Translator: Michele Gianella Auditor: Cristina Bufi-Pöcksteiner
Remember the garbage crisis in Naples in 2008?
Try to go back to that time:
maybe even remember what did the May Day 2008 bridge.
I do not know about you, but I was just in Naples.
It was a wonderful city,
with beautiful monuments and a spectacular blue sky.
And a mountain of waste.
Garbage everywhere: alongside the museum, next to the monuments, even in Capri.
It was an amazing sight: this.
(Music) (Video)
In 2008, for some time,
I tried to create my own business idea
that I gratificasse
and I could gratify the future as a profession.
I then did the consultant:
supportavo companies
in innovation activities and organizational change;
But helping others,
and make things happen for others,
They made me feel a gregarious
and not the protagonist of my professional life.
I do not know about you, but I believe in those subtle signals
I’m not the case, but they are absolutely your destiny.
And so,
in front of that incredible vision of culture, beauty and waste,
the idea was born absolutely clearly and loudly:
I realized design objects, of “objects Made in Italy” high-end,
but with recycled materials!
Of course,
but only a fool can imagine thinking
to unite fashion and design with waste.
Luckily my surname – Pazzi –
He helped me keep this vision and believe in it,
even at a time where, in reality, the waste was a problem, a cost,
and they had not yet seen as a business opportunity.
You should know that Italy was paying other companies and other countries,
especially in Northern Europe,
to transfer to them our waste and to dispose of them.
For us it was a cost:
for these markets and these nations had a double opportunity
because on one hand they received money from us,
and on the other they received them,
because they transformed our waste into energy,
and so they could sell the energy.
That had already turned an economy in these countries
It called circular economy.
It is a revolution, therefore, economic
in the management and processing of waste.
Of course, in Italy even these did not exist.
What is the circular economy?
It’s really a change of mindset.
It starts from a linear economy model,
typically where a product is produced, used and then thrown away.
In fact, in this way, we only generate waste,
and then generate a problem,
that our planet is no longer able to support.
On the contrary, the circular economy is based on a concept
engineering and product afterthought,
where every product, once satisfied a need,
can become something else, you can change function,
have a new life, better than the previous,
and not [be] more, then, a rejection.
So it’s a new paradigm,
where they use words such as reuse, recycling, recovery.
As for example these products,
which they are made from the processing of interior panels of refrigerators
and the coffee machine cups.
This is the paradigm of circular economy,
that is quite different from the economy linear,
Also in its results, as you can see at the bottom.
I want to bring a few numbers: us in the world we are seven billion.
Three of those living in urban areas,
and produce 1.5 billion tons per year of solid waste.
It is estimated that in 2025 this waste will become 2.2 billion.
I do not want to scare you,
but these are the waste degradation times, in terms of years.
You keep in mind
that in the world there are the floating islands of rubbish.
They are five, in the oceans,
the largest of which is in the Pacific Ocean in the north.
It is almost as big as the United States.
No one recognizes as its own these wastes,
and as such, no state is concerned, or whatever, is engaged
to ensure that these wastes are cleaned.
At this point we have created a project:
we decided to turn into gold, what would otherwise be waste,
and he was born a mantra, which is to transform waste into beauty,
because there is no antithesis
between beauty, functionality and eco-compatibility.
Because we believe that the market, the consumer society,
can come something beautiful and absolutely compatible
with a function and with an aesthetic linked to sustainability.
To do so we have created a world where we combined various skills:
productive nature of skills, creative.
We ensured that these people should meet
and they found a fertile environment, in order to carry out these projects.
It’s amazing to think that the international designers
They have agreed, from the beginning, to join this project
and even more by accepting a very important challenge
because you see these materials, which are part of our materials library,
They are materials that they did not know, and neither do we knew them.
Especially in terms of workability of these materials.
So we get help from the Politecnico di Torino
and Matrec, which is a search portal of recycled materials,
to get to create a materials library,
a collection of recycled materials,
obviously also cards and samples with attachment.
It was of course a process that started almost 10 years ago,
but which still continues
because for us it is a constant experimentation,
to realize these products in the regeneration of waste.
Obviously, it is crucial for us the process of transformation,
because it is technologically advanced and innovative.
