Kao Corporation reveals its new roadmap to circularity

Kao Corporation, a leading manufacturer of consumer products, has unveiled a new roadmap that boldly commits to a circular economy with the goal of achieving “zero waste” by 2040, and even more ambitiously, “negative waste” by 2050. This pioneering initiative targets the plastic packaging containers used and discarded throughout the company’s business operations.

In a vision set out in their “Kirei Lifestyle Plan,” an ESG strategy established in 2019, Kao identified 19 priority initiatives, with this new roadmap playing a critical role in contributing to their grand “zero waste” goal.

Kao’s commitment to this sustainable vision was previously underscored in their 2018 “Plastic Packaging Container Declaration,” in which they pledged to reduce the use of plastic packaging and increase recycling efforts. The company has since been implementing innovative measures such as thinning containers, increasing product sizes, concentrating content, and reusing thin film materials from refill packs as primary containers – all in a bid to significantly reduce plastic usage.

However, it’s not just about reducing. Kao is championing a four-pronged approach – Reduce, Reuse, Replace, and Recycle – a philosophy that is driving all their activities.

The company’s 2022 Sustainability Report revealed the specific goals underpinning their “zero waste” priority: by 2040, achieve a balance between Kao’s plastic packaging usage and the amount they recycle; by 2050, ensure that the amount of plastic recycling Kao is involved in exceeds the plastic packaging they use, thus achieving a state of “negative waste”.

To realize these goals, Kao is fostering a culture of “Reduce Innovation” and “Recycle Innovation”. Under “Reduce Innovation,” the company is encouraging the use of recycled and plant-derived plastics in packaging containers, with the ambitious target of phasing out fossil-derived plastics by 2030 and eradicating them by 2050.

“Recycle Innovation” takes a holistic view of the life cycle of plastic waste, converting it into valuable commodities for reuse in Kao’s product line. A case in point is the asphalt modifier “Neutrack 5000,” a product of Kao’s chemical business launched in December 2020, which can convert discarded PET material into a modifier, enhancing the durability of asphalt pavement up to fivefold. This innovative product not only increases road longevity but also reduces CO2 emissions associated with frequent repairs.

In a clear demonstration of their commitment to recycling, Kao, in collaboration with various stakeholders, has initiated a collection scheme for used plastic packaging containers. They are concurrently developing recycling technologies to convert these collected materials into innovative film containers by 2025. A notable milestone in this journey will be the launch of a limited-edition refill pack, made partially from recycled materials, on May 29, 2023. Developed in collaboration with Lion Corporation, this product underscores Kao’s ongoing commitment to research and development in pursuit of sustainable business practices.