IMPROVING SUSTAINABILITY OF THE BABY PRODUCT MARKET

I M P R O V I N G

S U S T A I N A B I L I T Y O F

T H E B A B Y P R O D U C T

M A R K E T T H R O U G H A

R E N T A L S E R V I C E

B r e n n a K e l l y

M A S D C a n d i d a t e

F i n a l T h e s i s R e v i e w / 0 4 / 2 3 / 2 0 1 9

T h e s i s C o m m i t t e e C h a i r / D e n i s e D e L u c a

T h e s i s A d v i s o r / C u r t M c N a m a r a

C o m m i t t e e M e m b e r / H o l l y R o b b i n s

C o m m i t t e e M e m b e r / D e a n n G a r c i a

i n s u p p o r t o f M A S D t h e s i s

r e v i e w

Figure 1: Rattan rocker

The baby product market presents as a complex systemproviding durable goods to consumers. Within the current linear modelthere are several factors posing significant sustainability challenges — the materials used in products and their safety for humanand ecological health, the waste generated as a result of product turn-over related to changing product functionality and life-stages, and consumer habits — specifically habits of new parents and buying habits during major life-events. The objective is toprovide a method for transitioning the current linear model into a circular system, with the goal being a transformation of theconsumer interaction in themarket and increased product safety, through the application of sustainable design practices.

A product-service system provides foundational sustainability in terms of modifying consumer ownership of products into a use-oriented rental service. In addition to decreased consumption, benefits are provided through the control maintained by theservice by internalizing the various stages of a product’s lifecycle. From manufacture to disposal and recycling, companies havethe ultimate power to influence how that product relates to the world around it, including what it is made from, how it isdesigned, how consumers interact with it, and how it makes it to the next life.

This project uses a systems thinking approach to explore the application of sustainability frameworks and circular models to thebaby product market, assessing the benefits and drawbacks offered, to ultimately create a product rental service. In addition toframing a circular model, this project will also explore customer needs and the associated value propositions the service couldoffer, confirming they align to ensure for the greatest success of improving sustainability.

S I M P L E Y E T P O W E R F U L .

A SUSTAINABLE BABY PRODUCT RENTAL SERVICE.

I N T R O D U C T I O N .

B R E N N A K E L L Y I S U S T A I N A B L E B A B Y P R O D U C T R E N T A L S E R V I C E I M A S T E R S O F A R T S I N S U S T A I N A B L E D E S I G N I S P R I N G 2 0 1 9 1

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B R E N N A K E L L Y I S U S T A I N A B L E B A B Y P R O D U C T R E N T A L S E R V I C E I M A S T E R S O F A R T S I N S U S T A I N A B L E D E S I G N I S P R I N G 2 0 1 9


INTRODUCTION

1 summary

3 sustainability challenge

4 project scope

5 potential impact

6 sustainability professional

EXECUTION

8 thesis journey

9 systems thinking

10 the growing market / sustainability advances

11 existing options

12-13 material safety / exposure

14 precautionary principle

15-17 consumption

18 circular systems

19-20 product-service systems

21 okala ecodesign strategy wheel

OUTCOME

19 circular systems

20-21 product-service systems

22 okala ecodesign strategy wheel

23 system re-thought

24 circular rental service

25 SWOT analysis

26 business model canvas

27-28 value proposition canvas

29 sustainable values of the service

30 customer benefits

31-32 purchasing standards/product partners

33 functionality of the service

34 quantified impact

35 conclusion

36 next steps

WORKS CITED 37-40

APPENDIX 41+

2

T H E P R O B L E M A T H A N D .

SUSTAINABILITY CHALLENGE



Baby products pose a unique, yet serious sustainabilitychallenge. Present U.S. regulations can expose babies to

materials of concern and presents risk to the environment.

The U.S. Environmental Protection Agency (EPA) lists over

80,000 chemicals in its Toxic Substances Control Act

(TSCA) inventory – they have required testing for fewer

than 200 of these chemicals and restricted the use of five.1

Under TSCA, extensive hazard and exposure data are

needed before EPA can act to restrict the use of chemicals.

In children’s products, the Consumer Product Safety

Commission (CPSC) has the authority to regulate

chemicals in products but is limited by the Federal

Hazardous Substances Act (FHSA), which operates on the

premise that the presence of a known material of concern

in a product is not a sufficient condition for labeling or

banning the material. Under current regulations, the CPSC

restricts just fourteen chemical materials in toys.2

The baby product market is also responsible for producing

massive amounts of waste. The average American baby

uses 8,000 disposable diapers before completing potty-

training. It is estimated that 20 billion disposable diapers

are being added to landfills each year, creating

approximately 3.5 million tons of waste.3 It isn’t just

diapers. Due to safety regulations, age limits, weight

restrictions, life-stage and personal preferences, the

majority of baby products are used for a short period of

time and are then discarded. This leads to additional waste

— most of which is not able to be recycled, or otherwise

recovered, and ends up in landfills or incinerated. In 2007,

over 9.5 million car seats were sold in the United States.4

Without viable recycling options, those car seats will result

in over 150million pounds of metal and plastic waste at the

end of their use.

Consumption issues reach far beyond excess stuff. Today’s

consumption is undermining the environmental resources

base and exasperating inequalities. Globally, the top 20%

of people in the highest-income countries account for 86%

of total private consumption expenditures – the poorest

20% a minuscule 1.3%.5 Research on happiness suggests

that how much we have bears relatively little relationship

to our well-being, beyond the point of ensuring sufficient

food, shelter and clothing to survive.6 The percentage of

Americans calling themselves happy peaked in 1957 —

even though consumption has more than doubled in the

meantime.7 Scientific investigators conclude people who

strongly value the pursuit of wealth and possessions report

lower psychological well-being than those who are less

concernedwith such aims.8

Baby products are designed and produced as durable

goods into a linear process of consumption and disposal.

Poor material selection and consumer habits likely

contribute to this unsustainable system. Solutions for

improvements must focus on material safety, product

standards and alternative models capable of fulfilling

consumer needs —while reducing environmental impacts

of the system.

The following sustainable design frameworks were used for initial research, during project execution and as a

foundation for design of the project itself

S Y S T EMS TH I NK I NG / used to understand the interrelationships and forces that shape the structure and

behavior of the babymarket and identify opportunities for change.

L I F ECYCLE AS SES SMENT / used to evaluate the potential environmental impacts of products, materials,

processes and activities of the baby market. This work will provide insight into a range of environmental impacts

across the full life cycle of a product system, frommaterials acquisition tomanufacturing, use, and final disposition.9

L I V I NG PR I NC I P LE S FOR DES I GN / used to investigate methods for weaving together environmental

protection, social equity, and economic health into the baby market — looking for opportunities to create and shape

sustainable values and habits in consumer culture.

OKALA ECODES I GN S TRAT EGY WHEEL / used to explore areas of product development and/or

improvements — also exploring how this design strategy can be applied to developing a product service system.

BUS I NES S MODEL CANVAS / used to build, describe, challenge, invent and pivot a business model for a

baby product rental service.

VALUE PROPOS I T I ON CANVAS / used to explore and better understand customer expectations and

desires of baby products, values of a baby product rental service and the fit between the expectations of the

customers and the value a baby product rental service creates.

C I RCULAR ECONOMY / used to explore opportunities to redefine growth in the babymarket while providing

positive society-wide benefits. Identifying possibilities with the creation of a baby product rental service based on the

concepts of a circular economy — placing focus on designing out waste and pollution, careful material selection,

keeping products andmaterials in use and regenerating natural systems.



PROJECT SCOPEA N D T H E F R A M E W O R K S A P P L I E D .

This project will develop a potential sustainable

circular economic model, along with the design of a

product service system which leverages frameworks

of sustainable design. The deliverable of the project

will be a business model canvas that details a circular

value proposition, as well as a website mock-up.

Additionally, research and evaluation will be

conducted on existing products and product claims,

customer values and needs, and how a service will

provide a more sustainable solution to a necessary,

but rapidly growingmarket.


B R E N N A K E L L Y I S U S T A I N A B L E B A B Y P R O D U C T R E N T A L S E R V I C E I M A S T E R S O F A R T S I N S U S T A I N A B L E D E S I G N I S P R I N G 2 0 1 9 5Figure 1: Uh Oh

There is a sustainability opportunity to move from a focus on

product improvements only, towards a wider approach

focused on producing structural changes in the way

production and consumption systems are organized.

Sustainability issues must be tackled focusing on the root of

the problem and not on its symptoms.10 As an alternative to

consumption and disposal, a baby product rental service

would provide families an amenity which offers superior

sustainably-made products while restructuring the present

system of consumption among parents. The product

service would also reduce environmental impacts by

decreasing the quantity of products produced and

increasing the overall quality of products through

partnerships with existing brands possessing sustainability

standards.

C H A N G E I S P O S S I B L E .

POTENTIAL IMPACT


6B R E N N A K E L L Y I S U S T A I N A B L E B A B Y P R O D U C T R E N T A L S E R V I C E I M A S T E R S O F A R T S I N S U S T A I N A B L E D E S I G N I S P R I N G 2 0 1 9

The skills and knowledge gained through the Sustainable Design

program provided a foundation to communicate, inspire and build

a more sustainable world. This project will further help develop the

following skills and abilities:

• research relevant sustainability topics

• understand present and ideal social, economic and

environmental systems

• gain knowledge of existing sustainability standards of products

and businesses

• strengthen critical thinking skills through evaluation of products

and sustainability claims

• build creative leadership skills through the design of a business

model canvas

• advocate for a more sustainable future

SUSTAINABILITY PROFESSIONALA N D W H A T T H E F U T U R E H O L D S .

Sustainability innovations are envisaged to make real and substantial improvements by developing superior

production processes, products and services, and by exercising strong market influence and social or political

influence.”11

S C H A L T E G G E R A N D W A G N E R

“B R E N N A K E L L Y I S U S T A I N A B L E B A B Y P R O D U C T R E N T A L S E R V I C E I M A S T E R S O F A R T S I N S U S T A I N A B L E D E S I G N I S P R I N G 2 0 1 9 7

E X E C U T I O N .

A M A P O F T H E P R O C E S S .

