Thousands give away items free every week on Facebook give-away groups — angel behaviour that is real, intrinsically motivated, and waiting for better infrastructure.
Facebook groups are chaotic and low-trust. Carousell feels like work for lower-value items. Most things get binned because the bin is the path of least resistance.
Carousell handles selling. Facebook groups handle giving. Recycling bins handle disposal. But these are disconnected islands — when one fails, there's no next step and the item gets binned by default. Nobody owns the full ownership lifecycle.
The gap between 7-in-10 and 3-in-10 closes when giving, receiving, and connecting is as easy as messaging a friend.
Government mandate is clear. Consumer behaviour is the missing lever — top-down policy alone won't get there.
Extended Producer Responsibility for e-waste and packaging creates real corporate demand for consumer-side impact data at scale.
But not because it's good for the environment. By making circularity easy, STWD enables an ownership lifecycle mindset and builds communities that embrace conscious consumption and mindful spaces.
Background across tech, sustainability, and consumer markets in Singapore and regionally.
Built and launched TavaSIS — a working B2B SaaS — from scratch in months, with a consultant and a destination client onboarding now.
Both STWD and TavaSIS share the same purpose: making sustainability easier to act on, not just think about.
Help shape a business model that funds STWD sustainably — so the mission never gets compromised by commercial pressure.
Connections to grassroots leaders, town councils, and HDB community networks — to encourage households to adopt STWD one community at a time.
Expertise in behavioural change — how to influence people not to buy more, but to buy less, and feel great about it.