Ecodesign Centre (EDC)

“build capacity and capabilities in industry, public sector organisations and higher education so that effective ecodesign can happen in Wales”

established in September 2006 through core funding from the Welsh Assembly Government

– deliver ecodesign initiative– develop centre of expertise on

ecodesign for Wales

what does EDC do?

• applied research (knowledge creation)– demonstrations with industry

• knowledge hub (knowledge transfer)– communications– training resource development and delivery

• connecting agent: policy | industry | education | academia | 3rd sector• international partnerships

Our philosophy is simple, if you can measure it, you can

reduce it.

Orangebox

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challenging goals for Orangebox

comprehensive “environmental” design processtarget zero landfill (85% reduced in 2 years)offer product take-back – end-of-life managementincreasing use of recycled content to 50%zero VOC emissionsefficient transitsupply chain initiativesFSC / PEFC

perceived benefits of ecodesign

strategic

innovation

new product/service ideas

long term gains

changing the value equation

emerging revenue models

internal

reduced production, compliance, end-of-life treatment costs

better communicationsimproved brand perception, differentiation

“added value”

motivated, healthy environmentally aware staff

external

resource efficiency waste minimisation / avoidance

on-site recycling reduced packaging transit packaging (in/out) and point of sale

potential for material re-use

if it’s so good why isn’t every company doing ecodesign?

managerial, process and system barriers e.g.

lack of managerial and operational resources lack of awareness, training, and motivation of employeesfailure of managers to harness the strategic considerationscompeting policy rationales (e.g. environment and innovation)SMEs “can’t or won’t act” - i.e. uncertainty / poor

appropriability

strategic fit

negotiating language

understanding trade-offs

different perceptions

different perceptions

what value(s)

co-development?

create platforms

in the last decade, our context has changed (…)we not only need empathy for individuals, but

also need to get the pulse of the collective.

aradhana goel - lead service designer/strategist, IDEO

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