Sustainable innovation and cradle-to-cradle Version feb 2011 (revised)

1. Sustainable innovation and cradle-to-cradle Version feb 2011 (revised) Saskia van Stroe-Biezen Professor of Innovation Management in International Perspective

2. Rapid changes ask for innovation • 4 Key Success Factors (KSFs): • Vision and strategy (lesson 5/6) • Sustainability (lesson 5) • Customer insight (lesson 7) • Team creativity and social networking (lesson 7)

3. Sustainability Customers and society ask for it and the world asks for it!

4. How to come to a vision? Product Market Organisation POM model Thinking model of Smart Group

5. 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

6. Cradle-to-Cradle sustainability from a new perspective

7. Introduction films: NL: Tegenlicht tv-programme: http://tegenlicht.vpro.nl/afleveringen/2006-2007/afval-is-voedsel-deel-1.html http://tegenlicht.vpro.nl/afleveringen/2007-2008/het-nieuwe-ondernemen/afval-is-voedsel-deel-2.html Eng. Version: http://player.omroep.nl/?aflID=10846660 ENG: Cradle-to-Cradle Festival Berlin 2011 http://www.youtube.com/watch?v=X2HJxay5fCg DE: Nie mehr Mull (till 11.30 min) http://www.youtube.com/watch?v=O7FGfI8Y-Fw

8. Cradle-to-Cradle sustainability from a new perspective

9. Cradle-to-Cradle: less bad is not good! Eco-efficiency: Avoidance Minimalisation Reduction Guilt-management =less bad

10. 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!

11. How to do it in a good way? 4 golden rules for C2C

12. Golden rule 1: Our waste equals our food

13. Click on the graph to start the film 1:25 min

14. 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

15. BIOLOGICAL cycle Regenerate Take Make Make Take Regenerate

16. TECHNICAL cycle Regenerate Take Make Make Regenerate Take

17. A distiction between 2 kind of goods. What about paper? See for more details: http://epea-hamburg.org/cradle-to-cradle/prinzipien/naehrstoffkreislaeufe.html

18. Eco-effectiveness: waste = food Cherry tree in full blossom

19. 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

20. Golden rule 2: The sun is our income

21. 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

22. Golden rule 3: Our air, soil and water are healthy

23. 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

24. Golden rule 4: Respect diversity

25. 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 determinedtransport: how to enjoy e.g. Parma ham, exotic fruits Seasonal diversity: eating strawberries in winter asks for a lot of transport

26. Holistically sustainable innovation

27. 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!

28. Holistic approach We need ‘Embedment’ to make it structural! Embedment Ecology Equity Economy The sustainability tetrahedron: the 4 E’s

29. We have seen an urgency for sustainability and Cradle-to-cradle as a sustainability philosophy

30. Three possible perspectives: • Do nothing: the world down the drain • Delay: eco-efficiency • A beautiful world for generations to come: eco-effectiveness

31. Is there also an urgency for any randomly chosen sector?

32. Is there also an urgency for any randomly chosen sector? ICT

33. 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)

34. 2 Mb = 0,5 kg

35. 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

36. Excercise: Apply what you’ve learnt to a company of your choice and determine key opportunities for this company