> For the complete documentation index, see [llms.txt](https://4revs.gitbook.io/handbook/llms.txt). Markdown versions of documentation pages are available by appending `.md` to page URLs; this page is available as [Markdown](https://4revs.gitbook.io/handbook/chapters/materials-reimagined/value-compass.md).
# Value Compass
I have always believed, perhaps in a romantic and somewhat unfounded way, that the way we treat materials greatly influences how we treat our entire environment, including our friends and partners. Today, I think many relationships are somehow disposable, with little concern for repairing, maintaining, and valuing them. But every relationship is challenging; it requires a lot of work and effort. I also believe that the world of materials and circularity is challenging: it is not an easy task to rethink how we extract, use, or dispose of materials.
However, what is often done best comes from the most complex path. A skilled sushi chef is not made overnight, and a 40-year relationship is not built without effort. Re-envisioning materials also needs great work and effort. The connection between humanity and materials runs deeper than we may fathom. However, to foster responsible material use, a profound cultural shift is imperative. It requires that people, businesses and leaders at every level understand and make a step towards transitioning from a linear mindset to a non-harm generating, circular one.Is it possible to have a better relationship with materials in a deeply capitalist system that is always pursuing faster growth?
Use less, use longer, use again and make it clean. Circularity is all about understanding that we need to learn to live within planetary boundaries and how we can use resources and materials in a way that minimizes waste and negative impacts, and acting on this information. It represents a departure from the traditional linear economic model and aims to create closed-loop systems where products and materials are designed to be reused, refurbished, remanufactured, or recycled.
As of August 2023, there are 178 4Revs case studies \[7] on the topic of resources, circular economy and ecosystems. They all have something in common: they illustrate or discuss one or more of [the following principles](https://ellenmacarthurfoundation.org/topics/circular-economy-introduction/overview) \[8]:
1. Design out waste and pollution (this includes invisible pollution like chemical pollutants and micro/nanoplastics)
2. Circulate or keep in use products and materials for as long as possible (at their highest value)
3. Regenerate nature´s ecosystems.
TSome years ago, [Bosch and the Government of West Flanders in Belgium](https://d2w000003xziaeai.my.site.com/onegenerationproject/s/fourrevs-case/a022w000002jZCeAAM/circular-business-model-to-reduce-energy-consumption-and-alleviate-poverty) \[9] decided to begin a circular experiment called “Papillon Project”. The project was initiated by a social worker of the government of West-Flanders, who wanted to lift people out of the “energy poverty” context they were in.
“Energy poverty occurs when a household must reduce its energy consumption to a degree that negatively impacts the inhabitants' health and wellbeing. And it is mainly driven by 3 underlying root causes: 1) a high proportion of household expenditure spent on energy; 2) low income and 3) low energy performance of buildings and appliances.” \[10]
For this reason, the “[Papillon project](https://www.bosch.com/stories/papillon-project/)” was launched by Bosch in partnership with the Flemish regional government in Belgium to help low-income families reduce costs with resource-efficient household appliances \[9]. This collaborative effort aimed to replace outdated household appliances with new, efficient equipment, and at the same time explore a circular appliance rental model (“appliance-as-a-service”).
The success of this experiment surpassed all expectations. “Within 6 months of the project kick-off in September 2018, over hundred pilot clients signed for 10-year contracts at 7 euros per month per appliance.” \[8] What's more, what began with a social concern, ended out with one very successful circular shift. By providing repair services, the company was extending the life of the product. And with this rental model, the manufacturer was taking responsibility for recovering the parts after the product reaches its end of life cycle.
This is an example of how principle number two: “Circulate or keep in use products and materials for as long as possible (at their highest value)” can be applied. But there are many examples of how these guiding principles are being applied all across the world.
In the UK, the [2022 Earth Shot Prize winner](https://earthshotprize.org/winners-finalists/notpla/) \[11] [Notpla](https://d2w000003xziaeai.my.site.com/onegenerationproject/s/fourrevs-case/a022w000008b3z3AAA/we-make-packaging-disappear-magic-with-seaweedbased-materials) aims to design out waste and pollution by making biodegradable packaging products based on seaweed \[12] . When studying Innovation Design Engineering at Imperial College London, two classmates decided to do something radically different: do away with packaging altogether. Some of their products, like the coating they use for food delivery boxes, are compostable and edible. But others, like little bags holding sauce or oil dissolve in water, and therefore they become non-packaging.
In Italy, [Davines](https://d2w000003xziaeai.my.site.com/onegenerationproject/s/fourrevs-case/a022w00000gTyYjAAK/davines-regeneration-and-circular-economy-in-cosmetics) is a brand of cosmetics that is bringing circular economy and regeneration in their products \[14]. Since 2018, the company is carbon neutral and uses 63% of recycled materials in their packaging, but more importantly, they are determined that for every product packaging sold, they will remove the same amount of plastic from the environment. To the date, Davines has avoided 841 tons of fossil-based virgin plastic. And additionally, they are showing that regeneration can succeed in any sector or category. One of their most recent projects (EROC - European Regenerative Organic Center) aims to be the world´s highest standard of regenerative organic farming.
