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 difficult!
... 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
find 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 - Eco-designers viewpoint and what we should do
Corporate Social Responsibility - Eco-designers viewpoint and what we should do
Corporate Social Responsibility - Eco-designers viewpoint and what we should do
Corporate Social Responsibility - Eco-designers viewpoint and what we should do
Corporate Social Responsibility - Eco-designers viewpoint and what we should do
Corporate Social Responsibility - Eco-designers viewpoint and what we should do
Corporate Social Responsibility - Eco-designers viewpoint and what we should do
Corporate Social Responsibility - Eco-designers viewpoint and what we should do
Corporate Social Responsibility - Eco-designers viewpoint and what we should do
Corporate Social Responsibility - Eco-designers viewpoint and what we should do
Corporate Social Responsibility - Eco-designers viewpoint and what we should do
Corporate Social Responsibility - Eco-designers viewpoint and what we should do
Corporate Social Responsibility - Eco-designers viewpoint and what we should do
Corporate Social Responsibility - Eco-designers viewpoint and what we should do
Corporate Social Responsibility - Eco-designers viewpoint and what we should do
Corporate Social Responsibility - Eco-designers viewpoint and what we should do
Corporate Social Responsibility - Eco-designers viewpoint and what we should do
Corporate Social Responsibility - Eco-designers viewpoint and what we should do
Corporate Social Responsibility - Eco-designers viewpoint and what we should do
Corporate Social Responsibility - Eco-designers viewpoint and what we should do
Corporate Social Responsibility - Eco-designers viewpoint and what we should do
Corporate Social Responsibility - Eco-designers viewpoint and what we should do
Corporate Social Responsibility - Eco-designers viewpoint and what we should do
Corporate Social Responsibility - Eco-designers viewpoint and what we should do
Corporate Social Responsibility - Eco-designers viewpoint and what we should do
Corporate Social Responsibility - Eco-designers viewpoint and what we should do
Corporate Social Responsibility - Eco-designers viewpoint and what we should do
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Corporate Social Responsibility - Eco-designers viewpoint and what we should do

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My presentation at Corporate Social Responsibility course's panel discussion at Aalto University School of Economics, 6.10.2010

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Corporate Social Responsibility - Eco-designers viewpoint and what we should do

  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 difficult!
  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 find 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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