sustainability

  • 6 July 2021

    Circular Entrepreneurship

    Versione Italiana La Prof.ssa Antonella Zucchella dell’Università degli Studi di Pavia è stata nostra ospite in occasione di Hacking the City lo scorso aprile. Il suo intervento, riassunto in questo articolo, si è concentrato sulla relazione tra marketing imprenditorialità circolare. L’Economia Circolare ha bisogno dell’impegno di diversi attori: tra questi, le imprese dovranno giocare un ruolo tanto importante, quanto denso di sfide. Proprio per questo motivo, la Prof.ssa Zucchella ha introdotto il termine “imprenditorialità circolare” (circular entrepreneurship). L’imprenditorialità circolare si ispira ai principi dell’Economia Circolare per capire e anticipare il cambiamento in condizioni di incertezza, introducendo innovazioni, che possono riguardare diversi aspetti: prodotti, processi, modelli di business, eco-sistemi. L’imprenditorialità circolare riguarda due casi principali: le cosiddette imprese “born circular”, ossia le start-up circolari, che hanno la circolarità nel loro DNA e in quello dei loro fondatori. Queste realtà scrivono la propria storia e il proprio modello di business a partire da un foglio bianco. Vi sono poi le imprese già consolidate, che hanno avviato la transizione verso la circolarità. Entrambe le tipologie di aziende hanno dei problemi specifici da affrontare e delle barriere di cui tenere conto, che sono in primo luogo tecnologiche e finanziarie. È però molto importante anche il ruolo del marketing: ciò potrebbe sembrare paradossale in quanto spesso si tende ad associare il marketing al fenomeno del greenwashing. Sarebbe però certamente un errore non considerare le numerose barriere che ci sono in questo settore, anche al di là del greenwashing: spesso sono proprio queste barriere, di cui raramente le aziende sono consapevoli, a limitare la capacità di azione di quelle realtà che vogliono divenire più sostenibili. Questo fenomeno è definito dalla Prof.ssa Zucchella la “marketing blindness”, ossia la cecità di chi gestisce un’azienda, che non è capace di comprendere i veri bisogni del marketing e del mercato. Questa problematica...
  • 25 June 2021

