Sustainable Innovation Essay

PLASTIC & Sustainable Innovation

RAIZA

CONTENTS

1 Introduction

2

3

4

5

6

WHAT

WHY

WHERE

HOW

WHO

Sustainable

The Need for

Realms in Need

Levels of

Future of

Innovation

Sustainable

Sustainable

Sustainable

Sustainable

Innovation

Innovation

Innovation

Innovation

7 Conclusion

INTRODUCTION

“Limitless and immortal, the waters are the beginning and end of all things on earth�

-Heinrich Zimmer

Our oceans are undoubtedly the beginning and end of all things on earth. However, over time our waters have been threatened. Plastic. A mere word when put into existence gravely imbalances of our eco-system. The precarious nature of this material lies in its failure to decompose for four centuries after its usage.

Excessive consumption and production of plastics is leading to a world prevalent crisis obstructing proper waste disposal. Plastic is continually disposed into oceans, where currently it is believed to encompass 5.25 trillion pieces of plastic debris (Jambeck, 2019). This leads to various perilous impacts for marine life while perpetuating the spread of micro-plastic into the food-chain. While the hazardous implications are plenty, utilisation and implementation of sustainable innovations can activate new solutions while obviating the need for plastics. Additionally putting forth tangible methods to divert pre-existing plastic waste into alternative propositions.

This essay aims to highlight the role of sustainable innovations and design to tackle the uprise of plastic and its deleterious outcomes. Moreover, providing substantial case exemplars to support better understanding of the levels of sustainable innovations and their outcomes.

(Barker, 2019)

WHAT | Sustainable Innovation To understand the concept of sustainable innovation, it is crucial to elucidate the etymological roots of these terms. The word sustainable was attested from 1845 with close linkages to the word “defensible” implying; “capable of being continued at a certain level”. ‘Sustainability’ was later used in correspondence to the environment with the uprise of the environmental movement in the 1970’s (Lang, 2019).

Furthermore, The term Innovation stems from the late Latin term innovationem or inovare, which instigates; ‘to change’ or ‘restoration & renewal’ (Etym, 2019). These

root words and its significance can enable defining sustainable innovation as the action

Design

of changing, renewing, restoring systems, products or technologies which allow smooth continuum of the natural environmental cycles.

Additionally, sustainable innovation is one that leads to the creation of a new market space, products, services or processes where social and environmental issues are the

Re-use

key drivers (Ottosson, 2016). These considerations are integrated into organisational systems from conceptualisation of ideas to research & development and commercialisation. Also including new products, technologies, services and new business and organisational models (Katerva, 2019).

Sustainable innovation is a also known as eco-innovation; which according to Kemp and Pearson,

is an assimilation or exploitation of a product, production process,

service or management or business method that is unique in its capabilities toward the organisation or end-user, which ensues, throughout its life-cycle, the curtailment of environmental risk, pollution and other detrimental aftermath of resource use in comparison to relevant alternatives (Kemp & Pearson, 2007).

Use

Make

WHY | The Need for Sustainable Innovation Man-made plastic has woefully even been found in the deepest trenches of the planet.

The Mariana trench has succumbed into plastic, while micro-plastics have been found in the bellies of sea creatures from the hadopelagic zone highlighting the urgency of this issue (Carrington, 2018). Undoubtedly, man-kind is also affected by hazardous health problems due to the cyclic nature of our eco-system. The core root of this complication is the rise of mans excessive consumeristic splurges.

The immediate need for improving sustainability whilst highlighting the consumeristic behaviours of society was outlined in an International Conference on Population and Development held in Cairo, Egypt in 1994. They emphasised on the the urgency for sustainable innovation as a channel to ensure human well-being which must be equitably shared by the people of today and the future, necessitates that the mutual relationships between population, resources, the eco-system and societal development must be full understood. It must then appropriately be managed through sustainable innovation to bring about harmonious and dynamic balance.

It was then reprimanded that to achieve this balance, states should implement the the reduction and elimination of unsustainable patterns of production, consumption and integrate appropriate policies in order to meet the needs of the current generations without compromising the harmonious co-existence of nature and the ability of future generations to meet their needs (UN, 1994).

