2. www.scp-centre.org | 2
• CSCP – Collaborating Centre on
Sustainable Consumption and Production
• Founded 2005, as „Think and Do Tank“ by the United
Nations Environmental Progamme (UNEP) and the
Wuppertal Institute for Climate, Environment and
Energy
• Headquartered in Germany, Wuppertal
• Currently 60 team members with interdisciplinary
backgrounds
• International scope and activities on four continents
Who we are
4. www.scp-centre.org | 4
Source: Happy Planet Index
< 1 planet
1 – 2 planets
2 – 4 planets
> 4 planets
Consumption trends:
Does better life require more than one planet?
5. www.scp-centre.org | 5
Middle Class Consumer:
Bernd, Germany
Age: 34 Self-employed
CONSUMPTION
3 Planets
FAMILY
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
Living
• Jogging, skiing in the winter and playing tennis in the
summer
• Shopping once a week, brand aware
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 walking distance
• For holidays, likes to travel by car / airplane
Individual lifestyle hot spots and behaviour
11. www.scp-centre.org | 11
• How can Collaborative Consumption enable Bernd to live a sustainable
life and improve his environmental and social impacts?
• How can the sustainability impacts of Collaborative Consumption
models be strengthened?
• How can the sustainability impacts of Collaborative Consumption
models be measured?
Collaborative Consumption and Sustainability
12. www.scp-centre.org | 12
CC Sustainability and One Planet Living
Our products, consumption and lifestyles have a
footprint:
EnergyWater
Energy
Waste Overloaded
Traffic
Social
impactsWe consume
as if we had 3
Planets
CO2
13. www.scp-centre.org | 13
…but we can also leave a positive handprint:
Assessing
Sustainable
Added
Value:
Well-being
Social
Progress
Usage
benefits
Ecosystem
Protection
Individual
Well-being
Community
CC Sustainability and One Planet Living
Value Systems
14. www.scp-centre.org | 14
…how sustainably benefits are delivered to society and their impact.
…linking consumption and production
Index of
Sustainable
One Planet
Living
Well-being
Social
Progress
Usage
benefits
Ecosystem
ProtectionIndividual
Well-being
Community
EnergyWater
Energy CO2
Waste
Land
depletion
Harmful
substances
Social impacts
=
1 Planet
Limit
Understanding the relationship
CC Sustainability and One Planet Living
EnergyWater
Energy
Waste Overloaded
Traffic
Social
impactsCO2
Well-being
Social
Progress
Usage
benefits
Ecosystem
Protection
Individual
Well-being
Community
Value Systems
15. www.scp-centre.org | 15
Raw
Material
Sourcing
Production Logistics Retail Usage Disposal
ValueFootprint
Performance
Safety and
Health
Social
Progress
Materials and
Waste
Energy and
Climate
Water and
Wastewater
Illustrative example only
Sustainability of Products and Services
HOTSPOT
HOTSPOT
HOTSPOT
HOTSPOT
HOTSPOT
HOTSPOT
HOTSPOT
HOTSPOT
16. www.scp-centre.org | 16
Impacts and Values created
How can Collaborative Consumption business models
create values and deliver positive social and
environmental impacts?
• Does cloth-swapping incentivize a lifestyle of increased and
faster consumption – or products of longer longevity and
higher quality?
• Does flat-sharing incentivize more travelling and thus higher
environmental costs – or can it be integrated into holistic
concepts which lead to a more sustainable form of travel?
17. www.scp-centre.org | 17
Impacts and Values created
Car-sharing:
• Car-sharing reduces car ownership (1 shared car replaces
9-13 owned cars)
• The average car-sharing vehicle is more fuel efficient than
the average privately used car -> environmental impact
• When switching to car-sharing, people also reduce the
frequency of using a car and replace it by alternatives
(public transport, bicycle, walking)
• New understanding of ownership: Shared ownership,
access over ownership
• Linking consumption to social interaction
19. www.scp-centre.org | 19
How can collaborative consumption support a
change in Bernd„s daily work as an employee?
What if employees in companies and organisations start
using collaborative consumption options for their daily work,
such as car-sharing, office charing etc.?
