Redefining Value: Why Investing in Sustainability is No Longer Optional

At Landopp, we believe that the only way to create real change is to do things differently. From the beginning, we set out to challenge a system where the status quo, lobbying and economic interests often set the pace. Our proposal is disruptive, not out of fashion, but out of conviction.

Today we want to focus on a word we often hear in conversations about sustainability, recycling and innovation: cost.

We talk about the cost of recycled plastic versus virgin plastic.

About the difficulties the value chain faces in competing on price.

Of an industry that in many cases is unwilling to pay more for a more responsible material if it means affecting its margins.

But perhaps it is time to change our perspective.

What is more costly for a company?

To invest in a material that its consumers perceive as a real commitment to quality of life and the environment... or to face a reputational crisis by continuing to use polluting materials?

To pay more for an input that allows access to markets with strict traceability and sustainability regulations... or to lose opportunities for growth and volume abroad?

And what is more costly for a government?

To invest in preventing environmental damage... or to spend millions to mitigate its consequences?

To protect the population today from diseases related to water, air and soil pollution... or to saturate the public health system in 10 years?

We believe that we must begin to redefine terms such as "cost", "expenditure", "value" and "investment". We know the road is not easy. But we also know that the choices we make today will determine how we live tomorrow.

Will we continue with what has brought us this far... or will we dare to create something different for what is to come?