How do we make Circularity the obvious choice?

LAUNCH Circular Big Think  2018 at eBay's headquarter. Barruch Ben-Zekry from VF Corporation.

How do we make circular and more sustainable choices accessible and affordable for customers, and profitable for businesses?

This question was at the center of this year’s LAUNCH Big Think that was held on April 9th at the eBay HQ in San Jose, California. Together representatives from companies and organizations like IKEA, LEGO, Apple, eBay, Interface, Dell, VF Corporation, and Kvadrat explored this question alongside organizations like the Ellen MacArthur Foundation, GreenBiz, and the Closed Loop Fund. Together, all 35 participants took a wide and deep view of what attributes are imperative to create a Circular Society by 2030 with customers and new business models being at the center of this change.

To view highlights from the day, take a look at the short video below:

You can also watch the live-streamed videos with IKEA, VF Corp, Interface, the Ellen MacArthur Foundation, LEGO Group and eBay at our previous post here.

Curious on the Insights from the Day?

All inputs captured at the Big Think will be actively used over the coming month to shape this year’s Innovation Challenge Statement, to be released in June 2018. If you can’t wait for the announcement of this years Innovation Challenge, we have reflected on the four key innovation opportunities discussed at the Big Think in a Summary Report. The key opportunities identified are:

  • Trust
  • Experiences
  • Ownership
  • Transparency

To learn more, download the full Summary Report with insights and findings from the Big Think, along with more about the LAUNCH Challenge process and next steps:

Download summary report

 

Håkan Nordkvist at LAUNCH Big Think eBay

“For IKEA, becoming circular is a huge opportunity to innovate and find new ways to meet people’s needs and dreams at home within the limits of the planet. By truly understanding people’s needs, we can design relevant offers and meet customers’ needs in new ways. We are just at the beginning, but are starting to test a range of solutions, including exploring new business models.”

Håkan Nordkvist, Head of Sustainability Innovation, IKEA Group

Chris Librie eBay

“eBay as a platform contributes to giving products a second and third life. In that way you can say that our platform is already an important vehicle in the Circular Economy. A key factor in bringing customers and citizens along on this journey towards a Circular Society is convenience. We are excited to host this year’s Big Think and to explore this truly important challenge with world class partners and thinkers.”

Chris Librie, Senior Director – Global Impact and Giving, eBay

Barruch-Ben-Zekry VF Corporation tyo the right in discussion with participants

We are witnessing a new generation that are used to owning less and sharing more. Some characterize them as the ‘Insta-gratification generation’, but I see strong signs that we are facing a generation that is ready for a fundamental shift in ownership and business-models. We are eager to contribute to this exploration.”

Barruch Ben-Zekry, Director – Sustainable Business Value, VF Corporation

For more about LAUNCH partners, please contact:

For more information about this years Innovation Challenge please download the summary report or contact: Toke Sabroe, Director Operations, LAUNCH Circular @ +45 22 131 293 toke@launch.org

For more information about LAUNCH Circular please contact Sofus Midtgaard Director, LAUNCH Circular @ +45 30220111, sofus@launch.org.

For more information about LAUNCH please contact Kristin Coates, Executive Director, LAUNCH @ +1 415 465 5533, kristin@launch.org

How do we engage customers in shaping a Circular Society?

LAUNCH Circular Society Vision

What role can we, as customers, play in the transition to a Circular Society?

WE HAVE HEARD IT ALL BEFORE… WE NEED TO SORT OUR TRASH, BUY SUSTAINABLY LABELED PRODUCTS, CHOOSE PRODUCTS WITH LESS PACKAGING, WHILE AT THE SAME TIME MAKE SURE NOT TO BUY TOO MUCH OR WASTE THINGS THAT CAN BE USEFUL.

Try to combine all of the above with a lifestyle where people are encouraged to live healthy, workout, be good parents, loving partners, and make healthy organic dinners, while staying online and updated on everything. It’s no wonder that we as citizens and customers end up making the easy, convenient and affordable choices.

So how do we make it convenient, fun, tasty, and even profitable to do the right thing? This challenge is at the center of this year’s LAUNCH Big Think, April 9th at the eBay HQ in San Jose, California, where brands such as IKEA, LEGO, Apple, eBay, Interface, Dell, VF Corporation, Novozymes, Kvadrat alongside organisations like the Ellen MacArthur Foundation, GreenBiz, WeWork and independent experts in customer behavior and consumption patterns will be coming together to understand how we can collectively build a circular society.

