Sustainability has become a strategic priority for technology and telecom companies worldwide. Customers, regulators, and investors increasingly expect tangible action on circularity and environmental impact. Yet for many organisations, translating sustainability ambitions into scalable, commercially viable initiatives remains a challenge. At MWC Barcelona 2026, Dutch social enterprise Closing the Loop will demonstrate how circular action can be embedded directly into existing business models at the Netherlands Pavilion.
Founded in 2014 and based in Amsterdam, Closing the Loop works with leading global technology and telecom brands to make greener tech both practical and profitable. The company’s core proposition, the One for One service, links the sale of new devices to the responsible collection and recycling of end-of-life electronics in regions where formal recycling systems are lacking. By doing so, Closing the Loop enables brands to take immediate, measurable action on e-waste: without disrupting their products, pricing, or go-to-market strategies.
The gap between ambition and action
Many technology brands are already investing in long-term circular initiatives such as refurbishment, repair, and trade-in programmes. While these initiatives are essential, they often take time to scale and to be fully adopted by customers. At the same time, expectations for greener tech are immediate. Consumers increasingly want sustainable options today, without compromises on price, performance, or functionality.
This creates a gap between ambition and execution. Brands are under pressure to demonstrate real impact, yet struggle to find solutions that are credible, easy to communicate, and compatible with existing commercial models. Closing the Loop addresses this challenge by offering a circular service that integrates seamlessly into current portfolios and customer journeys.
One for One: circularity at scale
The One for One service is based on a simple but powerful principle: for every new device sold, an equivalent amount of e-waste is collected and responsibly recycled. This approach allows sustainability to be activated at the moment of sale, turning circularity into a visible and relatable part of the value proposition.
What distinguishes One for One is not only its environmental impact, but also its commercial practicality. Rather than requiring new behaviours, channels, or operational workflows, the service fits naturally within existing business structures. This enables brands to move from strategy to action quickly, with minimal implementation effort and without disrupting established processes.
Since 2016, Closing the Loop has supported major global technology and telecom brands in deploying One for One at scale. A recent milestone was reached in Germany, where a partnership with Vodafone resulted in the collection of more than three million devices, demonstrating the maturity and scalability of the model. The initiative was also recognised with a Gold award at the World Communication Awards 2025 in the Sustainability category.
Beyond compliance: differentiation through sustainability
As sustainability requirements become more formalised through regulation and reporting obligations, there is a risk that circular initiatives are treated purely as compliance exercises. Closing the Loop takes a different perspective. By enabling clear, well-substantiated sustainability claims that are easy for customers to understand, One for One helps brands turn environmental responsibility into differentiation.
This is particularly relevant in competitive markets such as telecom, where products and services are often similar in terms of performance and price. Embedding circularity into the offer creates an additional layer of value, strengthening brand positioning while responding to growing societal expectations.
Strengthening circular ecosystems globally
Closing the Loop’s impact extends beyond device collection alone. The company is actively investing in strengthening local recycling infrastructure in regions where e-waste is most problematic. One example is its ongoing smelter project in Nigeria, aimed at establishing the country’s first dedicated e-waste recycling facility. By enabling responsible local processing, this initiative contributes to economic development while reducing environmental harm.
Such projects underline the company’s broader mission: to make circularity work not only for brands and customers, but also for communities that are often overlooked in global supply chains.
Why MWC Barcelona 2026 matters
Mobile World Congress brings together the global ecosystem shaping the future of technology and connectivity. For Closing the Loop, MWC Barcelona 2026 is a key moment to engage with technology brands, telecom operators, and channel partners that are looking for credible, results-driven ways to activate greener tech now: not years from now.
At the Netherlands Pavilion, the team will focus on conversations with decision-makers in commercial, marketing, device, and partnership roles. The aim is to show how sustainability can be embedded directly into propositions and portfolios, supporting both environmental goals and commercial performance.
For technology and telecom organisations looking to activate credible greener tech without disrupting their commercial models, a visit to Closing the Loop at MWC 2026 is highly recommended. The One for One service demonstrates how circularity can be scaled globally while strengthening differentiation, customer trust, and brand value. You can find Closing the Loop at the Netherlands Pavilion during MWC Barcelona 2026 (2–5 March). Or schedule a meeting to discuss how circular action can be embedded into your existing offer.
Would you like to know more about the NL program at MWC Barcelona 2026 or join the Dutch delegation, including access to MWC Barcelona? Visit NLMWC.com or contact Anke Kuipers at anke@ecosystemservices.nl.
