The circular economy may be defined as “a manifestation of economic models that highlight business opportunities where cycles rather than linear
processes, dominate. It is restorative and regenerative by design and aims to keep products, components, and materials at their highest utility and value
at all times.” (Interrreg, Europe, 2018). There are many concepts and tools closely associated with the circular economy such as the cradle-to-cradle
approach, the hierarchy of waste and the Six R’s. The cradle-to-cradle approach was created by McDonough and Braungart. It is a method (and a
certification) that can be applied to make products that are harmless and biodegradable. The aim is “the safe and potentially infinite circulation of
materials and nutrients in cycles. All constituents are chemically harmless and recyclable” (EPEAEPEA GmbH, 2021). The hierarchy of waste was created
by the Environmental Protection Agency of the US (EPA). It is a tool that can help companies and individuals evaluate waste management actions and
rate them from most favorable to least favorable. Following this method, companies should strive to use the most favorable alternatives to manage
their waste streams. Finally, the 6Rs refer to refuse, reuse, repair, recycle, rethink and reduce. These principles could be thought of as part of the
hierarch of waste or complementary to it. They also serve as a set of principles to guide waste management.
Take a product from a company, for example, a model of running shoes such as the UltraBOOST Uncaged Parley shoes from Adidas, or a shampoo, such
as the Garnier Ultimate Blends Honey Treasures Strengthening Shampoo Bar for Damaged Hair. It must be a product, not a brand!
You should evaluate two aspects:
1. Evaluate the extent to which this product is enabling the transition to the circular economy. To do this you can apply the methods that have
been mentioned (hierarchy of waste, 6 R’s or cradle-to-cradle)
▪ Consider these practical aspects:
• Does the product follow cradle to cradle principles in its life cycle? Does the product seem eco-effective or eco-efficient?
• Does the company follow the hierarchy of waste in the development of this product?
• Does it apply the six R’s?
• Has the company integrated servitization into the product concept?
• Has the company integrated reverse logistics into the product concept?
• What is the added value of this product for consumers?
• Identify and discuss three challenges that the company found/might have found when developing its sustainability features? Do
you think other companies that follow might find the same challenges?
2. The extent to which this product fits into the general strategy of the company to become more sustainable.
▪ Identify the general strategy of the company regarding sustainability (cost leadership, differentiation, growth…)? How do the reporting,
actions and certifications contribute to this strategy?
▪ Do they report? Evaluate whether their reporting could be considered green washing.
▪ What certifications do they have?
▪ Finally, conclude whether the company is contributing to the circular economy with this product and with its general strategy of
sustainability. Propose one action the company may take to contribute to the circular economy.
Formalities
• Wordcount: 1,500 (+/- 10%) words
• No plagiarism • Font: Arial 12,5 pts. • The in-text References and the Bibliography have to be in Harvard’s citation style.
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