Environmental protection as an opportunity for improved competitiveness dr. Žiga Turk, minister Government Office for Growth @ Round Table Environmental Protection and Climate Change, Brussels, May 27 th , 2008.

We know how to reduce CO2 we just need to revert to the kind of life we had 200 years ago the issue is, how to do it without wrecking the economy the point is we should do it by invigorating economy

we just need to revert to the kind of life we had 200 years ago

the issue is, how to do it without wrecking the economy

the point is we should do it by invigorating economy

We have just two renewable resources …

Business opportunities arise from combining the two

Resource #1: The (rational) brain

Climate IS changing

Fossil fuels ARE expensive

We may be running out of fuel

Politicians are throwing money at the problem

We know how much things cost and what the policies should be active support, r&d funding don't waste taxpayer's money tax breaks, feed ins legislate, standardise educate, advertise Vattenfall/McKinsey

Someone's cost is someone else's income at what end of the equation do we want to be?

at what end of the equation do we want to be?

We know the winners and losers

And we know the physics behind biofuels … Photon, April 2007

And the physics behind batteries … from Ulf Bossel's, Phenomena, Fact and Physics, of a Sustainable Energy Future

A few more numbers 6*8m 46,15 325.000.000,00 PV Electricity 100x70m 6.666,67 2.250.000,00 Bioethanol 100x70m 6.976,74 2.150.000,00 Biodiesel land m2 needed for 15000km km driven miles/km2 50x50km 2500 2 1km2 Biomass 10x10km 100 50 1km2 Wind 3x30km 29 170 1km2 Photovoltaic 5000 Nuclear plant land km2 equivalent GWh/year type

It is all leading to a new industrial revolution from below ground energy to above ground energy (wind, solar, biomass?) from chemical to electron energy from central to decentralized production from at-producer to at-consumer storage

from below ground energy to above ground energy (wind, solar, biomass?)

from chemical to electron energy

from central to decentralized production

from at-producer to at-consumer storage

Requiring massive investment as well as R&D and technology development

But there is another side of the mind

LEFT: rational, methodical, mathematical RIGHT: intuitive, artistic, spiritual, emphatic … from: Dan Pink, A Whole New Mind

Do you buy what you need?

Or do you buy what you think and feel you need?

Do you pay for function or do you pay for meaning?

Added value in function or in meaning ?

Price of function is droping, and price of meaning rising 1 EUR 30 EUR price of funcion ECO… "home made" trusted just function more trade mark image design "healthy" “ fair traded ” marketing who can think of it who can sell it GMO who is willing to pay for it price of meaning

Lisbon Strategy on Moralization of the Markets The European Council recognizes that addressing energy and climate change is also a matter of shaping values and changing citizens' behaviour. It therefore urges national governments and European institutions to set an example by making substantial progress towards reducing energy use in their buildings and car fleets.

The European Council recognizes that addressing energy and climate change is also a matter of shaping values and changing citizens' behaviour. It therefore urges national governments and European institutions to set an example by making substantial progress towards reducing energy use in their buildings and car fleets.

The good will is there … Recent European LOHAS study shows that in comparison to the Americans Europeans are more inclined to buy environmentally friendly producst and improve their environmental behaviour. ( 50 percent more likely to buy “green” products 25 % more likely to recycle ) P eople want to work at green companies and that g reen and responsible companies are attracting and retaining talented people.

Recent European LOHAS study shows that in comparison to the Americans Europeans are more inclined to buy environmentally friendly producst and improve their environmental behaviour. ( 50 percent more likely to buy “green” products 25 % more likely to recycle )

P eople want to work at green companies and that g reen and responsible companies are attracting and retaining talented people.

… but consumers need an opportunity to use their values and morals … they need information!

Business opportunities summary Change of climate Price of fuel Security of supply Political measures and incentives The changed behavior of the consumer

Change of climate

Price of fuel

Security of supply

Political measures and incentives

The changed behavior of the consumer

Just two renewable resources