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Sustainable innovation and cradle-to-cradle Version sept 2010. Saskia van Stroe-Biezen Professor of Innovation Management in International Perspective. Rapid changes ask for innovation 4 Key Success Factors ( KSFs ): Vision and strategy ( lesson 5/6) Sustainability ( lesson 5)
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Sustainableinnovation and cradle-to-cradle Versionsept 2010 Saskia van Stroe-Biezen Professor of Innovation Management in International Perspective
Rapidchangesaskforinnovation • 4 KeySuccess Factors (KSFs): • Vision and strategy (lesson 5/6) • Sustainability (lesson 5) • Customerinsight (lesson 7) • Team creativity and socialnetworking (lesson7)
Sustainability Customers and society ask for it and the world asks for it!
How to come to a vision? Product Market Organisation POM model Thinking model of Smart Group
The urgency of sustainableinnovation! • 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
Cradle-to-Cradle sustainability from a new perspective
Introduction films: • NL: Tegenlicht tv-programme: • http://www.vpro.nl/programma/tegenlicht/afleveringen/30458986/ • DE: Niemehr Mull • (till 11.30 min) • Vorschau • http://www01.wdr.de/tv/diestory/videos/uebersicht.jsp • Discuss in smallgroups • the thingsyoulikedaboutCradle-to-Cradle and • the thingsyouthink 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
Cradle-to-Cradle: less bad is not good! Eco-efficiency: Avoidance Minimalisation Reduction Guilt-management =less bad
Cradle-to-Cradle: less bad is not good! Eco-efficiency: Avoidance Minimalisation Reduction Guilt-management =less bad Eco-effectiveness: Opportunities Innovation New ways Abundance =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
BIOLOGICAL cycle Regenerate Take Make Make Take Regenerate
TECHNICAL cycle Regenerate Take Make Make Regenerate Take
A distictionbetween 2 kind of goods. Whatabout paper? Seefor more details: http://epea-hamburg.org/cradle-to-cradle/prinzipien/naehrstoffkreislaeufe.html
Eco-effectiveness: waste = food Cherry tree in full blossom
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
The sun is our income the sun delivers thousands of times more energy than we need on earth! technology opens a lot of possibilities Buildings: Energy-neutral 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
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 approach We need ‘Embedment’ to make it structural! Embedment Ecology Equity Economy The sustainability tetrahedron: the 4 E’s
We have seen an urgency for sustainability and Cradle-to-cradle as a sustainability philosophy
Three possible perspectives: • Do nothing: the world down the drain • Delay: eco-efficiency • A beautiful world for generations to come: eco-effectiveness
Is there also an urgency for any randomly chosen sector?
Is there also an urgency for any randomly chosen sector? ICT
Ecology (Planet) ICT Equity (People) Economy (Profit) 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 • Waste to Third World countries • Brain-drain Third World countries • Way of collaboration (mail iso meeting)
2 Mb = 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 with solar panels
Excercise: Applywhatyou’velearnt to a companyof yourchoice and determinekeyopportunitiesforthiscompany