Circular economy

Google joins forces with MacArthur Foundation. Goal: circular economy

Questo post è disponibile anche in: Italian

The Mountain View colossal has announced a partnership with the historical association: it will be the forerunner for the transition.

The digital revolution restarts from circular economy, through the partnership of two pioneers in their respective industries: Google and the Ellen MacArthur Foundation, one of the first organizations to promote a production system based on reuse and recycling. The vice president of the Mountain View giant has announced on his blog: “In the next months we’ll be working with the foundation to explore and shape some initiatives to incorporate the principles of circular economy in infrastructures, businesses and in the culture of Google”. Miller hopes that these efforts will help face the challenge of waste reduction and sustainability.

The company is already committed to reduce energy, materials, food and water waste. Since 2007, Google avoided buying 300,000 new machines, reconditioning its old servers.

Ellen MacArthur, the founder of the organization that has her name, said: “Google’s ambition to be the trailblazer in circular economy represents an important opportunity to really change things. We’re looking forward to work with such a visionary and innovative partner”.

The Ellen MacArthur Foundation has already launched activities in collaboration with major brands like Cisco, Kingfisher, Philips, Renault and Unilever, which, over the years, have become “Global Partners” in accelerating the transition to a circular economy.

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