Round-the-world record breaking yachtswoman Dame Ellen MacArthur hung up her sailing boots a decade ago to pursue a calling - promoting and developing a notion called the Circular Economy. It's a simple theory that seeks to redefine the way we think about, interact with and design systems that form the basis of modern life to preserve our finite resources. Clever stuff... We've made content for Ellen's cause since the launch of her Foundation and it continues to be one of our most inspirational projects.
In this 2nd case study for the Ellen MacArthur Foundation, Dame Ellen MacArthur visits global sports giant Nike...
to see how even the largest, most commercially driven companies in the world can embrace the systems thinking concept and make viable products with minimal new raw materials, and employ methods and manufacturing ideas that show 'Cradle to Cradle' design principles to be not only a sustainable theory but in practice a profitable model.
One of the Foundation's earliest tasks, and one which will forever remain, is to explain to as wide an audience as possible the challenges that face our world in the face of diminishing raw material resources, and the solution that systems thinking and the notion of a Circular Economy presents.
To help this mission we created a number of case study films that explore how some companies are already successfully employing these methods - in this first film, Ellen visits UK carpet manufacturer Interface Flor.