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Life Cycle Design e Circular Economy: un caso reale

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Life Cycle Design e Circular Economy: un caso reale

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Come si trasforma il modello di business di un'azienda che stampa plastica per farle abbracciare logiche di economia circolare? In questo breve case study vedremo le logiche dietro al Life Cycle Design. Capiremo che impatto ha il proprio business sull'ambiente e come ridurlo in un'ottica di economia circolare.

Come si trasforma il modello di business di un'azienda che stampa plastica per farle abbracciare logiche di economia circolare? In questo breve case study vedremo le logiche dietro al Life Cycle Design. Capiremo che impatto ha il proprio business sull'ambiente e come ridurlo in un'ottica di economia circolare.

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Life Cycle Design e Circular Economy: un caso reale

  1. 1. Life Cycle Thinking & Circular Economy: A Case Study Circular Revolution for the cosmetics display industry Francesco Fullone darumahq.com
  2. 2. Francesco Fullone Business & Sustainability Designer Consulente strategico Digital Transformation Manager Manager dell’Innovazione https://linkedin.com/in/fullo
  3. 3. Setting the stage: Sustainability
  4. 4. OMG! 😱
  5. 5. Sustainability definition Sustainability is based on a simple principle: Everything that we need for our survival and well-being depends, either directly or indirectly, on our natural environment. Sustainability is the capacity to endure. meet[ing] the needs of the present generation without compromising the ability of future generations to meet their needs” (UN, WCED, 1987: 43)(
  6. 6. Triple bottom line https://johnelkington.com/archive/TBL-elkington-chapter.pdf environment economic social equit able viable bearable sustainability Corporate Social Performance Corporate Social Responsibility }
  7. 7. TOP of the PoP Circular Revolution for the cosmetics display industry
  8. 8. of total GHG emissions of the cosmetic industry come from the PoP/Display production 53kT in Italy - Quantis - Make Up The Future - 2020 20%
  9. 9. A Sustainable Business transformation can’t be achieved alone, you have to work with other companies, iterating on multiple loops. BBS Master In Sustainability & Innovation 1. Eco Design & LCA Using recycled plastics and with lesser eCO2 per produced unit. We designed these PoPs using Design for Disassembly principles. 5. Recycle & Reuse waste We collect used PoP and Brands’ good to recycle and reuse the plastics in production 2. Business Redesign We rent the good to the brand in order to get it back in EOL to dismantle it and reuse the material 4. Waste management & Reduction We help brands to redesign their products’ packaging in order to collect disposed/used goods and extending the life of thermoplastics linking disposed packs with long life durable PoP by means of downcycling 3. Digital & Social Innovation The PoP will add digital services to increase final customer interactions and to give marketing insight to brands and give to PoP more durability on the place of sale. Circular & Servitized Business Model
  10. 10. Step 1. Eco Design
  11. 11. Eco Design: Life Cycle Design Why focusing on product design is important?
  12. 12. Eco Design: Life Cycle Thinking Life Cycle Thinking (LCT) is about going beyond the traditional focus on production site and manufacturing processes to include environmental, social and economic impacts of a product over its entire life cycle. https://www.lifecycleinitiative.org https://www.sciencedirect.com/topics/earth-and-planetary-sciences/life-cycle-assessment
  13. 13. Eco Design: Life Cycle Assessment Life cycle assessment is a cradle-to-grave or cradle-to-cradle analysis technique to assess environmental impacts associated with all the stages of a product's life, which is from raw material extraction through materials processing, manufacture, distribution, and use. From: Environmental Management, 2017
  14. 14. Step 1. Eco Design Our product design principles We analyzed the state-of-the-art in the PoP/display production and we design our own framework: - Material’s 3R: Reuse, Reduce and Recycle - Product’s 3S: Standardize, Semplify, Smart - Top of the POP: Personalized, Omnichannel, People Engagement Material’s 3R 3 Product’s 3S 2 Top of the POP 1
  15. 15. Step 1. Old “Durable” PoP Market How it is made ● 5-8 materials ● Glues ● Not recycled/recyclable materials ● Each Brands have different production procedures ● Disposable and not reusable ● > 150Kg Co2 Industry’s data 1. Durable PoP Italia ○ Ca 250 Mio € / Year ○ 3,5 Mio Pcs/Year ○ 53 KTons of waste (8,1 Ktons only from Pharmacy channel) 2. Pack Visage – Eyes – Lips ○ C.a. 650 Kg / Year of waste How it is made - 1-2 materials - No Glues - 100% Recycled/Recycla ble materials - Reusable - Recycle plastic from disposed goods - Modular and disassemblable - < 90Kg Co2
