Sustainability is on the Rise, But Can Technology Keep Up?

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By Macro Analyst Desk

With growing concerns about climate change and environmental degradation, consumers and businesses alike are increasingly prioritizing sustainability. Recent data reveals that global searches for sustainable products surged by 130% between 2017 and 2022, with U.S. searches growing by 117% during the same period. This trend indicates a rising awareness and demand for eco-friendly products. However, as the public’s interest in sustainability continues to rise, there is a crucial question: Are our current practices enough to create a truly sustainable future?

While more consumers are embracing sustainable living, the reality is that achieving true sustainability requires more than just switching to eco-friendly products. It involves addressing systemic issues, including waste management and carbon emissions. Despite the surge in sustainable product sales and searches, recycling systems and sustainable practices still lag behind the growing consumer demand. There is a disconnect between intentions and actionable change, and technology may play a pivotal role in closing this gap.

The Rising Demand for Sustainable Goods

The increased interest in sustainable products reflects a broader shift in consumer behavior. The global market for carbon-labeled products, such as those certified by Climate Neutral or 1% For the Planet, reached $3.4 billion in sales in 2021, doubling from the previous year. This growth suggests that consumers are actively seeking ways to reduce their carbon footprint by choosing goods that align with their values.

Moreover, online sales of eco-friendly products have outperformed in-store purchases, with 75% of product categories seeing higher market share when sold via e-commerce. This shift indicates that consumers are not only researching sustainable products but are also more likely to purchase them when shopping online. The accessibility and transparency of product information available on the internet may be influencing these decisions, allowing customers to make informed choices that reflect their environmental concerns.

Yet, despite this momentum, there is still a long way to go. Many consumers engage in “wishcycling”—placing items in recycling bins without knowing if they are actually recyclable. This practice often leads to contamination of recyclable materials, making it harder for facilities to sort and process waste efficiently.

The Role of Technology in Bridging the Gap

To address the inefficiencies in current recycling practices, technology offers promising solutions. Automated systems powered by AI and robotics are transforming waste management, making recycling more efficient and sustainable. JD Ambati, Founder and CEO of EverestLabs, emphasizes the importance of integrating advanced technology in sustainability efforts: “To ensure a happy planet and a healthy future, it is crucial that businesses start implementing new technologies that improve sustainability.”

Robotics and AI are not just futuristic concepts; they are actively being used to tackle real-world problems in recycling facilities. AI-powered robots can quickly and accurately sort different materials, even if they are dirty, crushed, or partially covered. This technology reduces contamination and ensures that more materials are properly recycled, contributing to a stronger circular economy.

Leveraging Data for Better Environmental Outcomes

The effectiveness of AI and robotics extends beyond just physical sorting. Data analytics derived from these systems can provide valuable insights into the recyclability of packaging, helping companies identify which materials are being recycled and which are not. This information enables businesses to optimize packaging design for better sustainability outcomes.

“Today, technologies that provide automation and data, such as robotics and AI, are able to support these sustainability efforts,” says Ambati. “They provide companies with data on whether their packaging is getting recycled, and this informs how best to optimize packaging design and material.” By utilizing this data, companies can make informed decisions to improve their products’ environmental impact and meet the growing consumer demand for sustainable goods.

Making a Difference in the Recycling Industry

One company making strides in this field is EverestLabs. At the forefront of using AI and robotics to improve recycling efficiency, EverestLabs aims to leave no recyclable behind. Their technology not only helps facilities sort materials more accurately but also provides valuable data that can inform sustainable business practices. “Recycling has a huge impact on our environment, so it’s important to make sure that everything that can be recycled is not going to waste, literally,” Ambati explains. By automating sorting processes and utilizing data analytics, EverestLabs is enhancing the sustainability of recycling operations, which is critical as waste production continues to grow globally.

The Need for a Collaborative Effort

While technological innovations are critical in advancing sustainability, they are not a standalone solution. Consumer behavior and business practices must also adapt. As more consumers show interest in sustainable products, companies need to respond not just by offering eco-friendly options but also by making meaningful changes to their production and waste management processes.

Policymakers can further support these efforts by implementing regulations that incentivize sustainable business practices and invest in recycling infrastructure. Extended Producer Responsibility (EPR) legislation, which shifts the burden of waste management from consumers and governments to the companies that produce the waste, is one such approach that could drive significant change.

Can We Truly Achieve Sustainability?

The surge in interest in sustainable products and the implementation of advanced technologies in recycling are positive steps forward. However, the journey to true sustainability requires continued innovation, collaboration across sectors, and a commitment to systemic change. With companies like EverestLabs leading the way in technological solutions, and consumers increasingly demanding eco-friendly products, there is hope for a more sustainable future. But it will take a collective effort to ensure that sustainability is not just a trend, but a lasting change.

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