The Australian Government is developing a brand and verified labelling scheme for Australian made products made with recycled content – “ReMade in Australia”. The brand will help Australians shop sustainably with confidence.
We sought your feedback on key design considerations for the brand.
This consultation closed on 10 February 2023.
Between November 2022 and March 2023, the department ran consultations on the key principles of the ReMade in Australia brand.
The consultation process included:
a series of 5 workshops attended by 165 stakeholders
market research surveying 1,629 consumers and 535 businesses
discussion paper responses were received from 91 interested parties.
The workshop and research outcomes, and discussion paper responses have now been reviewed. The findings will be used to support development of the ReMade in Australia brand.
Adjusting the brand to make it more trustworthy was the result of some key views expressed about the initial rule parameters. The shared views included:
many respondents raised that including packaging in the scheme may confuse consumers on whether the brand refers to the packaging or the product
60% of respondents wanted the minimum threshold of recycled content to be greater than 10% for ReMade products
many respondents agreed that ReMade products should be recyclable, but noted there are challenges with feasibility.
We heard from consumers that:
the percentage searching for sustainable products is 64%, but 68% of consumers are cautious about environmental claims
they expect businesses to be sustainable
91% of consumers would be interested in ReMade in Australia products.
Our consultation was key in identifying the desires of businesses—and also the difficulties—of environmental labelling and ReMade in Australia. We heard from businesses that:
they have identified a range of barriers to using recycled content, including uncertain supply and quality
they understand consumer sustainability expectations
81% of businesses are interested in participating in ReMade in Australia.
We have made several key changes to the design principles for the ReMade in Australia brand after considering the feedback. The brand will adopt design parameters that balance the necessary accessibility of the brand without being overly stringent. This will include:
Eligible products will include finished goods (including business-to-business) and construction projects, where the last substantial transformation is completed in Australia. Packaging will not be in scope at this time—due in part to the national packaging reforms underway.
A minimum threshold of 20% recycled content will be required to participate—unless there are technical or regulatory limitations. This has increased from the 10% recycled content threshold proposed in the discussion paper.
Greater than 50% of the recycled content used in the product must be collected in Australia, increasing to 100% in the future.
A revised logo that clearly communicates the intention of the scheme to consumers and indicates a recycled content percentage is being developed.
ReMade in Australia products should have a circular end-of-use outcome to prevent contributing to landfill issues. Products must be either durable, majority recyclable or covered by a product stewardship scheme.
To verify the recycled content claims made under the brand, brand users must provide and maintain records that meet the National Framework for Recycled Content Traceability requirements.
Complementary initiatives will be explored to enable a wide range of supply chain participants to engage with the brand—for example, packaging companies and recyclers.
Australian Made Campaign Limited (AMCL) has been appointed to manage the scheme. AMCL is a not-for-profit that manages the well-known Australian Made, Australian Grown brands. The government provided AMCL with $8 million (GST exclusive) in grant funding. The funding is to help AMCL manage, establish and grow the ReMade in Australia brand.
The department is working towards submitting a certification trade mark application. We expect to launch the brand in late 2025. This will be dependent on registration of the certification trade mark.
Further information on the scheme can be found at ReMade in Australia.
Converlens