THESISJOURNEY

Initial thesis research began with a detailed exploration of the current linear system of the baby product market. Attention was placed on negative

impacts produced by the baby product market (social, environmental and financial), material use and safety and buying habits of consumers.

Execution included analyzing circular economic models, product service systems, product and materials standards and the application of

sustainable design frameworks. The outcome is a baby product rental service — fulfilling consumer needs, reducing negative impacts of the

market while focusing on product and material safety and dematerialization of the baby product market.


EX

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Figure 2: Thesis Journey


E X E C U T I O N .T H E L I N E A R B A B Y P R O D U C T M A R K E T .

SYSTEMS THINKING

E X T R A C T I O N P R O D U C E D I S T R I B U T E C O N S U M E D I S P O S E

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S A F E M A N U F A C T U R I N GE F F I C I E N T D I S T R I B U T I O N

I N T R O D U C T I O N O F A C I R C U L A R M O D E L F O R C O N S U M E R S

R E F U R B I S H & R E P A I R P R O D U C T S F O R M U L T I P L E U S E S

P R O P E R B R E A K D O W N & D I S P O S A L O F P R O D U C T S A T E N D - O F - L I F E

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Mattel Inc., a leading competitor in the baby product market owns and operates fifteenmanufacturing and tooling plants and works with a network of approximately thirty-twovendors manufacturing finished goods. However, only 50% of Mattel products are madein factories owned or operated by Mattel.12 In 2007, Mattel recalled over 2 million toys forviolation of U.S. standards. During the investigation it was discovered that severalcontractors had purchased materials from suppliers that had not been certified by Mattel,and resulted in unsafe products in violation of regulations. 13

Figure 3: Linear system

10

A GROWING MARKET

Advancing sustainability of the baby product market is

becoming a demand of consumers. A recent Nielsen market

study reveals ninety percent of millennials, ages 21-34, said

they are more willing to pay more for products that contain

environmentally friendly or sustainable ingredients. Another

eighty-six percent of millennials said they would pay more for

products with organic/natural ingredients, and eighty percent

said they would pay more for products with social

responsibility claims. The percentages for baby boomers, ages

50 to 64, were sixty-one percent for environmentally friendly

or sustainable ingredients, fifty-nine percent for

organic/natural ingredients and forty-eight percent for

products with social responsibility claims.14 An increasing

awareness of ingredient and material safety and overall

environmental impacts is believed to be the cause of this gap.

W H A T C O N S U M E R S A R E D E M A N D I N G .

E X E C U T I O N .


SUSTAINABILITY ADVANCES

The current baby product system is not exempt from advances in sustainability.

Since the mid 1980s, environmental approaches have shifted the attention from the

control, management and treatment of pollutants and waste created from the

disposal of products, to the prevention of pollution and waste generation towards

the start of the product design process.15 However, since products determine

environmental effects throughout their whole life cycles, reducing the impact solely

during the production phase leaves other opportunities for reduction on the table.

In the early 1990s, the attention slowly focused not only on production processes but

also on products (and their life cycles).16 This shift does not modify the structure of

production and consumption but optimizes them. Although fundamental and

necessary, alone it is not sufficient to obtain the radical shift necessary to achieve

sustainability conditions. Even if these innovations can improve the environmental

performance of products, sometimes incremental improvements in performance

can be outweighed by an increase in consumption levels. For instance, the

environmental gain achieved through the improvement of car efficiency in the last

15 years (10%) has been more than offset by the increase in the number of cars and

by the correlated increase (30%) in the overall amount of distances traveled.17.

Knowing this, if the baby product market offered only sustainable goods, the

growing amount of goods being consumed would likely offset any gains produced.

Focus in sustainability advances needs to also include consumption and consumer

buying habits and dematerialization of the baby product market. A service

providing sustainable baby products on a rental basis would improve the

environmental performance of products while simultaneously decreasing

consumption .

P R O G R E S S L E A V E S R O O M F O R I M P R O V E M E N T .

Figure 4: Hunter Luxury

The present market offers a number of options for families looking to purchase sustainable

baby products. These include high-end stores such as Pacifier, Moss Envy and Baby Grand.

Minneapolis, Minnesota, and surrounding suburbs, also offer families the opportunity to purchase used products through community

swap organizations – both online and in person. These include Facebook neighborhood sites,

Munchkin Markets, Just Between Friends and From Yours to Mine community sales.

There are a number of resale and consignment stores available to families who wish to purchase used products. In Minneapolis, Minnesota, and

surrounding suburbs, these stores include Once Upon a Child, Bellies to Babies and several consignment stores not specific to baby

products.

U S E D P R O D U C T S

With sustainability advances and increasing consumer demands, options improving sustainability in the baby product market are also advancing. There are many

different ways the present baby market can, and does, improve environmental, economic and social sustainability. While the growing availability of previously-owned

options through second-hand stores and community swaps ideally decreases waste generated from the market, they do not appear to address negative buying

habits of consumers (See Pages 15-17) and could potentially lead to serious issues with material and product safety. On average, 100 kids and baby products are

recalled each year and only thirty percent of recalled products ever make their way back to the manufacturer. 18 When products are handed down to other

new parents, find their way into consignment shops, or end up on second-hand retailer’s shelves, it limits a manufacturers ability to inform parents of recalls, and can

potentially harm other children. Although available, the present options do not address all of the current issues with the market and leave ample room for

improvement. Figure 8 shows the three main options currently available to consumers concerned with improving environmental, economic and social sustainability.

— along with the sustainability improvements the option provides.

11

E X E C U T I O N .


EXISTING OPTIONSW H A T T H E M A R K E TC U R R E N T L Y O F F E R S .

C O M M U N I T Y S W A P S S U S T A I N A B L E G O O D S

TH

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sustainability improvements to the baby product market, but no single option appears to provide substantial changes to the market as a whole. Key components missing from the existing options are material safety and addressing the buying habits of consumers

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Figure 8: Existing options

Figure 5: Store Interior

Figure 6: Baby Clothes

Figure 7: ComoTomo Bottles

Figure 9: Materials of Concern

One component missing from most existing options for more sustainable baby product

markets is material safety. Chemicals are all around us – in the air we breathe, the water we

drink, the food we eat, and the products that fill our homes, schools and workplaces.19

Chemicals can be natural, naturally derived or synthetically produced. While some of these

substances are harmless, other chemicals still in widespread use in consumer products —

baby products included — are known to be hazardous to our health and environment.20

There are many reasons baby products appear to contain chemicals, or materials of concern.

These include inadequate testing, failure to adapt standards specifically to children, the

structure of U.S. regulations, chemical load and interactions present in the real environment

and simple unknowing. Reasoning aside, the presence of such materials of concern creates a

pathway to exposure and medical research suggests that exposure to common chemicals

can disrupt the normal functioning of our cells and organs and damage our health.21

Chemicals that interrupt the intricate processes of developing life can, at high levels, wreak

havoc in the form of severe birth defects, or at lower levels cause subtle but important

changes in development that surface later in childhood such as learning or behavioral

problems, or in adulthood in the form of certain cancers or deteriorating brain function.22

Even when research shows chemicals are likely to pose health risks, companies are

continuing to use them. Gore-Tex, a material found in popular clothing lines at Gap Kids,

Dockers and Levis, uses perfluorinated chemicals (PFCs) in materials to repel grease and

water even after an expert panel with the Environmental Protection Agency upgraded

certain PFCs to a “likely human carcinogen.”23

12

E X E C U T I O N .


MATERIAL SAFETY

A N D W H Y I T I S A C O N C E R N .

Chemical Hazards Pathways of Exposure U.S. Federal regulations for children’s products?

Lead (Pb)

• Neurotoxicant• Harmful to most organs and systems in

the human body• Infants, children and the developing

fetus are particularly vulnerable

Toys and children’s jewelry can contain Pbpaint and leaded metal clasps, chains or charms. Pb is used as a stabilizer in some toys and other children’s items made from PVC plastic. Pb can leach out of products when children handle, suck or swallow them.

The Consumer Product Safety Improvement Act (CPSIA) regulates lead in children’s products.

Cadmium (Cd)

• Carcinogen• Can cause bone softening and kidney

problems and hinder brain development in infants and children

Used in surface paint, plating and base materials of children’s jewelry, toys and other products. Cd can leach out of products when children handle, suck or swallow them.

The CPSIA limits Cd in toys to 75 ppm; the CPSC is developing new rules to limit Cd in all children’s products.

Phthalates

• In animal studies, phthalates have been found to be reproductive and developmental toxicants, and to damage liver, kidney, heart and lungs.

• A recent study found reduced male-typical play behavior in boys whose mothers had prenatal exposure to anti-androgenic phthalates.

Phthalates are used as softeners in PVC plastic products. These chemicals are not bonded in the plastic substrate and can leach out when children mouth teethers, toys or other products.

The CPSIA regulates six phthalates in children’s products: Permanent ban on di0(2-ethylhexyl) phthalate (DEHP), dibutyl phthalate (DBP), benzyl butyl phthalate (BBP), temporary ban on diisononyl phthalate (DINP), diisodecyl phthalate (DIDP), di-n-octyl phthalate (DuOP), pending further study.

Brominated flame retardants

(BFRs)

• Persistent toxic chemicals that accumulate in people and wildlife and contaminate breast milk and umbilical cord blood.

• Animal studies have shown that polybrominated diphenyl ethers (PBDEs), a class of BFR’s are neurodevelopmental toxicants, disrupt thyroid function, and cause liver toxicity. DecaPBDE, the most widely used form of PBDE, is classified as a possible human carcinogen by the EPA.

There are few studies of BFRs in toys. A recent study examined 69 toys purchased in China –including Barbie and other dolls, soft plastic teethers, swords, race cars, foam toys and action figures – and found PBDEs in all hard plastic, foam and stuffed toys, and in a third of soft rubber toys. Higher exposures to BFRs were observed for infants and toddlers than older children. BFRs may be found in foam baby products such as sleep positioners or mattress pads.

No; Canada and two U.S. States have banned DecaPBDE.

Azo Dyes (certain dyes)

Certain azo dyes, on reductive cleavage of one or more azo groups, form carcinogenic aromatic amines such as Benzedrine.

