LAUNCH Big Think 2018 Booklet

CUSTOMER ENGAGEMENT & NEW BUSINESS MODELS FOR A CIRCULAR SOCIETY

BIG THINK APRIL 2018

SAN JOSE, CA

“AT EBAY WE ARE EXCITED TO HOST THIS YEAR’S BIG THINK. WE ARE LOOKING FORWARD TO HAVING A WORLD CLASS TEAM OF BIG THINKERS TO EXPLORE HOW TO ENGAGE CUSTOMERS AND DEVELOP NEW BUSINESS MODELS THAT WILL ACCELERATE A MORE CIRCULAR SOCIETY.” CHRIS LIBRIE SENIOR DIRECTOR, GLOBAL IMPACT & GIVING, EBAY LAUNCH PARTNER

LAUNCH CIRCULAR PAGE 1

WELCOME We are pleased to welcome you to this year’s LAUNCH Circular Big Think. As a Big Thinker, you play a crucial role in the success of building the next LAUNCH challenge dedicated to Customer Engagement and New Business Models for a Circular Society. You have been personally chosen because of your expertise, industry influence, and insights into this theme. Thank you for your participation.

Over the last three years, LAUNCH has focused on sustainable production, but in order to shape a more sustainable and circular society we need the customers on board as well. That is why this year we are shifting our focus towards sustainable consumption and sustainable lifestyles - rethinking our way of living, how we buy, and how we organize our everyday life.

In this booklet you will find an overview of LAUNCH Circular and this year’s Challenge.

On behalf of the LAUNCH Circular partners, IKEA, eBay, VF Corporation, Novozymes, Kvadrat, Region Skåne, The Danish Ministry of Foreign Affairs, and The Danish EPA

LAUNCH CIRCULAR PAGE 2

TABLE OF CONTENTS PAGE 1

WELCOME

PAGE 4

WHY ARE WE HERE?

PAGE 6

ABOUT LAUNCH CIRCULAR

PAGE 10

LAUNCH CIRCULAR ROADMAP

PAGE 12

LAUNCH PROCESS

PAGE 16

ABOUT THE BIG THINK

PAGE 21

WHAT HAPPENS AFTER BIG THINK?

PAGE 22

LAUNCH INNOVATOR SELECTION 2017

PAGE 24

PREVIOUS INNOVATORS 2014-2017

PAGE 33

CONTACT

LAUNCH CIRCULAR PAGE 4

WHY ARE WE HERE? Today’s global consumption and production of goods and services are based on processes that degrade and deplete our natural ecosystems, sustain social inequality, and limit equal access to opportunities for economic growth.

Creating a circular and inclusive society requires a transformational shift toward sustainable consumption and production practices, and rethinking the way we make and use the products and services that are core to our everyday life. This means:

•

Promoting a shift of consumption patterns towards goods and services that support sustainable lifestyles.

•

Securing quality of life for all, in a form and way that are in balance with nature, and without compromising the resource needs of future generations.

•

Applying life-cycle thinking to the design, manufacturing and consumption of goods and services - creating circular resource streams and business models.

This transformational shift impacts the way we make and use our products and household goods, starting with the materials from which they are created, how and where they are designed and manufactured, how they are accessed, and our ability to reuse, recycle, and repair.

Making this shift is far beyond the scope of what any one company, organization or person can achieve alone. LAUNCH Circular is committed to supporting the systemic, long-term approach to collaborative innovation among companies, innovators, consumers, researchers, investors and policy makers.

AT LAUNCH, WE IMAGINE A FUTURE WHERE ALL PRODUCTS ARE DESIGNED TO LAST, TO BE REUSED, REPAIRED, AND RECYCLED. WHAT WE ARE BUILDING GOES ABOVE AND BEYOND THE CIRCULAR ECONOMY— WE ARE BUILDING A TRULY CIRCULAR SOCIETY.

LAUNCH CIRCULAR PAGE 6

ABOUT LAUNCH CIRCULAR LAUNCH Circular is a partnership of global companies and organizations committed to the vision of a circular, sustainable and inclusive society where people, businesses and communities thrive. We understand that to achieve this vision we must push for system level change, build trust and enable long-term collaboration between people and organizations, independent of their purpose, culture or geography.

The LAUNCH model is realized through innovation challenges that focus on breakthrough opportunities to achieve a Circular Society. In each challenge, a group of innovators is sourced, selected and integrated into the LAUNCH innovation ecosystem, where they co-develop and co-innovate promising new solutions.

LAUNCH was founded in 2009 by NASA, the U.S. Agency for International Development, the U.S. Department of State and NIKE, Inc., who joined together to identify, showcase and support innovative approaches to sustainability challenges.

