As we have moved to virtual briefings, I have increasingly been excerpting short video segments (with permission ) as part of my Analyst Cam series.
This time it is Wilhelm Myrer, Founder and CEO of Empower.eco, an Oslo, Norway based startup. Empower is the last in the Sustainability cohort introduced to me by SAP.iO Foundries, which represent SAP’s startup programs, including accelerators, that enable startups that can deliver value to SAP customers (see their presentation here ).
The US EPA defines a circular economy as one which “reduces material use, redesigns materials to be less resource intensive, and recaptures “waste” as a resource to manufacture new materials and products.”
In many ways, Norway, and Scandinavia broadly, epitomize the growing focus on the circular economy. Norway has an incredibly effective plastic exchange system - 97% of all plastic bottles are recycled, while most countries around the world barely get to 10%. Norwegian company, Tomra, has since inception in 1972, become an icon for the circular economy with its reverse vending machines which collect bottles and cans from consumers. Mark Brewer of IFS had described them here https://bit.ly/2KvjkXg
Wilhelm describes the basic principle which works for Tomra and Norway – reward consumers for each bottle returned with cash or credits and businesses with tax and other incentives. Enpower is helping companies digitize the flow from consumer through the recycling ecosystem using blockchain technology, providing detailed traceability, accountability, metrics and "product passports" along the way. The traceability is showing up in interesting ways to delight customers - he tells the example of how seats from a soccer stadium in Spain are being recycled and the end products will allow consumers to proudly brag about that origin.
While the major focus is on plastics, the concept can be applied to paper, glass, metals and so many other materials.
Very inspirational conversation below.
