Onde e quando PCS encontram a
ECONOMIA CIRCULAR?
Weber Amaral, PhDProfessor USP
FGV – Workshop ISE – PCS 19 de novembro 2017
AGENDA
1. Contexto: consumo, equidade, comportamento
2. Fundamentos da EC
3. Aplicação dos fundamentos nos negócios
Desigualdades no mundo
4
Figure: Global income growth that accrued to each decile 1988–2011: 46% of
the total increase went to the top 10%3
There is no getting away from the fact that the big winners in our global
economy are those at the top. Our economic system is heavily skewed in
their favour, and arguably increasingly so. Far from trickling down, income
and wealth are instead being sucked upwards at an alarming rate. Once
there, an ever more elaborate system of tax havens and an industry of
wealth managers ensure that it stays there, far from the reach of ordinary
citizens and their governments. One recent estimate4 is that $7.6 trillion of
individual wealth – more than the combined gross domestic product (GDP)
of the UK and Germany – is currently held offshore.
Figure: The wealth of the richest 62 individuals continues to grow, while that
of the poorest half of the world stagnates5
-
1,000
2,000
3,000
4,000
5,000
6,000
7,000
1 2 3 4 5 6 7 8 9 10
$ b
illio
n (2
00
5 P
PP
)
Global income decile
Global income growth that accrued to each decile 1988-2011
Increase in income 1988-2011 $bn Top 1%
0
500
1000
1500
2000
2500
3000T
ota
l w
ealth $
bn (
Curr
ent F
X, M
oney o
f th
e D
ay)
Wealth of bottom 50% ($bn)
Wealth of richest 62 people (From Forbes, $bn)
$7.6 trillion of individual wealth – more than the combined GDP of the UK and Germany – is currently held offshore.
Sustentabilidade e Economia Circular
O desenvolvimento que procura satisfazer as necessidades da geração atual, sem comprometer a capacidade das gerações futuras de satisfazerem as suas próprias necessidades...
1987
1997
Tempo
2014
Oito materiais são responsáveis por:
Mitigacao de risco
• Steel;• Aluminium;• Plastic;• Cement;• Glass;• Wood;• Primary crops;• Cattle.
• Resource scarcity and fluctuating commodity prices.
• Resource price volatility is the new norm.
“In such a tightly interwoven ecosystem, you can’t focus
exclusively on the customer and your company.
You need value propositions that other
stakeholders can buy into—which vastly
complicates the process of identifying
successful innovations. Of course,
expanding your focus also increases
your opportunity.
Companies that figure out how to manage this complexity
will enjoy a powerful competitive advantage in finding and
selecting innovations.”
Economia Circular
https://www.ellenmacarthurfoundation.org/pt/economia-circular-1/diagrama-sistemico
2. FRAMEWORK
DA EC
Think Chair, Steelcase
Performance Economy – Walter Stahel
Cradle to Cradle – McDonough and Braungart
Natural Capitalism – Amory Lovins
Industrial Ecology – Thomas Graedel
Biomimicry – Janine Benyus
Blue Economy – Gunter Pauli
Title goes hereEconomia circular em uma página (filosofia, design, negocios and governança)
• worldviews matter – how we think and learn
• science sees a world of dynamic non-linear systems (complexity)
• economics reflects science (?)
