Amazon Circle | Aging With Technology Sustainably

Amazon + Parsons

Aging with Technology Sustainably

External Engagement Studio: Final Presentation

Irmak, Lucia, Sana & Sanya

our team

Irmak Senyurt

Sana Karnawat

Lucia Jaramillo

Sanya Parnami

GROWING E-WASTE PROBLEM

million metric tons Manhattan’s area x

e-waste generated globally every year only

Sources: Statista, Science News

GROWING E-WASTE PROBLEM

million metric tons

74.7 projected to reach by 2030 and is the fastest-growing waste stream

Sources: Statista, Science News

1263 Manhattan’s area x =

RECYCLING INDUSTRY

advancement making recycling more efficient

sources: Global E-waste Monitor 2020, Statista

RECYCLING

PROGRAMS improvement in recycling rate from 2010-2018 Apple, LG, Samsung, etc.

12% CAGR of recycling by 2030

Brief INITIAL BRIEF

We can’t afford to “buy more, use more, waste more”

How can we responsibly account for that, build on that or even take advantage of it?

Are our homes are ‘littered’ with technology?

USER INSIGHTS

no litter = no problem

i don’t buy too much not on top of their minds

“Having old tech devices doesn't bother me and they are actually a lifeline in case the new one stops working”

"I really don't feel I have a problem with technology waste because I don't really buy things that often."

“I don't think about what to do with my old devices once they're no longer in use. It just doesn’t cross my mind."

– 23 years old, master student

– 28 years old, marketing at a startup

– 32 years old, data scientist

Current Journey of an...

HMw...

create a convenient, accessible and exciting disposal channel?

Amazon

AMAZON STEPS IN WITH...

Loyalty Rewards Program to collect users’ old electronic devices ...a convenient

Long Term Customer Relationships thus helping users age with technology sustainably. in exchange for credits that help establish

Linear Experience

So HOW DOES IT WORK?

AMAZON CIRcle

ive back their o d devices for rec c ing;

Earn credits for the device(s);

Redeem credits for rewards such as discounts on C imate P edge Friend products, gift cards, and other exc usive offers.

USING AMAZON CIRCLE

Angela, 26

Working professional in NYC

Lives in a small studio apartment in Hell’s Kitchen

Is trying to embrace minimalism in her home

She wants to buy a small speaker for her bedroom console

She opens the Amazon app...

Prototype AMAZON CIRCLE

HOW WE SOLVED the Pain points

1 customers are unaware 2

1 loyalty program Incentivizing customers with tiered rewards credits program Pre-decided credits appointed to each device only for recycling purposes nudging customers at the right time Leveraging the excitement of a new purchase and intervening at the right time lack of incentives 3 APPRAISAL FRUSTRATION

but what’s in it for amazon?

Business Model BENEFITS for amazon

Resource Scarcity Environmental Regulations Customer Demand

Recapturing Valuable

Resources

Competitive advantage of centralizing supply of valuable materials from the e-waste captured

Anticipation and protection from stricter regulations will help them be compliant and risk-free

Positive customer perception will drive loyalty and encourage user retention

Business Model MARKET SIZING

$6b $1.2B $300M

The value of raw materials in e-waste generated in the U.S. is almost $7.5b

<20% of the 3-400 million ewaste products are recycled

Sources: FirstGuide, Zippia

a person produces of e-wasteper year on average 29.5kgs our calculations led us to an estimate of of e-waste $22 per kg

based on in the U.S 150 million Amazon Prime members

value of capturing 25% of the market share in the first 5 years

Business Model why amazon

Vast customer base Logistics expertise

leverage its existing infrastructure to create efficient reverse logistics strategies

allows for high-volume interactions and widespread adoption

Industry Relevance

44% of consumers on Amazon purchase electronics, making it the most popular category

WHAT WOULD HAVE TO BE TRUE?

RECYCLING VERIFICATION STRATEGIC partnerships POSITIVE INCENTIVES

with recycling facilities or governmental institutions would need to be in place for long-term impact in capturing ‘tech litter’

would have to be transparent about devices actually being recycled through regular impact reports

the rewards would have to ensure that customers engage in more sustainable behavior rather than mindless consumption