Home The second day of the event was attended by renowned experts, the launch of the 2021 Yearbook and an award for the best cases of internationalization in the converted plastics industry
The second day of the Seminar – one of the five actions of the World Plastic Connection Summit 2021 – featured key presentations that highlighted the importance of disruptive changes, innovation, sustainability, information, and design in the converted plastics industry. Additionally, the 2021 Yearbook of Think Plastic Brazil and the winners of the World Plastic Connection Award 2021 were presented.
The following is a summary of the presentations from the global event.
“Guiltless Plastic” by Rossana and Nicoletta Orlandi
The second day of the Seminar opened with a webinar on the “Guiltless Plastic” project, presented by Italian designers Rossana and Nicoletta Orlandi, who created the movement in 2019, which gave rise to the Plastic Prize, an international award to honor and disseminate good usage practices of plastics worldwide.
“Plastic is one of the most widely used and easiest-to-use tools in the world. Many years ago, when we started working with plastic in design, it was almost impossible to think about recycling. Today, however, we are able to recycle much more. We have a lot of amazing possibilities for using this technology. We took this concept to the whole world, taking this idea of guiltless plastic. We can all use it responsibly,” said Rossana.
According to Nicoletta Orlandi, this desire to transform the idea of the responsible use of plastic into sustainable practices was the motivation for designers from all over the world to participate in the Plastic Prize. “In the first edition of the Plastic Prize, we noticed a massive interest from designers who wished to apply, bringing real prototypes. We received entries from all over the world,” she said.
Some projects awarded in previous editions were shown during the Webinar, such as the one by Tanzanian recyclers who developed structures for building houses made of plastic that are much more resistant than wood, or the project by the Dutch creator Maria Kouck, who, having been diagnosed with breast cancer, made a video explaining the story of her surgery to remove the tumor and wished to collect all the plastic used during the operation that saved her life. “With the prize money, she expanded this project to Argentina,” recalled Nicoletta.
From 2019 to date, the Plastic Prize has received 1,251 entries from 78 countries. The region with the most applications is Europe (70%), followed by Asia (15%), North America (7%), and South America (7%). Africa and Oceania make up just 2% of the total number of entries.
“Brazil has only 4% of enrollments. I would really like to take this opportunity to extend my invitation to South America so that they can submit more projects. It will be an opportunity for them and for the planet,” concluded Nicoletta.
Applications for 2022 are already open on the website www.guiltlessplastic.com and will last until January of next year. Entries will be accepted for projects made with recycled plastic from people and companies all over the world in the categories of Social Media Education, Technology Innovation Projects, and Public and Domestic Furniture Design. Prizes will be up to €10,000.
“Launch of the 2021 Yearbook” by Carlos Moreira
The Think Plastic Brazil Yearbook was released on Wednesday (4). The publication gathers data on the internationalization process and product portfolios of the 130 companies associated with the project. The launch was carried out by Carlos Moreira, Director of Strategy and Project Planning.
“Many times, when we bring together a group of companies and show that we have the magnitude to serve the international market, buyers see us with different eyes,” said Moreira, who sees the Yearbook as a first step towards the creation of an e-commerce platform for member companies of the project.
“First, we ensured the alignment with our associates so that next year we can set out create an e-commerce platform. It will be a major challenge, but we cannot back down now,” explained Moreira.
During the launch speech, the executive shared a number of ideas about the process of internationalization of companies, such as the importance of involving all employees in this process.
“The culture of the internationalization process must involve all internal stakeholders. It is a challenge to think about the development of the strategy and not have an internal alignment,” said Moreira.
Another point mentioned by Carlos was the measurement of this internationalization process. “We at Think Plastic Brazil think about how we can help and one of the first actions we take is to ask the company to fill in an extensive questionnaire, from which we take a series of indicators that show the actions taken by companies, such as investment in innovation, for example,” he reported.
Moreira states that, once it starts, the internationalization process should not be interrupted. “The project culture must not end when an unfavorable situation appears. It is obvious that each company must assess the risks, but the internationalization process is not focused on the short or medium term, but rather the long term,” he emphasized.
Carlos also maintained that internationalization can contribute to the organizational improvement of companies. “A master’s degree professor told me that internationalization is not a panacea. I agreed with him until the moment I came across the situation of companies that did not have internationalization in their strategy. They need, however, to monitor and read what is taking place in the market, accumulating know-how and strengthening themselves. That is when a company begins to have a spirit of internationalization,” he recalled.
At the end of his speech, the director of Think Plastic Brazil recalled the importance of companies being attentive to market signals and, above all, not giving up on seeking the foreign market. “It is no use planning and having everyone aligned but still ignoring the market signals, which change all the time. We should always look for information at all times. […] We cannot give up – we always have to improve our products and eventually [the internationalization process will work],” concluded Carlos Moreira.
