Rebranding waste
William Morris is currently a Research Manager at Collective Responsibility, a dynamic management consultancy specializing in innovation and sustainability where he manages a team of analysts to carry out extensive research for projects involving qualitative and quantitative research while interviewing key stakeholders within industries to develop understanding and report insights. He is also the founder of ThinkNeutral, an experimental group of people from different horizons bringing together a wide range of skill sets to cocreate, codesign and coproduce projects that can lead to a more sustainable, conscious and digitally mature business eco-system. William holds a Bachelors degree in Chemistry from the University of Bristol, and a Masters in Environmental Technology from Imperial College, London. In this presentation William shares his extensive experience researching various kinds of waste in China, key insights, challenges, and more importantly, opportunities for both individuals and businesses to reduce their waste.
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Rebranding waste
- 5. Our Research
- 6. What does “waste” mean to you?
- 8. TIMELINE
- 9. What “waste” should mean to you?
- 11. Shanghai C & D – An Urban Mine Building Destruction Huanwei (Government Contractor) Large Collection Point Informal Entrepreneur Small Collection Point Processing Centre Landfill
- 13. 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
- 14. 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
- 15. 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
- 16. 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
- 17. Creating a market and/or economic model is key to achieving zero “waste”
- 18. It’s all about circles
- 19. 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
- 20. 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
- 21. Who’s doing it?
- 22. So is zero waste achievable?
- 23. 2030 Is zero “waste” achievable?
- 24. 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
- 25. The Challenge – Initiate Rebrand We Chat 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