SlideShare a Scribd company logo
How to create a
pull in the
consumer market
for circularity?
Founder, Alice Labs Oy
www.alice-labs.com
28.11.2018 2
28.11.2018 3
28.11.2018 4
CONSUMERS
NOT
INTERESTED
BRANDS NOT
MOVING FAST
ENOUGH
OR
28.11.201
8
5
95%
I prefer to buy products from brands
that behave ethically / 18-24’s in China
Strongly Agree
Source: Alice Labs, 2017 China
I feel strongly that companies should
help improve the environment
Source: Nielsen Sustainability Report
2018
81%
28.11.201
8
6
OUR CURIOSITY TOOK US ON A VOYAGE OF
DISCOVERY:
50 LEADING EDGE CONSUMERS IN 4 CITIES
300 HOURS OF FACE TO FACE TIME
4 200 QUESTIONNAIRES COMPLETED IN 7
COUNTRIES
28.11.2018 7
NOVELTY STABILITY
SELF COLLECTIVE
§
28.11.201
8
oskar.korkman@gmail.com8
28.11.201
8
oskar.korkman@gmail.com9
New has been # 1
marketing slogan
for the last 40 years
28.11.2018 10
1. Familiar product
2. Perfect product
3. Flexible product
4. Pleasurable and
responsible products
28.11.2018 oskar.korkman@gmail.com11
Familiar products: The opportunity to extend the
life cycle of products by bringing augmenting
products, changing, repairing and improving.
28.11.2018 oskar.korkman@gmail.com12
Perfect product: Sustainable materials are a part of
a narrative of products that are made with care. A
perfect product is intentional and the customer
appreciates the process behind it.
28.11.2018 13
Flexible products: Create more with the
same resources, enable mobility and
“lightness”
28.11.2018 14
Pleasurable engagement: The opportunity to
introduce guilt free pleasure and style to a consumer
who has come to expect only austerity from
responsible consumption.
11/28/2018 15
#1 Leading edge as a target, not idealists
#2 Think aspiration, not restraints
#3 Use tensions: new & old, self & collective
#4 Create trust through transparency
28.11.2018 16
Thank you!
oskar.korkman@alice-labs.com
https://www.linkedin.com/in/oskar-korkman-01b38/

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Oskar_Korkman_VTT_Growth_Lab_Resource_Sufficiency_Nov_2018