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If products could talk!
Alan Knight
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If the planet was a company
and you were on the board…
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You would have a clear offer = shelter, food and well being to mankind…
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You would know your customer count (population growth)…
160K BC = (1 million customers) = launch of your company1AD = 250 million1804 = 1 billion1927 = 2 billion1960 = 3 billion1975 = 4 billion1987 = 5 billion1999 = 6 billion2013 = 7 billion2027 = 8 billion2048 = 9 billion
Condense those 160,000 years into 30 years.(average age of a business)
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In middle of a 2 year period of customer growth of = 38,000%
If mankind was around for only 30 years –
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In past customers did not want much…
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Now they want so much more…
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You would have a supply base
aligned to your growth plans
If everyone in the world used the same amount of stuff
as we do in UK …we would need:
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You would have a reliable supply base –safe, efficient, clean = QA
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Leverage buying scale
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Cost of the raw materials must be reflected in cost of product
Price of water on my bill
Burger =£11.00
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Have a brand you are proud of
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Customer satisfaction
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“you would NOT run your business in the same way
asthe planet is run”
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All we need to do is create a:
1) low carbon, 2) poverty free, 3) one planet economy!
4) Goal = well being!
Simple!!!
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One approach: talk to your products about the issues of the world!
Our next speaker is…
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“Boil what you need”
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Proud or …. ?
“Imported directlyfrom Zambia”
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If your products could talk…
1) Know what they would say2) Be proud 3) or embarrassed?
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Impact
Assessment
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Impact
Assessment
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Balance between three challenges:
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Published May 2005
-Since then: - Developed product approach- Thinking about retail as a whole
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Product policy will help
But don’t over rely on the green consumer….
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Solutions … small steps over time
10% of world’sproductive
forests FSC’ed
- Marks and Spencer- Wyevale Garden Centres
1993
19971995
2000
WWF Buyers’Group
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Choice editing =
no to G’s to C’s
RichmondParking fees
Road taxbanding
£25 congestion charge
Solutions … small steps over time,
public policy and choice editing
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Product Roadmaps (clothes, cars, lighting… 10x)
DEFRA Leading the way
Label
Choice editing
Standards
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“Product policy can make an important contribution to
sustainability,
but is a contribution you can make!
China?
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A different vision of the future of cities created in China?
DONGTAN ECOCITY RENDERING
0
50
100
150
200
250
300
350
TOTAL Car Bus Light rail /Tram
Cycling Walking
Transport mode
CO 2
em
issi
ons
(tonn
es /
day)
0
50
100
150
200
250
300
350
TOTAL Car Bus Light rail /Tram
Cycling Walking
Transport mode
CO
2 em
issi
ons
(tonn
es /
day)
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What would your business and products look like?
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My 5 closing points are:
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1) Sustainability is running the planet the same as we run our business
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2) All we need is a low carbon, poverty free, one planet economy with a goal of well being!!!
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3) Business needs to lead, but in partnership with policy makers and citizens
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4) Don’t dismiss China
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5) If in doubt – ask your products, be proud of their story!
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My 5 closing points are:
1) Sustainability is running the planet the same as we run our business2) All we need is a low carbon, poverty free, one planet economy3) Business needs to lead4) Don’t dismiss China5) If in doubt – ask your products
THANK YOU