13-12-2015 Challenge the future Delft University of Technology Eco-Efficient Value creation an alternative approach to sustainable packaging design dr

21-04-23

Challenge the future

DelftUniversity ofTechnology

Eco-Efficient Value creation an alternative approach to sustainable packaging designdr. Renee Wever _ Delft University of Technology

2Eco-efficient value creation

Outline

• Existing views on packaging and sustainability

• The Eco-cost Value Ratio model (EVR)

• Application to 5 packaging examples

• Discussion on implications


Current views on sustainability

• Brundtland definition

“Sustainable development is the kind of development that meets the needs of the present without compromising the ability of future generations to meet their own needs”

• System level• Impact AND needs

“sustainable packaging” can therefore not be objective defined in an absolute manner.


Decoupling (delinking)

Source: http://www.oxfamblogs.org/fp2p/?p=8372 (18-06-2012)


The brown-paper bag dogma

• Traditional environmentalist approach is to always focus on reduction of eco-burden

• It is guilt-based

• There is a lot of ‘ought to’, ‘should’ and ‘simply have to’ involved in the argumentations

• Strong mismatch with marketing approach, that sees packaging as a differentiator creating value.


The basic calculation system of LCA

materialsprocessing production recyclinguse

maintenance

emissions to water and soil

emissions to air

materials

energy


Three types of single indicator

• single issue, where the eco-burden is normally expressed in either kg CO2 or use of energy

• damage-based, where the damage of the emissions is expressed in 3 ‘endpoints’: damage to human health, damage to eco-systems, and materials depletion

• prevention-based, where the eco-burden is the sum of the prevention costs of all midpoint categories (adding up the prevention costs of climate change, acidification, eco-toxicity, etc.) and the future costs of avoiding materials depletion.


Prevention-based: eco-costs

Eco-costs

Eco-costsof materials

depletion

Eco-costsof energy

and transport

Eco-costsof

emissions

ele

ctricity

transp

ort

he

at

glo

ba

l wa

rmin

g

acidifica

tion

eco-to

xicity

eu

troficatio

n

summ

er sm

og

fine

dust

carcio

ge

nics

meta

ls

fossil fu

els

emissions of substances to:air, water, ground

“system oriented”

- oil- gas - coal

- ferro- non ferro

- woodsubstances

“midpoints”

characterisationfactors

“marginalpreventioncosts”

normalisationfactors

addition (no weighting)

“eco-costs”

woo

d


The eco-costs/value ratio (EVR)

Eco-costsEVR = ----------------

Value

To optimize you sometimes focus on reducing eco-burden, and sometimes on increasing value!

(The EVR approaches more the minimization of the eco-burden of one’s monthly expenditure, than of the single product)


Relationship costs, eco-costs & value

emissions

labour

materials

energydepreciation

image

service Q

product Q

eco-costs costs value

labour

depreciation

tax

energymaterials

profit

LCA

emissions

labour

materials

energydepreciation

image

service Q

product Q

eco-costs costs value

labour

depreciation

tax

energymaterials

profit

labour

depreciation

tax

energymaterials

profit

LCA


Innovation strategy

Quit

now

Short Term

success

Long Term

no market

No market

Short Term

Low

High

Value/CostsHighLow

Ecocosts

2

1

Strategy:

1

2

improvevalue/costs

3 future risk:increasingcosts

Xreduceecocosts

Product portfolio matrix forproduct strategy of companies

Core Product

3

.

Quit

now

Short Term

success

Long Term

no market

No market

Short Term

Low

High

Value/CostsHighLow

Ecocosts

2

1

Strategy:

1

2

improvevalue/costs

3 future risk:increasingcosts

Xreduceecocosts

Product portfolio matrix forproduct strategy of companies

Core Product

3

.


Eco-cost of total expenditure GWP100 nornalised for EU25

0

2E-13

4E-13

6E-13

8E-13

1E-12

1,2E-12

1,4E-12

0,00E+00 5,00E+11 1,00E+12 1,50E+12 2,00E+12 2,50E+12 3,00E+12

cum private spendings (€)

GW

P10

0 no

rmal

ised

per

€

CO2 equi

cardriving

Eating and drinkingplaces

new houseshealth care

EVR

The areais proportional to

the total eco-costs within EU25

Cumulative expenditures (€)

0,6

0,3

1,2

0,9

1,5

GWP100 nornalised for EU25

0

2E-13

4E-13

6E-13

8E-13

1E-12

1,2E-12

1,4E-12

0,00E+00 5,00E+11 1,00E+12 1,50E+12 2,00E+12 2,50E+12 3,00E+12

cum private spendings (€)

GW

P10

0 no

rmal

ised

per

€

CO2 equi

cardriving

Eating and drinkingplaces

new houseshealth care

EVR

The areais proportional to

the total eco-costs within EU25

Cumulative expenditures (€)

0,6

0,3

1,2

0,9

1,5


The double objective

eco -

value

eco -costs

e.g.More labourLess materials Less energyHigher market price

better EVR


The six directions of innovation

eco -

relative value

costs

better EVR

3a

3b

1b2

4

1a

relative


Packaging examples

• Same product• Same brand• Same amount• Same retail outlet• Same purchase moment

• Different packaging• Different retail price


Water bottle

standard 0% rec.

sportscap0% rec.

standard50% rec.

sportscap50% rec.

0

0,005

0,01

0,015

0,02

0,025

0,03

0 0,1 0,2 0,3 0,4 0,5 0,6 0,7

eco-

cost

s (e

uro)

value (euro)

water bottles


Italian herbs

plastic bag

glass bottle0% rec.

glass bottle90% rec.

0

0,01

0,02

0,03

0,04

0,05

0,06

0 0,2 0,4 0,6 0,8 1 1,2 1,4 1,6

eco-

cost

s (e

uro)

value (euro)

herbs packaging


The six directions of innovation

eco -

relative value

costs

better EVR

3a

3b

1b2

4

1a

relative

Ketchup

WaterMustardChocolat drink

Herbs


Discussion and conclusions

• Better suited to business setting than classical LCA

• Avoids brown paper bag dogma

• Gives direction to designers


Future work

• Book (available in beta-version)

• IAPRI 2013 (Helsinki in June this year):• Not restricted to same amount• Two portfolios: bottled water and salt

• Afterwards: • Implementation in different phases of packaging

design project

21-04-23

Challenge the future

DelftUniversity ofTechnology

Eco-Efficient Value creation an alternative view on packaging & sustainabilityThe full paper is available (open access) at Packaging Technology & Science

Documents

13-12-2015 Challenge the future Delft University of Technology Eco-Efficient Value creation an alternative approach to sustainable packaging design dr