How sustainable a beermat is depends on a number of factors. “First you should look at the material,” says Carlijn Hendriks, who works at the Radboud Centre for Sustainability Challenges and lectures on climate, energy, and sustainability. “There is often a plastic rim around beermats so they can better withstand moisture.” This makes the beermats less easy to recycle. If the beermats are made from cardboard only, it’s important to check what the pub does with them after use; are they thrown away with the residual waste, or are they recycled with the rest of the cardboard?
So the sustainability of a beermat is strongly linked to its use. “Similarly, you have to look at what the beermat is replacing,” says Juliette Alenda-Demoutiez, lecturer at the Nijmegen School of Management, where she focuses on the political and socio-economic aspects of sustainability. “Basically, you're producing something that wasn't yet there and that's not necessarily sustainable. However, pubs will continue to use beermats no matter what. So you're simply replacing a beer brand's mats with your own.”
All aspects of sustainability
“We can also look at sustainability from a different angle,” Juliette and Carlijn tell us. “If people see this beermat, there is a good chance they will start talking about it. We want more interaction around sustainability. How do people see a sustainable future? And how do they think we can achieve it?” If we want to make society more sustainable, we will all have to do our bit. That is why this dialogue is so important. A sustainable society starts simply by talking about it once in a while.
“Initially, we were a bit sceptical about having a product specially made that is not really needed,” Juliette and Carlijn admit. “But the multifunctionality of the beermat makes it a much more sustainable alternative to other promotional materials, such as posters or flyers. Plus, the dialogue initiated and fuelled by the beermat is crucial for raising awareness around sustainability.”