4. Largest retailer in the
Known for ruthless
exploitation of natural
Public Enemy No. 1 for
a generation of
activists and reformers
5. Wind of Change
Announced plans in 2006 to rebuild
the company with 3 major goals:
~ To use 100% renewable energy
~ To achieve zero waste
~ To sell only products that benefit
across the global supply chain
9. Goal No. 2
Serious about waste….
“Our goal is to create zero waste.
We’re working toward a day when there
will be no landfills containing our
In 2011, our Walmart U.S. operations
prevented more than 80% of store
waste from going to landfills.”
Walmart Global Sustainability Report, 2012
11. Goal No. 3
All products to be
sustainably produced –
by far the most
Can it be ever achieved?
12. One example – fishery products
Over the past half century, demand for
seafood has increased five-fold.
An estimated 75% of the world’s fisheries
are at or beyond sustainable limits.
13. Sustainable Fishing
Since 2007, Walmart requires all seafood
suppliers to become third-party certified
as sustainable using Marine
Stewardship Council (MSC),
Best Aquaculture Practices (BAP) or
As of Jan 2012, 76% of fishery products
sold at Walmart were sustainably
14. Still a long way to go,
but it’s already impacting on
all its suppliers worldwide,
including those in China.
Made its fortune
total disregard for
But things are changing,
and changing fast….
16. Nike wants to sell shoes, a lot of shoes…
But it also asks:
What should go into the shoe?
How to minimize its impact on the environment?
What materials should be used?
How to manufacture the shoe so that it can be
easily disassembled and recycled?
What happens when the shoe’s useful life ends?
How to regain the discarded shoes from the
17. Nike’s Considered Design
A systematic effort to minimize environmental
impact by reducing waste throughout the
design and development process, using
environmentally preferred materials and
The long-term goal is to design products that
are fully closed loop: using the fewest possible
materials and designed for easy disassembly,
while allowing them to be recycled into new
product or safely returned to nature at the end
of their life.
18. Nike’s vision
Design for recycling
Consumers bring their products back to
us to be recycled into new products
Waste that cannot be eliminated is
Product is less reliant on oil and water
We all step lighter, faster into a future
low-carbon sustainable economy
19. Nike’s new design approach
Pegasus – Nike’s best-selling running
shoe – is a product of Considered Design:
13% lighter with an 83% recyclable sole.
Applied to all shoes 2011
To all apparel 2015
To everything 2020
20. Nike has become a master
It is always asking:
Can we reuse, recycle, repurpose,
this input or output?
Classic example: Nike Grind
23. How many shoes does it take to
make a Nike Grind surface?
Outdoor basketball court: 2,500 pairs
Outdoor tennis court: 2,500 pairs
Playground: 3,500 – 10,000 pairs
Indoor basketball court: 3,500 pairs
Soccer pitch: 50,000 - 75,000 pairs
Running track: 75,000 pairs
24. Walt Disney
Apart from theme
parks, Disney is the
character franchiser –
Donald Duck, Winnie
the Pooh, etc.
25. In 2009 it acquired one
of its competitors,
Marvel Comics (owner
of Spiderman, etc), for
US$4 billion to
strengthen its position
in the character
This figure shows
how big the business
and the stake are for
26. Who is Disney No.1 customer?
Children, of course!
But what’s wrong children
27. A 2004 UNICEF report revealed that
30% of US children were overweight
and 14% were obese.
And the trends were most worrying.
29. Although Disney did not feel that they
had contributed to this phenomenon,
some of their franchisees certainly did,
including of course McDonald’s.
This is the youngest
person ever to have
weight loss surgery
30. Disney was determined to transform the
eating habits of children to halt the
In 2006, Disney introduced nutritious
Requiring all its franchisees to use kid-
focused products that meet specific limits
on calories, fat, saturated fat and sugar.
31. Imagination Farms was launched to
create an extensive food portfolio
which today offers nutritious options
in key meal categories including fresh
produce, bread, pasta, dairy and baked
36. They returned in 1993 and had been
struggling to find a foothold.
The Indians like their product but resent
their global corporate dominance.
