Carlsberg has joined with a group of global suppliers to develop the next generation of packaging products that are optimized for recycling and reuse, otherwise known as “upcycling.”
The term, popularized by William McDonough & Michael Braungart in 2013’s The Upcycle: Beyond Sustainability — Designing for Abundance, espouses the idea that through proper design, humans can have a positive net impact on the social and ecological world. The Upcycle rejects the idea of merely being ‘less bad’ and proposes that we focus more on creating a positive footprint for future generations — all while generating profit.