Dec 2009: Innovation Framework for Sustainable Development

Innovation Framework for Sustainable Development

Version 2 of December 2009

Dr. Dorothea SeebodeSenior Director SustainabilityPhilips Corporate Technologies & Research

What is this ‘innovation framework’?

• Philips Research is an organization with a nearly 100 years history in industrial research

– It’s among others the cradle of the Compact Disc (and the Compact Cassette before that)

• It’s an organization used to approaching new challenges in a structured way

• This Innovation Framework has been developed, together with Philips Design, to enable (industrial) research for sustainable development to progress in a focused way

• Philips Research offers this framework for everyone to use and welcomes feedback to help improve it

What is wrong with this picture?

• This is a standard oil rig

• It is bright

• On clear nights, quite a few birds confuse it for land

• …and die

What can be done to change that?

• This is a standard oil rig

• With new Philips lights

• Birds perceive this oil rigdifferently now

• Technology plays a role in causing and solving smaller problems (and hopefully bigger onesas well)

That implies that we are connected

• We share an environment with others, other species

• Our society evolves together with that environment

• As individuals, we relyon our society to be ableto live (healthy) withinthat environment

(Healthy) Individual

Lifestyle

Quality of Life

Well –being

(Healthy) Environment

Physical Infrastructures(Phone, streets, railway, etc.)

Culture

(Healthy) SocietyBiodiversity

Climate,Atmosphere

Resources:(oil, raw materials, ..)

Beliefs /Values

Economy

Water

Agriculture& Forestry

body mind soul

BuildingsArchitecture

Societal systemsHealthcare, education, etc.


Lifestyle

Quality of Life

Well –being



Culture


Climate,Atmosphere


Beliefs /Values

Economy

Water


body mind soul



6

In which world do we live currently?

Ecological footprint

Human Development Index

Source: WWF Living Planet Report 2006

7

How do our societies deal with our environment?Ecological footprint



Human development is accompanied by increased consumption, enlarging advancing societies’ ecological footprint!

This paradigm is unsustainable

8

Can we do something about it?Ecological footprint



Human development is accompanied by increased consumption, enlarging advancing societies’ ecological footprint!

This paradigm is unsustainable

Leading innovation question:How are we going to increase people’s quality of life while staying within the limits of our ecosystem capacity?

So what is the Innovation Framework?

• We can combine our understanding of being connected

• With the realization that the Earth cannot sustain advancing economies to continue using resourcesat the current rate

• Along two dimension: – Y-axis (left to right): changing from

unsustainable to sustainable paradigm– X-axis (up-down): the degree of (individual)

influence

• See next slide


Lifestyle

Quality of Life

Well –being



Culture


Climate,Atmosphere


Beliefs /Values

Economy

Water


body mind soul




Lifestyle

Quality of Life

Well –being



Culture


Climate,Atmosphere


Beliefs /Values

Economy

Water


body mind soul



Philips Research, Dr. Dorothea Seebode, 10 December 2008 10

Innovation Framework for Sustainable Development (of Health & Well-being)

In the Brundtland report (1987) we find the following definition:

Sustainable Development is not a fixed state of harmony,but rather a process of change in which the exploitation ofresources, the direction of investments, the orientation oftechnological development, and institutional change are madeconsistent with future as well as present needs.

Indirect Influence


Lifestyle

Quality of Life

Well –being



Culture


Climate,Atmosphere


Beliefs /Values

Economy

Water


body mind soul




Lifestyle

Quality of Life

Well –being



Culture


Climate,Atmosphere


Beliefs /Values

Economy

Water


body mind soul



Direct Influence

Dimension: quality of “stakeholder influence”capturing who, where, how?

5 October 2009, D. Seebode , guest lecture @ Vrije Universiteit Amsterdam

Improving &optimizing in the current socio-economic eco- system

Developing & living in a new socio-economic eco-system

Dimension: quality of “eco-system” changecapturing why, what, when?

Disruption Zone

Philips Research, Dr. Dorothea Seebode, 10 December 2008


Improve & optimize current socio-economic eco-system

The Innovation Framework enables creating Solution MapsDirect Influence

Indirect Influence



Improve & optimize current socio-economic eco-system

The Innovation Framework enables creating Solution MapsDirect Influence

Indirect Influence

Me in my private life(B2C)

Home

Me in my profess. life(B2B)

Profess.Spaces

Me as citizen(B2Soc.)

