What makes a game changing innovation
We have always believed in people centric research and our innovation process is very much predicated on a human-centric design approach. We loved seeing some of these circular economy innovations in the Guardian, centred on helping people with the problem of waste.
Eg: Ideo's Use Me Loose Me idea take the pressure off the consumer to make the difficult decision to sell on unused gadgets. The nudge that might be required to overcome loss aversion and general apathy / forgetfulness.