Governance

Title

Budget

Sustainable LifestylesOverview of WBCSD Program

UNECE Genève December 2015

SustainableLifestylesSocietalMust-HaveUnderstanding theworld thatweneed tocreate, technically, practically andemotionally,ifcompanies aretooffer sustainable aspirational lifestyles totheircustomers.Data.Innovation. Engagement.

SustainableLifestyles

Transparencyonfootprintofconsumption

Corework

program

Must-Have

Ratio

nale

Sustainableproductsandservices

Empower&motivateconsumers

DevelopingMetrics

• GobeyondLCA, investigatingLifestylefootprintstoshowtheimpact hotspotsthatbusinessneedstofocusitseffortsonandwhichleversitneedstopull.

PrototypingInnovations

• Usecompanycollaborationonspecific lifestylehotspotstofasttrackinnovationsthatmeasurablyenablemoresustainablelifestyles.

Isolatehotspotsandimpactorigins(e.g.embedded,behaviour), inorderto:

• Informandimprovedecision-making• Guideinnovationpriorities(product

design,businessmodel,behaviourchange)

Understandingpeople’sneeds,preferencesanddecisions.

Startashiftinaspirationsothat itisnotinconflict withmoresustainablelivingandprovidecompanies withaplaybooktohelpthemsupportthis.Focusresearchonunderstandingbetter/smarter/healthier lifestyles.

Inspiring engagement

• Createanaspirational lifestylenarrativethat inspirespeopletoengagewithsustainable lifestyle-enablingsolutions.

SustainableLifestyles ClusterUpdate

If9billionpeoplearetolivewell,withinplanetaryboundaries,wewillneedtogobeyondproductimprovementsalone– wemustexplorenewwaysofenablingourlifestyles.Wehavetotakeabroaderperspective,consideringtransformationofnot just products,butofrelatedinfrastructure,

SustainableLifestylesisSustainableDevelopmentThisprojectisaboutusingtheinnovationpowerofbusinesstoenableandinspiremoresustainablelifestyles

SustainableLifestyles

technologybusinessmodelsandindividualbehaviours too. Businesscanuse itsinnovative

powerto inspireandenablemoresustainablelifestyles.WBCSD’sSustainableLifestyleswork

willfocusonbuildingapipelineofsustainablelifestyleenablingproductsandservices.Wewillalsoexplorehowtoengageandinspireindividualstoadoptthenewsolutionsthataredeveloped.

TitleKeynumbers

Morefood35%

Morewater

Moreenergy

50%

40%

Session informationSessionadditionalinformation

Session informationSessionadditionalinformation

By2030,Therewillbe3billionmoremiddle

classconsumers,requiring

66

VII. 2015 WORKING GROUP PARTICIPANTS

ClusterUpdateSustainableLifestyles

WorkingGroupMembers

ResearchandReports

ClusterUpdateSustainableLifestyles

2015ACHIEVEMENTS:CLEARERCHALLENGE§ Abaselineofconsumptionchallengesinemergingmarkets

§ Clearindication thatfootprintsaresimilaracrossmiddleclassconsumersglobally

§ Framedchallengeinglobally relevantway– whatarethepathwaysto8,000kgliving?

ClusterUpdateSustainableLifestyles

ClusterUpdateSustainableLifestyles

2015ACHIEVEMENTS:WIDERCOLLABORATION§ Exploringlifestyleopportunitiesoverproductimprovementswasfreshandengaging

§ Uncoveredkeythemesthatcandriveengagement insolutions inemergingmarkets

§ Establishedapartnership thatwillmakecollaborativeopportunitydevelopment

possible– thisisaviableinnovationpathwaytoenablesustainablelifestyles

ClusterUpdateSustainableLifestyles

2015ACHIEVEMENTS:EXCITINGNEWNARRATIVE§ Aspiration is‘westernizing’globally(e.g.diet);stuckin1950sidealofbigger/faster

§ Millennialsarechanging this tohealthier/smarter/personallyandsociallyrewarding

§ Aspirationsandbehavioursarelockedinatmultiplepoints– wecannotengage

peopleinmoresustainable solutionswithouttacklingaspirationmoregenerally

U.S. lifestyle Footprint

ConsultantWashington, DC

Food & nutritionThe homeHousehold goodsMobilityLeisureOthers

Jessica’s footprint, 56,800 kg/a,is 3 times the average Chinese footprint.

She avoids red meat but has dairy and coffee everyday. She usually buys cruelty-free poultry and eggs. Her food consumption is below the US average.

Her home is110 m2 and she personally consumes 4,200 kWh of electricity per year, besides the energy needed for heating. She aspires to decrease her carbon and waste footprints.

She usually buys 8 pieces of clothing and 3 pairs of shoes per year, which she likes to share with friends.

Public transport, cycling and walking are her main means of transportation, although she does use the car once a week. Jessica travels at least once a year abroad by plane. When traveling regionally, she usually takes the train.

Jessica has a dog and a cat. She alsoenjoys a lively social life and loves to travel and go barbecuing with friends on weekends.

Jessica’s Footprint Sustainable Level

60,000

50,000

40,000

30,000

20,000

10,000

0

DevelopingMetricsUsingan8,000kglifestyleasagoal

willencouagethedevelopmentof

commerciallyviablesustainable

lifestyleopportunitiesand

competitiveadvantage.

tobeledbyWBCSD

LifestyleFootprints

withCSCP,GlobalFootprint Network

Session information

ClusterUpdateSustainableLifestyles

KellyWashingtonDCUSA

LifestyleFootprint

2016GOALS1. InvestigateUSFootprints

2. Dig1leveldeepertobetterunderstandeachcategory(Food,Mobility,Home,HouseholdGoods)

3. Automatesimplifiedtool

PrototypingInnovationsInvestigatinghowcurrentproduct

lines,incombinationwithother

productsandservices,canenable

sustainablelifestyles,willreveal

newopportunitiesforinnovation.

ledbyWhirlpool, drivenbymembers

�

8,000kglivinginTheReNEWWHouse

withsupport fromWBCSD&PwC

Session information

ClusterUpdateSustainableLifestyles

2016GOALS1. Member-ledproduct,service

&beheaviourinvestigationsatReNEWWHouse

2. MeasurelifestylemadepossiblebyReNEWWHouse

3. Exploreemergingmarketop.

InspiringEngagementPresentaspirationthroughalensof

smarter,healthier,andpersonally

andsociallyrewarding,creatingthe

contextforinspirationalinnovative

productsandservices.

tobeledbyHavas

�

RedefiningtheGoodLife

withsupport fromWBCSD

Session information

ClusterUpdateSustainableLifestyles

2016GOALS1. Codifyanewvisionand

narrativewhereaspirationisinlinewithsustainableliving

2. Testplaybookincommuni-cations(asappropriate)

3. Publishplaybookversion1

Governance

Title

Budget

JulianHill-LandoltDirector,SustainableLifestyles

hill-landolt@wbcsd.org+41791751988