cottonas well as biodegradable packaging and a clear commitment to ethics in production and the reduction of plastics.
Sustainable fashion, rankings and brand leadership
The fashion industry is at the eye of the storm: it is estimated that It generates around 10% of global COâ‚‚ emissionsin addition to a huge volume of waste and water pollution. Hence the intense regulatory and social pressure on this sector.
In contrast to the fast fashion model, in contrast to Clothing brands that are destroying the planetSustainable fashion or slow fashion proposes produce less, better and more durableThis involves using organic, recycled or biodegradable materials, reducing water and energy consumption, and ensuring decent working conditions.
In this context, various rankings are beginning to highlight the Fashion brands that are making the most progress in sustainabilityA list by Brand Finance Apparel places Nike, Louis Vuitton, Chanel, Gucci, Adidas, Hermès, Dior, Cartier, Rolex and Zara among the most influential companies that are integrating green and circular criteria.
Nike, for example, has developed materials like Flyknit, woven from recycled plastic bottles, and has set carbon neutrality targets, optimizing processes to reduce energy consumption and waste.
Louis Vuitton bets on leather treated with cleaner processes, use of renewable energy and reforestation projectsas well as repair and reuse services that fit perfectly into the circular logic.
Chanel makes progress in traceability, more sustainable fibers like organic cotton, and a reduced carbon footprint throughout the supply chain, aligning luxury with responsibility.
Gucci promotes circular fashion with Repair and restoration of products, use of vegetable-tanned leather and recycled nylon, while working on decarbonizing its operations.
Adidas has become a symbol of sustainable innovation with shoes made from recycled marine plastic and commitments to progressively eliminate virgin plastic from their products, adopting cleaner production models.
Hermès reinforces durability and craftsmanship, focusing on Materials sourced responsibly and repair services that extend the useful life of high-value parts.
Dior incorporates organic fabrics, collaborations with designers committed to sustainability, and measures to minimize waste in logistics and production.
Cartier prioritizes ethical sourcing of precious metals and stones, developing jewelry recycling programs and reducing the impact throughout its supply chain.
Rolex bases much of its credibility on the longevity and repairability of their watchesas well as commitments to minimize the environmental footprint of its production and select more responsible materials.
Zara, despite embodying the fast fashion model, is driving collections with recycled and organic materials, used clothing collection programs and waste reduction goals, trying to adapt an originally linear system to more circular parameters.
The rise of sustainable fashion in Spain: Ecoalf, Sepiia, Flalabelus and Adolfo DomÃnguez
Spain, with its textile tradition and its weight in the global market, is experiencing a wave of sustainable native brands which demonstrate that design, innovation and responsibility can be combined.
Ecoalf is one of the flagship brands. Founded in 2009, its mission is clear: to create truly sustainable fashion from high-quality recycled materialsTheir Upcycling the Oceans project has collected thousands of tons of marine waste (plastics, nets, tires) which are then transformed into Technical fabrics, coats, shoes and accessoriesEcoalf even opened one shop built only with paper and cardboard in San Sebastián, a demonstration of their commitment to design with recycled materials.
Their commitment goes beyond the product. Ecoalf works to to be carbon neutral, collaborating with specialized consultancies to reduce both operational carbon (energy, air conditioning, etc.) and that embedded in materials and store construction, using life cycle analysis and advanced energy modeling.
In their store in Las Rozas Village, for example, the design evokes the Melting the polar ice caps using a 3D-printed structure made with recyclable plasticsending a clear message of environmental awareness. This installation is not only aesthetically pleasing, but also part of a design approach that seeks to minimize impacts.
At Caleido Store (Madrid), a 3D BIM model of all the construction elements has been carried out for identify materials with a lower carbon footprintThe building utilizes locally sourced wood, clay mortars that naturally regulate humidity, and ceramic tiles with recycled content. Furthermore, a solar panel system covers a significant portion of the energy demand.
The Milan store reinforces this approach, collaborating with Italian suppliers who develop recycled materials for flooring, wall coverings and textile panelsand dedicating the space to the fishermen who participate in the collection of marine waste in the Mediterranean.
Sepiia provides a vision of Textile engineering focused on functionality and circularityTheir garments, designed to be wrinkle-free, stain-resistant, and odor-resistant, are made with recycled single-material polyester, making it easier to... be recyclable again at the end of their useful life, thus closing a 100% circular cycle.
