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JUST   THE FACTS                       ncy           ct TranspareF ull Produ EPDs          with
JUST THE FACTS            2     MOVING ON FROM THE     ‘CSR DECADE’
JUST THE FACTS Old                     New_Doing good             _Competitive advantage_And telling about it   _Embedded ...
JUST THE FACTS Old                  New_CSR                 _Sustainability_Corporate           _Product_Responsibility   ...
JUST THE FACTSTransparency can only get bigger
JUST THE FACTSActually it is the key for corporate reputation                              Source: Edelman Trust Barometer...
JUST THE FACTSThe move to product sustainability already started
JUST THE FACTS   8More geeks,less geezers
JUST THE FACTS              9     MEASURING THE FACTS:     LCAs and EPDs
JUST THE FACTS                     10What is a Life Cycle Assessment?
JUST THE FACTS                               11Life Cycle Assessment of a physical product(e.g. glass, hammer)Life Cycle A...
JUST THE FACTS                                                                                                            ...
JUST THE FACTS           13The issue with companyLCAs, is that you cantweak the assumptions
JUST THE FACTS                                      14Product Category Rules            LCA          PCR        EPD       ...
JUST THE FACTS                      15EPD stands for:Environmental Product DeclarationIt is a third party validated LCA
JUST THE FACTS                                       16The Green Standard Organisation refers to it as...“A single source ...
JUST THE FACTS          17First of all, here iswhat an EPD is not...
JUST THE FACTS   18
JUST THE FACTS                                                                           19What is found on an Environment...
JUST THE FACTS                                                                                               20What is fou...
JUST THE FACTS               21     FULL TRANSPARENCY AND     MARKETING
JUST THE FACTS               22                 WHICH ONE                  DO YOU                 CHOOSE?
JUST THE FACTS   23
JUST THE FACTS                 24Single benefit claims.Narrowly correct, misleadingin the big picture.
JUST THE FACTS       25What’s the nextclaim? Dolphinfriendly carpet!?!
JUST THE FACTS                                   26Let’s face it, anyone canmake a label...  the Ecolabel Index listed 377...
JUST THE FACTS                              27But the perfect label is one that..._Is owned by an independent organisation...
JUST THE FACTS               28     FULL TRANSPARENCY AND     SUPPLY CHAIN
JUST THE FACTSThe 700 questions (very useless) questionnaire_Do you have an environmental policy?_Do you sign to the preca...
JUST THE FACTS   30
JUST THE FACTS            31     THE TRANSFORMATIVE     POWER OF EPDs
JUST THE FACTSYes, there is a green market_the green market outperformed the US economy as a whole in 2009 and grew by ove...
JUST THE FACTSMy mom won’t choose a product based on an EPD_Not all consumers are the same_Segmentation
JUST THE FACTSRetailers as editors of choice
JUST THE FACTSGovernments making informed decisions_Based on full LCA information_Tax exemptions_Regulations_Performance s...
JUST THE FACTSExample of the car industry_What is the biggest issue?_Energy at use = gCO2/km_European-wide goals for the i...
JUST THE FACTSCommoditising sustainability
JUST THE FACTS109 gCO2/km
JUST THE FACTSTransparency will force businesses to compete…on what matters and on what they’re good at.
JUST THE FACTS        40     SOCIAL PRODUCT     DECLARATIONS
JUST THE FACTS The SPD of the food industry
JUST THE FACTSFiguring out your sector Social Product Declaration_What is the key issue in the sector?_Can we measure it? ...
JUST THE FACTSIs it expensive?_Less than the BRE profiles_Much less than a typical corporate reporting process_Less than t...
JUST THE FACTSThanks for your patience!_Ramon Arratia_Sustainability Director_InterfaceFLOR EMEAI_Mobile +44 77366 58399_r...
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Full Product Transparency

