The Problem to Solve
Population increase since 1970
69%
decline in wildlife
TASK
can’t manage what you can’t measure”
W. Edwards Deming
It’s not easy being green . . .
TASK:
the top
things society can do to mitigate climate change
What does this mean for me?
Task:
• Name a species endangered in your area?
• Name an extinct species in your area?
• Name an edible species in your area?
• Name one ecological challenge in your area?
~16% of UK endangered species are caused by tourism & recreation
SO WHAT CAN I DO?
GROWTH GROWTH GROWTH
“Growth for the sake of growth is the ideology of the cancer cell.”
Edward Abbey
THE GROWTH PARADOX PIZZA
TAKE MARKET SHARE
EFFIENCIES
If we succeed in sustainability or when we also succeed in business
/ Kasper Rorsted, AdidasDESIREABILITY
FEASABILITY SUSTAINABILITY
VIABILITY
DESIREABILITY
ACTION ADVOCACY
Brand Attractiveness
Willingness to Pay for Sustainability
Choose Uber Green to have good karma because it costs less
For once, the ecological choice is also the most economical
When your marketing campaign solves a problem, you earn the right to be a part of peoples lives”
Alain Lin, Saatchi & Saatchi, New York
SUSTAINABILITY
WASTE
HOW MIGHT WE . . .
ELIMINATE IT 100%
REDUCE ITS WASTE up to 90% MAKE IT LAST LONGER up to 60%
CHANGE THE USERS BEHAVIOUR up to 50%
WHERE, WHO, AND HOW IS IT MADE? up to 30%
CHANGE WHAT ITS MADE FROM up to 25%
CHANGE THE SYSTEM?
RECYCLE IT up to 20% OFFSET IT . . . . .
3.7%
Of global greenhouse gas emissions come from our devices, the internet, and the systems supporting them.
Source / The Shift Project
On average - clothes are only worn
times before being thrown out
Source / The circular fashion report
waste reduction years reduction in energy
BIOMIMICRY
Nature balances its systems
Nature likes to collaborateHOW WOULD NATURE DO THIS?
SYSTEMS THINKING
System Thinking
FRUGAL INNOVATION
REGENERATIVE DESIGN
SUSTAINABLE DESIGN HISTORY
FUTURES
SUMMARY
• Measure and Improve
• Action
• Data
Advocacy
Common Sense
• The growth paradox
Myths
• Win Win Win
Sustainable Innovation
• Desirability
• Waste
• Biomimicry
• Systems Thinking
• Frugal Innovation
• Regenerative Design
• Futures
Pretend to be an endangered animal
Q&A
Bibliography
• WWF living planet report: https://www.wwf.org.uk/sites/default/files/2022-10/lpr_2022_full_report.pdf
• Footprint Network
• https://www.theguardian.com/environment/2022/aug/16/most-damaging-farm-products-organic-pasture-fed-beef-lamb
• https://www.drawdown.org/solutions/table-of-solutions
• Manufacturing sustainability: Identifying and eliminating waste - https://www.youtube.com/watch?v=-aDFKeAcxQQ
• https://falling-walls.com/discover/videos/how-industrial-sustainability-can-drive-economic-growth/
• United in Science Report: https://public.wmo.int/en/resources/united_in_science
Organic pasture fed beed
EXAMPLE – Making a cup of tea
What can you do right now
How to measure your change?
Kg reduced?
CoVid19 – Have you rebuilt back better?
- You don’t chop down a tree that’s been growing for 100 years - you let it keep growing - do the same for clothes
- Write a book about the environmental impacts of a book - the benefits vs the impacts. This is a carbon neutral book . . .
Who am I
Chris is an expert in sustainable design and strategy. After starting his career in North Wales, he has spent the last 12 years finding ways to solve this sustainable growth contradiction – from electric vehicles at Jaguar Land Rover to recyclable outdoor equipment at Salomon. Chris will guide you through tools, techniques, inspiration, and examples to help you find ways to have a successful business whose growth can also benefit our environment and society.