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GROWTH WITHIN: A CIRCULAR ECONOMY VISION FOR A COMPETITIVE EUROPE McKinsey Center for Business and EnvironmentPreface Foreword In support of the report Acknowledgments Executive Summary Findings and conclusions The following chapters detail definitions, principles, and potential metrics for a circular economy and paint visions of a circular economy for three sectors: mobility, food systems, and the built environment. 1. Rethinking value creation: the circular perspective 2. Integrating an automated, multi-modal, on-demand mobility system 3. Reinventing a regenerative food system 4. Building smart, modular and productive homes in a liveable urban system Footnotes 02 03 04 08 10 14 43 51 67 79 91 GROWTH WITHIN: A CIRCULAR ECONOMY VISION FOR A COMPETITIVE EUROPE | 3 CONTENTSthe new environmental economics branch of the Deutsche Post Foundation, and the McKinsey Center for Business and Environment. We encourage policymakers inspired by the vision presented in this report to read the Ellen MacArthur Foundations new and complementary report, Delivering the circular economy: A toolkit for policymakers. The toolkit offers an actionable, step-by-step methodology to help transition towards a circular economy. We are grateful to our numerous partners and advisors for their insights and support throughout this project, as acknowledged in the pages that follow. This report has truly been a collaborative effort by business, policymakers, and academia. We hope you find this report informative and useful. We invite you to engage with us on this timely opportunity. Best regards, Dame Ellen MacArthur Founder, Ellen MacArthur Foundation Dr. Klaus Zumwinkel Chairman, Deutsche Post Foundation Dr. Martin R. Stuchtey Director of the McKinsey Center for Business and Environment The circular economy is gaining increasing attention in Europe and around the world as a potential way for our society to increase prosperity, while reducing dependence on primary materials and energy. The European Commission is expected to propose a “circular economy package” by the end of 2015, and many business leaders embrace the circular economy as a path to increasing growth and profitability. At the same time, a lively debate is going on about the attractiveness of a circular economy for different stakeholders and its implications for employment, growth, and the environment. This report aims to contribute to a fact base to inform this debate, especially in Europe. The report suggests what a circular European economy could look like and compares its potential impact with the current development path. The report models potential European economic and environmental outcomes in both scenarios. It also examines how a more circular way of satisfying human needs could play out in three of the largest and most resource- intensive European value chains: mobility, food, and the built environment. In aggregate, the circular scenarios suggest that the opportunity for Europes economy could be large. The report does not aim to provide final answers or projections for a circular economy this would be impossible given the major uncertainties involved in the transition. Rather, the report tries to identify and describe major differences that circularity could bring to the European economy and offers directional quantification of the most important differences. In doing so, the report builds on previous circular economy research, including work by the Ellen MacArthur Foundation and the McKinsey Center for Business and Environment. This report is the product of a knowledge partnership between the Ellen MacArthur Foundation, Stiftungsfonds fr Umweltkonomie und Nachhaltigkeit (SUN), 4 | GROWTH WITHIN: A CIRCULAR ECONOMY VISION FOR A COMPETITIVE EUROPE PREFACEGROWTH WITHIN: A CIRCULAR ECONOMY VISION FOR A COMPETITIVE EUROPE | 5 Importantly, the report points out how often many of these changes reinforce each other. The tracking of materials, components, and products eases the shift from ownership to new business models with flexible and affordable access to value-added services. The maintenance and refurbishment of products can require more human input. Potential shifts of fiscal incentives towards renewables can encourage the use of labour. All these changes deliver important benefits to the environment resource productivity, restored natural capital, and better product design. Growth Within is both timely and encouraging. It warrants careful reading and serves as a call to action. Frans van Houten CEO and Chairman of the Board of Management and Executive Committee, Philips June 2015 The circular economy represents a tremendous opportunity for Europe. With its system-wide perspective, the circular economy has the potential to help us make better decisions about resource use, design out waste, provide added value for business, and proceed along a secure route to society-wide prosperity and environmental sustainability for future generations. Most