A deep dive into Jules Coignard’s episode on circular economy : Pioneering sustainable business practices.
As an ecosystemic consulting firm that supports companies in their transformation within a warming world, we bring you groundbreaking insights from Jules Coignard, the founder of CIRCUL’R, from the podcast conversation he had with our founder Rija Goldscheider on the essential role of the circular economy in sustainable business practices. His perspective is invaluable for key decision-makers and COMEX members navigating this transformative journey.
The essence of circular economy
Jules initiates the discussion by providing a concise yet powerful definition of the circular economy, framing it as “the intelligent utilization of natural resources to cultivate a waste-free environment.” This definition adeptly encapsulates the dual challenge confronting businesses in the contemporary landscape: the imperative to navigate resource depletion while concurrently mitigating the proliferation of waste. By articulating this fundamental principle, Jules underscores the pressing need for businesses to adopt innovative strategies that promote sustainability and resource efficiency.
Global perspectives & diverse approaches
The interview highlights different approaches to circularity across the globe, emphasizing how it varies from one region to another. During Jules’ global exploration of circular economy solutions (which was foundational in the creation of Circul’R), distinctive practices emerged in each country, highlighting the versatility and universal applicability of the circular model. This discovery tour unveiled numerous innovative approaches to circularity adopted by various nations. Notably, Cuba standed out then as the leader in advanced re-use practices.
Barriers to circular economy adoption
During the discussion, Jules talks about the big challenges businesses encounter when they try to use circular practices. He points out that cultural resistance is a major issue, and it’s crucial for companies to have a strong long-term plan. Jules suggests that businesses need to find and implement ways to overcome these challenges effectively. He recommends focusing on education and training programs to encourage a culture of circular thinking among employees, which can help get everyone on board. Furthermore, Jules highlights the importance of making sure sustainability efforts fit well with the main goals of the business, showing how this can lead to growth and resilience in the long run.
The power of coalitions in circular transformation
A significant focus of the interview is on the power of alliances and coalitions in driving circular economy practices. Jules emphasizes that collaboration (or even “coopetition” as they like to call it at Circul’R) among diverse stakeholders, including competitors, is crucial for the widespread adoption of circular principles. The retail and packaging industries were among the pioneers in embracing the circular economy, necessitating quicker adaptation compared to other sectors. Now, all industries are starting to contemplate their environmental footprints, spurred by a dynamic between private and public players. Media scrutiny and consumer demand have compelled businesses to confront their impacts. However, Jules emphasizes that while it may not be easy, it’s certainly not impossible.
Practical insights & concrete examples
Jules shares practical insights and examples from his experience, highlighting successful collaborations and initiatives. The concept of “Coopetition” mixes competition with teamwork, showcasing how businesses can both compete and collaborate to achieve more. This idea was highlighted during a workshop on sustainability led by ESCP, pointing out the hurdles in forming partnerships, such as cultural differences and historical challenges like the light bulb cartel of the 1920s-30s. To build successful alliances, it’s crucial to establish trust. A report on lasting coalitions by Les Echos and BCG points out that the most effective partnerships are those that have been around the longest. Kalundborg, Denmark, serves as a standout example where local businesses and organizations have come together to champion recycling and sustainability, showing the power of long-term cooperation. He also discusses the importance of eco-design, waste management, and resource optimization in different industries, providing concrete strategies for businesses to implement circular practices. Jule’s talks about the importance of adopting circular economy practices requires a shift in procurement strategies towards sourcing materials and products designed for circularity. This means prioritizing recyclable materials or those made from recycled content and considering leasing or sharing models to minimize waste and enhance resource efficiency.
Conclusion: Circular economy as a business imperative
Jules’ insights affirm that the circular economy is not just an environmental imperative but also a strategic business opportunity. As a firm that values reinvention of business models through a dedicated team, we echo his belief that embracing circular economy principles is crucial for the future of sustainable business. The concept of biomimicry, as experienced by Jules during a visit to a farm in South Africa run by a leading expert in the field, highlights the potential of nature as a model for sustainable practices. This experience underscored the harmony and efficiency found in natural systems, suggesting that human economies could similarly evolve to be more regenerative. The encounter with biomimicry was a source of inspiration for Jules, reinforcing the belief that adopting principles of circularity and regeneration can lead to a sustainable and viable economic model.
We got you covered
At @We Don’t Need Roads, we support your company within your entire sustainable transformation journey. From reduction, to adaptation and, in this case, the reinvention of your business model.
We can specifically support you in assessing, derisking, designing, launching and scaling the most relevant circular solutions for your business, with a holistic view and approach around its 3 fundamental pillars:
OFFER: with a key focus on sourcing and eco-design
DEMAND: exploring the full spectrum of solutions like reuse, functionality or repair.
WASTE MANAGEMENT: designing the right recycling and repurposing strategies, defining the right ecosystem to operationalize them.
