Sustainability = Solution Thinking

When we talk about Zero Waste, it seems the current commercial environment has been driven by consumers at large. However a sustainable world cannot come with only consumers changing their habits, when the entire economy is built on a linear business model : Take-make-dispose.

Along with changing consumer choices, the change needs to come from the education system, research communities, businesses, policy makers and all drivers of the economy. Products need to be made to last (like in old days), we need to make “use-and-throw” culture unfashionable. Marketing, advertising, the PR machinery etc. have a huge role to play. We need to rethink waste as my dear friend and co-host Philip says nothing is a waste and I totally second that opinion.

Everything can be made to last, reused, repurposed and reintegrated back into the cycle. The question is do you see an opportunity and business potential in this? What is needed is an innovation in thinking, we cannot continue to think in the old ways and expect impactful, lasting change. Rethinking business and governance through the lens of sustainability and innovations is the only way forward. As some one wise once said,"Disaster and necessity are the mothers of inventions and innovation". A roadblock doesn't mean it's the end of the road, it is an opportunity to recalculate and pivot. Let’s look at some amazing innovations by some remarkable companies that are lighting up the path towards a circular economy.

• Design thinking "Plastic": We all know that plastic is a huge problem. However we cannot deny the packaging security it provides specially for perishable food items to avoid contamination and for the safety of fragile products at a very minimal cost. What if we can replace plastic with something that is carbon negative? AirCarbon developed by Newlight Technologies already has won many awards. It is made from carbon emissions that would otherwise be released into the air and can have a multitude of uses. It's a verified carbon-negative material, meaning every step of its production and use is fully green and sustainable. Synthetic plastic doesn't go away because it doesn't occur naturally in the environment. AirCarbon is different because it is PHB(Polyhydroxybutyrate). PHB is natural, nature knows what to do with it, and natural microorganisms can consume it as food for regrowth. What I love about this innovation is that it is not dependent on modern recycling,that is complicated, for degradation. AirCarbon recycle how nature recycles: anaerobically digesting it into carbon dioxide, which is a greenhouse gas, but that gas is captured and reused to make new AirCarbon. How innovative is that? This will change the way you look at CO2.

• Rethinking "business verticals": Philip’s Lighting (now known as Signify), the global household name in electronics that has been lighting up homes for over 127 years, is transitioning from selling light as a product to selling light as a service. Under the new circular business model Signify charges its business and government customers a fixed monthly rate for the design, installation, and maintenance of their lighting infrastructure. So now they are not only selling energy efficient light sources but also services so you do not have to worry about about throwing away anything. Read more about Philips lighting products for circularity here.

• Rethinking "Fashion, commodities and space": How about a business concept that offers a clothing subscription service, promoting sustainability through a shared economy. Circos is such a subscription-based business offering maternity/kids-wear clothes that can be rented out. This is a great sustainable option to increase the use and prolong the life of garments that are typically used for only a short time. How about being able to borrow anything under the sun from bikes, drones, toolboxes, cameras, electronics and more. Online platforms like Fat Llama does just that, which reduces the need for owning things that is barely used. Finally, how about shared workspace like WeWork that really is one of best innovations in the recent past. A lot of resource are spared from going to the landfill and everything is used to its maximum.

• Rethinking "Transportation": GoMore is a great example for a circular transportation solution. It is a community marketplace for peer-to-peer sharing of cars in Denmark. The platform connects people, saves money, and makes car rides more environmentally friendly and fun. The digital sharing platform enables people to share their cars or a seat on a planned trip through private car rental, shareable leasing, and ridesharing. The digital sharing platform now has 2.7 million members across Denmark, Sweden, Finland and Spain, leading the way for private car sharing Enabling private car sharing minimises the expenses associated with car ownership and the negative impact on the environment.

• Design thinking "Agriculture and food": There are plenty of innovations within the food and agriculture sector, where people have turned problems into solutions. Dutch supermarket chain Albert Heijn introduced in-store herb gardens in 2017, to combat waste and give customers the freshest possible produce. Now you see it in many supermarket chains. This helps reduce not only the waste but also the supply chain carbon footprint. Another awesome innovation is Groasis Waterboxx created by Dutch flower exporter, Pieter Hoff. This planting device makes growing crops in the desert possible and resource-efficient. Growboxx, an ‘intelligent bucket’ made from recycled paper, this will help combat worldwide food and water shortages. Productive trees can be grown in the bucket, in combination with vegetables. This allows the crops to grow in areas ravaged by heat, drought and erosion – with a chance of survival greater than 90% and using 90% less water.

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To drive the world toward sustainability, the change has to come from every stakeholder, and must include investments in the right innovations, good policies and visionary businesses. The change has ​to be​ systematic, consistent and mindful of the core principles and values so we do not get lost along the way riding the rising tide of change. And these innovations talk about the power of the human ingenuity that we all are blessed with. And the human spirit, believing in a better tomorrow.

A sustainable world is where the ecosystem is thriving for everyone and everything that calls Earth home. There is equality in the society and the economy is prosperous. Do you think this is a utopian idea? Well I beg to disagree. I believe this is very much achievable. World can be stewarded to thrive environmentally, socially and as an economy, however it requires an honest effort and right intentions from each one of us.

The question is - are you focused on solutions or do you want to believe the doomsday stories?