The document summarizes new models for reducing waste and increasing value through reclaiming resources. It discusses how scarcity of resources will be a growing challenge, and how new concepts like circular economy and product-to-service models address this. Maximum utility over the longest period of time is key. The experts discuss innovations at Adidas to reduce waste through design thinking and new materials. Ginkgo presents an umbrella design that reduces components from 120 to 20 and uses a single recyclable material in a cradle-to-cradle system.

2. From Scarcity
to Abundance:
New Models in
Driving Value by
Reclaiming &
Avoiding Waste
Joss Tantram
Partner, Terrafiniti LLP/
Towards 9 Billion
Lancaster
London Hotel
18th November

3. Defining the territory
 New models for production or
process are responses to
emerging risks from:
 Scarcity
 The dissonance between
price & value
 From scarcity to abundance:
 A focus upon utility in
product and process
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4. Scar
city
“In the coming decades,
should we fail to change, we
will need to compete ever
harder for smaller and
smaller quantities of
materials that we once
treated as effectively
limitless.”
Terrafiniti – Valuing
Abundance

5. The challenge of
scarcity
 There is a growing need to
respond to scarcity [price] and
address externalities [value].
 A number of concepts are
designed to address these risks:
 Cradle-to-cradle
 The circular economy
 Product-to-service
 Ownership to “lease-ship”
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6. Pric
e&
Valu
e
“Price is what you
pay. Value is what
you get.”
Warren Buffet

7. Price & value
 Economic price tells us when
something is “worthwhile”
but it often struggles to
value:
 Systemic implications and
risks
 The future
 Ongoing utility
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8. Scarcity
,
abundan
ce
& utility
“Pollution is nothing
but the resources we
are not harvesting.
We allow them to
disperse because
we've been ignorant
of their value.”
R Buckminster Fuller

9. Utility is critical
 Maximum utility over the maximum time,
not maximum return over minimum time.
 New models focus upon innovative
approaches to:
 design
 materials – ‘resource chains’
 value chain processes
 ownership
 How do we deliver the maximum utility for
the most people over the most time?
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10. Exploring the territory session themes
 Changing the product paradigm
- reducing waste through design.
 Waste in processes and
products.
 Waste in systems.
 Getting the most from resource
investments –from closing the
loop to industrial ecology.
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11. Our experts
 Alexis Olans - Senior Global
Program Manager, adidas
Better Place
 Miriam Turner - Assistant
Vice President Coinnovation, Interface
 Marco Righi - Founder,
Ginkgo
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12. ADIDAS &
LOW WASTE
Sustainable Brands Conference
London | November 2013

13. LEARNING LESSONS FROM 15 YEARS
RSL/A01
1st SER in
sports industry
BCI
founding
member
Dry Dye
waterless
dyeing launch
Sector Leader
14th year, DJSI
Workplace
standards
1995
2000
Community
programs
2005
2010
2015
Better Place
Collection
Sustainability 2.0
13

14. BRAND INNOVATIONS
… LOTS OF WAYS TO REDUCE WASTE …
virtualization
Materials (rPet)
pattern
Supply chain
dyeing
Manufacturing
Footer 14/03/2012
14

15. CRITICAL AREA: DESIGN
THINKING
ADIDAS LOW WASTE
RUNNING
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15

16. CRITICAL AREA: DESIGN
THINKING
ADIDAS LOW WASTE
RUNNING
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17. CRITICAL AREA: DESIGN
THINKING
ADIDAS LOW WASTE
RUNNING
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18. CRITICAL AREA: DESIGN
THINKING
ADIDAS LOW WASTE
RUNNING
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19. CRITICAL AREA: DESIGN
THINKING
ADIDAS LOW WASTE
RUNNING
14/03/2012
19

20. CRITICAL AREA: DESIGN
THINKING
ADIDAS LOW WASTE
RUNNING
14/03/2012
20

21. CRITICAL AREA: DESIGN
THINKING
ADIDAS LOW WASTE
RUNNING
14/03/2012
21

22. Footer
22

23. WHAT WE LEARNED ABOUT DESIGN
THINKING
1. Systemic challenges
2. “concept cars” do work
3. “Anonymous” best practice
doesn’t spread ideas
*conversations do*
14/03/2012
23

24. Thank you
Alexis Olans
alexis.olans@adidas.com
Senior Manager, Sustainability
HD Jour Fixe
3/7/12
24

26. Ginkgo Umbrella

27. The Concept

28. Innovative Design
120 TO 20 COMPONENTS
INTEGRATED
JOINTS

29. Flexibility

30. 100% Recyclable
JUST 1 MATERIAL

31. The Problem
EASILY BREAKING
NOT RECYCLABLE

32. Metal Impact
X 25
EVERY YEAR

33. Polyester Impact
700 sqKm
EVERY YEAR

34. Cradle to Cradle
Recovery System
Use
Transport
Recycle/Reuse
ALREADY
SUITABLE
Production

35. Bio-Polymers
NATURALLY
ELIGIBLE

36. THANK YOU!