Azo dyes represent 60-70% of all dyes commonly used in the textile and leather industries and can be found in textile or leather toys and toys that include textiles or leather garments. Azo dues may be absorbed through dermal, respiratory and intestinal routes. Non-fixed, water-soluble azo dyes can also come into contact with skin through perspiration.

No; The EU restricts 22 carcinogenic aromatic amines to a threshold limit of 30 ppm.

Bisphenol A (BPA)

• Estrogenic effects• Animal studies have found BPA to be a

developmental, neural and reproductive toxicant.

• Epidemiologic studies have linked BPA to diabetes and cardiovascular disease.

• A recent study found that low level exposure to BPA in pregnant women may affect the fetus.

BPA is used in the manufacture of polycarbonate plastic and epoxy resin. Until recently, polycarbonate was commonly used in baby bottles. BPA may also be found in linings of canned foods and in dental sealants.

No; seven U.S. States have banned BPA; Canada, Denmark and France have banned BPA in baby bottles. The figure to the right (See Figure 9) shows chemicals commonly found in

baby and children’s products, the hazards they pose, pathways of exposure and U.S. Federal regulations for use. Not one of the chemicals listed is entirely

banned from use is baby and children’s products in the United States.

The government regulations, or lack thereof, regarding materials of concern are believed to be the cause of several health issues in babies

and children.24 Infants and children are more vulnerable than adults to the negative effects of environmental exposures. The rapid growth

and development that occurs in utero and during infancy, childhood, and adolescence makes children especially susceptible to damage.

Exposures throughout childhood can have lifelong effects on health.25

An impact report released by the Environmental Protection Agency (EPA) proposes a connection between an increase in childhood diseases

and exposure to materials of concern. Polybrominated diphenyl ethers (PBDEs), for example, are a group of chemicals used as flame

retardants in textiles, mattresses and car seat upholstery. PBDEs have been linked to unhealthy changes in growth and development, and

can negatively impact maternal and child health. Both prenatal and childhood PBDE exposures were associated with poorer attention, fine

motor coordination, and cognition of school-age children.26 The number of children diagnosed with leukemia has increased by thirty-five

percent the past forty years, 8.4% of children in the U.S. have asthma and 1 in 42 eight-year-old boys have autism — all suspected to be in

connection with exposure to materials of concern.27

We are currently operating in a system which puts the burden of proof on the consumers to show evidence of harm, and appears to set

nearly impossible requirements for a material to be considered harmful enough to be banned. A reasonable solution for this would be

provided in a rental service which prioritizes product and material safety and standards.

A N D T H E S U S P E C T E D I M P A C T .

MATERIAL EXPOSURE


Figure 10: The Hum

an Experiment

E X E C U T I O N .

A S H I F T I N T H E B U R D E N O F P R O O F .

THE PRECAUTIONARY PRINCIPLE

One ideal that shifts the burden of proof away from consumers is

the precautionary principle. The precautionary principle is a

proposed guideline in environmental decision making with four

central components: taking preventative action in the face of

uncertainty; shifting the burden of proof to the proponents of an

activity; exploring a wide range of alternatives to possibly harmful

actions; and increasing public participation in decision making.28

Polyvinyl chloride (PVC) is an extremely versatile material, made

into thousands of products. By adding varying amounts of a

chemical called a plasticizer, the pliability of PVC can be modified

from hard and brittle to soft and almost spongy. There is evidence

that several of the plasticizers, members of the phthalate chemical

family, are reproductive toxicants in animals. They may also cause

reproductive toxicity in humans, although this evidence is quite

limited.29 Until 1999, many PVC plastic toys specifically designed to

be sucked and chewed contained the plasticizer diisononyl

phthalate. Producers of PVC products have argued that there is no

evidence of harm from use of their products, given 40 years of use

without proven ill effects.30 There is a flaw in this reasoning,

however, because the absence of evidence of harm is not the

same thing as evidence of the absence of harm.

In cases of serious or irreversible threats to the health of humans or

ecosystems, the precautionary principle acknowledges scientific

uncertainty should not be used as a reason to postpone preventive

measures. The principle originated as a tool to bridge uncertain

scientific information and a political responsibility to act to prevent

damage to human health and ecosystems.31

Application of this principle to materials of concern discussed

previously in the materials of concern table (See Figure 9) and EPA

Impact Report, would result in greater restrictions and probable

elimination of use. It appears difficult, if not impossible, to prove

one single source of damage to health when there are countless

possibilities of causation. However, there is scientific reason to

believe evidence of harm is present and material and/or

environmental exposures play a role in specific health issues.

There appears to be zero evidence of the absence of harm.

Application of the precautionary principle, or the decision-making

structure on which it is based, to baby products would likely

reduce threats to human health and ecosystems. This requires

producers to publicly disclose the materials used in their products

and the environmental, health and social impacts — a concept

known as material transparency.32

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E X E C U T I O N .


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Baby products may contain materials of concern and exposure to these materials is believed to create harm to human health and ecosystems. Precautionary decision-making during the design and production phase would likely decrease harm to human and ecological health. One opportunity available, without changing government regulations, is purchasing products from businesses with existing material standards and material transparency — providing consumers the ability to know what is in the products they are buying and what type of potential impact those materials could produce.

Narrowly defined taxological/ecological evidence

of harm

Determination of causality/level of risk

Weight of evidence/associationEvidence of harm of threat from various sources. Level of uncertainty/ignorance

Burden/Responsibility on proponents

Availability of alternatives, prevention/

innovation/needMagnitude of potential harm/”decision stakes”

Other considerations (economic, political)

Ultimate Decision

Other considerations (economic, social, political, cultural, ethical,

democratic)

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Figure 11: Precautionary decision-making

Issues with the baby product market continue beyond material use. Consumerism is defined as

the theory that an increasing consumption of goods is economically desirable; a preoccupation

with and an inclination toward the buying of consumer goods.33 Looking at consumption as an

action can better explain living standards, or lifestyle goals – goals related to satisfying basic needs

and getting pleasure through use of goods and services. Consumerist values are the belief that

meaning and satisfaction in life are to be found through the purchase and use of consumer

goods.34 Psychological theories of motivation can better explain why people desire certain things.

Maslow’s Hierarchy of Needs35 (See Figure 12) is a motivational theory that breaks down human

needs into the following categories:

T H E O R I E S B E H I N D B U Y I N G H A B I T S .

CONSUMPTION

Psychologists have noted that the degree to which people perceive a need is closely related to two

important factors – our own past experiences and the experience of groups to which we compare

ourselves.36 It isn’t solely personal influence that drives consumerism. Advertising emerged as an

essential component of the marketing and distribution of goods. In the U.S. today, the amount of

money spent annually on advertising exceeds total U.S. public expenditures (by federal, state and

local governments) on police protection, natural resources, and higher education combined.37 The

average American sees more advertisements in one year than people fifty years ago saw in a

lifetime.38 Victor Lebow, an American retailing analyst, stated “Our enormously productive

economy…demands that we make consumption our way of life, that we convert the buying and

use of goods into rituals, that we seek our spiritual satisfaction, our ego satisfaction, in

consumption…We need things consumed, burned up, worn out, replaced, and discarded at an

ever-increasing rate.”39 More consumption of goods that use up resources in their production and

generate waste materials also means more degradation of the natural environment. A U.S.

standard of living for everyone on the globe is likely impossible. Analysts have estimated that

giving everyone in the world a U.S. style of diet and other consumption habits would require an

extra two to four planets to supply resources.40

The baby product market creates a unique situation in which consumers are often purchasing

products for someone else or for use by someone else. These products fulfill the physiological and

safety needs of the baby, while appearing to fulfill social, esteem, cognitive, aesthetic, self-

actualization and transcendence needs of the purchaser. Placing focus on the physiological and

safety needs of babies and detaching any psychological connection to the purchase or use of

products, could potentially reduce the consumption of baby products. One possibility for this is to

remove the ownership of products from consumers and replace it with a product service. This

could allow consumers to have their needs fulfilled, and the needs of their babies, through use of

the products without taking ownership of them — creating a new experience and method of

satisfaction for consumers.

15

E X E C U T I O N .


• P H Y S I O L O G I C A L N E E D S / H U N G E R & T H I R S T

• S A F E T Y N E E D S / S E C U R I T Y & P R O T E C T I O N

• S O C I A L N E E D S / F O R A S E N S E O F B E L O N G I N G & L O V E

• E S T E E M N E E D S / F O R S E L F — E S T E E M , R E C G O N I T I O N & S T A T U S

• C O G N I T I V E N E E D S / C U R I O S I T Y , K N O W L E D G E & U N D E R S T A N D I N G

• A E S T H E T I C N E E D S / S E A R C H F O R B E A U T Y & B A L A N C E

• S E L F - A C T U A L I Z A T I O N / F O R S E L F - D E V E L O P M E N T

• T R A N S C E N D E N C E N E E D S / E X P E R I E N C E S W I T H N A T U R E , A E S T H E T I C

E X P E R I E N C E S , R E L I G I O U S F A I T H , S E R V I C E T O O T H E R S* N E E D S H I G H L I G H T E D I N G R E Y A R E P A R T O F M A S L O W ’ S

E X P A N D E D H I E R A R C H Y O F N E E D SFigure 12: Maslow’s Hierarchy of Needs

Knowing what products would fulfill babies needs appears challenging for expecting

parents. A recent internet search for “What are the necessities for a newborn baby”

produced a list of fifty-six items (See Figure 13). These fifty-six “necessities” provided by

thebump — a website claiming to give first-time millennial parents the lowdown on

fertility, pregnancy, birth and babies with stage-by-stage content, expert advice,

breaking news, style inspiration and interactive tools41 — are introduced as “The Ultimate

Checklist of Baby Essentials- a checklist of all the baby must-haves.”42 This list, and

others aimed at guiding new parents, are some of the resources parents are turning to

when deciding what to buy for their baby. These resources do not appear to take into

account lifestyle, living situation, economic status or environmental consciousness of

consumers — suggesting to viewers that everyone needs these fifty-six items.

