Skip to main content

Two forces shaping the future of materials

Innovation may be once again changing the game in the chemicals industry. Two forces seem to be driving this innovation: a heightened focus on sustainability (from companies, customers, and policymakers) and changing customer preferences. Yet, this potential transformation is taking place amid historic pressure on the industry. First, some companies are pursuing research and development (R&D) and investments against short timelines set by announced sustainability targets from both private and public entities. Second, these capital expenditure decisions, in some cases, must be made even before supply chains for new feedstocks have been secured and project risk can be mitigated by long-term offtake contracts. Furthermore, the current consumer price premium for sustainable products may change as supplies increase.

Sustainability

The chemicals industry seems to be under increasing pressure to reduce emissions, increase recycled inputs to minimize waste, and develop inherently safer chemicals. Pressure may come from across stakeholder groups: local and federal governments, nongovernmental organizations, investors, industry groups, and downstream consumers. Numerous policies, regulations, and targets have been announced over the last few years, with many investors requiring companies to disclose environmental data.1 In fact, brands are driving demand for more sustainable materials to meet their sustainability targets and prepare for the low-carbon, reduced-waste future that policies are pushing toward.2 Today, more than 1,700 companies and financial institutions, globally, have announced net-zero commitments.3 In addition, according to a Deloitte survey, 59% of respondents reported their companies have started using sustainable materials, such as recycled materials and lower-emitting products.4

Over the last two years, several such policies and regulations have been adopted and proposed. The United States passed the Inflation Reduction Act,5 which provides incentives and funding to clean energy production and infrastructure, and proposed climate disclosure rules,6 which could require listed companies to disclose scope 1, scope 2, and some scope 3 emissions. In September 2022, President Joseph Biden signed an executive order creating a National Biotechnology and Biomanufacturing Initiative to advance American biotechnology and biomanufacturing.7 The European Union also proposed the Fit for 55 package8 and the European Green Deal,9 which could promote several initiatives, including clean energy, energy efficiency, and longer-lasting products that can be repaired, recycled, and reused.

The chemical industry's role in reducing emissions and waste will likely be important as the demand for chemicals and materials grows. For instance, global demand for plastics is expected to triple between 2019 and 2060 from 460 million tons (MT) to 1,231 MT, with increased use in the transportation, construction, and packaging sectors as economic growth drives demand in those sectors.10 It’s important to note that more than 75% of the chemical industry’s emissions are scope 3 (figure 1).11 This has led to an increased focus on decarbonized upstream inputs, low-carbon end uses, and downstream end-of-life options. And meeting targets will likely become increasingly important to brand value as stakeholders pressure brands to demonstrate progress in meeting corporate sustainability commitments. This pressure on brands could inevitably trickle through to original equipment manufacturers and parts and component manufacturers.

Shifts in demand

Consumer preferences may shift as new products are developed and existing products are improved to solve problems, fulfill needs, and enhance the way we live and work. Shifts could continue to occur due to demographic changes. For instance, one forecast indicates that demand for medical devices could rise by nearly 50% between 2021 and 2029 as the population ages and the prevalence of chronic disease increases.12 Global demand for electric vehicles (EVs) is forecast to increase eightfold between 2020 and 2030 (from 3 million to 27.5 million),13 as policy incentives, better performance, and preferences for sustainable products could drive demand in the sector. Shifts could also occur in response to growing public awareness of an issue. For instance, several regions, countries, and states have banned single-use plastics.14 And in March 2022, the resolution to end plastic pollution passed the United Nations Environment Assembly, and a binding United Nations treaty could be signed as early as 2024.15

Each one of these shifts in demand could reverberate through the products’ supply chain. Some shifts may only impact one part or component, but other shifts could impact every part of the supply chain, from feedstocks to end use. This may be especially true when the shift is toward more sustainable goods. Consumers generally want the same (or better) performance and affordability in addition to sustainability. This raises the question of whether it’s more economical for the producer to decarbonize their existing product or start producing a different product that may have slightly different performance metrics but a lower carbon footprint.

This reevaluation of chemical companies’ portfolios is expected to be important as markets continue to evolve because demand for new advanced materials could increase (e.g., lithium-ion batteries for energy storage, graphene for wearable medical devices), while other chemicals and products become outdated (e.g., chlorofluorocarbons [CFCs] after public awareness of their harm to the ozone layer led governments to ban them, and film after the use of digital increased). The difference now is that shifts in demand toward sustainable products could impact all products rather than just a few.

