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Innovation Opportunities for Business In the Sustainable Economy / CherylHicks
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Innovation Opportunities for Business In the Sustainable Economy / CherylHicks


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  • Imagining the future is difficult. Google tells us that 2050 could look for example like this.
  • Note to the presenter: now from this slide on, you will concentrate on the scenarios! You should read the descriptions of the scenarios (included in the material provided for the workshop) well before presenting these slides, so that you can answer questions from the participants, if needed. These axis form the basis of the four scenarios. In the other axis, there is meritocracy in one end and human centrism in the other end. In the other axis, there is pandemic technology in one end and endemic technology in the other end. The scenarios each describe a different combination of those axis. I will now tell you, what these concepts mean, so don’t worry if they don’t ring any bell.
  • And what’s business’s role? We see that business has a part to play in terms of choice editing ( not making unsustainable products), choice influencing (helping consumers to behave more sustainably) and choice creation/innovation (using technology to drive better products).
  • Going through this process we realized some essential over-riding must-haves – in addition to addressing carbon and resource efficiency and true value pricing of natural resources we also need to change the way we consume and have new collaborations where the consumer and the producer co-innovate.
  • Transcript

    • 1. Sustainable Lifestyles 2050Lkj;j;lkj; Innovation Opportunities for Business In the Sustainable Economy 6 November 2012 Cheryl Hicks Team Leader, Sustainable Lifestyles Project Director, SPREAD Sustainable Lifestyles 2050 CSCP - Centre on Sustainable Consumption and Production
    • 2. About theCollaborating Centre on Sustainable Consumption& Production (CSCP)Mission Vision & Mandate Rio+20: Global CSCP 2.0 Sustainable Networks on Investing in Lifestyles, Products & Sustainable Lifestyles, Sustainable Living Infrastructure, Innovation & Entrepreneurship & Entrepreneurship Business ModelsUNEP Marrekech Process onSustainable Consumption & Production ? 2012 / 2013 2012 2005 2010 / 2011
    • 3. CSCP at a glanceCSCP Focus Areas & the way we work SUSTAINABLEINFRASTRUCTURE, PRODUCTS AND SERVICES Lifestyles Products & Business & Infrastructure InnovationAction Research & ExperimentationSkills Development & TrainingNetworking & Match-Making
    • 4. CSCP‘s Global NetworkFor Cooperation & Dialog on SCP
    • 5.
    • 6.
    • 7.
    • 8. Funding Scheme: Coordinating Partner:Objectives Project WP Elements• Develop a Vision and Scenarios Baseline Research & Primary of possible sustainable living Household Research futures…About us• Translate sustainability into Promising Practice via Social meaning for our diverse daily Platform & Online Community lifestyle options and choice• Develop an Action Roadmap Vision & Scenarios for SL and suggest a Future Research Agenda Roadmap of Actions for SL Advisors Online Community Platform
    • 9. WBCSD Business Visionfor Sustainable Consumption & Lifestyles
    • 10. 5 Challenges for Sustainability, Lifestyles & Consumers1.Translating Sustainability2.Understanding impacts & footprints3.Understanding behaviour change4.Recognizing promising practice & movements5.Envisioning different futures & disrupting norms
    • 11. Challenge 1Translating Sustainability Into meaning for our daily lives
    • 12. Sustainable Development“Living Well within One Planet”
    • 13. Sustainable Development The Global ChallengesPeople & Values Governance Economy Resources, Energy and Environment Source: WBCSD Vision 20 Interdependent Valuing social & Resource Environmental Shifting Shifting environmental impacts demographics demographics world scarcity degradation Poverty and Shifting Inadequate policy Material-based Energy security Climate change inequity demographics framework consumption 13
    • 14. Sustainable Development “Solutions” “technological advancement will not be enough to achieve sustainable development, changes will also be required to people’s lifestyles”People need to activate the changes needed
    • 15. Challenge 2Understanding the impacts of ourcurrent lifestyles
    • 16. Source: SPREAD Baseline Research 2011
    • 17. Food, Mobility, & Housing Health & Tourism Consumption pressure per EUR spent Source: EEA Consumption & Environment 2010
    • 18. Housing – energy use
    • 19. Housing – more space, more stuff
    • 20. Housing & Population - aging
    • 21. Mobility – single car use dependency
    • 22. Mobility- increase inpassengercars ‘98-’08
    • 23. Mobility & Tourism – long haul air travel
    • 24. Food –meat & dairy
    • 25. 2011 SPREAD Baseline Research:Unsustainable Lifestyle Trends & Hot Spots 40-60 tonne EU lifestyle (total resource use) Food: Meat & dairy - 24% of all food impacts (acidification emissions & material use) Housing: Heating/cooling, water use, appliance & electronics use - 40% of total energy Mobility Single car use (35% increase) & Tourism: Air travel (9% increase) Health obesity (increased intake of sugars), & Well-being: heart disease (fatty foods and smoking) cancers (exposure hazardous chemicals)
    • 26.
