Circular Movement

The Circular Movement is a multi-sector initiative coordinated by Atina and supported by DOW and associated companies, which brings together individuals and organizations committed to promoting the concepts of the Circular Economy. With this, we aim to guide how to transition from the linear economy to what circularity proposes. Our tools are education and culture, encouraging the sustainable development of new processes, products, and attitudes for a waste-free society.

The Circular Movement aims to address the issue of inadequate waste management by promoting a transition from a linear economy to a circular one. We seek to create a global model society in recyclability and sustainability, where all waste is properly managed through recycling, reuse, or responsible disposal. Our goal is to tackle the challenge of shifting mindsets and practices regarding waste, aiming for a more sustainable and waste-free future.

In the circular economy, businesses face challenges and opportunities related to waste management and environmental protection. One of the main challenges for industries is the need to develop new business models that add value to products and services, creating products with extended lifecycles and facilitating the transformation of these products into raw materials for others in a continuous cycle. On the other hand, the circular economy model, along with technology, allows for the control of finite stocks and the balancing of companies' renewable resources, enabling integrated, restorative, and regenerative industrial systems.

According to the United Nations, 541,000 tons of urban waste are generated daily in Latin America and the Caribbean. This quantity is expected to increase by at least 25% by 2050. Additionally, there are still 145,000 tons/day of waste destined for landfills, including 17,000 tons/day of plastic waste. Only 10% of waste is reused in the region, and global phenomena such as population growth and urbanization contribute to the constant increase in waste generation.

In Brazil, the National Solid Waste Policy (PNRS) was implemented, a law (Law No. 12,305/10) that organizes how the country deals with waste, requiring transparency in waste management from all sectors. Thus, everyone involved in the production cycle becomes responsible for reducing solid waste and adopting more sustainable practices. The Institute of Applied Economic Research (Ipea) released data indicating that annually in Brazil, over R$ 8 billion worth of materials are sent to landfills instead of being recycled. This situation can be reversed through the adoption of the circular economy.

Investment in environmental awareness is crucial across generations, teaching children to adults about the importance of environmental care and proper waste management. This education not only contributes to the formation of sustainable habits but also promotes civic responsibility and the preservation of natural resources.

The shift from a linear to a circular economy is imperative to promote business prosperity, human well-being, and planet preservation.

The Circular Movement is a socio-environmental technology presented as a multisectoral initiative that brings together individuals and organizations committed to promoting the concepts of the Circular Economy. With this, we aim to guide the transition from a linear economy to what circularity proposes. Our tools are education and culture, encouraging sustainable development of new processes, products, and attitudes for a waste-free society.

We are recognized for our expertise in discussing complex topics in a simple, fun, yet theoretically sound manner, all created with our academic experts. Thus, we maintain the quality of the content and present it in a differentiated way that is palatable and easily understandable to any audience, including those who have never encountered the Circular Economy theme before. The Movement can demystify that it is difficult or complex, showing that circularity is already part of everyone's lives in some way.

Our solutions have impacted over 4 million people and were created to promote sustainable development of new processes, products, and attitudes. They include:

• Trash-Free World Award: An international award to recognize students and teachers worldwide in science and technology fairs proposing solutions for the transition to the Circular Economy. In 2023, more than a thousand projects were analyzed in five countries.
• Circular Challenge: Promotes knowledge about the topic within schools. Teachers are trained on circularity and bring the content to the classroom for students from the 9th grade of Elementary School, High School, and University students. Students who create solutions compete for the Trash-Free World Award.
• Circular Academy: An interactive Introduction to Circular Economy course, certified, distributed for free, and available in three languages: Portuguese, Spanish, and English. The course is hosted on the Circular Movement platform, and those who complete it are considered "multipliers" of the topic. Additionally, the platform contains various content produced by the Movement's team.
• Circular Talks: Representatives and ambassadors participate in and create events on Circular Economy around the world to reach more people, organizations, and companies.
• Muti Channel: Animation content with its own character on YouTube, created especially as a strategy to engage and educate children and youth about circularity.
• Consulting and advisory services for companies: Services provided for micro to large companies on adaptation to circularity and development of processes, products, and attitudes.