There is room for improvement in the products being used, how products are acquired

and where the products end up after consumer use. Over 12 million car seats and 20

billion disposable diapers end up in U.S landfills annually.43, 44 Looking back to

thebump’s fifty-six item list of necessities (See Figure 13), re-use of certain products

appears possible and logical — thirty-nine products by presumption — which is nearly

seventy percent of the products suggested as “necessities”. A rental service with the

capability of repairing and refurbishing products is a viable solution to recirculating

reusable products within the market.

P E R C E I V E D N E E D S A N D T H E I R I M P A C T .

CONSUMER “NEEDS”

16

E X E C U T I O N .


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S 4-8 onesies (wide head openings and loose legs)4-8 undershirts (snaps at neck or wide head openings, snaps under crotch)4-8 one-piece pajamas2 blanket sleepers for winter baby1-3 sweaters or jackets (front buttoned)1-3 rompers or other dress-up outfits4-7 socks or booties (shoes are unnecessary until baby walks1-3 hats (broad-brimmed for a summer baby, soft cap that covers ears for a winter baby)No-scratch mittensBunting bag or fleece suit for a winter baby N

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Crib, cradle or bassinetFirm, flat mattress that fit snugly in cribRocking or arm chairBaby monitorNightlightDresserToy basket

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1-3 washable crib mattress pads2-4 fitted crib sheets4-6 soft, light receiving blankets1-2 heavier blankets (for colder climates)

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Changing table or cushioned changing padDiaper pail and linersDiaper bagDiaper creamUnscented baby wipes (causes less irritation)Soft washcloths6-10 dozen cloth diapers and 6-8 diaper covers, or 2-3 large boxes of disposable newborn-size diapers

BA

TH Baby bathtub

Baby soapBaby shampoo2-4 soft towels or hooded baby towelsBaby hairbrushSoft washcloths (use a different color or pattern than your diaper washcloths!)Gentle laundry detergent10-16 bottles and nipples, both 4- and 8- ounce Pump (if you plan to breastfeed)Milk storage bags (if you plan to breastfeed)Nursing pads (if you plan to breastfeed)Nipple cream (if you plan to breastfeed)Nursing pillow (if you plan to breastfeed)Bottle brushDishwasher basket for small items4-8 bibsBurp cloths2-4 pacifiersFormula (if not nursing)

Baby nail clippers or blunt scissorsBaby thermometerPetroleum jelly and sterile gauze)First aid kit

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Infant or convertible car seatStroller or infant carrierBaby swing or bouncerHigh chairB

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Items NOT highlighted in Figure 13 could potentially be reused with multiple

babies, including in a baby product rental service. Items highlighted in grey in

Figure 13 are items which are not commonly accepted reused.

Figure 13: thebump’s list of necessities

Figure 14: Baby product display

Several consumer studies have revealed that people

tend to make significant changes in their consumer

behaviors during periods of life transitions.46 There

are two theoretical perspectives explaining this. The

first perspective suggests that changes in consumer

behavior is the result of transitions into new roles.

People change their consumption habits either

because they need to redefine their self-concepts as

a result of the assumption of a new role or due to

role relinquishment as people attempt to dispose

products relevant to the enactment of a previous

role. The second perspective is based on stress

research. Stress refers to environmental, social or

internal demands which require the individual to

readjust his or her usual behavior patterns. These

demands cause disruptions of previously balanced

states. Major life events and changes are often

treated as “stressors” that create a generalized

demand for readjustment by the individual. People

attempt to restore balance by initiating or modifying

behaviors. 47

Couples making the transition to parenthood often

describe it being one of the most joyous, exhausting,

life-changing experiences of their lives. Becoming a

first-time parent can have a dramatic impact on

many people, both in terms of the stress they

experience and the impact that it has on marital

satisfaction and emotional well-being. New parents

can report considerable stress for different reasons.48

This research suggests that the stress from

becoming a first-time, or repeat parent, can

influence buying habits in a negative way. The

decision of what to buy would likely only add to this

stress.

T H E T R I G G E R S W I T H M I L E S T O N E S .

LIFE EVENTS AND CONSUMPTION

17

E X E C U T I O N .


❝ I don’t know if it’s just me, but I keep getting overwhelmed when I get into ababy store. The first time we went into Babies ‘R Us to look at car seats, I had toleave after five minutes and started bawling in the car. Now, I haven’t had ameltdown since, but I’m very overwhelmed by trying to pick things out in thestores. I just have this feeling of dread that whatever we pick will be wrong insome way, and we will have wasted a lot of money. I would love it if I could walkinto a store, and have big signs saying “Buy this!” with a big arrow pointing atthe things we will need and actually use.” 45

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SConsumption habits play a key role in the sustainability of the baby product market. Expecting parents are going through a major life transition which can increase stress — studies appear to reveal an increase in consumer purchasing with both major life events and increased stress. Ultimately, consumers are looking for material possessions to fill numerous perceived needs, with studies showing no increase in happiness or life satisfaction with material acquisition. A rental service would help resolve these issues by decreasing stress levels with product packages designed specifically to fit individual lifestyles, removing the need to search for and purchase products. Fulfilling consumer needs without the requirements of ownership could restructure the present system and break the cycle of consumers searching for satisfaction through acquisition of products.

A new mom turned to an online chat forum for

support when she was overwhelmed shopping for

baby products

Figure 15: Life events

“The most sustainable way is to not make things. The second most sustainable way is to make something very useful, to

solve a problem that hasn’t been solved.”49

T H O M A S S I G S G A A R D

O U T C O M E .


CIRCULAR SYSTEMS

19

O U T C O M E .


C O N T I N U I N G T H E L I F E C Y C L E .

Looking beyond the current take-make-dispose

extractive industrial model, a circular economy aims

to redefine growth, focusing on positive society-wide

benefits. It entails gradually decoupling economic

activity from the consumption of finite resources,

and designing waste out of the system. It is based

on three principles: design out waste and pollution,

keep products and materials in use and regenerate

natural systems.50 The figure to the right displays a

Circular Economy model focused on sourcing,

manufacturing, distribution, use and reintegration of

consumer products.

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The foundation of a circular economy offers potential improvements to the baby product

market in the form of a product rental service. Partnering with sustainable brands who focus

on the materials in their products, how the products are produced and distributed and the

design of products that can easily be maintained and repaired, a rental service would cycle

these products among consumers — supporting circularity in the product systems and

creating circularity within the baby product market by incorporating a product rental service.

Figure 16: Circular economy

THE PRODUCT SERVICE SYSTEM

One concept that advances several

components of a circular economy, is

the Product-Service System. Product-

Service Systems (PSS) are a particular

type of value proposition that shifts

the business focus from the design

and sale of (physical) products alone,

to the offer of a bundle of products

and services that are jointly capable of

satisfying a particular customer

demand.51 Product Service Systems

(PSS) are rooted in a satisfaction-based

economic model; each offer is

developed/designed and delivered in

relation to a particular customer

satisfaction. For example, a baby

product service system would offer

custom designed packages of quality

baby products on a rental basis —

satisfying customer needs without

direct ownership of products.

PSSs offer radical innovations, less so

technological ones, as new

interactions and partnerships between

the stakeholders of a particular

satisfaction production chain. They

also have intrinsic eco-efficiency

system potential – innovation in which

it is the company/companies’

economic and competitive interest

that leads to an environmental impact

reduction, where the creation of value

is decoupled from resource

consumption.52. Unlike traditional

forms of sale, ownership and disposal,

the value proposition of a PSS is

focused on delivering a particular

satisfaction. In traditional business

logic the profit center is directly linked

to material goods; the objective is to

sell more products. In the functional

economy the profit center is tied to

the number of “functional units”

delivered to customers. The provider

is paid per unit of function delivered

and not per unit of product sold. A

functional economy is oriented to

satisfy consumers through delivery of

functions instead of products.53 The

PSS integrates a product and service

into a systemwhich provides the same

necessary functionality but reducing

the environmental impact.

Product-Service Systems benefit both

companies and customers. The main

advantages for companies are new

market opportunities and competitive

advantages, alternative to

standardization and mass production

and improvement in the total value

delivered for the customer through

increasing service elements. Themain

advantages for customers are more

customized offers and higher quality

offerings, new functionalities and

combinations of products and services

to better suit customers’ needs and

the responsibility for monitoring and

end-of-life tasks are transferred to the

producer. The PSS also results in a

number of environmental benefits. As

companies become responsible for

the whole life-cycle of their products,

they are encouraged to take them

back in their end of life,

remanufacture them, and later make

them available to the market again,

resulting in less waste and reducing

the consumption of raw materials and

energy.54

20

O U T C O M E .


A N I N N O V A T I V E M O D E L O F F U L F I L L I N G C O N S U M E R N E E D S .

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Product-Service Systems aim to fulfill consumer needs through

function, rather than products. Application of a PSS to a baby

product rental service would result in a service which provides

families the ability to use products — providing necessary

function — while reducing the environmental impact through

adoption of product standards and reuse. This service model

would allow for multiple units of functionality per product.

The success of many businesses using a Product Service System model suggests consumer

interest, and more importantly, consumer demand for such systems. From clothing offered

through Rent the Runway to cars with ZipCar and homes shared through Airbnb, as well as

entertainment and technology providers Netflix and Hulu, product rental businesses show signs of

increasing popularity. Companies are engaging the customer throughout the product’s lifecycle

by not selling the product, but by selling its utility. Extending the relationship between a company

and its customer, beyond point of sale, opens up new opportunities. Furthermore, internalizing

the various stages of a product’s lifecycle, from manufacture to disposal and recycling, provides

companies the ultimate power to influence how that product relates to the world around it,

including what it’s made from, how it’s designed, how consumers interact with it, and how it

makes it to the next life. A Product Service System (PSS) like Netflix, Zip Car, bike-sharing, and

online software, focuses on the purchase of utility via a lease or monthly payment – fulfilling

customers’ needs and reducing material and energy requirements.55

The figure to the right (See Figure 17) illustrates different examples of product-service models in

the baby market — both product and service oriented. A baby product rental company would be

considered a use-oriented PSS — allowing customers use of products through a lease, but the

rental company would maintain ownership and remain in control of the production, distribution,

transportation, material, suppliers, workers, financing and stakeholders.

