Davines launches Rethinking Plastic campaign

The Davines Group has launched a global campaign aimed at preventing 100 tons of plastic from reaching the sea. Davines – the parent firm of Sustainable Spa Association brand partner Comfort Zone – will work in partnership with social enterprise Plastic Bank on the campaign. 

Plastic Bank was set up to prevent plastic ending up in the world’s oceans and to improve the lives of people living in coastal communities. It does this by building ethical recycling ecosystems and by reprocessing materials for reintroduction into the global supply chain. 

The Rethinking Plastic initiative will see local collectors exchange their plastic waste for premiums, which help provide basic family necessities such as groceries, cooking fuel, school tuition, and health insurance. The collected material will then be reused as “Social Plastic” and reintegrated into products and packaging as part of a closed-loop supply chain.

Countries involved in the collection project include Indonesia, Brazil, and the Philippines – nations which have a high plastic pollution rate due to a lack of waste treatment infrastructure and the dependency on disposable packaging. 

Davide Bollati, chair of the Davines Group, said: “It has become obvious that the only way to accelerate the needed transformation from the current socio-economic extractive model towards a new regenerative paradigm – a transformation that can no longer be postponed – is that of creating multilateral alliances and coalitions working together to reach that objective. 

“Our collaboration with Plastic Bank represents a new step forward in our ongoing path of sustainability and regeneration.”

Rethinking Plastic is part of Davines Group’s larger, ambitious sustainability strategy, which is based on abandoning the “take, use, dispose” model in favour of a regenerative approach. 

The approach led to Davines Group’s B Corp certification in 2016, granting it membership of a global network of companies which have made a commitment to adhering to business models which generate profit and a positive impact on people, the environment and the communities where they operate.

In 2020 Davines Group sent 0 per cent of its production waste to disposal sites – the third year running it achieved the mark.