plastics are all around us all of us use plastics on a daily basis it’s a
plastics on a daily basis it’s a
plastics on a daily basis it’s a convenient material which brings many
convenient material which brings many
convenient material which brings many benefits let us have a look at this
benefits let us have a look at this
benefits let us have a look at this hummus pot plastic packaging is
hummus pot plastic packaging is
hummus pot plastic packaging is protecting the food
protecting the food
protecting the food it increases shelf-life it’s a material
it increases shelf-life it’s a material
it increases shelf-life it’s a material which can take many forms you’ve got a
which can take many forms you’ve got a
which can take many forms you’ve got a rigid lit and there is a flexible film
rigid lit and there is a flexible film
rigid lit and there is a flexible film and it’s light which means that
and it’s light which means that
and it’s light which means that transport can be done using less fuel
transport can be done using less fuel
transport can be done using less fuel and emitting through fewer greenhouse
and emitting through fewer greenhouse
and emitting through fewer greenhouse gases which is better for the
gases which is better for the
gases which is better for the environment however the way we currently
environment however the way we currently
environment however the way we currently make and use plastics has some important
make and use plastics has some important
make and use plastics has some important shortcomings let us go back to the
shortcomings let us go back to the
shortcomings let us go back to the hummus pot and again I take off the
hummus pot and again I take off the
hummus pot and again I take off the rigid lid and deal back the flexible
rigid lid and deal back the flexible
rigid lid and deal back the flexible film and I can indulge analogue cameras
film and I can indulge analogue cameras
film and I can indulge analogue cameras a lot but always wonder what to do with
a lot but always wonder what to do with
a lot but always wonder what to do with the packaging afterwards well shallower
the packaging afterwards well shallower
the packaging afterwards well shallower rather say in this case what to do with
rather say in this case what to do with
rather say in this case what to do with the different packaging items afterwards
the different packaging items afterwards
the different packaging items afterwards given that we’ve got a rigid lit a
given that we’ve got a rigid lit a
given that we’ve got a rigid lit a flexible film torn apart and we’ve got a
flexible film torn apart and we’ve got a
flexible film torn apart and we’ve got a rigid booked with some leftover hummus
rigid booked with some leftover hummus
rigid booked with some leftover hummus took on the inside I would like to do
took on the inside I would like to do
took on the inside I would like to do something positive with it like
something positive with it like
something positive with it like recycling but it’s unclear how that
recycling but it’s unclear how that
recycling but it’s unclear how that should happen or whether that’s possible
should happen or whether that’s possible
should happen or whether that’s possible at all here’s another example
at all here’s another example
at all here’s another example clearly the wrapper is protecting the
clearly the wrapper is protecting the
clearly the wrapper is protecting the sweet but what’s going to happen with it
sweet but what’s going to happen with it
sweet but what’s going to happen with it off to it let’s assume for a second that
off to it let’s assume for a second that
off to it let’s assume for a second that the wind hasn’t blown it away and the
the wind hasn’t blown it away and the
the wind hasn’t blown it away and the wrapper makes it to the rubbish bin
wrapper makes it to the rubbish bin
wrapper makes it to the rubbish bin still then it’s most likely gonna end up
still then it’s most likely gonna end up
still then it’s most likely gonna end up in some landfill or being burned again
in some landfill or being burned again
in some landfill or being burned again you may want to do good but the current
you may want to do good but the current
you may want to do good but the current system just doesn’t allow you to and
system just doesn’t allow you to and
system just doesn’t allow you to and this I find frustrating
I work for the Ellen MacArthur
I work for the Ellen MacArthur Foundation which is a charity that aims
Foundation which is a charity that aims
Foundation which is a charity that aims to inspire generation to rethink
to inspire generation to rethink
to inspire generation to rethink redesign and build a positive future
redesign and build a positive future
redesign and build a positive future through a circular economy recognizing
through a circular economy recognizing
through a circular economy recognizing these shortcomings we were convinced
these shortcomings we were convinced
these shortcomings we were convinced that there must be a better way to go
that there must be a better way to go
that there must be a better way to go about making using and reusing plastics
about making using and reusing plastics
about making using and reusing plastics so as a first step towards a better
so as a first step towards a better
so as a first step towards a better alternative we started looking into
alternative we started looking into
alternative we started looking into plastic packaging in detail we figured
plastic packaging in detail we figured
plastic packaging in detail we figured out that of all plastic packaging put on
out that of all plastic packaging put on
out that of all plastic packaging put on the market globally only a small share
the market globally only a small share
the market globally only a small share gets collected for recycling our
gets collected for recycling our
gets collected for recycling our analysis shows only 14 percent and an
analysis shows only 14 percent and an
analysis shows only 14 percent and an even smaller share gets actually
