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After tracking sustainability initiatives of 30 Fortune 500 companies (ref. InnovaStrat. US) , it seems that every company goes more or less trough seven similar steps…
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Fromdark‐greytobright‐green
(Insevensteps)
Stefaan Vandist | www.trinity-planning.be
Thisisthestorytoldfromabusinessexecu:veperspec:ve…
Sustainability is all very nice, but I’m trying to run a business here (the boss)
butwithageeks’horizon…
ABertrackingsustainabilityini:a:vesof30Fortune500companies(ref.InnovaStrat.US),itseemsthateverycompany
goesmoreorlesstroughsevensimilarsteps…
Thesustainabilityladder
1 2 3 4 5 6 7
1DENIAL
1DENIAL
Asaneconomist,you‘manage’environmentalandsocialconsequencesas
externali:es.YoukeepyourboNom‐lineop:mizedbydenyingresponsibility.Why
shouldyoucareanyway?You’rerunningabusiness,notacharity.Especiallynow,youdon’twanttomakeanythingerodeyourcompe::veness
1DENIAL
Youconsiderthegreenmovementas‘soixant‐huitards’,hippiesandac:vists.
Pervertseven!Theyareannoying.Youwanttosewthemiftheyshowupagainat
yourdoorstep.Thepublicassociatesyourcompanywithsomebadbehaviours.Thereason?Ac:vism!It’stheirfault.Theyharmthecompany.
2PRETENDING
2PRETENDING
Onabrightmorningyouconcludesustainabilityisthenextbigthing.Youhaveto.
It’sinyourlatesttrendreport,insmartmagazinessoldatairports,aBerseveral
mouse‐clicksandinnewspapers.Evencarmanufacturersfinallyjumponthebandwagon.Yourmarke:ngmanagertalksaboutpromising,new,
youngandhigh‐educatedtargetaudiences.Youcalltheagency!
2PRETENDING
Youcomeupwithexpensivecampaignswithinspiringimagingandasweet
soundtrack.YourmessagingpimpsyoursinglebestenvironmentalaNribute,blurring
theaNen:onofthecompletepicture.YoubuildawarenessonTV,innewspapers,inairportsandinterna:onalrailwaysta:ons.Youseeyou’renotalone.
2PRETENDING
Youtraveltoapoorna:onwhereyourrawmaterialsaregrown.Anair‐condi:oned
bustakesyoutoareforesta:onprojectthatcollaborateswiththelocalcommunity.
Ayoungboygivesyouaspade.Youplantatree.Youlookgoodonthepicture.Youfeelabitsilly.Yougohometopickuptheseriousstuffagain.
3COMPLIANCE
3COMPLIANCE
Thatbringsyoubacktozero.Sustainabilityiss:llandforemostamaNerofcompliance
toindustrystandardiza:onandregula:on.Compliancecostsmoney,butincompliance
costsmore.Communica:onisrepor:ng.
VLAREM | REACH | ISO 9000 | ISO 14000 | EFQM | SA 8000 | GRI | GRI G3 |
AA 1000 FRAMEWORK | AA 1000 AS | AA 1000 SES | SIGMA |
EMAS
3COMPLIANCE
Buttherecomesthenicesurprise.Whencompliancemeetstheeconomiesofscale,it
seemswelowercostsreducingexpensiveinputs.Anditseemsthatifwearethefirsttocomplywithmoststringentrules,ourcompe::venessgoesup.LikeHPwhohasset
thenewindustrystandardsbeingthefirsttobantoxicleads,andgotaheadofitscompe::on
with5yearsofadvantageintheuseofsolders(amalgamof:n,silverandcopper)
3COMPLIANCE
ImagineGMhadembracedtheemissionstandardsfortheautomo:veindustryfirst
proposedin2002,itwouldbetwoorthreedesigncyclesaheadofitsrivalstoday.
4LCA
4LCA(Lifecycleanalysis)
YouarecompletelyobsessedwitR‐words.Inanindebtlifecycleanalysisyoudiscover
opportuni:estosaverawmaterials,costs,energy,increasecontactspointswithclients
thatresultinbusinesscon:nuityandmanyothersurprisesthathaveaposi:veimpactontheboNom‐line.Youfeelverycomfortable.Sustainabilityjus:fiessaving.