S U C C E S S W I T H P R O D U C T S E R V I C E S Y S T E M S .

EXISTING MODELS

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O U T C O M E .


Figure 17: PSS

ADDING A SERVICE TO BABY PRODUCTS(Example: Honest Company Diaper

Subscript ion)

OWNERSHIP MAINTAINED BY

COMPANY

PRODUCT IS PART OF THE SERVICE

(Example: C loth diapering provider)

PRODUCTION

DISTRIBUTION

TRANSPORTATION

MATERIALS

WORKERS

SUPPLIERS

FINANCING

STAKEHOLDERS

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BABY PRODUCT RENTAL COMPANY

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Figure 19: Okala Design Strategies

The internalizing of stages of a products lifecycle in

Product-Service Systems and the ability for companies to

influence how that product relates to the world around it

appears to be powerful. Great care should be taken in the

design and development of the products, and the service.

The Okala Ecodesign Strategy Wheel is a tool used to

explore areas of product development or improvement.

The Wheel groups strategies by the stages of the life-cycle

of the product.56 The application of these strategies

created innovative ideas for implementation into a baby

product rental service (See Figure 19). For a detailed description of the Okala Ecodesign Strategy Wheel see

Appendix B. These ideas for implementation include

strategies for product development and brand

partnerships, as well as for the service system as a whole.

OK

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O U T C O M E .


D E S I G N S T R A T E G I E S I D E A S F O R I M P L E M E N T A T I O N

D E S I G N F O R I N N O V A T I O N• provide product as service

• serve needs provided by associated products

• share among multiple users

• create opportunities for local supply chains

R E D U C E M A T E R I A L I M P A C T S• avoid materials that damage human or ecological health

• avoid materials that deplete natural resources

• minimize quantity of material

• use recycled or reclaimed materials

• use renewable resources

• use materials from reliable certifiers

R E D U C E D I S T R I B U T I O N I M P A C T S

• develop reusable packaging systems

• source of use local materials and production

• reduce product and packaging weight

R E D U C E B E H A V I O R A N D U S E I M P A C T S

• design to encourage low-consumption user behavior

• reduce material consumption during use

• seek to eliminate toxic emissions during use

S Y S T E M L O N G E V I T Y• design for durability

• design for maintenance and easy repair

• design for re-use and exchange of products

• foster emotional connection to product

O P T I M I Z E D E N D O F L I F E• integrate methods for used product collection

• use recyclable non-toxic materials

• design for safe disposal

Figure 18: Okala leaf


O U T C O M E .

T H E R E V I S E D S Y S T E M A N D T H E P O T E N T I A L I M P A C T .

SYSTEMRE-THOUGHT

E X T R A C T I O N P R O D U C E D I S T R I B U T E C O N S U M E D I S P O S E

Figure 20: Revised system

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R E D E S I G N O F P R O D U C T S & U S E O F R E N E W A B L E R E S O U R C E S

D E S I G N & U S E O F P R O D U C T S T O B E R E P A I R E D

R E C O V E R U S E D M A T E R I A L S

P R O P E R B R E A K D O W N & R E C Y C L I N G

D E C R E A S E C O N S U M P T I O N O F R A W M A T E R I A L S

C O N T I N U O U S C Y C L E O F U S E / R E - U S E

M A R K E T E D T O

C O N S U M E R S

M A T E R I A L S P L A C E D I N L A N D F I L L Figure 21: Rental model

The previous model (See Figure 20) displays the points in the system

where it appears possible to make improvements in the baby

product market. From material sourcing, production, distribution,

consumption and disposal — every key point in the process has the

potential for increased sustainability — which would presumably

create a more sustainable process and system all together.

The figure to the right (See Figure 21) illustrates the proposed process

of a sustainable baby product rental service. Partnering with brands

who source sustainable materials and have in place safe

manufacturing standards and processes, the products would be

purchased by the rental service. Product packages would be

designed with the help of expert customer service representatives —

offered on a flat rate fee-for-service or as monthly installments

throughout the course of the rental period. Rental service

representatives would deliver the customized rental package and

assemble products for customers. Once the designated rental term

was complete, service representatives would disassemble products

and return them to the rental service. The service would repair and

refurbish the products and prepare them for re-use in the rental

service.

Once used products no longer meet the standards of “nearly new”,

they will either be offered to customers for purchase, donated to

those in need or broken down and materials would be recycled,

repurposed, composted and/or discarded as refuse.

S U S T A I N A B L E M A T E R I A L S

S O U R C E D

P R O D U C T S P R O D U C E D W I T H S A F E

M A N U F A C T U R I N G P R A C T I C E S

P R O D U C T S D E L I V E R E D T O R E N T A L C O M P A N Y


O U T C O M E .

P U T T I N G I T A L L T O G E T H E R .

CIRCULAR RENTAL SERVICE

L O C A L L Y T R A N S P O R T E D

T O F A M I L Y

R E - U S E L O O P

U S E D B Y B A B Y

T R A N S P O R T E D B A C K T O R E N T A L

C O M P A N Y

M A T E R I A L S R E C Y C L E D

M A T E R I A L S C O M P O S T E D

P R O D U C TR E U S E

C O M P O N E N TR E U S E

P R O D U C T S R E F U R B I S H E D

M A R K E T E D T O N E W F A M I L I E S

S O TWW E A K N E S S E S O P P O R T U N I T I E S T H R E A T SS T R E N G T H S

• Increased consumer concern of materials

used in baby products

• Investing in businesses focused on

sustainability

• Growing interest in improving personal

impact

• Growing consumer demand for more

sustainable products

• Increased interest in products as a service

• Tighter regulations on materials and products

• Changing demographics

• Getting high-quality products at a reasonable

price — single payment and monthly

installment options

• High-quality products offered on a rental

basis at a fraction of their retail cost

• Easily accessible via online platform

• Expert guidance offered to customers

assisting with product selection, reducing

frequent stressors associated with buying

• Multiple uses from a single product

• ”Curated” products ensuring safety

• Well-established market

• Brand recognition & acceptance

• Breaking present negative buying habits

• Consumer preference for ownership

• Changing views on “used” products

• Establishing partnerships with suppliers

• Challenges maintaining regulations and

standards in a constantly evolving market

• Availability of products to offer

• Gaining acceptance as a product service

type system

• Entering a large market with established

competition

• Expanding beyond start-up location

• Customers adequately caring for rental

products

• Products returned damaged by

customers

SWOT ANALYSIS

25

O U T C O M E .


The circular model for a baby product rental service appears to offer the most benefit as a use-oriented product-

service system. A SWOT analysis examining the strengths, weaknesses, opportunities and threats of a sustainable

rental company supplying baby products is displayed below (See Figure 22). This analysis examines internal and

external factors, as well as current and future potential.

O F A B A B Y P R O D U C T R E N T A L S E R V I C E .

Figure 22: SWOT Analysis

• Removes the necessity for customer to search out products to buy

• Reduces costs while providing high quality sustainable products

• Decreases excessive buying and breaks the cycle of negative buying habits

• Online platform easily assessible at home or on the go

• Face-to-face customer service• Online and phone support• Sustainable baby products• High quality products• First and second line

transparency- both our company and the suppliers/companies of products we offer

• Lower cost for rental service than purchasing

• Educated and experienced professionals to assist in rental package design & product selection

• Provide customer with experienced product experts to help them select the most suitable products for their lifestyle and needs

• Deliver products in person and pick-up in person

• Excellent customer service and product support throughout the entire relationship

• Provide product information and brand trust from suppliers to customers

• Expecting parents looking to purchase baby products

• Overwhelmed• Inexperienced• Rely on marketing and hear say• Over buy and purchase poor

quality products• Provide their babies with safe,

practical products, eliminate waste after use, invest in sustainable companies

• Trying to stand out from the rest, trying to be environmentally conscious, trying to display independence and trying to support businesses that are socially responsible

• Feel like they are providing their babies with the safest and best quality products, feeling like they are good parents, feeling accomplished, feeling financially responsible, feeling environmentally responsible

• Service available through web-based platform

• Mobile Application compatible• Social networking marketing• Local community

involvement/support• In-person delivery/set-up/pick-

up

• Multiple rental periods per product provides for multiple courses of revenue on the same product

• Present market is demanding higher-quality goods and is more conscious of sustainability, which leads to increased interest and favorability over current options

• Purchasing products at wholesale costs• End of life income from sale of products/materials

• Brands supplying sustainably made baby products• Babyletto• Comotomo• Lifefactory• Nuna• Greentom• Naturpedic• Bumbleride• ErgoBaby

• Increased investments in their businesses

• Increased marketing of their products

• Repeat buying• Multiple product purchases• Shipping providers• Packaging suppliers • Removes the necessity for

customer to search out products to buy

• Reduces costs while providing high quality sustainable products

• Decreases excessive buying and breaks the cycle of negative buying habits

• Marketing to consumers• Educating consumers• Local community event

involvement• Continuous brand/product

research and evaluation• Provide customers a deeper,

more educated understanding of the offerings

• Expand service area • Sourcing• Shipping• Cleaning

• Individual product rental costs• Packaged products rental costs• Wholesale discounts for products• Multiple turn times per item• Rental fee includes logistics

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SO U T C O M E .

Completing a Business Model Canvas for a proposed baby product rental service displays key components of the business and business functions. It reveals important relationships between areas of the business, potential revenue and customer segments and relationships — together these categories make up an overview of a standard business plan. Looking at all of these parts of a potential business is beneficial, and required, to successfully build and later maintain a rental service. Detailed overview of the Business Model Canvas in Appendix A.


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The value proposition canvas looks closer at two

key areas of the Business Model Canvas –

Customer Segment and Value Proposition. This

tool helps with designing value propositions that

match customer needs and helps them solve their

problems.

A C L O S E R L O O K .

THE VALUE PROPOSITION CANVAS

27

O U T C O M E .


