jody turner & karri winn
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ReDesigning How We Do ___________*In A Carbon ConstrainedFuture.
Jody Turner, Karri Winn
With assistance by Cynthia YoungGratitude to Trendwatching.com
*Pretty Much Everything.
Living In A Juxtaposed/Convergence Era.Trends of Cross-Disciplined markets are converging.
www.Platform-Sea.com
Climate change at its CORE is
about identity - who we are –
as climate change accelerates, the
issues facing and affecting all of
humanity and ultimately all products
and services are accelerating.
loss of arable soils, desertification, disease, risk
along many vectors, acidification of the ocean, collapse of biodiversity, world wide Mass Extinction (the 6th for our
planet), shrinking mineral resource base, decline of available landfill, leaching of soil nutrients, pollution of water, peak water,
peak oil, global deforestation …
The issues are all around us.
by creating value in new ways -
look toward nature for cues in
how to live, work and design in a
new frame - ecosystems of the forest for example create value sets by working both vertically and horizontally within an infinite and finite flow …
shifts are happening
Leading Climate Business Trends- Accessing Raw Materials & Manufacturing Processing – Is in the forefront due to diminishing supplies and consumer conscience about Co2 + waste.
- Reuse trends for creativity and the bottom line - Businesses producing things by eliminating waste is critical to innovation, efficiency and economy.
-Charting footprint of your product - If you aren’t know that the consumer is.
- How we communicate with the consumer is vital: Authentic Story Life cycle, back story, birth to death to rebirth of product and service is seen as important framing… and is an inspirational engagement for the consumer. “Where did it come from, what is it doing to me now, where is it going to?” Brands make a statement in the landfill as much as on the street.
- World Worry: The desire for developing countries to experience the wealth and wellness of western lifestyles today is a concern. Encouraging better, newer and more innovative ways of manufacturing and consumption could nip the worry in the bud.
Excerpts Ahead From:
The ‘Architecture of Change’ “The earth doesn’t need healing: we do.”
-Daniel Goleman
GoodGuide iPhone App and texting capability. Is that tomato really local or did the seeds originate in Moscow? GoodGuide now has barcode ability leading you to know deeply and quickly the foot print of the product.
“Nine year old Joey downloaded GoodGuide onto his iPhone and saw that one of his favorite Webkinz toys received a 3.9 high toxicity rating…”
A GAME CHANGER:GoodGuide
“The big accelerator turns out to be Walmart soon to be rating products and tagging them
with information symmetry about the ecological costs of goods.”
“The goods we buy every day upon day could be toxic; information symmetry means we can know what sellers know creating a
perpetual product upgrade — an ecological diagnostic with a give and take knowledge dialogue.”
The GoodGuide Test:
-Organic Cotton Baby Clothing-Locally Grown Produce-Energy Efficiency Aisle-Solar + Wind Panels-Love Earth Jewelry, Traced to Mines-Biodiesel Trucks/Hybrid Electric Trucks-Competition between vendors for sustainable packaging. HP won.-Sorting of all recycling offsite-Close-loop refrigeration system
GAME CHANGER: (WalMart Fails in Many Ways But Not in Sustainable Futures) Adam Werbach, ACT NOW & Saatchi&Saatchi S
http://origin-www.fastcompany.com/pics/11-ways-walmart-changing-retail-good#6
“The True Eco Cost of a Fast Food Hamburger? $200USD.” -Raj Patal, Author of
“Stuffed and Starved” “The Value of Nothing”
Market Thought Leader: Raj Patal
Books: The Value of Nothing & Stuffed & Starved
“Earthster is a supply chain tool tracking sustainability index. Through Earthster P&G saw their worst impact on global warming: Heating water to use their detergents - They designed detergents that work well with cold water. Choice and impact. Anyone who manages a product or brand can find out their index from Earthster.org. This creates a perpetual innovation upgrade in order to stay competitive.”
Another GAME CHANGER: Earthster.org
Another GAME CHANGER: ClimatePath.org
Another GAME CHANGER: Biomimicry
Four tenets of Biomimicry, Janine BenyusFor complete report see Fast Company Blog Jody Turner & Cameron MatthewsLesson #1: Learn from the lowliest … These organisms often have some of the most “clever” ways of solving systemic problems, in still unknown ways, they communicate to form efficient nutrient transportation pathways. Subway systems, city planning, and electrical grids are expediting planning through the knowledge of these systems. (Another example: Nike studied slug stickiness in the implementation of a new, worldwide non-toxic shoe glue)
Lesson #2: Resource aggregation is a key to moving past exploitation and exhaustion Many organisms have adapted ways to collect and aggregate dispersed resources. When fog rolls in, the Namibian Beetle condenses moisture out of the air using its textured shell. His design promotes aggregation and flow of water directly into the mouth to “drink” the fog. (Morning dew “water capture” net designs for the edge of desert cities are now being implemented)
Lesson #3: Design better systems, not better components … and reduce redundancy. This principle is everywhere in nature and is starting to be picked up by designers. (Slow moving Galapagos sharks keep bacteria and organisms from growing because special texture doesn’t allow microorganisms to attach. A company called Sharklet Technologies turned it into several products, including anti-bacterial surfaces for hospitals and anti-fouling hull coatings to reduce drag and improve efficiency on ships.)
