This document discusses sustainable product design and reducing environmental impacts. It provides examples of how designing products for recyclability, using less materials and energy efficient technologies can help companies save costs while reducing carbon emissions. Regulations increasingly require producers to consider a product's full lifecycle and make them easier to recover and reuse materials at end of life. Through innovative design that incorporates these sustainability factors, companies can gain competitive advantages, cut costs and support a transition to a circular one planet economy.

1. Design for a
One Pl
O Planet Economy
E
Prof. Rob Holdway – Director Giraffe Innovation Limited
y
Brunel University, School of Engineering & Design

2. Design-out waste

3. 80% of environmental
impacts, and therefore
costs, are determined at
the early stages of
design!

4. Design Factors

5. adaptation
mitigation

6. EU Producer responsibility legislation
p y g
• Directives -WEEE, RoHS, EuP, batteries, REACH,
Carbon Reduction Commitment (CRC)
• Wh
Where the producer has responsibility for
h d h ibili f
– Recovery
– Recycling
– Energy reduction
– No hazardous materials in products
p
• Voluntary standards
PAS 2050

7. Defra’s Clothing Roadmap
Clothes cleaning
Clothes cleaning

8. Context
• European Commission: clothing and textiles is a high impact
product category (production, cleaning and maintenance of
clothing have strong potential impacts).
clothing have strong potential impacts)
• UK consumes 2 16 million tonnes of clothing and textile
UK consumes 2.16 million tonnes of clothing and textile
products and spends approximately £38.40 billion on clothing.

9. Product Roadmaps – UK Government
Product Roadmaps – UK Government

10. Server vs Range Rover Sport
400w Km CO2
Running one 400W server is equivalent of driving a Range Rover sport
approx – 8,261Km p.a. (varies depending on energy mix) (16,326 with
ancillaries) (excludes embodied CO2e).
ill i ) ( l d b di d )
Computer i d t – equivalent CO2e as A i ti industry?
C t industry i l t Aviation i d t ?

11. BT: Saving end user money
£2m commitment to improve the green ratings of its home phones. BT estimated that
replacing all its Dect cordless and fixed-line phones with more energy-efficient models
195,000 tCO2 emissions over the next three years, the equivalent of taking 19,000 cars off
the
th road
d
£39m through reduced electricity bills

12. BT: Saving end user money
"We know that our customers are just as
keen to reduce their environmental
impact and, through these phones, we
will jointly make a significant difference”.
j y g
Gavin Patterson, group managing director for consumer at BT.

13. LED Lighting: Funky low energy

19. Platform design?

21. Giraffe Service Offering
> Carbon and ecological footprinting.
> Sustainable design strategy
> Product Stewardship
> Environmental Legislation
> Innovation Management (Creativity)
> Competitive Benchmarking
> Third party CSR reporting evaluation
> Research
> Unique – design led carbon reduction
> $
$225m in potential savings for clients
p g

23. Channel 4: DUMPED www.channel4.com/dumped
Weekly Blogg
> ‘Away’ has gone away
> ‘Why you should light your farts’
> How much energy is in your bin?
> Pack & Go
> Up in smoke? – Incineration vs. landfill
> Happy toxic Christmas

24. ONE LIFETIME:
A 21-year-old in 2003 living until 2059 = 3.3 tonnes of WEEE
A person born in 2003 living until 2080 = 8 tonnes of WEEE

25. ‘Design Activism’
g

27. Consumer typologies

28. Trevor Sorbie creates his Habbit
Hairdressing legend Trevor
Sorbie created his Habbit at the
L’Oreal portfolio congress

33. ‘Greenwashing’
g
© Giraffe

40. Packaging
© Copyright Giraffe Innovation Limited

41. The jeweled Chambord bottle worth of $2 million by Donald Edge
28 September 2009
via www luxist com
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
y , y
strengthens the premium positioning
for the brand.

43. • Sam Dixon -Observer Reader:
Dixon, Observer
• ‘This is the most ridiculous piece of p
p packaging I have ever
g g
come across,’
• Official response from Morrisons,
• ‘Morrisons coconuts are shrink wrapped to ensure that
they reach the customer in the very best condition The
condition.
packaging helps to keep the product fresh, limit damage
from breakages, stop coconut hairs getting into other
foodstuffs during transport and allows an information
g p
label to be attached.

44. More protests…

45. January 2007

46. > Significant tCO2e savings

50. • 6 Green packaging guidelines - on pack
• 589 tonnes of packaging material saved from consumer waste
stream
• CO2e saved - reduced material use and transportation
• Phased out PVC from packaging
• Improved packaging management - supply chain
• Volume reduction - shipping efficiency
• Cultural b
l l benefits f
f from embracing green values
b l

52. “Vivid Imaginations, the UK’s largest toy and games marketer
has embarked upon an ambitious programme to move
p p g
towards more eco-friendly packaging solutions, assisted by
Brighton based, leading eco-design consultancy Giraffe
Innovation”.

53. Low carbon = lower cost bottles
o ca bo o e bott es
• Gi ff project reviewed UK and
Giraffe j t i d d
overseas spirits
• Huge opportunity to lightweight and use
significantly more recycled content in
glass bottles
• Recycled content saves energy in
production and therefore CO2 emissions
Across the sector 22,000tCO2 annual
saving in the UK
13p p
p per bottle average cost saving
g g

54. China, Israel, USA, Germany, USA/UK –
Client Q: Which one’s best?

56. Watch Your Waste:
The Co-operative’s involvement
with Love Food: Hate Waste

60. LCA recycled polymers
TVs (HIPS) from households
System boundary
Transport to CA
Metals and
low grade
Transport to AATF rHIPS
Energy
Process
Transport to Axion waste
(landfill)
Materials
Mechanical recycling
Mechanical recycling
Other treatment Recycled
processes resin
End of life
(landfill/
thermal rec.) )

61. Savings
- 70% Carbon saving
- 24 6% cost saving
24.6%
- Provocation against ‘offshoring’
g g
production

62. De L R
D La Rue

63. Carbon led
Carbon led ‐ redesign

64. Carbon led ‐
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 CO2 reduction targets

65. c. 1993

67. Summary

68. Investment Bank
Internal advice to brokers: re focus on reducing carbon.
“…a regulatory drive will impact all companies across all
sectors, not just the heavy emitters”
“…analysing carbon will demonstrate that companies
with stronger environmental strategies have overall
g g
higher quality management teams”
> Used Dow Jones STOXX® 600 – estimated one sector - €3 5Bn €3.5Bn
financial liability for the sector if forced to offset emissions.
> Best performer – Best 34tCO2 – per $1m. Average in sector 326tCO2
$1m
per $1m revenue.

69. GREEN FLAGSHIP: upcycling

70. Ultimately;
No organisation, no
g ,
matter how adroit can
make money from a
poisoned population and
i d l ti d
a dead planet
planet.

71. “It i ’t pollution th t’ h
isn’t ll ti that’s harming th environment.
i the i t
It’s the impurities in our air and water that are doing it”.
George W. Bush

72. Thank you
r.holdway@giraffeinnovation.com
www.giraffeinnovation.com
www.changinghabbits.org
+44 (0)1273 422099
+44 (0)7788 423399