Kuala Lampur, July 25 -- For decades, the global rubber industry has been a master of resilience. From tyres that endure millions of revolutions to seals that hold back the ocean's pressure, rubber is defined by its ability to return to its original shape.

But when it comes to our business model, that same reflex is a liability. We keep bouncing back to linear habits: take, make, waste. And the world is no longer tolerating it.

The pressure to decarbonise and conserve resources is no longer a distant regulatory rumble. It is here. Major tyre manufacturers face science-based targets. Natural rubber buyers are under scrutiny for deforestation. And end-of-life tyres - over one billion annually - remain one of the most visible symbols of in...