Innovation Opportunities for Business In the Sustainable Economy / CherylHicks

Sustainable Lifestyles 2050
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Innovation Opportunities for Business
In the Sustainable Economy
6 November 2012

Cheryl Hicks
Team Leader, Sustainable Lifestyles
Project Director, SPREAD Sustainable Lifestyles 2050

CSCP - Centre on Sustainable
Consumption and Production

www.sustainable-lifestyles.eu

About the
Collaborating Centre on Sustainable Consumption
& Production (CSCP)
Mission Vision & Mandate

Rio+20: Global
CSCP 2.0 Sustainable Networks on Investing in
Lifestyles, Products & Sustainable Lifestyles, Sustainable Living
Infrastructure, Innovation &
Entrepreneurship & Entrepreneurship
Business Models

UNEP Marrekech Process
on
Sustainable Consumption
& Production
?

2012 / 2013
2012
2005
2010 / 2011

CSCP at a glance
CSCP Focus Areas & the way we work

SUSTAINABLEINFRASTRUCTURE,
PRODUCTS AND SERVICES

Lifestyles Products & Business &
Infrastructure Innovation

Action Research & Experimentation

Skills Development & Training

Networking & Match-Making

CSCP‘s Global Network
For Cooperation & Dialog on SCP

Funding Scheme:
Coordinating Partner:

Objectives Project WP Elements
• Develop a Vision and Scenarios Baseline Research & Primary
of possible sustainable living Household Research
futures

…About us
• Translate sustainability into Promising Practice via Social
meaning for our diverse daily Platform & Online Community
lifestyle options and choice
• Develop an Action Roadmap Vision & Scenarios for SL
and suggest a Future Research
Agenda Roadmap of Actions for SL

Advisors Online Community Platform


WBCSD Business Vision
for Sustainable Consumption & Lifestyles


5 Challenges
for
Sustainability, Lifestyles & Consumers

1.Translating Sustainability
2.Understanding impacts & footprints
3.Understanding behaviour change
4.Recognizing promising practice & movements
5.Envisioning different futures & disrupting norms


Challenge 1

Translating Sustainability 
Into meaning for our daily lives


Sustainable Development
“Living Well within One Planet”


The Global Challenges
People & Values Governance Economy Resources, Energy and Environment

Source: WBCSD Vision 20
Interdependent Valuing social & Resource Environmental
Shifting
Shifting environmental impacts
demographics
demographics world scarcity degradation

Poverty and
Shifting Inadequate policy Material-based Energy security Climate change
inequity
demographics framework consumption

13

“Solutions”

“technological advancement
will not be enough
to achieve sustainable development,

changes will also be required
to people’s lifestyles”

People need to activate the changes needed


Challenge 2

Understanding the impacts of our
current lifestyles


Source: SPREAD Baseline Research 2011


Food, Mobility, & Housing
Health & Tourism

Consumption pressure per EUR spent

Source: EEA Consumption & Environment 2010


Housing – energy use


Housing – more space, more stuff


Housing & Population - aging


Mobility – single car use dependency


Mobility
- increase in
passenger
cars ‘98-’08


Mobility & Tourism – long haul air travel


Food –
meat & dairy


2011 SPREAD Baseline Research:
Unsustainable Lifestyle Trends & Hot Spots
40-60 tonne EU lifestyle
(total resource use)

Food: Meat & dairy - 24% of all food impacts
(acidification emissions & material use)

Housing: Heating/cooling, water use, appliance &
electronics use - 40% of total energy

Mobility Single car use (35% increase)
& Tourism: Air travel (9% increase)

Health obesity (increased intake of sugars),
& Well-being: heart disease (fatty foods and smoking)
cancers (exposure hazardous chemicals)


Place-holder
> Infographic


Challenge 3

Understanding behaviour change needed


Material
footprint
of a
2011 Sustainable
lifestyle

2050

29

2012 SPREAD Vision of
Sustainable Lifestyles
7-10 tonne lifestyle
(total resource use)

What if current challenges were overcome?

Food: 500 kg/a mostly vegetarian
Housing: 20 m2/person zero net energy
Energy: 1000 kWh via wind and solar
Household goods: efficient, different and sufficient
Mobility & Tourism: 10 000 km/a no car
Health & well-being: improved health, well-being, happiness


Understanding citizen diversity
Bernd, Germany
55,1t

Kirsti, Finland
38,7t

Iria, Spain
24,8t

Péter, Hungary
8,8t
31

Factors influencing behaviour


Understanding diversity of individual needs, aspirations
Motivators and triggers to change
CONSUMPTION: FAMILY
4 Planets •Wife (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

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 wallking distance)
• For holidays, likes to travel by car / airplane

Age: 34 Living
•Jogging, skiing in the winter and playing tennis in the summer
Self-employed •Shopping once a week, brand aware

34

Challenge 4

Recognizing citizen movements
& social innovation


The economy, skills and jobs

Current trends:
• Our aspirations for prosperity are intrinsically linked to current patterns of
economic growth
• Some actors in society start realising the need to redefine the current economic
paradigm to take into consideration the environment, quality of life and well-being
and to balance growth, profits and consumption.

Promising Practice:
Complementary currencies, new business models, new ways of working, new
skills requirements


Innovation – technical & social

Current trends:
• Small-scale initiatives are important signposts and test-beds for large-scale
sustainable solutions. Support to large-scale change comes from connecting
relevant stakeholders and groups
• Social and technical innovation are important drivers for change that create
opportunities for sustainable, healthy and equitable lifestyles. Social innovation can
stimulate and sustain lifestyle changes. Social entrepreneurs and designers are
important change agents, but still main focus is on technocratic solutions. .

