WHAT’S A CIRCULAR ECONOMY?

It’s an economic system that avoids waste by viewing waste as a resource, mimicking the cyclical nature of the planet’s ecosystem.

It’s an economic system, but what’s an economic system in the first place?

How do we mimic the ecosystem? Are we part of it, taming it, or outside of it?

WHAT ARE WE DOING TODAY?

TAKE

MAKE

WASTE

(maybe recycle)

THIS IS A LINEAR ECONOMY

HOW IS RECYCLING INSUFFICIENT?

To TAKE resources and MAKE goods we invest energy and labour. To break apart goods and break down materials is a WASTE of that initial investment .

RECYCLING

WHAT DOES CIRCULARITY INVOLVE?

  • Regenerative system
  • Product redesign
  • Business model rethink
  • Global systematic change

WHO IS TALKING ABOUT CIRCULARITY?

  • Public policy level
  • NGOs
  • Business strategy

PUBLIC POLICY #RightToRepair EU directive (from April 2021) manufacturers obliged to make appliances simple to repair and durable, Horizon 2020 EU funded program towards circularity, Circular Economy Stakeholder platform from EU commission.

NGOs Ellen MacArthur Foundation, Circle Economy, Circular Flanders… etc.

BUSINESS STRATEGY Swapfiets, CKB art rental, MUD lease jeans, Car2Go, Bundles (washing machine and dishwashers),

WHO IS TALKING TO CONSUMERS?

#GoCricularNow was born from this question

What is the best language to engage and inform the consumer in a Global Systematic Change

How can we prepare the consumer to consider new consumption paradigms away from OWNERSHIP and the wasteful status quo

How much are consumers motivated by questions of product design and resource systems? Do we need to go deep in those subjects?

The simplest representation of CE avoiding waste, vs the current alternatives (source Circular Flanders)

HIERARCHY OF CIRCULAR ACTIONS

1. RESELL

2. REPAIR

3. REFURBISH

4. REPURPOSE

5. RECYCLE

GOODS

MATERIALS

We introduce consumers to relatable and actionable concepts to engage with the whole of the circular economy.

1. RESELL

2. REPAIR

3. REFURBISH

4. REPURPOSE

5. RECYCLE

The simplest representation of CE avoiding waste, vs the current alternatives (source Circular Flanders)

1. RESELL

WHAT IS THE VALUE OF THE GOODS YOU PURCHASE?

The matter of VALUE is a difficult one to define, but it’s easier to engage with the current reality of buying goods and seeing them devalue whenever we want to resell them to the next consumer.

The inner loop of the circular economy is the most valuable. We should keep goods circulating in their original USEFUL form for as long as possible.

2. REPAIR

WHY THROW THE WHOLE THING AWAY?

Producers have actively encouraged consumers to dispose of broken goods or gone as far as intentionally designing obsolescence to keep the consumer buying new.

Repair efforts are penalised by retrieving warranties or making spare parts unavailable.

3. REFURBISH

WHAT YOU HAVE IS NO LONGER GOOD ENOUGH.

Inconsequential upgrades are designed to encourage WORKING goods to be disposed of.

Innovation cannot be planned at regular intervals, nevertheless we are sold the idea that every year a NEW level of performance is available at exactly the same period as the year before.

4. REPURPOSE

BEFORE YOU GO ASKING FOR RECYCLING.

There’s a step before recycling that requires less energy and labour investment to obtain workable materials.

5. RECYCLE

THIS SHOULD ACTUALLY BE OUR LAST RESORT.

There’s a step before recycling that requires less energy and labour investment to obtain workable materials.

CE is being slowly introduced into the mass consumer conversation. Different presentations take on different aspects of what it means for stakeholders, including consumers.

There’s not a straightforward may of encapsulating a framework that intends at Global Systematic Change

#GOCIRCULARNOW

WHAT’S A CIRCULAR ECONOMY? - Google Slides