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Eco-Efficient Value creation

Eco-Efficient Value creation . an alternative approach to sustainable packaging design. dr. Renee Wever _ Delft University of Technology . Outline. Existing views on packaging and sustainability The Eco-cost Value Ratio model (EVR) Application to 5 packaging examples

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Eco-Efficient Value creation

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

  2. Outline • Existing views on packaging and sustainability • The Eco-cost Value Ratio model (EVR) • Application to 5 packaging examples • Discussion on implications

  3. 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.

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

  5. 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.

  6. The basic calculation system of LCA

  7. 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.

  8. Prevention-based: eco-costs

  9. The eco-costs/value ratio (EVR) Eco-costs EVR = ---------------- 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)

  10. Relationship costs, eco-costs & value

  11. Innovation strategy

  12. Eco-cost of total expenditure

  13. The double objective

  14. The six directions of innovation

  15. Packaging examples • Same product • Same brand • Same amount • Same retail outlet • Same purchase moment • Different packaging • Different retail price

  16. Water bottle

  17. Italian herbs

  18. The six directions of innovation Herbs Water Mustard Chocolat drink Ketchup

  19. Discussion and conclusions • Better suited to business setting than classical LCA • Avoids brown paper bag dogma • Gives direction to designers

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

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