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Design for a One Planet Economy
Prof. Rob HoldwayGiraffe Innovation Limited
Agenda
- What's the big deal about sustainability - Experiences with selling sustainability to business - What can companies do - How best to capture 'green' benefits/metrics - How do you sell this to our customers- How can you improve your products and packaging?
Design Factors
80% of environmental impacts, and therefore costs, are determined at the early stages of design!
Design-out waste
Product Roadmaps – UK Government
adaptation
mitigation
Giraffe Service Offering
> Carbon and ecological footprinting.
> Sustainable design strategy
> Environmental Legislation
> GHG Analysis & Reporting
> Innovation Management (Creativity)
> Competitive Benchmarking
> Third party CSR reporting evaluation
> Research
> Unique – design led carbon reduction
> $225m in potential savings for clients
“One of Britain’s Top Independent Green Businesses “
Guardian Business Pages
“Britain’s leading eco-design consultancy” – The Manufacturer
‘Design Activism’
‘Design Activism’
Trevor Sorbie creates his Habbit
Hairdressing legend Trevor Sorbie
created his Habbit at the L’Oreal
portfolio congress
Consumer typologies
Channel 4: DUMPED Habbits
2
2
2
2
2
2
©
The Challenge of building consensus
Confusing targets
Diff
eren
tiatio
n
Cus
tom
er N
eed
Low Market Value High
The Progression of Value
Different and
unique
Undifferentiated
Specific
Generic
£2.80
£1.20
15p
5p
Source: Pine & Gilmour
Experience economy
Experience
Customisation
Benefits
PriceQuantity
Quality
Variety
Style
Service
1940 1950 1960 1970 1980 1990 2000 2010
Source: Giraffe Innovation
Picture source: Form Magazine 175 September/October 5/2000
Ubiquitous Computing
Interface Ltd
Case Study
Manufacturer anddistributor of modular flooring
European manufacturing
Design Leader – Ray AndersonMass Personalisation
Mass customisation
Digital personalisation
“Sustainable innovation means finding new ways to do new things, as well as new ways to do old things.”[Dr P.R White Associate Director for Corporate Sustainable Development, Proctor & Gamble, Newcastle UK. Sustainable Innovation]
Customer research feedback
Research has shown that green consumers:
- are sincere in their intentions, with a growing commitment to greener lifestyles;
- almost always judge their environmental practices as inadequate;
- do not expect companies to be perfect in order to be considered 'green'.
Walmart Scorecard• How will the scorecard be weighted?
– 15% will be based on GHG / CO2 per ton of Production
– 15% will be based on Material Value
– 15% will be based on Product / Package Ratio
– 15% will be based on Cube Utilization
– 10% will be based on Transportation
– 10% will be based on Recycled Content
– 10% will be based on Recovery Value
– 5% will be based on Renewable Energy
– 5% will be based on Innovation
‘A brand is a trademark, a name, a logo; a trustmark; a promise to the customer; and a perceptual identity that exists in the minds and hearts of a company’s customers, employees and suppliers’
Chuck Pettis, President Brand-Solutions Inc. (Technobrands)
Low energy light bulbs
Supermarket's offer of air miles in exchange for low-energy light bulbs is like giving away a pack of Benson and Hedges with every Nicorette patch
Packaging
© Copyright Giraffe Innovation Limited
The jeweled Chambord bottle worth of $2 million by D onald Edge28 September 2009via www.luxist.com
Encrusted with 60 carats of diamonds and pearls, set in 18 karat yellow gold.
$2 million.
As Chambord brand manager Charlotte Ashburner says, this luxury item strengthens the premium positioning for the brand .
• Sam Dixon, -Observer Reader:
• ‘This is the most ridiculous piece of packaging I have ever come across,’
• Official response from Morrisons,
• ‘Morrisons coconuts are shrink wrapped to ensure that they reach the customer in the very best condition. The packaging helps to keep the product fresh, limit damage from breakages, stop coconut hairs getting into other foodstuffs during transport and allows an information label to be attached.
More protests…
January 2007
‘Carbon’ Footprinting
Lean Thinking
The Value Stream for a can of cola:
> ‘Muda’ - any process that consumes
resources but creates no value.
> “a lengthy set of actions extending over
X? days, most of which consumes
resources but create no value”
> Lean thinking and life cycle thinking are
compatible
LEAN THINKING
c. 1993
> ECOVISION
> GREEN FLAGSHIPS
BT
> £2m commitment to improve the green ratings of it s home phones
> 195,000 tonnes of CO2 emissions over the next thr ee years, the equivalent of taking 19,000 cars off the road
> £39m through reduced electricity bills
63
Carbon led - redesign
Carbon led - redesign
- Change in processes and culture of the business which resulted in specific pledges :
- Implementing an EMS
- Internal reporting (environmental performance)
- Embedding environmental concerns into business activities, processes, products and services
- Engaging suppliers to implement environmental processes, policies and procedures
- Lifecycle assessment on innovation projects
- Setting annual CO 2 reduction targets
LCA recycled polymers
Recycled
resin
System boundary
Process
waste
(landfill) Materials
TVs (HIPS) from households
Transport to CA
Transport to AATF
Transport to Axion
Mechanical recycling
Other treatment processes
Energy
End of life
(landfill/
thermal rec.)
Metals and
low grade
rHIPS
Savings
- 70% Carbon saving
- 24.6% cost saving
- Provocation against ‘offshoring’production
Summary
Ultimately;
No organisation, no matter how adroit can make money from a poisoned population and a dead planet.
