At Issue Vol13 No1

7/28/2019 At Issue Vol13 No1

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A T H E J O U R N A L OF B U S I N E S S & D E S I G Nissue:O L U M E 1 3 N O . 1 C O R P O R A T E D E S I G N F O U N D A T I O N

Focus on GreenPlantablePackagingReporting onSustainabilityEco-FriendlyArchitecture

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d)lssue:Volume 13, No. 1Spr ing 20 08The Journal ofBusiness and DesignPublisherCorporate Design FoundationPeter Lawrence, ChairmanSponsorSappi Fine Paper North AmericaWhir lpool Corporat ionEditorDelphine HirasunaDesignPentagramKit Hinrichs, Design DirectorTakayo Muroga Fredericks,DesignerContr ibut ing W ri tersDelphine HirasunaPeter LawrenceCoverI l lustration: The Heads of S tateIllustrationCraig La RotondaAn LucPhotographyJohn BlausteinTim Gri f f i thIDEOJock McDonaldBarry RobinsonFor More InformationCorporate Design Foundation20 Park Plaza, Suite 4 0 0Boston, MA 02116Phone: 617 56 6 7676Email: [email protected] Site: www.cdf.org

Board of DirectorsSara Beckman, ProfessorHaas School of Business,University of California, BerkeleySam Farber, FounderOXO Internat ionalRobert PottsDesign Planning ConsultantChris PullmanVice President for DesignW G B HRoger SametzPresident and FounderSametz Blackstone AssociatesPeter LawrenceChairman and FounderCorporate Design Foundation
mailto:[email protected]://www.cdf.org/http://www.cdf.org/mailto:[email protected]


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@ I S S U E C O N T E N T S

Interface's ChairmanRay C. AndersonOn Sustainable DesignChairman Ray C. Andersontalks about how theadoption of sustainabilitymeasures at Interfacehas led to innovative newproducts, reducedcosts, increased salesand improved profits.

Pangea OrganicsBody and skincare productsmaker Pangea Organics"thinks outside the landfill"to ensure their products,packaging and operatingprocesses are eco-frien dly.

Design for LifeBefore designing its newZody task chair, Haworthdesigners and engineerseliminated any materialsand chemicals that wouldbe potentially harmfulto environmental andhuman health.12

Quiz:Environmental LogosYou see these logosproudly displayed onpackaging, brochuresand advertisements, butwhat do they stand for?Test your environmentalIQ by matching theselogos with the organizations they represent.18The World'sGreenest MuseumThe California Academy ofSciences in San Francisco'sGolden Gate Park is a naturalscience museum for the21st century. With a livingroof and solar cell canopy,its architecture presents alesson in living in harmon ywith nature.

The New Annual ReportAs stakeholders demandTriple Bottom Line (financial,social and environmental)accountability, companiesare responding by issuingannual reports on corporateresponsibility and sustainability initiatives.28Business andDesign ClassicCarbon neutral andaerobically healthy, thebicycle is "PC" whenit comes to transportation.In perfecting a rideablebike, however, inventorshit a lot of bumps andmade a lot of false turns.32

20'


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The Interview

Ra y C. Andersonfounded Interface Inc.

in 1973 and built itinto the world's largestproducer of modular

floorcoverings. Asexplained in his book,

Mid-Course Correct ion,he committed his

company to a path ofzero emissions in 1994

and has become anoutspoken advocate ofsustainability. Among

his many honors,Anderson was namedon e of Time magazine's

"Heroes of the Environment" in 2007. He

also served as co-chairof the President's

Council on SustainableDevelopment during the

Clinton administration.

Interface ChairmanRay C. Anderson onSustainable DesignInterface Chairman Ray C. Anderson has workedtirelessly to promote environmental sustainabili tyamong corporations. Here he tells Peter Lawrence,chairman of Corporate Design Foundat ion, howInterface uses design to eliminate emissions and waste.

I've heard you described as the 'greenestCEO in America .' You are certainly one ofthe most passionate, vocal and proactive.Were you always like this?