Thus, sustainable innovation is indeed in great need to divert the challenges emerging due to unethical disposal of plastic.

(Pinterest, 2019)

WHERE | Realms in Need of Sustainable Innovation It is vital to understand the various realms in which sustainable innovation is relevant to

People

tackle ‘the plastic problem’. These sections each may require the need of variant systems, products, and technologies to disentangle the obstacles faced (Jenson, 2018).

- People : Societal change must be brought upon through innovative mediation to create redundant dependancy of the population on plastic. People use an

Production

alarming amount of single-use throw away plastics including straws, plastic bags, packaging, plastic cups and bottles due to the convenience it offers.

- Production : Plastic production within our planet has doubled since 50 years and it is believed to increase by a third over the next 5 years. Products and their producers cannot remain impotent, innovative alternatives to non-degradable

Waste

plastics within products are of dire need.

- Waste : Bringing about novel alternatives to the usage of plastic does not tackle the pre-existing waste and its disposal on land. An immense amount of plastic waste is produced by developing countries. Tactical innovation is vital to establish ethical recycling infrastructure and re-direct the existing waste into productive or safe tangibles for the benefit of the eco-system.

Ocean

- Ocean : In addition to waste-disposal, immediate innovational action is required to alleviate our oceans from the pre-disposed 150 metric tonnes of plastic waste present to establish a zero vision for ocean plastic.

- Control : Lastly, indefinitely not the least, united policy innovations are required to perpetuate beneficial action by individuals, organisations, communities. Further control also demands the call for innovative research, mapping and surveillance methods to record and monitor to strengthen the level of understanding within this issue (Hemmelskamp, 1997).

Policy

HOW | Levels of Sustainable Innovation Sustainable innovation is known to encase a spectrum of four levels of innovations which can be defined within the context of environmental improvement. The four key levels are (Katerva, 2019);

Incremental

1. Incremental Level : Sustainable incremental innovations are those products, services and systems that incorporate progressive variations and improvements for improved sustainability.

2. Re-design or Advancement Level : This level involves major advancement and positive re-designs of pre-existing products.

Re-design

3. Radical Level : Radical sustainable innovations include those implementations that completely eradicate and replace hazardous market incumbents.

4. Societal Level : Finally, integrations of innovative systems leading to a sustainable community, through impacting choices and behaviour.

Radical

According to the Oslo-Manual of the OECD (1997) these mentioned levels can integrate processes, products, organisational innovations or technological innovations.

- Process Innovation materialise when less input is provided for a specific amount of output.

- Product Innovation occurs when existing products are improved or new goods are developed. Within this segment, technological innovations integrated with novel technologies implemented for adoption.

- Organisational Innovation undertake novel formulations to improve quality of management within firms to create beneficial impacts.

Societal

LEVEL 1 | Incremental Sustainable Innovation

Value Added

To unravel and portray the vitality of sustainable innovation in tackling ‘the plastic problem, each level will be looked into in detail while providing substantial case

Eco

Life-cycle

Efficiency

Thinking

established within to augment sustainable impact. This incremental alteration is not just

Pollution

Cleaner

applied to develop sustainable product and process but to also boost significant

Control

Production

Modification

Re-design

exemplars to resonate the impacts of sustainable innovation.

Incremental sustainable innovation is undertaken within existing process, product, service or organisational paradigms where relevant progressive changes are

competitive advantage while retaining existing production systems and existing networks with gradual and continuous competence-enhancing modifications (CarriloHermosilla et al. 2010). This level can be characterised through the alteration of components or even adding new substance to impact the environmental outcomes of

Incremental

the products life-cycle (Rashid et al, 2014).

The addition of value in this case for eco-efficiency through modification and re-design is predominantly to control pollution and plastic waste creation through cleaner

Low Tech Level of Sustainable Innovation

production. Indeed, Incremental innovation indefinitely can significantly impact the amount of produced plastic waste through minor improvements and sub-system change. Component replacement is the most classical approach, while incremental

Adapted from (Carrillo-

sustainable innovation involve low or no technological alterations.

