Products with recycled content developed in universities and research institutes benefit from cutting-edge scientific methods and rigorous validation, which enhances their credibility and performance. They also gain a competitive advantage because:

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• They prioritise long-term innovation over short-term commercial pressures.

• They have access to advanced laboratories, specialised equipment and expert researchers.

• They can draw on multidisciplinary expertise (engineering, materials science, environmental science).

• They are often supported by public research funding, reducing cost barriers to experimentation.

• They can test solutions more extensively through pilots, prototypes and controlled experiments.

• They are aligned with sustainability research agendas, increasing trust among government and industry stakeholders