Additionally, while in the past, chemicals companies have generally focused mainly on the volume of product sales, as scope 3 emissions gain importance, chemicals companies may start considering how their products are used downstream. For instance, chemicals companies may choose to sell their products (e.g., plastics, resins) to electric vehicle manufacturers (rather than internal combustion engine vehicles manufacturers) to reduce their downstream scope 3 emissions.

Advanced materials: Making the impossible possible

The drivers of shifting demand and sustainability have contributed to today’s innovation in advanced materials, but the current acceleration is likely due in large part to advancements in enabling technologies such as robotics, artificial intelligence (AI) (for more details, see the sidebar “Enabling technologies: Artificial intelligence”), 3D printing, and material informatics (both physics-based machine learning and de novo simulations and eventually quantum computing). Advanced materials research is extensive, incorporating multiple fields, including material science, chemistry, physics, nanotechnology, and biotechnology (for more details, see the sidebar “Enabling technologies: Synthetic biology”), and its development is being accelerated in part by technologies and policies that shorten the time to market. Additionally, initiatives like the Materials Genome Initiative aim to expand the range of advanced materials and accelerate time to market.16

Emerging sustainable ecosystems

The ability of companies to reexamine existing products and design new products in response to sustainability and consumer preferences may help determine their future success. Companies should evaluate the entire supply chains of each of their products, from feedstock to part to product. Key considerations to examine will include sustainability, cost structure, and performance characteristics at each stage.

Three strategic levers for chemicals companies

The push toward sustainability could challenge the industry to innovate across processes and products. As companies navigate through these new demands—more sustainable, safer, reliable, and better-performing products—three considerations should help guide them.

Realizing value from existing assets and data

For some companies, the first step in developing more sustainable business practices is not just tracking emissions; it’s taking a holistic look at current assets, data, and partnerships. An up-front assessment of current data can help identify opportunities and track progress. Taking a holistic view of all data is important since some data will be useful in multiple parts of the business. This data can be used for the discovery, development, and scaling of new materials, optimizing operations, and minimizing emissions.

Additionally, for some companies and some products, there could be natural areas for the integration of bio-based materials, recycled content, or other sustainable advanced materials. These drop-ins could help companies increase their portfolio of sustainable products with relatively low up-front costs. However, other applications may require companies to redesign the entire supply chain, which may involve a higher upfront cost. Understanding the options and cost implications of each strategy can help companies determine how to develop their product portfolios.

Making the economics work

Forecasting is difficult in the most stable of markets, and the movement toward higher quality, sustainable products can make forecasting even more difficult. Consequently, to make the economics work, companies may need to sign long-term contracts, utilize government funding or incentives, and make efforts to garner customer loyalty.

Maintaining brand trust, increasing enterprise value

Customers that highly trust a brand will purchase from that brand again 88% of the time.103 Consequently, highly trusted companies outperform low-trust companies with up to four times the amplification of market value. Brand trust is generally built upon four factors: humanity, transparency, reliability, and capability.104 For oil, gas, and chemicals companies, the biggest gap between the best-performing and worst-performing companies is in the intent factors (transparency and humanity).105 As chemical companies move toward more sustainable products, it is important that companies be transparent about their successes and failures to help reduce reputational risk and maintain brand trust.

BY

David Yankovitz

Deloitte United States

Kate Hardin

Deloitte United States

Robert Kumpf

Deloitte United States

Ashlee Christian

Deloitte United States

Endnotes

  1. Simon Jessop, “Investors push 10,000 companies to disclose environmental data to CDP,” Reuters, March 14, 2022.

  2. Plastics Today, “Bioplastics companies struggle to meet demand,” August 11, 2022.

  3. Science Based Targets, “Companies taking action,” accessed May 2, 2023.

  4. Deloitte, 2023 CxO Sustainability Report: Accelerating the Green Transition, accessed May 12, 2023.

  5. United States Congress, “H.R.5376—Inflation Reduction Act of 2022,” accessed May 12, 2023.

  6. US Securities and Exchange Commission, “SEC proposes rules to enhance and standardize climate-related disclosures for investors,” press release, Washington, D.C., March 21, 2022.

  7. The White House, “Fact sheet: Biden-Harris administration announces new bold goals and priorities to advance American biotechnology and biomanufacturing,” press release, March 22, 2023.