    • 27. Place-holder> Infographic
    • 28. Challenge 3Understanding behaviour change needed
    • 29. Material footprint of a2011 Sustainable lifestyle 2050 29
    • 30. 2012 SPREAD Vision of Sustainable Lifestyles 7-10 tonne lifestyle (total resource use) What if current challenges were overcome?Food: 500 kg/a mostly vegetarianHousing: 20 m2/person zero net energyEnergy: 1000 kWh via wind and solarHousehold goods: efficient, different and sufficientMobility & Tourism: 10 000 km/a no carHealth & well-being: improved health, well-being, happiness
    • 31. Understanding citizen diversity Bernd, Germany 55,1t Kirsti, Finland 38,7t Iria, Spain 24,8t Péter, Hungary 8,8t 31
    • 32. Factors influencing behaviour
    • 33.
    • 34. Understanding diversity of individual needs, aspirations Motivators and triggers to change CONSUMPTION: FAMILY 4 Planets •Wife (Age 33) •2 children (Age 4 and 1) Food •Eats Meat every second day •Buys regional and organic food when possible, but needs to be comfortable as well Housing • Middle-sized house (7 rooms) in the countryside • Heating and energy production with wood Moving •One car (in addition to the one from his wife) as highly dependent for getting to work and child care, shopping, , … (no public transport or shopping facilities in wallking distance) • For holidays, likes to travel by car / airplaneAge: 34 Living •Jogging, skiing in the winter and playing tennis in the summerSelf-employed •Shopping once a week, brand aware 34
    • 35. Challenge 4Recognizing citizen movements& social innovation
    • 36. The economy, skills and jobsCurrent trends:• Our aspirations for prosperity are intrinsically linked to current patterns of economic growth• Some actors in society start realising the need to redefine the current economic paradigm to take into consideration the environment, quality of life and well-being and to balance growth, profits and consumption.Promising Practice:Complementary currencies, new business models, new ways of working, new skills requirements
    • 37. Innovation – technical & socialCurrent trends:• Small-scale initiatives are important signposts and test-beds for large-scale sustainable solutions. Support to large-scale change comes from connecting relevant stakeholders and groups• Social and technical innovation are important drivers for change that create opportunities for sustainable, healthy and equitable lifestyles. Social innovation can stimulate and sustain lifestyle changes. Social entrepreneurs and designers are important change agents, but still main focus is on technocratic solutions. .Promising Practice:Access to more sustainable options, community and network action, policy framework support, entrepreneurship
    • 38. Infrastructure – cities & communitiesCurrent trends:• Sustainable neighbourhoods, communities and cities are emerging through co-creation and participation. Buildings, public space and urban infrastructure need to be created through multi-stakeholder urban planning approaches.• Visions, scenarios and roadmaps for future lifestyles are being developed by a range of actors focused on different sectors, societal actors and approaches .• Large divide between scenarios and praxis, lack of implementationPromising Practice:Holistic, people-centred design approach, choice architecture, lock-ins, healthy cities and communities
    • 39. Policy & governanceCurrent trends:• Effective policy and governance set the framework conditions for business and societal innovation. Governments lack responsibility for discouraging or limiting unsustainable consumption and lifestyle options. Need for new governance approaches to support effective implementation.• The emergence of integrated and cross-sectoral approaches to policy making aims to overcome policy silos, but still focus on greening consumption rather than sustainable consumption or lifestyles.Promising Practice:Nudging, framework conditions, policy innovation: behavioural science as input to policy making
    • 40. ResearchCurrent trends:• Research on the sociology of consumption indicates the need for a paradigm shift in thinking from a focus on individuals, to a focus on wider communities and social norms and practices; from a focus on changing discrete behaviours to a focus on changing entire lifestyles, cultures and values• To date, research priorities have not yet been reconciled with practice: technocratic approach and economic rational, the efficiency-agenda and the “rational man” dominatePromising Practice:Knowledge brokerage, transformational research, interdisciplinary collaborative approaches
    • 41. Emergent Promising Practice - EU
    • 42. Challenge 5Envisioning more sustainable futuresSupporting sustainable living
    • 43.