No. W h e n I founded Interface in 1973, I jus twanted to survive. As a company, we certa in lycomplied with the law and obeyed regulat ions,but beyond that I never gave a thoug ht to wha twe were doing to the earth. Tradit ional ly,carpet manufactur ing has been a petro leum-based business. Back t hen, our factories, asothers in our industry, spewed out hundredsof gal lons of toxic wastewater and more than900 d i f fe ren t po l lu tan ts .W ha t changed your thinking on sustainability?In the mid-1990s, customers were asking oursales force about our environmental stance.Our research d ivis ion organized an environmen tal task force, and asked me to g ive thekickof f speech and share my environmentalvis ion. Frankly, I didn ' t have a vis ion, exceptcomply , com ply , comply . Through pureserendip ity, someone sent me a copy of PaulHawken's book The Ecology of C ommerce. Itchanged my l i fe . Hawken's premise was that

industrialists are largely responsible for thedestruct ion of the earth and are the only onespowerfu l enough to stop i t . It was an epiphanalmoment. Though we were very successfu l ina convent ional sense, I was dumbfoundedby the impact of the industr ia l system on theenvironment. A new def in i t ion of successf looded my consciousness. I was a p lundererof the earth, and this was not a legacy thatI wanted to leave behind.What does sustainability mean to Interface?I t means operat ing in such a way that we takefrom the earth only that which is natura l ly andrapid ly renewablenot another f resh drop ofoiland do zero harm to the b iosphere.What did you tell your task force back in 1994?I gave them a mission to convert Interface toa restorative enterprise. We evolved that into astrategy for 'Climbing Mount Susta inabi l i ty 'reduce, reuse, reclaim, recycle (later we addedredesign), adopt best business pract icesand then advance and share them, developsusta inable technologies and invest inthem when i t makes economic sense , andchal lenge our suppl iers to fo l low our lead.


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The InterviewWhat kind of progress have you madeover the last 14 years?W e' re q u i te a way up the moun ta in on a l lf ronts. From our 1996 basel ine, we havereduced waste by about 52 % . Tha t hasgenerated in real dol lars, $372 mil l ion of costavo idance . We have reduced our ne t g reenhouse gases in abso lu te tonnage by 88%.Water usage wor ldw ide in our company isdown 79%. We have been ab le to c lose 47%of our smokestacks w i th p rocess changes

four -year - long indust ry-w ide recess ion whenour pr imary market actual ly shrank 36%.Has your sustainability emphasis changed theway Interface designs its products?Complete ly. To e l iminate waste, we saw thatwe had to design our products in a d if ferentway. Today the average product in our factorycontains 16% less nylon than 10 years ago. Allper fo rm ext remely wel l , and the offset createdupstream in our suppl iers ' factor ies is equivalent to 10 years of nega- (not used) energy.

"Our head designer challengedhis team to go into the forest andsee how nature would design af loor . . . I t dawned on them,'there are no two things alike/ yetthere's a pleasant order l iness . . .They designed a product whereno two carpet t i les were identical , similar but different.55

and 8 1 % o f our e f fluen t p ipes. W e haverecaptured used product at the end of i tsf i rst l i fe to the tune of 127 mil l ion pounds ofstuf f that we have brought back to ourfacto r ies to c lose the loop on mater ia l f low.Six of our 11 fac to r ies a re now run on 100%renewab le e lect r ic i t y .Some people would ask, 'What did suchreductions cost?'The answer is: I t did not cost; it paid. Our costis down, not up. Waste e l iminat ion a lone isd ispel l ing the myth that there 's a t rade-of fbetween the environment and the economy.Since we started the progra m, Interface a lsohas grown by two-th irds in sales, and prof i tshave doubled . W e expande d and survived a

This dematerializing through conscious designreaches back into the supply chain all the wayto the wel lhead.

Ano ther examp le is tha t fo r years ourindust ry has wet -p r in ted pa t te rns on to ap la in -co lo red carpe t basea w a t e r - a n denergy- in tens ive p rocess tha t a lso requ i reschemica l t rea tment o f wash wate r be fo rere lease in to the wate rways. Our eng ineersd iscovered tha t the tu f t ing mach ine tha tforms the p i le face of the carpet has thepotent ia l to precisely p lace tuf ts of yarn ofse lected co lo rs to fo rm qu i te in t r ica tepa t te rns. So we abandoned w et p r in t ing .The result is a fam ily of patented inven t ionsgiving us an edge in the marketp lace.


