Auping, Rabobank and KPMG share their learnings about their path towards circularity

Auping, Rabobank and KPMG share their learnings about their path towards circularity




In January 2020, the World Business Council For Sustainable Development (WBCSD)* introduced the Circular Transition Indicators (CTI) framework and CTI Tool for companies to assess their circular performance. With support from knowledge partners KPMG and Circular IQ, Rabobank and Auping jointly applied the CTI framework, using the CTI Tool to organize and analyze their data. Auping measured the level of circularity of part of its mattresses business. Now that the first stage has been finalized, parties involved are looking back to evaluate the lessons learned from applying the CTI framework.


Rabobank’s lesson: CTI provides better insights in linear risks

Björn Aarts (Program Manager Circular Economy at Rabobank): “It is our ambition to support clients in their path towards circularity, which mitigates their linear business risks for example through decoupling economic activity from the consumption of finite resources. The CTI framework enables our clients to measure the level of circularity: the inflow of circular materials, the design of their products and the actual recovery of their products and materials. This provides us the opportunity to support our clients in the challenges they face, by providing knowledge and opening up our network, but possibly also financially support them in their path towards circularity. The CTI Acceleration program with a.o. Auping has taught us that by providing the CTI framework and CTI Tool to our clients, we can support them in their transition towards becoming a truly circular company, but also provides us with better insights in the linear risks associated with their businesses.”


Auping’s lesson: What gets measured, gets improved

Geert Doorlag (Researcher at Auping): “At Auping, we are in a transition to becoming a fully circular company; designing out waste, setting up return logistics service business models and developing a reuse and recycling infrastructure. An example is our Bedzzzy concept; providing a subscription-based service on our locally produced 100% circular designed mattress. CTI are developed in such a way that it gives insights into circular performance. These insights help us in being more effective and efficient in our transition, for instance in steering our innovation efforts and providing transparency in the level of circularity. The WBCSD CTI framework is a great starting point for sparking conversations with our partners in the supply chain about the origin and characteristics of materials. CTI lends well to experience a learning curve on the subject of circularity, in such a way that we are now looking at ways of applying the lessons learned into our Bedzzzy concept in other products of Auping. We would like to thank Rabobank for inviting us to join their program and introduce us to the CTI framework.


KPMG’s lesson: Circularity requires changes on multiple dimensions

Suzanne Kuiper (Manager at KPMG and co-author of the CTI framework): CTI addresses the three pillars on how a company can improve its circularity: 1) through procurement, which will affect the circularity of the material and part flows that enter the company (inflow) 2) through design, which will enable the recoverability of a product (potential recovery) and 3) through the business model, which will enable a high collection and recycling rate on the products, by-products and waste streams put on the market (actual recovery).


Next steps

Björn Aarts: “We are very enthusiastic about the CTI program and will expand the program with more clients from different sectors. These CTI outcomes will help us to achieve our circular goals.”

Geert Doorlag has similar plans: “We have learned a lot in the process of using CTI. Our next step now is to apply this framework in other parts of our organization. I am very keen to see what the outcome for other types of products will be, and how this can help us achieve our goal: to let all Dutch people opt for a circular bed or mattress in 2030.”


Interested? Contact us to learn how to get started with the CTI yourself:

The Circular IQ product development team is currently updating CTI Tool functionalities to meet the CTI Framework update that will be launched in February 2021. Our team used Q4 of 2020 to collect feedback and improvement suggestions from various CTI Tool champions. This resulted in the development of dashboarding and comparison features that will be launched in March 2021 as part of CTI Tool Professional accounts. Take a look at the CTI publication and  CTI Tool to learn more details. For more information, just drop us a message and let’s start the conversation!



*Background on WBCSD Circular Transition Indicators

At the World Economic Forum in January 2020, WBCSD introduced the Circular Transition Indicators (CTI) framework and CTI Tool for companies to assess their circular performance. The CTI framework, developed by WBCSD in collaboration with KPMG and Rabobank, provides companies with a transparent, universal and consistent way of measuring circularity, giving companies a common language and relevant insights in the circular performance for well-informed decision-making.