Michael Kuhndt at Sharing Economy Conference 2013 (english)

Shared Economy für nachhaltige Lebensstile: Eine Familie stellt sich um

www.scp-centre.org | 2

• CSCP – Collaborating Centre onSustainable Consumption and Production

• Founded 2005, as „Think and Do Tank“ by the United Nations Environmental Progamme (UNEP) and the Wuppertal Institute for Climate, Environment and Energy

• Headquartered in Germany, Wuppertal• Currently 60 team members with

interdisciplinary backgrounds • International scope and activities on four

continents

Who we are


SustainableLifestylesHabits &

Behaviour

Products, Services &

InfrastructurInnovation & Business

Models

+ +=

CSCP: Mainstreaming sustainability in consumption and production


Source: Happy Planet Index

< 1 planet

1 – 2 planets

2 – 4 planets

> 4 planets

Consumption trends:Does better life require more than one planet?


Middle Class Consumer: Bernd, GermanyAge: 34 Self-employed

CONSUMPTION 3 Planets

FAMILYWife (Age 33)2 children (Age 4 and 1)

Food• Eats Meat every second day• Buys regional and organic food when possible, but

needs to be comfortable as well

Housing• Middle-sized house (7 rooms) in the countryside• Heating and energy production with wood

Living• Jogging, skiing in the winter and playing tennis in

the summer• Shopping once a week, brand aware

Moving• One car (in addition to the one from his wife) as

highly dependent for getting to work and child care, shopping, no public transport or shopping facilities in walking distance

• For holidays, likes to travel by car / airplane

Individual lifestyle hot spots and behaviour


Material footprint per

year

2050

2011


Huge Space for Innovations ...





• How can Collaborative Consumption enable Bernd to live a sustainable life and improve his environmental and social impacts?

• How can the sustainability impacts of Collaborative Consumption models be strengthened?

• How can the sustainability impacts of Collaborative Consumption models be measured?

Collaborative Consumption and Sustainability


CC Sustainability and One Planet Living

Our products, consumption and lifestyles have a footprint:

EnergyWaterEnergy

Waste Overloaded Traffic

Social impactsWe consume

as if we had

3 Planets

CO2


…but we can also leave a positive handprint:

Assessing

SustainableAddedValue:

Well-being

Social Progress

Usage benefits

EcosystemProtection

Individual Well-being

Community


Value Systems


…how sustainably benefits are delivered to society and their impact.…linking consumption and production

Index of Sustainable One Planet Living

Well-beingSocial Progress

Usage benefits

EcosystemProtectionIndividual

Well-being

Community

EnergyWaterEnergy CO2

WasteLand

depletionHarmful substances

Social impacts

=

1 Planet Limit

Understanding the relationship


EnergyWaterEnergy

Waste Overloaded Traffic

Social impactsCO2

Well-beingSocial Progress

Usage benefits

EcosystemProtection

Individual Well-being

Community

Value Systems


Raw Material Sourcing

Production Logistics Retail Usage Disposal

Valu

eFo

otpr

int

Performance

Safety and Health

Social Progress

Materials and Waste

Energy and Climate

Water and Wastewater

Illustrative example only

Sustainability of Products and Services

HOTSPOT

HOTSPOT

HOTSPOT

HOTSPOT

HOTSPOT

HOTSPOT

HOTSPOT

HOTSPOT


Impacts and Values created

How can Collaborative Consumption business models create values and deliver positive social and environmental impacts?

• Does cloth-swapping incentivize a lifestyle of increased and faster consumption – or products of longer longevity and higher quality?

• Does flat-sharing incentivize more travelling and thus higher environmental costs – or can it be integrated into holistic concepts which lead to a more sustainable form of travel?


Impacts and Values created

Car-sharing:• Car-sharing reduces car ownership (1 shared car

replaces 9-13 owned cars)• The average car-sharing vehicle is more fuel

efficient than the average privately used car -> environmental impact

• When switching to car-sharing, people also reduce the frequency of using a car and replace it by alternatives (public transport, bicycle, walking)

• New understanding of ownership: Shared ownership, access over ownership

• Linking consumption to social interaction


Collaborative Consumption in the business sector


How can collaborative consumption support a change in Bernd‘s daily work as an employee?

