laura flanigan and heather gadonniex - gabi software · eco-design strategy and a competitive...
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Laura Flanigan and Heather Gadonniex
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Web conferencing software
Expand &
collapse your
control menu Audio options
Questions & comments
Welcome to the webinar!
You are on mute but please type in
your questions here. We will answer
them at the end of the webinar.
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Your hosts
Jim Craig
Product Marketing
Product Sustainability
Laura Flanigan
Director
Consumer Goods
Heather Gadonniex
Director
Building &
Construction
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What we’ll cover
• Introduction
• What do we mean by “Ecodesign”
• What are the business benefits?
• Steps (and challenges) to Ecodesign
• Conceive
• Design
• Develop
• Launch
• Summary
• Close
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Registration Survey Results
Where are you in the implementation of Ecodesign to your organization? %
We are considering implementing one in the near future 21.7
We are in the process of implementing one 25.2
We aren’t sure of the value to the organization 13.7
We have an Ecodesign program in place 19.0
We have no plans 20.4
What is your biggest Ecodesign challenge? %
Evaluating the environmental implications of design choices 26.6
Identifying improvement opportunities 23.0
Setting up a strategy 27.9
Translation of sustainability goals in design language 22.5
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What do we mean by Ecodesign?
ECODESIGN assumes that the effect a product has on the
environment should be considered and reduced at all
stages along the product life cycle.
These stages include the extraction of the raw materials,
the manufacturing of the product, its marketing and
distribution, the use and finally, the disposal of a product.
Source: ECODESIGN Team at the Institute for Engineering Design, Vienna University of Technology
http://www.ecodesign.at/
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Barriers to Ecodesign
Common reasons that limit product sustainability:
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The impact on profit
The profit margin of
Ecodesigned products
is, on average, 12%
higher than that of
conventional products.
12%
www.eco-conception.fr www.idp-ipd.com
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More broadly across the supply chain
Source: Pure Strategies:
The path to product sustainability
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Framework: Elements of Implementation
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Life Cycle Thinking
Environmental
Social
Economic
Manage business & supply chain sustainability complexity by…
Life Cycle
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Conceive
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Sustainability and Innovation are Correlated
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Keys to Sustainable Innovation
Most companies ask customers
‘do you want sustainable products’
When they should be asking
‘what problems can we help you solve’
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Can our company
invent solutions to solve one of
these world needs?
Connect individuals
Preserve resources
Nurture moms
NourishEmpower women
Nurture children
Educate
Global
partnerships
Environmental
sustainability
Maternal
health
Gender
equality
end poverty
and hunger
Child
health
universal
education
*Not included: Combat HIV/AIDS
RATIONALE*
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Design
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Design Flexibility Design Impact
Product Design Process
Usefulness of Simulations in Decision Support
Design for Sustainability: Early & Often
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Design Flexibility Design Impact
Market Demand
Requirements Definition
Design
Engineering
Production
Quality
Launch
Market Req.
Document
Shape and
Materials
Bill Of Materials
Standard
Operating
Procedures
Quality Assurance
Design
Guidance
Scenario
Optimization
Reports and
Communications
Plans
Validation
Scenario
Testing
Design for Sustainability
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The First Step: Define what you mean by more sustainable
What are the metrics?
• More efficient in production or supply chain?
• Creates positive impact?
How do you define improvement?
• Product is 10% better in 3 key priority impact areas (Phillips ‘Green Focal Areas’
• Product provides a global positive benefit (Nestle’s Creating Shared Value)
• Product has 1 or more sustainable ‘attributes’ (Marks & Spencer’s Plan A program)
What’s the target? • 60 designated products by 2015 (Johnson & Johnson)
• $10 billion in R&D investment (GE Ecomagination)
What next? • Develop the governance, programs, tools, and data
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Develop
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Design Flexibility Design Impact
Market Demand
Requirements Definition
Design
Engineering
Production
Quality
Launch
Market Req.
