1. People Lifestyle and Sustainable
Development in Coventry, UK
Application for International MBA, Question G
IE Business School
1
2. Proprietary and strictly confidential
Introduction: The question from IE
Question G:
Do you think that the lifestyle of the inhabitants of your town or city reflects
behaviour that is in line with the concept of sustainable development? In your
opinion, what should be improved?
► By comparison to Newcastle or Yokohama where I have lived, I believe the behaviour of
the inhabitants of Coventry is not compatible with sustainable development.
► But are they able to? How easily can one “behave sustainably” in Coventry?
People’s lifestyle and attitude towards sustainability is driven by their environment.
How could we improve the city environment and thus the behaviour of its inhabitants?
2
3. Proprietary and strictly confidential
Why did I choose this question?
My career path:
► 9 years experience in the automotive industry
► Strong interest in sustainable development
This is why I now work as a Programme Manager in a company specialised in batteries
for electric and hybrid vehicles.
My lifestyle:
► Moved to Coventry in October 2011
► Day-to-day life strongly influenced by “sustainability”:
► Cyclist and public transport user, not a car owner
► Volunteer in nature conservation programmes since 2006
I will focus in this presentation on one major aspect of sustainability: transports.
3
5. Proprietary and strictly confidential
Coventry in the Past
Coventry is historically the motor city in the UK.
► Birth city of Daimler, Triumph, Humber, Riley
► Once home to a major Peugeot plant
► Home to LTI, famous for its London Taxis
► HQ of Jaguar Land Rover
5
This history heavily influences the present Coventry.
6. Proprietary and strictly confidential
Coventry Now
City’s economy heavily hit by the 1980-1990 crisis:
► Decline of automotive industry
► Buildings and infrastructures dating back from 1960-1970s “Golden Age”.
As such, not a model of sustainable development:
► Energy-inefficient buildings
► City layout devised with cars first in mind
► Public transport infrastructure very impractical for users.
6
Daily scene in the Ring Road View of the city centre and its 24 parking lots
7. Proprietary and strictly confidential
Coventry City Current Layout
7
The city is surrounded by the “ring road”.
The train station is far
from the centre
How can I access the city centre?
9. Proprietary and strictly confidential
Focusing sustainable development
9
Due to the city limited resources, my proposal is to focus on a few priorities.
► Circles of sustainability are widely used to identify the main areas of sustainability.
In which area could Coventry dramatically improve its sustainability?
Melbourne’s circles of sustainability
http://en.wikipedia.org/wiki/Circles_of_Sustainability
10. Proprietary and strictly confidential
Which sustainable development for Coventry?
10
All this can happen only:
► With political leadership & funds
► With involvement of the community
3 areas of focus for Coventry:
1. Using car experience: pole of excellence
for sustainable transport,
2. Improving housing & other buildings
3. Making city layout “sustainability-friendly”
11. Proprietary and strictly confidential
Focus #1: A pole of Excellence for Sustainable Transport
11
Key resources are
already in Coventry
Academics
+ numerous start-ups
on campuses
World-class
Car
manufacturers
And examples prove sustainable ways are possible!
http://www.bbc.co.uk/news/uk-england-
coventry-warwickshire-18420557
12. Proprietary and strictly confidential
Focus #2: Sustainable housing
Some data:
► Housing accounts for 1/3 of energy
consumption.
► 25% of households in Coventry suffer from fuel
poverty (people without enough resource to
adequately warm their house).
The key equation:
In Coventry, focus on deprived suburbs:
► Old social housings & terraced houses
Thermal images clearly highlights where the
efforts should be concentrated.
12
Better house isolation
= Less energy usage = Savings!
13. Proprietary and strictly confidential
Focus #3: Existing efforts for a sustainable infrastructure
Current situation:
► Many old buildings in the city centre
► The ring road prevents access in the city centre other than by car.
Idea already under way: Re-develop the city-centre
13
Broad-Gate, the main city plaza, is now pedestrian only.
No more cars, and the bus station is nearby.
14. Proprietary and strictly confidential
Focus #3: Future efforts for a sustainable infrastructure
But the re-development is now going on in a different direction:
Likely outcome:
► No solution to accessibility problem: the local population still cannot come.
► No new local job created: there are already too many vacant shops!
14
Not a sustainable development.
Shall we think again about this plan?
Further re-development plans include:
► More shops
► Brand-new 1,200 parking spaces
15. Proprietary and strictly confidential
Focus #3: Sustainable infrastructure, more ideas.
Better idea for re-development: Re-think the access to the city centre
1. Idea #1: Make the city centre truly pedestrian / bicycle and bus friendly.
Other cities have done it, and it is not that expensive.
15
Cambridge Coventry
Cambridge and Coventry Opencycle maps
Blue and red lines are local and national cycle paths
16. Proprietary and strictly confidential
Focus #3: Sustainable infrastructure, more ideas.
Better idea for re-development: Re-think the access to the city centre
2. Integrate the train station in the city centre with free buses in and out of the city centre
circle.
3. Rather than shops, build affordable housings in the city centre.
This will create activity, improve safety, and generate business for shops.
16
17. Making it happen
Change political and people’s behaviours
Align major actors to move forward
17
18. Proprietary and strictly confidential
Nothing can happen without a strong
political will:
► To provide direction and focus
► To gather public funds (city, government, EU)
What we need first: Political Will
18
Question at the Coventry Council House
A more lively and attractive city centre:
► Less crime
► Properties have higher values
► More housing tax
Fits with the 4 target sectors for job creation
defined by the council:
► Advanced Engineering
► Low Carbon Vehicles
► Intelligent Transport Systems
► Digital Technology
But why would we invest in this idea? Answer: because it is good for the council!
19. Proprietary and strictly confidential
What we need also: Community Involvement
Community aware of benefits ⇒ Community actively involved!
► A communication plan must be defined.
What message?
► More fuel-efficient houses = cheaper energy bills.
► Proud to have a more attractive city centre for everyone.
► Prospect of job creations.
How?
► Educate children to sustainability in their local schools.
► Educate grown-ups to sustainability: why not at the Coventry Transport Museum.
► Educate people in deprived areas how to save money with sustainability.
19
Education!
20. Proprietary and strictly confidential
Private sector funding:
► Involve major companies: automotive, electricity…
For example, the RETA alliance is Coventry-based.
► Secure funds for innovative start-ups via the UK
Technology Strategy Board.
Public sector funding:
► Local, national and European
Lastly but most importantly, what we need is… funds!
With political will and community support, plans can be put forward to secure funds:
20
21. Proprietary and strictly confidential
Conclusion
Do you think that the lifestyle of the inhabitants of your town or city reflects behaviour
that is in line with the concept of sustainable development? In your opinion, what
should be improved?
Currently, the inhabitants of Coventry do not have a behaviour in line with the concept of
sustainable development but they are able to!
► Already, the city centre is more pedestrian friendly.
However, further opportunities for improvement exist:
► Sustainable public transport,
► Sustainable energy-efficient housing,
► Sustainable pedestrian-friendly city centre.
Through political will, community support and with funds, the city could dramatically
improve the lifestyle of its inhabitants.
21
22. Proprietary and strictly confidential
Resources and links
More resources:
► Coventry Partnership, Sustainable Community Strategy:
http://www.coventrypartnership.com/scs
► Wikipedia, Circles of Sustainability:
http://en.wikipedia.org/wiki/Circles_of_Sustainability
► RETA: http://www.reta.uk.com/
22
