EU’s Circular Economy Act

Discover how the EU’s new Circular Economy Act paves the way for packaging reuse companies like Green Bubble to expand.

Advancing Circularity: What the New Circular Economy Act Means for Green Bubble

The European Union’s forthcoming Circular Economy Act (CEA) promises to reshape how we manage resources, driving a fundamental shift from a “take-make-dispose” model to a truly circular economy. At Green Bubble, we see this legislation as a powerful enabler for reuse businesses like ours - organisations that breathe new life into used packaging materials and keep them in productive use.

Why the CEA Matters

Despite growing recognition of circularity’s importance, the share of secondary materials in the EU actually fell from 9.1% to 7.2% between 2018 and 2023, while per-capita material footprints and waste generation remain unacceptably high. The CEA targets this by embedding waste prevention at its core, prioritising the upper tiers of the EU’s waste hierarchy—reducing, reusing, and preparing for reuse before recycling.

Key Principles Aligned with Our Mission

• Waste Prevention & Reuse First: By diverting packaging from incineration or export, Green Bubble embodies the CEA’s call to place reuse ahead of recycling.

• Polluter Pays: Ensuring producers bear full costs for pollution incentivises stronger waste-prevention measures—aligning costs with our operations that capture and repurpose materials.

• Proximity & Social Enterprise: The CEA recognises the unique role of social-economy actors in local reuse, mirroring our partnership with Sunflower Recycling to keep materials circulating within our communities.

Policy Recommendations That Empower Green Bubble

1. (Extended Producer Responsibility) EPR Recognition for Social Enterprises

   Granting social enterprises priority access to collected materials and enabling us to retain ownership aligns with our model of turning waste into valuable inventory.

2. EPR Fee Ecomodulation

   Modulating fees to penalise low-quality, hard-to-reuse packaging incentivises producers to design for longevity—benefiting reuse specialists like Green Bubble.

3. Separate Reuse Targets

   Establishing quantitative reuse goals distinct from recycling drives investment in preparing-for-reuse activities, directly supporting our growth and impact.

4. Tax Incentives for Reuse

   Zero-rated VAT for reused products would make Green Bubble’s offerings even more competitive, accelerating adoption of our sustainable solutions.

   
   

Our Path Forward

As the CEA moves toward adoption, Green Bubble is well-positioned to scale our operations and demonstrate the power of circular solutions. By aligning our mission with this landmark legislation, we’ll continue to divert more packaging from incineration and export, reduce Ireland’s reliance on virgin plastics, and showcase the vital role of social enterprises in building a genuinely circular economy.

Join us in leading the change: learn more about how Green Bubble is putting the CEA into action and discover opportunities to collaborate.