TOWARDS CULTURE CHANGE: Rethinking Used Plastic Bottles.

NB: Solutions herein are drawn from models developed for UN Environment on how to counter plastic bottles pollution. Refer; "PLASTIC BOTTLES: New and Practical Approach Towards Cleaner Environment". Further expounded in Kenya Association of Manufacturers (KAM) presentation.

Problems: 

(a) Plastic bottles ubiquity; pollution due to poor disposal by the consumers/responsible entities. 

(b) Increased plastic consumption as human population increase (9.8 billion by year 2050). 

(c) Plastic bottles are cost in production, subsequently labelled as "disposable" by manufacturers hence promoting a culture of irresponsible disposal by consumers.

(d) Plastic is a recyclable material yet negligible fraction of plastic is recycled.

 Plastic pollution is a global challenge. A lasting solution will be found by attaching definite value to used bottles. Valuation facilitates the convergence of plastic into selected points where they form resources for reuse and recycle. Reversing the rate of pollution will have positive effect on environment, humans, animals and plants.

A major headache faces policy makers globally, as there has been found no sustainable solution to plastic waste menace despite efforts on recycling through re-use to different products and other approaches. Manufacturers of plastic packaging have had limited responsibility once their products have been distributed. Generally, manufactured products become waste after utility. Human beings are universally spread by virtue of numbers and ease of movement hence the wide dispersal of waste in land, oceans and mountains. It is expensive and impossible for a recycling companies to collect all bottles littered all over, for recycle, with limited resources.

Plastic bottles are considered a cost in production hence their value diminish with consumption of product contained. As a result, a terrible culture of 'take, make, dispose' by the manufacturer has been adopted by the consumers in form of 'disposable' containers resulting to serious environmental pollution as end users will always dispose that which has no value. 

This culture must be changed if we are to realize an environment of plastic waste free through a system where collectors are rewarded as polluters lose. Ideally, producers will always own products; they will only sell the utility.

Plastic pollution affects animals and plants worldwide. We are having engagement with private and public institutions that have networks for wider outreach, advocacy and policy formulation capacity.  

From concept proposal, we have been holding engagements with Kenya's Ministry of Environment and Forestry, Kenya Association of Manufacturers (KAM), Kenya Private Sector Alliance (KEPSA) and National Environment Management Authority (NEMA). Internationally we are engaging with UN Environment. 

Through partnerships with such institutions we intend to have engagement with all stakeholders in plastic bottle industry in a mission to attach definite value to plastic bottles. This has a capacity to expand incomes through diversified opportunities as we introduce other value chains (reversed distribution channel; slide no. 17) in a various economic systems thereby facilitating grounds for full utilization of the circular economic model.

A clean environment will be realized by extending responsibility to every level and every individual in supply chain. 

Why is it not possible to find soiled money in the dustbin, drainage systems or on the streets? Simple answer is; a note or a coin never loses value in any state. Likewise, a plastic bottle should never lose value simply because the content has been consumed. This will only be possible if a definite value is known (Ref. Slide no. 18). A consumer is able to claim monetary value from the vendor, who will claim from wholesaler. Wholesaler will claim from product and bottle manufacturer. With plastic bottles back to the source they form accessible resource for reuse and recycle. (Ref: slide no. 21 &22)

NB: Largely, plastics become environmental problem, not at the source (plastic manufacturers) but at the consumer level; hence the need of plastic bottles' convergence.

Culture change; There should be culture change aided by reserve value for used bottles. Reserved value will turn plastic waste into valuable resources. Plastic bottles manufacturers only need to make more durable bottles. The cost of refurbishing used bottles is less than buying new ones hence reduced cost of consumer goods. 

Definite value claim against plastic bottle motivate consumers to move from a 'throw away' to environmental conservative culture. Manufacturers will be selling ONLY THE UTILITY of their products. Ideally, every retail shop becomes a collection point for used plastic bottles; commencing the transit to the producers. (Ref: slide no. 19) 

NB: The solution herein is NOT about recycling, rather it intend to optimize the recycle and reuse process through easy access of centralized raw materials (plastic bottles).