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One of your best-selling t i le carpets is Entropy.Could you te l l me how that came about?One day our head designer, David Oakey,chal lenged h is design team to go in to the forestand see how nature would design a f loorcover ing. He to ld them, don' t come back withleaf designs; come back with nature 's designprincip les. The team spent a day l i tera l lylooking at the forest f loor, the ground, thestreambeds, and f ina l ly i t dawned on them,There are no two th ings a l ike here. ' Notwo st icks, no two stones, no two leaves,anyth ing. Yet there 's a p leasant order l iness inth is chaos. When they came back, theydesigned a carpet t i le such that no two t i leswere ident ica l-s imilar but d i f ferent . Entropyhas sold faster than any other Interfaceproduct . Today there are some 82 productsdesigned on Entropy pr incip les, represent ingover 4 0 % of our carpet t i le sales.What ' s the env i ronmenta l advan tage?There is very l i t t le of f -qual i t ies in prod uct ion;inspectors cannot f ind defects among th isdel iberate imperfect ion of no two a l ike. Thereis also very lit t le waste in the installat ion.Installers can install quickly because they don'thave to wo rry a bout get t ing the t i le running inthe same direct ion, the more random the bet ter.There is also very lit t le scrap because even thepiece t i les can f ind a place in installat ion. Theuser can actually replace an individual t i le thatgets damaged by a spil l , or whatever, and thenew tile won't st ick out l ike a sore thumb. Userscan even rotate t i les to equalize wear.How d id In te r face come up w i th the wor ld ' sf i rst to ta l ly g lue-f ree carpet t i le?W e too k th is on because g lue is a source ofvo la t i le o rgan ic compounds (VOC) tha tcontr ibute to poor indoor a ir qual i ty. In d iscussions about how to get rid of glue in theinsta l la t ion of carpet t i les, we wrest led withvan der Waals ' molecular at t ract ion quest ion:How does a gecko cl ing upside dow n to thecei l ing? Our designers d idn ' t f ind that answerbut they d id come up with a revolut ionary

2.5"x2.5" re leasable adhesive tape for the fourcorners of the backside of each t i le . Whenthe t i les are connected laterally, gravity keepsthe t i les securely on the f loor and complete lye l iminates the need for g lue in the insta l la t ion.Gett ing r id of the g lue has reduced environmenta l impact by over 90%.W e r e there f inancia l savings as wel l?Absolute ly. Not only for us but for the insta l lerswho can quickly p lace and move the t i lesw i tho u t w orry ing about the g lue undernea th .Interface 's susta inabi l i ty in i t ia t ives extend toevery th ing f rom recyc lab le swatch samples to atu f t ing m ethod tha t reduces the amount o fnylon in every carpet . Now there is "ClimateNeutra l , Cool Carpet ." Can you ta lk about that?This is a development a imed at customerswho a re par t icu la r ly concerned aboutgreenhouse gas (GHG) emissions. I t enablescustomers to buy a Cool Carpet productthat we will cert ify as climate neutral th roughoutits l ife cycle. W e do that by offs ett in g, orbalancing, net emissions f rom wellhead throughreclamationraw mater ia l acqu is i t ion ,man ufactur ing, transport , use and m aintenance,d isposal or recycl ing. Since 2003, we havesold more than 52 mil l ion square yards ofcl imate neutra l carpet .Do you consider Interface a susta inableco mp a n y t o d a y?No. There 's not a susta inable com pany orsusta inable product anywhere on earth yet , butwe' re wo rking on i t and making terr i fic progress.What is your hope and vis ion for the future?We look forward to the day when our factor ieshave no smokestacks and no eff luents. I fsuccessful, we' ll spend the rest of our daysharvest ing yesteryear 's carpets, recycl ing o ldpetrochemicals in to new mater ia ls, andconvert ing sunl ight in to energy. There wi l l bezero scrap going into landfil ls and zeroemissions in to the b iosphere. L i tera l ly, ourcompany wi l l grow by cleaning up the world,not by pol lu t ing or degrading i t . We' l l bedoing wel l by doing good. That 's the vis ion.

Mission Zero LogoThis logo reflectsInterface's mission tobecome fully sustainableand eliminate itsenvironmental footprintby the year 2020.


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Case Study: Package Design

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Joshua OnyskoFounder and CEOPangea Organics

Boulder, COJoshua Onysko's interest

in sustainability isthe cornerstone of his

approach to creatingecocentric, health-

friendly soaps and skin-care products under thePangea Organics brand.

PangeaOrganicsRestricted to a shoestringbudget, IDEO had tochoose "off-the-shelf"materials for PangeaOrganics5 packaging. Butthe design result looksan yth ing bu t off-the-shelf.B udget constra ints, environmental concern, and skincare products so organicthat the ingredients list reads like afood label were all factors in Pangea Organics'choice of packaging design. Not only is theproduc t 10 0% n atura l, the packaging is madeent ire ly f rom post-consumer waste mater ia lsand is 100% recyclable or b iodegradable.

