Circular Trumps Linear (pun intended)

The announcement fits perfectly in the strategy and positioning of the company, focusing on the environment and accentuating those green credentials. And I applaud them for it. Staying close to the DNA of your company, even in times when it is no longer the dominant opinion, is what elevates and builds the brand value. It's not easy to walk to the beat of a different drummer.

Am I soft hearted for liking the message then? Well, not exactly. There is a much more hard nosed reason I like the fact that over half of a key component in their batteries comes from recycling: sheer economic security and power. Every country and region in the world should be very clear eyed about the safety that circular supply chains can bring, the advantage of stock goods versus flow goods. I really like the bathtub analogy. Flow goods like oil and gas are like letting the water drain out of your bathtub to find its way back to the sea. You need to be very sure you have ample access to new water for your next wash. Stock goods like lithium, cobalt, copper, etc... can be like the water you capture and clean after using it. Sure, there is extra energy involved, but you decrease your dependance on someone providing you with fresh supply. In these crazy days where a new shock to our supplies of critical resources still has to fully sink in, this subject should get a lot more applause.