From Australia to Rotterdam: Lessons from Scaling Circularity Across Continents

When I founded Utilitarian in Australia, the mission was simple: close the gap between customers and the afterlife of products. I believed — and still believe — that customers are the most underused resource in the circular economy. They hold the products, they decide when something’s no longer useful, and their actions determine whether that product becomes waste or enters another life.

But I also learned quickly that belief alone isn’t enough.

The Early Days in Australia

We built an incredibly capable platform — one that could track, analyse, and integrate circular product data in countless ways. On paper, it was everything a brand could need. But in practice, it was too complex.

The lesson came fast and clear: adoption beats features. Technology only works if it fits seamlessly into people’s lives and the systems they already use. We had to shift our focus from building more capability to making adoption simpler — for both customers and brands.

Why Europe — and Why Now

In 2024, I made the decision to expand Utilitarian to the Netherlands. Europe can feel like the “Disneyland” of the circular economy — ambitious legislation, advanced infrastructure, and a real cultural appetite for sustainability.

And yet, the same challenges I’d seen in Australia still existed here:

• Customers were rarely engaged as active participants in returns.

• Brands lacked product-level traceability after the point of sale.

• Compliance reporting (CSRD, EPR, the upcoming Digital Product Passport) was demanding more data than most systems could easily deliver.

The move wasn’t just about geography — it was about timing. Regulatory pressure was peaking, market demand for proven solutions was growing, and the opportunity to bridge the “customer gap” was clear.

Working With the System, Not Against It

One of the most valuable lessons from the Australian market was that it’s faster and more effective to work with the system rather than trying to replace it.

That means:

• Integrating with existing loyalty programs to make returns rewarding.

• Embedding product recognition and data capture into retail workflows.

• Aligning with compliance frameworks so reporting becomes automatic.

It’s about building better defaults — where the right thing for the customer is also the easiest thing, and the most valuable for the brand.

What’s Different — and What’s the Same

Different in Europe:

• Stronger legislative frameworks driving urgency.

• A more mature recycling and repair infrastructure.

The Same Everywhere:

• Customers still face friction when trying to do the right thing.

• Circularity strategies often miss the chance to capture verified customer data.

Whether in Sydney or Rotterdam, the circular economy only works if we make it part of everyday behaviour — not a special effort people have to go out of their way to make.

The Road Ahead

Our European base in Rotterdam is just the beginning. We’re partnering with local innovation hubs, major retailers, and recycling networks to make the return process effortless, valuable, and measurable.

The goal hasn’t changed: connect customers to the cycle, give brands the data they need, and make circularity invisible — so returning a product feels as normal as buying one.

From Australia to Rotterdam, the mission is the same:
Let’s make the right thing the easy thing.