# Valentina Rappa

Valentina Rappa works on sustainability reporting and circular economy issues, with a focus on reuse and the built environment. Her posts describe work on furniture reuse and emissions accounting at Rheaply, and a move to Google to work in sustainability reporting.

- Profile: https://b2binfluencer.marketing/creators/valentina-rappa/
- LinkedIn: https://www.linkedin.com/in/valentina-rappa
- LinkedIn followers: 2,334
- Topics: circular-economy
- Based on 18 dated posts, latest 2026-06-22

## Summary

Valentina Rappa is most useful for explaining circular economy reporting, reuse data and emissions accounting to sustainability practitioners.

- Best for: A sustainability software company needing product content and circular economy positioning for reuse and reporting features.
- Not for: A consumer wellness brand wanting a paid social ambassador for short form lifestyle video and broad reach.
- Check first: Confirm current availability and recent post level results on comparable topics and formats.

### Takeaways

- Carbon accounting assigns manufacturing emissions to first owner, so later reuse is unrecognized.
- Furniture reuse depends on consistent naming; organizations cannot identify items if descriptions vary.
- EU rules create demand, but transparency is not the same as action.

## Main ideas

- **Carbon accounting should reward reuse, not just first sale**: Rappa argues that current rules make circular strategies invisible. Under the Greenhouse Gas Protocol, manufacturing emissions are typically assigned in full to a product's first owner under Scope 3 Purchased Goods and Services or Capital Goods, even if the product is reused, refurbished, or resold. Companies investing in durability and product life extension therefore have no clear way to measure or report their impact. Rappa points to the Ellen MacArthur Foundation's 2025 insights paper responding to the GHG Protocol's revision plans, quoting its proposal to depreciate or amortize initial manufacturing emissions over a product's expected lifetime and spread them across successive owners. Rheaply's platform helps companies run reuse events and measure embodied carbon, but there is still no standard reporting structure for returning that positive impact to a customer as an emissions figure.
- **EU rules create demand, but transparency is not the same as action**: Rappa sees European regulation as the clearest near-term driver of circular-economy work. In one post, they walk through three rules: the EU Circular Economy Act, which aims to create demand for secondary materials and a more cohesive market for waste, including copper and lithium, while standardizing policy across member states; the Ecodesign for Sustainable Products Regulation, which sets design requirements for durability, repairability, and recyclability and includes Digital Product Passports, with furniture expected in the first working plan; and the Corporate Sustainability Reporting Directive, which will require around 11,000 large companies to disclose circular-economy risks, opportunities, strategy, metrics, and data collection. Rappa cautions that CSRD mandates transparency, not action. Still, they argue that transparent data on circular performance and strategy matters because it forces companies to define what they measure.
- **Reuse at scale starts with standardized data and names**: Rappa argues that reuse programs fail when used furniture cannot be identified consistently. The white paper they co-authored, 'Naming It Right – The New Language of Furniture Reuse,' proposes a standardized naming convention for used furniture. The case is direct: you cannot reuse what you cannot identify, so clean, consistent data must come before reuse at scale. Rappa names the intended audience as anyone managing furniture, fixtures, and equipment across real estate, workplace, or sustainability teams, and credits coauthor Jenn Kloc, editors Rachel Zolotarsky and Sabira Lakhani, and research partners at JLL, CBRE, and One Workplace. The proposal targets a master-data problem that can block circular procurement.
- **The built environment is where circularity becomes measurable**: Rappa assesses buildings through energy, materials, and embodied carbon. In a post on five building-decarbonization projects, they single out Western Washington University in Bellingham, Washington, for an 82% reduction in energy use through deep retrofits, electrification to phase out fossil fuels, low-carbon material selection, and Living Building Challenge certification. They identify procurement of used materials in low-carbon buildings as the next step, pointing to the City of Seattle's work on salvage building materials as an example that addresses both waste reduction and embodied carbon.
- **Circular construction needs suppliers that turn waste into standard materials**: Rappa tracks the supply side, reporting Cambium's $18.5 million Series A and explaining the company's business: converting waste wood into sustainable building materials through an AI-driven platform that streamlines the wood supply chain, supports local sourcing, and reduces carbon footprint. They say the funding will develop Cambium's AI capabilities and support engineered wood products such as cross-laminated timber as alternatives to conventional construction materials. The post quotes Ben Christensen, Cambium's CEO and co-founder, on expected timber demand from a growing world population by 2050, the need for lower-carbon building materials, and bringing manufacturing jobs back to local economies. Rappa frames the raise as part of the circular-construction supply chain and links to coverage of the funding.
- **Free practical training can do more than expensive certifications**: Rappa argues that sustainability education is often priced out of reach. They cite a Trellis Group article listing 64 sustainability certifications, including 15 for buildings, infrastructure, and landscapes, and note that certifications often carry costs not every employer will cover. They promote the US launch of the Supply Chain Sustainability School, a long-established UK program running since 2012 with free coursework, no tiered memberships, and no pay-to-access courses, funded by partner organizations. Rappa cites a launch-event talk by Josh Jacobs, who broke down more than ten pieces of built-environment legislation in ten minutes. They created an account the same day and plan to share the resource with colleagues at Rheaply, emphasizing access and practical instruction.
- **Reporting practice should move past static PDFs**: Rappa recommends the first 2026 edition of Reporting Rewired, highlighting Luke Elder's breakdown of different ways to engage with Google's 2025 Environmental Report. It's aimed at sustainability reporting practitioners looking beyond traditional PDFs and adding resources to their toolkit. The recommendation aligns with Rappa's publicly stated career change: after working at Rheaply on circular supply chains, they moved to Google and described it as a return to sustainability reporting, with attention to the growing focus on regulated reporting in the EU. The through-line is that circular-economy and sustainability goals depend on reporting formats people can use and reuse, not documents that sit still.
- **Advisory conversations help put circular solutions into practice**: Rappa launched 'In the Loop Discovery Sessions' at Rheaply, offering 30-minute calls for people to pick their brain about implementing circular solutions tailored to their business. The invitation frames the problem with a figure: the global economy loses $4.5 trillion each year from wasting resources. Rappa targets people responsible for circularity in operations or products and tags the built environment and manufacturing. The format puts them to work on implementation problems one-to-one, alongside their coverage of policy and projects.