  8. European Council, “‘Fit for 55’: Council adopts key pieces of legislation delivery on 2030 climate targets,” press release, April 25, 2023.

  9. European Commission, “A European Green Deal,” accessed April 28, 2023.

  10. OECD, “Plastic use projections to 2060,” Global Plastics Outlook (OECD, 2022): pp. 61–81.

  11. CDP, CDP Technical Note: Relevance of scope 3 categories by sector, April 10, 2023.

  12. Fortune Business Insights, Medical devices market, June 2022.

  13. IEA, Global EV Data Explorer, 2022.

  14. IEA, Chemicals, accessed May 12, 2023.

  15. UNEP, “Historic day in the campaign to beat plastic pollution: Nations commit to develop a legally binding agreement,” press release, March 2, 2022.

  16. Materials Genome Initiative, Materials Genome Initiative Strategic Plan, November 2021.

  17. Nicholas Pairolero, Artificial intelligence (AI) trends in US patents, United States Patent and Trademark Office, June 29, 2022.

  18. Hitachi High-Tech, “Chemicals informatics,” accessed May 12, 2023.

  19. Melissa Heikkilä, “DeepMind has predicted the structure of almost every protein known to science,” MIT Technology Review, June 28, 2022.

  20. Addis S. Fuhr and Bobby G. Sumpter, “Deep generative models for materials discovery and machine learning-accelerated innovation,” Frontiers in Materials 9 (2022).

  21. Engineering Biology Research Consortium, “What is synthetic/engineering biology?,” accessed, May 12, 2023.

  22. Daniela Matias de C. Bittencourt et al., “Bioengineering of spider silks for the production of biomedical materials,” Frontiers in Bioengineering and Biotechnology (2022).

  23.  Le Zhao et al., “From plant to yeast—Advances in biosynthesis of artemisinin,” Molecules 27, no. 20 (2022).

  24. UT News, “Plastic-eating enzyme could eliminate billions of tons of landfill waste,” April 27, 2022.

  25. Stefanie Kind et al., “From zero to hero—Production of bio-based nylon from renewable resources using engineered Corynebacterium glutamicum,” Metabolic Engineering 25 (2014): pp. 113–123.

  26. Martha S. Petrovick et al., “Rapid sensors for biological-agent identification,” Lincoln Laboratory Journal 17, no. 1 (2007): pp. 63–84.

  27. Andrés González-Garay, Niall Mac Dowell, and Nilay Shah, “A carbon neutral chemical industry powered by the sun,” Discover Chemical Engineering 1, no. 2 (2021).

  28. Hanwei Teng et al., “Carbon fiber composites for large-scale wind turbine blades: Applicability study and comprehensive evaluation in China,” Journal of Marine Science and Engineering 11, no. 3 (2023): p. 624.

  29. Sylvia Kaufmann, “BASF at K 2022: Making insulation more sustainable. New Elastopor®, Elastopir®, and Elastospray® systems containing recycled plastics,” news release, BASF, October 5, 2022.

  30. Office of Energy Efficiency & Renewable Energy, “Perovskite solar cells,” accessed May 12, 2023.

  31. University of Alaska Fairbanks, “What is a superconductor?,” accessed May 12, 2023.

  32. Matt Windsor, “Searching for the holy grail of room-temperature superconductors with seriously big data and supercomputing,” The University of Alabama at Birmingham, February 28, 2022.

  33. Srikanth Ponnada et al., “Lithium-free batteries: Needs and challenges,” Energy Fuels 36, no. 12 (2022): pp. 6013–6026.

  34.  Yanliang Liang et al., “Current status and future directions of multivalent metal-ion batteries,” Nature Energy 5, no. 9 (2023).

  35. Office of Energy Efficiency & Renewable Energy, “Hydrogen production: Electrolysis,” accessed May 12, 2023.

  36. Hydrogen Fuel Cell Partnership, “FCEV sales, FCEB, & hydrogen station data,” data as of February 28, 2023.

  37. IEA, The future of hydrogen, June 2019.

  38. Rasidi Sule, Ajay K. Mishra, and Thabo T. Nkambule, “Recent advancement in consolidation of MOFs as absorbents for hydrogen storage,” International Journal of Energy Research 45, no. 9 (2021): pp. 12481–12499.

