Introducing the game plan for making large scale change in just a few years.
We’ve got to close the loop on plastics, eliminate the leakage and ramp up the way we use resources repeatedly. But, how will we change the way our system is functioning today, going from a linear setup to a fully circular plastics economy? This is the first live seminar in a series of six, where Malin Leth and Anders Milder introduce the game plan for making large scale change in just a few years.
Links
Listen to the episode "Plastics loop"
Apply to join the Ocean Alliance
Download: Live scribe summarising key outputs
Credits
Artwork: Giancarlo Mitidieri
Jingle: Frans Sjöberg
Jane:
This podcast is the live recording of the first seminar in a series of six about the Ocean Alliance and the transformation towards a circular plastics economy. This live is about how to rewire the plastics market in Sweden.
Malin:
Hi, and welcome. My name is Malin Leth.
Anders:
And my name is Anders Mildner.
Malin:
We are here to talk to you about plastics. We've got to close the loop on plastics, eliminate the leakage and ramp up the way we use resources repeatedly.
Anders:
But how will we change the system going from a linear setup to a fully circular plastics economy? This is our first seminar in a series of six. We're going to introduce the game plan for making a massive change in just a few years. And one big change that is coming is about our wasteful practices. And this is something that will change business during the coming decade, Malin?
Malin:
Yeah. So looking at the global economy at scale, we know that we at least waste two-thirds of all raw materials. So of all natural resources that we extract every year to produce what we need (two-thirds) are wasted, and it could end up as either visible or invisible waste. So that will definitely end in the coming decade.
Anders:
And we need to go for circularity.
Malin:
Yeah. But not only for being more optimized in how we utilize our resources, but also because waste is a net cost. So for any business that would use the take, make, waste thinking and still see consumers as someone that consumes a product rather than being users of resources will need to change the mindset because going for reuse, going for recycling and looking for those recurring loops will actually help to regenerate the economy, not only for the business itself, but also for society. And this is where we enter the game plan of generative business and earning a societal license to operate.
Anders:
So why should businesses get aboard and work towards this goal? We asked Jacob Östberg at Stockholm Business School.
Jacob:
Hello. I'm Jacob Östberg, Professor of Advertising and PR at Stockholm Business School, Stockholm University. I do research in the field of consumer culture theory, focusing on issues concerning how our current societies are shaped by commercial businesses and their ubiquitous marketing activities. Both of those that we can see and react to in a conscious way and those activities that happen behind the scenes that we as consumers are influenced by without consciously knowing so. I understand that you'll be having a seminar about a circular plastic economy today. Interesting. I don't know much about the technical side of this and can hence not judge which part of this circular plastic economy are pure fantasies and which are based in some actual possibilities of recycling plastics. What I do know quite a bit about, however, is marketing and consumer behavior. So I know that you need as companies to stop telling consumers what they want to hear so that they can continue shopping.
As consumers, we're eager to search out all sorts of so-called information that will help us continue doing what we're used to doing. So if we find a little symbol somewhere saying that this plastic can be recycled, that will put our minds at ease and we'll continue purchasing those things. And we don't really want to know too much about the exact details of whether that plastic indeed gets recycled or not. You also need to stop blaming consumer demand for their poor environmental choices. Many of the things that companies do, they say that, "Well we need to do this because consumers demand it of us. Consumers, they're used to this, they like it, and hence we need to give them what they want." That provides value for them and that's a good thing. That's a very easy way to get out of guilt by blaming consumers. Don't do that. Be proactive. Do more and give consumers things that they do not yet know that they wanted.
Also, stop blaming industry standards for your poor environmental choices. Yes, there are industry standards, but you cannot just sit back and say that, "Well everyone is doing this. This is the norm." You can probably do more and be progressive. Take responsibility for what you do and what you can do because change will come from progressive businesses doing things beyond what consumers already want, right? If companies are too slow, I hope that regulators will come in and put a hindrance to some of the negative things that we're currently doing. But it's probably better for you. The companies that you lead, the way rather than react to what regulators have set up as an absolute border of what you are allowed to do. So take this chance to become a responsible company, a responsible entity that leads this process rather than being reactive and just waiting for others to do the hard job of making changes. And most importantly, don't blame consumers.
Anders:
Thank you, Jacob! So let's talk about plastics! Malin, give us the facts.
Malin:
Yeah. Well looking at the leakage, that is what comes out of the system and isn't circulating back into the economy, roughly three to five % of the plastics we produce globally every year end up in the ocean. And predictions show that this amount will almost triple by 2040.
Anders:
And how much of the plastic that has been made in the world has been recycled?
Malin:
Well it's actually only nine % and it's not like we don't have a similar situation locally here in Sweden. Looking at material recycling on plastics specifically, the numbers are still low. It's around 8%. So we know that we have a leakage and that a lot more needs to go for reuse and recycling.
Anders:
And is recycling alone enough to solve this problem?
Malin:
No, it isn't. And actually, half of all plastic produced is designed to be only used once. So we really have to take a look at what steps need to be taken before we even get to the recycling stage.