• Provide their babies with safe, practical

products, improve end of life scenarios, invest

in sustainable companies

• Trying to stand out from the rest, trying to be

environmentally conscious, trying to display

independence and trying to support

businesses that are socially responsible

• Feel like they are providing their babies with

the safest and best quality products, feeling

like they are good parents, feeling

accomplished, feeling financially responsible,

feeling environmentally responsible

• Online platform easily assessible at home or on

the go

• Face-to-face customer service

• Online and phone support

• Sustainable baby products

• High quality products

• First and second line transparency- both our

company and the suppliers/companies of

products we offer

• Lower cost for rental service than purchasing

• Educated and experienced professionals to assist

in rental package design and product selectionPR

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)

Figure 24: Value Proposition Canvas

GAIN CREATORS AND PAIN RELIEVERSH O W A R E N T A L S E R V I C E R E L I E V E S C U S T O M E R P A I N S A N D C R E A T E S G A I N S .

28

O U T C O M E .

GA

INS

• Time saved which would be spent deciding what is needed for baby and what products to buy, time spent shopping in stores/online, saved effort related to research and identifying

“best” products, saved time spent on assembly/disassembly

• Safe products, stylish products, good quality products, easy to assemble, easy to use- beyond

expectations would include sustainable products, excellent customer service,

installation/assembly/disassembly.

• Readily available in store and online, functional, fun

• Easily accessible better quality products, lower cost, less time commitment, not having to

discard used products, more transparency of companies and products, not having to decide

on products to buy• Companies that are socially and environmentally sustainable, doing something for a cause,

bettering communities, displaying independence, makes them look like good parents

• Advanced assembly, cost of high-end/sustainable products, location of availablesustainable products

• Feeling misinformed or uneducated about something, not having the best of the

best, worrying they are subjecting their babies to harmful materials/chemicals, the

fact that these materials/chemicals are allowed to be in children’s products

• Lack of options and availability for sustainably made baby products, lack of

information regarding materials in commonly found products, lack of end-of-use

solutions to reduce clutter/garbage

• Feeling judged for what they supply for their babies, worrying about status

perception based on purchase choices• Financial risks related to cost of raising a child, social risks regarding how others

perceive them, safety of the products they provide their babies

• Financial problems, relationship problems, self-awareness

• Lack of options, unaware, mis-informed

PA

INS

• Creating feelings of empowerment and feelings of

being a part of a positive change

• Free up time spent researching and deciding on

products to buy

• Reduce financial investment in products used for a

short period of time- money that can be spent

elsewhere and/or help eliminate financial stressors

• Provides safe, sustainably made products reducing exposure to known harmful materials/chemicals

• Provides assembly/disassembly and removal of

products after use freeing up space in home

• Provides security knowing they are using

safe/reliable products

• Creating awareness of both commonly used and

sustainable baby products

• Educate consumers on sustainability, negative

buying habits and potential solutions• Investing in companies doing good

• Provide financial savings by lowering the cost at

the rental level

• Removes the stress of having to research and

decide on what is necessary and what to purchase

• Saves time not having to shop

• Fulfills desire to be a part of something positive

and a part of something creating a positive impact

• Reduces fears related to product safety• Reduces the need to dispose of products

• Reduces stress of clutter from unused products

• Reduces barriers to products through lower cost

and local availability

G A I N C R E A T O R SP A I N R E L I E V E R S

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A baby product rental company could fulfill consumers desires for safe

and stylish products and the comfort and convenience of not having to

research, decide on and shop for products. The service would save time

for consumers by offering delivery, assembly, disassembly and remove the

burden of having to discard products after use. Along with quality

products, the expert customer service would likely gain trust of customers

and provide them with a pleasant experience.

• Reduced resource use

• Reduced waste generation

• Higher durability

• Higher recyclability

• Increased operating efficiencies

• Improved environmental quality

• Reduced transportation of goods

• Conservation/bio-compatibility

• Improve standards of living worldwide

• Increased efficiency and effectiveness

• Better feedback on consumer needs

• Facilitate transition toward a more

service-oriented, sustainable society.

• Sufficiency

• Improved health and safety (of

employees, customers, stakeholders…)

• Improved working conditions

• Consumer use of superior products

• Increased employment in the service

sector

• More sustainable economy based on

higher levels of service and

dematerialization

• More opportunities for innovation and

market development

• Lower costs and problems associated

with buying, use and maintenance and

eventual replacement of products

• Increased partnerships/co-operations

• Added value for companies

S O C I A L

SUSTAINABLE VALUESH O W T H E R E N T A L S E R V I C E V A L U E S S U S T A I N A B I L I T Y .

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O U T C O M E .


E N V I R O N M E N T A LE C O N O M I C

A baby product rental service has the potential to create gains and

relieve pains beyond the customer segments. Below are the

anticipated social, economic and environmental sustainable values the

service would offer (See Figure 26).

Figure 26: Sustainable values

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C O N S U M E R B E N E F I T S .

A SUSTAINABLE RENTAL SERVICE

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O U T C O M E .


In addition to satisfying customer gains and relievingpains, a rental service would provide the followingbenefits to consumers:

• Creating healthy habits in our children by exposing them to alternative methods for fulfilling needs with products as services.

• Increasing investments in sustainable companies leading to a healthier, wealthier and happier world for children to grow up in.

• Personal growth through creation of new consumer habits, allowing individuals to find purpose and satisfaction in truly meaningful things.

• Involvement in and connection to a new community of consumers.

• Transference to other areas of their lives potentially leading to additional positive changes.

E X P E C T A T I O N S & P R E F E R R E D A T T R I B U T E S F O R P A R T N E R B R A N D S .

RENTAL COMPANY PURCHASING STANDARDS

Through applying concepts of the Precautionary Principle, performing lifecycle assessments, researchingsustainability standards and evaluating products and brands, a set of standards was developed for productsoffered by the rental service. The rental company purchasing standards are expectations for all partnerbrands and products offered in regards to their management of key social and environmental impacts. Thepreferred attributes include leading certifications and material types determined to be most relevant toproduct offerings and most effective in advancing sustainability.

Ensuring the supply chains behind the products offered are fair, safe and nondiscriminatory is

mandatory. The expectation is for brand partners to maintain a manufacturing code of conduct

outlining the social and environmental standards to be upheld within the manufacturing

supply chain. It is preferred that brand partners be fair-trade certified — promoting safe,

healthy working conditions and empowering communities to build strong, thriving businesses.

F A I R A N D S A F E S U P P L Y C H A I N S

• Safe use of materials of concern; including, but not limited to,

formaldehyde, lead and phthalates

• Use of OEKO-TEX® Certified fabrics

• Abide by all European REACH and US CPSIA Standards

• All foam used is to be low VOC and free from any flame retardants

B R A N D E X P E C T A T I O N S

A key objective is to provide high-quality and high-performance products made from benign and well-

understood chemical inputs. Responsible chemical management safeguards the health of customers,

workers, communities and the environment. It is expected that brand partners maintain a restricted

substances list that meets or exceeds all applicable regulatory requirements. All brand partners must

operate with full material transparency and it is preferred that all compliance testing be completed by a

third-party.

C H E M I C A L S M A N A G E M E N T

• Use of wood sourced from a sustainable forest and certified by the

Forest Stewardship Council (FSC)

• Free from materials of concern; including, but not limited to,

formaldehyde, lead and phthalates

• Fair-trade Certification

• Use of USDA Organic cotton

• B-Corp Certification

• Cradle to Cradle Certification

P R E F E R R E D A T T R I B U T E S

It is important to partner with brands that are committed to continuous effort and

improvement towards sustainability. This includes policies in place regarding waste

management, energy use and/or production, promoting growth in local communities.

greenhouse gas emissions, reduced water consumption and utilization of water purification

systems.

S U S T A I N A B I L I T Y I N I T I A T I V E S

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O U T C O M E .


PRODUCT PARTNERSP R O D U C T S T H A T M A T C H T H E S T A N D A R D S .

32

O U T C O M E .

B R E N N A K E L L Y I S U S T A I N A B L E B A B Y P R O D U C T R E N T A L S E R V I C E I M A S T E R S O F A R T S I N S U S T A I N A B L E D E S I G N I S P R I N G 2 0 1 9 Fi

gure

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H O W C U S T O M E R S C O N N E C T .

FUNCTIONALITY OF THE SERVICE

33

O U T C O M E .


The rental service would be available to consumers through an online platform — web and mobile application compatible. This appears to be the best method for functionality. A recent survey concludes seventy-one percent of millennials say their mobile device is becoming their most important shopping tool57 and twenty-five percent use a mobile phone as their primary source for content.58

In addition to the rental service, product information, selection and customer service connections, the website would also function to educate potential and current customers on sustainability topics and initiatives.

A M O D E L W E B S I T E I S A V A I L B L E F O R V I E W I N G A T

w w w . c i r c u l a r b e g i n n i n g s . w e e b l y . c o m

http://www.circularbeginnings.weebly.com/

THE POTENTIAL IMPACT

34

O U T C O M E .


Q U A N T I F I E D I M P A C T S T H E S E R V I C E P R O V I D E S .

The table to the right (See Figure 30) shows the expected difference in cost of buying vs. renting

particular products. The rental costs were determined by, and estimated based on the following:

(sample figures; not based on actual operating costs — refer to Appendix F for methodology)

• The cost for the rental service to acquire the product

• The expected lifespan of the particular product

• The estimated length of rental use

• The estimated cost to refurbish

• The life-stage in which the product is used

• The estimated number of rental cycles product will complete

ES

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3 0 %B R O K E N D O W N A N D P R O P E R L Y

D I S P O S E D O F

Figure 29 displays the percentage of

products that could be reused (based

on assumptions from the bump’s list of

necessities (See Figure 13)). The

remaining thirty percent of products

would be broken down and recycled,

repurposed, composted and/or

discarded as refuse.

Referring back to thebump’s list of necessities (See Figure 13), it is

suggested that new babies have 10-16 bottles for feeding. The U.S

Census Bureau estimated a 2010 population of 2.584 children ages 0-4

in Edina, Minnesota — up 1.5% from 2000.59 Assuming the majority of

the growth was births of new babies, those 2,584 babies would

presumably ”need” 25,840-41,344 bottles for feeding. One Comotomo

eight ounce bottle weighs 0.36 pounds60 x 41,244 bottles equals 14,884

pounds of baby bottles. For comparative purposes, assume a baby uses

bottles for feeding for their first year of life and bottles can be reused for

three years (or for the first year of three different babies) — and that the

population ages 0-4 in Edina, Minnesota is equally distributed by age.