What interests us
It is that these materials have a quality equal to that of virgin raw materials,
an aesthetic of course appealing and above all an economic sustainability.
This is absolutely a major challenge
because they are a series of filters that lead course, often,
to undertake the roads, which then lead nowhere.
For example, we realize this tray with 100 cans,
rather than with bonded leather, folded like a origmani,
This paper bin.
They are small beauties – little poems, sorry, beauty –
related to sustainability and the residues.
Absolutely products, where “good” is combined with “sustainability”
and where luxury can possibly be compatible
with these terms of eco-sustainability.
In my journey I was inspired by a number of people,
for their charisma and their strength
They had the ability to turn very strong debates on these issues
obviously taking advantage of their fame and public presence.
A person is Livia, wife of Colin Firth,
that for more than a decade is a champion of a commitment
linked to respect for man and the environment.
Constantly her complaint to the public
of unethical behavior,
typically in fashion and fast fashion.
As well as the challenge of the movie stars and fashion
with his project of Green Carpet Challenge
using ethical clothing, and ethical clothing,
in most social events, as well as the Oscars.
Ellen McArthur is a girl who grew up in the English countryside
and he had dreams of becoming a sailor, far from the sea.
But she has done it better than anyone else
because in 2005 she has broken the record
the circumnavigation of the globe solo,
and, of course, this success gave her international fame.
Notoriety who decided in 2010 to use
to face a new challenge:
She has created a foundation,
He has assembled the industry and education
and it has meant that there was very strong acceleration,
in the transition from a linear economy circular.
Obviously it is an economy that absolutely brings only advantages
in the transformation of materials, sustainable energy,
and therefore a positive impact in the economy.
Keep in mind that the European Commission
It has calculated that in the future there may be 580,000 new jobs,
if you adopt these policies,
with annual savings for European companies
72 billion euro.
They are much money, of course tied to a more responsible consumption,
but also a more efficient use of materials.
It is clear that at this point, for me, the dream has changed dramatically.
Not as good as Ellen, in the surf lonely,
but certainly mine was traveling solo.
Finally, a new challenge has arrived:
the ability to involve other companies, a system
and then create a portal,
where companies may be interested
to apply these concepts of circular economy,
and realize, for example, a portfolio like this,
that was born from the recovery of the suits of the moto gp riders.
Of course the challenge is great: it is very important,
because the circular economy asks so much, to companies.
But it also gives, so.
He asks so much because companies
They should rethink its business model,
have to redesign products,
think in terms of greater efficiency,
costs, energy costs and other items
which, of course, involving all business areas:
production, marketing, logistics.
It is a very big change.
On the other hand,
the circular economy also gives much,
in terms of competitiveness, reputation and even turnover.
This is because to redesign their products right from the start
naturally leads to rethink
and to have a competitive advantage over other companies.
It is also true that, for example,
in the moment in which it optimizes its production cycle
They can have huge savings in terms of efficiency,
but also dictated precisely by the use of sustainable energy
that port is at a lower cost in terms of energy saving,
but also to use, in fact, alternative energy.
Not least the fact
no longer have to spend some money to dispose of their waste
but, in fact, can even give new resources and then new value.
These are fundamental elements,
not enough research materials, like we did,
but for us, for example, it includes the redesign,
and I want to repeat
because, for example, this bracelet is made with buttons 270
but it is not simply just recycled: it is also recyclable,
because being monomaterico
I can throw it in the plastic bell
and as such can relive in another way.
This is just one example:
every business will obviously evaluate their reality.
But the important thing is to take into account
it is unthinkable that a company is not involved in this change,
because change is already underway, it is irreversible
and it is absolutely faster and faster.
You can choose to take the opportunity
and turn it into a critical factor in personal success, business;
or be led economy circular
and adapt, to survive on the market.
It is clear that everyone plays their own game:
But it is unavoidable,
and therefore must, however, take into account that this will happen very quickly.
Now my journey, of course, acquires even greater strength,
because it is no longer just a solo voyage.
I left Naples
with the dream of turning waste into beauty.
Now my dream is to involve other organizations,
because together we can succeed even more, hard and fast,
to ensure that an economy that can bring business,
therefore not only a respect for the planet but also a market opportunity,
can ensure that the protection of the planet
consequently become an even stronger interest still common.
