AMANDA 0:02 Welcome to the purpose power brand, a podcast about leaders and brands transforming business into a force for good. I'm Amanda Stassen, business and brand strategist, social justice advocate and founder of BIZU Innovation Group. I'll be speaking with leaders who are proving that not only does purpose drive profit, but the future of our world depends on it. If you want to grow your business, increase your brand loyalty and not get left behind in the ever-changing marketplace. This podcast is for you.

Today we're talking with Ashley Gorrie, CEO of the Gorrie retail activation company and founder of Unwasted, a new kind of business that's using wasted plastics to create functionally beautiful furniture. Welcome, Ashley, to the purpose power brand podcast. Super excited to have you joining us today.

ASHLEY 0:48 Thanks, Amanda. It's great to be here.

AMANDA 0:50 Okay, let's set some context. Gorrie’s been around for over 100 years doing amazing work and growing. How did you go from being a fixture display and retail environment company to creating a solution for plastic waste? Was there like a Genesis moment that you can let us into that, you know, was an aha for you personally that birthed Unwasted. Walk us through the journey a little bit?

ASHLEY 1:15 Yeah absolutely. So Gorrie is essentially an industrial design firm. As you said, we help brands and brands and retailers come to life at the point of purchase. But that Genesis moment came in late 2019, we were asked to consult on industrial design, ergonomics and graphic design for a fuel petroleum retailer, they wanted us to design their waste and recycling streams for gas stations. As part of the design evaluation, we went to a sorting facility. And it was there that we realized just what a low percentage of diverted plastic actually is recycled, and that that number is approximately 9%. And so the actual product that ends up in landfill is 91%. And that inevitably ends up in our oceans. And so that sparked the frustration, we thought in what we were doing and curbside pickup or commercial pickup was making a difference. And but really, what it made us realize is that there's a systemic issue with recycling infrastructure. So as I said, this was sort of the that spark that woke moment when we decided we needed to do something. And you know, we're not lobbyists. And while we understand marketing platforms and education, we decided it was our business's responsibility to make change.

AMANDA 2:29 Wow, we do a lot of work with helping companies create innovation, what you're talking about is falls into that space of innovation. One of the things that we're asked a lot, and a lot of large, successful organizations wrestle with is this question of creating innovation from within the organization versus from without. Often it's easier to start something new, something that's different outside of the everyday of your organization. How did it work with Gorrie and UnWasted? How did that come into being? Knowing that you guys work with a lot of plastics? How did that, how did that innovation actually, birth itself?

ASHLEY 3:11 Yeah, it was interesting, because we started in late 2019, on this project, and it really started educating us on just how systemic the plastic issue was. So in March 17 2020, was actually we were in a board room, and we circled the name Unwasted on a board and then on the lockdown happened. And, you know, so our traditional business is helping retailers bring their environments to life. And that was put on hold. This gave us time to focus UnWasted and how we show up for our customers. And so Unwasted, it truly has become an evolution of Gorrie. And Unwasted has benefited from Gorrie, because the teams are the same. And actually, I think that's what's so special about what we're trying to do. We're using existing skill sets and experiences and applying them to these new materials to solve major problems. And so Gorrie has benefited from wasted because we need to think sustainably in everything that we do. It's introduced us to new customers and allowed us to create a brand new division, where we're producing these beautiful furniture for the outdoor furniture market, but Unwasted has actually become a passion project for all of our employees. Anyone who works with us and our existing customers in the traditional Gorrie sense. So we're starting to apply this in the traditional fixture fabrication world as well as our new division which is the furniture fabrication.

AMANDA 4:33 Wow. So in your case, the pandemic, I want to say forced but gave you guys the opportunity to rethink the business and then allowed or gave everybody the space to think well what if we did something completely different? What if we actually leaned into this thing and created something that would have an impact on generations, have an impact on the way that we do business, have an impact on the world around us, and the idea of you're using the same resources, you're using the same employees, how has that actually impacted the culture of Gorrie?