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Full Product Transparency

  1. 1. JUST THE FACTS ncy ct TranspareF ull Produ EPDs with
  2. 2. JUST THE FACTS 2 MOVING ON FROM THE ‘CSR DECADE’
  3. 3. JUST THE FACTS Old New_Doing good _Competitive advantage_And telling about it _Embedded communications_Nice to have _Core (product)_Stories _Performance
  4. 4. JUST THE FACTS Old New_CSR _Sustainability_Corporate _Product_Responsibility _Transparency_CSR Report _Product Declarations_Greenwash, labels _Just the Facts
  5. 5. JUST THE FACTSTransparency can only get bigger
  6. 6. JUST THE FACTSActually it is the key for corporate reputation Source: Edelman Trust Barometer 2010
  7. 7. JUST THE FACTSThe move to product sustainability already started
  8. 8. JUST THE FACTS 8More geeks,less geezers
  9. 9. JUST THE FACTS 9 MEASURING THE FACTS: LCAs and EPDs
  10. 10. JUST THE FACTS 10What is a Life Cycle Assessment?
  11. 11. JUST THE FACTS 11Life Cycle Assessment of a physical product(e.g. glass, hammer)Life Cycle Assessment of a machine(e.g. washing machine, air-conditioning)
  12. 12. JUST THE FACTS 12Typical carpet tile LCABased on InterfaceFLOR’s Sustainability Index for Heuga 580 with the following assumptions: end of life landfill, no green energy, lifetime 10 years. Interface’sSustainability Index is based on LCA using GABI 4 database. GHG emissions, embodied energy and toxicity each account for 1/3 to the overall index.
  13. 13. JUST THE FACTS 13The issue with companyLCAs, is that you cantweak the assumptions
  14. 14. JUST THE FACTS 14Product Category Rules LCA PCR EPD Life Product Environmental Cycle Category Product Assessment Rules Declaration
  15. 15. JUST THE FACTS 15EPD stands for:Environmental Product DeclarationIt is a third party validated LCA
  16. 16. JUST THE FACTS 16The Green Standard Organisation refers to it as...“A single source for finding scientifically robust and transparent (...) information about a product’s environmental performance, verified by a qualified third party”
  17. 17. JUST THE FACTS 17First of all, here iswhat an EPD is not...
  18. 18. JUST THE FACTS 18
  19. 19. JUST THE FACTS 19What is found on an EnvironmentalProduct Declaration (EPD)Construction Renewable Material Mass (%)Layer ResourcesTotal Pile Polyamide 6 8.9 No No Limited USALayerCarrier Polyester, non woven 3.0 No No Limited EuropePrecoat 30.2 SBR No No Limited EuropeBonding Limestone No No Limited Europe ATH No No Limited Europe Bitumen No No Limited Europe SBR No No Limited EuropeStructural Limestone,Graphlex pre-consumer 65.6 No Yes Abundant EuropeBacking recycled Glassfleece 0.8 No No Limited Europe Polypropylene 1.5 No No Limited Europe
  20. 20. JUST THE FACTS 20What is found on an EnvironmentalProduct Declaration (EPD) Part 1 Part 2 Part 3Categories Production Delivery and End of life Units per m2 Use (1 year)Evaluated Stage installation stagePrimary energy not (MJ) 163.5 2.5 3.8 -48.8renewablePrimary energy (MJ) 7.2 6.7-104 0.3 -0.4renewableGreenhouse (kgC02, - eqv.) 7.8 0.35 0.2 4.2potential (GWP 100)Ozone degradation (kg R11 - eqv.) 6.2-107 -3.0-10-10 4.0-108 -2.6-10-8potential (ODP)Acidification potential (kg S02 - eqv.) 2.6-10-2 1.5-10-3 7.7-10-4 5.1-10-3(AP)Nutrification (NP) (kg P04 - eqv.) 4.5-103 2.6010-10-4 9.1-10-5 9.8-10-4Photochemical (kg ethene - eqv.)oxidant formation 3.4-10-3 1.3-10-4 6.2-10-5 1.2-10-4(POCP)
  21. 21. JUST THE FACTS 21 FULL TRANSPARENCY AND MARKETING
  22. 22. JUST THE FACTS 22 WHICH ONE DO YOU CHOOSE?
  23. 23. JUST THE FACTS 23
  24. 24. JUST THE FACTS 24Single benefit claims.Narrowly correct, misleadingin the big picture.
  25. 25. JUST THE FACTS 25What’s the nextclaim? Dolphinfriendly carpet!?!
  26. 26. JUST THE FACTS 26Let’s face it, anyone canmake a label... the Ecolabel Index listed 377 schemes in 214 countries and 25 industry sectors
  27. 27. JUST THE FACTS 27But the perfect label is one that..._Is owned by an independent organisation_Is accredited by a non-affiliated entity_Uses criteria based on the LCA_Separates consultants and certifiers_Adheres to Type III under ISO 14025
  28. 28. JUST THE FACTS 28 FULL TRANSPARENCY AND SUPPLY CHAIN
  29. 29. JUST THE FACTSThe 700 questions (very useless) 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?
  30. 30. JUST THE FACTS 30
  31. 31. JUST THE FACTS 31 THE TRANSFORMATIVE POWER OF EPDs
  32. 32. JUST THE FACTSYes, there is a green market_the green market outperformed the US economy as a whole in 2009 and grew by over 40% from 2004 to 2009 (Mintel)
  33. 33. JUST THE FACTSMy mom won’t choose a product based on an EPD_Not all consumers are the same_Segmentation
  34. 34. JUST THE FACTSRetailers as editors of choice
  35. 35. JUST THE FACTSGovernments making informed decisions_Based on full LCA information_Tax exemptions_Regulations_Performance standards
  36. 36. JUST THE FACTSExample of the car industry_What is the biggest issue?_Energy at use = gCO2/km_European-wide goals for the industry on gCO2/km_Mandatory on advertising_Low gCO2/km have exemptions eg parking, congestion charge_Company cars pay more tax if more gCO2/km
  37. 37. JUST THE FACTSCommoditising sustainability
  38. 38. JUST THE FACTS109 gCO2/km
  39. 39. JUST THE FACTSTransparency will force businesses to compete…on what matters and on what they’re good at.
  40. 40. JUST THE FACTS 40 SOCIAL PRODUCT DECLARATIONS
  41. 41. JUST THE FACTS The SPD of the food industry
  42. 42. JUST THE FACTSFiguring out your sector Social Product Declaration_What is the key issue in the sector?_Can we measure it? (kg, litres, number of people, etc)_Can we define the functional unit at product / service?_Industry and stakeholders to agree on PCR
  43. 43. JUST THE FACTSIs it expensive?_Less than the BRE profiles_Much less than a typical corporate reporting process_Less than the sum of (not extremely useful) labels, certificates, etc
  44. 44. JUST THE FACTSThanks for your patience!_Ramon Arratia_Sustainability Director_InterfaceFLOR EMEAI_Mobile +44 77366 58399_ramon.arratia@interfaceflor.eu_www.interfaceflor.eu_BLOG http://www.interfaceflorcutthefluff.com/_http://twitter.com/RamonArratia_Download this presentation @ scribd.com/RamonArratia

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