How do we close the loop on the earth’s resources? At first glance, the idea of a circular economy is overwhelming – it is daunting to turn our systems upside down and keep materials circulating in the human world for as long as possible.
At KPMG’s Leaders 2050 event, the audience learned what circularity looks like in practice.
The event is dedicated to young professionals leading the future in sustainability. Under the theme of ‘Circularity: The next wave in sustainability’, speakers shared how to enact circularity in a startup, at a multinational corporation and with the help of AI.
Michael Wylde, CEO of circular startup Rezero (and CIRCULÉIRE Venture Alumnus) shared his experiences selling a circular product to the traditional fashion industry. Rezero makes buttons from cigarette filters seized by customs officials across Europe. Competing against the traditional, linear alternatives, Michael reflected on the importance of knowing your customer’s needs, and not solely relying on the environmental benefits of a sustainable product to drive sales. Circular products and solutions need a competitive edge against linear alternatives, a finding echoed by Enya O’Connell-Hussey of IMR and Aideen Doyle of construction company CRH.
Doyle shared some of the circular solutions CRH is creating in its built environment product line, as well as the importance of highlighting the durability and superior performance of recycled and refurbished products to a customer base that oftentimes associates these terms with lesser quality.
IMR's Circular Economy Project Officer Enya O’Connell-Hussey took the stage to share the results of IMR’s recent ‘AI for the Circular Economy’ project. This two-year research project was funded by the EPA and aims to demystify AI in the circular economy by exploring its potential, barriers, opportunities and integration into Irish industry.
Like Doyle and Wylde’s insights, IMR’s research found that industry puts business needs first – and that uptake of AI4CE could be encouraged by highlighting AI’s ability to enable circular economy strategies that save businesses money and minimise waste whilst improving efficiency.
Despite the range of backgrounds, the speakers came to the same conclusion – circular solution buy-in hinges on knowing your audience. With some creativity and innovation, circular solutions can be everywhere – from tarmac, to the van on the tarmac, to the buttons on the driver’s shirt!
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