Best Practices in Integrating Sustainability into the Product Design Process - Chris Sherwin et. al


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In most cases, the ultimate sustainability of a brand, and therefore its flexibility to adopt a chosen market positioning and support communicated claims, is baked in during the design process. The reality is, doing so effectively requires a raft of new expertise that often is housed in various places external to the design team. This session reviews tried and tested methods for building sustainable design thinking into your organization.

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Best Practices in Integrating Sustainability into the Product Design Process - Chris Sherwin et. al

  1. 1. Best Practices in Integrating Sustainabilityinto the Product Design Process¡  Chris Sherwin, Head of Sustainability, Seymourpowell Sustainable Brands London Conference
  2. 2. INTEGRATING SUSTAINABILITY INTO PRODUCTDESIGN PROCESSESPanel discussion: Interface, DSM, WRAPChaired by Chris Sherwin, Head of Sustainability, Seymourpowell
  3. 3. WHY PRODUCTS AND DESIGN MATTER! 75% UK consumer’s carbon 80% Environmental impact of emissions are from products products and services are and services they consume determined at the early, design stagesConfidential. © Seymour Powell Limited, 2010. All rights reserved.!!
  4. 4. SUSTAINABILITY IN PRODUCT DESIGN PROCESSES: WHERE & HOW ! PROCESS How are you systematically integrating sustainability into design and innovation processes? PRODUCT How are you successfully integrating sustainability into design projects and innovations?Confidential. © Seymour Powell Limited, 2010. All rights reserved.!!
  5. 5. Designing with PurposeDesign as a driver for sustainable innovationMajken Bülow, Product Sustainability Manager EMEAISustainable Brands, London, 27th November 2012
  6. 6. Who we are 5 The inventors of carpet tiles Turnover $ 1 billion USD 3,500 employees globally
  7. 7. The importance ofa visionary leader 6 It started with a question in 1994. “One day people like me will go to jail.” Ray Anderson Founder, Interface
  8. 8. The power ofa challenging mission 7
  9. 9. A paradigm shift 8OLD NEW RADICAL• Corporate sustainability • Product sustainability • Systems sustainability• The Beauty contest • Embedded • Services redesign• Awards, labels, csr • LCA performance • Close loop systems,reports, • kg CO2 / m2 radical materials certifications • Zero product life cycle • Zeroing others by• Zero company impacts impacts cannibalising
  10. 10. Life Cycle Assessment 9 Sustainable innovation starts with the data
  11. 11. What can we doto zero out the impact of yarn? 10 1.  Reduce the amount of yarn used 2.  Use more recycled yarn in the composition 3.  Invent a new yarn
  12. 12. Less is moreRedesign with 50% less yarn 11 Microtuft 11 million square metres sold since launch 12% of EMEAI sales in 2012
  13. 13. Increasing recycled yarn 12 Challenging suppliers Long term partnerships
  14. 14. Pioneering bio-based yarnmade from castor bean oil 13 Fotosfera Micro & Structured
  15. 15. BiomimicryInspired by nature 14 How would nature design a floor? Random design minimises installation waste to 1-2% How does nature keep things in place? Glue-free installation substituting adhesives
  16. 16. Creating closed loopsReEntry 2.0 recycling process 15 Separates yarn and backing for use as raw materials in new products
  17. 17. Open loopsRe-designing the supply chain 16 Net-Works project with NGOs Establishing community based supply chain for discarded fishing nets Partnership with Zoological Society London and Project Seahorse Foundation, Philippines
  18. 18. But still a long way to go..Thank you 17
  19. 19. Sustainability fuels InnovationJacobine Das GuptaCorporate Sustainability ManagerLondon, November 27th 2012
  20. 20. DSM: a Global Life Science and Material Science companyHealthAdvanced, cost-effective health and medicalinnovations, and healthier food and beverages, to meet theneeds of a growing and ageing global populationNutritionWorld’s leading producer of vitamins and nutritionalingredients meeting the growing need for morenutritious and more sustainable food and animal feedMaterialsEnabling lighter, stronger, more advanced and moresustainable performance materialsPage
  21. 21. DSM MissionOur purpose is to create brighter lives for people today andgenerations to come.We connect our unique competences inLife Sciences and Materials Sciences to createsolutions that nourish, protect and improveperformance.We drive economic prosperity, environmentalprogress and social advances to createsustainable value for all stakeholdersPage 20
