The EU introduced the Extended Producer Responsibility to ensure brands and manufacturers take responsibility for the products they produce at the end of their life, in other words, when their customers are finished using them. Brands are held accountable for the full lifecycle of their products, encouraging them to design products for ease of repair, disassembly and recycling. Brands must ensure their products are reused or recycled, rather than going to waste or incineration.  

A key part of this regulation is engaging consumers to educate consumers and make reuse and recycling accessible for them. Clear information must include how to return or recycle their products.   

Brands must report on recycling rates, and aim to reach targets set by each country, as well as reuse strategies and rates.

MĀDI engages consumers to provide them with the information they need to recycle or send products to reuse their products, ensuring those products go to responsible and trusted reuse and recycling points. In addition, we collect product performance data on repair, recycling and reuse rates so that brands can easily receive insights into how to improve their product’s eco-design in the future, to ensure their future products are in fact recycled or lasting longer for reuse.  

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