Reserve Valuation model is new in the industry of plastic bottles. It analogous with monetary realm. Use of money as a store of value and medium of exchange date back 40,000 years. Just like other objects money wear out yet we have never had money presenting environmental challenge for all that time! Why? 

In Kenya context (and indeed many jurisdictions) money originate from De La Rue (source) then to Central Bank of Kenya (wholesaler) and distributed to citizens (consumers) through local banks (retailers). After utility mutilated notes and coins are returned to the local banks (retailers) who then return it to central bank (wholesaler) and finally to back to De La Rue (source) for new batch; and the cycle continues. Why is this possible? From institutionally instilled belief system (culture) that money doesn't lose value in spite of the state.

This is exactly value reservation intend to accomplish with realization that plastic waste present real environment challenge globally and its growing and getting more complex. Lasting solution must be found if we are to attain sustainable development.

In instilling the new value system we intend to develop a Mobile App that has, among other features, 

• Map locations of bottle manufacturers and importers (source),
• Codify and indicate the value of different types of bottles, 
• Map and identify closest plastic converging points (retail shops or collection agents)
• Means of payment for value recovery.

We'll also rely on information dispensation platforms such as social media, digital marketing, weblog (blog) to reach as many people as possible.

Value System and Rationality

Plastic bottles are cheaply produced and acquired by product manufacturers hence they are factored as a production cost. Retail price of a product doesn't include the container/wrapping making it valueless after consumption. It's only rational for the consumer to lose objects with no value. Actions by producers cause 'throw-away' inclination by consumers; instilling specific value system among them, with effect of environmental pollution.

Positive sanctions (reward) and Negative sanctions (punishment)

With producers reserving definite value in each bottle, naturally, consumers will be motivated to preserve plastic bottles and subsequently claim monetary value. An individual throwing away plastic bottle lose while the same bottle will present some gain to the collector. Producers, having valuable plastic bottles cause consumers to have conservation culture with effect on clean environment.

In Kenya, a country with human population of about 45.8 million as at 2016, has an annual consumption of about 50 million plastic bottles. Kenya is 580,367 square kilometer in size hence the expected spatial spread of human population. Plastic bottles manufacturers and dealers, however, are in few known locations; mainly in urban centers. By seeking to work with these plastic bottle manufacturers, with the support of relevant institutions charged with policy and legislative formulation and enforcement eg. Ministry of Environment & Forestry and NEMA, we'll have a positive impact in the whole of the country.

The same will be replicated in other countries with UN Environment partnership. Indeed plastic waste affects every one globally. The intention is to benefit global population within the next five years.

Our major goal is on culture change among human population (consumers) by the way of a reward system. To effectively perform that task requires partnership with more local and international institutions with mandate in environment matters.

• Beside normal distribution channels (which are economically rewarding) Value reservation (Ref: slide no. 18) we'll create a Value claim channels/ Reversed distribution channels(Ref: slide no. 16,17,21 & 22) which will also be economically rewarding thereby creating new income generating opportunities in a given economic setup.
• Cleaning the environment by extending responsibility to every level in supply chain.
• Safeguarding manufacturers’ investments and job security to employees.
• Facilitating grounds for full utilization of the circular economic model pertaining to every type of waste.

• Many player in the plastic industry don't welcome change. There is fear of industry disruption under the veil of 'protecting jobs'. 
• 'Red tape' tendency in private and public institutions thereby slowing the rate of positive change. 
• Insufficient legal framework to facilitate the changes. 
• Resistance by consumers to change.

Valuation model is designed to protect manufacturers, wholesalers and retailers. Indeed they gain by reserving value (refer slide no. 18). With manufacturers having used plastic bottles at their disposal, they can; (i) refurbish them, which is cheaper than making new ones, thereby increasing their sales margins, (ii) they can sell to recycling industry hence increasing their revenue streams besides promoting recycling industry's growth.