What if employees in companies and organisations start using collaborative consumption options for their daily work, such as car-sharing, office charing etc.?

• Cloud based Car-pooling app• Access through: Website, Email, iCal,

SMS• Saving time, money and gasoline• Reducing CO2 Emissions• Increase Networking of Employees• Economic, Environmental and Social

Benefits


How can collaborative consumption support a change in the way Bernd’s company operates?

Collaborative Consumption is not only limited to end consumers. It also works B2B.

• Marketplace for sharing equipment and services with other companies

• Access to equipment instead of ownership

• Reducing entry barriers to industries

• Efficient use of overcapacity


From Trend to a real Sharing Economy: How to mainstream Collaborative Consumption?

Which role can larger companies play in spreading Collaborative Consumption?

How can Retailers engage in CC and whichopportunities does this create for CC-start-ups?


REWE Pro Planet“With Pro Planet we want to give our

customers a reliable orientation for sustainably produced products.”

- Alain CaparrosREWE Group Chairman of the

Management Board

Goal500 Million

“Pro Planet” Items labeled by end of 2013”

Mainstreaming sustainable products for the mass market


Raw Material

Energy

Greenhouse Gases

Water Consumption

...

Working Conditions

Social Security

Training / Education

1. Material / Agric. 2. Production 3. Retail /

Logistics4. Consumpt. /

End-of-Life

Consumer Health

...

Social Aspects

(Example)

Hot Spot Analysis

Environ-mentalAspects


“Hallo Erde” campaign of REWE Group

Media

Partners

Initiative by

CSCP as Scientific Advisor,analysing over 300 products on sustainability


A Shifting Business focus from Production to Social Innovation

‚Sustainable‘Products

Communicatinglow-impactproduct use

InnovationAfter-Sales

Services

Product andservice

innovations

Service-orientedbusinessmodels

Leadershipfor social change

& sociallyresponsible

business

now future

low

high

Products Lifestyles

Deg

ree

of C

hang

e

Systemic change

Radical change

Incremental change

CONSUMPTION

SOCIETY

PRODUCTION


From Trend to a real Sharing Economy: How to mainstream Collaborative Consumption?

Which Framework conditions do we need to spread collaborative consumption into all levels of society?


• Home to sharing economy companies such as Airbnb, TaskRabbit, MeshLabs, Getaround and RelayRides

• Mayor Ed Lee: “Make the city a national hub for the propagation of smarter ways to cooperate and consume”

• The city wants to partner with resource-sharing focused businesses to encourage the collaborative consumption economy.

• Creation of a Sharing Economy Working Group

Bernd moves to San Francisco…

Bernd wants to discover what opportunities the ‘Sharing City San Francisco’ offers to his sustainable lifestyle


“We’re applying 20th century rules to a 21st century model”Jay Nath, Chief Innovation Officer of San Francisco

• Adapt Legal and Tax systems:• Example: Flat sharing (Airbnb): Should people who share

their flat pay the hotel tax of 14% or should there be more incentivizing tax systems for these business models

• Harmonize infrastructure systems among different cities: • Example: Parking systems need to be harmonized among

cities to make car-sharing services compatible

• Adapt the regulatory system: • Example: Flightcar didn’t receive a permit to operate at San

Francisco International Airport (SFO).

“We’re applying 20th century rules to a 21st century model”


Cu

ltu

re &

Con

su

mer

Valu

es

Value Systems

Politi

cal &

Leg

al

Sustainability Legal Conditions

• Adapting laws & regulation

Actors

• Insurance Companies• Finance• Associations

Political Framework Conditions

• Adapting tax systems• Incentives• Low-bureaucracy

• Up-scaling of CC- start-ups• Identifying successful business models

• Access & Knowledge• Internet• Smart Phones• Reputation mechanisms

Technology

Framework Conditions for the Sharing Economy

Business & Technology

• Connecting CC to public services• Parking systems

• …• …

Infrastructure

• Trust & Reputation• Responsibility• Value of ownership/ Products as Identity

• Strengthening sustainability aspects• Measuring sustainability impact

Economical FactorsOther


Framework Conditions for the Sharing Economy

Join us! Participate in our study or send us your comments and ideas for the top 20

framework conditions!

Thank you for your [email protected]

Collaborating Centre on Sustainable Consumption and Productionwww.scp-centre.org