In highlighting innovations such as biodegradable plastics from bacteria and clothing made from surplus milk, Marshall underscores the £800 billion potential of the bioeconomy. However, she warns against "biowashing"—superficial adoption of green practices without genuine impact.
To guide companies, Marshall and her co-authors propose the EARTH principles (Ecology, Authenticity, Resilience, Transformation, and Holism) and the STOP road map (Skills, Technologies, Opportunities, Problems), ensuring a holistic and authentic transition.
"By adopting these principles, companies can ensure their strategies are not only sustainable but also genuinely transformative, benefiting both society and the environment," Marshall asserts.
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The future belongs to those who commit to genuine, impactful sustainability, leading the way in the biocircular revolution. Read the article to learn more about the enormous potential and benefits for industries and companies which transition to biocircularity.