Incentivizing Sustainability: Business Models in the Circular Economy

Fabian Barthel, Co-Founder of Vytal, a circular economy packaging-as-a-service startup, joins host Mike Toffel to explore the innovation, behavioral science, and regulations shaping the market for reusable containers for take-out food and beverages. 

Fabian shares how Vytal is tackling packaging waste by building a reusable container system for restaurants, canteens, and major events. He explains why deposit-based systems often fail, how Vytal’s “borrow and return” model changes consumer behavior, and how data, technology and behavioral science underpin their service design. Fabian also discusses the evolving regulatory landscape, including Germany’s reuse mandates and emerging municipal single-use taxes. He closes by offering advice to circular economy entrepreneurs about how to align impact with profit.