How to successfully embrace the biocircular economy

Embracing the biocircular economy is crucial for achieving sustainable development in the face of global warming and climate crises. Donna Marshall, Full Professor at UCD Michael Smurfit Graduate Business School, emphasises the importance of utilising bio-based, renewable materials to minimise waste and promote resource reuse.
UCD: How to successfully embrace the biocircular economy

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. 

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