We all know that the circular economy proposes a change in the economic paradigm that aims to replace the familiar linear economy, in place to satisfy needs since World War II with the help of advertising and marketing tools.
Now, what is the counterpoint of this consumption promotion? Today we have more information and we understand that the extraction of resources for production within a linear system (production, use, and design) is no longer sustainable.
The principles that govern the circular economy proposal go beyond the concept of recycling.
Principle Number 1: Eliminate Waste and Reduce Pollution through Design
The main thing is to create new business units. It is not only about generating a product with a positive impact but also developing a profitable strategy. In the case of Animaná, a clothing brand with a sustainable purpose, it designed a strategy based on the use of natural fibers, craftsmanship and contemporary design in its value chain.
Principle Number 2: Keep Materials and Products in Use
The scope of the paradigm shift extends to a new consumer mindset. It is not necessary to have the latest model, but rather one that works. In today’s globalized and digitized world, new behavior is created where products can become services. In the case of Animaná, durable and quality products were developed to extend its useful life.
Principle Number 3: Regenerate Natural Systems
Production is approached from an integrated conceptual framework, seeking to build a closed cycle similar to the one that exists in nature – there is no waste, but in each phase the following one is taken into account. Extraction costs can be reduced with a positive impact strategy, as Animaná applies through its alliance with cooperatives, artisans and other local producers using natural fibers.
We are undoubtedly facing a transformation of the industrial sector, but also of our consumption patterns. With a new awareness, we have the possibility of promoting circular actions such as reuse through second-hand sales; or from the producer role, offering repair services to extend the useful life of products, which the company remains the owner of the product and sells the service.
Sources:
Animaná y el sueño de una moda sostenible. Available at: https://animanaonline.com.ar/pages/proyecto-animana-1 [January 24th, 2022]
Curso introducción a la economía circular. La economía circular como un marco integrador. Universidad Politécnica de Madrid. Available at:
https://www.youtube.com/watch?v=KjsOgHR3gMc [January 19th, 2022]