even smaller share gets actually
even smaller share gets actually recycled in a closed-loop way which
recycled in a closed-loop way which
recycled in a closed-loop way which means for example turning a beverage
means for example turning a beverage
means for example turning a beverage bottle like that one into another
bottle like that one into another
bottle like that one into another beverage bottle this 2% is surprisingly
beverage bottle this 2% is surprisingly
beverage bottle this 2% is surprisingly low given decades of recycling as its
low given decades of recycling as its
low given decades of recycling as its worldwide and we also discovered that a
worldwide and we also discovered that a
worldwide and we also discovered that a staggering 1/3 of plastic packaging
staggering 1/3 of plastic packaging
staggering 1/3 of plastic packaging escapes collection systems and leaks
escapes collection systems and leaks
escapes collection systems and leaks into the environment after being used
into the environment after being used
into the environment after being used only once taking a step back the current
only once taking a step back the current
only once taking a step back the current plastics economy is what we call a take
plastics economy is what we call a take
plastics economy is what we call a take make dispose system it is taking
make dispose system it is taking
make dispose system it is taking resources making something out of it and
resources making something out of it and
resources making something out of it and disposing of it as such a one-way system
disposing of it as such a one-way system
disposing of it as such a one-way system has some important drawbacks one of them
has some important drawbacks one of them
has some important drawbacks one of them is that we’re losing a lot of money
is that we’re losing a lot of money
is that we’re losing a lot of money every year we lose in between 80 and 120
every year we lose in between 80 and 120
every year we lose in between 80 and 120 billion u.s. dollars as we do not
billion u.s. dollars as we do not
billion u.s. dollars as we do not succeed in capturing the value of
succeed in capturing the value of
succeed in capturing the value of plastic packaging material after we’ve
plastic packaging material after we’ve
plastic packaging material after we’ve used it only once
used it only once
used it only once also since most plastics are made out of
also since most plastics are made out of
also since most plastics are made out of oil we’re consuming more and more of
oil we’re consuming more and more of
oil we’re consuming more and more of this limited resource and meanwhile
this limited resource and meanwhile
this limited resource and meanwhile emitting greenhouse gases and there’s
emitting greenhouse gases and there’s
emitting greenhouse gases and there’s more every year at least 8 million tons
more every year at least 8 million tons
more every year at least 8 million tons of plastics leak into the ocean that’s
of plastics leak into the ocean that’s
of plastics leak into the ocean that’s the equivalent of dumping agar
the equivalent of dumping agar
the equivalent of dumping agar truck full of plastics into the ocean
truck full of plastics into the ocean
truck full of plastics into the ocean every minute and I’m not just talking
every minute and I’m not just talking
every minute and I’m not just talking about large pieces of plastics here I’m
about large pieces of plastics here I’m
about large pieces of plastics here I’m also talking about tiny particles micro
also talking about tiny particles micro
also talking about tiny particles micro plastics which get ingested by plankton
plastics which get ingested by plankton
plastics which get ingested by plankton and other sea life if you don’t do
and other sea life if you don’t do
and other sea life if you don’t do anything this could be the result by
anything this could be the result by
anything this could be the result by 2050 there could be more plastics than
2050 there could be more plastics than
2050 there could be more plastics than fish in our oceans bye wait for me this
fish in our oceans bye wait for me this
fish in our oceans bye wait for me this insight was a clear wake-up call yes I
insight was a clear wake-up call yes I
insight was a clear wake-up call yes I knew before that the current plastics
knew before that the current plastics
knew before that the current plastics economy isn’t perfect but I never
economy isn’t perfect but I never
economy isn’t perfect but I never realized that just continuing as usual
realized that just continuing as usual
realized that just continuing as usual could have such a tremendous impact back
could have such a tremendous impact back
could have such a tremendous impact back then our research made already one point
then our research made already one point
then our research made already one point very clear we have to take action and
very clear we have to take action and
very clear we have to take action and people are taking action
people are taking action
people are taking action they’re fantastic initiatives out there
they’re fantastic initiatives out there
they’re fantastic initiatives out there trying to reduce the negative impact of
trying to reduce the negative impact of
trying to reduce the negative impact of plastics however that also begs the
plastics however that also begs the
plastics however that also begs the question is there a positive way out of
question is there a positive way out of
question is there a positive way out of this we believe there is based on our
this we believe there is based on our
this we believe there is based on our understanding of how it’s currently
understanding of how it’s currently
understanding of how it’s currently going we created a positive vision of a
going we created a positive vision of a
going we created a positive vision of a system that works we called it in a
system that works we called it in a
system that works we called it in a moment of intense creativity the new
moment of intense creativity the new
