142 FEATURE Another pilot prompted by a question about circularity was the ReShape project between Holland America and carpet manufacturer Dansk Wilton. “The idea started with Dansk asking, ‘what if we could take back our carpet and give the waste a new life?’ We brainstormed the possibilities and we, as owners, took accountability for separating the material at dry dock and making sure the product was packaged,” says Nguyen. “Dansk was responsible for testing the waste with vendors that could offer the product. From there we created prototypes, had meetings with our onboard revenue team and, as a result, we have beautiful souvenirs that will be sold in our shops with a QR code that includes a talk about the product’s journey.” The results of this partnership include notebooks, coat hangers, signage, coasters and acoustic artworks – all created by using recycled carpet waste from Holland America Line’s vessels. Following these experiences, Nguyen has some advice for shipowners: “Initiate conversations with vendors and keep an open mind!” she says, noting that when Holland America takes the initiative, vendors pay attention to its vision because “it’s clear the commitment goes beyond words and is backed by meaningful action and measurable results. “One can argue that it will only be a matter of time before companies are forced to prioritise sustainability investments due to the global shift towards circularity, driven by policies like the European Green Deal, which will influence businesses beyond European Union legislation. I often hear vendors say they will shift their model once there is enough demand for sustainable products, while specifiers say they would prioritise sustainable products if they were competitively priced. Those are no longer acceptable excuses; we all simply need to try harder. “My advice is to decide if sustainability is a core value to you and, if it is, to start having conversations with people in your circles about how to make an impact. I prefer to be on the front end of innovating rather than reacting.” Nguyen also urges everyone across the value chain – from vendors to specifiers to corporate teams – to take ownership of their role in driving sustainable change. “Vendors don’t wait for the demand from specifiers; educate them about the importance of specifying sustainable products and what you have to offer,” she says. “Specifiers, be aware that your choices can make a big impact and demanding sustainable products at a competitive price point will affect where vendors put their design and development investments. If you are another stakeholder in the supply chain and you’re vetting vendors, ask where sustainability fits in their business model. If you are a corporation, take an extra step in your sustainability messaging and encourage every person in your company to think about what they can contribute within their department. Many corporations focus on the macro vision, which is great, but if we are going to make a big shift, we need to tackle this from all departments and change to a micro mindset. “Start with what you have control over and take action to drive changes that will lead you to a more sustainable future.” The ReShape project between Holland America and Dansk Wilton aims to create a circular solution for marine carpets, ensuring the products are reusable and recyclable
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