You’reinthelandofefficiency.Youfeelhome.
Recycle | Reduce | Re-use | Reconsider | Rebuild |
Rethink | Re-feed | Reflect React |
4LCA(Lifecycleanalysis)
LikeUnilever,whopartneredwithenvironmentalorganiza:onstofindouthowtogrow
palmoil,soybeansandcacaoinalesspollu:ngway,withlesspressureonbiodiveristy.
Thishasresultedintechniquestoimprovecropyieldsandseedproduc:on
4LCA(Lifecycleanalysis)
LikeWal‐Mart’sCEOLeoScoN(2008),whogavemorethan1000Chinesesuppliersa
direc:ve:cutpackagingcostwith5%by2015andincreaseenergy‐efficiencywith25%
inthreeyears.
4LCA(Lifecycleanalysis)
LikeFedexwhorolledoutitsGlobalFuelSenseProgram,op:mizingaircraBschedules
andlogis:cswithhigh‐endsoBware,replacedaircraBs,trucksandvans.
Result:reduc:onof36%ofenergyconsump:on,increaseof20%capacity
5Design
5Design
Asyouseethatasizablenumberofconsumersprefereco‐friendlyofferings,you
believeyourbusinesscanscoreoverrivalsbybeingthefirsttoredesignexis:ng
productsordevelopnewones.SoyoubringinaclubofET’sandkickstartaneco‐(re)design‐process
5Design
Eco‐designisexci:ng,alsoforlargecorpora:ons.P&Gfoundouttomakean
amazingdifferenceifpeoplewouldwashatlowertemperatures(80billionfewer
KWh/J).That’swhythecompanymadethedevelopmentofcold‐waterdetergentsapriority.In2005itlaunchedArielCool.
ResultUK:2002‐2%>2008‐21%ResultNL:2002‐5%>2008:52%
6Newbusinessmodels
6newBusinessModels
You’vereadBlueOceanStrategy,andyou’veseenthesuccessofItunes,Amazon
andothernewstarsandicons.Youunderstandthatsuccessfulmodelsinclude
novelwaysofcapturingrevenuesanddeliveringservices,likelyintandemwithothercompanies.
6newBusinessModels
LikeFedex,whopartnerswithKinko’stocomeupwithaprintanddeliver‐service.
Theyaskscustomersiftheywouldliketoelectronicallytransferthe
mastercopytooneoftheKinkoofficesnearbythereceiver
6newBusinessModels
OrlikeSonywhopartnersupwithGreenSquadtocollectelectronicwastevia
schools,torecoverusefulrawmaterials.
7NextpracQceplaRorms
7NextpracQceplaRorms
Byques:oningtheobvious,weinventthefutureanddisrup:veinnova:onis
possible.Canwehaveaposi:veeffectonnaturetoo?Ifthreesproduceoxygen
andpurifywater,canhousesbetrees?Canci:esbeforests?Cancleaningproductsbegoodfortheenvironmentinsteadof“lessbad”?
7NextpracQceplaRorms
Canwecoolourbuildingswithoutairco?IfantscandoitinthehoNestplaceson
earthsincemillionsofyears,whycan’twe?Biomimicrytriestounderstandthe
designofnatureandtransportsthedesignpaNernstoengineering,architectureanddesign.
7NextpracQceplaRorms
Whatifweremakethewaywemakethings?
Ifwedevidetechnicalcyclesfrombiologicalcycles,andredesignourfabricsand
materialsonamolecularleveltogetridofalltoxicsanddesignnotproductsbutcycles,sellnogoodsbutservices?Thenweclosetheloopjustasinthenatural
World.Zerowaste.Zeroemission.BigcompaniessuchasNike,Aveda,Ford,
Timerland,Interface,AkzoNobelandHermanMillertakecradle‐to‐cradleveryseriously
ThanksforyouraSenQon!Inspired by research of InnovaStrat - Santa Cruz.
Written, compiled, Arranged and visualized by Stefaan Vandist – www.trinity-planning.be – [email protected]