127 Yann Toutant: getting started with As-a-Service

Tara Button is the founder and CEO of Buy Me Once, a platform which helps people buy the longest-lasting products on the planet. If you’ve heard me talking about the 3 essential strategies for circular businesses, you’ll know that one of those 3 strategies is Keeping things in use for longer, through durability, repairability and resellability. I get frustrated by how difficult it is to find good examples of companies doing this, and so it was brilliant to discover Buy Me Once, which is all about finding products that meet that criteria and helping people find them. Back in 2015, Tara was a frustrated advertising creative, tasked with increasing the chocolate consumption of children, when the gift of an heirloom cooking pot sparked the idea of Buy Me Once. The platform went spectacularly viral in 2016, allowing Tara to leave Ad Land. Since then, Buy Me Once has partnered with 100s of ethical brands to help consumers buy for the long term, for a wide range of products from kitchenware to bedlinen, home furnishings to electronics, and for clothing. Tara explains what led her to start Buy Me Once, and the ethos underpinning the choice of featured brands and products. We hear what is driving the push for more durable, repairable products, and how the feedback from customers can help brands to improve their products. Tara has also become a disruptive voice, speaking about product durability at events, on TV, podcasts and BBC radio. Tara’s early career in marketing and advertising meant she could unpack the psychology of consumerism, and she has written a very engaging and insightful book on mindful consumption, A Life Less Throwaway, published by Harper Collins. We touch on aspects of what’s in the book, which has some great tips to help us spot the various kinds of marketing tactics before we get sucked into the ‘buy it now’ decision.

Yann Toutant is the founder of Black Winch, which helps businesses understand the opportunities, practicalities and benefits of shifting to ‘as a service’ models, and supports them in making it happen. Yann has been implementing subscription-based models for hardware in the ICT industry for 25 years, including over a decade as CEO of Econocom’s Dutch operations. Today with his own company, Black Winch, Yann Toutant helps CEOs and their teams to focus on the user experience by incorporating all components of an As-A-Service offer into a single in-house comprehensive, scalable subscription model. Yann sees offering a doorway to circular economy as one of the main drivers, making it possible to centralise ownership and to industrialise circularity at scale. We discuss why ‘as a service’ is becoming more popular, for business customers as well as for people in general, and then Yann talks about some of the benefits for service-based businesses, and how Black Winch helps its clients take the first, easy steps to ignite that journey. Yann explains how, for some products, ‘as a service’ is likely to exist alongside traditional ownership models, and what he sees as the motivators for that.

Ruth Taylor of the Common Cause Foundation guides us through the field of social psychology, to explore how our personal values drive behaviour, and what that means for sustainability and the circular economy. I recently completed ‘Values 101’, a short course run by the Common Cause Foundation. It opened my eyes to a whole new way of thinking about our behaviour and what motivates our choices, actions and interactions. The course tutors were Ruth and her colleague Tom Crompton, and today, I’m talking to Ruth about some of my main takeaways from the course. The Common Cause Foundation works at the intersection of culture change and human values, and is driven by the belief that it is possible to design societies that magnify and strengthen the cooperative and caring parts of human nature. By doing that together, we can build ways of living that are equitable and just, and lie within our planetary boundaries. The Common Cause Foundation sees Values playing a pivotal role in shaping our cultures and systems. The dominant global culture is out of balance, prioritising extrinsic values such as wealth, power and social status, in a way that has led us to the brink of destruction; with crises of poverty, inequality and climate change. Common Cause Foundation’s work shows that balance can be restored by elevating intrinsic values instead – values like community, creativity and unity with nature. Ruth Taylor has worked in the field of social and environmental change for close to 15 years. She is driven by the question of how more people can be encouraged to think, feel and act differently when it comes to the multiple and interconnected challenges we are experiencing globally. Ruth explains what values mean, and how they impact our daily lives, and we talk about the Perception Gap – the mistaken beliefs we have about other people’s values, and why that matters. We also talk about why we might not always act in line with our values, and how we can overcome that. We explore how engaging certain values could influence more sustainable and circular behaviours, and how it’s relatively easy for people to become interested in topics and actions that have similar underlying principles - for example, being passionate about women’s rights makes it more likely that you’ll be interested in supporting other movements for equality and fairness, both for humans and other-than humans. We find out how values are like muscles, and can be strengthened, and we discover why we misunderstand other people’s values, and how that’s holding back our shift to a circular and regenerative world.

