Abstract
Urbanisation, population growth, and economic development have encouraged a consumer culture in Johannesburg, leading to increased waste production and environmental damage. The dominant linear model of production and consumption values convenience over sustainability, resulting in the quick disposal and devaluation of goods and worsening the waste crisis. At the same time, persistently high unemployment rates highlight the need for innovative solutions that combine sustainable practices with inclusive job creation and skills development.
This research aims to implement Circular Design, Appropriate Technology, and Diffusion of Innovation to revalue overlooked waste materials by developing a product that fosters job creation and sustainable consumption in Johannesburg. Guided by these theories, the study used the Double-Diamond methodology, covering Discover, Define, Develop, and Deliver phases. This methodology ensured the product outcome of this research study aligned with Circular Design principles and utilised appropriate materials, skills, tools, and technologies accessible to the low-income community in focus, and increased the likelihood of product adoption by the intended target market. To achieve this, the study provides an in-depth investigation and analysis of waste perception and subjectivity, waste management systems, consumer culture, and attitudes towards products made from waste materials, as well as a precedent study of companies currently revaluing waste. The findings established a need for inquiry into the product development sector in Johannesburg, where waste materials are being transformed into new products, aiming to shift consumer perceptions of products made from waste and facilitate the transition from a linear to a circular economy. Additionally, the precedent study and primary data collected from these product development companies demonstrated that incorporating waste materials into product development can generate meaningful job creation in low-income areas.
This research study resulted in the creation of a multipurpose bag made from waste PVC medical drip bags that was developed through a low-tech process that supports job creation and promotes sustainable consumption within Johannesburg. This research study also proposes two business models that could be implemented and adapted to other low-income communities facing similar socio-environmental challenges. The outcomes offer both environmental benefits and social impact by reducing waste, creating meaningful employment opportunities, and advancing sustainable consumption in Johannesburg.