Sustainable and Ethical Issues
When Designing for the Masses
People, Planet, Profit
12 June 2009, UPA 2009, Portland
Raphael Grignani

@grignani
Tweet your questions, comments, reactions, etc.

6,783,421,727
As of May 31st 2009, the world population is estimated to be just under 6.8 billion

25
Human-kind’s eco footprint exceeds the earth’s bio-capacity by 25%.

4,100,000,000
4 billion active mobile phone subscribers worldwide

1,700,000,000
1.7 billion use the internet

5
5 x more mobile phones than computers

128,445
On January 1st 2009, Nokia Group employed a total of 128,445 people

1,100,000,000
1.1 billion people are in possession of a Nokia phone

Homegrown
Hard numbers
Big responsibility
Sustainability first
Principles in action
“You must be the change you wish to see in the world”
Mahatma Gandhi

10
designers - interaction, product, software, services, communication,
researchers, prototypers
7
nationalities - american, australian, finnish, french, german, thai,
welsh
11
years - the longest time any member of the team has worked
for Nokia
5
minutes - the shortest time any member of the team has worked
for Nokia

How do we care for
the world around us?

We:

we:evolve
Protect the environment
Share ideas
Embrace best practices
1,000,000,000
One billion people are in possession of a Nokia phone

we:create
Devices
Constant improvements
End-to-End
Lifecycle thinking
25
After 25 years, mobile telephony is considered an established
commodity

we:create
Materials
Safe
Compliant
Nokia substance list
No compromises
95
Recycled aluminium requires 95% less energy than processing virgin
material

we:create
Services
Engage people
Sustainable living
Offset
76
76% of consumers would switch brands, if a company is associated
with a good cause

we:create
Packaging
Material matters
Volume reduction
Reuse & Repurpose
12.000
Fewer trucks being needed to distribute our products

we:energise
Reducing our footprint
Energy harvesting
Fuel cells
Open platform
1
Telecommunications accounts for less than 1% of the world's CO2

we:recycle
Lifecycle thinking
Recycling responsibly
Improve recycling
standards
44
44% of old mobile phones are lying in drawers at home and not being
recycled

Leading
green

Zero Waste

Zero waste charger
Changing our ways
Small actions
Big numbers
300
Phone chargers waste on average 300 mW of standby power when
left plugged in

Remade

Remade on Earth
Made from nothing new
Materials matters
Cleaner engine
Turn waste into beauty
Update
426,000
426,000 mobile phones are retired in the USA daily

Wears in, not out

A wise investment
Made to last
Age gracefully
Culture of care
Digital living
18
50% of people are likely to replace their handset in under 18 months

Small things
x Big numbers
Big industry
Big responsibility
Big opportunity
Big politics
Big return

... but sustain what?

Sustain what?
… the planet earth, the human
species, cheap abundant oil,
national security, business &
industry, current CO2 levels, local
water quality, …
or what?
4.54
The age of the earth is estimated at 4.54 billion years … we’ve been
here for 200 thousand year.

Beyond green

2,500,000,000
More than 2.5 billion live without access to Information & Communication Technologies

80
80% of the global population live within network coverage

10,000,000
10 million new mobile phone subscribers in India per month.

1/5
1 in 5 people are illiterate but can recognize numbers & faces

51
51% of the world population lives in urban areas

3,140,000,000
Over 3 billion people live on less than $2.5 a day

People first

People first, always
Essential access
Speaks my language
Saving energy
Local making
50
50% of a phone’s energy demand is backlighting

Everyone connected

Made affordable
A path upwards
People power
0.6
An increase of 10 mobile phones per 100 people translates into
approximately 0.6% growth in GDP

What can you buy for five dollars?
Anything goes.

Sunday paper, Venice, USA
by svanes

Pork ramen, Shibuya, Japan
by JulianBleecker

Crockery set for home, Kabale, Uganda
by JanChipchase

Space Oddity/David Brighton's Tribute to David Bowie, Las Vegas , USA
by fivedollarcomparison

1/2 pound of French roast, Woodland Hills, USA
by grraph

1.234 gal of gasoline, Los Angeles, USA
by JulianBleecker

Dental X-ray at Presidential Administration Dental Centre, Baku, Azerbaijan
by byezdomny

Feature film The Hulk, Lima, Peru
by JulianBleecker

School bag, Kabale, Uganda
by JanChipchase

Patak's lime pickle & Bart's coconut milk, Abergavenny, Wales
by sarahil

One porter to haul up to 25 kilos for half-a-day, Inca Trail, Peru
by JulianBleecker

Charcoal iron, Kabale, Uganda
by JanChipchase

A motorbike rider for 2 hours, Bangkok, Thailand
by JanChipchase

Havaianas, Rio de Janeiro, Brazil
by Will_Yau

One Beer (incl. All Singing All Dancing Girls), Handan, China
by JanChipchase

Cappuccino & 3 cookies, San Francisco, USA
by grraph

Café & un pain au chocolat, Paris, France
by grraph

5 x BW passport photos, street developing, Kabul, Afghanistan
by JanChipchase

Ikea slippers, Geneva, Switzerland
by nicolasnova

Libido Enhancer, Chongqing, China
by JanChipchase

Monthly Netflix subscription , USA
by simonsize

Polis-Sucos, Rio de Janeiro, Brazil
by Will_Yau

2 color screenprint, 24 X 36, Edition of 50, mikeperrystudio.com, USA
by grraph

Hen for supper, Kabale, Uganda
by JanChipchase

Motorola StarTAC, eBay, USA
by selfconstruct

Taxi with English speaking driver, Kabul, Afghanistan
by JanChipchase

50g of TCHO chocolate, San Francisco, USA
by grraph

Bucket of frozen potatoes, Cusco, Peru
by nicolasnova

Set of customised rickshaw mud flaps, Ahmedabad, India
by janchipchase

A day labour at a farm, Choonburee, Thailand
by Pawena แตง

Participate!
Email your submissions to
add@fivedollarcomparison.org or
add them to the five dollar
comparison group at Flickr...
160
As of May 2009, 160 people are part of the The Five Dollar Comparison
group on Flickr

Consequences of
everyone connected...
2015
The UN has established a goal that half the world has access to
telecommunications by 2015

What do you think are the
consequences of everyone on
the planet being connected?

Sustainable and Ethical Issues
When Designing for the Masses
People, Planet, Profit
Thanks - ride a bicycle!
Raphael Grignani
nokia.com & grignani.org