Flabelus has given Venetian blinds a new value with an artisanal and sustainable approach: rubber sole made from recycled bicycle tiresLocal production in small workshops in Spain, Italy and Portugal and agreements with suppliers based on fair prices, strengthening the local production network.
Adolfo DomÃnguez, a well-established brand, has shifted its strategy with the slogan "Be older," which it claims Clothing designed to last, above fleeting trendsIt is incorporating eco-friendly materials, reducing water and energy consumption, and committing to transparency in the traceability of its garments, aligning the brand's legacy with a responsible future.
Corporate sustainability and leadership in 2025: investment, ESG risks and the circular economy
Corporate sustainability is no longer a "nice extra"; it has become key factor in competitiveness, access to financing and reputationRegulations such as the CSRD Directive in Europe require rigorous reporting and the demonstration of real progress, not just rhetoric.
Leading companies in sustainability allocate up to 58% of its investments go to green projectsThis is far from the global average, which is around 15%. This difference reflects a real commitment to the ecological transition and to business models aligned with a low-carbon and circular economy.
Advanced ESG (environmental, social, and governance) risk management has become essential. Tools such as Sustainalytics ESG Risk Ratings They allow for the assessment of each company's risk exposure and management capacity, providing a more complete picture of its long-term resilience.
Transparency and good governance are embodied in integrated reports aligned with GRI, SASB and other standardsaudited by independent third parties. This openness reduces regulatory risk, strengthens investor confidence, and facilitates access to capital on favorable terms.
Technological innovation is another driver of change: from solutions for optimize energy consumption and supply chain traceability even systems that reduce material use and promote circularity. Many leading companies are using digital technologies to make data-driven decisions and accelerate their green transition.
Furthermore, the number of corporations that They link the remuneration of their executives to the achievement of specific ESG objectives.aligning the economic interests of the leadership with the organization's climate, social, and governance objectives.
Among the top-ranked companies in global rankings is Schneider Electric, which integrates sustainability into all its operations and energy efficiency solutions; Danaher, with robust governance and comprehensive ESG risk management; Vestas, which bases 100% of its revenue on wind energy solutions and leads circularity projects in renewable components; and Iberdrola and Acciona, which from Spain have established themselves as leaders in clean energy and projects aligned with the SDGs.
Banco do Brasil represents the advancement of Responsible banking in Latin Americaintegrating climate and circular economy criteria into its credit model, supporting social inclusion and the training of green talent.
What consumers are asking for: less waste, less carbon, and more transparency
According to Kantar data, the desire to live more sustainably is widespread: 97% of people say they are willing to actBut only 13% actively change their behavior. The intention is there; the problem is the barriers.
Price is one of the most important factors, especially in inflationary contexts. A majority of consumers perceive that Products with a positive social or environmental impact are more expensiveThis hinders widespread adoption. Furthermore, 65% say they would like to do more for the planet, but the rising cost of living prevents them from doing so.
There is also an information gap: while 61% say that A clear certification regarding environmental and ethical benefits would influence your purchasing decision57% confess that they find it difficult to distinguish which products are really good or bad for the environment or social ethics.
Nearly half of consumers have already stopped buying products or services due to their negative impact on the environment or societyThis is mainly due to waste generation and over-packaging. This figure jumps to 73% among those who are more committed to sustainability.
People are asking brands for solutions aligned with the principles of the circular economy: Reduce waste, extend product life, avoid waste and provide them with information that helps them make better purchasing decisions.
Regarding decarbonization, more than half of the population wants companies to... prioritize reducing emissions in your business and supply chain43% demand clear commitments to net-zero carbon targets. 61% emphasize the importance of using renewable energy.
Biodiversity also comes into the equation: a majority believe that companies should Avoid harmful agricultural practices, reduce waste, and actively participate in ecosystem restorationThis topic is especially associated with food (dairy, meat, coffee, fruits, vegetables, pet food), but also with sectors such as cleaning, luxury, furniture, travel, oil and gas.
All of this translates into business opportunities: the WBCSD estimates that sustainability can generate about $12 billion annually in four key areasAnd the Kantar Sustainability BrandZ index shows that the brands best perceived in sustainability have increased their value by 31% compared to the group of the 100 most valuable brands.
In an environment where demands More transparency, less greenwashing, and digitalization at the service of sustainabilityBrands that integrate leadership, ethics, and a circular economy are building a competitive advantage that is difficult to replicate, paving the way for an economic model capable of thriving without depleting the planet or leaving anyone behind.
