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The presentation I gave at Develop3D Live on the why and how of sustainable design & innovation
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The shape of things to come
TOOLS FOR PLANET-SAVING INNOVATION
CHRIS SHERWIN, HEAD OF SUSTAINABILITY, SEYMOURPOWELLDEVELOP3D LIVE, 21 MARCH 2012
SUSTAINABILITY IN PRODUCT DESIGN
Confidential. © Seymour Powell Limited, 2010. All rights reserved.
When stakeholders now ask me about our business strategy, I show them our sustainability plan.
BUSINESS WAKES UP TO SUSTAINABILITY
CEO €MULTI-BN GLOBAL FMCG CORPORATION
Confidential. © Seymour Powell Limited, 2010. All rights reserved.
Grew sales of eco products by 4% in 2010/11 = 1.1bn or 10.5% of total sales
All own-brand packaging reduce by half by 2020
$10bn sales from products that save resources and carbon for customers by 2015 (7.5% total sales)
One-third total sales from Green Flagship products by end-2012 (35% in 2010)
ECO+ innovations make up 80% of our the pipeline p/a by 2015
90% of all products to be ʻmore sustainableʼ by 2015
All innovation to be improved on at least one Sustainability Focal Area by 2015
All M&S products to have at least one Plan A quality by 2020 (50% by 2015)
0%portfolio
100% portfolio
SUSTAINABILITY CONVERGING AROUND PRODUCTS, INNOVATION & DESIGN?
CURRENT PRACTICE AND TOOLSWHERE DID WE GET TO ON SUSTAINABLE DESIGN
80% of the environmental impacts of products are determined at the design stages.
Confidential. © Seymour Powell Limited, 2010. All rights reserved.
Ability to influence, and reduce, sustainability impacts
Ability to accurately measure or account for sustainability impacts
R&DStrategy
Business modelConcept design Detail design
ProduceMake
LaunchCommunicate
Green ad’s, comm’s, PR, social media
Clean production, sustainable supply chain management, ecodesign, lifecycle assessment
GREEN MARKETING
ECODESIGN | SUSTAINABLE DESIGN
Confidential. © Seymour Powell Limited, 2010. All rights reserved.
Standard model for ecodesignBased on product environmental impact assessment and Lifecycle Assessment
‣Define the boundaries
‣Conduct an eco-footprint analysis of a given product
‣Look at whole life product impacts - cradle to grave (usually using one of the many software tools)
‣Determine the big hotspots and focal areas
‣Redesign these in the next iteration of development
Even process-based ISO standard for LCA and ecodesign: ISO14040 and ISO14062
Confidential. © Seymour Powell Limited, 2010. All rights reserved.
GAPS IN ECODESIGN?
‣Its late and corrective
‣Tools are analytical - based on assessment and analysis (not for instance creativity)
‣You rarely get new concepts or products
Two key challenges:
‣Its a process - we need absolute savings
‣Its not in everything - currently voluntary and niche
How can a target for sustainable products or packaging be anything other than 100%.
JONATHON PORRITT GREEN GURU
THE EARLY STAGESPADDLING SUSTAINABLE DESIGN UPSTREAM
We must design for green, not address it afterwards.
INDRA NOOYI CEO PEPSICO
Confidential. © Seymour Powell Limited, 2010. All rights reserved.
Ability to influence, and reduce, sustainability impacts
Ability to accurately measure or account for sustainability impacts
R&DStrategy
Business modelConcept design Detail design
ProduceMake
LaunchCommunicate
Green ad’s, comm’s, PR, social media
Clean production, sustainable supply chain management, ecodesign, lifecycle assessment
ECODESIGN | SUSTAINABLE DESIGN
New concepts, breakthrough innovation, next generation products & services, new business models
BREAKTHROUGH INNOVATION FOR SUSTAINABILITY
GREEN MARKETING
Confidential. © Seymour Powell Limited, 2010. All rights reserved.
SUSTAINABILITY-DRIVEN INNOVATION DULUX
DESIGN AND DELIVERY OF ZERO EMISSIONS PAINT SYSTEMS
A £2M multi-year, collaborative innovation project looking at sustainability driven innovation across the complete paint lifecycle and value chain. Sustainability insights & drivers were:
‣Paint cans are used and disposed of to landfill within 20 mins, which the customer pays for (landfill tax)
‣Paint application (up to 20 years ago) can affect building recycling and disposal at deconstruction stage (the builder is also the facilities manager and building decommissioner)
Confidential. © Seymour Powell Limited, 2010. All rights reserved.
Mainstream eco-products: Development of a mainstream trade & retail paint with equal performance and 30/50% lower carbon footprint, 30% recycled plastic packaging, etc
Paint waste: Can design means users cannot get all the paint out, meaning product waste. The rimless can design allows all the paint to be extracted and used. This affects can recycling too. Each UK household has an average 13 half-empty tins. The Paint Solidifier means paint can be disposed of and cans recycled
SUSTAINABILITY-DRIVEN INNOVATION DULUX
Confidential. © Seymour Powell Limited, 2010. All rights reserved.
Sustainability breakthroughsDESIGNING THE NEXT GENERATION OF SUSTAINABLE PRODUCTS AND SERVICES
‣Beyond EcoReDesign
Methods
‣Ethnography - a tool for sustainable behaviours
‣Future scenarios and trends
‣Creating visions
‣The sustainable state
SUSTAINABILITY-DRIVEN INNOVATION SP EXAMPLES
Confidential. © Seymour Powell Limited, 2010. All rights reserved.
Ability to influence, and reduce, sustainability impacts
Ability to accurately measure or account for sustainability impacts
R&DStrategy
Business modelConcept design Detail design
ProduceMake
LaunchCommunicate
TOOLS FOR SUSTAINABLE DESIGN EARLY VS LATE
Confidential. © Seymour Powell Limited, 2010. All rights reserved.
Ability to influence, and reduce, sustainability impacts
Ability to accurately measure or account for sustainability impacts
R&DStrategy
Business modelConcept design Detail design
ProduceMake
LaunchCommunicate
FramingQualitative
AssessingQuantitative
Sustainable Design Principles(waste hierarchy, ethnography)
Sustainable Design strategies(TNS, Scenarios, cleantech,
corp targets)
Qualitative assessment tools(LiDS wheel, Streamlined LCA,
Environmental KPI’s)
Quantitative assessment tools(Lifecycle assessment, carbon footprint)
TOOLS FOR SUSTAINABLE DESIGN EARLY VS LATE