The solutions described above use tools of education and culture. The intersectionality of both results in audiovisual products, such as the Circular Academy and Muti, the Circular Movement mascot that personifies the movement, embodying its attributes. Muti's name itself comes from its ability to change and renew all the time. Muti is short for "Mutant." He is a curious, direct, adventurous, and provocative being. 

By developing these solutions, we have carried out over 72 actions in conjunction with 48 partners in Brazil, Mexico, Argentina, Colombia, Peru, and Rwanda. Our intention is to scale more and become global. Additionally, we address 12 of the UN's 17 Sustainable Development Goals and directly impact SDG #12, which proposes to "ensure sustainable consumption and production patterns by 2030." 

The Circular Movement was created for individuals who want to learn or teach about the Circular Economy. Our main customers are primary and secondary schools, and businesses seeking circular economy solutions for their production chain and/or for technology creation in the sector.

The online platform "Circular Movement" was created with a focus on free education to serve teachers and students. It offers educational materials aligned with the National Common Curricular Base (BNCC) and addresses topics such as cities, food, and industry. Additionally, it presents a map of initiatives around the world aimed at eliminating waste. These educational resources help disseminate knowledge about the circular economy among young people and educators.

Although the primary target audience is teachers and students, the platform's content is also utilized by companies wishing to explain the circular economy to their employees. This demonstrates Dow's commitment, in partnership with Atina Educação, to promote education for sustainability and the circular economy.

In terms of classification, the target audience for the Movement's solutions are individuals interested in environmental issues, sustainability, and innovation, including students, professionals from various fields, entrepreneurs, environmentalists, conscious consumers, and people interested in learning more about the circular economy. It will focus especially on individuals not yet sensitized to the topic to raise awareness about it.

It seeks to engage people of different backgrounds and ages, encouraging reflection on our consumption habits, waste management, and the importance of adopting more sustainable practices for a better future.

The Circular Movement, consisting of fifteen members, predominantly women with diverse backgrounds, relies on both internal professionals and associated university professors, enriching content production on the subject. Vinicius Saraceni and Marina Amorim strategically lead the Movement, aligning daily operations with organizational goals. In her current role as Hub Manager of the Circular Movement, Marina specializes in Communication & Social Innovation. With over 12 years of experience in local development and education projects, she is driven by the idea of creating a better and less unequal world. Recognizing the importance of structuring processes and training teams, Marina specializes in managing social programs and projects with a business-oriented vision.

Vinicius was the only Brazilian invited to participate in the Circular Economy Business Model Transformation Program offered by the Japanese government in 2024. This invitation came through AOTS, an organization affiliated with the Ministry of Economy of the Land of the Rising Sun. During this mission to Japan, the Circular Movement was able to create strategic connections, exploring collaborations that transcend borders.

Eliana Rocha manages finances, accounting, and administrative matters, ensuring efficient and transparent use of financial resources. Alinye Amorim leads project implementation and management, as well as establishing and maintaining strategic partnerships with organizations and stakeholders in Brazil. Maria Carolina Stenico leads project implementation and management, and maintains strategic partnerships in Spanish-speaking countries in Latin America. Marília Banholzer develops and implements communication strategies, including social media, public relations, and promotional materials. Ismaela Silva creates relevant content, manages social media platforms, interacts with followers, and monitors performance metrics to increase online engagement and visibility. Arlene Carvalho creates and develops communication materials such as texts, images, and videos. Mariana Brizi supports the management of social media platforms throughout Latin America, assisting in content creation, interaction with followers, metric monitoring, and coordination of region-specific campaigns. Marisol Del Toro acts as a spokesperson and representative of the institution in academic institutions and other contexts in Latin America, promoting the mission and activities of the organization, establishing strategic partnerships, and collaborating to expand its presence and influence in the region. Sueli Furlan serves as a spokesperson not only in academic settings but also in other contexts, promoting the mission, vision, and activities of the organization and collaborating to expand its network and influence across various sectors.

