Anne-France Kennedy E: afbk@betschkennedy @ Animache

1. Research Seminar - BBK – Management Studies - Circular Economy & Social NormsEmpirical Perspective in the view of conducting Academic Research Anne-France Kennedy E: afbk@betschkennedy.com @Animache April 29, 2016

2. Our journey this evening Why this research on Circular Economy & Social norms?

3. Our journey this evening Why this research on Circular Economy & Social norms? What is it about?

4. Our journey this evening Why this research on Circular Economy & Social norms? What is it about? How to go about it? Notes: From Simon Sinek How great leaders inspire action Ted Talk – May 2010

5. Our journey this evening Why this research on Circular Economy & Social norms? What is it about? How to go about it? My aim: Sharing your views and experience on the what and How? Notes: From Simon Sinek How great leaders inspire action Ted Talk – May 2010

6. Our respective Expectations What I would like to get out of our collective session this evening?

7. Our respective Expectations What I would like to get out of our collective session this evening? What would you like to get our of this discussion?

8. Why am I here today?

9. Professional Activities : New Ventures Business Eco-system Energy Efficiency Digital Solutions WhereExecutives & Entrepreneurs thrive

10. Why this research ? Find a route to establishing organic sustainable growth for the benefits of People, Planet and Business (not profit)

11. Inspired by qualitative research on CSR Corporate Social Entrepreneurship: “the ways in which individuals both limit organisational misdemeanours and champion social agenda in the context of profit making” CSR = motivated by an altruistic impulse driven by managers’ personal values, in addition to the more obvious economic and macro political drivers for CSR

12. What? https://www.weforum.org/pages/circular-economy-videos

13. Circular Economy: Complex but holistic

14. Benefits of the Circular Economy Growing influence from: William McDonough (US architect), Michael Braungart (German Chemist) - 2002 Cradle to Cradle – Remaking the Way we make things Biological nutrients = materials that can re-enter the environment Technical nutrients = materials that remain within closed-loop industrial cycles

15. Benefits of the Circular Economy Changing the fundamentals of businesses: “How much can I get for How little I give”?

16. Benefits of the Circular Economy Changing the fundamentals of businesses: “How much can I get for How little I give”? to “How much can we give for all that we get”?

17. Circular Economy: Active actors in the U.K • Wrap: Waste & Resources Action Programme • Tackling specific industries • Food and Drinks • Clothing and textile • Electricals and Electronics • To target: 25% of UK Carbon footprint, 80% of UK water footprint, 40% of UK household waste Ellen Macarthur Foundation

18. The “Narrative” on Circular Economy Creating Advantage in a Circular Economy, prove this model offers a way forward out of the limits of our “Take, make and dispose” system and create a sense of urgency as to why businesses need to start – today – to re-perceive their own business models through the lens of the Circular Economy Sir Ian Cheshire – Former Group CEO, Kingsfisher plc – January 2015 Senior Independent Director at Whitbread

19. More supportive Managerial Environment Better Business for Better Society

20. Supportive Innovative trends

21. Sharing or Collective Economy

22. Sharing or Collective Economy BlaBla Car BlaBla Car

23. Circular Economy – Reflections 1. Still a specialist, niche, concept (for those who are “In the Zone”)

24. Circular Economy – Reflections 1. Still a specialist, niche, concept (for those who are “In the Zone”) 2. Narrative to scalability perceived as limited to technology issues

25. Circular Economy – Reflections 1. Still a specialist, niche, concept (for those who are “In the Zone”) 2. Narrative to scalability perceived as limited to technology issues 3. Still operationally limited to “good management practices”

26. Circular Economy – Reflections 1. Still a specialist, niche, concept (for those who are “In the Zone”) 2. Narrative to scalability perceived as limited to technology issues 3. Still operationally limited to “good management practices” 4. A jump in the unknown