37. Greatest challenge:
Developing the business in the
rural areas where there are
few job opportunities,
little or no electricity,
a huge population that has
embraced wireless technology
How do you sell soft drinks
when there are hardly any
38. The breakthrough….
eKOCool and 5 by 20
eKOCool is a solar-powered
mobile cooler for use in the
villages where there is no
5 by 20 is Coca-Cola’s global
commitment to nurture and
empower 5 million women
entrepreneurs by 2020.
39. Killing three birds
in one stone
as operator of a
mobile phones and
40. The cooler can hold
48 300ml bottles.
Beverages kept in
the cooler overnight
or 4 to 5 hours are
chilled enough for
45. Accenture Development Partnerships
- A Corporate Social Enterprise
The first of its kind
Harness its best people to offer their
expertise to build, strengthen, or scale
up NGOs and social enterprises in
the developing countries
46. How it works
Accenture employees could choose to
work in social projects in developing
countries for 3 to 6 months at half pay.
On completion of the projects, they
return to their original posts, having
gained valuable exposure in fostering
development in challenging and
Half salary of
Half salary for
Access to top
49. Accenture has become a role
model in staff engagement and is
winning the talent war
Many professional firms are
following their example and
devising similar programs
50. Interface Carpet –
the Power of One
All of the previous
examples are household
Here is one which is not
that well known as it is an
However, its impact and
influence is by far the
51. Interface Carpet -
used to be a ‘business as usual’
Turned vinyl and other petroleum
products into carpets
Total dependence on oil industry for
Unsustainable from both business
and environmental points of view
52. In 1994, a customer asked
Chairman Ray Anderson a
friendly is your
53. Ray hasn’t a clue…
In preparing the response,
he came across a book
The Ecology of Commerce
by Paul Hawken, which
shocked him and helped
him to realize that
Interface has been a great
polluter all along and was
utterly unfriendly to the
54. Ray had two options…
Tell the customer
that the company is
friendly but will do
something about it
redesign the whole
to make it totally
55. What would you do if you were
Chairman Ray Anderson who
was the founder and chairman of
the Company but was already
60 years old?
He chose option 2
Committed to pioneer the ‘next industrial
revolution’ and ‘unhooked from the oil
Developed technologies to produce
carpets with recyclable yarns from bio-
based fibers made from corn starch
Pioneered carpet reclamation program –
‘We want your carpets’ – recycling own
and rivals’ carpets
58. The Power of One
Interface has since become
the world’s most
They were a lone pioneer
when they embarked on
It was the Interface
experience which helped
convert Walmart to
formulate their ambitious
goals in 2006
60. What do all these stories have
They are not conventional CSR efforts
They are not charitable acts
They are addressing burning social issues
They leverage core business and core
They turn social issues into business
62. The Necessary Revolution
Capitalism has reached the stage that is
threatening its own existence in terms of
exploitation of the globe’s renewable
63. Business is the solution
Growing realization that ONLY
businesses can, and have the resources,
to tackle the world’s burning social
not governments, or NGOs
or social enterprises
64. Rethinking the purpose of
From maximization of shareholder value
to B corporation
B corporations are for-profit businesses
which use the power of the market to
create social and environmental benefits.
65. Social entrepreneurship has
shown the way
Social entrepreneurs in different parts of the
world have demonstrated that business can
do good and well at the same time,
e.g. Grameen Bank (Nobel Prize winner 2006),
Dialogue in the Dark
66. Technology as a powerful
We could design and make almost any
products we need…. even for the
bottom of the pyramid
A world-famous course offered at
Stanford Design School:
Design for Extreme Affordability
67. Engineers as change agents
Lack of social
Lack of passion
69. Jenny’s insights for engineers
Entrepreneurship – no track record to
Social sensitivity – an orphan touched
Passion – determined, committed,
70. What could you possibly do?
Impact Volunteers ?
Power of One ?
Social Entrepreneurs ?
Social Intrapreneurs ?
Social Change Agents ?
Policy Advocates ?
Social Investors ?
71. Even better…
Think and act as a team
Leverage professional platforms
Leverage business and trade
Become part of a global movement
(Engineers Without Borders,
Engineering for Change, etc)