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Eric Brac de la Perrière

Founder, Yoyo

BACKGROUND / Professional and educational background:

As a born entrepreneur, Eric Brac de La Perrière created Yoyo in 2016, which aims to increase the recycling rate in cities by rewarding sorting practices on a collaborative platform. Through Yoyo, Eric wants to mobilize companies, cities and citizens for a common cause: develop sorting and recycling of household packaging in cities.

His career as the CEO of Eco-Emballages from 2009 to 2015 gave him specific expertise in circular economy and public-private partnership. Eric also held various key positions in media and consultancy groups as CEO of The Link Factory (Havas Group), CEO of Burson-Marsteller (WPP Group) and Chairman of Me & US (M&C Saatchi Group). As a graduate of L’Institut des Hautes Etudes de Défense Nationale, Eric served in the French Navy Commandos as a Navy Officer and worked for the Compagnie Générale d’Aéronautique in South America. Today, Eric places his expertise in management and environmental issues at the service of Yoyo, the first collaborative platform which ambition is to revolutionize recyclable waste collection.

ACHIEVEMENT / What does the project/initiative/startup/company you will be presenting at the Positive Economy Forum consist of?

Yoyo delivers a new approach to plastic waste collection by combining digital and reward of the waste-sorting practices, in order to increase the volumes of recyclable plastic waste.

The principle is simple: using their smartphones and a collaborative platform, the inhabitants are rewarded for the extra effort they put into sorting their waste, in the form of free services offered by the municipalities (urban transportation or access to sports and cultural infrastructures), the possibility to make donations to associations, and coupons or promotions offered by sustainable companies. The individual rewards will also lead to collective rewards as the system will provide the citizens with a cleaner neighbourhood and city, closer neighbourly relations, …

LOCATION / Where do you lead your project/company (city, region and country)? Yoyo starts in France in October 2016 with Lyon and Bordeaux, and will then expand to the rest of France and worldwide, starting with Africa (Morocco, Ghana, Ivory Coast).

IMPACT / How do you evaluate the economic, social, politic and environmental impact of your project / action?

The positive effects of Yoyo are numerous.

On an economic level, this waste collection system costs less for the cities, which means that the citizens waste removal tax (TEOM) should decrease.

From a social point of view, Yoyo enables to develop neighbor relationships and to reward a civic gesture.

Yoyo also has a positive environmental impact since increasing the recycling rate enables to preserve natural resources, to limit CO2 emissions and to save energy.