Promising Practice:
Access to more sustainable options, community and network action, policy
framework support, entrepreneurship


Infrastructure – cities & communities

Current trends:
• Sustainable neighbourhoods, communities and cities are emerging through
co-creation and participation. Buildings, public space and urban infrastructure
need to be created through multi-stakeholder urban planning approaches.
• Visions, scenarios and roadmaps for future lifestyles are being developed by a
range of actors focused on different sectors, societal actors and approaches .
• Large divide between scenarios and praxis, lack of implementation

Promising Practice:
Holistic, people-centred design approach, choice architecture, lock-ins, healthy
cities and communities


Policy & governance

Current trends:
• Effective policy and governance set the framework conditions for business
and societal innovation. Governments lack responsibility for discouraging or
limiting unsustainable consumption and lifestyle options. Need for new governance
approaches to support effective implementation.
• The emergence of integrated and cross-sectoral approaches to policy making
aims to overcome policy silos, but still focus on greening consumption rather than
sustainable consumption or lifestyles.

Promising Practice:
Nudging, framework conditions, policy innovation: behavioural science as input
to policy making


Research

Current trends:
• Research on the sociology of consumption indicates the need for a paradigm
shift in thinking from a focus on individuals, to a focus on wider communities and
social norms and practices; from a focus on changing discrete behaviours to a focus
on changing entire lifestyles, cultures and values
• To date, research priorities have not yet been reconciled with practice:
technocratic approach and economic rational, the efficiency-agenda and the
“rational man” dominate

Promising Practice:
Knowledge brokerage, transformational research, interdisciplinary collaborative
approaches


Emergent Promising Practice - EU


Challenge 5

Envisioning more sustainable futures
Supporting sustainable living


Scenario Development Process
Back-casting

Looki
ng
d a dna S
o r a nec S
ssec o P

back
r
t

40yrs
r
i

WORLD WHERE
IDENTIFYING CURRENT CHALLENGES ARE
CHALLENGES OVERCOME
What we know & don’t EXPLORING
Blend of reality & uncertainty CONNECTING
know, CHANGES
Visions to Current
Forces driving change EXPECTED / NEEDED Realities – How to get
Tensions with largest
from here to there
degrees of difference


Four scenario landscapes
Pandemic technology

Singular Super Governing the
Champions commons

Meritocratic society Human-centric society

Local loops Empathetic
communities

Endemic technology


EU Sustainable Lifestyles Roadmap 2012-2050

Coming soon
…Nov 2012


Sustainable Living Globally

Financed by the German Ministry for Economic Cooperation and Development (BMZ),
the projects aim to identify and contribute to global efforts towards living sustainably by
:

Collecting 100 Big Ideas for living sustainably,
Discussing them with stakeholders in 5 Cities,
Bringing them to the Global Network towards
Sustainable Lifestyles

Creating a Framework for Scaling-up Innovations,
Highlighting the 5 success factors common to 100
enterprises with sustainable practices
Bringing the outcomes into the Global Network
for Sustainable Innovation and Entrepreneurship

THE GLOBAL NETWORKS
IMPROVING SUSTAINABLE LIVING

Hosted
by
CSCP

Projects Other Other
projects projects
over time over time

Living sustainably through active Scaling up sustainable
practice entrepreneurship and innovation

THE GLOBAL NETWORKS

Host discussions and Strengthen and linking
share learning existing networks

OBJECTIVES AND PARTICIPANTS

Experts Existing platforms
and networks
Entrepreneurs Individuals

Network users Support organizations

Academia Investors

Promote success Link knowledge
factors for scaling up and practices

WORKSTUDIOS AND WEBINARS 2012 - 2013
1 or 2 day interactive, multi-stakeholder meetings comprising key note
speeches, visioning sessions, discussion panels and match-making
activities.

Location

China October 2012

Colombia November 2012 Full back to back

Ghana February 2013 Event component

Philippines March 2013 Full back to back

Germany September 2013 Event component

The Role of Business
Enabling More Sustainable Lifestyles
and Consumption Patterns

Choice Choice
creation influencing

Innovation

Choice
editing


WBCSD Business Vision for
Sustainable Consumption


Must-Haves on the Business &
Consumption Pathway

Evolving Business
New Collaborations
Models
In the Value Net
Technological innovation is
New ways to deliver
not enough, we also need complex coalitions
value to customers
radical transformations in for co-innovation
and consumers
lifestyles and
consumption patterns
Deeper
Technology & Trust
Understanding of
Consumer
Enabling more value
Behaviours
from fewer resources
Influencing
Hyper-transparency,
consumption
progress
patterns and more
measurement
sustainable lifestyles


Examples of how business models
might evolve

 Leisure: Hotel companies domestic swaps
 ITC: Mainframes cloud computing; 3D-printing
 Power: Power stations distributed networks
 Food: Intensive farming urban farming, gardening clubs
 Mobility: Private car ownership car sharing


Discussion
Sustainability, Lifestyles & Economy

The role of businesses in a Sustainable Economy
• Business contribution to Sustainability
• Business opportunities in growing healthy & sustainable lifestyles trends
• Local vs global trends for sustainability & lifestyles
• New business models for sustainability, lifestyles & the economy
• Sustainable consumption – trend or resilient strategy?
• Businesses culture for sustainable consumption?
• Innovation, sustainable consumption & production?
• Challenges for businesses re future sustainable societies

How would you define Sustainable Economy?


SPREAD Sustainable Lifestyles 2050
European Social Platform


Innovation Opportunities for Business In the Sustainable Economy / CherylHicks

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