Circular Economy 2.0 In Practice #3

 

Case #3: Veja – eco-friendly and ethically made sneakers

Veja is a French sneaker brand that sources eco-friendly raw materials from Brazil, employs 320 Brazilians families locally, and commits to becoming fully circular in its production cycle.

 

Social Challenges:

The market of sneakers has one of the lowest possible cost in terms of raw materials and production while most factory workers don’t receive fair treatment. Also, there is a lot of discussion around sustainability but little actions are done.

 

Business Model:

Veja produces sneakers ethically and ecologically by using eco-friendly raw materials as much as possible, such as wild Amazonian rubber, organic and fair-trade cotton, vegetable-tanned leather, tilapia-skin waste, and B-mesh, an alternative to leather made from recycled plastic bottles. Veja holds principles of zero stock, producing only when ordered, and zero advertising, saving resources which are then integrated into the production chain. CO2 reduction and fair treatment of local workers are key priorities of the brand.

 

Circular Economy 2.0 adds the social dimension, to the Circular Economy, by designing poverty out of our system on top of designing waste out:

  • The root cause of our environmental challenges is Waste. Waste is designed out in Circular Economy;

  • The root cause of our social challenges is Poverty. Poverty and Waste are both designed out in Circular Economy 2.0;

Both Poverty and Waste do not exist in Nature as it exists in our Human world. Both should be designed out.

To achieve this, the Circular Economy 2.0 proposes three additional Principles on top of the current three “Safe Circular Principles”(1), these are the “Just Circular Principles” (2), using The Doughnut Economy wording.

 

Circular Equity Principle 4

Local factory workers are treated with respect and safeguarded by compliance beyond the basic labour standard. All of them own descend houses with water and electricity. 80% of them are union members.

 

Circular Access Principle 5

Local workers are paid above average wages, thanks to Veja’s zero advertising strategy.

 

Circular Ability Principle 6

320 Brazilian families are employed with dignity and given the chance to fulfill their potential. In addition, Veja works with Atelier Sans Frontières (ASF) in France to store and dispatch sneakers to retailers, enabling ASF’s beneficiaries, who are desocialized and vulnerable, to reintegrate into the society.

The ultimate objective of the Circular Economy 2.0 is to Optimize Circular Value (#OCV) since we have now embedded Humans within the model (only Humans perceive Value).

 

(1) The current "Safe Circular Principles" suggested by The Ellen MacArthur Foundation are:

  • Safe Principle #1 "Preserve and enhance Natural Capital by controlling finite stocks and balancing renewable resource flows";

  • Safe Principle #2 "Optimize resource yields by circulating products, components and material at the highest utility at all times in both technical and biological cycles";

  • Safe Principle #3 "Foster system effectiveness by revealing and designing out negative externalities";

(2) In Circular Economy 2.0, we add three socially inclusive principle as we recognize Humans as a valuable assets for our future. We embed them into the concept of Circular Economy thanks to a Humansphere. The additional "Just Circular Principles" are:

  • Just Principle #4 "Equity makes business sense as services could be design to address the needs of all";

  • Just Principle #5 "Developing people's ability promoting any means of exchange is a priority as one should be accessing more with less in a service-based economy";

  • Just Principle #6 "Using labour is innovative as in a systemic regenerative model all abundantly available renewable energies should be considered".

     

     

     

     

     

     

     

     

     

    Case #3: Veja – eco-friendly and ethically made sneakersVeja is a French sneaker brand that sources eco-friendly raw materials from Brazil, employs 320 Brazilians families locally, and commits to becoming fully circular in its production cycle.Social Challenges:The market of sneakers has one of the lowest possible cost in terms of raw materials and production while most factory workers don’t receive fair treatment. Also, there is a lot of discussion around sustainability but little actions are done.Business Model:Veja produces sneakers ethically and ecologically by using eco-friendly raw materials as much as possible, such as wild Amazonian rubber, organic and fair-trade cotton, vegetable-tanned leather, tilapia-skin waste, and B-mesh, an alternative to leather made from recycled plastic bottles. Veja holds principles of zero stock, producing only when ordered, and zero advertising, saving resources which are then integrated into the production chain. CO2 reduction and fair treatment of local workers are key priorities of the brand.Circular Economy 2.0 adds the social dimension, to the Circular Economy, by designing poverty out of our system on top of designing waste out:The root cause of our environmental challenges is Waste. Waste is designed out in Circular Economy;The root cause of our social challenges is Poverty. Poverty and Waste are both designed out in Circular Economy 2.0;Both Poverty and Waste do not exist in Nature as it exists in our Human world. Both should be designed out.To achieve this, the Circular Economy 2.0 proposes three additional Principles on top of the current three “Safe Circular Principles”(1), these are the “Just Circular Principles” (2), using The Doughnut Economy wording.Circular Equity Principle 4Local factory workers are treated with respect and safeguarded by compliance beyond the basic labour standard. All of them own descend houses with water and electricity. 80% of them are union members.Circular Access Principle 5Local workers are paid above average wages, thanks to Veja’s zero advertising strategy.Circular Ability Principle 6320 Brazilian families are employed with dignity and given the chance to fulfill their potential. In addition, Veja works with Atelier Sans Frontières (ASF) in France to store and dispatch sneakers to retailers, enabling ASF’s beneficiaries, who are desocialized and vulnerable, to reintegrate into the society.The ultimate objective of the Circular Economy 2.0 is to Optimize Circular Value (#OCV) since we have now embedded Humans within the model (only Humans perceive Value).(1) The current "Safe Circular Principles" suggested by The Ellen MacArthur Foundation are:Safe Principle #1 "Preserve and enhance Natural Capital by controlling finite stocks and balancing renewable resource flows";Safe Principle #2 "Optimize resource yields by circulating products, components and material at the highest utility at all times in both technical and biological cycles";Safe Principle #3 "Foster system effectiveness by revealing and designing out negative externalities";(2) In Circular Economy 2.0, we add three socially inclusive principle as we recognize Humans as a valuable assets for our future. We embed them into the concept of Circular Economy thanks to a Humansphere. The additional "Just Circular Principles" are:Just Principle #4 "Equity makes business sense as services could be design to address the needs of all";Just Principle #5 "Developing people's ability promoting any means of exchange is a priority as one should be accessing more with less in a service-based economy";Just Principle #6 "Using labour is innovative as in a systemic regenerative model all abundantly available renewable energies should be considered".

     

     

     

     

     

     

     

     

     

Share on Facebook
Share on Twitter
Please reload

Autres posts dans la même thématique / Other posts on the same topic

Let’s make it Circul’R

December 19, 2018

1/10
Please reload

Posts récents/
Recent posts
Please reload

Archives
Choisir une thématique / Choose a topic
Retrouvez-nous