“Post-Pandemic Retail Market” by Peter Gianetti
In his webinar “Post-Pandemic Retail Market,” Peter Gianetti, Director of Editorial Content and Education at the International Houseware Association (IHA), offered an overview of the North American public’s consumption habits in the post-pandemic and showed how the retail sector is preparing for this new moment.
According to the expert, the pandemic marked a “boom in the houseware industry” with the sale of more home utensils. “Even before the pandemic, people were remodeling their outdoor areas. With the pandemic and the lockdown, there has been an increase in renovations inside the home, mainly in kitchens, dining rooms, and bathrooms. This trend continued into 2021 and is expected to remain. People want better use of their domestic spaces,” noted Gianetti.
According to Gianetti, this scenario boosted the sale of home appliances, hygiene utensils, and toiletries. “There has been an increase in sales of coffee machines and other beverages, in addition to kitchen utensils, air purifiers, sanitary, and personal care utensils such as massagers and toothbrushes. That is not going to change,” he estimated.
Gianetti maintained that, despite the $4 trillion generated by online commerce, there is still room for brick-and-mortar stores. “We are noticing that there is a fatigue among the public in relation to the online market – they want a more refined experience, go to physical stores, and feel normal again.”
He also notes that the post-pandemic world is leading small and large retail stores to rethink their relationship with the public, with a focus on customer loyalty, improving the shopping experience and transparency in information on the origin of products.
With the crisis in the global supply chain caused by the pandemic, the proximity of important commercial dates such as Black Friday, Thanksgiving and Christmas generates expectations and apprehensions in the retail sector in the United States.
“Projections show that the public should spend 5% more compared to last year. Store owners are worried about not being able to keep up with demand. There are a lot of orders for Black Friday and there are concerns regarding the delivery time”
Gianetti projects challenging times for the North American retail sector. Nevertheless, he believes that this moment could represent a transformation for the domestic appliance industry, at the local and global level, in the long term.
“There will be a lack of products and promotions. There will be a lack of parts for exports, and merchants will be required to focus on acquiring products that sell better. All of these stores will suffer the consequences of issues in the supply chain. In the long term, there will be diversification, China will not cease to be important, but we will also need suppliers in the country itself or in neighboring nations. Do not be surprised if a few dealers flee from ocean freight,” he concluded.
“Plastics for the Agricultural Market” by Anshula Mandaokar
Agribusiness is one of the markets in which converted plastic products are widely used, and during the second day of the World Plastic Connection Seminar, a global study on the use of plastics in agriculture was presented by the research firm Market Research Future, specializing in market studies for the agricultural, and chemical and material industries (where converted plastics are used), as well as healthcare, energy, technology, and information, among others.
The study was presented by Anshula Mandaokar, senior research analyst at Market Research Future, who presented relevant data from the global study on plastic films for agriculture, considering the various uses of the material in different agribusiness needs such as packaging and films for greenhouses, irrigation, and drainage, among other products. The study identified that there is potential for converted plastic products in agriculture to be more sustainable and that innovation in the use of plastic films in greenhouses should have a global impact.
The prospects for the agricultural plastic films market are of growth thanks to new usage demands and innovations for recycling these materials.
For the Brazilian industry of converted plastics for agriculture, the scenario is promising in the development of biodegradable plastics and product releases. The Asia-Pacific region is one of the good regions for Brazilian companies to expand their business.
Anshula Mandaokar also spoke about the importance of information and market research for strategic decision making.
“The Importance of Reconnection in the New Normal” by Alexandre Herchcovitch
Fashion designer Alexandre Herchcovitch, one of the most influential names in Brazilian and international fashion over the past 30 years, was also present with a webinar on his career as a fashion designer, entrepreneur, and creative director, in addition to another mark of his work: the use of different materials, from fabric to plastic.
“I was born in São Paulo. I was initiated into fashion as a child by watching my mother sew indoors. At one point, I asked her to teach me everything, from taking measurements to putting them on the paper pattern, cutting fabrics, and sewing on the machine. I was 11 to 12 years old. I feel like I was privileged because at that age, you do not even think about what you are going to do with your life,” said Herchcovitch.
Over time, Herchcovitch began making his own clothes, as well as clothes for his schoolmates. That is when he realized that his childhood passion could become his profession.
“Before entering college, I started a clothing business. People from my school started ordering clothes from me, and at that point, I understood that my clothes could be marketed. That was really important, because it was something I did not really care about as a child. Then came the first idea of signing these creations. I did not know if I was going to use my own name or if I was going to create a brand. Because my creations were always very personal, they could not have a name other than my own,” he recalled.
From her mother’s clothing to the haute couture circuit, it was like walking down the catwalk. The first fashion shows in Brazil came, followed by contracts with clothing stores in New York and London, at a time when “outsiders did not know that Brazilian stylists could launch fashion.” In a short time, his name was able to reach Japan, where he had a store in Tokyo between 2007 and 2010 and sold his creations in 120 stores in the Asian country.