In 2013 a group of Nordic-based organizations including the IKEA Group, Novozymes, Kvadrat, Region SkĂĽne, The Danish EPA, and The Danish Ministry of Foreign affairs founded a movement within LAUNCH with a specific focus on sustainable consumption and production and the transformation towards a circular economy.

Since its inception LAUNCH has run 12 innovation cycles, 8 of which have focused on the Circular Economy, including challenges on design and manufacturing; closed loop solutions and recycling technologies; smarter chemistry; new types of materials, and green chemistry. Fifty nine sustainability innovations from around the world have been supported and integrated into the LAUNCH Circular innovation ecosystem to date.

LAUNCH CIRCULAR PAGE 7

“I LOVE LAUNCH – YOU GUYS ARE MY FAMILY.” Dr. Cady Coleman, NASA astronaut LAUNCH Founder

LAUNCH CIRCULAR PAGE 9

“AT IKEA, WE FOR YEARS HAVE BEEN INNOVATING TO EMPOWER CONSUMERS TO LIVE MORE SUSTAINABLY THROUGH INSTALLING LED-LIGHT BULBS, SOLAR CELLS ON THEIR ROOFS AND WATER SAVING SHOWERS IN THEIR BATHROOMS. OUR AMBITION GOES BEYOND THIS! I LOOK FORWARD TO THIS YEAR’S LAUNCH CHALLENGE WHERE WE WILL EXPLORE WAYS OF ENGAGING CONSUMERS TO SHAPE A MORE CIRCULAR SOCIETY AND SUPPORT MORE SUSTAINABLE WAYS OF LIVING.” Håkan Nordkvist Head of Sustainability Innovation , IKEA Group LAUNCH partner

LAUNCH CIRCULAR PAGE 10

LAUNCH CIRCULAR ROADMAP 2015

2016

2017

SMARTER CHEMISTRY

CLOSED LOOP SYSTEMS & RECYCLING TECHNOLOGIES

NEW SUSTAINABLE MATERIALS & FEEDSTOCK

NEW DESIGN & MANUFACTURING PROCESSES

NEW DESIGN & MANUFACTURING PROCESSES

___________________

CLOSED LOOP SYSTEMS & RECYCLING + SMARTER CHEMISTRY ___________________

KEY FOCUS

KEY FOCUS

KEY FOCUS

+ How do we create closed loop systems, takeback systems and recycling technologies bringing materials and products back into the loop?

+ How do we design and manufacture to enable circularity: Reuse, reduce and recycle? E.g. design for disassembly and no-waste, manufacturing from local material streams, bio-based design and manufacturing etc.

NEW SUSTAINABLE MATERIALS & FEEDSTOCK

+ How do we create alternative, renewable feedstock and more sustainable raw materials?

+ How do we eliminate toxicity and create materials that have yet to be imagined through intelligent use of data in chemistry?

___________________

LAUNCH CIRCULAR PAGE 11

GLOBAL 2030 VISION A CIRCULAR, SUSTAINABLE AND INCLUSIVE SOCIETY WHERE PEOPLE, BUSINESSES AND COMMUNITIES THRIVE

2018

NEW THEME

BUSINESS MODELS & CUSTOMER ENGAGEMENT

BUSINESS MODELS & CUSTOMER ENGAGEMENT ___________________

___________________

KEY FOCUS

KEY FOCUS

+ New business models and ways to engage customers in Circular Economy.

Partners are exploring the 2019 to 2022 roadmap.

NEW THEME

LAUNCH CIRCULAR PAGE 12

LAUNCH CIRCULAR PROCESS

BIG THINK

SUMMIT

CALL FOR INNOVATORS

WHAT HAPPENS

WHAT HAPPENS

WHAT HAPPENS

+ LAUNCH partners and network members identify the key challenges and innovation opportunity areas for the challenge.

+ Engagement of 100+ key system influencers as ambassadors for the challenge.

+ Reach out to business hubs, academic and government institutions, incubators and other organizations to identify the innovators with the best solutions to the challenge.

KEY OUTCOMES

KEY OUTCOMES

KEY OUTCOMES

+ Emerging trends and early partner opportunities are identified as well as inputs for the Challenge statement.

+ Industry, academia, government and media mobilization and engagement.

+ Identification of 100+ innovators from all over the world

LAUNCH CIRCULAR PAGE 13

SELECTION

FORUM

ACCELERATION

WHAT HAPPENS

WHAT HAPPENS

WHAT HAPPENS

+ Expert panel reviews and shortlisting, with final 5-10 Innovators being selected by the LAUNCH partners.

+ Innovators and LAUNCH Council participants engage in Impact Rotations to help accelerate innovations.

+ LAUNCH team follows up with an individual innovator action plan.

KEY OUTCOMES

KEY OUTCOMES

KEY OUTCOMES

+ 5-10 innovations representing key solutions to innovation challenge areas.

