Provides access to a washing machine which is based upon the use of this, rather than the traditional ownership model. This shift from use-only from ownership addresses sustainability issues such as reducing the level of waste which may be created by the disposal of the machine or the failure of the owner in getting it repaired.
In addition to this, the monitoring and advice as to how the washing machine, or other household good can be used provides better energy use and lowers any potential emissions (Ellen MacArthur Foundation 2015).
Provides a higher level of access to households who may not be able to afford a high specification washing machine due to the initial costs of these. This addresses societal inequalities.
Supports increased levels of sustainability due to the machine being repaired rather than replaced.
This business model addresses the circular economy in the following areas:
Bundles is able to restore and regenerate the household goods and thus the materials and resources of these remain within its business model (Braungart and McDonough 2009).
It also works with other business partners, such as Miele, which have the opportunity to receive household goods which are no longer being used, and to either provide to other households or to reuse the materials in other washing machines (Ellen MacArthur Foundation 2015).
The circular economy model is also supported by Miele washing machines being 100% recyclable or reusable materials and this demonstrates the need for collaboration between business stakeholders (Geissdoerfer et al 2017; Ellen MacArthur Foundation 2015).
4.3 Objective 3: To evaluate the relationship between Sustainability and the Circular Economy
The relationship between Sustainability and the Circular Economy presented a number of different aspects. Firstly, for advocates of the Circular Economy, such as the Ellen MacArthur Foundation, there is the portrayal of a strong and interdependent relationship between sustainability and the Circular Economy and this is presented through the concept of the Circular Economy and the case studies of the organisations which have, or are trying to, implement these principles (Elllen MacArthur Foundation 2017a). The concept of the circular economy has been actively promoted by the Ellen MacArthur Foundation which has acted as a hub for increased levels of collaboration and information sharing between stakeholders (Elllen MacArthur Foundation 2017a). The foundation has also acted as a hub for examples of good practice and the adaptation and adaptation of Circular Economy principles by a variety of businesses undertaking a variety of approaches (Elllen MacArthur Foundation 2017a).
For some organisations, there are areas of the business where there are higher levels of sustainability and the use of the Circular Economy than others and often this has seen a business undertake a remodelling of its business model (Pauli 2017). For other businesses, there is a model which has been built around the concept for the Circular Economy and Sustainability to directly address the pursuit of a competitive advantage, such as serving an underserved market or ensuring that its resources are reused and thus provide value for both the business and its stakeholders and an example of this can be seen in the case study of Natura Brazil (Elllen MacArthur Foundation 2017aa).
4.1.1 Natura Brazil
Natura Brazil is a large cosmetics company and is reliant upon the biodiversity provided by Brazil’s natural resources (Elllen MacArthur Foundation 2017b). Unfortunately, the demand for agricultural land has created social and environmental harm as large areas of forests are cleared and this has had a negative impact upon the levels of biodiversity; climate change and indigenous people who have been displaced from their lands (Elllen MacArthur Foundation 2017b). To address the risk of the loss of the access to natural reso