That would estimate 646 babies in each age 0-1, 1-2, 2-4 and 3-4. 646

babies x 10 bottles equals 6,460 bottles and 646 babies x 16 bottles

equals 10,336 bottles. Assuming those 6,460-10,336 bottles could be

used for three “use periods” consumption could decrease by 12,920-

20,672 baby bottles or 4,651-7,442 pounds of plastic.

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Figure 30: Price comparisons

Figure 29: Product reuse

> $1,300.00

H O W T H E S E R V I C E S U P P O R T S T H E P R O B L E M .

CONCLUSION


The goal of the thesis was to map out the current system of the baby product market — identifying keysustainability challenges including the linear process of consumption , consumer habits and material safety —and determine where in the system changes could be made to improve overall sustainability. The solutionappearedmost favorable when combining several sustainability frameworks andmodels together to create thedesign of a sustainable baby product rental service. The work within the thesis has laid the groundwork for thetransition of the current linear model of the baby productmarket, into a sustainablemodel of circularity.

After much research it is clear that consumer habits are far more complex than originally believed. Consumersmust find value in the products and services they interact with , but also feel their values align with the values ofthe service on an emotional level. Any radical changes in general consumption would be difficult to achievethrough any single product-service system. Decrease in consumption, however minimal, would be consideredsupportive as sustainability appears to be a natural component of product-service systems.

Material safety poses unique challenges as well. Consumers appear to desire safe products, yet the marketcontinues to grow, despite the fact that themajority of products largely available and commonly purchased, areproducts containing known materials of concern. U.S. government regulations appear so lenient that there islittle concern they would oppose anymaterial improvements in a sustainable baby product system.

The proposed solution offers generous improvements to all of the problems initially identified. Ultimately,success with the service as a functioning business would come down to excellent marketing and favorablesupport of influential figures.

NEXT STEPS

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O U T C O M E .


W H A T T H E F U T U R E H O L D S F O R T H E R E N T A L S E R V I C E .

With the formulation of a circular model complete, value propositionsdetermined and a mock-up website created, the next step in theprocess would be the development of a complete business plan. In this,key partnership opportunities could be identified (See Appendix D), coststructure could be formulated and necessary funding would bedetermined.

Additional work is required to determine the best methods for repairingand refurbishing products in ways that maintain expected qualitystandards. Further research is also necessary to decide the mostbeneficial way of marketing the service, any existing brand preferencesof customers and the general logistics of starting a business —the legalstructure of the business, the location, employees and employee wages,method for transportation of products, insurance for business andvehicles and hours of operation.

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I M A G E S O U R C E S .


.

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Figure 17 / PSS

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Figure 20 / Re-vised system

Figure 21 / Rental model

Figure 22 / SWOT analysis

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Figure 26 / Sustainable values

Figure 27 / Newborn baby

Figure 28 / Partner brands

Figure 29 / Product reuse

Figure 30 / Price comparisons

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35 / Mcleod, Saul, "Maslow's Hierarchy of Needs," Simply Psychology, May 21, 2018, accessed March 6, 2019, https://www.simplypsychology.org/maslow.html.

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38 / Baraz, James, and Shoshana Alexander, Awakening Joy: 10 Steps That Will Put You on the Road to Real Happiness, (New York: Bantam Books, 2010) PDF e-book, 156.

39 / Martin, Andrew, "Consume, Consume, Consume With The False Promise Of Happiness!" Collective Evolution, July 17, 2014, accessed September 27, 2018, https://www.collective-evolution.com/2014/07/17/consume-consume-consume-with-the-false-promise-of-happiness/.

40 / Goodwin, Neva, Julie A. Nelson, Frank Ackerman, and Thomas Weisskopf, ”Consumption and the Consumer Society,” 18, Tufts University Global Development and Environment Institute, 2008, accessed October 15, 2018, http://www.ase.tufts.edu/gdae/education_materials/modules/Consumption_and_the_Consumer_Society.pdf.

41 / "Pregnancy, Parenting and Baby Information," TheBump.com - Pregnancy, Parenting and Baby Information, accessed February 09, 2019, https://www.thebump.com/.

42 / Kashtan, Paula, "A Checklist of All the Baby Essentials You'll Need," Baby Checklist: 56 Baby Essentials, August 19, 2014, accessed February 09, 2019, https://www.thebump.com/a/checklist-baby-essentials.

43 / "How to Put an End to Disposable Car Seat Waste," We Hate To Waste, June 25, 2015, accessed December 15, 2018, http://www.wehatetowaste.com/landfill-child-car-seat-waste-solutions/.

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45 / "R/BabyBumps - FTM Overwhelmed When Shopping for Baby Stuff," Reddit, May 31, 2015, accessed November 22, 2018, https://www.reddit.com/r/BabyBumps/comments/37zt0x/ftm_overwhelmed_when_shopping_for_baby_stuff/.

46 / Lee, Euehun, George Moschis, and Anil Mathur, "A Study of Life Events and Patronage Behavior," Study of Life Events and Patronage Behavior, January 01, 1998, accessed November 18, 2018, http://www.acrwebsite.org/volumes/11566/volumes/ap03/AP-03.

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48 / Vitelli, Romero, "Becoming a New Parent," Psychology Today, February 09, 2015, accessed November 12, 2018, https://www.psychologytoday.com/us/blog/media-spotlight/201502/becoming-new-parent.

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50 / "What Is a Circular Economy?" Ellen MacArthur Foundation, accessed November 12, 2018, https://www.ellenmacarthurfoundation.org/circular-economy/concept.

51 / Vezzoli, Carlo, Cindy Kohtala, Amrit Srinivasan, Liu Xin, Moi Fusakul, DeeptaSateesh, and J. C. Diehl, Product-Service System Design for Sustainability, 21, Routledge, 2017, accessed October 16, 2018, www.lens.polimi.it.

52 / Ceschin, Fabrizio, ”Sustainable Product-Service Systems,” 53, Springer, January 2014, accessed October 28, 2018, https://www.researchgate.net/publication/279929801_Sustainable_Product-Service_Systems_Between_Strategic_Design_and_Transition_Studies.

53 /Ceschin, Fabrizio, ”Sustainable Product-Service Systems,” 22, Springer, January 2014, accessed October 28, 2018, https://www.researchgate.net/publication/279929801_Sustainable_Product-Service_Systems_Between_Strategic_Design_and_Transition_Studies.

54 / Barquet, Ana & Cunha, Vitor & Oliveira, Maicon & Rozenfeld, Henrique, (2011), Business Model Elements for Product-Service System, Functional Thinking for Value Creation, 332-337, doi: 10.1007/978-3-642-19689-8_58.

55 /Adler, Marisa, "Product Service Systems - Sustainable Future?" Recycle.com, November 04, 2016, accessed November 12, 2018, https://recycle.com/product-service-systems-sustainable-future/.

56 / Belletire, Steve, Louise St. Pierre, and Philip White, Okala EcodesignStrategy Wheel, Computer software, Okala.net, 2012, accessed January 15, 2019, http://www.okala.net/Okala%20Ecodesign%20Strategy%20Guide%202012.pdf

57 / Sammynickalls, "Infographic: 73% of Millennials Use Their Phones to Shop Online," Adweek, January 08, 2019, accessed April 01, 2019, https://www.adweek.com/digital/infographic-73-of-millennials-use-their-phones-to-shop-online/.

58 / "75 Eye-Opening Statistics on How Each Generation Uses Technology," Ascend, July 17, 2018, accessed February 09, 2019, https://www.agencyascend.com/blog/75-eye-opening-statistics-how-each-generation-uses-technology.

59 / Hennepin County, Research, Planning and Development, Census 2010 Fact Sheet - Hennepin County Age and Gender, June 2011, accessed March 19, 2019, https://www.hennepin.us/-/media/hennepinus/your-government/research-data/documents/2010-census-county-age-gender.pdf.

60 / "BABY BOTTLE EVOLVED," Comotomo, accessed March 09, 2019, http://www.comotomo.com/portfolio/babybottle/.

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61 / Barquet, Ana, Cunha, Vitor, Oliveira, Maicon, Rozenfeld, Henrique, “Business Model Elements for Product-Service System,” in Functional Thinking for Value Creation, (2011), accessed January 3, 2019, doi:332-337. 10.1007/978-3-642-19689-8_58.

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65 / United States, Environmental Protection Agency, Design for the Environment Life-Cycle Assessments, April 19, 2017, accessed February 17, 2019, https://www.epa.gov/saferchoice/design-environment-life-cycle-assessments.

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68 / Strategyzer, "Canvases," Strategyzer, accessed January 10, 2019, https://www.strategyzer.com/canvas.

69 / Strategyzer AG, The Value Proposition Canvas Instruction Manual, Strategyzer AG, accessed November 14, 2018, https://assets.strategyzer.com/assets/resources/the-value-proposition-canvas-instruction-manual.pdf.

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The Canvas business model has been applied and tested in many

organizations, being successfully used to easily describe and manipulate

business models to create new strategic alternatives. This model presents a

clear description of the elements comprising a business model. The Canvas

model includes nine elements, which cover the four main areas of a business:

customers, offer, infrastructure and financial viability.61

• Customer Segments (distinct segments with common needs, common

behaviors, or other attributes): defines the different groups of people or

organizations an enterprise aims to reach and serve.

• Value Propositions: It seeks to solve customer problems, satisfy customer

needs and describes the bundle of products and services that create value

for a specific Customer Segment.

• Channels: describes how a company communicates with and reaches its

Customer Segments to deliver a Value Proposition, comprising a

company's interface with customers.

• Customer Relationships: describes the types of relationships a company

establishes and maintain with specific Customer Segments.

• Revenue Streams: result from value propositions successfully offered to

customers, this element represents the cash a company generates from

each Customer Segment.

• Key Resources: are the assets required to offer and deliver the previously

described elements.

• Key Activities: are performed though the Key Resources to offer and deliver

the previously described elements.

• Key Partnerships: describes the network of suppliers and partners that

make the business model work.

