Imaginem as capas de jornais e a verborreia dos políticos acerca das preocupações ambientais.
Agora, vejam a capa do JN de segunda-feira passada:
Outra incoerência é a de muitas empresas com grandes tiradas sobre o ambiente, mas que não vêem o quanto essas tiradas minam o modelo de negócio em que assentam. Recordo do Verão de 2019 a conversa da Inditex... Como é que o fast-fashion pode ser amigo do ambiente?
No entanto, não são só as multinacionais. Também as PMEs procuram rótulos ambientais, mas poucas pensam nas implicações do movimento que ajudam a reforçar. Há dias escrevi sobre a minha visão para a Fase IV. Penso que essa visão é mais consentânea com uma maior preocupação ambiental.
Entretanto, leio "The future of footwear is circular" e pergunto-me: quantas empresas de calçado pensam nisto? Faz-me lembrar as pessoas que se manifestam contra o consumismo e, depois, perdem o seu emprego baseado na produção para satisfazer esse consumismo.
"There are many reasons to focus on circularity, but there are a few astounding stats that urge the need for change. First, the fashion industry is recycling less than 1% of all products into new items, all while using 98 million metric tons of nonrenewable resources (such as oil and plastic) each year, according to a report published by the Ellen MacArthur Foundation. Those numbers are staggering. The second fact illustrates the opportunity with circularity: If you extend the life of a product by just 9 months, you can reduce its waste, carbon, and water footprint by a combined 20 to 30%. [Moi ici: E qual o impacte disto no número de empregos? É como querer a transição energérica, mas não querer despedimentos na refinaria de Leça] But to realize the potential of circularity and reduce the footprint of footwear, we’ll need to take some big steps....shoe production accounts for one-fifth of the fashion industry’s environmental impact and generates 1.4% of global carbon emissions. While a handful of other shoe brands have announced the development of a circular product or their efforts working toward circularity, there really aren’t circular solutions for the footwear industry at large. That’s mainly because circularity in footwear has proven to be elusive and complex.Unlike apparel, shoes are typically made from a variety of different materials engineered to stick together, making them near impossible to disassemble. To put it into perspective, a cotton T-shirt is made of one type of fiber, which can easily be recycled. On average, a sneaker can be made of 30 individual materials, and a hiking boot may require 100 materials. The more complex the shoe construction is, the more difficult it is to disassemble and recycle its components. Because of this, the unfortunate reality is that the vast majority of footwear ends up in landfills. So the first step in tackling all of this waste is producing shoes with fewer materials and designing for disassembly, making them more viable for end-of-wear recycling."
Que modelos de negócio vão emergir desta combinação com o ambiente sem o fast-fashion?
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