February 24, 2026 – Tyre & Rubber Recycling –

In January 2026, John Loudermilk, President and CEO of Birla Carbon, rejoined Tyre & Rubber Recycling magazine for a follow-up podcast conversation, building on the discussion around circular carbon materials that began in mid-2025. This latest episode takes a deeper look at the evolving market for these materials and what lies ahead for the industry.

A key focus of the discussion is the current demand environment for sustainable products. While sustainability ambitions remain strong across the value chain, John acknowledges that adoption has been more measured than many anticipated. Economic pressures, performance expectations, and the need for consistent quality and scalable supply all influence purchasing decisions. However, he emphasizes that long-term fundamentals continue to support growth in circular solutions.

The podcast also explores the current global share of circular carbon materials derived from end-of-life tires as a percentage of total carbon black consumption, along with the upside potential as technology, quality standards, and supply capabilities mature.

He highlights how Birla Carbon’s Continua™ SCM circular product differs from other solutions in the market and how it gives customers confidence in both performance and sustainability outcomes.

Collaboration is another recurring theme. John discusses how close technical partnerships with customers can help optimize formulations, expand applications, and accelerate broader adoption of circular materials across tires, rubber goods, plastics, and beyond.

To hear the full conversation and explore these insights in greater detail, watch the podcast on Tyre & Rubber Recycling’s YouTube channel: https://www.youtube.com/watch?v=ueBxoZ2jj98