Corporate Responsibility: Eco-designer’s viewpoint
                              Aalto University School of Economics | 06...
Sustainable design +
research.
...so what’s sustainable?
(c) Black & Decker
Impact:
- manufacturing 3 %
Impact:
- manufacturing 3 %
- energy use 96 %
(c) Siemens
Ideation & product development phase locks

70-95 % of cost and
environmental impact
So we concentrate on
(pre)design phase
Primary tool: Life Cycle
Analysis
Selling eco-design
(c) Lisandro Suero / AFP / Getty Images
Picture source: USAF
Picture source: U.S.Army
BUT
Is eco-design enough?
Nope.
Well-intentioned people
are just as capable for
wrecking the ecosystem
Wind           Nuclear
          0.15




            0.1




          0.05




              0

                        ...
??!!
World raw material consumption
       over 10 000 000 000 tons in 1995




1970     1975    1980   1985   1990       1995
What we need:
What we need:
- 90 % cuts in
emissions
I know; it’s dif cult!
... turning the economy
around on a dime
What we need:
- 90 % cuts in
emissions
- this means regulation
What we need:
- 90 % cuts in
emissions
- this means regulation
- and less globalization
Wait... we need to
campaign for regulation?
... isn’t that some kind
of socialism?
Nope.
I have faith in
our skills and
capabilities
I have faith in
innovation
I have faith in
free markets
...the market will always
  nd a way
In fact,
creativity loves
constraints
Three ways to get more for less

1. Because I say so
Three ways to get more for less

1. Because I say so
2. our Q4 earnings
   depend on that
Three ways to get more for less

1. Because I say so
2. our Q4 earnings
   depend on that
3. The Earth* needs you
Three ways to get more for less

1. Because I say so
2. our Q4 earnings
   depend on that
3. The Earth* needs you
* Actual...
“We choose to go to
   the Moon... and do other
 things, not because they are
easy, but
“We choose to go to
       the Moon... and do other
     things, not because they are
    easy, but
    because they are h...
“We choose to go to
             the Moon... and do other
           things, not because they are
          easy, but
    ...
“We choose to go to
             the Moon... and do other
           things, not because they are
          easy, but
    ...
Corporate Social Responsibility - ecodesigners' viewpoint
Corporate Social Responsibility - ecodesigners' viewpoint
Corporate Social Responsibility - ecodesigners' viewpoint
Corporate Social Responsibility - ecodesigners' viewpoint
Corporate Social Responsibility - ecodesigners' viewpoint
Corporate Social Responsibility - ecodesigners' viewpoint
Corporate Social Responsibility - ecodesigners' viewpoint
Corporate Social Responsibility - ecodesigners' viewpoint
Corporate Social Responsibility - ecodesigners' viewpoint
Corporate Social Responsibility - ecodesigners' viewpoint
Corporate Social Responsibility - ecodesigners' viewpoint
Corporate Social Responsibility - ecodesigners' viewpoint
Corporate Social Responsibility - ecodesigners' viewpoint
Corporate Social Responsibility - ecodesigners' viewpoint
Corporate Social Responsibility - ecodesigners' viewpoint
Corporate Social Responsibility - ecodesigners' viewpoint
Corporate Social Responsibility - ecodesigners' viewpoint
Corporate Social Responsibility - ecodesigners' viewpoint
Corporate Social Responsibility - ecodesigners' viewpoint
Corporate Social Responsibility - ecodesigners' viewpoint
Corporate Social Responsibility - ecodesigners' viewpoint
Corporate Social Responsibility - ecodesigners' viewpoint
Corporate Social Responsibility - ecodesigners' viewpoint
Corporate Social Responsibility - ecodesigners' viewpoint
Corporate Social Responsibility - ecodesigners' viewpoint
Corporate Social Responsibility - ecodesigners' viewpoint
Corporate Social Responsibility - ecodesigners' viewpoint
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Corporate Social Responsibility - ecodesigners' viewpoint

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My presentation at CSR panel discussion at Aalto School of Economics, 6.10.2010

Published in: News & Politics
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  • First, a short prelude to our main course...
  • First, a short prelude to our main course...

  • First, a short prelude to our main course...
  • First, a short prelude to our main course...


  • First, a short prelude to our main course...
  • First, a short prelude to our main course...






  • First, a short prelude to our main course...










