The plan behind Inuru. (why working 10 years on flexible light)

Most of you know Inuru from luminous packaging for marketing. What you might not know is, that we will soon release new solutions that will protect human life and reduce waste. This is part of our general mission to transition the planet from single-use & throw-away economy to a circular economy. In my opinion the latter is the only option to preserve the planet that has given us life in the near future.

The vision behind Inuru is to bring displays on every surface. In this way content is not longer static but can be changed. One could display any message, warn or guide, but also change the appearance of a surface and even the whole product. A product can have more than one purpose. The product of the future will not be thrown-away but re-used and re-purposed.


The only way to achieve this is, to create a surface with similar quality like current products. Inuru has passed the critical marketer eyes of world most valuable brand (see our CC campaign here), while adding value through light & so enabling one of the most successful campaign in our clients history. On top Inuru technology is easy to use, since it is no different than a standard label. But does the planet really needs a product like this? And how is it helping the planet?


The answer is no and not yet. Still these are necessary steps in our overall plan. Nearly all new technology comes at a high unit cost in the beginning. Only through building products one learns how to optimize the production and open new applications. With new applications we can increase volume reaching critical mass which again reduces costs. This again results in more affordable product with every generation.


Our next solution for instance will help patients to use medicine correctly, avoiding up 30.000 deaths and $600 billion cost cost associated with medication misuse in the US alone. In the near future we will be able to indicate expiry dates on food packaging tackling a $3 trillion problem. With every product generation we will solve another problem and open our technology to a wider part of society.


Our current focus on high value applications today allows us to realize high margins. Every single penny is re-invested in the development of our vision. Each marketing customer finances the next step towards a circular and sutainable economy.


Finally let me address some common arguments about electronics in products:


Made for Recycling

Adding Inuru is an additive process. You can use exist production steps even decreasing today integration cost by up to 90%. Using Inuru you save energy and costs. Materialwise, whenever something light ups at Inuru it is not toxic. There are no cables or toxic components. We use organic light and single use batteries. Made with materials used in packaging already today. You could actually eat it (I strongly not recommend). We are even certified as "Made for Recycling". We are not better than current packaging but also worse.


Towards a true circular economy work

Nearly every successful innovation in the past at its core has increased convenience. Consumer packaged goods ist the best example. Instead of waiting in-line to explain the store-clerk what we want, we just grab a product in well prepared portions and leave. Packaging provides information and enables easy consumption. Everybody knows how to unscrew a bottle and drink it. After consumption we dispose it into trash with the safe mind that it goes into recycling.


In reality the life cycle of single use products is pure madness. We mine materials, ship them thousands of miles to production, use huge amounts of energy to produce, ship them again to another production (filling), just to ship them again to stores and finally consumers. All just for this one use, before they end up in trash. Finally only 15% of products are recycled. The remaining 85% are burnt. For 85% of the product we repeat this cycle over and over again.

The production of single use products requires materials, energy and water. It is sucking the life out of our planet, including oxygen through deforestation (yes - paper is a big problem). Earth overshoot day is currently in Mid July.


You might be surprised to read that multi-use deposit packaging is economically and ecologically better than single use products (See here). But this only is true if the supply chain is below 600 kilometer of distance. To achieve this the empty packaging needs to be shipped back not to their origins but to the nearest neighbors after use. There it they can be washed and re-filled with a new product.


A use case for such a product could be a beverage carton. Its shape is always the same. Only the printed surface indicates which product is inside. And potentially it can washed out and re-used. But it is the printed surface that hinders of re-use. It would requires to sent the product back to the origin. Sorting all this products is a logistical nightmare. Throw away is cheaper.

Replacing the printed surface with a display, one can change the content on demand. In this way we can sent the container to the nearest neighbor where it will be refilled. This enables to tackle that 600km hurdle and make a circular economy viable. This is possible by display technology (Thats why we invested 10 years). This display will indicate the content of the packaging. Same product can be used in multiple regions. Why the effort? Why not simple glue a plastic label on top of it?


Well, whereas washing uses the same amount of water like the production of a label, production still still require to mine materials. More important the production of a self adhesive label requires more energy to produce than to charge the battery of our display system.


The production and application of plastic labels of 10x20cm requires roughly 0.237kw/h of energy (See for CLA calculation). To charge an Inuru display (including the increased transport weight) requires only 0.065kw/h. Inurudecrease the amount of energy by 72%.


If this energy would comes from re-usables sources we would have a truly circular and non wasteful economy. It is needless to say that an Inuru product can be re-used multiple times also acting as an advertising space on any product.


To summarize

  • we create products that help customers

  • to create cheaper products with higher purpose and wider range

  • To create products with an even more more range

  • To create a circular hardware-as a service economy


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