Hermosilla et al., 2010;

Furthermore, at this level, an awareness and meaning is attached to even molecular plastic materials that form the component of a product process and perpetuates lifecycle thinking (Rashid et al, 2010).

Machiba, 2009; HellstrĂśm, 2007)

LEVEL 1 | Incremental Case Exemplars It can be argued, incremental sustainable innovation to fight plastic pollution can be established through two applications; 1) Substitution of plastic materials within products to bio-degradable alternatives and 2) Utilisation of existing plastic pollution to

Edible six pack rings

create efficient material alternatives as opposed to the production of new plastic. Also the following substitutions, may or may not be noticed by the consumer as it does not directly impact their consumption of the product.

Case 1 Salt Water Brewer : Extracting by-products from the beer-making process, Saltwater Brewery has replaced its plastic six pack rings out of edible wheat and barley.

This, when disposed into the ocean can safely be eaten by the marine wildlife.

Additionally it breaks down into smaller pieces alleviating the threat of marine life being captured or choked within the frame. In the U.S alone, 6.3 billion gallons of beer were consumed in the year 2015, and plastic six pack rings were considered to be one of the best packaging solutions due to its easy-to-carry nature. However the prevalent threat this wastage posed to marine life led the company to innovate alternative successful changes while undoubtedly espousing positive impact (Morby, 2016).

Within this exemplar, the incremental improvement for increased eco-efficiency are reactionary, where a proactive replacement of toxic material is established and the

Fishes consuming the waste

relationship between the product and the user has perpetuated a new found renewal through the creation of a cradle to cradle loop (Young and Tilley, 2006). A cradle to cradle loop is essentially a business strategy that is based around bio-mimicry to reuse waste to augment the regenerative cycle of nature (Mcdonough et al, 2003). This last has indeed been successfully established by Saltwater Brewer.

(Morby, 2016)

Case 2 HP : Technology firm Hewlett-Packard incremented their range of ink cartridges by substituting developed plastic to recycled ocean bound plastic bottles. They successfully altered process to innovate a substitution of material which led to the diversion of 170 tonnes of plastic from being discarded in the ocean. Further-more they incorporated the use of more than 18,000 tones of post-consumer recycled plastics within its products while sourcing 8.3 million used plastic bottles from Haiti. This innovation led to HP’s ink cartridges to currently contain 45-75% recycled content derived from existing pollution (George, 2008).

Dion Wiesler, chief executive of HP reportedly stated, “This is not just the right thing to do, it fuels our innovation, our growth, and creates a stronger and healthier company for the long term.� Furthermore, he suggested that all organisations are continually expected to do more than just increment profits; the vitality to utilise their resources to innovate and foster societal causes while cultivate values are ever-growing. They need to prevail as a beacon of trust for industries, governments, and communities around the world (Peters, 2018).

This exemplar highlights the importance of sustainable product & process innovation related on replacement of conventional materials with recycled components boosting the eco efficiency of production (Rashid et al, 2010).

Indeed, incremental sustainable innovation espouses multitudinous change within plastic pollution through minimal changes in mass produced and consumed items within the production phase to steer sustainability; while having no major impact on consumers usage and direct consumption with the core product.

(Pinterest, 2019)

LEVEL 2 | Re-design or Advancement Level This level of sustainable innovation emphasises on major re-design of existing products.

It furthers the previous level of innovation and is a branch of incremental innovation as it calls for higher level of changes; which includes the integration of new features into existing products and different variations of them to channel them to several demographic groups. It could also foster completely altering the product while retaining the essence and functionality of the pre-existing product. Furthermore, this level of sustainable innovation involves the potential to alter interactional level of the relationship between the product and the user due to the noticeable advancements within the product to invigorate sustainability.

This type of innovation retails smaller risks as the product has already attained a share in the market, thus adoption of these re-designed innovations is attainable as a structured and predictable process is followed (Crul et al, 2010). Additionally, true sustainability can be achieved by re-designing entire products utilising plastic waste generated, as opposed to removal or addition of small parts and components.