Joshua Onysko, the 30-year-o ld founder andCEO of Pangea Organics, would not have it anyother way. A man who bel ieves in t readinglightly on the earth, Onysko had earlier l ived onthe beach in Costa Rica, armed with a machete,to chase poachers away from the eggs ofendangered green sea turt les. In 1999, at age21, he bought a one-way t icket to Bombay, f i rststopping in Rhode Island to spend t ime withhis family. While there, he spot ted h is mother 'sbook on making hand-made soap andsuggested to her that they give it a try. Theycreated a soap they called "Oatmeal Love,"which he gave to f r iends and took with h im onhis t ravels throu gh India, Nepal, Tibet , Kashmir,and Southeast Asia. He came back to theStates two years la ter determined to d isseminate in format ion on susta inable businessand l iv ing pract ices by forming an inst i tu te hecalled Pangea, after the super continent thatexisted before a tecto nic ca taclys m broke i t

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::% '. *s-/an GroulxGraphic DesignerIDEOSan Francisco, CAIDEO graphic designerIan Groulx has workedon everything frombrand vision andstrategy to corporateidentity, packaging,environmental graphicsand extensive printcollateral systems.


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\Case Study: Package DesignMaking of a BrandTo garner Pangea Organics morevisibility and respect, IDEO repackagedthe products in a way that establisheda brand identity, communicated thesuperior all-natural purity of its ingredients, and conveyed its unwaveringcommitment to protecting the earth.Recycled PlasticPangea liquids are bottled in HDPE2 recycled plastic. HDPE plasticis commonly used n milk jugs,yogurt cartons, and bleach bottles,and is easily recycled.

Original PackagingPangea's original packaging had a non

descript, dated look that may haveworked fine at farmers' markets, but

lacked the sophisticated brand appealsought by major retail stores. panoeaorganics

HDPEPangea LogoA simple leafy stemcommunicates Pangea's organicphilosophy and the botanicalorigin of its product ingredients.

Color PaletteUsed on packaging and collateral,each color is meant to delineatethe predominant blend of ingredientse.g., Egyptian Basil & Mintis available as a bar soap, showergel, and hand and body lotionno t a specific product.

Lavender I S M IAphrotKsia 1 1 1

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Opaque ColorTo protect light-sensitive ingredients, bottles had to be opaquein color. Brand distinction wascreated through use of Pangea'ssignature brown, vibrant accentcolors, and FF Din typeface.

Standard ShapeIn the bottle ind ustry, this shapeis called Boston Round. Readilyavailable, it is offered in amultitude of screw-top closures,including lotion pu mps, sprayers,droppers, and flip-top lids.

Botanical PatternsLine drawings of generic plantsadded a subtle visual featureto the packaging. The coloredink for the labels lets the patternunderneath show through.


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Educational InsertsAn important part of Pangea Organ ics' mission is to raiseconsciousness of the healthful properties of differentbotanicals and the ecocentric uniqueness of its skincareproducts. Its pamphlet discusses this in detail.

IT DOESN'T JUSTSMELL NICE,IT IS NICE.Editorial Vo iceAvoiding the high-mindedtone of many natural productmessages, IDEO writer A myLeventhal communicatedPangea's benefits in a friendlyand approachable voice.

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PlanetariumTo give visitors the sensation of sitting amidstthe stars, the planetarium's 90-foot dome istilted at a 30-degree angle and cantileveredout over the museum's 212,000-gallon CoralReef tank.

Photovoltaic CellsThe building's outdoor canopy isembedded with60,000 photovoltaiccells, which willgenerate between5-10% of theAcademy's power.

Denim InsulationAbout 68% of the building's insulation is fromrecycled denim, an appropriate material for a citythat gave the world thefirst blue jeans, mad e byLevi Strauss, in 1873.

Mot or i z ed WindowsMotorized windowswill automatically openand shut to allow coolair into the building.


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the museum through the centrala vented glass ceiling to guide

air in and remove stale air. Th e spider-of cables was inspired by nature.

Coconut Husk TraysTh e 17 million plants were started in50,000 biodegradable coconut husktrays that could be easily installed onthe sloping roof.

Living RoofThe 2.5-acre living roof is planted with ninenative species.The hardy plants insulate theroof, capture rainwater, and provide habitat forbutterflies, hummingbirds and beneficial insects.

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to view the alligators andin the swamp tank uponthe Steinhart Aquarium as well as from

water window.