Public spaces

Me as part ofnature & humanity(B&Nat.)

Example: Lighting


The framework can lead to a solution map:

13

Developing & living in a new

socio-economic

eco-system

Improve & optimize

current socio-

economic eco-system

Individual

Business

Society

Nature /Environment

Example: Philips Lighting

CO2-freeLightingsolutions in e.g.Africa

Light, Air, Water, Waste *

* http://www.design.philips.com/probes/projects/sustainable_habitat_2020/index.page

http://img.alibaba.com/photo/10903833/Solar_Power_LED_Street_Light.jpg










The framework can lead to a solution map:

14

Developing & living in a new

socio-economic

eco-system

Improve & optimize

current socio-

economic eco-system

Individual

Business

Society

Nature /Environment

Example: Philips Lighting

CO2-freeLightingsolutions in e.g.Africa

Light, Air, Water, Waste *

* http://www.design.philips.com/probes/projects/sustainable_habitat_2020/index.page

Beyond efficiency increase:(within existing paradigm)

From conventional light sources to

energy efficient lighting

From component & product tolighting systems & solutions

From technology push toend user driven

To a new effectiveness:(develop new paradigm)

From CO2-efficient toCO2-neutral closed

loop lighting solutions

From lighting solutions tointegrated building systems & solutions

From end user driven toMulti-stakeholder co-creation

(enabling sustainable development)

Some transformations in the disruption zone:* From fossil-fuel based renewable energy* From products & solutions eco-system design * From “linear” value chain closed loop value net* From end-user driven “network” innovation










Using the Innovation Framework 4SD

• Solution maps can help business define their roadmaps to more sustainable products and services

• For a number of businesses, solution maps are relatively easy to make

• For others, the context is not yet clear enough

• To help those businesses, we need to…

1. Determine what the overall ‘transformation’ from ‘unsustainable’ to ‘sustainable’ paradigm needs to be

2. Define the practical ‘transitions’ that need to take place

• In the spirit of Open Innovation, Philips Research hosts events

March 11: ‘Disruption Day’

• Philips Research organized ‘disruption day’

• A day to exchange perspectives: – Sally Jeanrenaud (Internation Union for the Conservation of Nature)– Bettina von Stamm (Innovation Leadership Forum)– Luc Soete (United Nations University MERIT)– Businesses from Philips– Researchers from Philips– Designers from Philips

• www.bamboostones.net was launched as follow up action

Bamboostones

• Bamboostones is a movement with the ambition to further sustainability through thinking as well as doing

• Through its online presence (www.bamboostones.net) it provides a focal point for individuals as well as organisations - from the developed as well as the developing world - who are concerned about sustainability.

• The website offers thought leadership; case studies, insights and challenges as well as a plattform that conects those who want to move from thinking to action;

• Bamboostones was initiated by Philips Research, and supported since its launch in March 2009 by the Innovation Leadership Forum, the International Union for the Conversation of Nature (IUCN); and the University of the United Nations, Maastricht.

http://www.bamboostones.net/

What is the status of the Innovation Framework?

• Philips Research is sharing it with its partners

• And is exploring it in search of new solutions and technologies

• A new event will be held on December 7th in the Van Abbemuseum (Eindhoven, The Netherlands): Connection Day

• Outcome of this open innovation event will be shared on bamboostones.net in Q1 of 2010

• Meanwhile, the paradigm shift is being explored further…


Transformation from ‘(post-)industrial’ paradigm to ‘???’ paradigm

Nature as resource: 60% of our supporting ecosystems are under stress ( MEA 2005)

Nature /Environment Nature as school:

Life creates conditions conducive to life …

Business: Trust crisis towards business &(yet trust is the basis for economic growth)

Economy / Business

Business: credible solution provider commercial relationships

Redefine value creation beyond profit

IndividualPeople: materialistic values

wealth = money richStatus via consumption

People: holistic wellbeing enabling tools & services

Personal behavioral & attitude change

Redefine social systems & createindependency from high quality infrastructures

Find a solution to“tragedy of commons”

Society / Government

Culture of accounting & efficiency

Culture of creativity and innovation Towards a new effectiveness

Social systems & infra-structures under stress

Fair, effective social systems; autonomy via distributed systems

With transitions from… through …towards

Exploring the paradigm shift

Dec 2009: Innovation Framework for Sustainable Development

Business

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