moment of intense creativity the new plastics economy
it’s a bold vision rethinking the future
it’s a bold vision rethinking the future of plastics aligned with circle economy
of plastics aligned with circle economy
of plastics aligned with circle economy principles we completely redesigned the
principles we completely redesigned the
principles we completely redesigned the way we make use and reuse plastics to
way we make use and reuse plastics to
way we make use and reuse plastics to ensure that this valuable material stays
ensure that this valuable material stays
ensure that this valuable material stays in our economy and out of the ocean in
in our economy and out of the ocean in
in our economy and out of the ocean in this way we achieve better economic and
this way we achieve better economic and
this way we achieve better economic and environmental outcomes while retaining
environmental outcomes while retaining
environmental outcomes while retaining the benefits of plastics we see nowadays
the benefits of plastics we see nowadays
the benefits of plastics we see nowadays our vision explains how everyone
our vision explains how everyone
our vision explains how everyone involved from the plastics designer to
involved from the plastics designer to
involved from the plastics designer to the recycler has an important role to
the recycler has an important role to
the recycler has an important role to play obviously creating such a vision is
play obviously creating such a vision is
play obviously creating such a vision is a step in the right direction but it’s
a step in the right direction but it’s
a step in the right direction but it’s not enough we also need action that’s
not enough we also need action that’s
not enough we also need action that’s why last year we launched an initiative
why last year we launched an initiative
why last year we launched an initiative to move towards this new plastics
to move towards this new plastics
to move towards this new plastics economy aiming to overcome the
economy aiming to overcome the
economy aiming to overcome the limitations of fragmented action it
limitations of fragmented action it
limitations of fragmented action it takes an explicitly collaborative
takes an explicitly collaborative
takes an explicitly collaborative approach and we involve business
approach and we involve business
approach and we involve business policymakers and gos but also academics
policymakers and gos but also academics
policymakers and gos but also academics and the wider public and one of our key
and the wider public and one of our key
and the wider public and one of our key insights so far is that having a
insights so far is that having a
insights so far is that having a positive and vicious vision is crucial
positive and vicious vision is crucial
positive and vicious vision is crucial for successful action this is why first
for successful action this is why first
for successful action this is why first of all a vision brings people around the
of all a vision brings people around the
of all a vision brings people around the same table plastic packaging is part of
same table plastic packaging is part of
same table plastic packaging is part of a global complex set up involving many
a global complex set up involving many
a global complex set up involving many people such as polymer chemists
people such as polymer chemists
people such as polymer chemists packaging producers designers and
packaging producers designers and
packaging producers designers and marketers working for brands and
marketers working for brands and
marketers working for brands and retailers but also offices at
retailers but also offices at
retailers but also offices at municipalities and people working for
municipalities and people working for
municipalities and people working for recyclers and waste management companies
recyclers and waste management companies
recyclers and waste management companies and no single one of them no single
and no single one of them no single
and no single one of them no single organization or company can move an
organization or company can move an
organization or company can move an entire economy on their own so we’ll
entire economy on their own so we’ll
entire economy on their own so we’ll have to collaborate we’ll have to break
have to collaborate we’ll have to break
have to collaborate we’ll have to break the stalemate and set new rules of the
the stalemate and set new rules of the
the stalemate and set new rules of the game together by bringing all those
game together by bringing all those
game together by bringing all those people around the same table for the
people around the same table for the
people around the same table for the first time we learned how sharing a
first time we learned how sharing a
first time we learned how sharing a powerful vision of the future can lead
powerful vision of the future can lead
powerful vision of the future can lead to action
another way a vision leads to successful
another way a vision leads to successful action is by setting direction for
action is by setting direction for
action is by setting direction for innovation to move an entire economy you
innovation to move an entire economy you
innovation to move an entire economy you need big leaps forward as offered by
need big leaps forward as offered by
need big leaps forward as offered by innovation looking at plastic though in
innovation looking at plastic though in
innovation looking at plastic though in the past too often this innovation
the past too often this innovation
the past too often this innovation focused on a limited set of parameters
focused on a limited set of parameters
focused on a limited set of parameters such as a certain barrier property or a
such as a certain barrier property or a
such as a certain barrier property or a specific look and feel of the packaging
specific look and feel of the packaging
specific look and feel of the packaging and in this way the progress made the
and in this way the progress made the