RainforestDome

Inside thisdome, a winding ramp takesvisitors up four

stories, introducing them to

inhabitants ofliving rainforests

from Borneo,Madagascar,

and Costa Rica,and then

down into anunderwater

tunnel to theAmazon RiverBasin exhibit.

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Case Study: Architectural DesignThe plant-covered roof is more than justeducational and beautiful. I t is expected toprovide excel lent insulat ion, keeping in ter iortemperatures about 10 degrees cooler than

a standard roof and reducing low-frequency noise by 40decibels. It wi l l a lso absorb about 9 8 % of a ll storm water,preventing up to 3.6 mill ion gallons of runoff from carryingpol lu tants in to the ecosystem each year.

Another benef i t o f th is roof l ine is that the domes ofthe Academy's p lane ta r ium, ra in fo rest and aquar iumslope at the center in excess of 60 degrees, guid ing f resh,cool a ir in to a vast centra l p iazza and circu la t ing h ot ,sta le a ir out through h igh-point vents.

Computer model ing determined opt imal locat ions forporta l- l ike windows in the domes to maximize sunl ightinto the living rainforest and coral reef exhibits withoutoverheat ing the rest of the bui ld ing. The windows aredesigned to open and close automat ica l ly to a l low natura lvent i la t ion. Photosensors in the l ight ing system wil l a lsodim art if icial l ights in response to daylight penetration,reducing the energy necessary to il luminate interior spaces.

Part of that energy wi l l come from solar ce l ls embeddedin the g lass canopy that surrounds the outer per imeterof the building. As with so many other features of Piano'sdesign, the solar cells are not hidden from view, but aremade an integral part of the building's aesthetics.

"The solar cells cast a shadow on the space beneath the mso the light around the building is not flat," says Piano. "[Thel ight] actually vibrates. I l ike very m uch the idea that the solarcells take the energy from the sun and also project a shadow ."

This embodies Piano's approach to architecture, whichhe says, "is not just about making walls, f loors, and ceilings.Architecture is the art o f making emot ion. I th ink thatthe two most important emot ions of the bui ld ing are thesense of vibration of the light and the sense of continuitybetween outside and inside."

Piano intended his design to create a feeling of transparency and connectedness between the bui ld ing and thepark through select ion of mater ia ls and arrangement ofspace. He used glass extensively in the exterior walls, sovisi tors can look through the museum to the surroundinggreen space. Visitors enter through the piazza which hasa glass ceiling revealing the sky above. To maintain anopen, airy feel, even the centra l support co lumns weremade extremely slender through the construct ion of a

fascinat ing "spider web" of carefu l ly conf igured cablesdesigned to prevent the sl im columns f rom bending.

"Museums are not usual ly t ransparent ," says Piano."They are opaque, they are closed. They are like a kingdomof darkness and you are trapped inside. You don't seewhere you are, but here we are in the middle of a beautifulpark, so you want to look out."

Some of the building's most sustainable features are notvis ib le to the publ ic. The structura l f ramework is made f romrecycled steel. The insulation for the building is made fromshredded blue jeansan appropriate choice for San Francisco,which is the hom e of Levi Strauss, the com pany tha t m ade theworld's first blue jeans for California gold rush miners in 1853.

& African PenguinOne of the 21 dioramasin African Hall willfeature a colony of liveAfrican Penguins. Th e20 penguins will dipand dive in a 25,000-gallon tank, completewith simulated wavesand realistic daytimenighttime lighting.

In addit ion, the bui ld ing 's pro xim ity to the Pacific Ocea n, afew miles away, wi l l enable the Academy to p ipe in oceanwater d irect ly and cycle i t through natura l f i l t ra t ion systemsfor the Ste inhart Aquarium's salt water tanks.

Although the new Academy bui ld ing wi l l not open to thepublic until this fal l , it is being hailed for its sustainabledesign. It wil l become the f i rst museum to earn a LEED(Leadership in Energy and Environmental Design) Platinumcertif ication from the U.S. Green Building Council. I t hasalready received the 200 5 silver Holc im A war d for SustainableConstruct ion and the 2006 Environmental Award forsustainable design from the Environmental Protection Agency.

The awards validate the Academy's and Piano's objectivesfrom the start. "A natural history museum is not just theplace where you show science," Piano says. "It is also theplace where you discover science. When you study science,you realize that the ea rth is fragile. So this building hasto be one of the most susta inable bui ld ings in the world."