    Circular Business Models

    By Irene Ambrosi English Version Why it is so important? As we know the traditional systems of production are facing the challenge of shifting to sustainable manufacturing. This shift is needed to meet the Sustainable Development Goals and to reach the Carbon Neutrality Goal set by Europe by 2050. Over the last decade, the interest in circular business models has increased among institutions, governments, companies, and other stakeholders. To ensure this transition, businesses need to change the way they generate value. This means that they need to re-think their business model (BM) in order to enable the creation of value while considering resources consumption. What is a business model? A business model is a conceptual tool characterized by three elements: – the value proposition (what value is offered to whom?) – the value creation and delivery (how is the value provided?) – the value capture (how does the company generate value and other types of value?). In a circular milieu, a business model combines the creation of economic value with the narrowing, slowing, or closing of resource loops. In this context, companies that are compelled to interact within an ecosystem of actors need to move from a firm-centric to a network-centric operational logic. Hence, business model innovation towards sustainability and circularity is a fundamental capability for companies. But regardless of the academic definitions of circular business models, what should business management do and how? It is necessary to consider that one of the main aims of companies remains to make profits, therefore it is important to understand that while capturing environmental and social value we still need to consider the profit objective as well. For example, a thrift shop generates revenues by selling secondhand clothes, but it also creates environmental value by reducing the environmental footprint of consumption. We should...
  • Versione Italiana Antonio Vaccari, Head of Health, Safety and Environment di Esselunga, è stato nostro ospite durante il nostro evento Re-think Circular Economy Forum. Esselunga è una consolidata azienda alimentare italiana, che opera come rivenditore e produttore. I concetti di sostenibilità ed economia circolare sono intrinseci nel modello di business di Esselunga. Infatti, l’azienda ha collaborato con Tondo anche in occasione del nostro hackathon Hacking the City, chiedendo a giovani studenti e neolaureati di sviluppare nuovi modi per rendere le nostre città più circolari. La strategia di sostenibilità di Esselunga si basa su 5 pilastri: clienti, dipendenti, fornitori, ambiente e comunità. Gli obiettivi principali di tale strategia sono la minimizzazione delle emissioni di Co2, l’imballaggio sostenibile e la riduzione dei rifiuti. Uno degli esempi più importanti di questo impegno è il fatto che negli ultimi 20 anni, Esselunga ha eliminato gli imballaggi secondari utilizzando 2 milioni di casse riutilizzabili e lavabili nei propri circuiti interni. Ripensare l’imballaggio In occasione dell’evento Re-think, Antonio Vaccari ha spiegato al pubblico quale è il delicato equilibrio tra packaging sostenibile e qualità del cibo e come Esselunga lo gestisce nelle scelte quotidiane. La strategia di packaging sostenibile dell’azienda mira soprattutto a ridurre, riciclare e sostituire la plastica mista ad altri materiali e a diminuire l’uso di imballaggi eccessivi. Allo stesso tempo, Esselunga vuole garantire la qualità dei suoi prodotti dal punto di vista della sicurezza alimentare, assicurando un’adeguata durata di conservazione dei suoi prodotti e riducendo così i potenziali sprechi. Entro il 2025, l’azienda vuole garantire che il 100% degli imballaggi dei prodotti Esselunga siano realizzati con materiali compostabili, riciclabili o riciclati. Esselunga persegue questo obiettivo coinvolgendo i suoi fornitori e i suoi consumatori, utilizzando un approccio scientifico, supportato anche dal metodo Life Cycle Assessment (LCA): Esselunga valuta ogni giorno l’impatto delle sue scelte di...
  • By Luca Bertolasi English Version Lac2Lab is a start-up currently under the constitution, whose project started in 2019. The team is made up of 4 co-founders, with different backgrounds: Paride Acierno and Luca Bertolasi for the economic-business area, Lorenzo Ippolito, and Arianna Palladini for the R&D and production area. Cell cultures are a laboratory technique that aims to reproduce biological phenomena through the growth of certain cell lines within laboratory slides, in a controlled artificial environment. The growth and proliferation of cells are guaranteed through nutrition, given by the FBS (Fetal Bovine Serum), which has various problems concerning the ethical, economic, and qualitative sphere. First, FBS is produced by killing bovine fetuses, and about 2 million of them are killed each year. Furthermore, the FBS has a considerable cost, and the cheaper variants are produced in South America, where herd control isn’t comparable to Italian standards. An ethical and sustainable product The purpose of Lac2Lab is therefore to place on the market a substitute product for FBS, totally ethical towards animals, obtained by reusing a material that would otherwise be wasted: cow’s milk. Indeed, approximately 116 million tons of milk and dairy products are wasted every year around the world. An in-depth analysis of the dairy market was conducted, in particular by examining the relationships between producer, distributor, and the final consumer. This analysis highlighted how to milk waste is an intrinsic problem in the supply chain. The Lac2Lab product is born from the requalification of expired or expiring cow’s milk, no longer destined for food consumption, to be used in Life Science technologies. This guarantees production based on a circular and sustainable economy. The whey, suitably transformed through original processes and replacing the FBS within the cell cultures, also reduces the distances between the additive manufacturer and users: the...
  • 19 March 2021

    Circularity from Farm to Fork

    By Francesco Cagnola English Version Once you get to know the functioning of the food system, it is possible to realize that the global dimensions and the complexity of the relationships between the stakeholders involved in this field have become extremely difficult to understand and analyze. Furthermore, paying attention to the transition required for a more sustainable food system that is in harmony with nature, it is clear that this is an environmental as well as an economic-social problem. In order to succeed in this paradigm shift, it is important that this complexity is understood as much as possible by everyone. Although it is a fundamental aspect, the management of organic waste is only one of the necessary actions to be implemented: to reach lasting benefits over time it is necessary to deal with reduction and reuse, as well as focus on recycling processes. On the other hand, understanding the system at the micro level – individual consumers and/or individual companies, meso level – industrial poles, and macro level – city, region, nation, is difficult for everyone. The same is true when trying to understand the management of some thorny situations – or trade-offs – that must be faced during the transition to sustainable systems (for example, the debate regarding the production gap of biological techniques, which have a lower production at equal size cultivated with respect to industrial techniques). Three principles for a circular food system Below, in an attempt to clarify the complexities mentioned above, we refer to the 3 principles introduced by the Ellen McArthur Foundation, and we will follow the path that leads from the producer to the consumer. The latter is explicitly mentioned in the title of the new EU strategy (“From Farm to Fork”, that is “From Farm to Fork”), but few of the non-experts...
  • 26 February 2021

