Danas je #whitemonday. Ponedeljak pre crnog petka, dan za kružnu potrošnju.

Pokret White Monday (beli ponedeljak) pokrenut je pre dve godine u Švedskoj, a podržava tri modela ka kružnoj potrošnji: ponovna upotreba, popravka, iznajmljivanje. Sva tri vode ka ideji cirkularne ekonomije, a pokret je način da se ovakvi modeli podrže.

CirEko 19-140 Cirkulära Affärer konferens 2019

Osnivač ovog pokreta, Henning Gillberg, objasnio je za Zelene priče ideju koja stoji iza kružne (cirkularne) potrošnje i ekonomije.

“Termin “Kružna ekonomija” možemo podeliti na dva dela; Kružno znači ponovno korišćenje, ekonomija znači transakcija. Da bi ekonomija procvetala, trebaju vam transakcije. Transakije se prave kada se potrošaču svidi produkt/usluga. Kompanije poput “Ebay-a” zarade puno novca time što omogućavaju polovnu kupovinu. “AirBnB” povećava korišćenje apartmana i kuća, što smanjuje potrebu gradnje novih hostela i hotela. “Spotify” i “Netflix” omogućavaju striming koji je potpuno eliminisao potrebu da se bilioni CD-a i DVD-a stvara i dostavlja širom sveta. Hej, lokalni krojači mogu da poprave i izmene odeću, zbog čega novac ostaje u zemlji, a ne ide u inostranstvo. “

On je rekao da je kružna ekonomija budućnost ekonomskog rasta i da su zapravo slabije ekonomski razvijene države na boljem putu jer efikasnije koriste resurse.

“Verujem da su zemlje koje su slabijeg ekonomskog razvoja bolje u ovome od početka, pošto nisu pale u duboku zečiju rupu “linearne ekonomije” i češće su efikasnije sa resursima nego “bogate zemlje” koje mogu da priušte “kupi i baci” životni stil.”

Henning napominje da je važno fokusirati se na proizvodnju kvalitetnih proizvoda koji se mogu popravljati i unapređivati, jer se ekonomski rast dešava kad su procesi produkcije i prodaje efikasni.

Verujem da ljudi postanu dobri u onome na šta se fokusiraju. Ako je fokus na produkciji proizvoda koji su modularni i laki za popravku, onda će postojati biznis oko toga. Bicikli su modularni i samim time možete pronaći servis za bicikl svuda u svetu. Takođe, ako se kompanija oduči za biznis model iznajmljivanja umesto prodaje oni će stvarati proizvode visokog kvaliteta koji traju zauvek, a mogu i da se unaprede.

Primer: “Kompanija prodaje jedan smart telefon za 500€ sada, reklamira i prodaje novi telefon istom korisniku za 3 godine. A možete napraviti i modularan model,  lak za popravku i iznajmite ga za 30€ /mesec dana za 6 godina. Sada ćete zaraditi 2160€ na istoj mušteriji, ali proizvod ćete mu prodati samo jednom. Pošto je produkt modularan, potrošač može lako da unapredi kameru, ekran i bateriju kad god poželi. Ovo će podići prihod firme, ali bez potrebe da napravi potpuno novi proizvod. “

“Ja verujem da su onlajn prodavnice za polovne proizvode, kao npr. “Ebay”, najbolji primer dobrog, kružnog biznis modela. Oni jednostavno zarade deo od svake reklame koje su postavljene za kupovinu polovnog proizvoda.”

Photo: White Monday

Beli ponedeljak nije suštinski potpuna kontra crnog petka, poput “Buy nothing day” pokreta. Radije je drugačiji način posmatranja ekonomije i potrošnje.

“Mi verujem da je konzumerizam dobar, samo želimo da prikažemo alternative linearnoj potrošnji. Koristite polovne proizvode, popravite ono što već imate i iznajmite proizvode koje ćete korisiti samo nekoliko puta.”

Pitanje održivosti: “U proseku samo 9% svih dobra proizvedenih u svetu je napravljeno korišćenjem recikliranog materijala, sve ostalo je izvučeno iz zemlje. Koliko energije i resursa mislite da će biti sačuvano da su  brojevi 50/50? Ako imate probušenu gumu na biciklu, da li kupite novi bicikl ili jednostavno popravite malu rupu na gumi?”

Kako svako od nas može da bude deo ovog pokreta i vodi život koji teži ka cirkularnoj ekonomiji, počevši od svog domaćinstva?

