What's the big deal about sustainability greenunplugged rob holdway final for distribution

Design for a O Pl EOne Planet Economy

Prof. Rob Holdway – Director Giraffe Innovation LimitedyBrunel University, School of Engineering & Design

Design-out waste

80% of environmental impacts, and therefore costs, are determined at the early stages of design!

Design Factors

adaptationadaptation

mitigationmitigation

EU Producer responsibility legislationp y g

• Directives -WEEE, RoHS, EuP, batteries, REACH, Carbon Reduction Commitment (CRC)Wh h d h ibili f• Where the producer has responsibility for– Recovery

Recycling– Recycling– Energy reduction– No hazardous materials in productsp

• Voluntary standards

PAS 2050

Defra’s Clothing Roadmap

Clothes cleaningClothes cleaning

ContextContext

• European Commission: clothing and textiles is a high impact product category (production, cleaning and maintenance of clothing have strong potential impacts)clothing have strong potential impacts).

• UK consumes 2 16 million tonnes of clothing and textile• UK consumes 2.16 million tonnes of clothing and textile products and spends approximately £38.40 billion on clothing. 

Product Roadmaps – UK GovernmentProduct Roadmaps – UK Government

Server vs Range Rover Sport

400w Km CO2

Running one 400W server is equivalent of driving a Range Rover sport approx – 8,261Km p.a. (varies depending on energy mix) (16,326 with

ill i ) ( l d b di d CO )ancillaries) (excludes embodied CO2e).

C t i d t i l t CO A i ti i d t ?Computer industry – equivalent CO2e as Aviation industry?

BT: Saving end user money

£2m commitment to improve the green ratings of its home phones. BT estimated that replacing all its Dect cordless and fixed-line phones with more energy-efficient models

195,000 tCO2 emissions over the next three years, the equivalent of taking 19,000 cars off th dthe road

£39m through reduced electricity bills

BT: Saving end user money

"We know that our customers are just as keen to reduce their environmentalkeen to reduce their environmental impact and, through these phones, we will jointly make a significant difference”.j y gGavin Patterson, group managing director for consumer at BT.

LED Lighting: Funky low energy

Platform design?

Giraffe Service Offering

> Carbon and ecological footprinting. > Sustainable design strategy> Product Stewardship> Environmental Legislation> Innovation Management (Creativity)> Innovation Management (Creativity)> Competitive Benchmarking> Third party CSR reporting evaluation> Research> Unique – design led carbon reduction> $225m in potential savings for clients$ p g

Channel 4: DUMPED www.channel4.com/dumped

Weekly Blogg > ‘Away’ has gone away> ‘Why you should light your farts’> How much energy is in your bin? > Pack & Go > Up in smoke? – Incineration vs. landfill > Happy toxic Christmas

ONE LIFETIME:

A 21-year-old in 2003 living until 2059 = 3.3 tonnes of WEEE

A person born in 2003 living until 2080 = 8 tonnes of WEEE

‘Design Activism’g

Consumer typologies

Trevor Sorbie creates his Habbit

Hairdressing legend TrevorHairdressing legend TrevorSorbie created his Habbit at theL’Oreal portfolio congress

‘Greenwashing’g

© Giraffe

Packaging

© Copyright Giraffe Innovation Limited

The jeweled Chambord bottle worth of $2 million by Donald Edge28 September 2009via www luxist comvia www.luxist.com

Encrusted with 60 carats of diamondsEncrusted with 60 carats of diamondsand pearls, set in 18 karat yellow gold.

$2 million.$2 million.

As Chambord brand manager CharlotteAshburner says, this luxury itemy , ystrengthens the premium positioningfor the brand.

Sam Dixon Observer Reader:• Sam Dixon, -Observer Reader:

• ‘This is the most ridiculous piece of packaging I have ever p p g gcome across,’

• Official response from Morrisons, Official response from Morrisons,

• ‘Morrisons coconuts are shrink wrapped to ensure that they reach the customer in the very best condition The they reach the customer in the very best condition. The packaging helps to keep the product fresh, limit damage from breakages, stop coconut hairs getting into other foodstuffs during transport and allows an information g plabel to be attached.

More protests…

January 2007

> Significant tCO2e savings

• 6 Green packaging guidelines - on pack

• 589 tonnes of packaging material saved from consumer waste stream

• CO2e saved - reduced material use and transportation

• Phased out PVC from packaging• Phased out PVC from packaging

• Improved packaging management - supply chain

• Volume reduction - shipping efficiency

l l b f f b l• Cultural benefits from embracing green values

“Vivid Imaginations, the UK’s largest toy and games marketer has embarked upon an ambitious programme to move p p gtowards more eco-friendly packaging solutions, assisted by Brighton based, leading eco-design consultancy Giraffe Innovation”.

Low carbon = lower cost bottleso ca bo o e cost bott es

Gi ff j t i d UK d • Giraffe project reviewed UK and overseas spirits

• Huge opportunity to lightweight and use • Huge opportunity to lightweight and use significantly more recycled content in glass bottles

• Recycled content saves energy in production and therefore CO2 emissions

Across the sector 22,000tCO2 annual saving in the UKsaving in the UK

13p per bottle average cost saving p p g g

China, Israel, USA, Germany, USA/UK –Client Q: Which one’s best?

Watch Your Waste:Watch Your Waste:The Co-operative’s involvementwith Love Food: Hate Waste

LCA recycled polymers

System boundary

TVs (HIPS) from households

Transport to CA

Transport to AATF

Energy

Metals and low grade rHIPS

Process waste (landfill) 

Materials

Transport to Axion

Mechanical recycling

Energy

Recycled resin

Mechanical recycling

Other treatment processes

End of life (landfill/

thermal rec.) )

Savings

- 70% Carbon saving24 6% cost saving- 24.6% cost saving

- Provocation against ‘offshoring’ g gproduction

D L RDe La Rue

Carbon led ‐ redesignCarbon led  redesign

Carbon led redesignCarbon led ‐ redesign

- Change in processes and culture of the business which resulted in specific pledges :in specific pledges :

- Implementing an EMS

- Internal reporting (environmental performance)- Internal reporting (environmental performance)

- Embedding environmental concerns into business activities, processes, products and services

- Engaging suppliers to implement environmental processes, policies and procedures

- Lifecycle assessment on innovation projects

- Setting annual CO2 reduction targets

c. 1993

SSummary

Investment Bank

Internal advice to brokers: re focus on reducing carbon.

“…a regulatory drive will impact all companies across all sectors, not just the heavy emitters”

“…analysing carbon will demonstrate that companies with stronger environmental strategies have overall g ghigher quality management teams”

> Used Dow Jones STOXX® 600 – estimated one sector - €3 5Bn> Used Dow Jones STOXX® 600 estimated one sector €3.5Bn financial liability for the sector if forced to offset emissions.

> Best performer Best 34tCO2 per $1m Average in sector 326tCO2> Best performer – Best 34tCO2 – per $1m. Average in sector 326tCO2 per $1m revenue.

GREEN FLAGSHIP: upcycling

Ultimately;

No organisation, no g ,matter how adroit can make money from a

i d l ti d poisoned population and a dead planeta dead planet.

“It i ’t ll ti th t’ h i th i t“It isn’t pollution that’s harming the environment. It’s the impurities in our air and water that are doing it”.

George W. Bush

Thank your.holdway@giraffeinnovation.comwww.giraffeinnovation.com

www.changinghabbits.org

+44 (0)1273 422099+44 (0)7788 423399+44 (0)7788 423399