  39. Office of Energy Efficiency & Renewable Energy, “Lightweight materials for cars and trucks,” accessed May 12, 2023.

  40. Innovative Composite Engineering, “What is carbon fiber?,” accessed May 12, 2023; Jerry Weinstein, “Tailoring advanced ceramics to meet niche properties,” January 15, 2021.

  41. Dipen Kumar Rajak, Pratiksha H. Wagh, and Emanoil Linul, “A review on synthetic fibers for polymer matrix composites: Performance, failure modes and applications,” Materials 15, no. 4 (2022): p. 4790.

  42. Jianyong Ouyang, “Applications of carbon nanotubes and graphene for third-generation solar cells and fuel cells,” Nano Materials Science 1, no. 2 (2019): pp. 77–90.

  43. Barnabas Wilson and Kannoth Mukundan Geetha, “Lipid nanoparticles in the development of mRNA vaccines for COVID-19,” Journal of Drug Delivery Science and Technology (2022).

  44. Mugahed Amran, “Self-healing concrete as a prospective construction material: A review,” Materials 15, no. 9 (2022): p. 3214.

  45. Mariam Turki Almansoori, Xuan Li, and Lianxi Zheng, “A brief review on E-skin and its multifunctional sensing applications,” Current Smart Materials 4, no. 1 (2019): pp. 3–14.

  46. Ruiyuan Liu et al., “Integrated solar capacitors for energy conversion and storage,” Nano Research 10 (2017): pp. 1545–1559.

  47. Joydip Sengupta and Chaudhery Mustansar Hussain, “Graphene-induced performance enhancement of batteries, touch screens, transparent memory, and integrated circuits: A critical review on a decade of developments,” Nanomaterials 12, no. 18 (2022): p. 3146; Srinivasan Raman, Ravi Sankar A., and Sindhuja M., “Advances in silicon nanowire applications in energy generation, storage, sensing, and electronics: A review,” Nanotechnology 34, no. 18 (2023); Yutang Yu, Tianyi Ma, and Hongwei Huang, “Semiconducting quantum dots for energy conversion and storage,” Advanced Functional Materials 33, no. 16 (2023).

  48. IEA, Renewable electricity, September 2022.

  49. Deloitte TrustID Survey, January 2023.

  50. Eastman, “Eastman history,” accessed May 15, 2023. 

  51. Eastman, “Vision, purpose, values,” accessed May 15, 2023. 

  52. Deloitte interview with Jeff Carbeck; Al Greenwood, “Eastman rolling out two large-scale chems-recycling projects,” ICIS Chemical Business, April 26, 2019.

  53. Joel Makower, “Inside Eastman’s moonshot goal for endlessly circular plastics,” GreenBiz, May 11, 2020.

  54. Eastman, “Eastman tackles supply-demand gap at Plastics Recycling Conference,” press release, February 10, 2020.

  55. Greenwood, “Eastman rolling out two large-scale chems-recycling projects.”

  56. Ibid.

  57. Eastman, “Polyester renewal technology,” accessed May 15, 2023. 

  58. Deloitte interview with Jeff Carbeck, vice president, Corporate Innovation at Eastman, March 29, 2023.

  59. Eastman, “Mass balance and the circular economy,” accessed May 15, 2023.

  60. Eastman, A better circle: 2022 sustainability report, 2022.

  61. Eastman, “Carbon renewal technology,” accessed May 15, 2023. 

  62. Eastman, “Polyester renewal technology.” 

  63. Eastman, “Our investment in France,” accessed May 15, 2023. 

  64. Eastman, “Investors,” accessed May 15, 2023.

  65. Eastman, A better circle.

  66. Deloitte interview with Jeff Carbeck.

  67. Ed de Jong et al., Bio-based chemicals: A 2020 update, IEA Bioenergy, February 2020.

  68. Michael Saltzberg, Covation biomaterials: Sustainability-focused, Textile World, August 18, 2022.

  69. Corbion, “Products,” accessed May 12, 2023; Hui-Min David Wang et al., “Exploring the potential of using algae in cosmetics,” Bioresource Technology 184 (2015) pp. 355–362.

  70. Basilisk, “Home,” accessed May 12, 2023.

  71. Ginkgo Bioworks, “Biology by design,” accessed May 12, 2023.

  72. European Bioplastics, “Bioplastics market data,” April 3, 2023.

  73. US SEC, “Danimer Scientific and Eagle Beverage to produce biodegradable drinking straws for quick service restaurants,” April 3, 2023.

