Maximising resource value through ecodesign


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Keynote talk given at CIWM New Members Network Event 2013

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Maximising resource value through ecodesign

  1. 1. maximising  resource  value  through  ecodesign    @frank_oconnor  Director  @ecodesigncentre    CIWM  New  Members  Network  Event      April  2013        
  2. 2. to  believe  in  something,  and  not  to  live  it,    is  dishonest.    Mahatma  Gandhi  
  3. 3. make ecodesign happen
  4. 4.  we  over  consume  
  5. 5.  source:    98%  of  products  are        thrown  away  within        6  months  source:    Edwin  Datschefski  &  United  NaQons  University  
  6. 6. Image  we  live  in  a  throwaway  society      …………  but  there  is  no  away    
  7. 7. every design choice hasa consequenceimage  source:    Chris  Jordan  bad designis a social crime
  8. 8. source:  Banksy  disconnect  between  people  …..  and  between  planet  and  people  
  9. 9. ‘commandments  of    industrialised  society’    1)  create  more  desire  (perceived  needs)  2)  thou  shalt  consume  (=  good  life)    culture  of  consumpQon    -­‐  devaluing  of  culture    !source:  Henry  1949  cited  in  Jones  1987  
  10. 10. source: miscell. web sitesiPo[y    real  need?  
  11. 11. ..  collecQve  unconscious  behaviour  …..  with  catastrophic  unintended  consequences  !
  12. 12. air  pollu:on  kills  3  million  people  each  year,  mostly  in  poor  countries    source: WHO / BBC  responsibility      polluQon  
  13. 13. between  100  and  1000  species  become  ex:nct  each  year,  because  their  habitats  are  changing  or  being  destroyed.      source: UK Government  responsibility      degradaQon  
  14. 14. population growthsource: engine group and UNFPAsource: engine group and UK statisticsageing population
  15. 15. emerging economies1billionof these people areliving in slums, squats &unofficial settlements source: UNHABITAT
  16. 16. ~4000children die each dayfrom diseases associatedwith lack of access to safedrinking water, inadequatesanitation and poor hygienewater access source: UN / flickr
  17. 17.  …...individuals  act  primarily  on  issues  that  impact  their  personal  well-­‐being,  their  family,  and  their  immediate  community.    ..  unless  those  needs  are  tended  to,  most  individuals  wont  commit  to  causes  that  promise  to  benefit  the  world  at  large.      Catherine  Greener  source: WHO / BBC!
  18. 18.  we  ALL  have  to  change  !
  19. 19. whatapproach to design that considersthe materials, processes & practicesof a company from a full life cycleperspective.
  20. 20. whyit helps identify layers of waste &layers of value
  21. 21. 80%of impact
  22. 22. recent business response•  50% of companies have redesigned products orprocesses in response to rising materials prices•  66% sought different sourcing options•  40% of companies have substituted some inputswith cheaper alternatives
  23. 23. howecodesign considers all life cycleimpacts, adressing the biggestimpacts and designs these out
  24. 24. designers interactbetween industry, usersand other actorsindustryconsumersdesign
  25. 25. designers can influencehow people consume,use, behave …industryconsumersdesign
  26. 26. !our mission is to make ecodesign happenthrough collaboration along the life cycle
  27. 27. current collaborative work in Europe
  28. 28. Bio-based plasticsPhotoVoltaicsElectronics PCBs Semi-conductorsSmart TextilesIndustrial Machines Sensors
  29. 29. image  source:  Fuse  /  Ge[y  
  30. 30. design for…. durabilitylongevity, durability, desireimage source: dualit, kitchenaid
  31. 31. image source: Panasonicdesign for….disassemblyrecycling, servicing, end-of-life, upgrade, leanmanufacturing, cleanerproduction, down-cycling,material segregation,image source: fromPanasonic
  32. 32. design for…. low impact materialsrecycled, recyclable, bio materials, compatibility, compostable,renewable, sustainableimage source: inhabitat, Worn Again, Moscardino, Remarkable, Sony
  33. 33. design for…. renewable powerhuman powered, solar, wind, bio, re-chargeableimage source: Philips, Freeplay, Solio
  34. 34. design for…. eco-packagingnatural, returnable, reusable, multifunction, biodegradable
  35. 35. design for….product systemsreturnable, remanufacture,re-use, closed-loop, end-of-life,product-service-systemimage source: RSA
  36. 36. design for…. fair &just productionhealth and safety, employeesrights, unions, forced labour, childlabour, discrimination,source: martin charter / CFSD
  37. 37. the  single  biggest  problem  in  communicaQon  is  the  illusion  that  it  has  taken  place      George  Bernard  Shaw        
  38. 38. source:  Apple    1989
  39. 39. source:  Apple    1993
  40. 40. design2010
  41. 41. source: / getty images source: Chris Jordan
  42. 42.  neodymium  source: Harman & wiki  car  speaker  
  43. 43.  source:  polluQon    true  cost  
  44. 44.  source:  toxicity,  health    true  cost  
  45. 45.  recovery    true  cost  source:
  46. 46. source: mywindpowersystem.comlow  carbon  /  high  on    criQcal  materials  
  47. 47. criQcal  materials  in  WEEE  •  the  WEEE  discarded  in  the  UK  over  the  last  decade  contained  –  £5  billion  of  gold  –  £1  billion  of  silver  –  £1  billion  of  palladium    •  very  liRle  recovered,  only  22%  collected  for  recycling  source: miscell.
