Closing the Loop's Journey: Looking back on a decade of circular IT

How did Closing the Loop see a place for One for One in the market?

Joost de Kluijver & Reinhardt Smit, Founders of Closing the Loop, reflect on the journey that led them to pioneer an innovative, circular business model over the past 10 years.

"The starting point for me was when I identified two significant challenges in the tech industry. On the one hand, almost everyone on the planet wants to feel good about their purchases, including when it comes to buying electronics. But the market was not serving its customers easily and engagingly. On the other hand, billions of our beloved electronics go to waste each year, and in many places around the world, that means dumpsites. What if we could solve both issues in one go?” 

By addressing the gap between consumer demand for circular electronics and a huge electronic waste problem, the team was able to create a compelling value proposition, called One for One: for one phone sold, Closing the Loop collects and recycles one scrap phone in emerging markets lacking formal recycling infrastructure.

How has Closing the Loop's journey been so far?

It has been an exciting journey, filled with challenges, but also great achievements. Joost recalls when One for One started to become recognized externally. 

"When the story of how our partners use our service was picked up by the media, appreciated by customers, or included in financial reports, it signaled we were doing something that made both business and social sense." 

What makes One for One appealing to an international audience and different from other green services?

For Joost, it has always been about balancing commercial value with sustainability, stressing the need to keep in mind that not everyone shares the same perspective regarding electronic waste reduction and circularity. In essence, it all comes down to his ability to align his business approach with the needs and objectives of his stakeholders. This has allowed him to provide the IT industry with a green service that differs from others.

Reinhardt Smit, co-founder of Closing the Loop, adds a valuable point: the need to shift your perspective from a problem to an opportunity.

"By partnering and understanding the commercial needs of these businesses, we can work together on opportunities for change rather than just solutions to sustainability problems. This approach has also been effective in our partnerships in Africa, where we build long-term, financially sustainable solutions by working as equal business partners rather than viewing the work as aid or development."

Our last tip? Collaboration is key and not finger-pointing!

Joost and Reinhardt emphasize the importance of collaborating, through strategic partnerships, while aligning with the commercial needs of stakeholders, as a path to drive impactful change. By working together towards shared opportunities, rather than focusing on problems and pointing fingers at blame, Closing the Loop has created an innovative, circular business model that benefits both businesses and the planet.