This article by Tamay Kiper posted on Sustainable Brands is worth reading to learn about Novelis and their disruptive approach to business, and the research report produced for them by Forum for the Future on consumer and stakeholder attitudes towards sustainable packaging.
“Novelis, a global leader in rolled aluminum products, is in the process of shifting its entire business model from a traditional linear model to a closed-loop or circular model. The company is embracing an entirely new way of thinking and operating in order to radically transform itself — and, in the process, reap the brand value associated with being a clear leader on that front in its industry.
In 2013, Novelis introduced evercan™, the first independently certified, high-recycled-content (currently 90 percent, with a goal of 100 percent) aluminum beverage can sheet, while committing to making it available at no extra cost.”
To read the full article click: New Research Explores Whether Consumers Appreciate Disruptive Innovation in Sustainable Packaging | Sustainable Brands.
(Image credit: Novelis)