PVC is known as Poison Plastic. It falls under the category of synthetic plastic polymer.

PVCs are non-biodegradable; current disposal options include burning which releases toxic fumes that have serious implications on public health.

Another option is to send them to the landfills as waste pickers do not earn anything from the discarded flexes.

It is said that PVC contaminates humans and the environment throughout its lifecycle: during its production, use, and disposal & most of us are ignorant of this information.

As per The Times of India, 90 % of all advertising in India in 2017 was done on PVC. On an average, around 18 tonnes of PVC flex is consumed per month.

Today this industry is almost linear in nature however let’s understand what a circular business model here would look like.

When you are on a drive, you come across direction signs, if you are on the expressway or even in a tech park, you can identify building names written in bold that can be identified from kilometers away, when you are in a shopping mall, you notice each brand has a specific layout in their store the feel of which stays common no matter which part of the country you are...this forms a part of visual branding. Next when you are at a petrol pump you notice, so many signs or boards that talk to you silently...can you remember a few?

All of these are known as visual identification and this is the exact portfolio of Vivenge, the company we are talking about today.

Vivenge is a Poland based signage company that has embarked on a sustainable rebranding process.

Currently the company is a one-stop-shop for durable visual identification as they provide both outdoor (outdoor signage, small architecture) and

indoor visual identification (durable indoor signage, furniture, small architecture) as well as related services (e.g. installation, logistics). They have been in business since 1997 and currently its clients comprise 48 brands in 9 countries.

Listen to the episode to understand how they are implementing circular business models.

Source :

http://r2piproject.eu/circularguidelines/wp-content/uploads/2019/10/R2pi_Vivenge_final2.0.pdf;

http://r2piproject.eu/circularguidelines/wp-content/uploads/2020/04/Vivenge-Case-Study.pdf;

The Better India article

Keyword : What is a circular economy?

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