• Cloud based Car-pooling app
• Access through: Website, Email, iCal, SMS
• Saving time, money and gasoline
• Reducing CO2 Emissions
• Increase Networking of Employees
• Economic, Environmental and Social Benefits
20. www.scp-centre.org | 20
How can collaborative consumption support a
change in the way Bernd‟s company operates?
Collaborative Consumption is not only limited to end
consumers. It also works B2B.
• Marketplace for sharing equipment and
services with other companies
• Access to equipment instead of
ownership
• Reducing entry barriers to industries
• Efficient use of overcapacity
21. www.scp-centre.org | 21
From Trend to a real Sharing Economy: How to
mainstream Collaborative Consumption?
Which role can larger companies play in spreading
Collaborative Consumption?
22. How can Retailers engage in CC and which
opportunities does this create
for CC-start-ups?
23. www.scp-centre.org | 23
REWE Pro Planet
“With Pro Planet we want to give our
customers a reliable orientation for
sustainably produced products.”
- Alain Caparros
REWE Group Chairman of the
Management Board
Goal
500 Million
“Pro Planet” Items labeled by
end of 2013”
Mainstreaming sustainable products for the mass
market
24. www.scp-centre.org | 24
Raw Material
Energy
Greenhouse Gases
Water Consumption
...
Working Conditions
Social Security
Training / Education
1. Material /
Agric. 2. Production 3. Retail /
Logistics
4. Consumpt. /
End-of-Life
Consumer Health
...
Social
Aspects
(Example)
Hot Spot Analysis
Environ-
mental
Aspects
25. www.scp-centre.org | 25
“Hallo Erde” campaign of REWE Group
Media
Partners
Initiative by
CSCP as Scientific Advisor,
analysing over 300 products on sustainability
26. www.scp-centre.org | 26
A Shifting Business focus from Production to
Social Innovation
‚Sustainable„
Products
Communicating
low-impact
product use
Innovation
After-Sales
Services
Product and
service
innovations
Service-
oriented
business
models
Leadership
for social change
& socially
responsible
business
now future
low
high
Products Lifestyles
DegreeofChange
Systemic change
Radical change
Incremental change
CONSUMPTION
SOCIETY
PRODUCTION
27. www.scp-centre.org | 27
From Trend to a real Sharing Economy: How to
mainstream Collaborative Consumption?
Which Framework conditions do we need to spread
collaborative consumption into all levels of society?
28. www.scp-centre.org | 28
• Home to sharing economy companies such as
Airbnb, TaskRabbit, MeshLabs, Getaround and RelayRides
• Mayor Ed Lee: “Make the city a national hub for the
propagation of smarter ways to cooperate and consume”
• The city wants to partner with resource-sharing focused
businesses to encourage the collaborative consumption
economy.
• Creation of a Sharing Economy Working Group
Bernd moves to San Francisco…
Bernd wants to discover what opportunities the „Sharing City San
Francisco‟ offers to his sustainable lifestyle
29. www.scp-centre.org | 29
“We‟re applying 20th century rules to a 21st century model”
Jay Nath, Chief Innovation Officer of San Francisco
• Adapt Legal and Tax systems:
• Example: Flat sharing (Airbnb): Should people who share their flat
pay the hotel tax of 14% or should there be more incentivizing tax
systems for these business models
• Harmonize infrastructure systems among different cities:
• Example: Parking systems need to be harmonized among cities to
make car-sharing services compatible
• Adapt the regulatory system:
• Example: Flightcar didn‟t receive a permit to operate at San
Francisco International Airport (SFO).
“We‟re applying 20th century rules to a 21st
century model”
30. www.scp-centre.org | 30
Culture&ConsumerValues
Value Systems
Political&Legal
Sustainability Legal Conditions
• Adapting laws &
regulation
Actors
• Insurance Companies
• Finance
• Associations
Political Framework
Conditions
• Adapting tax
systems
• Incentives
• Low-bureaucracy
• Up-scaling of CC-
start-ups
• Identifying successful
business models
• Access & Knowledge
• Internet
• Smart Phones
• Reputation mechanisms
Technology
Framework Conditions for the Sharing
Economy
Business & Technology
• Connecting CC to
public services
• Parking systems
• …
• …
Infrastructure
• Trust & Reputation
• Responsibility
• Value of ownership/
Products as Identity
• Strengthening
sustainability aspects
• Measuring
sustainability impact
Economical FactorsOther
31. www.scp-centre.org | 31
Framework Conditions for the Sharing
Economy
Join us! Participate in our study or send us your
comments and ideas for the top 20 framework
conditions!
