The Upcycling Industry
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Transcript of The Upcycling Industry
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Growing and Profiting froman Emerging, Sustainable Industry
Andrew Sell Chief Hipcycler
Hipcycle
Fairleigh Dickinson University
Institute for Sustainable Enterprise
Breakfast Seminar Series October 21, 2011
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1. What is Upcycling?
2. The Upcycling Industry
3. Marketing Upcycled Products to Consumers
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Upcycling is the process ofconverting waste materials or
useless products into new
materials or products of better
quality or a higherenvironmental value.
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Two kinds of upcycling:1) taking materials that today cannot be
practically recycled and making them
into something useful.
2) taking materials that can be recycled,but rather than breaking down the
item into their base elements and
building up something new, they are
used in some version of their current
state.
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Lingomaybe even some buzzwords:
Upcycling and downcycling
Upcycling vs. reused
Reclaimed Vintage
trashion
De-stashed
New old stock (NOS)
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1. Yes, it is an industry!
2. Small, disaggregated
3. Its growing.
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Etsy product
searches for the
term upcycled
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Why its growing:
The economy is down: frugality The continued consumer interest in the
environment
An industrial aesthetic is in right now
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Industry segments:
1. Cottage industry; artists and
crafters; etsy.com
2. Entrepreneurs that have built
companies from the ground up
around upcycling
3. Sneaking into the mainstream:established firms experimenting
with the concept
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Nice! Ick!
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Batik Cabinet crafted with
reclaimed print blocks ($699)
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Desk with reclaimed wood
faade ($1499)
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Upcycled
Cardboard
pendant lamp
($249)
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Darjeeling Dining Table
reclaimed from railroad
ties ($899)
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Reclaimed French
Floorboard Coffee Table
($1195)
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In some ways, its a subset of traditional green
marketing
The challenge of marketing products that are
basically trash.
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Especially in todays economy, most consumers
wont pay extra for a green product.
Move beyond educational, and be actionable
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The upcycling industry: small, fragmented,
growing, and full of innovation
Starting to catch the attention of broader
audiences both on the consumer and
corporate side
Green marketing principals applied to
upcycling: provide what consumers want,and move beyond environmental education
and facilitate consumers to take action
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Andrew Sell Chief Hipcycler
1-855-HIPCYCLE
www.hipcycle.com
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Andrew Sell Chief Hipcycler
1-855-HIPCYCLE
www.hipcycle.com
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