This level of innovation can also include an advanced re-design of packaging, which is a popular section of innovation currently due to the large amounts of plastic packaging that is disposed; in Europe alone an average person was known to throw away 31 Kilograms of plastic packaging per year, and if creative re-designs are found, impacts will indeed be significant (Stats, 2019).

Re-designed bio-degradable smoothie packaging

LEVEL 2 | Re-design Case Exemplar Case 1 Circleg : Less-developed countries are in dire need of accessible prosthesis due to traffic accidents, thus Fabian Engel and Simon Oschwald, two industrial designers innovated a low cost modular lower-limb prosthetic made of recycled plastic

Circleg Prosthetic Leg

waste that is acquired and then processed utilising the technologies available within factories in Kenya and employing simple production methods. The innovative nature of this is transparent due to its long term impact and bringing forth a new found value between the product and its users of the area. This meaningful product has procured post-consumeristic plastic and blended the material with glass fibre to create Circleg. It can be adjusted to the needs of the individual user’s body, furthermore the colour can be customised as well. Indeed, Circleg has innovatively found solutions to tackle the plastic waste problem by addition of value through human-centred design while completely re-designing pre-existing prosthetics (Klee, 2018).

Case 2 Tomorrow Machine : Another example of an advanced successful re-design is that from Tomorrow Machine which is a Swedish design studio based in Stockholm

Circleg Prosthetic Leg Components

and Paris. They specialise in packaging, products and food concepts. They have devised novel ways to re-design packaging of food products to eliminate the need for plastic baggage, plastic bottles for smoothies, milk etc. They introduced a series of redesigned packaging called “This too Shall Pass� where the packaging has the same short lifespan as the food within them making them an advanced re-design encapsulated within the context of sustainable innovation. The following page will display the various packaging re-designs and the componential elements of each.

(Tomorrow Machine, 2019)

(Klee, 2018)

Oil Package This packaging was designed utilising caramelised sugar encased in a wax coating.

To use the product, the shell must be cracked.

This innovation is solely for oil based foods as it melts when in contact with water.

Smoothie Package

Agar-Agar seaweed gel is extracted and combined with water to make this packaging.

The top must be picked or a sustainable straw can be inserted through it. The encasing will expire when the smoothie expires and can be used for drinks with short life spans, such as fresh juice, smoothies and creams.

Rice Package This packaging was built utilising biodegradable beeswax. To open, it must be peeled similar to how a fruit is peeled. This packaging can be utilised for dry goods such as wheat, grains, rice etc.

LEVEL 3 | Radical Sustainable Innovation

Value Added

Radical sustainable innovation incorporates the introduction of novel and new products or concepts that enable the users to satisfy the expected functional need while

Eco

Life-cycle

Efficiency

Thinking

Component change includes radical replacement of a component of the product that

Closed

Open

alters the interactional relationship of the consumer to the innovation. While,

Loop

Loop

Alternative

Creation

amplifying sustainable outcomes through the consumption of the innovation (Katerva, 2019). Hellstrรถm (2007), the founder of sustainable radical innovations suggested that the changes within this level of innovation can be through component or architecture.

architectural change relies on alteration of overall system design, mode of connection within the systems and introduction of newer products that boost sustainability.

This level encompasses the potential to completely disrupt pre-existing markets through the creation of new markets, thus the significance of this level lies with the high

Radical

sustainable impact it creates. Radical sustainable innovation, as opposed to incremental sustainable innovation utilises superior and new technologies to profoundly boost impact.

HighTech Level of Sustainable Innovation

Radical sustainable innovation also encompasses closed loop and open loop production system. The closed loop innovation promotes the re-usage of an end used product from a consumer, to produce a completely new product of value while maintaining the identity and essence of the original material. The open loop incorporates the innovation of novel products that are built solely using materials that are bio-degradable and entails a zero risk impact and in turn do not affect the ecosystem. Indeed, radical sustainable innovation is considered to be most complex because of the highest environmental impact through value creation it entails (Yahya et al, 2014).