+ Commitments from Council participants to work with, invest in and accelerate innovations.

+ Innovator support, pilots, video, promotion, engagements, and collaborations.

LAUNCH CIRCULAR 2018

CUSTOMER ENGAGEMENT & NEW BUSINESS MODELS

LAUNCH CIRCULAR PAGE 16

THE BIG THINK After 4 years focus on innovation and action around materials, design and manufacturing, LAUNCH is now shifting the focus to how Customer Engagement & New Business Models can play a role in building a Circular Society.

Each year we kick off a LAUNCH challenge with a Big Think. At the Big Think we are not looking to define fixed solutions or final answers. Instead, we are looking to identify and understand the common questions and shared challenges that allow us to engage innovators and change makers on a global level. It is a collaborative exploration that will take a system level view of the challenge, and is designed to provide insight into the following question:

HOW DO WE ENGAGE CONSUMERS AROUND CIRCULAR AND SUSTAINABLE LIFESTYLES, AND WHAT ARE THE OPPORTUNITIES TO FACILITATE AND SUPPORT THIS THROUGH NEW BUSINESS MODELS, TOOLS AND PLATFORMS?

We have heard it before: sort your trash, buy sustainably labeled products, choose products with less packaging, while at the same time be conscious not to buy too much or create excess waste.

Try to combine all of the above with a lifestyle where people are encouraged to make healthy choices, be loving partners, and make a difference, while staying current and relevant. It’s no wonder that we as citizens and consumers end up choosing easy, convenient and affordable options. There is a need to create incentives beyond this moral imperative to encourage consumers to make more sustainable choices.

How do we make circular choices convenient, accessible, and affordable for consumers while also being profitable for producers?

LAUNCH CIRCULAR PAGE 17

TITLE TEXT

“AT THE LAUNCH FORUM WE NOT ONLY GOT IN CONTACT WITH SOME OF THE MOST IMPORTANT ACTORS ON THE MARKET, WE GOT A CHANCE TO DEVELOP OUR BUSINESS PLAN IN COOPERATION WITH BOTH OUR FUTURE CUSTOMERS AS WELL AS OUR FUTURE SUPPLIERS. THIS WAS A TRUE ACCELERATOR.” HENRIK NORLIN RE:NEWCELL (SWEDEN) LAUNCH INNOVATOR 2014

LAUNCH CIRCULAR PAGE 19

“THE LAUNCH ECOSYSTEM HAS BEEN CRUCIAL IN OUR ROAD MAP. WE HAVE CONSTANTLY BEEN MEETING NEW PEOPLE AND UNDERSTANDING HOW OUR PRODUCT FITS IN THIS BIG LANDSCAPE OF THE CIRCULAR ECONOMY...

I WOULD DEFINITELY RECOMMEND ANYONE WHOSE COMPANY FITS THIS CHALLENGE TO APPLY!” SIDDHARTH HANDE KABADIWALLA CONNECT (INDIA) LAUNCH INNOVATOR 2016

LAUNCH CIRCULAR PAGE 21

WHAT HAPPENS AFTER THE BIG THINK? Over the next few weeks, the LAUNCH team and Circular partners will analyze insights from interviews, research, and the Big Think.These ideas will shape the 2018 Challenge Statement and innovation criteria, ensuring that diverse perspectives are represented.

The Challenge will be announced during June 20th - seeking innovations, solutions and new business models from around the world that collectively support building a Circular Society.

Innovators will have until the deadline, September 1st, to submit their solutions. Up to 10 selected innovators will be chosen and announced on October 16, 2018, and will be invited to this year’s LAUNCH Accelerator Forum on December 5-6, 2018.

We are very excited about this year’s theme and for your engagement. Stay tuned!

LAUNCH CIRCULAR PAGE 22

RECAP OF LAUNCH CIRCULAR INNOVATOR SELECTION 2017

112 APPLICATIONS 39 COUNTRIES 42 EXPERT REVIEWERS 20 INTERVIEWS WITH SECOND-ROUND CANDIDATES FINAL 8 SELECTED BY THE LAUNCH BOARD THANK YOU TO ALL WHO PARTICIPATED IN THE PROCESS!