importantly, under the right rules, the circular economy can shift the economic mix to increase the number of jobs at the same time. I welcome the findings of the report Growth Within. Its title is reassuring and accurate. The report proposes growth within an effective flow of materials, energy, and information using appropriate policy guidance and novel business models that are enabled by the information technology revolution. The aim of keeping products and materials at their highest value is part of a transition towards a restorative and regenerative economic cycle that moves us from wasteful resource use to a model that recognises and enables added value contributed by human enterprise and application. This may be a very profound shift it may be a change of era where the fundamentals of Europes economy are reworked. Growth Within looks deeply into three key European sectors food, mobility, and the built environment examining their potential and offering a way forward guided by circular economy principles. While the report clearly indicates the numerous challenges in achieving rapid progress, it also offers examples of success and frameworks for what is possible. FOREWORD6 | GROWTH WITHIN: A CIRCULAR ECONOMY VISION FOR A COMPETITIVE EUROPE IN SUPPORT OF THE REPORT “The smart rebound of the European economy will require game-changing strategies, breaking the paradigms prevailing since the industrial revolution. A priority is to go beyond the linear economy, where stakeholders are in traditional silos. In addition to preserving natural resources, shifting to a circular economy offers an opportunity to create new sources of wealth. The emergence of innovative models leads to collaborative dynamics across industries, cities, and communities that reveal new fields of sustainable value creation, such as selling services instead of products, recovering resources from waste, sharing assets, and producing green supplies. Europe offers the perfect ground for a circular economy to truly take shape and for launching disruptive models. It represents a unique opportunity but will require true vision and leadership.” Laurent Auguste, Senior EVP Innovation a socio- economic system which is smart, cross-sectoral and full of positively defined opportunities and challenges. Step by step we leave the linear economy behind, so we are able to safeguard our future without using concepts that are only trying to make the unfixable errors in our old system right. Especially during those transition periods, we need to ask fundamental questions and further develop and sharpen the concept of a circular economy in order to understand its true meaning and the options for practical realisations. It is not just about materials, but it also concerns designing high-quality products, the use of renewable energy, effective water management and social equity. Real innovation and effectiveness increases prosperity and liveability in Europe, which is beneficial for everyone.” Michael Braungart, Academic Chair “Cradle to Cradle for Innovation and Quality” RSM, Erasmus University Rotterdam; Scientific Director, EPEA8 | GROWTH WITHIN: A CIRCULAR ECONOMY VISION FOR A COMPETITIVE EUROPE IN SUPPORT OF THE REPORT CONTINUED “On a planet of finite resources, the circular economy is not optional, it is inevitable. Its implementation will provide world economies with unprecedented opportunities, through the creation of reverse logistics networks, new processes, and new industries using the recovered resources. Resource efficiency will allow us to rethink the concept of urban mining. Countries will be able to create industries in fields that were previously not viable. Relatively simple changes to existing legislation can enable this shift in mindset on short timescales. Restructuring economies to become circular will moreover bring with it enormous environmental benefits.” Hermann Erdmann, CEO, REDISA “We might be recycling in Europe but we certainly arent optimising thats the key outtake for me from this Growth Within report. From a business perspective, that presents an enormous opportunity for Europe. As one of the worlds largest home improvement companies with a restorative ambition and a founder partner to the Ellen MacArthur Foundation, Kingfisher believes theres much merit in circular principles that move us from wasteful resource use towards keeping products and materials at their highest value as long as possible. We know this is not something any one business can do on its own it requires collaboration throughout entire value chains. A transition requires investment in macro infrastructure. Growth Within sets out the European opportunity presented by a circular economy with policy makers the enablers to a transition it starts by agreeing a common circular economy definition and then ensuring all polices align with other European regulations to achieve the vision.” Richard Gillies, Sustainability Director, Kingfisher “Moving towards a truly circular economy will not be achieved in one