  49. 49. way  forward?  
  50. 50. source: ZIPcars
  51. 51. Cradle to Cradle“remake the way wemake things” thinking about the materials we use, howour products are designed and assembled, and their cyclesof use with our customers.No matter how good your products are, there comes a timewhen their first useful life comes to an end. In consideringproduct life cycles Cradle to Cradle asks us to re-think thecommonplace approach of “take, make & waste” and thisprompted us to act.During the early stages of the design of Ara we established arelationship with one of Cradle to Cradle’s authors, renownedindustrial chemist Micheal Braungart. Throughout thedevelopment we have been working with EPEA, Micheal’s C2Corganisation based in Hamburg.We’ve always very carefully considered the materials that we usein our products but our aim in working with EPEA is to ensurethat what we’re using is truly safe, for humans and theenvironment alike, and successful in technical cycles of reuse.This means looking in much more detail at every chemicalingredient in the materials we use; to determine which inhibitthis aim and need to be substituted or remove as a result.Cradle to Cradle is an approach to design which looks to makeus truly environmentally effective, by developing products forclosed loop systems in which all the materials used are safe andbeneficial - either to biodegrade naturally or to be fully recycledinto high quality materials for subsequent product generations,again and again. In order for us to maximise the value of thematerials used in your chair we’d like to get them back onceyou’ve finished with them. It’s pretty simple, all you need to dois visit our website at your ARA at ‘End of Life’Armsupportthat’sthereonlywhenyouneedit.Ourgoalwastodesignanewarmpadthatwasmorecomfortathanever,usingmaterialsthatcouldbesegregatedeasilyandrecycmoreeffectively.ThetraditionalPUisreplacedbyaflexiblepolymwithaseparateinsertmadefromrecycledfoam.Theresultisarmrestthat’srobust,easytouseandprobablythemostcomfortawe’veevermade.Dosomethingreallysimple;makethechairbase100%recyclable.Notthemostcomplicatedpartonataskchair,granted,butweasourselvesthequestion-somelookmuchbetterthanothersbutplasticchairbasesareprettymuchthesame,aren’tthey?Wellinsensetheyare,andwithveryfewexceptionstheyallhaveamcollarmouldedintotheplastictostopthegasliftcreepingthrougthebase.Greatfornotdraggingyourchairacrossthecarpetbutnotsogreatwhenyoucometorecycleit,asthecollarcanbeverdifficulttoremove.Smartdesignandcarefulmaterialselectionhasenabledustocreabasewithoutacollarinsert.Asimplepointbutunlikealmostotherplasticbasesoursis100%recyclable.Andrestassuredwetesteditlikemad.Weknowthatpeoplecomeinallshapesandsizes.That’swhysmartengineeringinsidethemechanismmeanstheridecanbetunedandbalancedtoyourpreciseneeds,usingadjustmentcontrolsthatareeasytooperateandlabelledclearly.disassemblyend of lifecradle to cradleecodesign  is  good  design  
  52. 52. ecodesign  consideraQons    considera:on  of  full  life  cycles  /  system    considera:on  of  all  ‘sustainability’  issues  /  focus  on  greatest  impact    no  shiX  of  pressure  between  stages  of  life  cycle  /  true  cost    crea:on  of  goods  and  services  with  higher  overall  quality  and  value  /  transforma:ve  use  cycles    embrace  new  models  of  business  &  ownership  !1  
  53. 53. ecodesign  criteria    long-­‐life    non-­‐toxic      localise    renewable  energy  !2  
  54. 54. innovaQon  through  mindset  changes  –  think  …    ‘resource’  instead  of  ‘waste’    ‘need’,  ‘use’  instead  of  ‘consume’    how  to  transform  ‘stuff’  &  not  destroy      wider  life  cycle  /  circular  economy  team      !3  
  55. 55. think  ….    collaborate  &  co-­‐develop    (shared  responsibility  &  empathy)    new  responsible  business  models    journey  without  a  fixed  des:na:on        !3  (contd.)  
  56. 56. innovaQon  in  waste  industry    •  provision  of  service  based  life  cycle  solu:ons,  e.g.  resource  stewardship  •  access  new  markets  &  new  knowledge  •  crea:on  of  value  along  chain  •  (e.g.  help  design  at  front  end  and  close  loop  at  back  end)  !4  
  57. 57. innovaQon  in  waste  industry    •  develop  new  skills  &  partnerships  •  co-­‐create  goods  with  transforma:ve  use  cycles  •  new  technologies  to  secure  resources  •  move  beyond  legisla:on  to  value  crea:on  !4  (contd.)    
  58. 58. waste  industry  opportuniQes    material  exchange  /  markets    knowledge  exchange  market    new  materials  formula:on    new  products  from  secured  resources  !5  
  59. 59. waste  industry  opportuniQes    increased  value  &  role  for  organics    landfill  mining    new  energy  sources  from  secured  resources    branding  /  communica:on  !5  (contd.)    
  60. 60. do  not  accept    ‘that’s  the  way  it  is’  !
  61. 61.  we  ALL  have  to  change  !
  62. 62. a  world  where  ecodesign  is  the  norm  !
  63. 63. designed,  made,  remade.  zero  waste.  only  resource  !passport  source:  Habufa  
  64. 64. thanks:    @CIWM  &  Waste  Strategy  Branch  @WelshGovernment  &  you    &  good  luck.  @ecodesigncentre  @frank_oconnor