After 4 years of focusing on innovation and action around materials, design and manufacturing, LAUNCH is now shifting the focus of work to find innovative approaches to Customer Engagement & New Business Models that can play a role in building a Circular Society.

Haakan Nordkvist, IKEA opening the LAUNCH Circular Innovation Summit at Nike HQ

“For IKEA, becoming circular is a huge opportunity to innovate and find new ways to meet people’s needs and dreams at home within the limits of the planet. By truly understanding people’s needs, we can design relevant offers and meet customers’ needs in new ways. We are just at the beginning, but are starting to test a range of solutions, including exploring new business models.

Håkan Nordkvist, Head of Sustainability Innovation, IKEA Group

History has shown that as citizens and customers, we are creatures of habit, seeking convenient gratification for our basic human needs. History has made it evident that we need to get beyond the moral imperative, and  engage consumers in making more sustainable choices.

Chris Librie

“eBay as a platform contributes to giving products a second and third life. In that way you can say that our platform is already an important vehicle in the Circular Economy. A key factor in bringing customers and citizens along on this journey towards a Circular Society is convenience. We are excited to host this year’s Big Think and to explore this truly important challenge with world class partners and thinkers.”

Chris Librie, Senior Director – Global Impact and Giving, eBay

Some of the key challenges facing sustainable consumption is the intention-action gap. Illustrated by the fact that most of us want to do the right thing, but often end up acting against good intentions.

 

We are witnessing a new generation that are used to owning less and sharing more. Some characterize them as the ‘Insta-gratification generation’, but I see strong signs that we are facing a generation that is ready for a fundamental shift in ownership and business-models. We are eager to contribute to this exploration.”

Barruch Ben-Zekry, Director – Sustainable Business Value, VF Corporation

The Big Think on April 9th will help LAUNCH formulate the 2018 LAUNCH Innovation Challenge seeking innovations, solutions and new business models that support building a Circular Society. This year’s challenge will be announced June and innovators from around the world will have until September 1st to submit solutions. This year’s selected innovators will be announced October 16, 2018 and be invited to this year’s LAUNCH Accelerator Forum on December 5-6, 2018.

 

ebay HQ

We invite people who would like to contribute to the LAUNCH Innovation Challenge 2018 to consider and send their reflections and feedback on the the following three questions:

  • What will characterize a sustainable lifestyle in 2030 – and how does it radically differ from the way we live today?
  • What trends and shifts in behaviors will most radically challenge us in our quest for living within planetary boundaries by 2030?
  • What services, innovations, platforms and behavioral trends today show the way toward more sustainable living in 2030?

Please send your feedback and reflections to circular@launch.org or tweet ideas, links to research, trends and  solutions using the hashtag #LAUNCHCircular. We will include feedback in our discussions at the Big Think and in the subsequent challenge formulation. Make sure to connect with us on LinkedIn or Facebook where we will keep everyone posted on this years challenge.

For more about LAUNCH partners, please contact:

  •     eBay: Kari Ramirez, Lead Communications Manager, North America: karamirez@ebay.com
  •     IKEA Group: Jamie Rusby, ‎Head of Sustainability Communications: jamie.rusby@ikea.com
  •     VF Corporation: Craig Hodges, Senior Director, Corporate Communications: Craig_Hodges@vfc.com

For more information about LAUNCH visit www.launch.org or contact:

Kristin Coates, Executive Director @ +1 415 465 5533, kristin@launch.org,

or Sofus Midtgaard Director Circular @ +45 30220111, sofus@launch.org.

Learn from LAUNCH Partners and Circular Design Innovators

Have you ever wondered how the startup companies started their adventure? Or how the big corporations work with Circular Economy? Now is your opportunity to meet 5 Circular Economy frontrunners and entrepreneurs working with Circular Economy. Together with The Royal School of Architecture and Design (KADK), we are hosting 3 open seminars about how to design for a Circular Economy. Meet Kvadrat and Really Cph on October 26th, IKEA and Ecovative on November 16th, and Queen of Raw on December 14th 2017.

Learn from Circular Design Innovators

Through the 3 seminars you will get the opportunity to dive into five different personal and professional journeys towards circularity. You will get insights on their vital learnings and learn from their ups and downs from starting companies and working in this space. And who knows, maybe your career path as a designer is another one than one than you imagined.

