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Bootstrap Business: What Is a Circular Economy?
In the 1920s, a group of the largest lightbulb companies from around the world came together and made a plan to sell more lightbulbs: make them worse. The group, called the Phoebus Cartel, decided that their bulbs would last 1,000 hours, much lower than the 2,500 hours the bulbs had lasted before. Customers would then have to buy more bulbs. It was a foolproof plan, except for being unethical and shortsighted. The Phoebus Cartel shows the problems with a traditional linear economy that a circular economy solves. In a circular economy, the point is to look past sheer profit or growth and consider a sustainable future with wider social benefits.
Enso – circular economy tyres for electric cars –
A couple of months ago I wrote about the roadside pollution from electric cars – the particles from tyres and brakes. In the UK, non-tailpipe emissions are around 8% of air pollution, so it’s not a huge contributor to the problem. But due to the weight of their batteries, electric vehicles may produce more tyre particles than fossil fuel vehicles, and so it may be a more significant source of pollution in future. If we want electric cars to live up to the ‘zero emissions’ labels that many of them already boast, we’re going to need better tyres. Particles from tyres also enter watercourses and are a significant contributor to ocean pollution, giving us a second reason to pay attention to this more or less invisible environmental problem. Enso is a start-up that is developing tyres specifically for electric cars – the first to do so that I’m aware of, and potentially ahead of a rush in that direction. That means they will be designing for efficiency, in order to maximise range. They’re also working on durability, and a cleaner, lower carbon tyre.
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