Shared Economy für nachhaltige Lebensstile: Eine Familie stellt sich um
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• 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
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SustainableLifestylesHabits &
Behaviour
Products, Services &
InfrastructurInnovation & Business
Models
+ +=
CSCP: Mainstreaming sustainability in consumption and production
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Source: Happy Planet Index
< 1 planet
1 – 2 planets
2 – 4 planets
> 4 planets
Consumption trends:Does better life require more than one planet?
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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
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Material footprint per
year
2050
2011
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Huge Space for Innovations ...
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• 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
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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
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…but we can also leave a positive handprint:
Assessing
SustainableAddedValue:
Well-being
Social Progress
Usage benefits
EcosystemProtection
Individual Well-being
Community
CC Sustainability and One Planet Living
Value Systems
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…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
CC Sustainability and One Planet Living
EnergyWaterEnergy
Waste Overloaded Traffic
Social impactsCO2
Well-beingSocial Progress
Usage benefits
EcosystemProtection
Individual Well-being
Community
Value Systems
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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
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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?
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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
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Collaborative Consumption in the business sector
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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
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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
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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?
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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
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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
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“Hallo Erde” campaign of REWE Group
Media
Partners
Initiative by
CSCP as Scientific Advisor,analysing over 300 products on sustainability
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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
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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?
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• 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
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“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”
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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
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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