ASHLEY 5:13 Well, it's interesting that you, you mentioned that, you know, it was the pause of our organization. Our organization continued on, but it was actually the pandemic, and the prolific use of single use plastics in how everything was packaged. I mean, you know, apples were being individually packaged. And it was this fear associated with a pandemic that increased the use of single use plastics and waste to a greater extent. And so it was looking at this and thinking, no, there has to be leadership that is going to do something with this existing waste that exists. So that sort of answers the previous question.

In terms of culture, it has really allowed us to think differently, I think that the pandemic and you know, use the over the coined term pivot, you know, pivoting your organizations has, has resulted in a lot more creativity, a lot more innovation and accelerated some of these plans that that these organizations have had, in a way that I don't think we would have ever seen before. And so for our organization, it's really about not saying no, and not saying that it's not possible, what we realize through this time period, is that it is very much possible, and that we need to start thinking about storied and circular materials in a very different way.

AMANDA 6:29 Just leaning in on the employee side of it, for a second, in the midst of this mass exodus, that we all keep hearing about the great resignation, what you're describing is a culture, that's not just retaining talent, it's attracting talent, it's magnetizing people to something bigger than them. It's not just a job anymore. It's a mission. It's not just the work you do every day, it's actually a passion that you're, you're making a difference. Talk a little bit about that.

ASHLEY 7:03 This passion, and it's actually, you know, I think why we've seen accelerated success in a very short period of time with which we've been working the interest level. We've done everything internally, from, from our branding, to our storytelling to the design of our fixtures in fabrication, everything from our designers, through production to logistics, we're thinking through sustainably in a completely different way. Everything that we're doing is actually being manufactured domestically. And that's also changed the way that we think about, you know, our carbon footprint in general, but it's also about educating. And I think we've all learned even in our nucleolus, what a different it's going to take in order to make this systemic change. But that as we as individuals have the power to make change. And I think that when you're working within an organization that looks to each individual and says, you have the power to make change, that has just made us so much stronger in our resolution to do what we're going to do. And that each team member feels that they're actually making a difference above and beyond the job that they do nine to five, we as a group, and as individuals are making change,

AMANDA 8:16 It becomes more than just a job, then it becomes an intersection of your personal life, your work life, your social life, it's how purpose starts to create that change in our lives, and in our world. That's amazing. Let's talk about the stat that you just shared, which is, I mean, it's staggering. Tackling the plastics issue was huge. It directly impacts at least two off the top of my head of the UN Sustainable Development Goals. So you know, where you say 91% of plastics is actually not being recycled, it's ending up in our oceans. It gives one pause. But it gives one pause again, because it's we're hearing stats, like we're hearing epic stats, they're super compelling, and yet, and yet few people are engaging. What barriers do you feel continue to exist that key people and businesses who obviously would love to do something but these barriers, keep them from actually engaging? In fact, sometimes the stats can be paralyzing. How are you guys at Unwasted and Gorrie you know, pushing through getting through these barriers?

ASHLEY 9:35 It’s a great question and one that comes down to something as simple as baby steps and not trying to be perfect. When we first started Unwasted we were we were a business as I mentioned before creating waste and recycling solutions. We then went down the path of creating an education platform, you know, to help educate individuals like myself who were learning that there were infrastructure challenges with the recycling system. And then, you know, what can we do as individuals to help better the system, we found that the education was well received, but it fell flat of our goal. And that's when we decided to begin the furniture line, we just wanted to demonstrate the ability to make change by voting with your dollars. And this is where it's a business's responsibility, but it's also a consumers responsibility. And we started looking at our business as a consumer to business brand, not a business to business brand, not a business to consumer brand. But that consumers today really do care, they care. But I do believe that they are sort of going I'm just one person. When you look at that number, when you look at 91% of waste ends up in landfill, and inevitably, in our oceans. What can I is just a single individual do. And so that's why we thought, well, how can we make them part of the process? How can we get them part of the story and make them part of the change, and that's voting with your dollars, that's allowing customers to help tackle the plastic issue, one person at a time, in our, and in our instance, one chair at a time.

