One of JWT's '100 Things to Watch' in 2014' was The Circular Economy. As described by The Ellen MacArthur Foundation (who have been vigourous supporters of the idea), the circular economy is about transitioning from a linear 'take, make. dispose' economy to a more circular, restorative system characterised by an increasing reliance on renewable energy, minimising waste through design, and where more companies become service providers selling the use of their products:
"The linear ‘take, make, dispose’ model relies on large quantities of easily accessible resources and energy, and as such is increasingly unfit for the reality in which it operates. Working towards efficiency—a reduction of resources and fossil energy consumed per unit of manufacturing output—will not alter the finite nature of their stocks but can only delay the inevitable. A change of the entire operating system seems necessary."
This distinction between one-way comsumption and selling the use of products requires a shift in focus toward the development of more durable products, repair and refurbishment, efficient take-back systems, product disassembly and re-use.
I rather like the concept. It seems to put the emphasis in all the right places. And at a notably consumerist time of year it's really worth thinking about.
Leave a Reply