Brussels, 7 November 2025. More than 110 organisations from across Europe’s plastics value chain have united to send a powerful message to the European Commission: Europe’s recycling system is breaking down — and without urgent action, circular plastics will fail. Presented to DG Environment by Willemijn Peeters, CEO of Searious Business, the “Ring the Bell for Recycling” Industry Statement warns that recyclers are being forced out of business as the price gap between virgin and recycled plastics widens. Despite billions invested in recycling infrastructure, low virgin prices and weak market incentives are making recycling commercially unviable.

“If plastic recycling is not a viable commercial prospect, it cannot solve the pollution crisis or help us achieve our climate ambitions — it is doomed to fail,” said Peeters.

The statement urges EU policymakers to:

• Fix the cost imbalance between virgin and recycled plastics. • Guarantee recyclers’ profitability and demand through fairer market mechanisms. • Strengthen import and quality standards to prevent market distortion. • Ensure that the Packaging and Packaging Waste Regulation (PPWR) supports a truly circular and competitive recycling market.

This campaign — which started as a symbolic “high striker” installation at K – The World's No.1 Trade Fair for Plastics and Rubber 2025, inviting participants to literally Ring the Bell for Recycling — has now become a global movement, echoing across the US, UK, South Africa, and India.

The message resonates beyond Europe’s borders: recycling viability must be the cornerstone of circularity. Without stable demand and fair conditions, investments will vanish, recyclers will close, and Europe’s circular ambitions will remain only on paper.

“Recyclers cannot afford to wait for policy timelines — they need action now,” Peeters added. “Without consistent demand and fair market conditions, Europe’s recycling base will collapse — and with it, the foundation of a circular economy.”