Ecovative Lamp

The 3 seminars are:

  • October 26th at 15.00-17.00: ‘Recycling Textile into Furniture and Decorative Elements’ – with Charlotte Bastholm Skjold (Head of Design Management at Kvadrat Textiles) & Wickie Meier (CEO at Really Cph)
  • November 16th at 15.00-17.00: ‘Design Inspired by Nature’ and Lamps and Packaging Grown from Mushroom Material’ – with Jonas Engberg (Sustainability Manager at IKEA) & Kenneth Lush (Prototype Engineer at Ecovative)
  • December 14th at 15.00-17.00: ‘Business Models for a Circular Economy’ and an online marketplace for unused fabrics and high quality raw materials – with Stephanie Benedetto (CEO at Queen of Raw)

All seminars is in Auditorium 2 at KADK – read more about each event here:

How to Design for Circularity?

Did you know that decisions made in the design phase determines 80% of the product’s CO2 footprint? The 3 seminars will showcase 3 different ways of making sure that the product or concept is designed from a Circular Economy perspective e.g. using fungal mycelium to grow biodegradable replacements for polystyrene, using recycled textiles, or using leftover and sustainable materials.

On October 26th, Wickie Meier (Really) and Charlotte Bastholm Skjold (Kvadrat) will talk about how they have collaborated together with Max Lamb about recycling textiles into decorative elements and furniture.

On November 16th, Jonas Engberg (IKEA) and Kenneth Lush (Ecovative) will talk about how they have collaborated making mushroom packaging. They will also engage you in their newest material developments and how you can design with the materials yourself. Ecovative have scaled their business and impact over the last 4 years due to their collaboration with the LAUNCH eco-system. They use fungal mycelium to grow biodegradable replacements for polystyrene (see video below).

 

At LAUNCH Circular Innovation Summit in March 2017 at Nike headquarters in Portland, Oregon, Jeff Betts from Ecovative talked about his company’s biomaterials products with Håkan Nordqvist, Director of Sustainability of IKEA (and partner in LAUNCH), and former NASA astronaut Cady Coleman.

On December 14th, Stephanie Benedetto (Queen of Raw) will talk about how she connects designers with global suppliers selected for their innovative raw materials, sustainability value, and avant-garde approach to fashion and technology. Stephanie Benedetto is also LAUNCH Innovator 2016 and have therefore scaled her business through LAUNCH. So if you want to learn from her, she will at the seminar give you insights on how to join the movement and we invite you to engage in the discussion. You can see and introduction to the platform (see video below):

 

Stay Tuned!

For all seminars, we will livestream interviews with the companies. And best of all, we will livestream the whole seminar with Queen of Raw December 14th. So make sure to follow us on Facebook and check in on our account on the seminar dates!

Meet the 8 new LAUNCH Innovators Transforming Design and Manufacturing

The LAUNCH Innovation Challenge 2017: Design and Manufacturing for a Circular Economy received an outstanding 112 submissions from innovators representing 39 different countries. Thank you to everyone involved in the process. It has been an amazing journey and we are honored to receive responses from such an interesting group of solutions from around the world. Today, it is our pleasure to announce the eight selected innovators:

  • Circular Devices – PuzzlePhone is a modular smartphone designed for longevity and circularity; it is customizable, repairable, and upgradable
  • EON – The industry’s first RFID tag in the form of a thread that can integrate with textiles to power recycling
  • Living Ink Technologies – Making renewable and biodegradable printing ink from algae
  • Colorifix – Converting agricultural residues into pigments and dyed textiles using no acids or solvents – just sugar and biology
  • StrataLayer – Modular build furniture that changes according to life scenarios (picture above)
  • AEROPOWDER – A sustainable insulation material created from waste feathers
  • Recircular – A brokering platform that proposes alternatives for a given waste stream and connects the generator with potential consumers
  • University College, London – A new policy that companies only sell the lifetime services of their products but retain ownership of the materials

The LAUNCH team and partners selected this year’s eight innovators following an extensive review conducted by more than 42 professional experts from research organizations, government institutions, and global companies. Each of the selected innovators offer solutions to accelerate Circular Economy using new design techniques and alternative ways of manufacturing and production.

Aeropowder LAUNCH innovator 2017

AEROPOWDER – A sustainable insulation material created from waste feathers

Living Ink Technologies

Living Ink Technologies – Making renewable and biodegradable printing ink from algae

What’s next?

These eight selected innovators are invited to attend this year’s LAUNCH Accelerator Forum at LAUNCH partner Kvadrat’s HQ, November 29-30. At the Forum the innovators will be joined by 35 industry executives, government officials, investors, and experts in design, manufacturing, and materials. Here, everyone will work together to support and help scale the innovations by offering one-on-one mentorship, access to market partners, and facilitated opportunities for investment with LAUNCH partners and others.

If anyone is interested in one of these innovators, or has ideas that can help them scale, please reach out to Toke Sabroe at toke@launch.org

Let’s connect!

This year, we will be providing live updates from the Forum, so do not miss out! Make sure to connect with us on Facebook for live videos and interviews, and follow us on Twitter with the hashtag #LAUNCHCircular for highlights and a live Twitter conversation.

Circular By Design kick-off ‘Du har guld i garagen’

Hvad sker der når man beder borgere, designere, virksomheder og producenter om at adskille en IKEA-boksmadras, en Dell laptop, en iPhone fra Refurb, og powertools fra AO?

Læs her nogle af de konklusioner vi gjorde os på vores første Circular By Design workshop “Du har guld i garagen” den 21. august på Deleøkonomisk Folkemøde i Aarhus, hvor vi engagerede deltagerne til at diskutere hvordan vi bedre kan designe vores produkter så de nemmere kan repareres, genanvendes, genbruges og deles.

Konklusioner fra workshoppen

Nogle af konklusionerne var blandt andet, at man skal kunne gøre det muligt at udskifte de komponenter med kortest levetid og dermed forlænge den samlede levetid. Fx ved IKEA-boksmadrassen, så handler det om at madrassens yderste lag skal kunne udskiftes, fordi den ofte først bliver slidt og derfor ofte er en barriere til at genbruge madrassen både grundet slid, men også af hygiejniske årsager. Derfor bør en modulær opgradering muliggøres.

Når det handler om powertools, så er det ofte limet meget sammen og reparationsomkostningerne er for høje, så det ikke kan betale sig at få undersøgt hvad der er galt og dermed udskiftet den defekte del. Her er det samme logik der gør sig gældende som ved IKEA-boksmadrassen. AO har dog udlejning af produkter således at hver enkelt håndværker ikke ejer de dyrere maskiner, som de brugere mere sjældent.

Hos Dell så det lidt anderledes ift. hvordan de designer deres produkter. De har blandt andet erstattet meget af limen i deres laptops med klik-systemer og har dermed gjort det nemmere at udskifte reservedele. Et af de råd Dell fik med på vejen var blandt andet at forbrugerne gerne selv ville have muligheden for selv at opgradere deres computere nemmere. Set fra Dell’s perspektiv handler det dog om at forbrugerne og virksomhederne skal indlevere computerne til Dell istedet for på genbrugspladsen, hvor værdien af produktet er meget lav og hvor ingen af delene bliver genanvendt i hele dele. Hvis dette gøres, vil det gøre det nemmere at forlænge brugsfasen af deres laptops.

Sidste case var Refurb, som tapper ind i markedet med opkøb af brugte computere, mobiler og laptops, hvor de reparerer og gensælger det inklusiv 12 måneders garanti. Refurb havde medbragt iPhones, som deltagerne skulle skille ad. En af konklusionerne herfra var blandt andet, at Apple har gjort det mere besværligt at skille deres produkter ad. Fx har iPhones 4 indbygget et klik-system til bagcoveret mens iPhone 6 og 7 nærmest ikke kan skilles ad og derfor ikke repareres. I det lidt større perspektiv, så oplever markedet for reparation modstand grundet manglende politiske rammer, hvor man fx pt ikke har overblik over hvor meget gensalg og reparation der foregår.

Samlet set handler det om at designe mere modulbaseret og gøre det nemmere for enten forbruger eller ekstern partner til producenten at opgradere og reparere, samtidig med at der skal være let adgang til reservedele. Derudover skal produkterne kunne skilles ad i 100 % rene komponenter og derved kunne indgå i nye produkter.

Dette er som sagt kun nogle af konklusionerne, men tjek vores facebook live stream videoer på vores Leaderlab-facebookside, hashtagget #circularbydesign og skriv til os hvis du er nysgerrig på mere information om Circular By Design!

Jonas Engberg, Sustainability Manager, IKEA Group

 

Brian Ditlev, Nordic Service Sales Manager, Dell

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