LAUNCH CIRCULAR PAGE 23

LAUNCH INNOVATORS 2017 DESIGN & MANUFACTURING FOR A CIRCULAR ECONOMY

LAUNCH CIRCULAR PAGE 25

ELENA DIECKMANN AEROPOWDER A sustainable insulation material created from waste feathers DAVID NUGENT COLORIFIX Producing pigments and dyed textiles from agricultural residues, using just sugar and biology

ALEJANDRO SANTACREU CIRCULAR DEVICES PuzzlePhone is a modular smartphone designed for longevity and circularity

NATASHA FRANCK EON-ID The industry’s first RFID tag in the form of a thread that can integrate with textiles to power recycling

SCOTT FULBRIGHT LIVING INK TECHNOLOGIES Making renewable and biodegradable printing ink from algae

PATRICIA ASTRAIN RECIRCULAR A brokering platform that proposes alternatives for a given waste stream and connects companies

MATTHEUI LEROY STRATA Modular designed furniture that changes according to life scenarios

PAUL EKINS UNIVERSITY COLLEGE LONDON A new policy that companies only sell the lifetime services of their products but retain ownership of the materials

LAUNCH INNOVATORS 2016 CLOSING THE LOOP

LAUNCH CIRCULAR PAGE 27

JAVIER G. FERNANDEZ

PETRI ALAVA

SHRILK Shrilk is a material based on the chemistry and molecular design of the insect cuticle

INFINITED FIBER COMPANY Tecnology to produce cellulosic and ecological textiles and non-woven fibres from paper waste

MAY AL-KAROONI

SIDDHARTH HANDE

GLOBECHAIN A platform to connect businesses, charities and people to reuse unwanted items

KABADIWALLA CONNECT Using technology to leverage the circuits of the informal waste ecosystem to help manage recyclable waste in cities

MIRANDA WANG

STEPHANIE BENEDETTO

Biocellection A scalable biotech platform that can upcycle plastic pollution into valuable biosurfactants for the textile industry

QUEEN OF RAW An online marketplace for sustainable materials for the fashion and lifestyle industry

LAUNCH INNOVATORS 2015 MATERIALS

LAUNCH CIRCULAR PAGE 29

ALICIA JOHANSSON NIL Nanostructure in plastic surfaces to obtain colour and self-cleaning effects

AMIT PAUL

GUNNAR THELIN EKOBALANS Sustainable residue handling and fertiliser production

HEINZ-PETER GERMANN

PAXYMER Green flame retardant for plastics

WET-GREEN Natural leather tanning with olive leaves

ANDERS LUNDSTRÖM

SHANE ALLEN

SVENSKA AEROGEL New way of making aerogel material for insulation

MODTI Hardware that can be electronically shaped and reshaped

DAVID PUNCHARD

THOMAS BRORSEN PEDERSEN

avespa Process for growing algal biomass

POND Bio-based polymer resins

FLORENCE KAMAITHA

VAIRA OBUKA

PAD HEAVEN Conversion of banana stems into sanitary pads

SAPROGLUE Bio-based glue made from freshwater lake sediments

LAUNCH INNOVATORS 2014 TEXTILES

LAUNCH CIRCULAR PAGE 31

INA BUDDE

LON NEGRIN

THE EXTENDED CLOSED LOOP A system of intelligent and effective resource management for textiles

NANO-DYE Sustainable cotton and blended cotton dyeing

MARK HOMBECK GREEN LEATHER CRUST A sustainable leather production process

HENRIK NORLIN RE:NEWCELL Closing the loop on textiles

RUCHIRA JOSHI

RIEN OTTO

BETTER COTTON INITIATIVE Multi-stakeholder initiative improving global cotton production

RETURNITY WORK WEAR Work wear designed for reincarnation

JOHNNY KRISTIANSEN MONOCEL A new sustainable raw material

KALLE MÄÄTTÄ PURE WASTE Pure Waste creates 100% recycled textiles through up cycling pre-consumer waste

VIGGA SVENSSON VIGGA.US A circular subscription model for children’s wear

LAUNCH CIRCULAR PAGE 33

CONTACT launch.org @LAUNCHorg facebook.com/launchorg #LAUNCHCircular

KRISTIN COATES

SOFUS MIDTGAARD

Executive Director,

Director,

LAUNCH

LAUNCH Circular

E: kristin@launch.org

E: sofus@launch.org

M: +1 (415) 465-5533

M: +45 30 22 01 11

TOKE SABROE

STINE KOLDING

Director Operations,

Project Manager,

LAUNCH Circular

LAUNCH Circular

E: toke@launch.org

E: stine@launch.org

M: +45 22 13 12 93

M: +45 60 16 61 26

ON BEHALF OF THE LAUNCH CIRCULAR PARTNERS THANK YOU!

EBAY IKEA VF CORP KVADRAT NOVOZYMES REGION SKÃ…NE THE DANISH EPA THE DANISH MINISTRY OF FOREIGN AFFAIRS

LAUNCH CIRCULAR UNITES PARTNERS COMMITTED TO ACCELERATING A CIRCULAR ECONOMY: IKEA GROUP, EBAY, VF CORP, NOVOZYMES, KVADRAT, AND NORDIC, AUSTRALIAN, AND THE U.S. GOV. ORGANISATIONS