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Corporate Responsibil ity Reports

The NewAnnual Report

What are you doing toensure a sustainable planet?The public is demandingto know, and an increasingnumber of companiesworldwide are complyingby issuing annual corporateresponsibil i ty reports.

At a t ime when SEC-mandated f inancial annual reports runthe gamut f rom min ima l is t "10-K wraps" to t radit ional bookswith photographs, charts and thematic messages, a newcategory of annual reports is emerging. Companies give themvarious namesCorporate Responsibil ity Review, GlobalCit izenship Report, Sustainable Development Reportbuttheir intent and purpose are basically the same: to addresspert inent environme ntal, socia l , com mu nity and susta inabi l i tyissues, define specif ic objectives, and benchmark progress.

Although companies are not required by law to producesuch reports, an increasing number do. In Europe, about 90%of the top companies publish corporate responsibil ity reports,averaging 72 pages, according to CorporateRegister.com. Nearly two-th irds of companies in non-t ransat lant ic nat ions,including Japan, Brazil and Australia, do too, with an averagepage count of 64. Recent ly U.S. businesses have adoptedth is pract ice, with the major i ty of the top 100 Americancompanies now publ ish ing reports averaging 44 pages.

Also no teworth y is that com panies that are not publ ic lyheld issue corporate responsibil ity reports too. Universit ies,medical faci l i t ies, agr icu ltura l concerns, t ransportat ion l inesand other businesses are responding to stakeholder demandfor greater t ransparency and accountabi l i ty. Today evenshareholders who wan t to protect the value of their investmen trecognize that sustainable performance depends on a healthy"triple bottom l ine"environmental, socia l and f inancia l.

Since no disclosure rules dictate what must go into acorporate responsib i l i ty report , in format ion var ies broadly,but typically focuses on specif ic issues relevant to thatbusiness. Protection of human rights in overseas operations.Employee health and workplace safety. Use of toxicsubstances. Renewable energy and conservat ion. Wastemanagement. Size of carbon footpr int . Animal test ing ofdrugs and cosmet ics. Environmental chain-of-custodyoversight. Water and air quality. Recyclability. Environmentalpartnerships. These are some concerns that g lobalwatchdog g roups c lose ly mon i to r , ready to ca tch andexpose scof f laws on Internet blogs and post ings.

To bear up under th is scrut iny, the major i ty of corporateresponsibil ity reports surveyed avoid speaking in generalit iesand in a ma rket ing tone of vo ice. Instead they focus moreon what they are actual ly doing, re inforcing their messagewith tables and graphs and evocat ive color photography.Here are some ways that companies and inst i tu t ionsare comm unica t ing the i r susta inab i l i t y e f fo r ts e f fec t ive ly .
http://corporateregister.com/http://corporateregister.com/


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Gap Inc.90 pages self cover, n"x17"For Gap, commitment to social responsibility extends notonly to its 150,0 00 employees but to those working in thegarment factories of its global supply chain. Tables andcharts in its report track conditions and remedial progress.Energy conservation and environmental performanceprograms cited run the gamut from the use of organic cottonto replacing some 7,500 light fixtures in two locations w ithlow-energy T8 fluorescent bulbsgood for the environmentand a $9 47 ,00 0 annual savings for the company.

WHAT IS ACOMPANY'SROLE INSOCIETY?

ProvocativeQuestionsBold questions leadof f each section ofGap's social performance review.

%.2005-2006R E S P O N S I B I LREPORT

PLANET?

Nike163 pages online only, 8.5"x 11"No photographs or illustrations are included in Nike's163-page Corporate Responsibility Report, just charts andgraphs. The online report (designed to a downloadable size)delves deeply into initiatives related to sustainability, humanrights, workplace safety and com mun ity support. In theinterest of full disclosure, it even includes a directory of namesand addresses of all of its contract factories worldwide.

Innovate fora Better WoridTransparencyColors are fashionable, but reporting isfact-filled and to-the-point.

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Stanford University12 pages plus cover, 7.5"x 11.75"Environmental leadership, innovat ion and con servat ionare the three pil lars of Stanford University's sustainabil ityprogram. I ts report l is ts achievements that rangefrom ret rof i ts in student housing to save 50 mi l l iongal lons of water annual ly to reducing the numberof s ing le-occupancy commuter veh ic les on campus f rom7 2 % in 2002 to 52% today . Other programs inc ludenew bui ld ings that int roduce green innovat ions and anEnergy Crossroads conference that br ings togethersus ta inab i l i ty leaders f rom the gove rnmen t , n onpro f i t ,business and academic sectors.

