The world is facing a climate crisis. We are polluting the earth with high CO2 emissions and waste. In addition to this, the human population is ever-growing. This results in a demand for more products, which will create even more waste. Products that are predominantly made of raw materials. Meanwhile, the global economy is only 7,2% circular and this situation is getting worse year after year.

While on the one hand, there is a desire for raw materials, and on the other hand, there are ever-growing piles of waste, there is an opportunity to meet the two. The growing desire for repurposing waste streams creates fruitful ground for businesses that focus on waste stream innovation, like Renewi. Renewi currently enables the circular economy by giving new life to used materials. It positions itself as the leading waste-to-product company in the world’s most advanced circular economies. To stay a leader in recycling and the production of secondary materials, an ambitious goal is created, called Mission 75. This goal is to recycle 75% of Renewi’s collected waste in 2025. This is 10% more compared to 2020, where 64,7% of the collected waste was recycled. The only way to get to this 75% is through improving current activities and being innovative. By all means, after reaching Mission 75 the goal will without doubt rise to 80% or 85%.

Being an innovative company calls for having a proficient innovative process. This process entails a dynamic workforce keen to engage in innovation activities and is well-informed about ongoing activities. Being innovative is one of Renewi’s core values. Yet, the current innovation process doesn't work optimally, while it is challenging to spread an innovation mindset across a large, geographically widespread company with various working cultures. This paper endeavours to contribute to this objective by addressing the research question: “How can the innovation process of Renewi be improved to enable the company to recycle more and at a higher quality?”.