VTT Growth Lab on Resource Sufficiency, 27 Nov 2018, presentation by Oskar Korkman, Alice Labs

1. How to create a
pull in the
consumer market
for circularity?
Founder, Alice Labs Oy
www.alice-labs.com

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CONSUMERS
NOT
INTERESTED
BRANDS NOT
MOVING FAST
ENOUGH
OR

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5
95%
I prefer to buy products from brands
that behave ethically / 18-24’s in China
Strongly Agree
Source: Alice Labs, 2017 China
I feel strongly that companies should
help improve the environment
Source: Nielsen Sustainability Report
2018
81%

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OUR CURIOSITY TOOK US ON A VOYAGE OF
DISCOVERY:
50 LEADING EDGE CONSUMERS IN 4 CITIES
300 HOURS OF FACE TO FACE TIME
4 200 QUESTIONNAIRES COMPLETED IN 7
COUNTRIES

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NOVELTY STABILITY
SELF COLLECTIVE

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oskar.korkman@gmail.com8

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oskar.korkman@gmail.com9
New has been # 1
marketing slogan
for the last 40 years

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1. Familiar product
2. Perfect product
3. Flexible product
4. Pleasurable and
responsible products

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Familiar products: The opportunity to extend the
life cycle of products by bringing augmenting
products, changing, repairing and improving.

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Perfect product: Sustainable materials are a part of
a narrative of products that are made with care. A
perfect product is intentional and the customer
appreciates the process behind it.

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Flexible products: Create more with the
same resources, enable mobility and
“lightness”

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Pleasurable engagement: The opportunity to
introduce guilt free pleasure and style to a consumer
who has come to expect only austerity from
responsible consumption.

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16. #1 Leading edge as a target, not idealists
#2 Think aspiration, not restraints
#3 Use tensions: new & old, self & collective
#4 Create trust through transparency
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17. Thank you!
oskar.korkman@alice-labs.com
https://www.linkedin.com/in/oskar-korkman-01b38/