Lead by ExampleProtecting the futureof the planet is partof the educationalprogram.

Target16 pages self cover, 8.5"x 11"Target 's corpora te respons ib i l i t y message focuses oncommuni ty and env i ronmenta l ac t iv i t ies in Nor th Amer ica ,where i t opera tes approx imate ly 1 ,500 d iscount re ta i ls tores in 47 states. The discount retai l g iant featuresin i t ia t ives that re in force i t s consumer - f r iend ly image bycal l ing out projects, such as of fer ing f ree apartmentsto famil ies of long- term pat ien ts at St. Jude Chi ld ren'sResearch Hospital to funding c lassroom f ie ld t r ips forschoo l k ids. On the env i ronm enta l f ron t , Target h igh l igh tsi ts two LEED-cert i f ied sustainable stores and gi f t cardsmade f rom b iodegradab le mater ia l .

Signature RedTarget's family-focused attitude iscommunicated onthe opening spreads.

Responsibility.

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a Business and Design Classic

TheBicycleBy conservative estimates, over a billionbicycles exist in the w orld today. Bicyclesare stil l the principal mode of transportat ion in many countr ies, includingChina. As vehicles go, they consumeno fossil fuels and are aerobicallyhealthy, not to mention easy to park.

Surprisingly, even though a stude ntof Leonardo daVinci reputedly sketchedout all the parts of a bicycle around1490 , it wasn't until 1818 that a Germanbaron named Karl von Drais came upwith a wooden vehicle with tw o wheels,a seat and handle bars. Un fortunately,the Draisienne, or "hobby horse," hadno pedals; the rider alternately walkedand g l ided h imself forward.

In 1839, a Scot t ish b lacksm ithinven ted a se l f -p rope l led b ic yc le -but i t weighed 56 pounds and nevercaught on. In 1863, a Frenchmancame up wit h a woo den b icycle w ithpedals that cranked only the frontwheels forward. Although of f ic ia l lynamed the Velocipede ( fast foot) ,many called it the "bone shaker"a clue to how it rode.

In 1870, an Englishman rolled out abike with a large front wheel andsmaller back wheel that coveredgreater distances with less pedaling,but most riders kept fall ing off. In the1880s, two E ngl ishmen introd ucedsuccessive inventionsthe chaindrive and a rear crank axlefollowedby an Irish veterinarian named JohnBoyd Dunlop who developed a ir- f i l ledrubber t i res for a more comfortable

r ide. Finally, an affordable bicycle thatappealed to the masses was born.

As fate wou ld have i t , the b icycle 'ssuccess in the marketp lace wasimpeded by the f i rs t p roduct ion o fgaso l ine -powered au tomob i les inthe 1890s. (Even the Wr igh tbrothers, who sold and repairedbicycles for a l iv ing, opted to conc entrate on bui ld ing an a irp lane.)

Stil l , bicycle innovat ions sold ieredf o r w a r d . The 1940s saw the in t ro duct ion of bui l t - in kickstands sobicycles could be parked upr ight .In the 1960s, 10-speed gear shif tsbecame commonp lace , and inthe 1970s, mounta in b ikes madethe i r debu t . When i t comes toimprovements in b icycles, progressis slow but steady. W ho know swhat th is century wi l l br ing?

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A sustainable value in the home. GREENKITCHEN isWhi r lpoo l Corporat ion 's la test des ign concept that breaksnew ground wi th the creat ion o f a k i tchen eco-systeminspired by the cycles of nature. GREENKITCHEN's integratedsystem of appl iances wi l l he lp consumers to adapt ,reduce and recycleoptimizing heat and water processesand saving up to 70% on their appl iance energy bi l ls.

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ENERGY STAR> A WA R D2 0 0 8SUSTAINED EXCELLENCE

For the third consecutive year, Whirlpool is the proud winner of the ENERGY STAR Sustained ExcellenceAward from the US Department of Energy and the US Environmental Protection Agency. This recognizes outstanding env ironmental leadership in resource efficiency while sustaining product a nd marketing excellence. WhirlpoolZk.CORPORATON


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It's never beeneasier to choosethe right paper.

