Working in close relationship with the Ellen MacArthur Foundation, evian has defined a roadmap for its packaging, to move from a linear model (produce, use and throw away) to a circular one (produce, use, recycle and reuse). Indeed, evian announced in January 2018 that it will make all of its plastic bottles from 100% recycled plastic by 2025, a move that will see the natural mineral water brand adopt a ‘circular approach' to its plastic usage, where plastic is kept within the economy and out of nature. evian plans to achieve this through several pioneering partnerships throughout the product lifecycle, from its conception to recycling, seeking zero plastic bottle waste.
Why it matters
Rooted in its pioneering spirit and long-lasting commitment towards sustainability, evian will drive a stepchange to address the critical issue of plastic, dealing with the challenge to sustainably transform our approach to plastic.
To drive the step change required today, evian, knowing that it cannot work alone, calls for collaboration across industries and beyond to achieve a sustainable, large-scale change in plastic usage and waste management.
Today, global brands must use their voice to take a leadership position, drive collaboration across industries, and together with partners, take bold steps in order to bend the emissions curve and contribute to reducing the use of fossil fuels and plastic waste.
How it works
To achieve its 2025 ambition and to boost the required change in all industries, evian defined an action plan with three main focuses to redesign its packaging, accelerate recycling initiatives and recover plastic waste from nature:
- Today, all evian bottles are designed for circularity, meaning they are 100% recyclable and contain on average 25% recycled plastic (rPET) across the range. In 2025, evian commits to becoming a 100% circular brand, using 100% recycled plastic in its bottles. In order to achieve this 2025 ambition, evian is partnering with breakthrough technology companies, one of which is Loop Industries. Loop Industries has developed a technology that enables a continuous loop for large scale recycling, transforming all types of PET plastic waste into the high-quality plastic required by evian. By doing so, evian commits in the long run to stop using virgin plastic made from fossil resources.
- evian is collaborating both globally and locally with governments, recycling industry partners, such as Veolia, and consumers in the markets where it operates to increase collection and recycling rates of waste plastic bottles. evian will keep identifying and supporting recycling solutions to ensure bottles are recycled properly, reducing dependency on newly created plastic while generating a reliable supply of recycled plastic. evian is determined to leverage its global voice to drive consumer behaviour change around plastic waste and recycling. For example, in France, evian has been partnering with Lemon Tri for already five years, a startup that has developed innovative solutions for better and simpler recycling. In early 2018, evian launched as well the #herothezero initiative to drive the awareness of the need for change, raising consumer knowledge about circularity as a way to change how we think about plastic usage and waste. This will enable the perception about plastic to evolve from potential waste to valuable resource. To help drive this initiative, evian also created educational documentaries with VICE Impact that will be aired throughout 2018. Since 2009, through the Danone Ecosystem Fund, Danone supports long term locally-led collection initiatives with positive social, environmental and business impacts. evian seeks to further help reduce the amount of plastic waste in the environment. To do that, evian, through its parent company Danone, will take part in a research mission with The Ocean Cleanup, a Dutch non-profit startup that has developed scalable advanced technologies to help rid the oceans of plastic.
How it creates value
evian’s commitment to become a 100% circular brand by 2025 thus creates value, as it aims at redesigning its packaging, accelerating recycling initiatives and having all stakeholders join together to seek zero plastic bottle waste.
At the World Economic Forum in Davos in January 2018, partnering with Mission 2020, evian launched its call for collaboration across industries to join this circular movement.