and in this way the progress made the doulton did not necessarily fit into the
doulton did not necessarily fit into the
doulton did not necessarily fit into the why the picture so whether we’re talking
why the picture so whether we’re talking
why the picture so whether we’re talking about the packaging design or the
about the packaging design or the
about the packaging design or the materials used the business models all
materials used the business models all
materials used the business models all the technologies involved a vision can
the technologies involved a vision can
the technologies involved a vision can guide future innovation it can act as a
guide future innovation it can act as a
guide future innovation it can act as a lighthouse soon we are going to launch
lighthouse soon we are going to launch
lighthouse soon we are going to launch to innovation challenges that fit within
to innovation challenges that fit within
to innovation challenges that fit within our wider vision one of them is about
our wider vision one of them is about
our wider vision one of them is about small format plastic packaging like the
small format plastic packaging like the
small format plastic packaging like the sweet wrapper convenient but prone to
sweet wrapper convenient but prone to
sweet wrapper convenient but prone to leaking into the environment the other
leaking into the environment the other
leaking into the environment the other one is about one of the most challenging
one is about one of the most challenging
one is about one of the most challenging plastic packaging segments out there
plastic packaging segments out there
plastic packaging segments out there multi-material film it’s a type of
multi-material film it’s a type of
multi-material film it’s a type of packaging that’s used for crisp packets
packaging that’s used for crisp packets
packaging that’s used for crisp packets ideal to keep food fresh but very hard
ideal to keep food fresh but very hard
ideal to keep food fresh but very hard to recycle and then finally a vision can
to recycle and then finally a vision can
to recycle and then finally a vision can lead to successful action as it informs
lead to successful action as it informs
lead to successful action as it informs tangible next steps yes we need big
tangible next steps yes we need big
tangible next steps yes we need big leaps forward with small steps are as
leaps forward with small steps are as
leaps forward with small steps are as important a vision can help you to
important a vision can help you to
important a vision can help you to decide whether to go left or right it
decide whether to go left or right it
decide whether to go left or right it can act as a roadmap we used our vision
can act as a roadmap we used our vision
can act as a roadmap we used our vision to create an action plan for the global
to create an action plan for the global
to create an action plan for the global plastic packaging supply chain and
plastic packaging supply chain and
plastic packaging supply chain and published it at a World Economic Forum
published it at a World Economic Forum
published it at a World Economic Forum last January at the same time we
last January at the same time we
last January at the same time we launched the circular design guide an
launched the circular design guide an
launched the circular design guide an online reference point with practical
online reference point with practical
online reference point with practical methods to help designers and change
methods to help designers and change
methods to help designers and change makers develop solutions for the circle
makers develop solutions for the circle
makers develop solutions for the circle economy another example of how our
economy another example of how our
economy another example of how our vision can inform tangible next steps so
vision can inform tangible next steps so
vision can inform tangible next steps so what does this mean for you whether
what does this mean for you whether
what does this mean for you whether you’re a student or a professional
you’re a student or a professional
you’re a student or a professional you may be working in the near future
you may be working in the near future
you may be working in the near future for an organization or a company which
for an organization or a company which
for an organization or a company which is part of a larger system a larger
is part of a larger system a larger
is part of a larger system a larger industry quite likely this industry will
industry quite likely this industry will
industry quite likely this industry will bring many benefits but at the same time
bring many benefits but at the same time
bring many benefits but at the same time you may notice some shortcomings just
you may notice some shortcomings just
you may notice some shortcomings just like we did with plastics at that moment
like we did with plastics at that moment
like we did with plastics at that moment I invite you to do more than just use
I invite you to do more than just use
I invite you to do more than just use less you can reinvent the future of our
less you can reinvent the future of our
less you can reinvent the future of our economy by rethinking the current model
economy by rethinking the current model
economy by rethinking the current model you can create a positive and vicious
you can create a positive and vicious
you can create a positive and vicious vision of a system that works and as
vision of a system that works and as
vision of a system that works and as we’ve seen such a vision is a first step
we’ve seen such a vision is a first step
we’ve seen such a vision is a first step towards a better future with the new
towards a better future with the new
towards a better future with the new plastics economy we are on the brink of
plastics economy we are on the brink of
plastics economy we are on the brink of reinventing the future of plastics now
reinventing the future of plastics now
reinventing the future of plastics now it’s your turn
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