Transforming the European PVC Industry Toward Sustainability
Project Overview
Leading a European-wide collaboration within The Natural Step (TNS) network, Sustainability Collaborative (SC) has contributed to one of Europe’s most significant sector-wide sustainability transformation journeys. Through long-term engagement with VinylPlus, the European PVC industry’s voluntary sustainability programme, we have supported the sector in applying the Framework for Strategic Sustainable Development (FSSD) to set shared priorities, develop strategic roadmaps, build capacity, and establish credible governance mechanisms.
The Challenge
Conflicting views on the sustainability of plastics in general, combined with the complexity of the PVC value chain, have lead to fragmented efforts and a lack of clear ownership of both problems and solutions.
The absence of a shared understanding of what “sustainable PVC” means - together with ongoing criticism, risks of product deselection, and increasing regulatory pressure - intensify these challenges. The industry has been confronted with numerous issues such as hazardous legacy additives, fossil-based and energy-intensive production, limited recycling infrastructure, fragmented governance across EU Member States, and low trust between industry, civil society, and policymakers.
Industry leaders recognised the need for a voluntary commitment and a credible, trusted partner that could challenge existing practices, support the development of a shared vision, and build the capacity required for long-term, sector-wide change.
Our Approach
The Natural Step was first invited to apply its value-neutral, science-based sustainability framework to the PVC sector in the late 1990s, helping stakeholders develop a shared understanding of the industry’s sustainability challenges. In the years that followed, we supported individual companies - including Interface, Hydro Polymers, and Rohm and Haas (later part of Dow Chemical) - to embed sustainability principles into their strategies and operations.
Building on this momentum, The Natural Step later took on an advisory role to the European PVC industry as a whole, supporting the development of its voluntary commitment. Over more than two decades, our network has worked with a wide range of industry actors to shape a long-term transformation agenda grounded in a science-based framework for strategic sustainability. This has included establishing a shared definition of sustainability, a common vision for the future of PVC, a credible long-term strategy to guide innovation and investment, stronger collaboration across the value chain, practical tools and training, and transparent reporting to demonstrate continuous improvement.
Key elements of the approach:
- Systems mapping and baseline assessments
- Collaborative governance models
- Visioning framed by sustainability principles
- Strategic roadmapping using backcasting
- Capacity building and learning platforms
- Practical guidance on additives, circularity, and innovation
Delivery
Collectively, we have contributed to multiple phases of Europe’s PVC sustainability journey. In particular, through the industry’s voluntary commitment, VinylPlus, since its development in 2010.
Key projects and activities included:
VinylPlus Roadmap & Strategic Guidance
We supported the evolution of Vinyl 2010, VinylPlus 2020, and VinylPlus 2030 by advising the General Manager and board, contributing to key working groups, strengthening governance and monitoring systems, and providing independent commentary in annual progress reports.
VinylPlus® Product Label
We co-created the VinylPlus® Product Label with BRE by shaping its conceptual foundations, defining sustainability criteria, building the verification model, facilitating stakeholder alignment, and developing training to support certification.
Additives Sustainability Footprint (ASF)
We co-developed the ASF with VinylPlus to provide a science-based method for assessing PVC additives, advising the Additives Committee, adapting The Natural Step’s sustainability LCA protocol, supporting pilot development, publishing guidance, and training manufacturers.
Circularity & Recycling Initiatives
We advanced circularity by mapping PVC material flows, advising on mechanical and chemical recycling developments, contributing to guidelines and pilot projects, and publishing strategic perspectives on PVC waste system solutions.
Stakeholder Engagement & Capacity Building
We strengthened sector-wide capability through systems-thinking and FSSD-based training, stakeholder dialogue with NGOs, policymakers, and industry leaders, contributions to VinylPlus Sustainability Forums, and development of shared learning resources.
Outcome
The European PVC industry has undergone a significant shift, with VinylPlus emerging as one of Europe’s best-established examples of voluntary, sector-wide sustainability leadership.
Key outcomes:
- Shared sustainability principles adopted across the value chain
- Expanded collective ownership of sustainability challenges
- Recognition by the European Commission as a credible voluntary commitment
- Phase-out and substitution of hazardous additives
- Major increases in PVC recycling
- Greater transparency through independently verified reporting
- Improved cross-industry governance structures
- Strengthened sustainability capability within companies
- New tools supporting sustainability implementation in a complex value chain
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