At Sappi, w e know that you're not just buying paper, you're forging a partnership. So you needto k now you're working with a global company that you can rely on wherever you are. Onewh ose passion for innovation is matched only by a com mitm ent to environmental responsibility.You'll find these values best reflected in our paper families. From Premium to Economy, w e ma keit easy to ch oose the right paper and the right paper com pany.For assistance and printed samples, contact your local Sappi merchant or sales representative,or v isit sappi.com.PREWillilWMcCoy BUZZLOE(Lustra OffsetEnvironmental)Tempo

SAPPI is a trademark of Sappi Limited. HANNOART, MAGNO and TEMPO are trademarks of Sappi Europe SA.MCCOY, LUSTRO, OPUS, SOMERSET and AERO are registered trademarks, and FLO and LOE are trademarks of Sappi Fine Paper

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North America.

ECONOMYFlo

2008 Sappi Fine Paper North America. All Rights Reserved. s a p p i
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Sappi Fine Paper North AmericaSappi Fine Paper offers theworld 's broadest and f inestchoice of coated pr int ing papers.Sappi brands include McCoy,LOE, Opus and Somersetand are known for the highestqual i ty and abi l i ty to meet thedemands of advanced pr int ingtechnology. A favor i te choiceof corporat ions, publ ishers,advert isers and direct mai lmarkete rs, Sappi papers arespecif ied for corporate annualreports, magazines, premiumcatalogs, advert is ing inserts andfine art books. Sappi's NorthAmerican mi l ls are tr ip le Chainof Custody cert i f ied to theSustainable Forestry Initiative(SFI), Forest S teward shipCouncil (FSC), and Programmefor the Endorsement of ForestCert i f icat ion (PEFC) programs.Sapp i is comm i t ted to p rom ot inga better understanding ofdesign in business throughsponsorship of numerousindustry-relevant programs.www.sapp i .comSappi donates a portion of therevenue from LOE sales to thenonprofit Living Lands and W atersenvironmental organizat ion.PaperPrinted on LOE (Lustro OffsetEnvironmental) Gloss Cover100 lb /270gsm (conta in ing 20%PCW f iber) and LOE DullText 100lb/148gsm (containing3 0 % PCW ). The electr ic i tyused to m anufacture LOE at ourCloquet and Muskegon Mil lsis from on-site generatedrenewable energy sources.

Whirlpool CorporationWhir lpool Corporat ion is thewor ld 's lead ing manufac turerand marketer of major homeappliances, with annual sales ofapproxim ately $19 bi l l ion, morethan 73,0 00 employees, andmore than 70 manufacturing andtechnology research centersaround the world. The companymarkets Whirlpool, Maytag,KitchenAid, Jenn-Air, Amana,Brastemp, Bauknecht an dother major brand names toconsumers in nearly everycount ry a round the wor ld .w w w .w h i r l poo l . com

Corporate Design FoundationThe Foundat ion is a non prof i teducational and researchorganizat ion whose mission isto improve the quality of l ife andthe effect iveness of organizat ions throug h design. I t conductsresearch, develops teac hingmater ia l and col laborates w ithbusiness school faculty tointroduce product design,communica t ion des ign andoffice design into the businessschool cu rr iculum. The Foundat ion also works with facultyand students from business,design and at least one otherdiscipl ine to introduce interdisciplinary courses at universitiesand co lleges. The Foundationconducts conferences, workshops,and part ic ipates in othereducational programs about therole of design in business success.w w w .cd f . o rg

Insync Marketing SolutionsInsync Market ing Solut ions isNorth America's largest minor i ty-owned premier qual i ty pr inter.From its operations in Los Angeles,the company offers high-endservices in premedia, sheetfed, weband large-format digi ta l pr int ing.In 200 7, Insync was the recipient ofthe prestigious Sappi InternationalPrinter of the Year award. Itscommi tment to sus ta inab i l i t y isalso recognized by major environme ntal groups. Insync serves thegraph ic a r ts comm uni ty f romoffices in San Francisco, San Diego,Detroi t and Los Angeles.www. insyncms.com

sO Mixed SourcesProduct group from well-managedforests, controlled sources andrecycled wood or fiberwww.fsc.org Cert no. SW-COC-17 1996 Forest Stewardship CouncilSappi LOE is a FSC Certified paper; Sappi's FSC Co Ccertificate numb er for the Cloquet Mill is BV-COC -060801 and their Muskegon Mill is BV-COC-061202.
http://www.sappi.com/http://www.whirlpool.com/http://www.cdf.org/http://www.insyncms.com/http://www.fsc.org/http://www.fsc.org/http://www.insyncms.com/http://www.cdf.org/http://www.whirlpool.com/http://www.sappi.com/


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