Collective Responsibility - Rebranding Waste
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Transcript of Collective Responsibility - Rebranding Waste
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Rebranding “Waste”
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2000
Population in Cities
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2030
Population in Cities
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2050
Population in Cities
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Our Research
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What does “waste” mean to you?
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Smelly
Annoying
Useless
Dirty
Truck
Bin Man
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TIMELINE
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What should “waste” mean to you?
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Resource
Opportunity
Entrepreneurship
Innovation
Profitability
New Materials
Change Making
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Shanghai C & D – An Urban Mine
Building Destruction
Huanwei (Government Contractor)
Large Collection Point
Informal Entrepreneur
Small Collection Point
Processing Centre
Landfill
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Shanghai’s “Informal” Entrepreneurs
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China’s “Informal” Entrepreneurs
"I think it should be called ‘floating recycling industry’, or ‘non-fixed recycling’. Because in the end the stuff we recycled all end up in formal recycling companies.”
应该叫 “流动式废旧物资回收行业” 较为合理或者 “非固定式废旧物资回收业”,”正规” 这两字用字有些许不妥,因我们最后一个环节基本上都是流向了正规的回收企业!
Large Collection Point Owner – 15 years in the business
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China’s “Informal” Entrepreneurs
我们不可能一直在上海,以后回老家开一个废品回收站,还要买套房子。 “We won't be in Shanghai forever. We would like to move back to our hometown and open a recycling center there. We hope to buy an apartment too.”
我一个中学学历的,在上海能有这份工作已经很知足了。“I only have a middle school degree. I am lucky to have the business in Shanghai.”
童围 (Tong Wei) – A residential collector
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China’s “Informal” Entrepreneurs
“My son is now studying at University in Henan, and my little girl is a senior in high school in Shanghai. She is good at English and would like to apply for Shanghai International Studies University next year. They definitely will have a brighter future. I’m glad our life here can make some contributions to their life.”
我儿子正在河南读大学,女儿在上海读高中。她英语很好,打算明年报考上海外国语大学。他们的未来一定比我们的强多了,很欣慰我们在这里的努力对他们有帮助。
C & D Collectors – A couple from Henan Province
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The Market Mechanism - Collection
Wood ~ 0.06 – 0.1
Copper ~ 20 – 35
Iron ~ 0.7 – 0.8
Cardboard ~ 0.3 – 1
Paper ~ 0.4 – 0.5
Aluminium ~ 6 – 7
All values in RMB/kg
Plastic ~ 2 Styrofoam ~ 0.5 – 0.8
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Creating a market and/or economic model is key to achieving zero “waste”
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It’s all about circles
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Where do the opportunities lie?
New (Bio)materials Particularly for short “stocks”
The Sharing Economy
Design for Dismantle
Product to Service Systems (PSS)
Consumer Movements
New Reuse/Recycling Innovation
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Who’s doing it?
Ecovative
Combination of agricultural waste and mushrooms that creates a shock proof and resistant packaging that is a replacement for polystyrene.
Material is fully compostable and adds nutrients to soil.
✔ New Material✔ New Recycling Innovation
Bio-Bean
Technology that generates high quality fuel and
“coffee logs” that can be burnt for energy and used
on fires or bbqs.
Currently in the research phase of bio-diesel
production.
✔ New Recycling Innovation
✔ New Material
OLIO
A sharing economy platform that links
consumers with otherwise wasted food items.
It is both a B2C and C2C platform. Launched in
London and going worldwide.
✔ Sharing Economy✔ Consumer Movement
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Who’s doing it?
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So is zero waste achievable?
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2030
Is zero “waste” achievable?
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Government
Consumers
Entrepreneurs
Entrepreneurs – The early movers who innovative and drive development.
Government – Policy and incentives to encourage innovation?
Consumers – Behavioral and attitude change required for full reduction.
Zero “Waste”
Entrepreneurs need a bit of help
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The Challenge – Initiate Rebrand
WeChat Group “Rebranding Waste”
Over the next week, can we come up with a new word or phrase to define the “waste” that
is reused/has value and therefore should not be considered waste?
Private Group – Password: 0000
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Thank You!
www.coresponsibility.com