A conversation about circularity with Jim Goddin

A conversation about circularity with Jim Goddin

We chatted to thinkstep-anz’s Head of Circular Economy and international circular economy expert, Jim Goddin ahead of his move down under from the UK. He shares his thoughts about the circular economy, from the often neglected ‘economy’ in circular economy, to the fundamental shift needed in our material markers of success.

In his new role, Jim draws on experience gained from many years of working alongside the Ellen MacArthur Foundation, a leading circular economy organisation. The Chartered Engineer and Chartered Environmentalist has also worked in additive manufacturing, composites, nanomaterials, advanced metallurgy, and computational materials science, among others.

 

Do governments or businesses have a greater role to play as drivers of the circular economy?

Fundamentally, the circular economy (CE) is a systems-based approach — it touches on the whole system so everyone has a role to play. Businesses produce the things we buy today, many of which can be made more circular or be replaced by services. Governments can provide the right incentives and set regulations and targets that encourage the adoption of models that aren’t tied to the outdated linear way of thinking.

 
How does the individual come into this picture?

We as consumers have power in what we choose to buy. We are starting to see a seismic shift in what people actually want. For years we’ve been attempting to buy our way to happiness, it’s always just that one purchase away, but each time we get there, there’s something else.

A scenario I often present at circular economy events is: imagine you couldn’t demonstrate your success in life through consumer purchases. What other markers of success would replace those material markers of success — the new car, suit, or phone? To me, this question sits at the root of moving away from a linear model of consumption and towards the circular economy. As individuals, we need to move towards entirely new ways of conceptualising what it means to be successful.

People’s responses to that question tend to be driven by a desire to spend more time with family and contribute to their community, reduce the amount of stuff they need to look after, and be more financially secure.

We could enable these types of aspirations by choosing not to purchase what we don’t need, deciding to lease or rent products instead of owning them, or buying products that will last and can be reused. These are all core components of the circular economy.

 

What are the key elements required for a successful transition to a circular model?

There needs to be a willingness to step back and ask the right questions; to reconsider the whole system. If we can design our systems to be circular and we can understand the benefits — not just over the short-term but also over the long-term — then we have a much better chance of designing in circularity and creating business resilience where needed.

We must pursue the circular model as a means to separate economic growth from material extraction — achieving economic, environmental, and social benefits. We need to embed circularity in the early stages of the design process because about 80% of a product’s impacts are locked in at the design stage. Once we get past that stage it gets harder and more expensive to make the changes needed. This is the reason I’ve spent a lot of the last ten years looking at design tools, embedding things like the Material Circularity Indicator (MCI) into design and procurement processes.

 
You co-authored the MCI methodology with the Ellen MacArthur Foundation. How did that come about?

In 2010, I was fortunate enough to meet the CEO of the Ellen MacArthur Foundation. The outcome of that chance conversation was a collaboration that lasted most of the next decade, with a particular focus on developing metrics for the circular economy including the MCI.

The MCI measures circularity on a scale of 0 to 1, with a score of 1 indicating a fully circular model. If we can put the MCI in front of designers and procurers, they can understand how to use circularity to deliver solutions that generate greater profit and reduce business risk. This also fulfils the environmental and social aspirations of society.

 
There appears to be some confusion around the concepts of Cradle to Cradle and circular economy. How would you define their relationship?

In my opinion, Cradle to Cradle (C2C) remains the benchmark for those who are serious about circular economy. C2C features a holistic approach that looks at circularity as well as material health, and social and environmental performance. It’s a great way to demonstrate that a product has been designed to not just do less bad but to do more good.

From a business perspective, whilst doing more good sounds great, what traditionally follows is ‘how much will it cost?’ So, there is that early need to demonstrate the economic value of a circular model and this is where the circular economy comes in.

 
When did you first become aware of your interest in sustainability?

I was quite young when I developed my passion for sustainability; going to school in Orkney Islands next to what was then Europe’s largest experimental wind turbine played a key role. 

 
Why did you choose to move to New Zealand?

I’ve wanted to return to New Zealand since I was there at the age of 17, so it’s been a long time coming for me.

I’m very diverse in terms of what I do and I like dipping in and out of different subjects, but the circular economy is really my passion. It sits behind and connects all of the areas I cover, and it’s what I want to do for the rest of my career. There is a growing opportunity for the circular economy in Australia and New Zealand — thinkstep-anz are already leading in that space with collaborations with the EPEA and the Cradle to Cradle Products Innovation Institute. So New Zealand is a natural place for me to be.

It is also really important to me to be part of a team that strives for a lasting legacy of a sustainable future. What really struck me about the thinkstep-anz team is the genuine commitment to walk the talk when it comes to delivering sustainability.

 
How do you feel about New Zealand’s approach to circular economy?

What really excites me about New Zealand is the opportunity to adopt a truly intergenerational approach that can overcome the short-term thinking that has driven the wasteful practices of the linear economy.

The Māori concept of kaitiakitanga, the principle of stewardship and guardianship over resources and the natural environment for future generations, is exactly what the circular economy needs. A willingness to think beyond the current generation in circular economy translates to products and systems that are designed to benefit not only the first user, but the next user and the user after that too.

Emotional connections and fond memories are often behind our most valued possessions — the stuff in our home that we care about, can’t let go of, and want to look after and pass on to following generations. The value of the story to us is often more valuable than the object itself. It’s something I believe we need to remember more as we move to a circular economy.

 
What are your interests, outside of the circularity and the sustainability world?

I’m blessed with three amazing daughters, the youngest of whom only joined us early last year. I’ve had a great time being stuck at home with them over lockdown; it’s a fantastic and rare opportunity to get to spend that much time with your kids as a father.

My wife is also a materials engineer like myself, but we manage to keep our conversations on materials separate — she specialised in a different area to me! When we get adult time, I love being outdoors on hikes, at the theatre, or listening to live music. I also spend a lot of time out in the garden where we grow a lot of our own food.

International circular economy expert

James Goddin_square

Jim Goddin has worked alongside the Ellen MacArthur Foundation for much of the past decade leading and co-authoring the widely adopted Material Circularity Indicator methodology. Jim has built and led numerous high-profile research and development programs, working collaboratively with many of the world’s largest technology brands in areas such as additive manufacturing, composites, advanced metallurgy and computational materials science.