    Circular Economy in rural areas

    By Jim MacNeil, Tondo Associate English Version Exploring circular economy in rural areas The use of real-world laboratories to experiment with alternative design, business models and economies While cities present unique challenges in transitioning to the circular economy, rural regions also face their own set of challenges in doing so. Mountains have always provided vital natural resources, social and economic services to communities. Mountain regions are primarily known for their tourism and concentrations of tertiary sector economies, which represent the main sources of income for many rural communities and has become the quick solution to increase the GDP of depopulating communities, a common trend of many mountain regions over the last half-century. In order to have resilient economies able to withstand unexpected and devastating events, firstly, there should be a certain degree of diversity where a system is not so reliant on one industry, and secondly, the system should be flexible in order to adapt to new modes of operating and respond adequately to these events. Circular systems, like natural systems, are intended to be collaborative. Therefore, as a society we also need a change in mindset away from the competitive nature of capitalist economies. In order to do this, businesses and communities should demonstrate the benefits of adapting a new collaborative approach. MonViso Institute (MVI) is an example of how rural actors are taking advantage of their geographical location not only as a centre of experimentation – providing students and visitors inspiration and tools for change, but also in their ability to be self-sufficient, which rural areas have as an advantage over their urban counterparts. MonViso Institute – Demonstrating Circular Solutions Nestled in the Po Valley at 1500 metres a.s.l. in the municipality of Ostana (Piedmont), Tobias Luthe and his group of researchers, designers and entrepreneurs are experimenting with...
  • 5 February 2021

    Spreco alimentare in Italia

    Spreco alimentare: una giornata per combatterlo By Sara Salerno – Circular Economy Analyst at Tondo Versione Italiano Oggi, 5 Febbraio, è la Giornata Nazionale per la prevenzione dello spreco alimentare ormai arrivata alla sua ottava edizione. È stata istituita nel 2014 quando su iniziativa dell’agroeconomista Andrea Segrè, coordinatore del Piano Nazionale di Prevenzione dello Spreco Alimentare (PINPAS) del Ministero dell’Ambiente, vennero convocati gli Stati generali della filiera agroalimentare italiana. Ed è da allora che questa giornata è stata inserita nella Campagna Spreco Zero. Ogni anno in questa occasione l’Osservatorio Waste Watcher, ideato da Last Minute Market e sviluppato con la partnership di SWG, presenta i risultati annuali dei monitoraggi condotti a livello nazionale sullo spreco alimentare domestico e sulle abitudini che gli Italiani hanno rispetto all’utilizzo del cibo. L’Osservatorio Waste Watcher, che ormai è diventato un punto di riferimento sia a livello nazionale che europeo, fornisce strumenti di comprensione delle dinamiche sociali e comportamentali che sono alla base della generazione dello spreco alimentare all’interno dei nuclei famigliari. Gli studi condotti dall’Osservatorio consentono, difatti, di produrre conoscenza, cultura e supporto per la progettazione di attività pubbliche o private mirate alla riduzione dello spreco che si perpetua all’interno delle mura domestiche. Lo spreco alimentare è infatti un tema fondamentale che risulta avere un impatto trasversale su economia, società e ambiente. Secondo il Food Sustainability Index in Italia buttiamo in media ogni anno circa 65 Kg a testa di alimenti. Tuttavia, secondo i dati pubblicati nel rapporto dell’Osservatorio Waste Watcher del 2020 lo spreco alimentare degli Italiani ha subìto per la prima volta un calo del 25% rispetto all’anno precedente: infatti si è passati da gettare settimanalmente 6,6€ a 4,9 €. Questo calo si é tradotto in un risparmio di circa 1 miliardo e mezzo su tutto il territorio nazionale, a riprova che...
  • 22 January 2021