You are ready to make this trip with me?
(Applause)
Remember the garbage crisis in Naples in 2008?
Try to go back to that time:
maybe even remember what did the May Day 2008 bridge.
I do not know about you, but I was just in Naples.
It was a wonderful city,
with beautiful monuments and a spectacular blue sky.
And a mountain of waste.
Garbage everywhere: alongside the museum, next to the monuments, even in Capri.
It was an amazing sight: this.
(Music) (Video)
In 2008, for some time,
I tried to create my own business idea
that I gratificasse
and I could gratify the future as a profession.
I then did the consultant:
supportavo companies
in innovation activities and organizational change;
But helping others,
and make things happen for others,
They made me feel a gregarious
and not the protagonist of my professional life.
I do not know about you, but I believe in those subtle signals
I’m not the case, but they are absolutely your destiny.
And so,
in front of that incredible vision of culture, beauty and waste,
the idea was born absolutely clearly and loudly:
I realized design objects, of “objects Made in Italy” high-end,
but with recycled materials!
Of course,
but only a fool can imagine thinking
to unite fashion and design with waste.
Luckily my surname – Pazzi –
He helped me keep this vision and believe in it,
even at a time where, in reality, the waste was a problem, a cost,
and they had not yet seen as a business opportunity.
You should know that Italy was paying other companies and other countries,
especially in Northern Europe,
to transfer to them our waste and to dispose of them.
For us it was a cost:
for these markets and these nations had a double opportunity
because on one hand they received money from us,
and on the other they received them,
because they transformed our waste into energy,
and so they could sell the energy.
That had already turned an economy in these countries
It called circular economy.
It is a revolution, therefore, economic
in the management and processing of waste.
Of course, in Italy even these did not exist.
What is the circular economy?
It’s really a change of mindset.
It starts from a linear economy model,
typically where a product is produced, used and then thrown away.
In fact, in this way, we only generate waste,
and then generate a problem,
that our planet is no longer able to support.
On the contrary, the circular economy is based on a concept
engineering and product afterthought,
where every product, once satisfied a need,
can become something else, you can change function,
have a new life, better than the previous,
and not [be] more, then, a rejection.
So it’s a new paradigm,
where they use words such as reuse, recycling, recovery.
As for example these products,
which they are made from the processing of interior panels of refrigerators
and the coffee machine cups.
This is the paradigm of circular economy,
that is quite different from the economy linear,
Also in its results, as you can see at the bottom.
I want to bring a few numbers: us in the world we are seven billion.
Three of those living in urban areas,
and produce 1.5 billion tons per year of solid waste.
It is estimated that in 2025 this waste will become 2.2 billion.
I do not want to scare you,
but these are the waste degradation times, in terms of years.
You keep in mind
that in the world there are the floating islands of rubbish.
They are five, in the oceans,
the largest of which is in the Pacific Ocean in the north.
It is almost as big as the United States.
No one recognizes as its own these wastes,
and as such, no state is concerned, or whatever, is engaged
to ensure that these wastes are cleaned.
At this point we have created a project:
we decided to turn into gold, what would otherwise be waste,
and he was born a mantra, which is to transform waste into beauty,
because there is no antithesis
between beauty, functionality and eco-compatibility.
Because we believe that the market, the consumer society,
can come something beautiful and absolutely compatible
with a function and with an aesthetic linked to sustainability.
To do so we have created a world where we combined various skills:
productive nature of skills, creative.
We ensured that these people should meet
and they found a fertile environment, in order to carry out these projects.
It’s amazing to think that the international designers
They have agreed, from the beginning, to join this project
and even more by accepting a very important challenge
because you see these materials, which are part of our materials library,
They are materials that they did not know, and neither do we knew them.
Especially in terms of workability of these materials.
So we get help from the Politecnico di Torino
and Matrec, which is a search portal of recycled materials,
to get to create a materials library,
a collection of recycled materials,
obviously also cards and samples with attachment.
It was of course a process that started almost 10 years ago,
but which still continues
because for us it is a constant experimentation,
to realize these products in the regeneration of waste.
Obviously, it is crucial for us the process of transformation,
because it is technologically advanced and innovative.
What interests us
It is that these materials have a quality equal to that of virgin raw materials,
an aesthetic of course appealing and above all an economic sustainability.
