Biju Nair on digital product passport

In this milestone 50th episode of All Things Circular, host Rich Bulger sits down in Chicago with longtime friend, mentor, and industry leader Biju Nair, EVP & President of Global Connected Devices and International at Assurant. Together, they reflect on more than 15 years of collaboration and explore how circular sales, data, and reverse logistics reshaped the global device ecosystem. Rich and Biju trace the early evolution of device trade-in programs, unpacking how incentivized returns transformed what was once considered waste into a powerful driver of customer retention, revenue growth, and global connectivity. They discuss how smartphones have quietly become one of the world’s largest circular economies, rivaling housing and the automotive sector, by harnessing residual value and extending devices into second, third, and fourth lives. The conversation dives deep into the role of data in circular systems, from early pricing catalogs to predictive analytics platforms like Device IQ. Biju explains why collecting data at every step of the device lifecycle is essential, not just for valuation, but also for informed decision-making regarding upgrade cycles, customer affordability, repairability, and long-term asset resilience. Rich and Biju also explore how automation, robotics, machine vision, and AI are transforming device care centers, improving speed, consistency, and value recovery at scale. They examine shifting consumer behavior, particularly among Gen Z and Millennials, who increasingly view devices as assets rather than disposable purchases, and how this mindset is accelerating adoption of certified pre-owned devices across global markets. In one of the episode’s most important moments, Biju challenges the persistent myth that circularity cannibalizes new device sales, explaining why strong secondary markets actually fuel ecosystem growth, customer loyalty, and faster adoption of next-generation technology. By the end of this conversation, listeners gain a clear understanding of how circular sales models, data-driven insights, and connected living strategies are shaping the future of mobility, sustainability, and global technology and why circularity is no longer optional, but foundational to modern business. Visit our website to learn more: allthingscircular.com Connect with Rich: linkedin.com/in/rich-bulger-43b02112 Connect with Biju: linkedin.com/in/bijunair2000 SUBSCRIBE AND FOLLOW ALONG! Our podcast focuses mostly on: Circular Economy, Sustainable Living, Sustainability, Eco-Friendly, Recycling, Zero Waste, Environmentalism, Green Economy, Climate Change, Business Sustainability, Waste Management, Renewable Resources, Eco-Innovation, Supply Chain, Business, Circularity, Environmental Impact, Life Cycle Assessment, Upcycling, Downcycling, Closed Loop System, Sustainable Practices, Resource Recovery, Circular Strategies, Podcast, Alternative Materials, Reverse Logistics, ITAD, Lifecycle Services, Product Sourcing, and more!