“Budite svesni onoga što već imate. Organizujte svoj ormar, skladište i fioke, primetićete da imate više stvari nego što ste mislili, što će smanjiti nepotrebno korišćenje kod vas.

Pokušajte da stvari koristite dva puta. Jednostavan primer: Ako koristite zadnju stranu A4 papira pre nego što ga izbacite, smanjićete potrošnju papira za 50%.

Udružite se sa komšijom. Pitajte da li možete da pozajmite alatke kada treba da popravite nešto, i ponudite isto njima.”

Ukoliko već živite na ovakav način, uvek možete pronaći još dodatnog prostora za promene, a možete se pridružiti pokretu i uticati na to da što više ljudi počne da živi na ovaj način. To možete učini i kao pojedinac ili kao organizacija/biznis, preko zvaničnog vebsajta.

Intervju: Ena Entina Gucunski
Prevod: Nikola Lekić

English

Today is White Monday. A Monday before Black Friday, a day for circular consumption.

The White Monday movement was founded two years ago in Sweden, and it supports three models for circular consumption: repair, reuse and rent. All three lead to the idea of circular economy and this movement is there to support such models.

Founder of the movement, Henning Gillberg, explained for Zelene priče the idea of circular consumption and economy.

“You can divide the term ”Circular economy” into two parts; Circular means reusing, economy means transactions. To make a economy blossom, you need transactions. Transactions is made if the customer likes the product/service. Companies such as Ebay earns a lot of money by enabling second-hand. AirBnB increases the usage of apartments & houses, which decreases the need of building new hostels & hotels. Spotify & Netflix enables streaming which has completely eliminated the need of producing & shipping billions of CD & DVD’s all over the world. And hey, local tailors can repair & alternate the clothes, which makes the money stay within the country instead of abroad to large. “

He said that circular economy is the future of economic growth and explained how less economically developed countries are on a better pathway because they use resources more efficiently.

“Circular economy is by all means the future for a continuing economic growth, since it only means to be efficient with the recourses that is already at hand. I believe less economical developed countries is better at this from the start, since they never fell to deep into the rabbit hole ”linear economy” and is often more efficient with resources than ”rich counties” that can afford to have a ”buy & throwaway” lifestyle. “

Henning said that it’s significant to focus on producing products of better quality, that can be repaired and enhanced, and that economic growth happens mainly when the production & sales processes are efficient.

“I believe that we humans become good at whatever we focus on. If you focus on creating products that is modular & easy to repair, then there will be businesses around that. Example:Bikes are modular, and therefore you can find bike repair shops all over the world. Also, if companies decides to go for a rental business model instead of selling, they will create high-quality products that will last forever, and easy to upgrade.”


Example: A smartphone produces sells one smartphone for 500€ now, and then try to market and sell a new one to him again in 3 years. Or you create a modular & easy-to-repair model and rent out the same for 30€ /month for 6 years. Now you’ll instead earn 2160€ on the same customer, but only need to sell it to the customer once. Since the product is modular, the customer can easily upgrade the camera, screen & battery whenever he needs to. This will also increase the revenue for the company, but without the need of producing a fully new product. 

“I believe the online marketplaces for second-hand shopping, such as Ebay, is the best example of good, circular business models. They simply earn a cut on every second hand ad that is created.”

White Monday is not the opposite of Black Friday like the “Buy nothing day” is. It is rather a different approach to economy and consumption.

“We believe consumerism is good, we just want to show alternatives to the linear consumption. Consume second hand, repair what you already have & rent products if you only will use them a few times. “

Sustainability question: Only 9% av all the goods that is produced in the world is created by reused material, the rest is extracted from the earth. How much energy & resources do you think we’ll save if the numbers is 50/50 instead? I mean, if you have a flat tire on your bike, do you buy a whole new bike, or can you simply repair the small hole in the tyre? 

How can every individual contribute to circular economy on a micro-level, for example in our own household?

“Figure out and be aware of what you already own. Organize your wardrobe, storages & drawers, you’ll see that you have more stuff than you though, which will decrease unnecessary consumption for you.

Try to use things twice instead. Simple thing: If you always use backside of A4-papers before you throw them away, you’ll decrease your use of paper with 50%.

Collaborate with your neighbors. Ask if you can lend tools from them when you need to fix something, and offer them the same. “

If you already live this way, there is always a chance for more changes and you can also join the movement and influence others to start with this lifestyle. You can join as an individual or organisation/business using the official website.

Interview: Ena Entina Gucunski
Translation: Nikola Lekić

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