Tomra shared the idea is to make GCP a "universal standard" for businesses to measure, enhance, and report on their product and material circularity, taking a firm stand against greenwashing.

The firm will be expected to share experience with business leaders on how to effectively navigate the challenges of implementing global circularity and provide step-by-step guides that will help businesses comply with the protocol, leading the way in WBCSD’s Circular Products and Materials Pathway.

Tove Andersen, president and CEO of Tomra, emphasised the urgency of this initiative and said: "Currently, only 7% of the world’s resources are circular, a number far below what is needed to reach the targets set in the Paris agreement."

Andersen believes many businesses want to contribute, but a lack of standardisation in reporting on circularity efforts opens for greenwashing, whether intentional or not.

She said: "This has muddied the waters and made it difficult to assess companies’ actual contributions. By advocating for science-based targets, we aim to accelerate the transition to a circular economy."

Filipe Camaño Garcia, manager and project lead at WBCSD added: "We’re thrilled to see TOMRA’s leadership and commitment in advancing the Global Circularity Protocol for Business. As a key member of our Business Advisory Committee, TOMRA brings invaluable expertise in resource efficiency and circular solutions. Their involvement as a Business Champion is critical in driving forward this universal framework."

Setting a 'unified' standard for circularity

The GCP will reportedly provide businesses with a standardised framework for setting goals, tracking performance, and publicly reporting their circularity efforts, enabling accountability across organizations and borders.

Tomra highlighted that the protocol also aims at driving and guiding policy and offers transparent, science-based guidelines to benchmark progress, identify areas for improvement, and align with global sustainability goals.

"The Greenhouse Gas (GHG) Protocol, pioneered by WBCSD in the 1990s, set the standard for managing carbon emissions. Today, the Global Circularity Protocol will become the next guiding star for improving business sustainability – aiming to become the definitive framework for circularity by 2025," explained Quentin Drewell, director of products and materials at WBCSD.

Andersen, reiterating Tomra's commitment to the protocol, stated: "Collaborating with WBCSD on the Global Circularity Protocol is completely aligned with our mission commitment to sustainability. By working together, we can set bold targets and drive the systemic changes needed to make circularity the global standard."

In June, biotech recycling company Carbios and Tomra Textiles said they were setting up their first commercial recycling plant to recycle polyester textiles, aiming to close fashion's circularity gap.