  16. 16. Step 2. Business Model Design Innovations brings performance
  17. 17. ISO 56002’s innovation processes + Adam’s model for innovation ADAMS 1 ADAMS 2 ADAMS 3
  18. 18. Step 2. Servitization A new Business Model needs a good plan To change the business model of PoPs/Displays we had to work on different scenarios to avoid bureaucratic deadlocks. Renting the good helped us to get back disposed PoP to enable a circular economy approach. We had to reshape Business Plan in order to analyze the business feasibility of our project. F i n a n c i a l C o n v e n i e n c e Business Relevance U r g e n c y
  19. 19. Step 3. Digital and Social Innovation Services Moving faster, moving together Creating digital services on top of the PoP was enough to share products information, but it enables little to nothing to create a better environment, thus the choice to use the monitors and tablet mounted to teach Brand’s customer about sustainable actions they can do (ie. recycling in the PoP the exhausted goods) in exchange for a small discount. Digital PoP will also enable Brand’s marketing office to analyze customers behaviour in order to pursue a best selling and communication approach.
  20. 20. Step 4. Waste Management & Reduction Circular Economy2 In this step we studied a way to manage Brand’s waste in order to include them in our circularity. By doing that we helped the Brand to redesign the primary packaging using our own design principles. To retrieve the exhausted goods we started a partnership with HERA and calculate the economic impact of the reverse logistics for the Brand.
  21. 21. Responsible Consumption A circular economy describes an economic system that is based on business models which replace the end of life concept with reducing, alternatively reusing, recycling, and recovering materials in production/distribution and consumption processes thus operating at the micro-level ( companies, consumers meso level (eco-industrial parks) and macro-level ( region, national and beyond), with the aim to accomplish sustainable development, which implies creating environmental quality, economic prosperity and social equity to the benefit of current and future generations. (Kirchherr et al., 2017). A circular economy is one that is regenerative by design and aims to keep products, components, and materials at their highest utility and value at all times, distinguishing between technical and biological Cycles. This new economic model seeks to ultimately decouple global economic development from finite resource consumption. (Ellen MacArthur Foundation (EMF) 2015 https://www.ellenmacarthurfoundation.org/explore/circular-design
  22. 22. Step 5. Recycle and Reuse Your waste, my treasure! We create a partnership with Aliplast and HERA to recycle the plastic to be used in the production of the PoPs/Displays. We also analyzed the LCA of the production to decide the best combination of plastics in the PoPs. We partnered with a no-profit to disassembly the PoPs.
  23. 23. From a single loop... From «Taking, Making and Disposing» To «Regenerating, Lasting, Sharing» Cooper (1999)
  24. 24. Cradle to Cradle, 2002 Michael Braungart William McDonough
  25. 25. … to a multiple loop https://www.youtube.com/watch?v=aVb4hvA3jY4
  26. 26. Think globally, act locally
  27. 27. TOP of the PoP as a lean framework We developed our idea with a single case use in mind, but we noticed it can be easily adapted as a framework, or a business model, to cope the needs of different industries. Life Cycle Thinking of products Business Model Design for Sustainability Circular Economy as Open Innovation process Social Innovation triggers
  28. 28. How can I start a sustainable transition? 1. Understand the knowledge about Sustainability in your company (for the whole triple bottom line) 2. Do a LCA for Cradle to Gate, Grave or Cradle 3. Identify the Co2 hotspots 4. Define actionable KPIs and identify the SDGs (and action points) you want to work with 5. Start a (Eco) Design Thinking Process to innovate 6. Iterate! (Plan Do Check Act) https://www.ellenmacarthurfoundation.org/explore/circular-design
  29. 29. Francesco Fullone Business & Sustainability Designer Strategic Consultant http://linkedin.com/in/fullo
  30. 30. Documents https://www.today.it/partner/adnkronos/green/l_espositore-cosmetico-e-bello-e-sostenibile.html https://www.gruppohera.it/gruppo/com_media/comunicati_stampa/-hera_spa/pagina830.html https://www.adnkronos.com/sostenibilita/world-in-progress/2020/11/05/dalle-materie-prime-pa ckaging-sfide-della-cosmetica_Ja55S6DF5gRD4vs5CGkICP.html Rougj press coverage: https://1drv.ms/b/s!AvXq-OLGccUBwOEMEqaodfpUSEERHg?e=ox81n0 https://www.adnkronos.com/sostenibi lita/world-in-progress/2020/11/05/dall e-materie-prime-packaging-sfide-della- cosmetica_Ja55S6DF5gRD4vs5CGkIC P.html

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