More Related Content Similar to Develop3DLive_SustainableDesign_ChrisS (20) 1. The shape of things to come
SUSTAINABILITY IN PRODUCT DESIGN
TOOLS FOR PLANET-SAVING INNOVATION
CHRIS SHERWIN, HEAD OF SUSTAINABILITY, SEYMOURPOWELL
DEVELOP3D LIVE, 21 MARCH 2012
2. BUSINESS WAKES UP TO SUSTAINABILITY
When stakeholders now
ask me about our
business strategy, I show
them our sustainability
plan.
CEO €MULTI-BN GLOBAL FMCG CORPORATION
Confidential. © Seymour Powell Limited, 2010. All rights reserved.
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) portfolio
Confidential. © Seymour Powell Limited, 2010. All rights reserved.
4. 80% of the
environmental impacts of
products are determined
at the design stages.
WHERE DID WE GET TO ON SUSTAINABLE DESIGN
CURRENT PRACTICE AND TOOLS
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 MARKETING
Confidential. © Seymour Powell Limited, 2010. All rights reserved.
6. Standard model
for 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 ISO14062
Confidential. © Seymour Powell Limited, 2010. All rights reserved.
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 GURU
Confidential. © Seymour Powell Limited, 2010. All rights reserved.
8. We must design for
green, not address it
afterwards.
INDRA NOOYI CEO PEPSICO
PADDLING SUSTAINABLE DESIGN UPSTREAM
THE EARLY STAGES
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 MARKETING
Confidential. © Seymour Powell Limited, 2010. All rights reserved.
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. 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 recycled
Confidential. © Seymour Powell Limited, 2010. All rights reserved.
12. SUSTAINABILITY-DRIVEN INNOVATION SP EXAMPLES
Sustainability
breakthroughs
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 state
Confidential. © Seymour Powell Limited, 2010. All rights reserved.
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 impacts
Confidential. © Seymour Powell Limited, 2010. All rights reserved.
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
Quantitative
Confidential. © Seymour Powell Limited, 2010. All rights reserved.