• Cost Structure: describes all costs incurred to operate a business model. 62

THE BUSINESS MODEL CANVAS

40

A P P E N D I X A .


A B R I E F O V E R V I E W .

The Business Model Canvas

designed by: Strategyzer AGThe makers of Business Model Generation and Strategyzer

This work is licensed under the Creative Commons Attribution-Share Alike 3.0 Unported License. To view a copy of this license, visit:http://creativecommons.org/licenses/by-sa/3.0/ or send a letter to Creative Commons, 171 Second Street, Suite 300, San Francisco, California, 94105, USA.

strategyzer.com

Revenue Streams

Customer SegmentsValue PropositionsKey ActivitiesKey Partners

Cost Structure

Customer Relationships

Designed by: Date: Version:Designed for:

ChannelsKey Resources

Figure 32: Business Model Canvas

41

A P P E N D I X B .


o Design for production quality control

o Minimize manufacturing waste

o Minimize energy use in production

o Minimize number of production methods and operations

o Minimize number of components/materials

o Use carbon-neutral or renewable energy sources

o Seek to eliminate toxic emissions

o Avoid materials that damage human health, ecological health, or

deplete resources

o Use minimal materials

o Use renewable resources

o Use waste byproducts

o Use materials from reliable certifiers

o Use recycled or reused materials

o Rethink how to provide the benefit

o Serve needs provided by associated products

o Anticipate technological change and build in flexibility

o Provide product as service

o Share among more users

o Mimic biological systems

o Use living organisms in product system

o Integrate methods for product collection

o Provide for ease of disassembly

o Provide for recycling or downcycling

o Design reuse, or “next life of product”

o Provide for reuse of components

o Provide ability to biodegrade

o Provide for safe disposal

o Build in user’s desire to care for product long term

o Build in durability

o Design for maintenance and easy repair

o Design for upgrades

o Foster emotional connection to product

o Reduce product and packaging weight

o Reduce product and packaging volume

o Use reusable or recyclable packaging

o Use an efficient transport system

o Source or use local materials and production

1 . I N N O V A T I O N

8 . O P T I M I Z E D E N D - O F - L I F E

2 . R E D U C E D M A T E R I A L I M P A C T S

3 . M A N U F A C T U R I N G I N N O V A T I O N

4 . R E D U C E D D I S T R I B U T I O N I M P A C T S

OKALA ECODESIGN STRATEGY WHEEL63

5 . R E D U C E D B E H A V I O R A N D

U S E I M P A C T S

6 . S Y S T E M L O N G E V I T Y

o Design to encourage low-consumption user behavior

o Reduce energy consumption during use

o Reduce materials consumption during use

o Reduce water consumption during use

o Seek to eliminate toxic emissions during use

o Design for carbon-neutral or renewable energy

7 . T R A N S I T I O N A L S Y S T E M S

o Design upgradeable products

o Design for second life with different function

o Design for reuse of components

Figure 33: Okala Ecodesign Strategy Wheel

F O C U S O N T H E W H Y ?

S Y S T E M S T H I N K I N G / i s a way of thinking about, and a language for describing and

understanding, the forces and interrelationships that shape the behavior of systems. This

discipline helps us to see how to change systems more effectively, and to act more in tune

with the natural processes of the natural and economic world.64

L I F E C Y C L E A S S E S S M E N T / A life-cycle assessment (LCA) is a tool that can be used to

evaluate the potential environmental impacts of a product, material, process, or activity.

An LCA is a comprehensive method for assessing a range of environmental impacts

across the full life cycle of a product system, from materials acquisition to manufacturing,

use, and final disposition.65

L I V I N G P R I N C I P L E S F O R D E S I G N / The Living Principles weave together

environmental protection, social equity, and economic health — thus building upon

commonly accepted, triple bottom-line frameworks. But most significantly, they

incorporate cultural vitality because culture is where all aspects of sustainability find their

way into the blood stream of society, and culture is where designers have the deepest

impact as their creations and choices shape habits and values. 66

O K A L A E C O D E S I G N S T R A T E G Y W H E E L / The Okala Ecodesign Strategy Wheel

clusters strategies according to the stages of the life-cycle of the product. The wheel

serves as a powerful brainstorming tool to explore areas of product development or

improvement that have not yet been considered. 67

B U S I N E S S M O D E L C A N V A S / The Business Model Canvas is a strategic management

and entrepreneurial tool. It allows you to describe, design, challenge, invent, and pivot

business models.68

V A L U E P R O P O S I T I O N C A N V A S / The Value Proposition Canvas is a plug-in tool to

the Business Model Canvas. It allows you to describe your Value Propositions and the

target Customer Segments in more detail and evaluate the “fit” between the value you

intend to create and the expectations your customers have.69

C I R C U L A R E C O N OM Y / Looking beyond the current take-make-waste extractive

industrial model, a circular economy aims to redefine growth, focusing on positive society-

wide benefits. It entails gradually decoupling economic activity from the consumption of finite

resources, and designing waste out of the system. Underpinned by a transition to renewable

energy sources, the circular model builds economic, natural, and social capital. It is based on

three principles: Design out waste and pollution, keep products and materials in use and

regenerate natural systems.70

SUSTAINABLE DESIGN FRAMEWORKS

42

A P P E N D I X C .


F R A M E W O R K S D E F I N E D .

43

A P P E N D I X D .


SUPPLIERPERSONASA N E X A M P L E O F A B R A N D P A R T N E R .

PRODUCT STANDARDS EXPLAINED

44

A P P E N D I X E .


A N D W H Y T H E Y A R E I M P O R T A N T .G R E E N G U A R D C e r t i f i c a t i o nGREENGUARD Certification ensures that a product has met

some of the world's most rigorous and comprehensive

standards for low emissions of volatile organic compounds

(VOCs) into indoor air.71

C r a d l e t o C r a d l e C e r t i f i c a t i o nThe Cradle to Cradle Certified™ Product Standard guides

designers andmanufacturers through a continual improvement

process that looks at a product through five quality categories.

Material Health – knowing the chemical ingredients of every

material in a product, and optimizing towards safer materials.

Material Reutilization – Designing products made withmaterials

that come from and can safely return to nature or industry.

Renewable Energy & Carbon Management – Envisioning a

future in which all manufacturing is powered by 100% clean

renewable energy. Water Stewardship—Manage clean water as

a precious resource and an essential human right. Social

Fairness – Design operations to honor all people and natural

systems affected by the creation, use, disposal or reuse of a

product.72

C P S I A C o m p l i a n tThe Consumer Product Safety Improvement Act, or CPSIA, was

put into effect in 2008 and imposes testing and documentation

requirements and sets new acceptable levels of several

substances.73

I S O 9 0 0 1 C e r t i f i c a t i o nISO 9001 Certified organization have implemented quality

management system requirements for all areas of their

business, including; Facilities, People, Training, Services and

Equipment.74

S T A N D A R D 1 0 0 b y O E K O - T E X ®The STANDARD 100 by OEKO-TEX® is a worldwide consistent,

independent testing and certification system for raw, semi-

finished, and finished textile products at all processing levels, as

well as accessory materials used. The OEKO-TEX system

provides the following components:

• Globally uniform and scientifically-based (textile and human

ecologically relevant) test criteria

• Annual re-evaluation and development of the stipulated limit

values and criteria

• Testing and certification of the textile products

through independent test institutes with the relevant

expertise

• Testing of textile raw materials, intermediate and end

products at all stages of processing (modular system)

• Use of OEKO-TEX® certified source materials leads to

synergetic effects in testing, incl. reduced costs for testing

• Product conformity through internal quality

management within the companies

• Company audits to ensure best possible certification process

and targeted support for operational quality assurance

• Product monitoring by means of regular control tests in the

market and site inspections by independent auditors from

OEKO-TEX® Association.75

R E A C H C o m p l i a n tREACH is a regulation of the European Union, adopted to

improve the protection of human health and the environment

from the risks that can be posed by chemicals. REACH places

the burden of proof on companies. To comply with the

regulation, companies must identify and manage the risks

linked to the substances they manufacture and market in the

EU. They have to demonstrate to ECHA how the substance can

be safely used, and they must communicate the risk

managementmeasures to the users.76

F r e e f r o m a n y F L A M E R E T A R D A N T S

F r e e f r o m P h t h a l a t e s / B i s p h e n o l - A ( B P A )Lacking any BPA, phthalates or bisphenol-A in material

composition.

F a i r - t r a d e C e r t i f i e dFair-trade certified products ensure safe, healthy working

conditions and empower communities to build strong, thriving

businesses. Fair-trade certified products are made according to

rigorous social, environmental and economical standards —

working with produces to certify transactions between

companies and their suppliers to make sure that the people

making their goods work in safe conditions, protect the

environment, build sustainable livelihoods and earn money to

uplift their communities.77

R E N T I N G V S . B U Y I N G .

METHODOLOGY FOR ESTIMATED COSTS & SAVINGS

A P P E N D I X F .

The numbers used to estimate consumer savings

are general assumptions and do not factor in the

true operating costs of the rental service and/or

actual purchase costs for the rental service to

acquire products. Any references to anticipated

rental periods are estimates based on preliminary

research. One factor considered for the

anticipated rental periods allowed is the length of

time a product will be used and the age at which

the product is being used. For example, the

Bloom Coco Lounger is suitable from newborn to

12 months, and tested for a maximum weight of

twenty-five pounds, but is recommended that

babies ages 0-3 months would get the most

enjoyment out of it.78 Because of this it is

anticipated that products, such as the Bloom

Coco Lounger, would be used for a period of

approximately three months during the newborn

to infancy phase. The limited duration of use and

age at which it is used suggests that several use

cycles could be completed before the product

would need to be removed from use in the rental

service. Another example is baby bottles. The

American Academy of Pediatrics recommends

that babies give up using bottles entirely by age

one.79 This information is factored in to a very

preliminary estimate that bottles would be

rented for a period of one year or less.

The purpose of these estimates and assumptions

is to simply illustrate both cost savings for

consumers, as well as potential income for the

rental service through the re-use of products.


Documents

IMPROVING SUSTAINABILITY OF THE BABY PRODUCT MARKET