On The Circular Economy, The Environment & The People
Our economic system today is linear, where humans create disposable waste that just keeps on piling up.
Climate change conversations have been mingling a lot lately around the importance of a shift to renewable energies as the key solution against greenhouse gas emissions.
The problem here is that it is estimated that greenhouse gas emissions will only be cut by half if we focus solely on renewable energy, making it impossible to achieve climate targets.
I, therefore, want to offer another angle to the problem.
Did you know that 45% of greenhouse gases produced come from the 10 billion tons of waste materials and foods we generate every single year?
So what does that mean?
Our economic system today is LINEAR, wherein humans create stuff that then is disposed of, thus creating WASTE that ends up piling up.
This linear model is in fact a continuation of the incredible economic growth enjoyed by previous generations since the Industrial Revolution which not only saw how millions of people were lifted out of poverty, but also were capable of consuming more than ever before. As a results, manufacturers started looking to produce a lot in order to sell a lot.
This obviously makes sense as a business.
Now, the problem started when products became designed to be increasingly breakable and thus disposable in order to foster perpetual consumption.
As a consequence, more and more waste was generated per capita which at a time when the world population grew exponentially in just a few years supposed a ridiculous sustainability challenge.
Our current production model is based on EXTRACTING natural resources to MAKE consumer products that will then break and be disposed.
Those natural resources that were used in the first place will be lost.
This is extremely stressful for our landscapes, atmosphere and ecosystems.
27th of July 2019 was declared Earth Overshoot Day. It was estimated that world populations had consumed more prime resources in 7 months than the Earth is capable of producing in a whole year.
We’re seeing forests and lakes disappearing, soil quality is degrading and air pollution is hitting ridiculous levels.
Needless to say, this is highly unsustainable.
So what should we do?
Should we just leave?
Or instead, own up to our mistakes and face the challenges ahead proactively?
An alternative to this linear economy is to make it Circular.
Now, what does that mean?
Well, imagine a world where we stop thinking about producing more to instead producing better, where we save as much space and resources as possible, wherein we ideate ways to reuse and monetize the waste generated by the manufacturing process, or where products could be reutilized even after the end of their lives.
This alternative actually exists, and it is already being implemented. This alternative is called the Circular Economy.
“A circular economy is based on the principles of designing out waste and pollution, keeping products and materials in use, and regenerating natural systems.” — Ellen MacArthur Foundation
Sustainability, yes, but also a massive Economic and Business Opportunity for all
If we could reuse products and turn waste into resources, we would limit the extraction of scarce raw materials, companies would save on the large costs that this extraction supposes, and nature would be able to breath and regenerate. It is estimated that, in a circular economy, we could reduce raw materials extractions by a mind-blowing 70%. That means less materials to transport from place to place, lower costs, and less pollution. On top of that, if we could harness the power of renewable energies, we would be doing great favor to our environment.
These should be concerns present at the very beginning of any project.
In a system where products are fully recyclable, the effort it supposes to manufacture new products and pieces is reduced too. Moreover, the waste generated can be reused and monetized, giving it value in other industries and businesses. For instance, did you know that fertilizers for agriculture can be created from wastewaters and mushrooms grown from coffee waste?
The massive savings in energy and materials derived from circular systems can suppose a decrease in the final product price offered to customers, and thus a financial advantage to them.
The Circular Economy is therefore not only a sustainability issue, it is also a massive economic opportunity for all.
OUR ROLE AS INDIVIDUALS
Now, what does that mean for us individuals? What is our role in all this?
Well, I think our role is two-fold: as consumers and, most importantly as advocates.
As consumers, we need to be responsible and keep products the longest possible time in the system and make the most of them.
- Try repairing your things when they are broken
- Finish your plate when you eat and avoid cooking/ordering too much food if you see it will go to waste
- If you can, use a bike instead of a car. And if a car is absolutely necessary, then take advantage of the incredible bonanza the sharing economy is enjoying today: take an Uber, or rent a car; it will be far more economical than paying for a vehicle that will remain parked 90% of your day.