Document
Shape and
Materials
Bill Of Materials
Standard
Operating
Procedures
Quality Assurance
Design
Guidance
Scenario
Optimization
Reports and
Communications
Plans
Validation
Scenario
Testing
Design for Sustainability
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Innovating to Exceed Customer Expectations
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• PVC Free
• BPA Free
• PBT Free
• Phalate/DEHP Free
• Class A Fire Rated
• Greenguard Certified
• Cradle-to-Cradle certified biopolymer
• Disclosure of Environmental Impact via EPD
Innovating to Exceed Customer Expectations
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• Artisan Design Collaborative Utilize
Existing Regional Materials and/or Craft
Trades– Provides economic opportunity
– Protects culture from loss
– Utilizes ecologically wise materials and safe practices
– Introduction of micro-lending systems for sustained
economic growth
Raw Materials with a Mission: Full Circle Program
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Launch
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Ecodesign and Storytelling
• Strong brand platform build on
foundation of strategic intention
• Align brand promise to
brand/product experience to
ensure authenticity
• Properly train sales and
marketing staff to communicate
aligned, credible messaging
• Ensure conformance to
‘green’/’sustainable’ standards,
protocols and guidelines for
both product and corporate
messaging
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Image: Zumtobel Group
“The EPDs for all Zumtobel products reflect our
commitment to the environment. EPDs are the basis of our
Eco-Design strategy and a competitive advantage in an
increasingly environmentally conscious market“.
Stefan von Terzi, Director Marketing Zumtobel
Case study
Challenge
• Market demand for product-related
environmental data (customers, standards and
legislation, green building rating schemes)
• Reliable, comparable information for thousands
of different products
Solution
• Using GaBi DfX to map existing data in ERP
system with environmental metrics
• Automate roll-out of ISO compliant reports
Business value
• Supporting compliance standards
• Scaling up their EPD program while cutting costs
by more than 50 %
• Communicating sustainable design initiatives
• Increasing competitive advantage
• Leveraging existing business information
systems
• Giving internal product design guidance
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Product Sustainbility solution map
33
Import of relevant
data on components
and manufacturing
Third party verified
EPD reports for
communication
Sales Executives
Product Engineer
Quickly map data to
environmental data with
stored associations and
exception handling
LCA expert
Create a third party
verified LCA model
for the product
category
ERP System
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2
GaBi DfX – 4 Step Process
Import ERP information / Bill of
Materials (BOM)
In-depth design optimization
Image: SolidWorks
EPDs, internal & external
stakeholders, custom
reports
1
3
Reporting4 Automatically
generated LCA model
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Automatically Generated LCA Model & EPD
Automatic Modelling - From BOM to Product Model
Reduce modelling time, saving
manpower
Standardization for increased
consistency and quality
Easily scales as volumes and
complexity grows
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Strategy
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Common Pitfalls of Ecodesign
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What Happens Without a Strategy
If you don’t know where you’re going, any road will get you there – Alice in Wonderland
Vision Skills Incentives Resources ChangeAction Plan
ConfusionSkills Incentives Resources Action Plan
AnxietyVision Incentives Resources Action Plan
Gradual
ChangeVision Skills Resources Action Plan
FrustrationVision Skills Incentives Action Plan
False StartsVision Skills Incentives Resources
Or your organization finds itself with:
Source: Adapted from Knoster, T. (1991) Presentation in TASH Conference. Washington, D.C.
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Three Tips to Success
Modern ToolsIntegrated Program
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Ecodesign with product sustainability - benefits summary
Ecodesign delivers:
• real BUSINESS VALUE
Ecodesign delivers MOST
• Implemented at CONCEPT stage
Ecodesign delivers CONSISTENTLY
• With STRATEGY and GOVERNANCE
LCA underpins Ecodesign
• Supports CLOSED LOOP thinking
Soon “Ecodesign” will be just “Design”
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2,500+Global Customers
40% of the Fortune 500
rely on PE
20+ years in the market
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Learn more
GaBi – Professional LCA Software
http://www.gabi-software.com/software/gabi-software/
LCA Databases
http://www.gabi-software.com/databases/
GaBi Envision Trial
http://www.gabi-software.com/software/gabi-envision/free-trial-gabi-envision/
GaBi Server – For collaborative LCA
http://www.gabi-software.com/software/gabi-server/
GaBi DfX – Design for Sustainability and LCA Automation
http://www.gabi-software.com/software/gabi-dfx/
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Laura Flanigan and Heather Gadonniex