  • First, a short prelude to our main course...
  • First, a short prelude to our main course...
  • First, a short prelude to our main course...
  • First, a short prelude to our main course...











  • First, a short prelude to our main course...
  • First, a short prelude to our main course...
  • First, a short prelude to our main course...
  • First, a short prelude to our main course...
  • First, a short prelude to our main course...
  • First, a short prelude to our main course...

  • First, a short prelude to our main course...
  • First, a short prelude to our main course...
  • Like Pekka said, you can’t compete with who uses the least amount of child labour
  • First, a short prelude to our main course...
  • First, a short prelude to our main course...
  • First, a short prelude to our main course...
  • First, a short prelude to our main course...
  • First, a short prelude to our main course...
  • First, a short prelude to our main course...
  • First, a short prelude to our main course...
  • First, a short prelude to our main course...
  • First, a short prelude to our main course...
  • First, a short prelude to our main course...
  • First, a short prelude to our main course...
  • First, a short prelude to our main course...
  • First, a short prelude to our main course...







  • Corporate Social Responsibility - ecodesigners' viewpoint

    1. 1. Corporate Responsibility: Eco-designer’s viewpoint Aalto University School of Economics | 061010 Sustainable Product Development | IDBM | Helsinki | 291008
    2. 2. Sustainable design + research.
    3. 3. ...so what’s sustainable?
    4. 4. (c) Black & Decker
    5. 5. Impact: - manufacturing 3 %
    6. 6. Impact: - manufacturing 3 % - energy use 96 %
    7. 7. (c) Siemens
    8. 8. Ideation & product development phase locks 70-95 % of cost and environmental impact
    9. 9. So we concentrate on (pre)design phase
    10. 10. Primary tool: Life Cycle Analysis
    11. 11. Selling eco-design
    12. 12. (c) Lisandro Suero / AFP / Getty Images
    13. 13. Picture source: USAF
    14. 14. Picture source: U.S.Army
    15. 15. BUT
    16. 16. Is eco-design enough?
    17. 17. Nope.
    18. 18. Well-intentioned people are just as capable for wrecking the ecosystem
    19. 19. Wind Nuclear 0.15 0.1 0.05 0 Deaths per TWh Data from EU ExternE project + WHO Chernobyl data
    20. 20. ??!!
    21. 21. World raw material consumption over 10 000 000 000 tons in 1995 1970 1975 1980 1985 1990 1995
    22. 22. What we need:
    23. 23. What we need: - 90 % cuts in emissions
    24. 24. I know; it’s dif cult!
    25. 25. ... turning the economy around on a dime
    26. 26. What we need: - 90 % cuts in emissions - this means regulation
    27. 27. What we need: - 90 % cuts in emissions - this means regulation - and less globalization
    28. 28. Wait... we need to campaign for regulation?
    29. 29. ... isn’t that some kind of socialism?
    30. 30. Nope.
    31. 31. I have faith in our skills and capabilities
    32. 32. I have faith in innovation
    33. 33. I have faith in free markets
    34. 34. ...the market will always nd a way
    35. 35. In fact,
    36. 36. creativity loves constraints
    37. 37. Three ways to get more for less 1. Because I say so
    38. 38. Three ways to get more for less 1. Because I say so 2. our Q4 earnings depend on that
    39. 39. Three ways to get more for less 1. Because I say so 2. our Q4 earnings depend on that 3. The Earth* needs you
    40. 40. Three ways to get more for less 1. Because I say so 2. our Q4 earnings depend on that 3. The Earth* needs you * Actually, only the survival of our civilization
    41. 41. “We choose to go to the Moon... and do other things, not because they are easy, but
    42. 42. “We choose to go to the Moon... and do other things, not because they are easy, but because they are hard, because that goal will serve to organize and measure the best of our energies and skills,
    43. 43. “We choose to go to the Moon... and do other things, not because they are easy, but because they are hard, because that goal will serve to organize and measure the best of our energies and skills, because that challenge is one that we are willing to accept, one we are unwilling to postpone, and one which we intend to win...” -John F. Kennedy, 1962
    44. 44. “We choose to go to the Moon... and do other things, not because they are easy, but because they are hard, because that goal will serve to organize and measure the best of our energies and skills, because that challenge is one that we are willing to accept, one we are unwilling to postpone, and one which we intend to win...” -John F. Kennedy, 1962
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