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Corporate versus product a

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This presentation describes the paradigm shift needed for companies to move from the beauty context of corporate sustainability to the new paradigm of product sustainability, proving with facts the environmental performance of a product.

Published in: Business, Design
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Corporate versus product a

  1. 1. S u s t a in a b ilit y . F r o mC o rp o ra te to P ro d uc t.
  2. 2. The 2 paradigm shiftOLD UPCOMING RADICAL• Corporate • Product • Systemssustainability sustainability sustainability• The Beauty • Embedded • Radical systemcontest thinking • LCA• Awards, labels, performance • Close loopcsr reports, systems, radicalcertifications • kg CO2 / m2 materials • Services
  3. 3. Old New–Doing good –Competitive advantage–And telling about it –Embedded communications–Nice to have –Core (product)–Stories –Performance
  4. 4. Old New–CSR –Sustainability–Corporate –Product–Responsibility –Transparency–CSR Report –Product Declarations–Greenwash, labels –Just the Facts
  5. 5. Transparency can only get bigger
  6. 6. Actually it is the key for corporate reputation Source: Edelman Trust Barometer 2010
  7. 7. Embedding sustainability –Truly embedding is in your product
  8. 8. Courtesy of Tesco
  9. 9. – GHG emissions across the lifecycle of over 1,600 representative products– Calculated it at an absolute level as well as on a per consumer use’ basis in 14 countries.– The calculation covers 70% of our volumes Courtesy of Unilever
  10. 10. Courtesy of Renault
  11. 11. Supply chain impacts growing due to outsourcing
  12. 12. The 2 paradigm shiftOLD UPCOMING RADICAL• Corporate • Product • Systemssustainability sustainability sustainability• The Beauty • Embedded • Radical systemcontest thinking • LCA• Awards, labels, performance • Close loopcsr reports, systems, radicalcertifications • kg CO2 / m2 materials • Services
  13. 13. EPDs brings alignment to the whole company Product Design Supply Chain Marketing Sales and Innovation Reporting to government and stakeholdersWhat you tell to your suppliers is the same that what you tell to your customers.What your designers focus on is the same your sales force talk about.What you report to stakeholders is the same that what your marketing claims.It’s all base on just the facts from LCA.
  14. 14. EPD facts and Product Innovation
  15. 15. Life Cycle Analysis. The key in sustainability.
  16. 16. Life Cycle Analysis. The key in sustainability.
  17. 17. Wha t – Reduce the amount of yarnc an we usedd o tore duc e – Use morethe recycled yarn in the compositionim p a c tof – Invent a newya r n ? yarn
  18. 18. Less is more. 50% less yarn.
  19. 19. 100% recycled yarn
  20. 20. B io s f e r a M ic r o . 3 5 0 g y a r n10 0 % r e c y c l e d
  21. 21. EPD facts based marketing vs. GreenWash
  22. 22. Today marketing is based on 100% somethings WHICH ONE DO YOU CHOOSE?
  23. 23. Facts based marketing mandatory for carswhich drives innovation on efficiency
  24. 24. Fact-based marketing at InterfaceFLOR
  25. 25. EPDs aligns your entire supply chain
  26. 26. The 700 questions questionnaire – Do you have an environmental policy? – Do you sign to the precautionary principle? – Have you signed to the Global Compact? – Who is your ISO14001 auditor?How transformative is this…?
  27. 27. Just one magic question to suppliers…
  28. 28. EPDs brings alignment to the whole company Product Design Supply Chain Marketing Sales and Innovation Reporting to government and stakeholdersWhat you tell to your suppliers is the same that what you tell to your customers.What your designers focus on is the same your sales force talk about.What you report to stakeholders is the same that what your marketing claims.It’s all base on just the facts from LCA.
  29. 29. EPD facts enable smart legislation
  30. 30. How the magic metric enables legislation– What is the biggest issue?– Energy at use = gCO2/km (becomes the magic metric)– European-wide goals for the industry on gCO2/km– Mandatory displaying of the metric on advertising– Company car tax: more tax if more gCO2/km– Road tax: more tax if more gCO2/km– City incentives: Low gCO2/km have exemptions eg parking, congestion charge
  31. 31. Same story in the building industry? – What is the biggest issue? – Energy at use = kwh/m2, kwh/occupant/year – Embodied carbon of materials = kgCO2/m2 – European-wide goals for the industry – Mandatory displaying of buildings efficiency ratings – Stamp duty: more tax if less efficient – Local council tax: more tax if less efficient – Building rating tools: more points if less CO2 – VAT exemptions for low embodied carbon materials

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