27. Circular Economy – Reflections Is promoted and limited to key individuals who are

28. Circular Economy – Reflections “We expect that a generation of young people who increasingly prefer access to ownership get older” (Waste to Wealth, p114)

29. Circular Economy – Reflections “We expect that a generation of young people who increasingly prefer access to ownership get older” (Waste to Wealth, p114)

30. A Social Dilemma

31. How to solve the Social Dilemma? “The problem is still that people think it is an ethical or social think to concentrate on the circular economy but it is not about ethical responsibilities. It’s about business responsibility.” Dr Michael Braungart, Nov 2013

32. From Why to How? Why? Find the route to establishing organic sustainable growth for the benefits of People, Planet and Business (not profit)

33. From Why to How? Why? Find the route to establishing organic sustainable growth for the benefits of People, Planet and Business (not profit) What? The Circular Economy

34. From Why to How? Why? Find the route to establishing organic sustainable growth for the benefits of People, Planet and Business (not profit) What? The Circular Economy How? Solving the Social Dilemma

35. Is it about Trust?

36. Is it about Social Norms?

37. Or something else?

38. Attendees contribution How could we solve the Social Dilemma? Trust? Social Norms? Anything else?

39. Social norms: Introduction • “Rules and standards that are understood by members of a group • and that guide and/or constraint social behaviour • without the force of law” • (Cialdini and Trost 1998, 152)

40. Social norms: Introduction • 2 main characteristics • Need to be shared by others and need to be communicated to all the members of the group • Derive from social interactions hence their violation will be punished not through the law but through social sanctions

41. Social norms: Introduction • 2 main characteristics • Need to be shared by others and need to be communicated to all the members of the group • Derive from social interactions hence their violation will be punished not through the law but through social sanctions • Can be • Descriptive • Prescriptive • Subjective • (Coleman, 1990) Microfinance Village bank

42. Social norms: Connecting the dots Social Capital

43. Social norms: Connecting the dots Social Capital Community Governance

44. Social norms: Connecting the dots Social Capital Community Governance Social Cohesion

45. Social norms: Connecting the dots Social Capital Community Governance Social Cohesion Informal Institutions

46. Social norms: Connecting the dots Social Capital Community Governance Social Cohesion Informal Institutions CPR management = Common Property Ressources “Trust and a shared willingness to live by norms are key factors determining how efficiently common property ressources are used” (Bulte and Horan, Identities in the Commons: The Dynamics of Norms and Social Capital, 2010)

47. Social norms: Connecting the dots Social Capital Community Governance Social Cohesion Informal Institutions CPR management = Common Property Ressources “Trust and a shared willingness to live by norms are key factors determining how efficiently common property ressources are used” (Bulte and Horan, Identities in the Commons: The Dynamics of Norms and Social Capital, 2010) Cultures: More or less trustworthy /Individualistic vs Collectivistic

48. Social norms: Connecting the dots Social Capital Community Governance Social Cohesion Informal Institutions CPR management = Common Property Ressources “Trust and a shared willingness to live by norms are key factors determining how efficiently common property ressources are used” (Bulte and Horan, Identities in the Commons: The Dynamics of Norms and Social Capital, 2010) Cultures: More or less trustworthy /Individualistic vs Collectivistic Personal Values: Personal values are based on the notion that people have an intrinsic motivation to behave cooperatively by following “moral” or “social norms” (Dowell et al, 1998. Lindbeck 1997) Ethics

49. Social norms: Connecting the dots “Why do people forego private gains for the public good?” “Why would people forego private gains for the public good?”

50. Existing Social norms: not ready to support a functioning Circular Economy FlooW2 – B2B Sharing platform for construction equipment (diggers, tractors etc..) Kim Tjoa Founder: “the main barrier (for FLOOW2) is the required mind-set shift to scale our business. Right now companies See renting out assets to other companies as unfamiliar, as a risk instead of a chance. The opportunities for revenue and Utilization of assets are not recognized enough” (p 89)