From a linear to a circular view

The linear way of looking at a product, which has been usual up until now, stops at the point where its lifecycle comes to an end. The product is disposed of and valuable resources are destroyed.

By contrast, the circular economy views the product as a part of a permanently circulating system. The goal of such a system is for materials and products to be shared, leased, reused, repaired, refurbished and recycled for as long as possible, in order to lengthen the lifespan of the products and materials used.

At the end of the product's lifecycle, the resources are not destroyed but instead go back into the circular system. Both the use of resources and the creation of waste are therefore minimised as far as possible.

This concept of a circular economy or "Cradle to Cradle" was developed at the end of the 1990s by German chemist Michael Braungart and American architect William McDonough.

For ADLER, this means an approach that is based on the principles of reducing, reusing and recycling. We closely examine the entire process of creating and using a product: from the use of renewable raw materials and the choice of manufacturing methods that protect the environment and conserve resources, through to ensuring the capacity to be recycled.

Dr Albert Rössler, Director of Research & Development at ADLER. | © ADLER

Dr. Albert Rössler on the circular economy

"Waste is a valuable secondary resource, that's the name of the game. In practice, this means, for example, that a discarded item of furniture or wooden component doesn't end up being thrown away but is instead reused according to the principle of cascade utilisation – by being upcycled with a coat of paint, or being used to make other wood-based materials, or even insulation material."

Cradle to Cradle®: ADLER put their faith in the gold standard of sustainability

There are many environmental labels and sustainability certificates – but few are as comprehensive or have such high standards as "Cradle to Cradle", the seal of quality for the innovative circular economy. So it's no surprise that ADLER, as a pioneer in the field of environmentally friendly paints and varnishes, has set the bar as high as possible and made "Cradle to Cradle" (C2C) the benchmark for their sustainable product range.

The certification provides confirmation that a company is using materials that are safe in environmental terms, healthy and recyclable, that they use solar energy or another form of renewable energy, that they adopt a responsible approach to their use of water, and that they have strategies for social responsibility. This means that our ambitions in regard to sustainability are transparent and comprehensible for our customers.

ADLER already has a wide range of C2C-certified products:




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