Adapted from (CarrilloHermosilla et al., 2010; Machiba, 2009; Hellstrรถm, 2007)

LEVEL 3 | Radical Case Exemplars Case exemplars for radical close and open loop sustainable innovations will be provided to deeper understand the impact of this level of innovation.

Case 1- Close Loop | 3D Printing Ocean Plastic and Fishing Nets: Adidas, the

Adidas Future-Craft Technology Shoes

sports brand have radically employed future-craft technology of 3D printing and ocean plastic to produce the worlds first eco-friendly trainers that can be moulded to the exact contours of the owner’s feet. The product in itself is not radical, rather it is the process of creation that can be deemed radical. It has been revolutionary in its element of employing the technology of 3D printing using fishing nets. 3D printing technology is undoubtedly radical and can now be looked through the lens of sustainable innovation.

The upper section of the shoe is created from procured ocean plastic which are converted into fibres while the mid-sole is 3D-printed using recycled throw-away fishing nets (Howarth, 2015).

Eric Liedke, the Chief Executive Board Member of Adidas reportedly stated that the company has actively started taking action and fostering reform whilst radically utilising sustainable materials and innovations for athletes. Further, he deemed the 3D-printed Ocean Plastic shoe midsoles will revolutionise the manufacturing process while setting

3D Printed Mid-Sole

new industry standards. Indeed setting examples for future products that can utilise throw away plastic to 3D print functional, quality products (Howarth, 2015).

These sustainable innovations are close loop radical process innovations because they have introduced novel processes that are completely new, to manufacture already existing product concepts that promote the re-usage of an end used consumer waste.

(Howarth, 2015)

Case 2 - Open Loop | Ooho: A seaweed-technology startup based in London called Skipping Rocks Lab created ‘edible’ water bottle called Ooho inspired by bio-mimicry.

The water is withheld in a spherical packaging innovated through the utilisation of

Edible Water

seaweed and translating it into an amorphous membrane, which is entirely natural and bio-biodegradable. The outer membrane must be peeled and then the water would be accessible. Once the water is consumed by the user, the membrane can be discarded to degrade or even eaten. Moreover, the membrane is created with multiple layers to increase its strength, thus it can even be placed in ones pocket, improving mobility of the product (Spendlove, 2015).

This radical innovation eliminates the need for non-biodegradable plastic bottles and cups and can encapsulate any type of beverages including water, soft drinks, spirits and cosmetics. In the US alone, a single person uses 140 plastic bottles a year which accumulates to 58 billion a year. Indeed, this radical ideas user adoption is challenging, and gradual, however if world-wide adoption is established, it could least to a drastic

Ooho Juice and Water Blobs

impact in plastic pollution by single use bottles and cups (Leonard, 2017).

Radical innovation, is highly impactful if adopted, but it also entails high risk due to its completely unique, novel nature. The market for this new interaction has not been studied enough before opening up this idea to the public, regardless, Ooho is definitely a radical sustainable innovation with a promising future.

(Spendlove, 2015)

LEVEL 4 | Societal Innovation Last but indefinitely not the least, sustainable societal innovation emphasises on providing innovation to augment sustainable differences made by community and becomes a rallying point for those who are motivated to improve the eco-system. This type of innovation is not to be taken as a prerogative or privilege of any organisational form or legal structure. These innovations require active collaborations of various constituents across governments, businesses and the non-profit world (Stanford, 2018).

In unity, they innovate not to receive monetary benefits, but to benefit the eco-system. by giving innovative opportunities to the community to create significant impact on sustainability. The three key mechanisms that drive social sustainable innovation are; Firstly it allows for successful sharing and exchanging of ideas and values. This not only perpetuates beneficial actions but also arouses and instills awareness among the community. This innovation could also include design activism enabling consumers to change behaviour. The second mechanism is the shift that takes place within roles and relationships. The individual is instilled with values, which enables them to undertake new roles to formate sustainable change, while building new relationships within the innovation or with the eco-system. Finally, the integration of private start-ups or systems with public and philanthropic support is also prevalent under this level. There is a pressing need for private innovations to be supported within the public context to enable large scale sustainable impacts. Furthermore, the deeply rooted problems are best understood with the involvement of the public and the non-profits (Stanford, 2018).