In technology, Guilherme Souza leads the IT team, managing system infrastructure, ensuring data security and integrity, and promoting technological innovation to support operations. Higor Ruan provides technical and operational support for IT infrastructure. Edson Grandisoli is responsible for planning, implementing, and coordinating educational and pedagogical programs, ensuring the quality and effectiveness of teaching and learning activities. Thiago Egg is responsible for creating and developing visual materials such as graphics, logos, website layouts, and promotional pieces, ensuring an effective and coherent visual presentation that supports the communication and objectives of the organization.

We are a Brazilian initiative that was founded in 2020, and we are already present in over 5 countries: Argentina, Colombia, Mexico, Peru, and Rwanda as of April 2024, impacting over 4 million people with our solutions. Our educational technologies are accessed by more than 14 thousand individuals, and over 300 thousand access our platform in English and Spanish. Just the Circular Academy, our social audiovisual technology, has gathered over 3,800 registrations.

Our intention is to be global, to strengthen and foster the generation of creative and innovative ideas for the construction of a sustainable, waste-free world, grounded in the principles of the circular economy. Our solutions are widely applicable and replicable, with the potential to transform how we deal with waste, promoting reuse, recycling, and waste reduction. By promoting this approach, we are contributing to a more conscious and sustainable future for our planet.

We are applying to Solve with the primary intention of expanding our activities in Latin American countries and other continents. Our goal is to build a global network of partners committed to promoting the circular economy and environmental sustainability. By participating in Solve, we hope to overcome financial, technical, legal, cultural, and market challenges.

Financially, we seek support to implement and expand our projects on a regional and global scale. Additionally, we are looking for partners who can provide non-monetary resources, such as technical expertise, access to innovative technologies, and collaboration opportunities.

Technically, we are interested in learning from other circular economy solutions already implemented in different parts of the world. We hope to exchange knowledge and experiences about cutting-edge technologies, research, and effective practices that can enhance our socio-environmental impact.

Legally, we are aware of challenges related to regulations and public policies in different countries where we operate. We believe that Solve can connect us with legal and governmental experts who can help navigate these issues and promote positive changes in the legal landscape.

Culturally, we recognize the importance of adapting our strategies and approaches to the different cultural realities of the countries where we operate. We hope to learn from the cultural diversity represented by Solve teams and find ways to make our initiatives more inclusive and culturally relevant in countries where we are not yet active.

In the market, we face challenges regarding the acceptance and adoption of sustainable practices, especially in sectors traditionally less receptive to change. Through Solve, we hope to find commercial partners and investors who share our vision of a circular society and are willing to support our efforts for development and scale.

We seek not only funding but also opportunities for learning, collaboration, and connection with a global network of change agents committed to building a more sustainable and circular future. We look forward to contributing to this community and partnering to develop a circular society that relies on the power of education and culture as means.

The Circular Movement is a comprehensive socio-environmental innovation that promotes the circular economy through education and culture. First and foremost, the Movement stands out for its ability to simplify complex concepts of the circular economy, making them accessible and understandable to a wide audience. By presenting information in a simple and enjoyable way, yet grounded in solid theoretical foundations, the Movement can reach even those who have never encountered the topic.

Furthermore, our solutions are diverse and can be implemented together or individually. From international awards such as the "Prize for a World Without Waste," which recognizes students and teachers proposing solutions for the transition to the circular economy, to initiatives like the "Circular Challenge," which empowers teachers and students to engage with the topic in the classroom, the Movement addresses different aspects of education and awareness about circularity. The "Circular Academy" offers an interactive introductory course to the circular economy, available for free in three languages, while the "Circular Talks" bring together representatives and ambassadors to create events on the topic around the world. Additionally, the Movement uses media tools, such as the Muti Channel on YouTube, to educate children and young people in a playful way about the importance of circularity.

Another aspect of innovation is providing consulting and advisory services for companies interested in adopting circular practices, showing that the circular economy should be implemented in organizations of different sizes and sectors. These solutions are developed in collaboration with various partners in Latin American and Spanish-speaking countries, demonstrating a commitment to scale and global impact.

We hope that our solutions will have a significant impact on the issue of improper waste management and the transition to a more circular economy. We believe that education and culture are powerful tools for changing attitudes and behaviors towards waste and sustainability.