Lesson #4: It can come from anywhere … The black and white stripes of a Zebra create variations in air temperature just above the surface of the skin, which in turn creates an air current and natural cooling system surrounding the zebra on the sweltering savannah. (An African building has been designed with striped, sheer ‘skins’ to provide a natural cooling system.)
Lesson #5: Hang out in the question … Create the posture of being open to all possibilities. We are dealing with such wild complexity of variables there is no right answer. We are looking for field sets of viable solutions, being open to all ideas is critical in terms of creating new pathways forward. We can’t use our old thinking or assumptions at the surface and it is fundamentally impossible for one person to track what is going on. This gives us infinite edges off of which to generate new emergence which is the fuel of all creativity.
“Company investors talk about minimizing sustainability risk due to reputation cost.”
“These game changers resolve the conflict between corporate social responsibility people who say ‘we need to do the environmentally right thing because it’s the moral thing to do,’ and those who argue that we have to do right by our shareholders… Now those two things are aligned. Or they will be, as all these systems go to scale.”
Company Examples Next
Example: Clean manufacturing and ecosystems.
Example: Nike, Best Buy, IDEO…
Example: Building corporate community support for green innovation.
Example: Supporting the natural ecosystem of LOCAL empowerment.
Example: Supporting the natural ecosystem of LOCAL empowerment.
Example: Supporting the natural ecosystem of LOCAL empowerment.
Example: Reinvention through smart greening practices throughout.
Meaningfulfair trade and eco
journeys tovolunteer andlearn about
the country andThe people.
Example: Shifting Aggregate Supply Chains. Small Product changeLeveraging a massive impact on resource. THE OPPORTUNITY.
Conclusion Per Buckminster Fuller: Seeking the smallest point of action to create the largest wake of transformation… this is the opportunity global corporations have today.
It is through these small innovations global companies can have a massive impact on the world.
Smaller companies can more easily respond to the emerging wave of consumer conscience. This creates a reinforcing mandate for the global corporation to follow in suit – now customers are expecting more from the goods they need for a healthy life.
This is the leadership direction in design innovation… opportunities within existing products that redefine brand identity in alignment with changing consumer conscience.
Starbucks – working to become 100% recyclable and reduce retail energy consumption by 25%http://www.starbucks.com/SHAREDPLANET/environmental.aspx fiscal year: http://www.starbucks.com/aboutus/
Honda – Producing more vehicles that use fuel efficiently, use natural fuel, and electric hybrid vehicles because consumers are demanding efficient and produce less pollution. http://world.honda.com/investors/
Maverick Ranch Natural Meats – company based on sustainable ranching, an implement land management to preserve/replenish the native plant environment. http://www.maverickranch.com/about_maverick/maverick_system.cfm
A New Market – People wanting to help the environment and the climate is a market unto itself. Investment organizations and other entities are creating new value in carbon management, carbon credits, and carbon counting.http://www.terrapass.com/ http://www.coloradocarbonfund.org/index.php/partners/buyers/
Albeo Lights – this company’s whole business is to manufacture LED lights that use less energy for schools and organization’s with large facilities. They make money by helping others to reduce carbon emissions by the tons and save on their electric bills.http://www.albeotech.com/ http://www.prweb.com/releases/LED/lighting/prweb3625064.htm
GreenRoad – a company built on helping fleets reduce their fuel usage and emissions, and make the road a safer place.http://www.greenroad.com/ http://www.prweb.com/releases/2010/02/prweb3632994.htm http://www.generationim.com/
Refill Energy – turning poop and other forms of waste in to fuel. They claim to make 100% green fuel.http://www.refillenergy.com/ http://www.prweb.com/releases/Refill_Energy/Green_N-ergy/prweb3631484.htm
BookaTree – there will always be a special place for paper-bound books in the hearts of bookworms, unfortunately that also mean a few less trees. So for the book you buy, they plant trees into their community.http://www.bookatree.co.uk/ http://www.prweb.com/releases/bookshop/bookstore/prweb3629944.htm
Nike Considered Sustainable Design: http://www.nike.com/nikeos/p/gamechangers/en_US/consideredNike Global Exchange: http://www.worldchanging.com/archives/009822.html
Vancouver – Climate Neutral Olympics (bragging rights to their city!).http://www.prweb.com/releases/2010/02/prweb3580334.htmhttp://www.climatemama.com/index.php?option=com_wordpress&Itemid=56
Philadelphia & Dow Chem Combine forces to Save Energyhttp://www.prweb.com/releases/Dow/RetroFIT_Philly/prweb3613884.htm
RESOURCES: OTHER BRAND EXAMPLES
RESOURCES: Telling the story in interesting and creative ways.
RESOURCES: SPRINGWISE.COM Sustainable creativity in business starts with small resources
Researchers and Presenters For DEMOS.FIJody Turner, (Founder of CultureofFuture.com) is a leading futurist cultivating content for companies such as The Gap, CEOs For Cities, Starbucks, Microsoft and IDEO in the implementation of new business pathways aligning with dynamic and healthier global futures. [email protected]
Karri Winn is a social scientist specializing in systems thinking and decision making inside complexity, i.e., the problem set commonly referred to as sustainability. Karri has 20 years of combined experience in social profit organizations, business, academia, working in the US and overseas improving the health of human communities and the living planet. Since 2002 she has curated 500+ presentations of leading thinkers, authors, celebrities, activists and business innovation change makers for the Green Festival – the largest sustainability event in the US. She has an MSci in Community Development (1998) and an MBA in Sustainability Management (2005). [email protected]