## Work to read

- [Carbon accounting rules and reuse: "What if our carbon accounting rules actually encouraged reuse, repair, and refurbishment?"](https://www.linkedin.com/posts/valentina-rappa_what-if-our-carbon-accounting-rules-actually-activity-7292332812831997953-zG6J)
- ["Naming It Right – The New Language of Furniture Reuse" white paper](https://www.linkedin.com/posts/valentina-rappa_this-earth-day-im-excited-to-share-activity-7320559110913982464-hXgc)
- [EU circular-economy regulations to watch in 2025](https://www.linkedin.com/posts/valentina-rappa_in-an-effort-to-distance-myself-from-the-activity-7290214058551623681-9bHc)
- [Cambium's $18.5 million Series A and the case for waste wood](https://www.linkedin.com/posts/valentina-rappa_%F0%9D%97%94-%F0%9D%97%B5%F0%9D%98%82%F0%9D%97%B4%F0%9D%97%B2-%F0%9D%97%B0%F0%9D%97%BC%F0%9D%97%BB%F0%9D%97%B4%F0%9D%97%BF%F0%9D%97%AE%F0%9D%98%81%F0%9D%98%82%F0%9D%97%B9%F0%9D%97%AE%F0%9D%98%81%F0%9D%97%B6%F0%9D%97%BC%F0%9D%97%BB%F0%9D%98%80-activity-7302398459347709953-biMV)
- [Five building-decarbonization projects, with Western Washington University in focus](https://www.linkedin.com/posts/valentina-rappa_five-projects-leading-the-building-decarbonization-activity-7247731510126985217-YQ78)
- [Why free sustainability training matters: the Supply Chain Sustainability School launch](https://www.linkedin.com/posts/valentina-rappa_sustainability-certifications-are-everywhere-activity-7290460837687746560-kInp)

## Brand relationships

- **Rheaply** (employment)
- **Google** (employment)

## Partnerships

Rappa's posts offer no sponsorship menu, rate card, or media kit, and disclose no paid brand placement. They document two workable collaboration modes: an open advisory call for sustainability and operations teams, and co-authored research published with named corporate research partners. Both reflect where Rappa was working at the time; they moved from Rheaply to Google in May 2025. Buyers should start a direct conversation and confirm current availability before budgeting for a format.

## Alternatives

- Dan Brown: Choose Dan Brown for campaigns about business-travel emissions or helping organisations act on travel data. In a post about higher education, Brown describes travel emissions as fragmented across bookings, expenses, departments and policies, then focuses on turning the data into practical reduction opportunities. That makes Brown a closer fit than Rappa for a travel-reporting product aimed at universities and colleges. Read Brown’s post on travel and higher education.
- Kelly Hobson: Choose Kelly Hobson when a product measures freight or logistics emissions and a campaign needs to make the case for better transport data. Hobson connects proposed Scope 3 reporting changes with ISO 14083, arguing that logistics providers can distinguish themselves by offering primary emissions data rather than relying on averages. A separate post argues that procurement can stall decarbonisation when decisions focus only on lowest cost. Read Hobson’s post on logistics emissions reporting.
- Isabelle Q.: Choose Isabelle Q. when a product serves advertising or media teams working to measure and reduce emissions. One post contrasts marketing that delivers measurable impact with claims that rely on slogans, citing figures from a Vauxhall electric-vehicle campaign; another describes Meta’s sustainability reporting and its work on a media-emissions framework. These examples give an advertising-emissions brief a direct connection to the industry’s campaigns and reporting. Read Isabelle Q.’s post on the Ad Net Zero Awards.

---
AI-assisted summary of public posts. Audience demographics are not available. Engagement appears only where we checked recent posts. Method: https://b2binfluencer.marketing/methodology/