AMANDA 11:08 Yeah, I love that you're actually you just hit on one of the key characteristics of what we believe to be a purpose power brand. And that is they think differently about who they're serving, they don't see consumers, they see citizens, we are co-creators in this world today. And I just I love the way that you're talking about how Unwasted is really changing that narrative, and giving people the opportunity to not just engage and but actually vote with their dollars as you're putting it by buying furniture that has been thought through and been put forward in such a way that actually cares for the world. You touched on the circular economy, a lot of people are bandying around that term. What's your take on what that actually means and talk a little bit about how Unwasted is bringing that to life.

ASHLEY 12:02 We touch on two topics within our organization. One is the new plastics economy. So we at Unwasted want to accelerate the new plastic economy. And that is drawing single use plastics out of the environment and into our products. One of the things about the new plastic economies that needs to be understood is that not all plastics are evil, some plastics are they allow for us to, you know, extend the shelf life of food, transportation, you know, prescription medications, etc, there is there is a place for some plastics, there isn't a place for single use plastics. And that's where I think the reuse model is certainly necessary in terms of reimplementing that into our society. You know, use the milkman as the example, we need to get back to that style of consumerism and to reset what our expectations of convenience is.

But with regards to the new plastic economy, what we're trying to do is elevate the value of the plastics that do matter. And so you know, metal and corrugate, they have a higher recycling percentage, because there's value in its second use. And so what we're trying to do in drawing plastics out of the environment into our products, is to give them value. And then within with regards to the circular economy, we are trying to demonstrate circularity with our industrial design of our products, by designing the products end state in mind. So all of our products, once they once you're done with them, they actually can be disassembled, reground and then formed into new furniture. So this is the idea of a circular economy, anything that we produce, must have its end state in mind.

AMANDA 13:48 And so I'm envisioning a boardroom where every single step of the product from its material construct and how it's derived all the way through to that end of life, as you put it was thought through, I mean, literally, is that what you're describing as being, you know, being circularly, I want to call it circularly minded, when creating products and potentially even services.

ASHLEY 14:16 That's, that's it exactly everything that we design needs to have a second life that it's going to be able to live. And you actually see that in a lot of metals, and corrugates, as I mentioned before they can be used in their second life. And so when we're utilizing plastics, those plastics that can be used, that those are then that they have a future state so that they can be used as an alternative material in the future. And so we're driving them out of landfill altogether, that there is a future state for it.

AMANDA 14:47 So good. One of the things that you said earlier, you describe this idea of not trying to be perfect. I really want to just lean into that for just a second. There is such an inhibition around trying to enter into the space of purpose or the space of environmental sustainability or even to be a regenerative brand or business, because it's intimidating. The idea of, if we start this journey, we're going to have to be perfect. Because if we're not, we're going to be taken to task, the cancel culture around us is starting to train people to look at all the tiny little bits and pieces about what an organization is doing, and then to almost cancel out the good work that they're doing. So it almost gives one the sense of well, what's the point? Can you talk a little bit about how you guys thought through that this idea of you know, what, we're going to be okay, to not be perfect? How are you guys getting permission from the people who are engaging with your brand, to not be perfect, and to actually join you to do to go along this journey with you? Can you talk a little bit about them?

ASHLEY 16:01 Yeah I’ve actually found the acceptance of, of this imperfection has been higher than I would have anticipated. So we actually with our with our brand partners and consumers that we’re trying to move the needle forward. And I think that, you know, there, there's been, as you mentioned, quite a lot of critique, we use H&M, IKEA as examples. But if we don't start moving it forward, then we're never going to move. And what these organizations are doing is that they recognize that they need to continue moving the revenue machine forward. You know, we're still are talking about an economic world. So we have to move the revenue machine forward, but we have to start shifting the gear towards the sustainable. And that, quite frankly, there is a green premium still associated with fabricating. And so in order to make this accessible to everybody like and this is one of the biggest challenges that we face is, is that it is expensive to do things in a green way. And that expense almost offsets people's ability to participate. And so I think there is this element of large organizations, and this has happened with Gorrie to where we're funding, we're funding this green movement with the traditional business. And so that funding, and that that movement has to come from somewhere, while we transition businesses. And I don't think it's going to happen overnight, I think that there has to be some understanding. But that also has to come with transparency as to what you're trying to do in order to move you know, the industry forward. The furniture industry is predominantly made overseas. So you know, and predominantly made out of single use materials. So it is a challenge today to completely change what it is that we're doing, which is completely domestically produced with Canadian based labor, fabricated, you know, out of low energy environments, utilizing recycled boards, and in some instances for some of our materials made in solar power plants. So when we're talking about the costs associated with some of this, it does result in the single unit price being more expensive. But that r&d, and that investment has to come from somewhere.