  74. Joshua Baca, “Big companies… big advances for plastics recycling,” American Chemistry Council, October 22, 2021.

  75. Eastman, 1Q 2023 financial results presentation, April 27, 2023, p. 4.

  76. LyondellBasell, “LyondellBasell make decision to progress advanced recycling plant in Wesseling, Germany,” November 18, 2022.

  77. LyondellBasell, “Cyclyx, ExxonMobil, and LyondellBasell advance first-of-its-kind plastic processing facility in Houston,” October 18, 2022.

  78. Avient, “Circular economy,” accessed May 18, 2023.

  79. Genomatica, “Our products,” accessed May 18, 2023.

  80. Ingevity, Sustainability report 2022, accessed May 25, 2023, p. 16.

  81. Air Products, “Accelerating the energy transition,” accessed May 18, 2023.

  82. Air Liquide, “Carbon capture,” accessed May 18, 2023.

  83. Air Liquide, “Circular economy: Air Liquide and TotalEnergies innovate to produce renewable and low-carbon hydrogen at the Grandpuits Zero Crude Platform,” press release, November 22, 2022.

  84. 3M, “3M and Svante announce joint development agreement to develop and produce carbon dioxide removal products,” press release, May 16, 2023.

  85. LanzaTech, “Welcome to the post pollution future,” accessed May 18, 2023.

  86. United States Environmental Protection Agency, National overview: Facts and figures on materials, wastes and recycling, March 31, 2023.

  87. Ibid.

  88. Deloitte analysis of: US Environmental Protection Agency, 2020 Chemical Data Reporting, accessed May 12, 2023; American Chemistry Council, 2020 Guide to the Business of Chemistry, December 31, 2020; US Environmental Protection Agency, National overview: Facts and figures on materials, wastes and recycling.

  89. OECD, “Global plastic waste set to almost triple by 2060, says OECD,” accessed May 12, 2023.

  90. Taylor Uekert et al., “Technical, economic, and environmental comparison of closed-loop recycling technologies for common plastics,” ACS Sustainable Chemistry & Engineering 11, no. 3 (2023): pp. 965–978.

  91. Aliyah Kovner, “The future looks bright for infinitely recyclable plastic,” Berkeley Lab, April 22, 2021.

  92. Cefic, “Top questions about chemical recycling,” accessed May 12, 2023.

  93. Cefic, “Chemical recycling: Making plastics circular,” accessed May 12, 2023.

  94. Ibid.

  95. Ibid.

  96. Ibid.

  97. US EPA, National recycling strategy, October 5, 2020.

  98. City of Houston, “Houston Recycling Collaboration,” accessed May 12, 2023. 

  99. Sustainable Packaging Coalition, “Guide to EPR proposals,” accessed May 12, 2023.

  100. American Chemical Council, “Utah becomes 22nd state to enact advanced recycling legislation to help end plastic waste,” press release, March 16, 2023. 

  101. Leon Pieters et al., The cost of buying green, Deloitte Insights, June 17, 2022.

  102. OECD, “Plastic pollution is growing relentlessly as waste management and recycling fall short, says OECD,” accessed May 12, 2023.

  103. Ashley Reichheld and Amelia Dunlop, The Four Factors of Trust: How organizations can earn lifelong loyalty (Wiley, 2022).

  104. Ibid.

  105. Ibid.

Acknowledgments

The authors would like to thank Zubair Azad, Dan Ferrante, Maria Kipreos, Eddie Newland, Jake Riley, Annabel Hernandez Romero, and Emily Werner from Deloitte Consulting LLP, Olivier Jan from Deloitte Conseil, and Aijaz Hussain (former employee) for their subject matter inputs and contributions toward the development of this study.

The authors would also like to thank Ankhi Biswas from Deloitte SVCS India Pvt. Ltd. for her extensive research and analysis support, Scott Van Tilburg from Deloitte Consulting LLP for his inputs, Rithu Thomas from the Deloitte Insights team for providing support for the report’s editing and publication processes, and Katrina Hudson, Dario Failla, Alyssa Weir, Clayton Wilkerson, and Jennifer McHugh from Deloitte Services LP for their operational and marketing support.

Finally, the authors would also like to thank Jeff Carbeck from Eastman for his valuable inputs on the Eastman case study.

Cover image by: Peter Crowther