    SDGs and CE

    English Version The article is based on Enrico Giovannini’s intervention at the second edition of Re-think-Circular Economy Forum last October 2020. Sustainable Development and Circular Economy: the new paradigm for the European Union – Enrico Giovannini, Founder and Director of the Italian Alliance for Sustainable Development (ASviS) Enrico Giovannini begins his speech recognizing the circular economy as the key point of rethinking the economic and social model. He believes that, currently, the concept of circularity is mainly used in reference to material stuff and there is a limited thinking about the need to “recycle” also people. Consequently, without reinvesting continuously in people, they are most likely to be treated as “social waste” (Pope Francis). Having a large part of the population feeling like waste, will not ensure the social and institutional dimensions of sustainability. The current Covid-19 crisis clarifies that if people feel to be excluded from the social and economic processes,institutions are at risk of instability,as people will be in client of pushing for radical changes in the status quo, i.e.a revolution. The “Arab Springs” are an example of this: started as an environmental problem, then transformed into an economic and social crisis, ended with an institutional instability and a revolution. Also migration is an indicator of how people who are treated as “social waste” try to recycle themselves moving somewhere else. He reminds that the economy, society, environment and institutions need to be fully integrated in a vision of sustainable development according to the 2030 Agenda and the 17 Sustainable Development Goals. In 2019, the ILO Global Commission on the Future of Work published a report discussing how, in business accounting, workers and their training are accounted for as a cost, like intermediate materials or raw materials, which reduce the company’s profit. According to him, this perspective does not...
  • 27 July 2020

    CE and COVID-19

    By Alexandra Kekkonen – Tondo’s associate English Version What have we learned about Circular Economy from COVID crisis? The massive disruption of the global value chains in the result of the measures taken by the governments to address the Covid-19 crisis has revealed the fragility of our lineal global economy model and productive arrangements linked to a single geographic location and a single supplier, high degree of dissolution of our innovation, production, supply and consumption systems. (Serada, 2020) It has raised the concerns about the resilience of our economies and led to intensification of such trends as diversification of sourcing and supplies, reshoring, developing strategic autonomy in the critical sectors, intensifying automation, transforming supply chains into more simple, digital, regional more transparent, facilitated by the new delivery modes and contactless innovations. The experiences obtained during the COVID 19 crisis have reaffirmed – there is a need of the great reset and building a more resilient, just, responsive and sustainable economies. Circular Economy is increasingly considered a valuable option allowing to collectively reimagine and redesign our systems to ensure an ecologically safe and socially just space for all. The circular economy also now has the opportunity and duty to further incorporate equality and resilience into this model.  Product design and product policy factors such as repairability, reusability and potential for remanufacturing offer considerable opportunities to enhance stock availability and, therefore, resilience. Rethinking business models in terms of the circular economy presents many opportunities to improve competitiveness, efficiency, innovation and sustainability including through facilitating an access to and shared use of underutilized products.  Circular supplies represent a model for developing components that are reusable and recyclable at the end of a product’s life.  Product life extension prolongs the useful life of a product through improved product design and long-term maintenance.   Resource recovery...
  • 5 June 2020

    Seay

    English Version SEAY is production of sustainable beachwear from certified fabrics, short and local sourcing chains, conscious distribution policies and a marketing plan built around an intentional positive environmental impact.  The fashion industry is moving fast to meet growing demand for low environmental impact garments resulting as much sustainable as possible. Organic cotton, recycled fabrics, natural dyes and low-carbon footprint supply chains are becoming day after day more requested in a sector dominated by fast-fashion chains that struggle to guarantee to their shareholders a certain marginality, blocking them to adopt green business models, leaving room for small brands to raise their popularity. So far, in the beachwear industry, very few brands have focused their business on a low environmental impact model and it is with this idea in mind that in March 2019 SOSEATY Collective and its SEAY brand was born. Certified fabrics, short and local sourcing chains, conscious distribution policies and a marketing plan built around a green manifesto.  Not products with an ethnic look or typical of the fair trade sector, but goods able to express the latest fashion trends with the added value of materials and a business model capable of guaranteeing a circular economy. Sustainability in Fashion industry The colors and details of SEAY garments are aligned to the latest swimwear trends, but their certified yarns and the business model built around the paradigms of the circular economy describe the future of fashion. Giorgio Armani’s recent statements on the non sustainability – economic, ecological and ethical – of fashion as it has evolved in the last decade, is aligned with the vision of SEAY: fashion, which has always been a cultural expression, must stop responding to logics of fast fashion and return to a more human and sustainable dimension (both ecologically and socially). Armani underlined the...
Social Share Buttons and Icons powered by Ultimatelysocial