step. However, this report represents tangible progress on the journey towards a more sustainable, efficient, and resilient future. Arup is in this for the long haul, because, even if it takes a generational shift to get there, the direction of travel represents a far better future for our shared society.” Gregory Hodkinson, Global Chairman, ArupGROWTH WITHIN: A CIRCULAR ECONOMY VISION FOR A COMPETITIVE EUROPE | 9 “By combining efficiency and effectiveness doing the right things the European economy would experience win-win-win. Lower costs, less carbon emissions, and more employment. Very good news in a situation where environment and resource concerns too often have been seen mainly as a cost and threat to competitiveness.” Anders Wijkman, Co-President, Club of Rome “The potential of the circular economy for business is immense. The analysis conducted for this report on three of the largest sectors in Europe depicts real opportunities for businesses to increase growth and profitability, fostering innovation through novel business models. At the same time, we see clear evidence here that a circular economy also offers solutions to address climate change, showing us once again that we do not need to choose between the environment and the economy.” Jeremy Oppenheim, Programme Director, The New Climate Economy “In densely populated Europe, locked in old traditional resource-intensive production and consumption models, being import-dependent and facing growing and volatile resource prices and an increasingly higher share of resource costs in the cost structure of our companies, resource efficiency and a circular economy are the best ways to improve our competitiveness and to create conditions to keep industry in Europe.” Janez Poto nik, Co-Chair for UNEP International Resource Panel “Why waste what can be used in a sensible manner?” Pieter Winsemius, Former Minister of Housing, Spatial Planning, and the Environment in the Netherlands and current Chairman of the Richard Krajicek Foundation10 | GROWTH WITHIN: A CIRCULAR ECONOMY VISION FOR A COMPETITIVE EUROPE ACKNOWLEDGEMENTS This report has been sponsored by SUN (Stiftungsfonds fr Umweltkonomie und Nachhaltigkeit) and authored by the Ellen MacArthur Foundation and the McKinsey Center for Business and Environment. SUN Stiftungsfonds fr Umweltkonomie und Nachhaltigkeit GmbH (Foundation for Environmental Economics and Sustainability). The Deutsche Post Foundation established SUN as a non-profit organisation in September 2014 in order to strengthen its international activities supporting institutions, programmes, and projects dealing with the challenges and opportunities of globalisation and enhanced cross-border activities. SUN promotes research on environmental protection, international understanding, and development cooperation. The Ellen MacArthur Foundation was created in 2010 to accelerate the transition to a circular economy. The Foundations work focuses on three areas: insight and analysis, business and government, and education and training. With Knowledge Partner, McKinsey Scientific Director, EPEA Hermann Erdmann CEO, REDISA Richard Gillies, Sustainability Director, Kingfisher Gregory Hodkinson Chairman, Arup Reinhard Httl President, acatech Jeremy Oppenheim Programme Director, The New Climate Economy Anders Wijkman Co-President, Club of Rome Pieter Winsemius Former Minister of Housing, Spatial Planning and the Environment in the Netherlands, and current Chairman of the Richard Krajicek Foundation Experts consulted Our special thanks go to the many other leading academic, industry, and government agency experts who provided invaluable perspectives and expertise throughout this project: Alexander Affre Director, Industrial Affairs, Business Europe Werner Bosmans Policy Adviser, DG Environment; Said El Khadraoui Policy Analyst, European Political Strategy Center; Paola Migliorini Eco-Innovation and circular economy, DG Environment; Kestutis Sadauskas Director for Green Economy, DG Environment; Astrid Schomaker Director Strategy, DG Environment; Kurt Vandenberghe Director for Climate Action and Resource Efficiency, DG Research and Innovation, European Commission Jamie Butterworth Partner, Circularity Capital Chris Crozier CEO at Kusaga Taka Consulting Rudi Daelmans Manager CSR; Anette Timmer Director Corporate, Communications and CSR, Desso B.V. Edouard de Mautort Bouygues Immobilier, PPP Project Manager Laur Fisher Project Manager, Climate CoLab, MIT Center for Collective Intelligence Vicente Guallart Chief Architect, Barcelona City Council Stefan Heck Consulting Professor, Precourt Institute for Energy, Stanford University Louis Lindenberg Global Packaging Sustainability Director, Unilever Jean-Philippe Hermine Stategic Environmental Planning VP; Laurent Claude Circular Economy Business Developer, Renault Group Paul King Managing Director Sustainability, Lend Lease Europe Jock Martin Head of Integrated Environmental Assessments, EEA Johann
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