1. JUST
THE FACTS
ncy
ct Transpare
F ull Produ EPDs
with

2. JUST THE FACTS 2
MOVING ON FROM THE
‘CSR DECADE’

3. JUST THE FACTS
Old New
_Doing good _Competitive advantage
_And telling about it _Embedded communications
_Nice to have _Core (product)
_Stories _Performance

4. JUST THE FACTS
Old New
_CSR _Sustainability
_Corporate _Product
_Responsibility _Transparency
_CSR Report _Product Declarations
_Greenwash, labels _Just the Facts

5. JUST THE FACTS
Transparency can only get bigger

6. JUST THE FACTS
Actually it is the key for corporate reputation
Source: Edelman Trust Barometer 2010

7. JUST THE FACTS
The move to product sustainability already started

8. JUST THE FACTS 8
More geeks,
less geezers

9. JUST THE FACTS 9
MEASURING THE FACTS:
LCAs and EPDs

10. JUST THE FACTS 10
What is a Life Cycle Assessment?

11. JUST THE FACTS 11
Life Cycle Assessment of a physical product
(e.g. glass, hammer)
Life Cycle Assessment of a machine
(e.g. washing machine, air-conditioning)

12. JUST THE FACTS 12
Typical carpet tile LCA
Based on InterfaceFLOR’s Sustainability Index for Heuga 580 with the following assumptions: end of life landfill, no green energy, lifetime 10 years. Interface’s
Sustainability Index is based on LCA using GABI 4 database. GHG emissions, embodied energy and toxicity each account for 1/3 to the overall index.

13. JUST THE FACTS 13
The issue with company
LCAs, is that you can
tweak the assumptions

14. JUST THE FACTS 14
Product Category Rules
LCA PCR EPD
Life Product Environmental
Cycle Category Product
Assessment Rules Declaration

15. JUST THE FACTS 15
EPD stands for:
Environmental Product Declaration
It is a third party validated LCA

16. JUST THE FACTS 16
The Green Standard Organisation refers to it as...
“A single source for finding
scientifically robust and transparent
(...) information about a product’s
environmental performance,
verified by a qualified third party”

17. JUST THE FACTS 17
First of all, here is
what an EPD is not...

18. JUST THE FACTS 18

19. JUST THE FACTS 19
What is found on an Environmental
Product Declaration (EPD)
Construction Renewable
Material Mass (%)
Layer Resources
Total Pile
Polyamide 6 8.9 No No Limited USA
Layer
Carrier Polyester, non woven 3.0 No No Limited Europe
Precoat 30.2
SBR No No Limited Europe
Bonding
Limestone No No Limited Europe
ATH No No Limited Europe
Bitumen No No Limited Europe
SBR No No Limited Europe
Structural Limestone,
Graphlex pre-consumer 65.6 No Yes Abundant Europe
Backing recycled
Glassfleece 0.8 No No Limited Europe
Polypropylene 1.5 No No Limited Europe

20. JUST THE FACTS 20
What is found on an Environmental
Product Declaration (EPD)
Part 1 Part 2 Part 3
Categories Production Delivery and End of life
Units per m2 Use (1 year)
Evaluated Stage installation stage
Primary energy not
(MJ) 163.5 2.5 3.8 -48.8
renewable
Primary energy
(MJ) 7.2 6.7-104 0.3 -0.4
renewable
Greenhouse
(kgC02, - eqv.) 7.8 0.35 0.2 4.2
potential (GWP 100)
Ozone degradation
(kg R11 - eqv.) 6.2-107 -3.0-10-10 4.0-108 -2.6-10-8
potential (ODP)
Acidification potential
(kg S02 - eqv.) 2.6-10-2 1.5-10-3 7.7-10-4 5.1-10-3
(AP)
Nutrification (NP) (kg P04 - eqv.) 4.5-103 2.6010-10-4 9.1-10-5 9.8-10-4
Photochemical (kg ethene - eqv.)
oxidant formation 3.4-10-3 1.3-10-4 6.2-10-5 1.2-10-4
(POCP)

21. JUST THE FACTS 21
FULL TRANSPARENCY AND
MARKETING

22. JUST THE FACTS 22
WHICH ONE
DO YOU
CHOOSE?

23. JUST THE FACTS 23

24. JUST THE FACTS 24
Single benefit claims.
Narrowly correct, misleading
in the big picture.

25. JUST THE FACTS 25
What’s the next
claim? Dolphin
friendly carpet!?!

26. JUST THE FACTS 26
Let’s face it, anyone can
make a label...
the Ecolabel Index listed 377 schemes in 214
countries and 25 industry sectors

27. JUST THE FACTS 27
But the perfect label is one that...
_Is owned by an independent organisation
_Is accredited by a non-affiliated entity
_Uses criteria based on the LCA
_Separates consultants and certifiers
_Adheres to Type III under ISO 14025

28. JUST THE FACTS 28
FULL TRANSPARENCY AND
SUPPLY CHAIN

29. JUST THE FACTS
The 700 questions (very useless) questionnaire
_Do you have an environmental policy?
_Do you sign to the precautionary principle?
_Have you signed to the Global Compact?
_Who is your ISO14001 auditor?

30. JUST THE FACTS 30

31. JUST THE FACTS 31
THE TRANSFORMATIVE
POWER OF EPDs

32. JUST THE FACTS
Yes, there is a green market
_the green market outperformed the US economy as a whole
in 2009 and grew by over 40% from 2004 to 2009 (Mintel)

33. JUST THE FACTS
My mom won’t choose a product based on an EPD
_Not all consumers are the same
_Segmentation

34. JUST THE FACTS
Retailers as editors of choice

35. JUST THE FACTS
Governments making informed decisions
_Based on full LCA information
_Tax exemptions
_Regulations
_Performance standards

36. JUST THE FACTS
Example of the car industry
_What is the biggest issue?
_Energy at use = gCO2/km
_European-wide goals for the industry on gCO2/km
_Mandatory on advertising
_Low gCO2/km have exemptions eg parking, congestion
charge
_Company cars pay more tax if more gCO2/km

37. JUST THE FACTS
Commoditising sustainability

38. JUST THE FACTS
109 gCO2/km

39. JUST THE FACTS
Transparency will force businesses to compete…
on what matters and on what they’re good at.

40. JUST THE FACTS 40
SOCIAL PRODUCT
DECLARATIONS

41. JUST THE FACTS
The SPD of the food industry

42. JUST THE FACTS
Figuring out your sector Social Product Declaration
_What is the key issue in the sector?
_Can we measure it? (kg, litres, number of people, etc)
_Can we define the functional unit at product / service?
_Industry and stakeholders to agree on PCR

43. JUST THE FACTS
Is it expensive?
_Less than the BRE profiles
_Much less than a typical corporate reporting process
_Less than the sum of (not extremely useful) labels,
certificates, etc

44. JUST THE FACTS
Thanks for your patience!
_Ramon Arratia
_Sustainability Director
_InterfaceFLOR EMEAI
_Mobile +44 77366 58399
_ramon.arratia@interfaceflor.eu
_www.interfaceflor.eu
_BLOG http://www.interfaceflorcutthefluff.com/
_http://twitter.com/RamonArratia
_Download this presentation @ scribd.com/RamonArratia