Circular Economy Insights #13
From problems to solutions | Circular Baby Clothes | Renting is the ‘new normal’ | Consumer attitudes
The ‘new normal’ – why renting clothes is better for us, our planet, and our babies
Renting clothing and fashion is going mainstream. We look at why it is better for people and planet, and how Eve Kekeh, founder of Bundlee, built a successful babywear rental subscription business by helping parents choose high-quality, sustainable options and get more value for money. We unpack the linear economy mindset of ‘sell more’, explaining why it’s a race to the bottom…
Episode 18 – Eve Kekeh of Bundlee
We talk to Eve Kekeh, the founder of Bundlee, the UK’s first baby clothing rental subscription. Eve started Bundlee to give parents a sustainable alternative to buying clothes that will be outgrown very quickly. With Bundlee, parents can rent their baby’s wardrobe and swap clothes for the next size up whenever they like. Outgrown clothes are professionally cleaned before being sent to the next family. We find out how Eve researched to problems associated with babywear, uncover some surprising obstacles she had to overcome, and hear about some of the advantages of the rental and subscription business model – for the business and its customers.
What I learnt from Al Gore about Circularity
The circular economy is an essential tool in mitigating the negative impacts of the climate and ecological crisis. We in the Global North need to do more than anyone, given that we created the problem in the first place. By taking on board the principles of a circular economy, engage in conversation with those around us, lobby people in power and take circular actions in our businesses and homes. This will mean we can move away from our current linear economy as well as reducing carbon emissions which will improve prosperity, enhance the reputation of business, and create healthier lifestyles to the benefit of ourselves and our planet.
Episode 17 – Nancy Bocken of Homie
Nancy Bocken co-founded the company HOMIE, which is developing circular services for pay-per-use home appliances, starting with washing machines. Nancy has an academic background, and she is professor and research coordinator in Sustainable Business Management and Practice at Lund University in Sweden.
We talk about how Homie got started, and how the service works. Nancy tells about some of the challenges they faced, and the benefits of pay-per-use for customers, the business, and our environment.
Nancy gives us some great tips for those of you thinking about circular projects or startups, and we hear how Homie has built relationships with its customers so that a lot of the marketing is by word-of-mouth.
Episode 16 – Sophie Thomas, of Thomas.Matthews ltd
Sophie is an established leader in communication and design, and in the investigation and promotion of circular economy design principles. She has been working in the fields of ethical design, behaviour change and material process through her design agency, Thomas.Matthews ltd, for nearly 20 years.
We find out how Sophie uses her experience in sustainable and ethical design to help people understand more about the circular economy. We talk about the groundbreaking Great Recovery Project, which looked at the challenges and opportunities of the CE, through the lens of design. Sophie explains the importance of thinking about the system you are designing for, not just the object or product itself.
Episode 15 – Matilda Jarbin of GIAB
Matilda Jarbin, one of Sweden’s top young sustainability talents and Sustainability Manager of GIAB, a Swedish company with a business model based on the circular economy. GIAB works with a wide range of business partners, repairing products for reuse and resale. We’ll hear how GAIB got started, back in 2012, working with insurance companies. We find out how GIAB adds value for its clients, and how it’s expanding into new products, markets and services. It’s a fantastic example of how simple ideas can convert potential waste into valuable resources, providing wide-ranging benefits for both businesses and society.
Episode 14 – David Greenfield of Tech Takeback
We hear from David Greenfield, about Tech Takeback, a partnership he set up to collect end-of-use consumer technology and get it back into the loop.
“Tech-Takeback” is a partnership between SOENECS, Freegle, EraseMydata and Brighton & Hove City Council to collect stranded resources through pop-up shops.
We talk about how it got started, the complexities of secure data removal, lessons learned, and David’s plans for the next phase of the project. David tells us about his favourite circular economy example: Biohm, in London – and I’ve saved some more of David’s examples for the next ‘Best Bits’ episode (#20).
Rebound – is it undermining the circular economy dream?
We know the circular economy aims to reduce, reuse, remake and eventually to recycle – but what if there is another R – rebound – opening the door for companies to adopt circular strategies and still drive growth in consumption (and pollution and waste)? We explore rebound, ask how to avoid it, and suggest we should be aiming instead for a regenerative economy.
Episode 13 Beth Massa – ARK Reusables
In Episode 13 we talk to Beth Massa, founder of Ozarka. Beth and her husband Michael have created a collection of food-to-go containers, called ARK Reusables, so people can replace single-use plastics with reusable, returnable containers.