Business
Regulation and Urban Mining in Electronics Recycling
Robson Esteves details ABREE decree renegotiations, new consulting services, and the recovery of rare earth elements.
Robson Esteves, president of ABREE, analyzes the regulatory landscape of reverse logistics, expansion into training services, and the role of urban mining in the sector.
In a conversation with Bruno Gimenes on Marketing - The Podcast, Robson Esteves, president of ABREE, addressed regulatory challenges and the organization's plans for the coming years. The association's operations are structured around federal guidelines that undergo periodic reviews.
In the video above, Esteves explains how the organization balances member companies' targets with the need for government support to expand the reach of reverse logistics in Brazil.
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Regulatory renegotiation and system expansion
ABREE's operations are guided by a federal decree that sets obligations and targets for the electronics supply chain. According to Esteves, the association is currently renegotiating this regulatory framework with the federal government to ensure the sustainability of the model.
According to Esteves, attracting new participants is essential to avoid overburdening existing members. "The system is reaching a limit. And if more companies don't join, we'll be somewhat constrained, right? It's just those few companies carrying the rest. So, it's a very important discussion for us right now in the final quarter to get a clear picture of how operations will look next year," he explains.
Consulting and knowledge transfer
With consolidated expertise in electronics and home appliances, ABREE has increasingly been approached by companies from other sectors looking to structure their own disposal and reverse logistics models.
The organization plans to turn this technical expertise into formal services. "We want to provide additional services—let's call it consulting, more training—because we are experts in the field," Esteves states, noting that the operational principles developed by the association can be applied to nearly all product categories.
Brand messaging and urban mining
Esteves argues that member companies should leverage sustainability investments as a strategic communication tool, engaging consumers who prioritize recyclability in their purchasing decisions.
In this context, the concept of urban mining is gaining traction across the sector. "If we're saying that electronic waste contains rare earths and precious materials, where is that? It's in your home, it's in mine," Esteves highlights. Proper disposal allows valuable elements to be reused in manufacturing new products, reducing the need for primary extraction and raising consumer awareness about the value of unused electronics sitting in homes.
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