Anders:
So what should we do here?
Malin:
Well we should rethink and redesign. And that's exactly what we have to do with plastics together as a collective. So we've got to close the loop on plastics, eliminate the leakage and ramp up the way we use resources repeatedly. But how will we change the way our system is functioning today going from a linear setup to a fully circular plastics economy? In other words, how do we rewire the plastics market in Sweden practically speaking?
Anders:
And this is where the Ocean Alliance comes in?
Malin:
Yeah, really. It's like an arm of the national roadmap for sustainable use of supply plastics where we together with the plastics market in Sweden are looking to eliminate the leakage of plastics entirely. So if you produce, sell, provide, buy, or use any types of plastics in Sweden, or if you have been waiting for the plastics market in Sweden to change, then we are talking to you. Come and join in on the ride towards a circular plastics economy in Sweden. We will soon reveal your game plan, and you can actually start already now by filling in a form of interest over at hsr.se/oceanalliance. And I believe that we will share the link in the chat of this live stream as well.
Anders:
And what you are talking about here, Malin, is a five-year game plan to create a circular plastics economy here in Sweden?
Malin:
Yes. So as a collective, we are moving away from taking, making and wasting to a fully circular plastics economy. And we'll do so by the five Rs of zero waste, which are refuse, reduce, reuse, recycle and restore. And it's basically our game plan for the next five years. But more specifically, we'll refuse unnecessary and problematic single-use plastics, reduce the use of fossil-based virgin plastics, aiming at a full elimination by 2030. And this is because we're going for increased reuse and recycling instead. And of course, all of this at the same time as we restore our oceans from plastic pollution. And you remember the leakage, right?
Anders:
Yes, I do.
Malin:
So we want to mitigate the fact that plastics reaching the ocean will triple by 2040 if no action is taken. And that's where our collective action could make a difference as we're looking to eliminate the leakage of plastics entirely. So in that, we'll go from a tiny fraction of resources circulating back into the economy to a fully circular plastics economy where we'll look for the long-term management of resources.
Anders:
So three things to remember here, the Ocean Alliance is about market transformation. Two, it's targeting the transformation towards a circular plastics economy. And number three, it has a five-year game plan. And of course, you would like as many companies possible to get aboard this and sign up for this. But where do they start? What's the first step to take?
Malin:
Yeah. Well let's take a look at the roadmap. So as a business, you could start by assessing your total plastic footprint and map up what plastics you use and where, and this is your baseline which you will use for monitoring the progress onwards. And then as you have your baseline, you're ready to apply to join the Ocean Alliance. And at that time, you'll also define your individual commitments and in that understanding, what you need to do to stay aligned with the common vision for eliminating the leakage. And then you'll implement your activities to eliminate the leakage and increase circularity of products and materials. And that could mean that you're actually looking at redesigning a product or switching the material choice to something else than plastics. And as you are on your journey towards a circular plastics economy, you'll now look at insetting or offsetting any use of fossil-based virgin plastics or leakage that's not yet mitigated.
And this goes beyond the value chain. And this is also where plastic crediting comes into the picture. And if you want to learn more about that, you should listen to the episode Plastics Loop on the podcast Hello, plastic-free oceans!, where I talk with Maggie Lee about how it works. Also, we will explore this even further as in what it actually means in practice for me as a business in one overcoming seminars. And when you've done your insetting or offsetting, it's time to evaluate and learn. Gathering your key insights makes you ready to also report your performance, which will be done yearly. And then lastly, as you have gathered all your key insights, your race knowledge, your game knowledge, and any input from other organizations, you will most probably iterate as needed. And it's basically the roadmap.
Anders:
So this was our first live stream in a series of six where we have talked about how to change the plastics market in Sweden, moving away from taking, making and wasting.
Malin:
And in the comments and info of this live stream, we'll share the links to the podcast episode Plastics Loop that was about plastic crediting in that I mentioned. And also, we'll share the links to how to join in on the ride towards a circular plastics economy in Sweden by applying to join the Ocean Alliance. And if you want to follow our newsletters and to see how we progress onwards, you'll also find the link on how to subscribe to our newsletter. And last but not least, also a link to a PDF summarizing the five-year game plan that we've just talked about.
Anders:
In our next seminar, which will be held in January, we are going to talk about one of these four steps that you talked about today, Malin. It's about refusing single-use plastics.
Malin:
Yeah. And if you produce, sell, provide, buy, or use any types of plastics in Sweden, or if you have been waiting for the plastics market in Sweden to change, then this series of seminars is for you. So following the one in January, we will then cover the rest of the targets in the common vision. So we will dive deep into facing out of fossil-based virgin plastics, increasing reuse and recycling schemes of plastics, and of course, the restoration needed from plastic pollution.
And if you have any questions or comments, feel free to drop them in the chatbox of this live stream, or send an email to oceanalliance@hsr.se. Thank you so much for watching!
Anders:
Thank you!