Superstar
Michael Martins is an awesome upcycler who specializes in broken bicycle parts. He creates lamps out of the broken parts that are fully functional and look awesome.

I'll admit, if my bike broke, I'd probably just throw it out, but Michael Martins would never do that. His recycled bicycle lamps are built with everything from seats to shocks, meaning that no part of a broken bicycle is ever wasted.

Implications - Consumers are trying to participate in eco-activism as media outlets have warned them of detrimental practices to the planet. Corporations that are able to satiate consumer desire to be environmentally responsible are likely to garner more business than those that don't.