Deep Eco = Social Responsible Entrepreneurship + The Bottom of the Pyramid = Deep Sustainability. http://scienceofthetime.com/study/mentality-trends/deep-sustainability/

1. SCIENCE OF THE TIMETREND RESEARCH & INNOVATION NETWORK 5 ICONIC EXAMPLES WWW.SCIENCEOFTHETIME.COM | WWW.SIGNS-SEEDS.COM JOIN OUR MAILINGLIST
DEEP SUSTAINABILITY
- DEEP ECO
- SOCIAL RESPONSIBLE ENTREPENEURSHIP
- THE BOTTOM OF THE PYRAMID
VIEW
5 ICONIC
EXAMPLES
THEMES
TREND

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Dutch company Desso is focussed on enhancing
people’s quality of life, to in due course, maximize
people’s health and wellbeing and ultimately their
performance. They have founded an innovation program
based on the three pillars of creativity, functionality and
cradle-to-cradle. Hence, these principles opt to serve as
catalysts in creating a better, healthier environment for
everyone.
Instead of importing new raw materials, Desso wants to
have 100% of its production line based on the cradle-to-
cradle axiom by the year 2020 (this could e.g imply say,
leasing a carpet instead of buying one). It’s an excellent
sustainable solution with customer loyalty as a result.
1.
DESSO

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Moving from exclusive ownership to pay per use? French
tire manufacturer Michelin is redesigning its business
model, as raw materials are increasingly becoming
expensive and the process of mining it is often unhealthy
and environmentally unfriendly, to say the least.
Michelin has introduced a pay-per-use system, whereby
customers pay to use, rather than actually buy the
product, all while the company is the providing the
maintenance.
Examples include paying per kilometre. This type of use-
oriented product-service system helps to extend the
lifecycle of tires through extensive quality maintenance,
which in turn saves raw materials and energy.
It is a deep sustainable strategy that will very likely
stimulate long-term relationships with customers and
business clients.
2.
MICHELIN

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Clean drinking water is almost always a problem in poor
regions, particularly in coastal areas around Lima, Peru.
Although it is very dry in areas like these, the humidity
rate is extremely high, sometimes up to 98%.
The University of Engineering and Technology (UTEC)
has come up with a remarkable solution: putting big
billboards aside of highways that capture the high
amount of humidity and consequently cultivate it into
clean drinking water. The water is accordingly being
stored in huge tanks under the billboards.
Spearheaded by a new generation of engineers that can
help serve the common good, humanity is solving
problems with deep sustainable solutions, one step at a
time.
3.
SMART
BILLBOARDS

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Realitree is a sustainable game that is currently being
played in fifty of the biggest cities in the world. As an
artistic, virtual representation of a tree, it is built in town
squares around the world that, by participating in this
game, people try to keep alive. On each location - from
New York’s Times Square and London’s Trafalgar
Square to Beijing’s People’s Square-, a Realitree is fed
two types of data, whereby 1) real climate data is
generated from the area the tree is planted in and 2)
another set of data is fostered by your own personal
game play in the form of tweets, Facebook updates and
real world sustainable activities, such as using or
reproducing clean energy for your home or recycling.
Each time you make a green choice and spread the
word, you help the Realitree grow in your community.
The faster and larger your Realitree grows, the more
money you will earn to realize projects around the
Realitree to make your offline, real-life environment more
sustainable.
4.
REALITREE

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“Just nudge someone in the right direction”. That is what
nudge.nlwants to share with millions of Dutch citizens:
nudge the long-lasting environmental beneficial ideas
and initiatives as much as possible. Hence, these nudges
are producing, in a relatively short time, a snowball effect
that can lead to an entire avalanche. Not only does the
site nudge ideas, suggestions and ideas also come from
citizen nudgers. Ideas that can all be uploaded in a
breading environment, where nudgers comment on
specific ideas and initiatives, and connect with other
nudgers, ideas and initiatives, that enhance and
strengthen our society for a better, greener and more
sustainable world.
5.
NUDGE

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Contact Us
Carl Rohde
carl@scienceofthetime.com
+31(0) 6 212 431 14
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+31(0) 6 211 613 37
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