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.

Paraisópolis favela, Morumbi, Sao Paulo

Frank Trentmann, 2016Uma história do cosumo

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.

> O VALOR DOS PRODUTOS BÁSICOS

> INOVAÇÃO Ganhos com sustentabilidade: inovacao

Modelos de negocios com sustentabilidade: PAS

“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

Inovação nos Modelos de Negócios

+ 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

BRANDS AND MULTIPLE USES

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

INTEGRATED

CROP

MONITORING

AND BIOLOGICAL

CONTROL

FT SISTEMAS S/A – ALL RIGHTS RESERVED 2016.

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

Deploying research results to change landscapes

17

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

SDGs, Economia Circular e Setor Textil

Global flows of materials for clothing in 2015 (Work In Progress)

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

O mundo das roupas usadas –4,3 Bi dollars EUA exporta - “Clothing poverty”

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

A USP e a Economia Circular

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

“Paternalismo libertário”

Se X ➔ Y

wana@usp.br