By empowering teachers and students with knowledge about circularity, providing them with opportunities, and rewarding solutions created in research and science fairs, we are collaborating to develop creative solutions and building a future generation that is more aware and committed to sustainability.

Our solutions also influence the business models of companies and organizations. Our consulting and advisory services help them adopt circular practices in their processes, products, and the creation of new technologies. By demonstrating the economic and environmental benefits of the circular economy, we hope to encourage more companies to become part of the solution.

The impact goals of the Circular Movement for 2024 are:

1. Promote Collaborative Ecosystem 
   1. How: Observing the establishment of an engaged and mobilized ecosystem of partners, educators, public officials, and civil society, working collaboratively to build and implement local circular solutions.
2. Implemented Sustainable Initiatives 
   1. How: Circular solutions effectively implemented in local communities, schools, and municipalities, contributing to a real and tangible change in consumption practices and waste management. We are committed to developing additional products to our solutions, such as a web series featuring the character Muti on the YouTube channel discussing the 7Rs of Circularity; a videocast and podcast with experts on the same topic. We are also producing three books to be printed and cater to those who prefer consuming physical content rather than just digital.
3. Latin American Engagement and Countries from other Continents 
   1. How: The establishment of partnerships and knowledge transfer and sharing of best practices among actors is expected to generate learning and replication of positive experiences. We are already present in Brazil, Argentina, Colombia, Mexico, Peru, and Rwanda; applying to Solve, in addition to opportunities for support, is an initiative to establish cooperation with the United States and/or Canada.

The main technology powering our solution is the innovation resulting from the combination of education and culture tools. We develop audiovisual materials and teaching methodologies on circular economy, utilizing both modern and ancestral technologies. This approach allows us to translate complex topics into accessible formats and disseminate them across various mediums, adapting them to the target audience and specific context.

We will present as evidence a case study from one of our clients, launching the web series conducted by the Circular Movement in partnership with Scania.

We understand that in the Circular Economy, it is crucial for each link in the production chains to commit to playing its part, within its possibilities. Starting from where one is and with what one has is not only possible but already being done. An example of this is Scania, a multinational manufacturer of trucks, buses, and engines, which chose to reuse its employees' uniforms to line the cabins of the trucks it produces, instead of discarding them in landfills. In total, 3 tons of old uniforms have already become inputs and not waste. This and other initiatives can be seen in the web series "Circularity," produced by the company - a partner of the Circular Movement.

In episodes of up to five minutes, the web series provides an enlightening overview of the Circular Economy - a model that redefines our approach to production, consumption, and disposal. The series explores the fundamental concepts of the Circular Economy, addressing crucial issues related to waste and waste, while presenting inspiring cases such as the reuse of uniforms. Additionally, it discusses exciting perspectives for the future, highlighting opportunities for innovation and sustainability.

With valuable insights, Scania Latin America demonstrates its commitment to driving circularity, promoting positive change towards a more sustainable and conscious world.

The web series and more details about the case, as well as articles and other evidence about our technologies, are available through the link: https://movimentocircular.io/pt/noticias/parceira-do-movimento-circular-scania-lanca-webserie-sobre-economia-circular

We have a team of 15 full-time members. Vinicius Saraceni and Marina Amorim provide strategic leadership. Eliana Rocha oversees finances and administration. Alinye Amorim and Maria Carolina Stenico lead projects and partnerships in Brazil and Spanish-speaking countries in Latin America. Marília Banholzer, Ismaela Silva, and Arlene Carvalho handle social media strategies and public relations. Mariana Brizi supports social networks in Spanish-speaking countries. Marisol Del Toro and Sueli Furlan act as academic ambassadors, promoting and establishing strategic partnerships. Guilherme Souza and Higor Ruan manage IT infrastructure. Edson Grandisoli coordinates educational programs, and Thiago Egg develops visual materials.

Four years ago.

Established in 2020, the Circular Movement, as a socio-environmental technology, is a collaborative ecosystem dedicated to promoting the transition from a linear to a circular economy. The idea that every resource can be reused and transformed is the cornerstone of the Circular Economy, the foundational concept of the movement. The Circular Movement is an open initiative that fosters collaborative spaces with the aim of informing individuals and institutions that a waste-free future is achievable through education, culture, the adoption of new behaviors, inclusivity, and the development of new processes, products, and attitudes.