Notpla shows an example of how we can design to avoid waste and pollution and Davines is proof that regenerating ecosystems can be done within any sector. Examples like this are promising, but they are few and far between. They often show only an experimental phase of a business or product. Embracing circularity represents a long-term dedication for businesses. Furthermore, to gain profound insights into the task of re-envisioning materials, it is imperative to develop a comprehensive understanding of the systems within which each material is situated, and the links between the systems.
In order to truly innovate the use of materials in the future, we propose systems thinking as a key value in any approach. Materials cannot be re-designed only with their life cycle in mind, rather a holistic approach is needed in order to fully understand their use, cost, and the spillover effects. Systems thinking is crucial because it allows for a comprehensive understanding of the complex interdependencies within the materials' lifecycle.
Some of the best examples of the necessity of system thinking in a sustainable solution is the production of commodities and packaging. Cupfee is [an edible coffee cup in Bulgaria](https://d2w000003xziaeai.my.site.com/onegenerationproject/s/fourrevs-case/a022w00000d6l3NAAQ/cupffee-the-edible-coffee-cup) \[15]. “Disposable coffee cups are a growing environmental problem, as million are discarded every day. Due to the plastic inner lining, only 1 in 400 are recycled. (Disposable coffee cups) are the second biggest source of plastic litter, second only to plastic bags.” \[16]
If systemic thinking had been applied to a product like Cupfee, unintended consequences could have been identified, such as:
1. the need for plastic packaging,
2. the realization that disposable cups align with the linear paradigm of use and discard. The assumption that people consume the edible cup instead of throwing it away is not verified.
3. the production of this cup, made from wheat and other seeds, competes for resources from the food sector—a deeply concerning issue given the widespread food poverty affecting over a billion people. Above all, when we take a look at the environmental footprint of a coffee to go, we notice how the use of milk has a much bigger footprint than the cup.
Figure: Carbon footprint of a cafe latte on-the-go. Huhtamaki [15]
Systems thinking is an approach to understanding and solving complex problems by examining the relationships and interactions between components within a system. A system is a set of interconnected elements that work together to achieve a common purpose. Systems thinking involves considering the interdependencies and feedback loops within a system, recognizing that changes in one part of the system can have ripple effects on the entire system. An example of how system thinking could work in designing a product could be:
1. Be aware of unintended consequences: Making changes to one part of the system can have unintended consequences in another. For example, increasing recycling rates might lead to higher energy consumption if not considered within the broader system. Responsible business does not just mean your business alone, but how you interact with your suppliers and supply chains and the system as a whole.
2. Understanding resource flows: Understanding the flow of materials, energy, and information throughout the system helps identify opportunities for optimization, waste reduction, and resource efficiency.
3. Thinking of long-term impact: Redesigning materials for circularity is not just about short-term fixes. It requires considering the long-term sustainability of materials and products in the context of the broader ecosystem.
For an extended view on how to design in a circular, sustainable way, read the chapter titled Daring Design.\
A counterexample of Cupfee is [Bagasse Packaging](https://d2w000003xziaeai.my.site.com/onegenerationproject/s/fourrevs-case/a022w00000HY8KQAA1/bagasse-packaging-reducing-plastic-packaging-with-upcycled-agriculture), made by W-cycle \[17]. W-cycle is a company that makes packaging out waste generated from agricultural processes. The FAO estimates that more than 72% of cereal crops are wasted at the point of origin (the farm). That waste is often burned, producing 1.18 million tonnes of carbon emissions emitted into the atmosphere. W-cycle understood a regional environmental problem: the mismanagement of agricultural waste, and they also understood that it can be solved through a holistic approach.
“[W-cycle](https://w-cycle.com/), an Israeli company upcycles agricultural waste into sustainable packaging solutions. The company extracts bagasse from sugarcane waste. Currently, [450 kg of bagasse](https://www.foodnavigator.com/Article/2020/09/22/Sugarcane-waste-upcycled-into-plastic-free-packaging-Dispose-SupraPulp-the-same-way-you-would-your-salad) can be extracted from 1 ton of waste. W-cycle manufactures sustainable packaging with the help of its patented product called Sugar Pulp. Sugar Pulp is predominantly extracted from sugarcane waste, but can also be extracted from other forms of agriculture residue. The products from W-cycle can withstand temperatures between [-40°C to 270°C](https://w-cycle.com/) and additionally, the products are leakproof, which further eliminates the introduction of waterproof sprays and coating. The 100% biodegradable product is also priced at the same rate of plastic packaging, which thereby reduces the barrier for acceptance.”
