The document discusses how environmental protection can be profitable through win-win solutions. It provides examples of purchasing appliances like light bulbs, refrigerators, and air conditioners where the long-term energy savings outweigh the higher initial cost, making it both environmentally friendly and cost-effective. New technologies are driving down costs and enabling more green solutions to become profitable. A possible future involves shifting toward a "blue economy" where environmental protection and profitability go hand in hand.

1. Profitable
Environmental Protection –
Deal only when Win-Win
Bernd Nurnberger
ESD Forum 2011, Tokyo
http://www.iuventum.org/programs/ef2011.html

2. utility in a bass

3. sustainability
Tribute to a visionary

4. Ray Anderson
Confessions of a Radical Industrialist
http://www.youtube.com/watch?v=Uf0fUi8LASQ
See also http://www.ted.com/speakers/ray_anderson.html

5. Profitable Environmental Protection
win-win?
✓ “green” and profitable?
✓ Buy a home appliance (in JAPAN)
- lights, fridge, air conditioner
✓ Technology cost curves

6. How can “green” be profitable?
Wild ideas welcome:
win-win?

7. How can “green” be profitable?
win-win
Cut the waste (standby)
Examples: Microwave, VCR, Tv, PC, ...
Effect of 5W (doorbell) x 42M households

8. Buy a home appliance - CFL light bulb
save
~20%
http://www.commoncraft.com/video/cfl-light-bulbs

9. Buy a home appliance
What costs more: purchase or energy?

10. Buy a home appliance
What costs more: purchase or energy?
win-win!

11. Buy a LED light bulb
save
~25%
http://www.youtube.com/watch?v=3sn_UyC_Ljc

12. Buy a home appliance
The two biggest consumers in summer
kojima.net ad 2011-08-07 in Asahi Shimbun Yokohama edition

13. Buy a new fridgde?
- new inverter-type vs. old one I had (1998)
new inverter old (1998)
4000
3000
buy 1020 keep old 0
kWh/y 600 kWh/y 1200
2000
400l per JIS C 9607 C 370l estimated
22c/kWh 22c/kWh
1000
10y energy 1320 10y energy 2640
LCC 2340 LCC 2640
0
buy 5y 10y 15y

14. Buy a fridge
Which refrigerator is a good choice?
Purchase 728 Purchase 1030
10y energy 1010 10y energy 660
LCC 1738 LCC 1690
kojima.net ad 2011-08-07 in Asahi Shimbun Yokohama edition

15. Buy a fridge
Mitsubishi 335l Toshiba 427l
3000
2500
2000
1500
buy
Purchase
728 1030
1000
10y energy power
10y 1010 660
500
LCC LCC
1738 1690
0
buy 5y 10y 15y

16. Buy an air conditioner
Which is a good choice?
buy 675 878 898
10y energy 1670 1540 1672
LCC 2545 2418 2580
kojima.net ad 2011-08-07 in Asahi Shimbun Yokohama edition

17. Buy an air conditioner
Sharp Panasonic Hitachi
4000
3000
buy 675 878 898
2000
10y energy 1670 1540 1672
1000
LCC 2345 2418 2570
0
buy 5y 10y 15y

18. Technology cost curves - at home
done open
McKinsey (2010) Version 2.1 of the global greenhouse gas abatement cost curve

19. Innovation
UNEP (2011) Decoupling natural resource use and environmental impacts from economic growth

20. A POSSIBLE FUTURE
Green
+
profitable
=
blue
economy
http://www.youtube.com/watch?v=MyTHmTDT2Qw

21. A POSSIBLE FUTURE
Green
+
profitable
=
blue
economy
http://www.youtube.com/watch?v=MyTHmTDT2Qw

22. Profitable Environmental Protection –
Deal only when Win-Win
Thanks
Sources indicated on the page used
Author’s blog Purple Pointr - cope, connect, cocreate
Current project Home co-generation in Japan, a good investment?
(i) inspired by
ChangeThis Manifesto 25.03 Beyond Sustainability
Technologies Gunter Pauli, http://zeri.org, http://
www.blueeconomy.de
Reimagining Japan McKinsey & Co (2011), A 20-year road map for the
future
Co-creation, collaboration http://appropedia.org, http://openspaceworld.com
Student Leaders Workshop Seth Godin Wants You to Decide! Acumen Fund Video,
7m