Entrepreneurship, creativity, and environmental responsibility | Dr.Tyra Oseng-Rees | TEDxSwansea

Key Concepts:

• Entrepreneurship
• Sustainability
• Creativity
• Waste glass transformation
• Architectural applications
• Well-being of Future Generations Act (Wales)
• Five Ways of Working (Collaboration, Long-term thinking, Integration, Involvement, Prevention)
• Interdisciplinary collaboration
• Circular economy

Early Influences and Values:

The speaker, Tyra Osen Ree, attributes her entrepreneurial spirit and commitment to sustainability to her father, who turned a new air quality regulation into a business opportunity providing clean air solutions. He demonstrated the value of entrepreneurship, creativity, and problem-solving. Her father also instilled in her a deep care for the environment and protecting natural habitats. This, combined with her love for creativity and making things, formed the foundation of her work.

The Innovation: Fused Waste Glass:

Tyra transforms waste glass into sustainable architectural applications. The resulting material is 100% glass, without resins, concrete, or inorganic binders. The transformed glass resembles stone or marble and can be used for various applications, including corporate gifts, reception desks, light fixtures, and external cladding. The speaker emphasizes that this is not just about recycling but about rethinking waste and reimagining creativity.

Challenges and Turning Point:

After completing her PhD in the late 2000s, Tyra faced challenges in launching her business. Recycled materials were perceived as low-quality alternatives during a peak in consumerism. Market research revealed that even design-led graduates initially liked the recycled glass products until they learned they were made from waste, which diminished their appeal.

The turning point came in 2015 with the introduction of the Well-being of Future Generations Act in Wales. This act made environmental and social well-being a legal requirement, obligating organizations to consider the long-term impact of their decisions on people and the planet. This act provided a springboard for Tyra to refine her business, improve her material, and create better products.

The Five Ways of Working Framework:

The Well-being of Future Generations Act is built on the "Five Ways of Working," a framework designed to turn sustainability into action:

1. Collaboration: Breaking down silos and working across sectors and disciplines to share expertise and align efforts.
2. Long-term thinking: Designing solutions that benefit future generations.
3. Integration: Connecting goals to benefit multiple areas, making sustainability a fundamental part of every decision.
4. Involvement: Engaging people at all levels to make sustainability a collective effort.
5. Prevention: Addressing challenges proactively before they become crises.

University Collaboration Project:

Tyra implemented these principles through a university collaboration project, integrating recycled glass into a new faculty building. The project had three key objectives:

1. Enhance the student experience.
2. Embrace a cross-disciplinary research community.
3. Develop a commercially viable product from recycled glass.

The project involved students, faculty, researchers, project managers, architects, and university leadership. By breaking down barriers and embracing an interdisciplinary approach, they turned waste into innovation.

Changing Perspectives and Language:

Tyra emphasizes the importance of changing perspectives, thinking, language, and actions. She argues that the words we use shape how we think, which in turn shapes how we act. If we continue to focus solely on profit and view waste as disposable, we will continue to treat it as such. However, if we see waste as a material waiting for transformation, we can change the world through collaboration and collective responsibility.

Conclusion:

Tyra Osen Ree's journey demonstrates the power of combining creativity, entrepreneurship, and environmental responsibility. The Well-being of Future Generations Act and the Five Ways of Working provide a framework for integrating sustainability into every aspect of business and design. By changing perspectives and embracing collaboration, we can transform waste into innovation and create a better future.