为什么公司看到圆形思维作为一个吗emerging strategy

Dame Ellen MacArthur sailed around the world solo in 2001 in a nonstop three-month journey. She raced again in 2004, breaking a world record by circumnavigating the globe in 71 days — faster than anyone had sailed singlehandedly before. She was knighted for her achievement.

要在海上独自生存在几个月，她需要的是非常有效和创新的板载资源：节约，再利用，修复和补植。当她航行了，她看到很多塑料垃圾。

After MacArthur resumed her land-based life, she was struck by the unnecessary waste of 21st century life, she has said. Her lessons from surviving at sea led her to construct theories about transitioning production and consumption to fit a resource-constrained world.

Now known as a guru of the手机app买球靠谱吗, MacArthur five years ago launched theEllen MacArthur Foundationto propel research and initiatives to transition the economy toward a circular model of resource reuse. She shared some thoughts on the movement last week at GreenBiz 16. (Listen to ourGreenBiz16播客。）

“这是从根本上的方式发生变化，从一开始的经济功能，”从产品设计到道路材料和能源的输入被托管一路生产该产品其消费后其所谓的会发生什么吧使用寿命，她说。

This circular economy modeling contrasts with what MacArthur described as the dominant economic model of the past 60 years:

"At the moment, when designing a product — not all companies but at the large majority of companies — that product is not designed to fit in a system," she said. "It is designed to do a job; it’ll do that job brilliantly for the design life of the product," and then thrown away, with very little of it is recycled for reuse or remanufacture.

许多产品都“设计有快速流失率”记为“销售，销售，销售，”很少考虑到它会被替换时，会发生什么情况产生。这意味着，在这个世界充斥着消费者的产品，最封装在一个塑料和销售到消费型的民众，我们向灾难在资源有限的世界领导。

When products are designed with material extraction and reuse in mind, or 'designed within a system,' then value is created by freeing the material for new revenue production.

在另一方面，当产品在设计时考虑到材料的提取和再利用，或“系统内的设计”，那么值被释放新的收入的生产材料中产生。材料再利用的重复，甚至是无尽的，周期可以遵循，浪费和污染减轻。

好消息是，循环经济的思想迅速受到相当的影响力手机app买球靠谱吗。

这样有影响力的组织作为World Economic Forum(WEF), the European Commission and McKinsey & Company have taken up the cause, collaborating with the MacArthur Foundation to advance initiatives and research. WEF and McKinsey joined the Foundation and is formingProject MainStreamto bring this theory mainstream and tackle its challenges.

一些120家公司已经开始提起某种程度的圆形的做法。

“It is still early days, but there are significant number of companies that now see as core strategy,” MacArthur said.

The key reason is economic value. "There is money there for the taking," MacArthur said. Working with McKinsey and WEF on data, they modeled the possibility of extracting $600 billion in value from the global economy in reusing materials over and over again in production.

Presented to companies "as a different economic model driven by statistics and driven by economic benefit" created some "huge interest."

But what does it all mean in practice?

这意味着设计产品考量他们的使用完毕的，与计划提取材料。这也意味着建立物流和基础设施，以允许增加值的材料的方式重用。

对于Philips Lighting,it means changing its business model to sell lighting services rather than light bulbs and equipment. Instead Philips leases equipment and manages lighting — even paying the energy bills — to office buildings, campuses and cities, then takes it back when the customer moves.

对于carpet manufacturersMohawk Industries和Interface，这意味着租赁地毯，而不是卖它。当客户想要移动或改造，接口和莫霍克收回地毯和回收利用其材料到新的地毯 - 避免过去曾经是一个巨大的垃圾填埋场的问题。

Increasingly,new design principles are in vogue in which products are designed with material extraction and reuse in mind — and new revenue expected from the same resource.

A repeated, even endless, cycle of material reuse can follow, MacArthur said.

也充满挑战

The theory sounds seamless, yet the practice is very complicated. "We probably only know 2 percent of what the circular economy really is," she said.

The biggest challenge may be in that most ubiquitous 21st century product,plastic.

塑料包装的只有14％被捕获用于再循环和排序后仅剩下10％。大部分被向下循环的价值。

约300万吨塑料每年和“塑料包装占了7800万吨”的，全球制造的，她说。它带来的只是在回收和再利用世界上的任何材料的最大挑战。首先，塑料不会生物降解。塑料包装通常是很轻 - 又便宜 - 该回收再利用是过于昂贵和复杂。

目前，麦克阿瑟说，根据Foundation research, only 14 percent of plastic packaging is captured for recycling and only 10 percent is left after sorting. Most of that is down-cycled in value, so that only 2 percent of plastic packaging is actually recycled to its equivalent value, she said.

"The statistics after 40 years of trying are pretty poor." That’s a pretty sad statistic, she said.

承担这一问题，麦克阿瑟基金会，麦肯锡公司和世界经济已形成项目的主流解决一些最具挑战性的材料不容易进行循环利用和再利用。塑料是这个名单上的上衣。

"What we trying to do is drive systemic change," she said. And it has to start from the outset, at the design stage. The collaboration is rethinking "how to redesign the system from the beginning, not try to clean it up at the end."

消费者的思维

One could argue that circular economy thinking is a way of life. Anyone lucky enough to have grandparents who experienced the Great Depression likely has heard stories about a type of circular economy in practice.

破旧的裤子成了编织地毯用布。猛击农具成为新的工具的源材料;齿轮轴或叶片拉出并用于修补和延伸的其他设备的寿命。剩的金属成为栅栏或支撑的谷仓壁或制作成屋顶排水沟。

The rare family that had a car drove neighbors to the market on shopping day, or lent out their car.

Food waste didn’t occur. Scraps left over from meal preparation became soup for the next day.

重用的东西，避免浪费是一种生活方式。消费者在心态的变化 - 从狂热消耗掉而支配西方文化思维暴殄天物 - 需求占据上风，在产品设计和制造的变化一起。

正如麦克阿瑟说，这是“系统性的变化。”