Yesterday, on November 14, Malin Leth of Circulous and Evelina Lundqvist of The Good Tribe was speaking at the Ellen MacArthur Foundation's Disruptive Innovation Festival, an interactive online event series which aims to shift mindsets and inspire action towards a circular economy.
Malin and Evelina spoke about need to create large scale system change: turning off the tap up and down the value chain. And in order to do so we need to totally rethink the system we are within, rethinking in a way that many refers to is hacked. But how do you fully shift your mindset for rethinking as much as we actually need to? Looking for disruptive counterparts is one good start. This is where the word waste meet the concept of zero.
If you're not for zero waste - then how much waste are you for?
Humanity continuously generates more and more waste. But instead of turning off the tap, we tend to focus on minimisation and trying to fix the symptoms rather than the problem. The 12 R of zero waste, which Malin and Evelina spoke about in the DIF on Air, is a processed-based method, which allows individuals, as well as organisations, to explore unidentified opportunities for turning off the tap. To give a concrete example of how to use the Rs, they inserted the word refuse into the focus question, “How might refuse* end system overload — today and tomorrow?”. The session host, Laura Franco Henao of the Ellen MacArthur Foundation used the fashion industry as a lens when exploring the focus question. Watch the results here.
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