This is absolutely a major challenge
because they are a series of filters that lead course, often,
to undertake the roads, which then lead nowhere.
For example, we realize this tray with 100 cans,
rather than with bonded leather, folded like a origmani,
This paper bin.
They are small beauties – little poems, sorry, beauty –
related to sustainability and the residues.
Absolutely products, where “good” is combined with “sustainability”
and where luxury can possibly be compatible
with these terms of eco-sustainability.
In my journey I was inspired by a number of people,
for their charisma and their strength
They had the ability to turn very strong debates on these issues
obviously taking advantage of their fame and public presence.
A person is Livia, wife of Colin Firth,
that for more than a decade is a champion of a commitment
linked to respect for man and the environment.
Constantly her complaint to the public
of unethical behavior,
typically in fashion and fast fashion.
As well as the challenge of the movie stars and fashion
with his project of Green Carpet Challenge
using ethical clothing, and ethical clothing,
in most social events, as well as the Oscars.
Ellen McArthur is a girl who grew up in the English countryside
and he had dreams of becoming a sailor, far from the sea.
But she has done it better than anyone else
because in 2005 she has broken the record
the circumnavigation of the globe solo,
and, of course, this success gave her international fame.
Notoriety who decided in 2010 to use
to face a new challenge:
She has created a foundation,
He has assembled the industry and education
and it has meant that there was very strong acceleration,
in the transition from a linear economy circular.
Obviously it is an economy that absolutely brings only advantages
in the transformation of materials, sustainable energy,
and therefore a positive impact in the economy.
Keep in mind that the European Commission
It has calculated that in the future there may be 580,000 new jobs,
if you adopt these policies,
with annual savings for European companies
72 billion euro.
They are much money, of course tied to a more responsible consumption,
but also a more efficient use of materials.
It is clear that at this point, for me, the dream has changed dramatically.
Not as good as Ellen, in the surf lonely,
but certainly mine was traveling solo.
Finally, a new challenge has arrived:
the ability to involve other companies, a system
and then create a portal,
where companies may be interested
to apply these concepts of circular economy,
and realize, for example, a portfolio like this,
that was born from the recovery of the suits of the moto gp riders.
Of course the challenge is great: it is very important,
because the circular economy asks so much, to companies.
But it also gives, so.
He asks so much because companies
They should rethink its business model,
have to redesign products,
think in terms of greater efficiency,
costs, energy costs and other items
which, of course, involving all business areas:
production, marketing, logistics.
It is a very big change.
On the other hand,
the circular economy also gives much,
in terms of competitiveness, reputation and even turnover.
This is because to redesign their products right from the start
naturally leads to rethink
and to have a competitive advantage over other companies.
It is also true that, for example,
in the moment in which it optimizes its production cycle
They can have huge savings in terms of efficiency,
but also dictated precisely by the use of sustainable energy
that port is at a lower cost in terms of energy saving,
but also to use, in fact, alternative energy.
Not least the fact
no longer have to spend some money to dispose of their waste
but, in fact, can even give new resources and then new value.
These are fundamental elements,
not enough research materials, like we did,
but for us, for example, it includes the redesign,
and I want to repeat
because, for example, this bracelet is made with buttons 270
but it is not simply just recycled: it is also recyclable,
because being monomaterico
I can throw it in the plastic bell
and as such can relive in another way.
This is just one example:
every business will obviously evaluate their reality.
But the important thing is to take into account
it is unthinkable that a company is not involved in this change,
because change is already underway, it is irreversible
and it is absolutely faster and faster.
You can choose to take the opportunity
and turn it into a critical factor in personal success, business;
or be led economy circular
and adapt, to survive on the market.
It is clear that everyone plays their own game:
But it is unavoidable,
and therefore must, however, take into account that this will happen very quickly.
Now my journey, of course, acquires even greater strength,
because it is no longer just a solo voyage.
I left Naples
with the dream of turning waste into beauty.
Now my dream is to involve other organizations,
because together we can succeed even more, hard and fast,
to ensure that an economy that can bring business,
therefore not only a respect for the planet but also a market opportunity,
can ensure that the protection of the planet
consequently become an even stronger interest still common.
You are ready to make this trip with me?
(Applause)
Please follow and like us: