what's the circular economy ? or the upcyle ?

What is the circular economy?

or the upcycling ?

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You know the green economy...

It encourages to reduce the negative impacts

To emit less pollution

To use less resources

But it does not compensate the rebounce or take-back effect

Less consuming car Less oil consumedLonger travels (and pollution)

thanks to the savings...

Or the expansion of the occidental way of life

Apple Store, Shangaï

And the generated waste...

Pollution &

Greenhouse gases

Waste, a major problem

Waste, a major problem

Impacts on

human health

Waste of natural resources

Waste, a major problem

This economy is linear

Consume

Produce Throw

It doesn’t deal withthe end of most natural ressources

Less bad approach is not good enough...

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Let’s start doing good

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« The view that negative impacts are an inevitable consequence of development has blinded us to the obvious.

We could design development to increase the size, health and resilience of natural systems, while improving human health and life quality.»

Janis BierlandProfessor of Sustainable Design

Waste doesn’t exist in Nature

Nature reuses each nutrient

Produce Consume

Re-introduce

Why don’t we design like Nature ?

Produce

Consume

Re-introduce

By adopting a circular approach

Produce

Consume

Re-introduce

Where there is no more wasteonly materials or nutrients

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Viability( b u s i n e s s )

Circularity( e n v i r o n m e n t )

S m a r tD e s i g n

Feasibility( t e c h n o l o g i e s )

Desirability( h u m a n )

Where innovation is truly smart

Where shared value contribute to the entire ecosystem...

How to reinvent capitalism - Michael Porter January 2011 - Harvard Business Review

«What is good for the community is good for business»

n o m o r e w a s t e

What is the circular economyor the upcycling?

What is the circular economyor the upcycling?

EcoconceptionPrecycling

Waste valorisation

Sharing Economy

n o m o r e w a s t e

An approach that consists in designing products and services taking into account environmental aspects.

The very notion of waste is eliminated from the start.

Ecoconceptionou precycling

An ecodesigned umbrelato be more resistent, repairable

and easily recyclable.

The smartphone designed to last.It can be repaired and the user can

adapt it to its needs.

The machine to transform your tap water into sparkling water.

Waste valorisation enables :- reusing- recovery- recycling as new raw material

Waste valorisation

The brand creates bags or smartphone cases with industrial waste

from the car industry.

Upcycling of packagingwith 3D printing

The factory recreates new functional engines with old ones.

Reconditionning factory - Choisy-le-Roi

This factory is the most profitable of the group and earn 135 millions euros in 2012.

Each auto part requires

80% less energy

88% less water

92% less chemical products

70% less waste

than a new one.

The collaborative economy consists in replacing the ownership of a product by use value of the product.

This shift enables to create added value by reducing energy consumption and the need for new raw materials.

CollaborativeEconomy

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Product as a serviceRedistribution

systemsCollaborative

lifestyles

The bike renting networks optimise the use in a community instead of owning.

VideDressing enables people to sell their old clothes.

For B2B, Ricoh changed its business model. They sell the copy instead of the machine.

The circular economy offers a great opportunity window. Ph

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economic

creation of shared value

newbusiness models

The circular economy opportunities

economic

creation of shared value

newbusiness models

environnemental

ressource optimisation

no more waste

The circular economy opportunities

economic

creation of shared value

newbusiness models

social

new activities

new jobs

environnemental

ressource optimisation

no more waste

The circular economy opportunities

Raw materials & waste

Linear CircularRaw materials only

Competition Collaboration

Individuals Ecosystem

Do less bad Do good and positive

Added value Shared value

Standardised production Local and adapted production

Downcycling Upcycling

Consume

Produce Throw away

Produce

Consume

Re-introduce

Together let’s make the circular economy take off

Nicolas Buttinnicolas@wiithaa.com

Brieuc Saffrébrieuc@wiithaa.com