We intend to partner with more institutions for faster dispensation of the model. Having more engagement with government ministries and agencies (as policy makers) we will have better legal framework to implement the change.

To instill culture change we'll employ positive and negative sanctions to end-users' different products.

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Personnel: 2

1) Mr Njogu John Wachira) is a Bachelor of Arts (Geography and Sociology) degree holder from University of Nairobi. He is well versed in, among others, fields of Climatology, Industrial & Economic Geography, Hydrology, Remote Sensing & GIS and Sociological Theories.

He has six month working experience in a hospital environment (The Nairobi Hospital). Further, he has nine years of experience in financial sector having worked in credit management in one of the biggest bank in Kenya (Equity Bank (K) Ltd), rising to a post of a Credit Administrator.

2) Mr Theuri Martin Wanjohi is a Bachelor of Science (Mathematics) degree holder from University of Nairobi. He has a Masters degree in Public Policy and Administration from Kenyatta University. Further, he has certification in Investment and Security Analysis. He is well versed in Financial Analysis, Investment Appraisal and Portfolio Management.

He has accomplished consultancy work in, among others, Kenya Climate Innovation Centre (KCIC) and GVEP International in matters of clean energy and funding.

We are engaging local and international institutions like Kenya Private Sector Alliance (KEPSA), Kenya Association of Manufacturers (KAM), Ministry of Environment & Forestry (Kenya) and UN Environment. Our engagement is in consultative basis on, among other issues, policy formulation intended to promote plastic waste management. Partnership in advocacy to players in plastic bottles industry on need to reconfigure their production mode, ultimately replacing wasteful culture with a conservative culture among the population (consumers).

"A healthy planet depends on all of us" - UN Environment

Value reservation's intended impact is culture change; where used (waste) plastic bottles are regarded as valuable resource for reuse and recycle. (Ref. slide no. 24,25,26,27,28,29 & 30 for Value Reservation Model beneficiaries)

By shifting from liner economic model to circular economic model (as clearly demonstrated by slide no. 16 & 17) it is possible to create a new value chain from used plastic bottles, hereinafter referred to as Reversed Distribution Channel, thereby creating an entirely new set of income generating opportunities. 

Through advisory and consultations. We intend to partner with already established governmental and non-governmental/ private institutions to advance our mission. 

The concept of value reservation involve the transformation of a certain shared belief system (take-make-waste). The task of inculcating new system (that promote the notion of waste to wealth) require involvement of more than one individual or institution. 

Solve's support in providing diverse connections and platform for expanding partnerships will provide ideal ground for widening our outreach. More so, in facilitating our presence in different upcoming conferences and workshops in a bid to advance the models. General Assembly of United Nations, on its 73rd session, provides such an ideal platform to discuss and share ideas on reduction of environmental pollution. It provide an ideal opportunity for interaction with Heads of governments, governments' representatives and other institutions that has direct or indirect mandate on environmental issues. In that regard we seek to enlist Solve's facilitation through its various connections.

With a million plastic bottles production per minute; of which 91% won't be recycled, we MUST ACT quickly through every feasible means.

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UN Environment (UNEP), Government Ministries and agencies mandated with environment matter and other local and international institutions with mandate on environmental conservation. Noting that plastic pollution is a global challenge, partnership with any like-minded institution in terms of scope and objectives will be highly desirable. 

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Practicability, hence 100% success in curbing of used plastic bottle pollution, is largely a culture change mission in the field of waste management hence a lot of advocacy is required through conferences, workshops and other fora whose agenda is, but not limited to, climate change, environmental conservation and circular economy. Any form of facility thereof, in terms of transport, publication of relevant material and other expenses will be crucial. 

GM Price will also facilitate a pilot project with a local stakeholder in plastic bottle industry.

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