Develop3DLive_SustainableDesign_ChrisS

385 views

Published on

The presentation I gave at Develop3D Live on the why and how of sustainable design & innovation

0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total views
385
On SlideShare
0
From Embeds
0
Number of Embeds
9
Actions
Shares
0
Downloads
7
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide

Develop3DLive_SustainableDesign_ChrisS

  1. 1. The shape of things to comeSUSTAINABILITY IN PRODUCT DESIGNTOOLS FOR PLANET-SAVING INNOVATIONCHRIS SHERWIN, HEAD OF SUSTAINABILITY, SEYMOURPOWELLDEVELOP3D LIVE, 21 MARCH 2012
  2. 2. BUSINESS WAKES UP TO SUSTAINABILITYWhen stakeholders nowask me about ourbusiness strategy, I showthem our sustainabilityplan. CEO €MULTI-BN GLOBAL FMCG CORPORATIONConfidential. © Seymour Powell Limited, 2010. All rights reserved.
  3. 3. SUSTAINABILITY CONVERGING AROUND PRODUCTS, INNOVATION & DESIGN? $10bn sales from products that save resources and carbon for customers by 2015 0% (7.5% total sales) portfolio Grew sales of eco products by 4% in 2010/11 = 1.1bn or 10.5% of total sales One-third total sales from Green Flagship products by end-2012 (35% in 2010) ECO+ innovations make up 80% of our the pipeline p/a by 2015 90% of all products to be ʻmore sustainableʼ by 2015 All own-brand packaging reduce by half by 2020 All innovation to be improved on at least one Sustainability Focal Area by 2015 100% All M&S products to have at least one Plan A quality by 2020 (50% by 2015) portfolioConfidential. © Seymour Powell Limited, 2010. All rights reserved.
  4. 4. 80% of theenvironmental impacts ofproducts are determinedat the design stages.WHERE DID WE GET TO ON SUSTAINABLE DESIGNCURRENT PRACTICE AND TOOLS
  5. 5. Ability to influence, and reduce, sustainability impacts R&D Produce Launch Strategy Concept design Detail design Make Communicate Business model Ability to accurately measure or account for sustainability impacts Clean production, sustainable supply chain Green ad’s, comm’s, management, ecodesign, lifecycle assessment PR, social media ECODESIGN | SUSTAINABLE GREEN DESIGN MARKETINGConfidential. © Seymour Powell Limited, 2010. All rights reserved.
  6. 6. Standard modelfor ecodesign Based on product environmental impact assessment and Lifecycle Assessment ‣Define the boundaries ‣Conduct an eco-footprint analysis of a given product ‣Look at whole life product impacts - cradle to grave (usually using one of the many software tools) ‣Determine the big hotspots and focal areas ‣Redesign these in the next iteration of development Even process-based ISO standard for LCA and ecodesign: ISO14040 and ISO14062Confidential. © Seymour Powell Limited, 2010. All rights reserved.
  7. 7. GAPS IN ECODESIGN? ‣Its late and corrective ‣Tools are analytical - based on assessment and How can a target analysis (not for instance creativity) for sustainable products or ‣You rarely get new concepts or products packaging be anything other than Two key challenges: 100%. ‣Its a process - we need absolute savings ‣Its not in everything - currently voluntary and niche JONATHON PORRITT GREEN GURUConfidential. © Seymour Powell Limited, 2010. All rights reserved.
  8. 8. We must design forgreen, not address itafterwards.INDRA NOOYI CEO PEPSICOPADDLING SUSTAINABLE DESIGN UPSTREAMTHE EARLY STAGES
  9. 9. Ability to influence, and reduce, sustainability impacts R&D Produce Launch Strategy Concept design Detail design Make Communicate Business model Ability to accurately measure or account for sustainability impacts New concepts, breakthrough innovation, next Clean production, sustainable supply chain Green ad’s, comm’s, generation products & services, new business models management, ecodesign, lifecycle assessment PR, social media BREAKTHROUGH INNOVATION FOR ECODESIGN | SUSTAINABLE GREEN SUSTAINABILITY DESIGN MARKETINGConfidential. © Seymour Powell Limited, 2010. All rights reserved.
  10. 10. SUSTAINABILITY-DRIVEN INNOVATION DULUX DESIGN AND DELIVERY OF ZERO EMISSIONS PAINT SYSTEMS A £2M multi-year, collaborative innovation project looking at sustainability driven innovation across the complete paint lifecycle and value chain. Sustainability insights & drivers were: ‣Paint cans are used and disposed of to landfill within 20 mins, which the customer pays for (landfill tax) ‣Paint application (up to 20 years ago) can affect building recycling and disposal at deconstruction stage (the builder is also the facilities manager and building decommissioner)Confidential. © Seymour Powell Limited, 2010. All rights reserved.
  11. 11. SUSTAINABILITY-DRIVEN INNOVATION DULUX Mainstream eco-products: Development of a mainstream trade & retail paint with equal performance and 30/50% lower carbon footprint, 30% recycled plastic packaging, etc Paint waste: Can design means users cannot get all the paint out, meaning product waste. The rimless can design allows all the paint to be extracted and used. This affects can recycling too. Each UK household has an average 13 half- empty tins. The Paint Solidifier means paint can be disposed of and cans recycledConfidential. © Seymour Powell Limited, 2010. All rights reserved.
  12. 12. SUSTAINABILITY-DRIVEN INNOVATION SP EXAMPLESSustainabilitybreakthroughs DESIGNING THE NEXT GENERATION OF SUSTAINABLE PRODUCTS AND SERVICES ‣Beyond EcoReDesign Methods ‣Ethnography - a tool for sustainable behaviours ‣Future scenarios and trends ‣Creating visions ‣The sustainable stateConfidential. © Seymour Powell Limited, 2010. All rights reserved.
  13. 13. TOOLS FOR SUSTAINABLE DESIGN EARLY VS LATE Ability to influence, and reduce, sustainability impacts R&D Produce Launch Strategy Concept design Detail design Make Communicate Business model Ability to accurately measure or account for sustainability impactsConfidential. © Seymour Powell Limited, 2010. All rights reserved.
  14. 14. TOOLS FOR SUSTAINABLE DESIGN EARLY VS LATE Framing Qualitative Sustainable Design strategies (TNS, Scenarios, cleantech, Abilitycorp targets) and reduce, sustainability impacts to influence, Sustainable Design Principles R&D Produce Launch Strategy (wasteConcept design hierarchy, ethnography) Detail design Make Communicate Business model Qualitative assessment tools (LiDS wheel, Streamlined LCA, Ability to accurately KPI’s) Environmental measure or account for sustainability impacts Quantitative assessment tools (Lifecycle assessment, carbon footprint) Assessing QuantitativeConfidential. © Seymour Powell Limited, 2010. All rights reserved.
  15. 15. Thank youFOR MORE INFORMATION CONTACTCHRIS SHERWINCHRIS.SHERWIN@SEYMOURPOWELL.COM

×