Imagine you were tasked with inventing solutions to the problems you face in your daily life. Would you come up with the same solutions, or would you take a completely different approach? Would we reinvent single-use plastic? Would we apply pesticides again? And more over, would we have used trees and water for paper?
Sometimes the solutions we are accustomed to are the result of past circumstances that once made sense but no longer align with today’s values. Should we continue to hold on to the old ways or invest in new ones?
In this blog, I will outline how the paper industry developed, its current impact on our planet, and how a new industry could theoretically look.
Paper: the last 200 years
Looking at the development of the paper industry in the Netherlands, a clear trend emerges. Paper initially originated as a byproduct of farming; it was made from old crops or rags. The fibers were extracted from these materials and combined with water to create sheets (the shirt version). With the invention of steam engines, this process was accelerated, increasing the demand for fibers. Trees entered the picture. Thanks to machines and readily available trees, the price of paper dropped nearly 90-fold, leading to a surge in production. Paper became widely accessible and used for various applications.
This week, I heard a story about Mansa Musa, the richest man who ever lived. Around 1300, he owned more than 50% of all the gold on the planet, and everything in his castle was made of gold. He also had the largest library of his time, with a whopping 1,000 books. My bookshelf potentially surpasses that. Printing and paper were rare and precious back then. In Mansa Musa’s era, paper was scarcer than gold.
The rise of paper
What was once scarcer than gold is now one of the most commonly used materials. Today, paper is among the most widely applied raw materials, even ranking in the top five according to some sources. The paper and cardboard production industry in Europe alone is worth €115 billion. Note: this is just paper and cardboard (semi-finished products) before they are printed or turned into packaging. Globally, this industry approaches €500 billion.
Paper is not just a slice of a tree
In just a few hundred years, paper has grown from one of the scarcest materials to one of the most used. And that has a significant impact. Paper and cardboard are not just slices of trees a colleague entrepreneur once said and that stuck with me..
To get pulp from trees, they are soaked in large vats of water and chemicals. The cellulose (about 30-40%) forms the fibers needed for paper, while the remaining 60-70% consists of lignin and hemicellulose, collectively known as “black liquor.” This liquid is often used as fuel for paper mills. Besides water and bleach, significant energy inputs are required. After considerable energy, trees, water, and bleach, we finally produce a sheet of paper.
The myth of recycling
And then we use that sheet of paper once and toss it in the recycling bin. Recycling gives us the impression that we are doing something good for the environment—and to some extent, we are. Recycling is better than disposing of waste. Paper at landfills creates methane gases due to all the toxins in the paper. However, it also sends a mixed message because, despite being relatively eco-friendly, it still has a considerable impact.
The Netherlands performs exceptionally well in recycling. Most paper fibers are recovered and reused, typically for cardboard. About 95% of the cardboard we use comes from recycled materials. That’s pretty good. In essence, we package our products in our own recycled paper. But there is a caveat.
Apart from fibers and pulp, the major issue is energy and water consumption. Paper and cardboard are not truly “cradle to cradle” because they require a substantial amount of new raw materials. At least 50% of new pulp usually needs to be added (since fibers shorten during recycling). Moreover, transforming old paper into recycled cardboard involves the same energy-intensive process as making new paper—requiring large amounts of water, bleach, and energy.
What would a new system look like?
Given this knowledge, we must reconsider. Is it wise to use trees (and thus forests) for paper and cardboard, or can we identify alternative raw materials? Should we continue producing disposable paper and cardboard, or should we focus on reuse? Can we design a waste system that demands fewer new resources?
If I were to envision a new paper system, disregarding the constraints of existing systems, it would look like this:
- Use local waste materials to produce paper.
- Ensure these materials are easy to process into paper.
- Prioritize circularity, making waste easy to recycle.
- Produce products that are stronger and more durable than current paper and cardboard, enabling reuse.
- Favor small, local production and processing cycles.
Why stone paper could be a good alternative
Stone paper consists of up to 80% limestone. Currently, this is a mining industry byproduct. It is mixed with HDPE, a plastic (yes, plastic!), but one that is harmless to humans and the environment. Limestone is abundant and globally available, often as waste. HDPE can also be sourced from recycled streams or sugarcane (Braskem), making it an accessible residual material.
Current stone paper has a cradle-to-cradle silver certificate, meaning no waste is generated during manufacturing. Since stone paper has no fibers, it does not shorten and can be reused much more easily without additional water or energy.
Waste paper can be directly mixed with new paper, eliminating the need for extra raw materials or waste streams.
How can we build a new supply chain?
I believe we should focus on identifying local waste streams in the Netherlands, such as recycled plastic from water treatment plants, combined with construction waste or limestone streams. These can be used to create paper and cardboard products designed for longer use. Think reusable notebooks, recyclable shipping boxes, and e-commerce packaging with deposit systems. Stronger paper and cardboard, meant for extended use, reduce production impacts, generate less waste, and simplify recycling.
Conclusion: The System Can and Must Change How long will we wait? Solutions have been available for over a decade but are not yet widely adopted. Will you help build a circular industry?