(Pinterest, 2019)

LEVEL 4 | Societal Case Exemplar Case 1 - The Perpetual Plastic Project : A project that adheres to all the above mentioned features is that of an interactive plastic recycling installation which allows visitors or passers to convert their plastic waste into recycled material objects on the spot utilising 3D printers. This installation was developed by Better Future Factory who

Perpetual Plastic Project

are a sustainable design innovation and engineering studio, who specialises transforming waste streams into products of utility.

This installation is placed tactically at festivals, events and large gatherings were a lot of single use plastics are consumed and thrown away, generating large amounts of waste.

Visitors are accustomed to the idea of perceiving the single use plastic as ‘worthless disposables’ after consumption.

Through this installation, the visitors are able to recycle their used plastic converting it into objects they can take home with them. This process espouses value within the visitors and enable them to re-imagine and revitalise the value of the waste they have produced. The process consists of four steps first the plastic is cleaned and dried.

Then it is shredded into tiny pieces which is filtered. It is then extruded into the 3D printer filament, and then spooled manually, Finally the visitor chooses the design of the object they would like to own and it is 3D printed.

This is an extremely efficient way to re-direct waste produced in communal spaces into useful products, while also embedding core values and awareness on plastic pollution among the people. This level of sustainable innovation indeed creates communal level impact.

(Perpetual Plastic Project, 2019)

Visitor with 3D printed ring

Steps to create recycled 3D printed objects.

1. Cleaning & Shredding

3. Extruding and Spooling

(Perpetual Plastic Project, 2019)

2. Shredding & Filtering

4. Designing and Printing

WHO | The Future of Sustainable Innovation

The levels of innovation discussed above, along with their case exemplars are effective if channelled to the population rightly. The future of further sustainable innovation will only be impactful if consumers react, adopt and utilise the innovations set forth by organisations. The Ellen MacArthur foundation (2013) suggested that closed loop processes extend beyond just recycling, significant attention should also be diverted to retaining the products lifetime whilst also building strategies to develop consumer interest.

Sustainable innovation previously was considered a new niche, but currently it is an obligation. The future must incorporate sustainable innovation within all creations as our eco-system is in urgent demand of sustainability. Ellen McArthur Foundation further predicted the future to be negligent; it was stated that there will be one tonne of plastic for every three tonnes of fish by 2025, and there will be more plastic than fish in the sea by the year 2050 unless sustainable innovation is adopted by all industries and organisations to fight against single use throw away plastics (Wearden, 2016).

To adapt and invigorate growth within the given circumstances, undoubtedly there will be newer eco-technologies sprouting to solve relevant issues, but however it is also substantial that the future must not orient itself around the technology, rather it must orient around the core problem (Weinberger, 2011).

(Pinterest, 2019)

CONCLUSION

In conclusion, sustainable innovation indeed can be deemed as a key driving force of innovation as it fosters and adheres with the harmonious alignment of the eco-system.

The different levels explored in this essay have critically outlined how innovation can bring about changes within organisations, process, products and among the society to in-still values within our world. Sustainable innovation provides systems and individuals a new lens to perceive the world variantly enabling to achieve more through the utilisation of fewer resources.

Definitely, sustainable innovation can play a key role in tackling plastic pollution at a large scale level. However to truly protect marine life, the oceans, and divert waste into productive utility, innovation must act in advance (Whittaker, 2019). It requires early thinking because of the challenging nature that consumer adoption poses. Regardless, as understood through the exemplars, steadily, sustainable innovation is procuring novel ways to fight plastic waste, whilst also boosting their brand values and ideologies. It can be suggested that sustainable innovation must be a priority to all organisations.

With sustainability strongly integrated into all innovations, humility instilled in our hearts, a bold vision in our minds, it is truly possible, our oceans, our marine life, our earth will rise once again.

-Raiza

(Pinterest, 2019)

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