Professor Walter R Stahel, widely acknowledged as a circular economy pioneer, talks about progress, barriers and missed opportunities. Walter is the founder and director of the Product-Life Institute in Switzerland, founded in 1982 and now Europe’s oldest sustainability-based consultancy and think tank. These days, his is a keynote speaker and author on sustainability and circular economy and says he has always been interested in what he does not know. With over 500 publications since 1975, he holds a number of visiting professor and lecturing roles, and a long list of awards and advisory roles, including being a Full Member of the Club of Rome. Walter sees the circular economy as a ‘changer of the globalised industrial game’, creating societal resilience and providing protection against disruptive events. Walter created the idea of the performance economy, as a way of extending the concepts of the circular economy, and says that many of the opportunities are either untapped, or criticised by those who benefit from the Rentier Economy. (If you want to know more about the problems of the rentier economy, have a listen back to ep 119 with Ken Webster.) We talk about the business case for the circular economy, and Walter highlights some of the aspects that are often missed, especially for the future value of materials. We discuss the opportunities offered by platforms, digital twins and passports for products and materials, and why we need better ways to assess the remaining life of expensive products and components. We discuss the need to shift from a mindset of owning to using, and the need to change how we frame things for customers and businesses. Walter describes how we might rethink designs to minimise risks and liabilities, and how caring for our things opens up lots of interesting career opportunities, especially for young people.

Mirella Ferraz is co-founder of Share Shed, the world's first travelling library of things. The Share Shed van visits rural communities, so people can borrow a wide range of useful things, including tools, household appliances, camping and gardening equipment, sewing machines, suitcases and much more! Share Shed aims to • Help people save money, space and resources, and reduce clutter • Build bridges between people’s needs and wants and the resources already available in their community • Support more collaborative and sustainable lifestyles and inspire people to engage in social change Mirella Ferraz has worked for over 10 years at the Network of Wellbeing, which supports Share Shed, and she is proud to set up and run community projects that support the wellbeing of people and the planet. Mirella grew up in Brazil, and currently lives in Devon, UK. We find out how Share Shed works in practice, and how it’s been evolving as it expands to serve more communities – including finding was to make the service more convenient for those who can’t make it to the Shed’s pick up and drop off locations and schedule. Mirella tells us how perceptions and attitudes are changing, too – for a variety of reasons.

We explore why it’s important for business to map, and understand their waste flows: what it is, specifically; where it comes from and goes to; how much there is – and why!; and to understand the opportunities for wasting less and circulating more value. Topolytics is a data analytics business that is making the world’s waste visible, verifiable and valuable. Michael Groves and Fleur Ruckley explain how data analytics, mapping and machine learning can make waste and resource management more transparent, efficient and effective, both commercially and environmentally. Founder and CEO Michael Groves is a geographer with a PhD in aerial and satellite earth observation. Michael has over 20 years’ experience in environmental management and sustainability reporting. Fleur Ruckley is Topolytics’ Head of Implementation, using Topolytics’ WasteMap® platform to generate actionable waste and resources analytics for clients and their supply chains. Fleur has a degree in Natural Sciences and a Masters in Environmental Management, and has worked in the charity, public and private sector supporting organisations, communities and schools to develop and implement sustainable and circular policies and practices. Fleur is a Chartered Waste Manager and is a member of the Circular Economy Steering Group for the Institute for Environmental Management & Assessment. Leveraging Topolytics waste map means companies can identify areas for improvement, such as preventing or reducing the waste or by re-designing processes and products, to support reuse and to achieve more efficient and sustainable outcomes. Mike explains how those sectors with significant waste generation are showing increasing interest in this. Business that understand what materials they produce and consume, can then make better decisions about recovery, reuse and recycling, and Geospatial analysis can help reduce waste by identifying material flow and leakage. Fleur tells us how companies are starting to see the benefits of using data and modeling to reduce waste in their supply chains, with improvements in ESG reporting, supplier management, and overall performance. Mike also highlights the potential for industrial symbiosis, using unwanted materials to create resources for another organisation – in other words, new by-products and value opportunities!