32. Thank you for your attention!
Michael.kuhndt@scp-centre.org
Collaborating Centre on Sustainable
Consumption and Production
www.scp-centre.org
Hinweis der Redaktion
Water habeichdringelassen, weil der wasserverbrauch in der Produktiondurch CC auchreduziertwerdenkann;Overloaded traffic wäre “social footprint”;
Du könntesthierauchfolgende die CC Problematikansprechen: Wofürwird das Geld ausgegeben, was man durch sharing spart? DurchmehrKonsum in anderenBereichen, durch CO2 intensive Urlaube?
Der erstePunktistvielleichtzukritisch. Aberesgibtleiderauchviele CC Modelle, die eigentlichzuschnelleremKonsum und kürzerenNutzungsphasenführen. Aber der positive Aspekt, welcherwiederumgenanntwerdenkann, istdass die Produktelanglebigerseinmüssen (wennsie oft den Besitzerwechseln) und auchhäufigauchnachhaltige/regionaleProduktiongeachtetwird. Oder auchwenn man Cloth-swapping mittextilhandelsunternehmenverbindet, überwiegen die positiven impacts.ZweiterPunkt: Hierkannst Du zurückverweisen auf die Tabelle in Folie 16. Man muss sichgenau die positiven und negativen hot spots anschauen und dannanalysieren, welchePotenzialesichergeben. ZumBeispielverbindung von Airbnbmit Deutsche Bahn, um beimReisen die Nutzung von Zug anstattflugzeugzufördern, odermit car-sharing in der zielstadt.
http://www.shareable.net/blog/does-carsharing-really-reduce-vehicle-ownershiphttp://gigaom.com/2011/09/06/its-official-car-sharing-reduces-vehicle-ownership/http://www.uitp.org/pdf/factsheet_3e_Umwelt.pdfhttp://pandodaily.com/2013/05/06/should-insurance-companies-just-cover-everyone-for-car-sharing/RelayRidesclaimsthateachsharedcarresults in 14 fewercars on theroad, andthatthosewhodon’towncarstendtodrive 40 percentlessthanthosewho do.
Beispiel SAP Car-sharing App: Wichtig: SAP hat auch die Impacts gemessen. VoraussetzungfürVerbreitungSAP bietet die Software auchanderenUnternehmen an.Cooperation with Nokia: HERE, Nokiaslocation cloud, supports TwoGo’s geographic capabilitiesSince 2011, 8,500 Employees participates, accessing 36,000 carpools, avoiding 400,000 miles, reducing carbon Emissions by 88 tons, networking an additional 2,200 days
- Storyline: Info zu Floow2 und Konzept; ….Sustainability potenzial muss nochweitererkundet und ausgeschöpftwerden.
Implications are for systemic changes.Correlation between level of change and shift from products to lifestyles.
http://www.sfbg.com/2013/03/19/airbnb-isnt-sharinghttp://skift.com/2013/04/30/how-san-francisco-is-working-to-make-airbnb-flightcar-and-the-sharing-economy-legit/Flight car istein car-sharing welches an langzeitparkplätze an Flughäfenangesiedeltsein will, und die Nutzerdortihre Autos zurVerfügungstellenwährendsieimUrlaubsind. Diesesparensichdadurch die Parkgebühr.http://www.sfbg.com/politics/2013/03/28/airbnbs-tax-and-tenant-law-violations-headed-hearings
CSCP is working on the 20 key framework conditions for making a Sustainable Sharing Economy last (from trend to a real economy). The aspects are currently analyzed, based on an international study.Multistakeholder approach in welchem das CSCP mitunterschiedlichenAkteurenaus der Sharing Economy alsauchmit “normalenUnternehmen (z.B.Rewe) zusammenarbeitenwird.- Verschiedene der conditions bereitetsich die sharing economy selbst, wiezumBeispiel Finance