It is essential that we shift our consumption priorities to having access to things, not necessarily accumulating them. Today, incredible businesses are giving us this possibility to enjoy the best of the best Products in the form of a Service (PaaS) without the burden of owning and maintaining them. Check out how Philips is doing this:
As consumers, squeezing all resources to their maximum capacity is possible, it is profitable and above all it is necessary.
Then comes our role as advocates, as people who get involved, take the lead and start making a change in whatever little way we can think of.
Social and sustainable impact is about innovation, creating new products and services that are affordable and aspirational yet sustainable, it is about supply chains that make these accessible to everybody, it is about policy-making that sets the framework for better financing and development, it is about the media that conveys the message in a far-reaching and inspiring fashion for individuals to engage with and apply to their own environments. And then it is about civil society, us the People.
These are the institutions that collaborate together to drive social change.
Human beings have an incredible capacity to observe, adapt and innovate, both as individuals and as a group. So, as advocates, it is essential that we keep the conversation going and infiltrate each and every single one of these institutions with the Circular Economy narrative in order to come up with ideas and inspire others to do so too.
To shift attitudes and change behaviors, we first need to transfer knowledge. Only then can we start improving overall conditions.
” Look for the positive deviants in your organization — those people who are exhibiting the desired levels of performance — and try to understand what’s different about their behavior. That’s where you’ll likely discover the keys to creating real change — change that is embraced by the organization and brings immediate and sustainable benefits.”
Your words will make of those who are leading the transition to be under the spotlight. Too many of the greatest innovators of our time are working on developing products that are lucrative, yes, but of no considerable urgency.
There are too many food delivery apps out there yet, it is striking to see the massive lack of information and data regarding how to make our human activities more circular.
- On the one hand, individuals are unaware and thus behave in ways that risk perpetuating the problems.
- On the other hand, organizations working on tackling these problems don’t have enough information to optimally direct their initiatives.
Thus the importance of having access to real-time information in order to nudge people’s behaviors, improve transparency and inform objectively, not with opinions, but with data.
Today, I collaborate on developing MassMetrics, a platform facilitating insights and comprehensive information on the sustainability footprint of human activities. At a time when Monitoring & Evaluation methodologies are frankly limited, our ambition is to facilitate a more transparent dialogue on how to achieve more sustainable and circular practices based on data, facts, and experimentation.
We want to contribute to breakthrough initiatives accelerating a transition to a low-carbon economy that is socially inclusive, economically empowering and protective of our natural environments.
GET INVOLVED
There are incredible people developing innovations driven to create change, exchange ideas and learning from one another on how to facilitate the transition to a circular economy.
However, we cannot do this alone, in silos. We will need collaboration. In order to be willing to collaborate with a transition, people need to have a good understanding of what the Circular Economy is and how they can contribute to it as active members of society.
As advocates, follow the influential voices in the field, share their stories. Your words will empower them. Talk, write, sign up to workshops (check EMF, or SWITCH) and tell stories about the Circular Economy that resonate with your audience, you will foster new ideas and potential collaborations. The energy that comes out of these conversations is truly exhilarating.
And most importantly have fun doing it. There is nothing more productive and empowering that enjoying what you do.
That is why I encourage you to get involved, to innovate, volunteer, speak up and create as the leaders you are. Because there have never been so many cool and emergent opportunities to take the lead as a change-maker.
Take a step forward and be entrepreneurial. I can tell by experience that you will certainly not regret it.
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Want to learn more about the Circular Economy? Explore the Ellen MacArthur Foundation’s Learning Hub on:
https://www.ellenmacarthurfoundation.org/explore
Want to collaborate on how to implement Circular Economy in your own activities? Reach out on Linkedin or by email to
- alex@massmetrics.org
- alex.artiach@yahoo.es
- himanshu@massmetrics.org
- himpandey13@gmail.com