Our team is predominantly female in leadership and management roles, and part of the team is based in the Northeast region of Brazil, including leader Marina. We strive to ensure diversity through proactive and inclusive recruitment, seeking talent from different backgrounds, cultures, genders, skills, and perspectives. We recognize the importance of diversity in driving innovation and excellence, and we are committed to creating a welcoming and inclusive work environment for all team members.

Our leadership team reflects this diversity, with members from different backgrounds and varied experiences. We value diversity of thought and experience, as we believe it makes us more creative and effective in solving complex problems.

To ensure that all voices are heard and valued, we promote a culture of respect, empathy, and collaboration. We regularly conduct awareness sessions and training on diversity, equity, and inclusion for all team members, aiming to increase awareness and foster a culture of inclusion.

Additionally, we have implemented policies and practices that minimize barriers to opportunities for the team. This includes workplace flexibility, support for work-life balance, access to professional development resources, and opportunities for growth and advancement for all team members, regardless of their background or identity.

Our business model at Circular Movement is based on a hybrid approach that combines traditional revenue sources with strategic partnerships and funding from organizations and institutions committed to promoting circular economy and environmental sustainability. Currently, we are supported by DOW (https://www.dow.com/pt-br.html), associated companies, and coordinated by Atina Educação (https://www.linkedin.com/company/atina-educa%C3%A7%C3%A3o/about/).

Our main clients and beneficiaries include:

• Schools and educational institutions: We provide educational materials, courses, and training programs on circular economy for students and teachers. These products and services are delivered through audiovisual content, online platforms, in-person workshops, and awards.
• Companies and organizations: We offer consulting and advisory services for companies interested in adopting circular practices in their processes and products. Our services include environmental impact assessment, development of circular economy strategies, implementation of sustainable practices, and audiovisual products such as web series. Additionally, we provide training and capacity building for employees on circular economy.
• Governments: We collaborate with local and regional governments to develop public policies and regulations that promote circular economy and sustainable waste management. We offer technical expertise and consulting to assist in the implementation of effective measures.

Our products and services are designed to meet the specific needs and demands of each client and beneficiary. Our clients recognize the economic, environmental, and social benefits of becoming more conscious and responsible in resource use and waste management. Additionally, they often seek to collaborate with us due to our proven ability to offer innovative and effective solutions. They trust in our expertise and commitment to promoting a more sustainable and inclusive future.

In addition to the support from the DOW maintainer, our plan to become financially sustainable involves a combination of revenue sources, including the sale of products and services, economic grant funding, and service contracts with governments.

1. Sale of Products and Services: In addition to offering free and low-cost programs for schools and nonprofit organizations, we also generate revenue through the sale of products and services related to circular economy. This includes online courses for businesses, specialized educational materials, consulting for companies and governments, and paid events such as workshops and conferences. Companies and organizations can also join the Circular Movement, receiving benefits according to the plan purchased; membership details can be found at the following link: https://movimentocircular.io/pt/associe-se  
2. Economic Grant Funding: We seek funding for our projects through grants from philanthropic organizations, foundations, government agencies, and other funding sources. These resources allow us to develop and expand our nonprofit programs and initiatives, especially those focused on education and awareness about circular economy and environmental sustainability.
3. Service Contracts with Governments: We will seek to establish more partnerships with local, regional, and national governments to provide consulting and advisory services on public policies related to circular economy and waste management. These contracts may include the development of sustainability strategies, recycling programs, and public awareness initiatives.
4. Raising Investment Capital: In the future, we may explore the possibility of raising investment capital from companies and investors who share our vision of promoting circular economy and environmental sustainability. These investments will allow us to expand our operations, develop new products and services, and reach a broader audience.

So far, our plans to finance our work have been successful on several fronts. We have generated revenue through the sale of educational materials, courses, and consulting services. These revenue streams have allowed us to cover our operational expenses and continue to grow and expand our impact in promoting circular economy and environmental sustainability.