IFA International 2019 Day 6 Edition

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BROUGHT

TO YOU BY

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Arcelik CEO Hakan Bulgurlu used his 2019 Mount

Everest climb to draw attention to climate change

Hakan Bulgurlu

CEO, Arçelik

SUSTAINABILITY IS

NO LONGER A GOAL,

IT’S A BUSINESS MODEL

Finding ways to

solve the world’s

environmental

challenges was a key

theme of Arçelik CEO

Harkan Bulgurlu’s IFA

keynote.

An avid outdoorsman,

Arçelik’s Harkan Bulgurlu

showed several photos from

his many journeys to some

of the world’s most-coveted

tourist locations during his

IFA keynote.

“I used my Everest climb

to raise awareness to what

some call climate change,

but what I call climate

catastrophe,” Bulgurlu said.

He recalled taking his

children to Thailand’s

Maya Bay, where instead of

admiring the beauty of the

area, he had to carry them

through knee-deep layers

of plastic. “This is happening

because most developing

countries are increasing their

use of single use plastics,” he

said. “Rapid and substantial

action has to happen now.

Sustainability is no longer

just something nice to have –

it is a business model.”

Arcelik is working with

researchers in universities

around the world, on how

to rethink the world’s

relationship with plastics.

“Why not take old plastic and

re-use it?” he asked.

This idea has led to Arçelik’s

development of a washing

machine drum made from

recycled plastic bottles.

“In South Africa we decided

to develop a solar fridge and

consumers invested in this.”

Bulgurlu said.

And while this model costs

more than a conventional

fridge, Arçelik research

has found that consumers

are nonetheless happy to

pay the extra. “But more

importantly, the fact that the

South African government

put money into the project,

means that more people in

Africa can afford a fridge.”

And thinking further outside

the box: “If we can find a

biodegradable plastic, we can

imagine burying our fridge

in our front yard and in five

years it has gone. This has to

be the way we go. “

Where others see waste,

Arçelik sees something

that can be used for new

products. “Microplastics in

the oceans overwhelmingly

come from your clothes,”

he said. “Unfortunately no

one has filtration that can

capture these. But Arçelik

has now built a washing

machine that will filter micro

plastics.” He said he hopes

that competitors might also

take this research on board.

Arçelik is in a position to do

something about the world’s

environmental challenges

and simply must, Bulgurlu

said. And while it costs

more, the choice ultimately

remains with the customer.

“Now is not the time to

procrastinate. Our planet

needs us now. This is not just

for us, our customers also

demand this”

Hall 23

Stand 101

WHAT SOME

CALL CLIMATE

CHANGE,

I CALL CLIMATE

CATASTROPHE.

4

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