  22. 22. Metrics and aspirations ‘If you can’t measure it, ‘If you don’t imagine it, you can’t manage it’ it won’t get done’ P. Drucker S. LydenbergPage 21
  23. 23. Life Cycle Assessments as part of Innovation process Development Scale upIdeation Feasibility Implementation & Launch ‘The ecological benefit can be created at any stage of the lifecycle’ from the raw material, manufacturing, use, to potential re-use and end-of-life disposal Page 22
  24. 24. Brewers Clarex ™Natural beer stabilization system for extended shelf life ‘With DSMs Brewers Clarex™ CO2 emissions from brewing 1 hectoliter of beer are reduced between 5 and 8%’ ‘Every December, in the UK a billion pints of beer are being sold’ Page 23
  25. 25. Arnitel ® EcoBiobased plastic based on rapeseed ‘Arnitel Eco® up to 40% lower carbon footprint than classic co-polyester’ ‘If Arnitel Eco® would replace the global co-polyester market, avoided GHG emissions would be the equivalent of the average annual carbon footprint of 18,000 people in Western Europe’ Page 24
  26. 26. Innovative Micronutrient Productsfighting hidden hunger in cooperation with WFP ‘Since the start of the cooperation over 12 million beneficiaries have been reached with foods reformulated by WFP-DSM partnership..’ ‘..9 products innovated or improved, 36 scientific research papers published and 52 DSM volunteers on assignment’Page
  27. 27. Sustainable Innovation is about:AspirationsMetricsCollaboration
  28. 28. The Product SustainabilityForum: providing theevidence to supportsustainable designMark BarthelSpecial Adviser and Head of DesignWRAP
  29. 29. What is the forum and what is it doing?•  Multi-stakeholder, collaborative, pre-competitive approach•  Pragmatic (80:20 rule) “hotspots” approach•  Covers the whole product lifecycle•  Focusing on reducing waste, GHG emissions and energy and optimising material and water use•  Current scope of work is grocery and home improvement. May add other products later.
  30. 30. International collaboration activity
  31. 31. Focusing in on practical actions Web resource ofUnderstanding hotspots category level Environmentalacross 5 metrics evidence and likely improvement hotspots Sharing product-level insight & Category- opportunities level summaries (Bread) Understanding product-level actions (Bakery) Sector level priorities (Grocery) Today Year 1 Year 2, 3 …
  32. 32. Environmental impacts hotspots analysisIdentifying the product groups that really matter 1. GHG as the initial organising metric 260 2. Adding material, water, product waste and energy data as it becomes available 3. Next steps: fill data gaps; 40 improve quality of insight 4. Considerations: making large data sets accessible: visualisation and product Hotspots category summaries Focus
  33. 33. EUPs & food are major hotspotsPercentages of total household consumption. i.e. this diagram does not show other areas e.g. personal transport Washing machines, dishwashers Fridges, freezers, cooking appliances Showers, boilers Adapted from Tukker, A. et al (2006) Environmental Impact of Products (EIPRO) European Commission
  34. 34. Product innovation is notenough Behaviour change Engaging Low-flow showers consumers Source: Henry King, Unilever – PSF Plenary, May 2012
  35. 35. Deliverables - Hotspots findings•  Grocery: 30 product categories contribute approximately: •  60% of food & drink product tonnage •  70% of food & drink GHG emissions •  50% of consumer food waste •  50% of water footprint•  Home improvement: •  Electrical products c. 80-90% of GHG emissions •  …of which, 5 EPs contribute 50%
  36. 36. Electrical productsn  Selected products are important for material consumption and greenhouse gas emissionsn  Approx half of material use and GHG emissions
  37. 37. “Personal” category example: Product diversity to Eureka!Hairspray Shower gel•  Metal packaging •  Plastic packaging•  No energy in use •  Energy in use 100% 90% % of life cycle GHG 80% emissions 70% 60% 50% 40% 30% Hairspray 20% Shower gel 10% 0% Ingredients & Packaging Distribution Use EOL manufacturing
  38. 38. Comparative studies are the most usefulMost useful studies where answering a specific questionE.g. comparison of competing technologiesCan be adopted by many businessesPSF developing a ‘library’ of these Source: Migros (2010) Hairspray product
  39. 39. Thank You e: w:
  40. 40. THANK YOU! Q&A session Integrating sustainability into product design processesConfidential. © Seymour Powell Limited, 2010. All rights reserved.!!