“When I was invited to open a store in Tokyo and even after the store closed, Japan continued to be a buyer of my design,” said Herchcovitch, who believes in the lack of gender specification in his clothes as one of the factors in the success of their clothes in Japan: “I was wondering why, and I see it is because of the way they express themselves in fashion. They do not really see gender – they wear clothes regardless of the gender for which it was designed,” he said.
In 2008, he sold 70% of the brand that bears his name to the InBrands group, although he never stopped thinking about new ways to deliver his design. He had more than 1,000 licensed products, making collections for different Brazilian brands marketing clothes, shoes, and other products, such as smartphones, bed, bath, and table products, among others. He currently works as a fashion designer and Director of Business Development for the À La Garçonne and ALG brands.
“Today we have the major task of reframing the prêt-à-porter clothing inventory as a partnership with Lacoste, in which we chose a few Lacoste classics such as the polo shirt or the basic shirt and offered our version of what a Lacoste À La Garçonne clothing line would be like, providing another meaning that had to do with our brand for these clothes. With that, we destocked the companies, gave them a new meaning, and attracted new customers,” he explained.
Herchcovitch’s vision of sustainable and inclusive fashion earned him invitations to create designs for other giants, such as the U.S. brand Vans, as well as Brazil’s Hering and Riachuelo chains.
“One of our requirements is that the collection be made for all sizes, that any gender could wear the items, without predetermining whether they are for men or women, and that it would also be suitable for people with reduced mobility. This is a side that we believe in, I always believed in inclusion and the absence of gender. I never created thinking about who would buy it,” he reflected.
Herchcovitch has worked from an early age with different types of materials. “My interest was and still is to build, create, and prepare products, converting specific or non-specific raw materials for fashion. I worked with plastic, rubber, polyurethane, and so on,” he said. Recently, one of his dresses made of molded natural latex was acquired by the collection of the Metropolitan Museum, in New York.
Herchcovitch highlights plastic for its versatility and strength. “For about 20 years now, I have made a few plastic shoes in partnership with Melissa. Plastic is almost as malleable as latex, but much more resistant. It has much greater durability,” explained the designer, who exalts and dignifies the versatility of Brazilian design.
He finished by talking about being a designer in Brazil and their relationship with colors: “Brazil is known as a great colorist – we see more colors because the sunlight gives it a different tone. The Brazilian designer faces all kinds of obstacles, we sell much more popular products than luxury products. I have to design for many and not for few. We must reach different people, in a different geography as well.”
“Motivation and Resilience” by Ivan Joseph
The seminar’s closing webinar was given by Ivan Joseph, an American leadership expert and speaker known for his presentations at the TEDx event, where he exudes charisma and uses impactful phrases to captivate the audience. His message is simple, but loaded with meaning: “Believe in yourself, and so will the rest of the world.”
Joseph opened his speech with a reflection that applies to people (and companies). “Right now, when you are stressed to the limit, you need to be clear regarding your purpose. When did you ask yourself: “Is this what I am?” Companies that are intent on innovation reach the top. Otherwise, they fail reach it (the top), and that is where the revenue problems occur,” he warned.
According to Joseph, achieving a purpose in life involves finding an honest answer and then making decisions. “[…] I left my former job just 20 months ago, packed my things, and traveled with my family. Why did I make this decision? I changed because I wanted to be at the table with my family for dinner,” he said.
For the American specialist, who recently released a book called “You Got This,” not yet published in Brazil, knowing who you are and where you want to be are key elements for a happier life. “If you are not connected to your values, you will feel bitter and toxic, because when your resilience is dropping, you feel bad. In this situation, it is time to get out of your comfort zone,” said Joseph.
“We have to be really connected [with our values], because when we do that, things begin to change. Did you know that the brain releases dopamine when people connect? The higher the dopamine levels, the more resilient we are – this decreases hospitalization rates. When we get to the age of 25 to 27 years old, we stop making dopamine like we used to, so all of a sudden we become grumpy people. Therefore, we need to think about how to make new friends, as well as connecting with people we identify with. This gives us hope and optimism,” he added.
Joseph believes that, when we are connected to our values, we feel more optimistic and that translates into high performance. “When I speak of high performance and optimism, I speak scientifically. For example, if you think about team sports, it is normal to remember the biggest names and salaries, but you have to understand that it is all about teamwork. Every time they help each other as a team, people are connected – they go into a cycle of high performance,” he explained.
In Joseph’s opinion, this “network” of self-confidence and optimism is what helps people face difficult times. “We are all going to fail one day, but it is the way we play that will make the difference in our lives. Sometimes, you need to establish limits. Run away from negative thoughts, because if you are not careful, these thoughts will have an effect on your body. Nobody can influence you. You need to remember how good you are. Have confidence and resilience. Believe in yourself and so will the rest of the world,” he added.
