Rebranding with ‘imperfect circularity’ at heart

17 March 2023
Press releases detailing internal company news can often be drier than unbuttered toast. Yet this rebrand is interesting for those who operate in the spaces between sustainability and business. A press release hit journalists’ inboxes early on the morning of January 24. “A new era starts today,” it trumpeted. “Covanta Europe becomes Encyclis and sets out its commitment to advancing energy-from-waste as an effective solution on the journey to net zero.” This may have been enough for a stay of execution from the delete button. Internal company news is integral to the industry press, but often ignorable to just about everybody else. Yet underneath this particular rebrand is an interesting story – and an important one for those looking to marry the worlds of B2B and sustainability.

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