• everything is “food” (two cycles – technical and biological)
• shift to renewables
• shift from selling goods to services/performance
• rebuild/maintain capital to increase useful flows (upcycle)
• celebrate diversity – look for effectiveness
• prices to reflect full costs to assist markets
• money and finance are endogenous variables
• education and training with a systems perspective
ProcessosRedução de custo
Curto prazoConsumidorShareholder
ProdutoTransações
FornecedoresCompetição
LucroEficiência
EcossistemasGeração de valor
Longo prazoUsuário
StakeholdersSoluções
RelacionamentosParceiros
ColaboraçãoNovos valores
Efetividade sistêmica
“MIND SET” LINEAR “MIND SET” CIRCULAR
+ Industria 4.0
+ Servitização
+ Simbiose Industrial
+ Gestão do Ciclo de Vida
+ Estratégias de Fim de Vida de Produtos
Processos de manufatura: IoT, Industria 4.0 e Serviços
Como medir? Uso dos blocos de construcao da EC e SDGs
Desenho
para
circularidade
Modelos de
Negocios
Ciclosreversos
Condicoes de suporte
Açai: a truly circular example from the Amazon forestsDesign for
Circularity
Business
Models
Reverse
Cycle
Enabling conditions
Usos multiplos
Trabalhoagrícola
Plantio,
cuidados de
culturas
Artesanato e
construção
Indústrias de
cerâmica
Cosméticos
-Cooperativas de processamento e beneficiamento
- Distribuição : atacado, varejo
Manutenção
Reutilização e
redistribuição
Reutilização
Indústria de
alimentos
Materia organica
Matéria-prima
bioquímica (K,
C)
Biogas
Sazonalidade
Variedades
Ecossistemaamazônico (flora, fauna, solo, rio,
clima…)
Avoid
deforestation
Restoring
degraded lands
Harvest
Debulhamento
Ciclo biológico Ciclo técnico
The field landscape, Camille Pissaro, 1890
Towards circular AG models
How to integrate multiplesolutions and technologies?People – Process - Technologies
Water – Food – Fiber – Energy
Integrated value-chains
PSS – Product Service Systems
Ag. Industrial symbiosis
27
Integration and systems efficiency
Soybeans: 34 M haCorn (2 crops): 16 M haSugarcane: 9.5 M haForestry – plantations: 9 M haRice: 2 M ha
Total Ag. Area: 65 M ha230 M ton of grains 16/17Pastures: ca. 170 M ha
28
Managing complex agricultural landscapes:Solving real problems
• Reduce the use of agrochemicals
• Increase life span of parts and machines
• Right incentives for innovation
From selling drones to services: big data, intelligence and solutions
FT Sistemas S.A. Todos os direitos reservados 2016.
Design for
Circularity
Business
Models
Reverse
Cycle
Enabling conditions
Sugarcane Harvest Platforms: 4 blocks of circularity
Project goals:
1. Quality of sugarcane cutting2. Increase the lifespan of knives3. Reduce operational costs
New solutions
• Design of mechanical cutting platforms• Substitution of materials• Knives as a service• Control of reverse logistics
Design for
Circularity
Business
Models
Reverse
Cycle
Enabling conditions
33
A pioneer program:Low Carbon Agriculture – ABC• Lower interest rates• Fast track• Integration annual crops – cattle - forests
Design for
Circularity
Business
Models
Reverse
Cycle
Enabling conditions
NaturalPaper: unbleached paper
Design for
Circularity
Business
Models
Reverse
Cycle
Enabling conditions
Natural Paper: designed for less impact
Papel Branqueado x Natural Paper
Com base na produção de 1000 toneladas de papel
Uso de madeira756 toneladas ou 5460 árvores
Energia5970 milhões de BTUs ou 66 casas
Dióxido de Enxofre (SO2)4942 libras
Gases de efeito estufa375.632 lbs. - CO2 equiv. 34 carros/ano
Óxido de Nitrogênio (NOx)1526 libras
Águas residuais11.352.160 galões ou 17 piscinas
Lixo sólido505.304 libras ou 18 caminhões de lixo
A textile case study: by the largest retail chain in Brazil
Inovaçãonomodelodenegócio
Inovaçãoemmatérias-primas
Inovação
emproduto
Inovação
emprocesso
EconomiaCircular(EC)
Design for
Circularity
Business
Models
Reverse
Cycle
Enabling conditions
CE opportunities in Brazil: The National Confederation of Industry case CNIusing the lenses of innovation and competitiveness
Design for
Circularity
Business
Models
Reverse
Cycle
Enabling conditions
Thus the first and foremost rule of the game that needs to be changed is the shift from "ever lower costs" to "ever higher generation of value" with what is locally available.Gunter Pauli
Eficiência:“fazer as coisas certas”, fazendo mais, + rapido, menor trabalho, energia e custo dos materiais para fazermais
Efetividade:
Otimizar os sistema comoum todo, transformar os
retornos e manter o bem“estar” do sistema - fit
http://ciecircular.com/en/
1o SeminárioBrasileiro de
Economia Circularno AGRO
24 nov
8h -18h
Anf i t eat ro LES
FÓRUM DE CEOS
NOVOS MODELOS DE NEGÓCIOS
WORKSHOP DESIGN THINKING
CAPTURANDO OPORTUNIDADES
PROGRAM AÇÃO
ALGUNS PARTICIPANTES
Marcelo Cesana
fundador e sócio FrootyMarcelo Vieira
presidente Sociedade Rural Brasileira
Alexandre Harkaly
fundador do IBD Certificações
Gustavo Herrmann
diretor da Koppert Brasil
Mark Lyra
CEO da Cosan Biomassa
Real ização:
AGREC
M ais I nf ormações:
agrec.com.br
Top Related