From intention to circularity in practice: the challenge of material return

*By Thais Fagury

In recent years, the circular economy has become one of the most prominent concepts in discussions on sustainability, innovation, and waste management. Companies, governments, and civil society organizations have incorporated the term into strategies, public policies, and environmental commitments. However, a simple question must guide this debate: is circularity actually happening in practice?

When reflecting on circular economy in packaging, one key pillar becomes clear: the return of materials to industry. Without return, there is no circularity—only intention.

In Brazil, this remains a critical issue. Data from the Brazilian Association of Waste and Environment shows that most solid waste is still improperly disposed of. This means that a significant share of materials with economic value fails to circulate and is lost within the system, often ending up in dumps or landfills without any productive use.

This loss is not only environmental—it is also social and economic.

The recycling chain in Brazil generates billions of reais annually and involves thousands of workers, especially in early stages such as collection and sorting. When material flows are not structured, this value is not fully realized. Income becomes unstable, and economic opportunities linked to recycling fail to materialize.

Therefore, discussing circular economy in Brazil requires going beyond the concept.

It is not just about reducing waste or optimizing resource use. It is about ensuring a functional, continuous, and economically viable chain capable of sustaining the return of materials into the production cycle. Without this structure, circularity remains more rhetoric than reality.

In the case of steel cans, this potential is particularly evident. The material can be recycled infinitely without losing its properties and already benefits from an industrial chain capable of absorbing scrap as raw material. According to the World Steel Association, more than 650 million tons of steel are recycled annually worldwide.

However, recyclability alone does not guarantee material return.

What ensures this return is a structured chain with organized flows, proper incentives, and integration among stakeholders—from collection to industrial reprocessing.

This is where initiatives such as Prolata Reciclagem become relevant. By organizing post-consumer steel can flows, the program seeks to address bottlenecks that still prevent circularity from fully materializing in Brazil.

When this flow works, the impact expands.

More materials return to the production cycle, more economic value is captured, and waste picker cooperatives gain scale, predictability, and improved operating conditions.

Ultimately, the real challenge of the circular economy lies not only in designing recyclable packaging, but in ensuring that materials effectively return to the production cycle.

When this happens, circularity moves from promise to a concrete strategy for sustainable development.

*Thais Fagury is Executive President of Abeaço – the Brazilian Steel Packaging Association – which represents the steel packaging value chain in Brazil. She is also Executive President of Prolata Reciclagem, the managing entity for reverse logistics of steel packaging. She has worked for years at the intersection of industry, government, and civil society to advance circular economy, reverse logistics, market development, innovation, education, and sustainable waste management. She advocates strengthening recycling as a strategy for economic development, income generation, and the transition to a low-carbon economy.

**This text was automatically translated with the help of artificial intelligence and reviewed. Still, there may be slight differences compared to the original version in Portuguese.