Over 3,000 business and political leaders recently convened in the Swiss Alpine town of Davos-Klosters for the 50th World Economic Forum (WEF) Annual Meeting under the banner “Stakeholders for a Cohesive and Sustainable World.” The world’s most pressing social and political issues were discussed, particularly sustainability and its financial and environmental impacts.
As millions of tons of plastic end up in landfills or in the environment as litter each year, major corporations and governments are working to move towards a more sustainable economic system and to accelerate recycling and the reuse of plastics. A critical need for this development is accurate and reliable auto-identification methods for classifying and sorting various packaging materials during the recycling process.
HolyGrail 2.0 took the spotlight during a Procter & Gamble Pavilion session at WEF. The initiative aims to speed up the transition to a circular economy for plastics by increasing the quantity and quality of recyclable material identification in waste management systems via application of Digimarc Barcode on labels or directly onto the plastic.
During the summit, HolyGrail 2.0 received one its biggest accolades to date, receiving the Solar Impulse Efficient Solution Label, presented by Chairman of the Solar Impulse Foundation, Bertrand Piccard. The award attributes existing solutions that represent a strong market opportunity while protecting the environment.
Digimarc's Larry Logan (Left) and Procter & Gamble's Gian De Belder (Right)
A Collective Effort
Digimarc, along with consumer brands, major packaging suppliers, and waste management companies, including Procter & Gamble, Berry Plastics, PACCOR, Verstraete IML, TOMRA Systems and more, are all collaborating on HolyGrail 2.0. “Four years ago, it was all about companies doing great things, but mostly on their own . . . and this year it is about companies doing great things together,” said Procter & Gamble Chief Sustainability Officer, Virginie Helias during day 3 at WEF.
Visit our Recycling page to stay up-to-date on how Digimarc, along with its partners, are helping retailers and consumer brands reduce waste and become more sustainable as part of HolyGrail 2.0.
Watch a recap video of the events released by Procter & Gamble at World Economic Forum