Upstream Innovation: Tools for getting started

Summary

The video script from the Ellen MacArthur Foundation introduces the concept of upstream innovation in the context of a circular economy, focusing on sustainable packaging solutions. It offers practical tools and strategies for rethinking packaging to prevent waste creation, emphasizing the benefits of customer demand, untapped business opportunities, and regulatory compliance. The session guides viewers through an upstream innovation workshop using a slide deck, ideation workshop template, and facilitation guide to inspire action towards a circular economy.

Takeaways

• 🌐 The session focused on upstream innovation in the context of a circular economy, specifically addressing plastic packaging and how to innovate within this sector.
• 🔄 Upstream innovation is about preventing waste before it's created, as opposed to managing waste downstream, which involves recycling and waste handling.
• 💡 The Ellen MacArthur Foundation introduced practical tools and information to help participants rethink packaging from a circular economy perspective.
• 📈 Six key reasons were highlighted for adopting upstream innovation: efficiency in tackling plastic pollution, meeting customer demand, capturing business opportunities, reducing carbon emissions, staying ahead of regulatory changes, and aligning with industry commitments.
• 🚀 Examples of upstream innovation include Tesco eliminating unnecessary plastic film on multipacks, Nestle removing non-essential plastic tear-offs from bottles, and Lush transitioning to solid products to reduce packaging.
• 🌱 The concept of 'elimination' in upstream innovation was explored, which involves removing non-essential packaging or rethinking product design to avoid waste.
• 🔄 The idea of 'reuse' was introduced as a superior model to single-use packaging, with businesses like Everdrop and El Grammo showcasing innovative refill and return systems.
• 💼 The session provided a practical workshop toolkit, including a slide deck, an ideation workshop template in Miro, and a facilitation guide to help organizations apply upstream innovation principles.
• 🌟 Upstream innovation is positioned as the 'new normal', with major brands committing to significant reductions in virgin plastic use by 2025, necessitating a shift towards more sustainable packaging solutions.
• 🔗 The Ellen MacArthur Foundation's resources are designed to be freely accessible and customizable, encouraging widespread adoption of upstream innovation practices in the industry.

Q & A

What is the main focus of the crash course in upstream innovation presented by the Ellen MacArthur Foundation?

The main focus of the crash course is on the circular economy, specifically addressing plastics packaging and innovation, aiming to provide practical tools and information for rethinking packaging design.

Who are the presenters leading the session on upstream innovation?

The session is led by Joe, who heads the circular design program at the Ellen MacArthur Foundation, and his colleagues Mark Buckley and Annetta Lendl, who are experts in upstream innovation and reuse.

What is the purpose of the 'upstream innovation' guide launched by the Ellen MacArthur Foundation?

The purpose of the 'upstream innovation' guide is to provide practical solutions to inspire and empower action towards a circular economy for plastics, focusing on prevention of waste creation rather than dealing with waste after it occurs.

Why is upstream innovation considered more efficient in tackling plastic pollution?

Upstream innovation is considered more efficient because it focuses on designing out the problem by preventing waste from being created in the first place, rather than dealing with the waste after it has been produced.

What are some of the benefits of upstream innovation mentioned in the script?

Benefits of upstream innovation include meeting customer demands for sustainable solutions, capturing untapped business opportunities, reducing carbon emissions, staying ahead of changing regulations, and becoming the new normal in the industry.

How does SodaStream's reuse model contribute to carbon emission reduction?

SodaStream's reuse model contributes to carbon emission reduction by saving roughly 90% CO2 compared to the equivalent single-use plastic bottle model, as it promotes the use of reusable containers instead of single-use packaging.

What is the significance of the 'Global Commitment' signed by major brands like Unilever, Nestle, and Coca-Cola?

The 'Global Commitment' is significant because it binds these companies to a set of targets by 2025, requiring them to reduce their use of virgin plastic, use the same definitions, and report on a yearly basis transparently, thus driving the adoption of upstream innovation.

What is the 'upstream animation mindset' and why is it important for rethinking packaging?

The 'upstream animation mindset' is a change in perspective that encourages going beyond incremental packaging improvements to rethink not just the packaging, but also the product and the business model, with the goal of delivering value to users without generating waste.

Can you provide an example of how a company might innovate through the 'elimination' strategy in upstream innovation?

An example of the 'elimination' strategy is when Tesco removed the unnecessary film around multipacks of cans, as it served no functional purpose. This direct elimination reduces unnecessary packaging and waste.

What is the potential of 'reuse' models in packaging innovation, and why are they gaining momentum?

Reuse models in packaging innovation are gaining momentum because they are superior to single-use models from a circular economy standpoint, as they allow the same packaging to be used repeatedly. They also offer significant business benefits, such as cost savings on transportation and packaging, and opportunities for customer loyalty and customization.

How does the workshop facilitation guide support the running of an upstream innovation workshop?

The workshop facilitation guide provides all the necessary information to host an upstream innovation workshop, including steps to follow, practical tips on who to invite, and preparation advice. It also includes instructions for using strategy cards and how to prioritize and map ideas generated during the workshop.

What tools and resources are provided by the Ellen MacArthur Foundation to help organizations explore the potential of upstream innovation?

The Ellen MacArthur Foundation provides a slide deck, an ideation workshop template in Miro, and a workshop facilitation guide. These resources are designed to help organizations explore upstream innovation opportunities and apply the principles to their packaging or products.

What is the role of the 'strategy cards' in the ideation phase of the upstream innovation workshop?

The 'strategy cards' serve as prompts to generate ideas during the ideation phase of the workshop. Each card provides a possible solution to rethink the product, packaging, or business model, and includes questions to stretch thinking and encourage creative solutions for upstream innovation.

How can participants of the workshop use Miro to contribute ideas during the session?

Participants can use Miro by creating sticky notes to add ideas to the board, voting on ideas with emojis, and grouping similar ideas together. The platform allows for a collaborative and interactive ideation process that can be accessed without an account, simply by clicking on the shared link.

What is the final step in the workshop for developing ideas beyond the initial ideation phase?

The final step involves breaking out into smaller groups to crystallize the essence of the idea in more detail, summarizing the idea, identifying the audience, and explaining what makes the idea exciting. This is followed by a group discussion to drill into each idea, identify strengths and barriers, and capture feedback on the Miro board.

What are the next steps suggested by the workshop for participants to progress their ideas after the session?

The workshop suggests identifying three actionable steps that can be taken within the next two to three weeks to progress the ideas, such as setting up internal meetings with designers or reaching out to external partners.