Sustainable innovation and cradle-to-cradle Version sept 2010
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Transcript of Sustainable innovation and cradle-to-cradle Version sept 2010
Sustainable innovationand
cradle-to-cradle
Version sept 2010
Saskia van Stroe-BiezenProfessor of Innovation Management in International Perspective
Rapid changes ask for innovation
4 Key Success Factors (KSFs):
1. Vision and strategy (lesson 5/6)
2. Sustainability (lesson 5)
3. Customer insight (lesson 7)
4. Team creativity and social networking (lesson 7)
Sustainability
Customers and society ask for it
and the world asks for it!
Product Market
Organisation
POM modelThinking model of Smart Group
How to come to a vision?
• Lifespan products decreases• Personification of products• Many products from Asia• Substitution of metals by plastics• Increase in usage of high-tech in products
• The world becomes smaller• The market is increasing
• Less and less fossil fuels• CO2 increases• Climate change• Acidification of our seas by CO2• Deforestation, mainly in the Third World• Depletion of top soil• Use of farmland for biomass cultivation• Famine• Wars and conflicts• Political tensions
The urgency of sustainable innovation!
Cradle-to-Cradle
sustainability from a new perspective
Introduction films:
NL: Tegenlicht tv-programme:http://www.vpro.nl/programma/tegenlicht/afleveringen/30458986/
DE: Nie mehr Mull(till 11.30 min)
Vorschauhttp://www01.wdr.de/tv/diestory/videos/uebersicht.jsp
Discuss in small groups
• the things you liked about Cradle-to-Cradle and • the things you think are unrealistic/idealistic
Report back to the group
Attention: select feb 2010
Further details: http://www.wdr.de/tv/bab/sendungsbeitraege/2010/0915/cradle.jsp
Cradle-to-Cradle
sustainability from a new perspective
Eco-efficiency:AvoidanceMinimalisationReductionGuilt-management=less bad
Cradle-to-Cradle: less bad is not good!
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Eco-efficiency:AvoidanceMinimalisationReductionGuilt-management=less bad
Eco-effectiveness:Opportunities
InnovationNew ways
Abundance=good!
Cradle-to-Cradle: less bad is not good!
How to do it in a good way?
4 golden rules for C2C
Golden rule 1:
Our waste equals our food
Our waste equals our food:• Food for the biosphere (compostable, give it back to
nature)• Food for the technosphere (recycle, don’t downcycle!)
Design:• Keep bio and techno separate• Easy disassembly
Regenerate
Regenerate
Take
MakeMake
Take
BIOLOGICAL cycle
TECHNICAL cycleRegenerate
Regenerate
Take
MakeMake
Take
See for more details: http://epea-hamburg.org/cradle-to-cradle/prinzipien/naehrstoffkreislaeufe.html
A distiction between 2 kind of goods. What about paper?
Cherry tree in full blossom
Eco-effectiveness: waste = food
Examples
• C2C book
• Herman Miller chair
• gDiapers: flushable diaper
http://www.gdiapers.com/gdiapers101/watch-the-videos
• 96% recyclable• 42% from recycled material • Made with green energy
Golden rule 2:
The sun is our income
Buildings:Energy-neutral
The sun is our income• the sun delivers thousands of times more energy than
we need on earth!
• technology opens a lot of possibilities
Transportation:solar car
Golden rule 3:
Our air, soil and water are healthy
Our air, soil and water are healthy:
• Don’t use “bad” raw materials
• For many toxic raw materials good and safe alternatives are available
• No “uncontrolled” burning of waste
Golden rule 4:
Respect diversity
Respect diversity:
• Diversity in flora and fauna: avoid monocultures
• Diversity between countries/cultures: don’t grow crop on a non-suitable location solutions for sustainability are locally determinedtransport: how to enjoy e.g. Parma ham, exotic fruits
• Seasonal diversity: eating strawberries in winter asks for a lot of transport
Holistically sustainable innovation
Ecology (Planet)
Equity (People) Economy (Profit)
Cradle-to-cradle: celebrate Ecology AND Economy AND Equity
the 3 E’s
But we need to add an E!
Holistic approachWe need ‘Embedment’ to make it structural!
The sustainability tetrahedron: the 4 E’s
Equity
Embedment
Ecology
Economy
We have seen an urgency for sustainability andCradle-to-cradle as a sustainability philosophy
Three possible perspectives:
1. Do nothing: the world down the drain
2. Delay: eco-efficiency
3. A beautiful world for generations to come: eco-effectiveness
Is there also an urgency for any randomly chosen sector?
ICT
Is there also an urgency for any randomly chosen sector?
ICT
Ecology (Planet)
Equity (People) Economy (Profit)
• Waste to Third World countries• Brain-drain Third World countries• Way of collaboration (mail iso meeting)
Impact of ICT on the three E’s
• Short product life cycle• Toxic materials• High material usage• Waste to Third World countries• Electricity usage
• Electricity usage• Paper usage (x3 within 10 years)• Increase of raw material costs
=0,5 kg
How can we do it differently?Eco-efficient: • Design for disassembly/design for modulation/upgrading/extension• Default: duplex printing and 2 pages per A4• Etc…
Eco-effectief:• Use different materials• Use solar energy• Use washable paper• Store released heat in the ground• Heat wheel
• Etc….
Google covered 90% of its head quarter roof surface withsolar panels
Excercise:
Apply what you’ve learnt toa company of your choice and determine
key opportunities for this company