    • 44. Scenario Development Process Back-casting Looki ng d a dna S o r a nec S ssec o P back r t 40yrs r i WORLD WHEREIDENTIFYING CURRENT CHALLENGES ARE CHALLENGES OVERCOME What we know & don’t EXPLORING Blend of reality & uncertainty CONNECTING know, CHANGES Visions to Current Forces driving change EXPECTED / NEEDED Realities – How to get Tensions with largest from here to there degrees of difference
    • 45.
    • 46.
    • 47. Four scenario landscapes Pandemic technology Singular Super Governing the Champions commonsMeritocratic society Human-centric society Local loops Empathetic communities Endemic technology
    • 48. EU Sustainable Lifestyles Roadmap 2012-2050 Coming soon …Nov 2012
    • 49. Sustainable Living GloballyFinanced by the German Ministry for Economic Cooperation and Development (BMZ),the projects aim to identify and contribute to global efforts towards living sustainably by: Collecting 100 Big Ideas for living sustainably, Discussing them with stakeholders in 5 Cities, Bringing them to the Global Network towards Sustainable Lifestyles Creating a Framework for Scaling-up Innovations, Highlighting the 5 success factors common to 100 enterprises with sustainable practices Bringing the outcomes into the Global Network for Sustainable Innovation and Entrepreneurship
    • 50. THE GLOBAL NETWORKS IMPROVING SUSTAINABLE LIVINGHosted by CSCPProjects Other Other projects projects over time over time Living sustainably through active Scaling up sustainable practice entrepreneurship and innovation
    • 51. THE GLOBAL NETWORKS Host discussions and Strengthen and linking share learning existing networks OBJECTIVES AND PARTICIPANTS Experts Existing platforms and networksEntrepreneurs IndividualsNetwork users Support organizations Academia Investors Promote success Link knowledge factors for scaling up and practices
    • 52. WORKSTUDIOS AND WEBINARS 2012 - 20131 or 2 day interactive, multi-stakeholder meetings comprising key notespeeches, visioning sessions, discussion panels and match-makingactivities. Location China October 2012 Colombia November 2012 Full back to back Ghana February 2013 Event component Philippines March 2013 Full back to back Germany September 2013 Event component
    • 53. The Role of BusinessEnabling More Sustainable Lifestyles and Consumption Patterns Choice Choice creation influencing Innovation Choice editing
    • 54. WBCSD Business Vision for Sustainable Consumption
    • 55. Must-Haves on the Business & Consumption Pathway Evolving Business New Collaborations Models In the Value NetTechnological innovation is New ways to delivernot enough, we also need complex coalitions value to customersradical transformations in for co-innovation and consumerslifestyles andconsumption patterns Deeper Technology & Trust Understanding of Consumer Enabling more value Behaviours from fewer resources Influencing Hyper-transparency, consumption progress patterns and more measurement sustainable lifestyles
    • 56. Examples of how business models might evolve Leisure: Hotel companies domestic swaps ITC: Mainframes cloud computing; 3D-printing Power: Power stations distributed networks Food: Intensive farming urban farming, gardening clubs Mobility: Private car ownership car sharing
    • 57. Discussion Sustainability, Lifestyles & EconomyThe role of businesses in a Sustainable Economy• Business contribution to Sustainability• Business opportunities in growing healthy & sustainable lifestyles trends• Local vs global trends for sustainability & lifestyles• New business models for sustainability, lifestyles & the economy• Sustainable consumption – trend or resilient strategy?• Businesses culture for sustainable consumption?• Innovation, sustainable consumption & production?• Challenges for businesses re future sustainable societiesHow would you define Sustainable Economy?
    • 58. SPREAD Sustainable Lifestyles 2050European Social Platform