Innovation

Belkin's recent innovation centers on replacing traditional plastic packaging with FSC-certified long-fiber paper and incorporating up to 90% post-consumer-recycled plastics in its product housings. This shift "significantly reduces" greenhouse gas emissions while addressing the environmental challenges posed by hard-to-recycle plastics. While implementing these changes involves additional costs, Belkin recognized growing consumer demand for environmentally friendly products and prioritized sustainability without compromising quality or fire safety standards. The result is a dual benefit: advancing environmental responsibility while generating new business opportunities. 

The idea of sustainability within the electronics industry surfaced as a direct response from societal and consumer expectations. Belkin’s teams in R&D, directly focused on collaborative working to recognize sustainable solutions, while ensuring compliance with industry performance standards are still being met. Marketing teams played a crucial role in communicating these advancements to customers, emphasizing Belkin's commitment to both sustainability and product excellence. By incorporating recyclable materials into its products and packaging, Belkin has redefined its business model to align with its consumer's values. 

Belkin's initiative reflects a broader sense of purpose: to foster environmental sustainability while continuing to drive business growth. This mission-driven approach showcases how companies can integrate sustainability into their core operations to address global challenges, exceed customer expectations, and create a competitive advantage within the electronics industry. Through this innovation, Belkin not only demonstrates leadership in consumer electronics but also highlights the value of aligning corporate practices with a meaningful mission in sustainability.  

Inspiration

Belkin’s recent innovation to incorporate recycled products in their product housings and replace traditional plastic packaging with FSC-certified paper came about with an attentiveness to consumer expectations and environmental urgency. Their commitment to sustainability drives Belkin; therefore, they sought to address the challenge of plastic waste. Creating an innovation to eliminate plastic waste was not solely a reaction to abiding market trends; instead, it was a proactive strategy to align Belkin’s values with customer demands for sustainable measures. Ernie Roberts, The Head of Global Sustainability at Belkin, stated, “We measure ourselves by impact.” The innovation was inspired by Belkin’s values of looking in the mirror and asking themselves how they can make a sustainable difference for the world, impacting their consumers. 

The motivation behind changing from plastic to packaging and using recycled materials in Belkin’s products extends beyond mere compliance with eco-friendly practices. The reality that only 5% of plastic can be recycled was an eye-opening motivator for Belkin. They stated, “This shift is not only efficient and environment-friendly but also addresses the concerning statistics that only 5% of all plastic is recycled, and it takes hundreds of years to decompose, polluting our land, waterways, and oceans.” Recognizing this environmental crisis, Belkin committed to creating products that minimize waste and greenhouse gas emissions and served its customer base. Roberts mentioned, “It wouldn’t have happened if we didn’t focus on the customer needs and what the customer was asking for.” Fostering customer loyalty at the forefront has opened pathways for Belkin to drive business growth and participate in sustainable change. 

Ernie Roberts mentioned the essential component to understanding climate change and Ellen MacArthur’s guidelines regarding the circular economy. “The more we can drive product circularity in our business…the less waste and emissions we’re going to create for future generations,” Roberts explained. A focus on circularity demonstrates a solid commitment to do it for the right reasons: To ensure that products contribute positively to the environment throughout their lifecycle. It also stems from every single part of the company’s supply chain to ensure they can create a reaction that participates in change. As Roberts points out, “It is showing how being more environmentally and socially responsible is good business…and how that resonates with our customers.” Belkin’s approach to taking an environmental issue and aligning it to its consumer needs has been its original inspiration. Small acts come a long way, which Belkin desires to do now and for the future. 

Overall impact

Ernie Roberts' work in sustainability at Belkin has significantly impacted the business, society, and the environment. At the business level, his team implemented innovations like transitioning to plastic-free packaging and using up to 90% post-consumer recycled plastic in products. This has helped reduce greenhouse gas emissions and align with customer demands. These measures have also strengthened relationships with retailers who prioritize sustainability. "One retailer said we'll put your products in our store, and we'll give you $8 million worth of business if you give us plastic-free packaging and this percentage of recycled material in our product, so we did it for them."

For society, Belkin's sustainability initiatives have increased consumer awareness about environmentally friendly options and have encouraged other businesses to adopt similar practices. Roberts highlighted the importance of aligning their interests with customers' goals, noting that sustainability can drive customer engagement and new business opportunities.

Environmentally, the innovations have led to measurable impacts, such as a 67% reduction in operational greenhouse gas emissions.

Overall, Belkin's sustainability initiatives demonstrate the powerful intersection of environmental responsibility and business success. By transitioning to plastic-free packaging, incorporating recycled materials, and reducing greenhouse gas emissions, Belkin has strengthened its relationships with environmentally conscious retailers and driven consumer awareness of sustainable practices. Some high-impact measures, such as energy-efficient lighting upgrades, have showcased how their emphasis on sustainability has been a win-win strategy, as they have positively impacted both the planet and the company's financial growth.

Business benefit

Belkin’s switch to sustainable packaging materials has produced noticeable commercial benefits by aligning Belkins product offerings with consumer demand for environmentally friendly solutions. The adoption of “FSC long fiber paper” and recycled plastics has opened new revenue streams, including multimillion dollar contracts with retailers seeking sustainable solutions. These solutions have enhanced Belkin’s relationships with existing customers and won new clients, creating a competitive advantage over other companies in their field. 

Belkin has positioned itself as a leader in sustainability, enhancing its brand’s strength and product differentiation in a crowded industry. By reducing GHG emissions and offering sustainable products, Belkin appeals to a rapidly growing market segment that cares about environmental impact, driving long term top line growth. Belkin’s sustainable initiatives showcase how Belkin marries business growth with environmental leadership. In doing so, Belkin successfully grows profitability while still being environmentally responsible.  

Social and environmental benefit

Belkin’s innovation has benefited both society and the environment significantly. They have reduced plastic waste and promoted sustainable materials by their transition to FSC-certified long-fiber paper for packaging. This shift supports responsible forestry practices, helping to preserve natural habitats and combat deforestation. As a company, they have incorporated up to 90% post-consumer recycled plastics in product housings and therefore minimized reliance on traditional plastics. Therefore they have lowered greenhouse gas emissions and encouraged a circular economy. Their commitment to sustainability sets an excellent example for eco-friendly manufacturing, inspiring industry shifts toward environmentally responsible practices. 

Belkin’s efforts also align with the growing consumer demand for sustainable products, growing a greater environmental awareness and encouraging people to make more eco-conscious purchasing decisions. By integrating sustainability into its core practices, Belkin reduces its environmental footprint and demonstrates how businesses can take meaningful action to protect the planet and promote a healthier future. 

Interview

Ernie Roberts, Head of Global Sustainability