AMANDA 18:19 And you've really highlighted on this idea of transparency. It's another term that's used, perhaps overused and not really fully understood. But transparency, as a means to get permission to go on this journey, as you described. The fact that there is an acceptance of imperfection, knowing that we have to do we have to start somewhere, and it's not going to be perfect. We have businesses that have run in a traditional way for such a long time. And moving the needle and getting them to function in a different way is going to take time. It's going to take money, we need these businesses to be monetarily sustainable, so that they can push forward the effort to move in a new direction. And to create a new business model. You're absolutely right. But it's, it's very encouraging to hear that there has been and that you have experienced acceptance of imperfection in the conversations that you've been having in the relationships that you've been building. So that's that's really encouraging.

So Ashley, in every episode, we want to leave our listeners with some purpose power tips they can apply today to level up their business and brand. What are your two top practical power tips for how you would activate and harness purpose to drive growth in business that that a CEO that a business leader can use today?

ASHLEY 19:46 So I've got two that I want to take you through and the first is risk and the ability to know that taking that step and understand that we're all capable of making meaningful change. And it may seem impossible. And as we just discussed in terms of the fear factor associated with will this be accepted, if it's not perfect. So we have to take the first step, which is risk and put yourself out there and believe that the collective efforts will follow. I grew up with a learning disorder, which I still have. And, you know, obstacles exist everywhere. But they shouldn't stop us from achieving personal growth and collective greatness, no matter what the focus or passion is. And so that's my first take the risk take the step.

And the second is focus on the purpose and live by the purpose. It is so easy to be derailed from a specific purpose. And as I used with Unwasted, we are not a furniture company, we're a circular company. And our intention is, is not to be focused on selling furniture, it's to ensure that we deliver on circularity, and everything that we design and produce. And so from there, it's feeling that authentic self and ensuring you're not afraid to live transparently. And by your purpose. Yeah, so those would be my two tips to take away is risk and steps forward and transparency and living by purpose.

AMANDA 21:18 It's so powerful, you know, I live to see the day where more and more people and businesses remove the purpose from their wall and actually live it out in their daily life. So thank you for sharing that. I really feel like one episode is not enough for all the cool and exciting things that we could talk about. Ashley, do you have any final thoughts that you want to share?

ASHLEY 21:41 I am very bullish and very excited for this sustainable space. I've recently mentored with a virtual community online, and this next generation, which is what we're all doing this for, you know, for the earth and for those who are coming behind us. They truly are going to be living and breathing what it means to be purpose lead. And I think if more organizations focus on who that consumer who that individual is to redesign their path, we will all see great success in the sustainable space.

AMANDA 22:14 That's so cool. It's so cool. Last thing where can people find you, follow you, learn more? What's your call out?

ASHLEY 22:22 You know, we started with talking. We started with trying to understand you know how to make change in this space. So first and foremost, they can find me at Ashley at unwastedtrash.com. I'm always happy to have discussions around this. And also our website unwastedtrash.com and our Instagram handle you can find us and all the information associated with our brand at unleased at trash. That's great.

AMANDA 22:49 Ashley, you are an amazing purpose powered human. I'm honored that you shared your story and your time with us today. Thank you very much for joining us.

ASHLEY 23:00 Amanda. I'm so happy to be here. Honored. Thank you so much for having me.

AMANDA 23:03 Thank you.

OUTRO Thanks for listening to the purpose power brand Podcast. I'm Amanda Stassen. If you liked what you heard, be sure to share and subscribe on your favorite podcast player. We'd also love to hear what resonated with you or if you have a guest suggestion, drop us a line at info@bizu.co Special thanks to Mark Salam for original music and Lead Podcasting for production. Lastly, if you're ready to Purpose Power your brand to grow win and impact at scale. Let's talk visit www.bizu.co. Bye for now.