Iain McKechnie of the Advanced Services Group helps clients develop services-led strategies, improving circularity and outcomes for the businesses and their customers. The market for services, including rental, subscriptions and ‘X-as-a-service’ is growing rapidly, both for business to business and business to consumer markets, and services can be a gamechanger for businesses looking to shrink their footprint and adopt circular strategies. It’s all part of a shift from a culture of ‘ownership’ to ‘usership’, with services emerging as a way to provide more convenient, flexible options for customers, avoiding the burden and hassle of ownership. Meanwhile, businesses can benefit from the stability of recurring revenue, predictable income streams and easier financial planning; and improve sustainability by using resources more efficiently. And providing services helps businesses get closer to their customers, with many more opportunities for contact and dialogues, discovering more about what customers value, and how to improve things. The Advanced Services Group are specialists in servitization research and practice, with work that is grounded in the latest academic research, real industry insight, business know-how and experience. The Advanced Services Group helps manufacturing companies and technology innovators on their servitization journey to develop services-led strategies and ultimately transform their business model to compete through advanced services. ASG has worked with over 300 businesses, multinational companies and SMEs to develop their growth strategies through services. Iain tells us a bit about what Advanced Services Group does, and which kind of sectors are starting to move towards service-based models. Iain then explains how companies can transition from selling products, to moving along what ASG calls the 'Services Staircase', developing different kinds of services to create value for their customers. Iain talks about the kind of benefits these companies are seeing – and how this is better for their customers, too. We hear what typically holds companies back from switching to services, and how they might get started. Iain shares a couple of diagrams from the resources on ASG’s website – the Transformation Roadmap and the Services Staircase, and I’ve included links to those in the shownotes.

Claire O’Sullivan and Kitty Wilson Brown are two inspiring people who are passionate about the properties and potential of hemp, especially for textiles. Their journey together led them to found a UK business, Contemporary Hempery. Hemp has amazing potential, for a wide range of products, and it’s brilliant for regenerative farming practices – so why aren’t we doing more with it? It’s useful as a textile, in construction, in food and personal care products, and as an alternative to plastic. But although cultivation is increasing and being encouraged by the European Union, elsewhere it’s a different picture. Kitty and Claire outline some of the uses of hemp across different sectors, about the little-known history of hemp growing in the UK, and some of the ways it was used – many of them absolutely essential to our industrial evolution. We’ll also hear about some of the current issues, in terms of hemp production and processing. Kitty and Claire also share the story of how they came together, the amazing coincidences that sparked their interest and what drove them to start Contemporary Hempery, to embark on this long and complex journey to rescue hemp for regenerative, contemporary textiles.

People’s priorities are changing, as we realise more stuff doesn’t make us happier– so how can businesses thrive by doing better, with less? In this episode, Catherine suggests it’s time to bust one of the myths of the modern economy – people don’t want more and stuff! Priorities are changing, people are realising that more stuff doesn't make us happier. Instead, people are discovering that life is better when we care for, share and treasure our stuff, and what’s more, that’s better for our planet and society. But this presents a big challenge – a paradox – how can businesses succeed without selling more stuff, every year? Many of the Circular Economy Podcast guests are already doing just that, using circular strategies to thrive by doing better with less. You probably already have big questions on this. It feels logical to say that new designs and innovations will always make life better, that people want to keep up with trends and the status that comes from having the latest thing, And of course, that making new products underpins the success of a business ... but Catherine shares research and insights from guests in the last series of podcasts to show why we need to question conventional wisdom, and choose alternative strategies that are fit for the current business landscape.

This is the 2nd part of the conversation with Ken Webster, one of the foremost thinkers in the circular economy field, where we explore concepts for a critical aspect that’s being ignored - the economy itself! In this episode, we go deeper into the possibilities offered by a universal basic dividend, especially as we move to a world where artificial intelligence might completely change the nature of work. Ken mentions his work with Earth4all, supporting the discourse and new thinking marking the 50th anniversary of the Club of Rome's ground-breaking Limits to Growth report. We move on to Ken’s mission to make these concepts easier to grasp and to help people get excited, plus the importance of getting really clear on the core idea, before trying to make this work in practical terms. Ken explains the overlaps between the thinking around circular economy and complex, adaptive systems and highlights some of the glaring faultlines in mainstream economic thinking. That leads us back to the Commons and regenerative and open systems, together with the key questions that should be at the heart of designing circular products, components and materials, And we finish by hearing a bit more about Ken's most recent books, including ABC&D: Creating a Regenerative Circular Economy for All - co-written with Craig Johnson, and his latest book, The Wonderful Circles of Oz: A Circular Economy Story, written with Alex Duff. If you haven’t already, please do listen to the previous episode to hear Ken talk about the Universal Basic Dividend (not Universal Basic Income), and the importance of reviving the concepts of commoning, and the Commons.