A company on a path towards sustainable development faces more than just costs. The investments are for a better future, to defend the brand reputation and to boost the ability to attract sustainable finance players. It is therefore not just an ethical or environmental objective. It is about corporate sustainability and choices that can solve real problems and optimise investments. due to inaccurate estimates.

This is why it is important to think in the circular economic perspective following three cardinal principles: eliminating waste by thinking about the end of product life, keeping the products in use as long as possible and finally recycling and regenerating the materials with which they are made.

Being sustainable is not just about respecting the environment or doing something useful today. Sustainability means meeting today's needs without compromising the ability of future generations to meet their own needs.

Companies must transform processes and relationships to make products sustainable but the same must apply to the packaging, the production process, the employee approach and the communications. The challenge is a complex one and all the components of the ecosystem – manufacturers of machines, finished products and consumer services – are called to shift mentality, priorities and behaviours.

Credits: Photo taken from Ellen MacArthur Foundation presentation