One of the core elements of the EU’s Green Deal legislation package is a fundamental rethink of how every business in Europe handles waste. In this episode of the Beyond Threads podcast, host Erik Janssen Steenberg talks to Stijn Smetsers, CCO of circular waste management platform Seenons, and Bleckmann’s Manager CSR, Ron Thijssen. Together, they discuss the Waste Framework Directive (WFD) – a key element of the Green Deal specifically targeting the environmental impacts of waste – and what an effective operational response looks like for fashion and lifestyle brands.
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Waste no more: What’s the compliance burden for brands?
The WFD sets a hierarchy for how waste must be treated, from prevention at the top, through reuse, repair and recycling, with incineration and landfill at the bottom. The requirements make this a Directive that brands can’t ignore: by 2030, all packaging must be recyclable, and there are targets for recycled content and packaging composition.
The complication for brands operating across multiple markets is that each EU member state must transpose the Directive into its own national rules. That’s 27 countries, with 27 sets of rules – and within those, multiple regional variations. There’s no question that this will place a considerable administrative and operational burden on fashion and lifestyle brands. So, what’s the key to achieving compliance?
Transparently better: Why data is the compliance imperative
Traceability is necessary for compliance with the rules, and it requires focused efforts. Seenons works with Bleckmann in the Benelux region to collect granular, standardised waste data that can withstand scrutiny from local authorities and feed into CSRD reporting. “Data is the new gold,” says Stijn. “If you take responsibility as a producer or as a logistics company, you have to show it. What is the traceability of that type of material? Show me that it has been recycled. How are you going to show that with data?”
The ongoing collaboration with Bleckmann and Seenons has demonstrated the gains that are possible through this joined-up approach, giving more transparency to both our own teams and clients’ sustainability functions. “Alone, you cannot do it,” Stijn continues. “You need designers, you need waste and recycling infrastructure, you need people handling it in between – everybody should be aligned.” Starting with a pilot across four sites in the Netherlands and Belgium, we’ve built a shared policy, a data infrastructure and a proven waste management process that achieves a high recycling rate. The model has now been rolled out more widely, and we’re excited to continue improving.
The operational advantages of being an early mover
The brands that treat the WFD as a distant compliance deadline are the ones that will find themselves with the least room to manoeuvre. Building the infrastructure to both meet the regulatory obligations and manage reporting takes time, and brands that start now will be the ones best placed to turn compliance into capability. That’s where the right partnerships make the difference. As Ron puts it: “You need a partner, a specialist who is really deep into the matter. Start from what you have, and then add the data, or improve the data, or whatever is needed to get to the goal. It’s going to be a journey.”
Want to know more about the EU Green Deal legislation and its implications for fashion and lifestyle brands? Stay tuned for more Green Deal podcasts soon, or get in contact for a free consultation with a Bleckmann expert!
