Governance Title Budge t Sustainable Lifestyles Overview of WBCSD Program UNECE Genève December 2015
Governance
Title
Budget
Sustainable LifestylesOverview of WBCSD Program
UNECE Genève December 2015
SustainableLifestylesSocietalMust-HaveUnderstanding theworld thatweneed tocreate, technically, practically andemotionally,ifcompanies aretooffer sustainable aspirational lifestyles totheircustomers.Data.Innovation. Engagement.
SustainableLifestyles
Transparencyonfootprintofconsumption
Corework
program
Must-Have
Ratio
nale
Sustainableproductsandservices
Empower&motivateconsumers
DevelopingMetrics
• GobeyondLCA, investigatingLifestylefootprintstoshowtheimpact hotspotsthatbusinessneedstofocusitseffortsonandwhichleversitneedstopull.
PrototypingInnovations
• Usecompanycollaborationonspecific lifestylehotspotstofasttrackinnovationsthatmeasurablyenablemoresustainablelifestyles.
Isolatehotspotsandimpactorigins(e.g.embedded,behaviour), inorderto:
• Informandimprovedecision-making• Guideinnovationpriorities(product
design,businessmodel,behaviourchange)
Understandingpeople’sneeds,preferencesanddecisions.
Startashiftinaspirationsothat itisnotinconflict withmoresustainablelivingandprovidecompanies withaplaybooktohelpthemsupportthis.Focusresearchonunderstandingbetter/smarter/healthier lifestyles.
Inspiring engagement
• Createanaspirational lifestylenarrativethat inspirespeopletoengagewithsustainable lifestyle-enablingsolutions.
SustainableLifestyles ClusterUpdate
If9billionpeoplearetolivewell,withinplanetaryboundaries,wewillneedtogobeyondproductimprovementsalone– wemustexplorenewwaysofenablingourlifestyles.Wehavetotakeabroaderperspective,consideringtransformationofnot just products,butofrelatedinfrastructure,
SustainableLifestylesisSustainableDevelopmentThisprojectisaboutusingtheinnovationpowerofbusinesstoenableandinspiremoresustainablelifestyles
SustainableLifestyles
technologybusinessmodelsandindividualbehaviours too. Businesscanuse itsinnovative
powerto inspireandenablemoresustainablelifestyles.WBCSD’sSustainableLifestyleswork
willfocusonbuildingapipelineofsustainablelifestyleenablingproductsandservices.Wewillalsoexplorehowtoengageandinspireindividualstoadoptthenewsolutionsthataredeveloped.
TitleKeynumbers
Morefood35%
Morewater
Moreenergy
50%
40%
Session informationSessionadditionalinformation
Session informationSessionadditionalinformation
By2030,Therewillbe3billionmoremiddle
classconsumers,requiring
66
VII. 2015 WORKING GROUP PARTICIPANTS
ClusterUpdateSustainableLifestyles
WorkingGroupMembers
ResearchandReports
ClusterUpdateSustainableLifestyles
2015ACHIEVEMENTS:CLEARERCHALLENGE§ Abaselineofconsumptionchallengesinemergingmarkets
§ Clearindication thatfootprintsaresimilaracrossmiddleclassconsumersglobally
§ Framedchallengeinglobally relevantway– whatarethepathwaysto8,000kgliving?
ClusterUpdateSustainableLifestyles
ClusterUpdateSustainableLifestyles
2015ACHIEVEMENTS:WIDERCOLLABORATION§ Exploringlifestyleopportunitiesoverproductimprovementswasfreshandengaging
§ Uncoveredkeythemesthatcandriveengagement insolutions inemergingmarkets
§ Establishedapartnership thatwillmakecollaborativeopportunitydevelopment
possible– thisisaviableinnovationpathwaytoenablesustainablelifestyles
ClusterUpdateSustainableLifestyles
2015ACHIEVEMENTS:EXCITINGNEWNARRATIVE§ Aspiration is‘westernizing’globally(e.g.diet);stuckin1950sidealofbigger/faster
§ Millennialsarechanging this tohealthier/smarter/personallyandsociallyrewarding
§ Aspirationsandbehavioursarelockedinatmultiplepoints– wecannotengage
peopleinmoresustainable solutionswithouttacklingaspirationmoregenerally
U.S. lifestyle Footprint
ConsultantWashington, DC
Food & nutritionThe homeHousehold goodsMobilityLeisureOthers
Jessica’s footprint, 56,800 kg/a,is 3 times the average Chinese footprint.
She avoids red meat but has dairy and coffee everyday. She usually buys cruelty-free poultry and eggs. Her food consumption is below the US average.
Her home is110 m2 and she personally consumes 4,200 kWh of electricity per year, besides the energy needed for heating. She aspires to decrease her carbon and waste footprints.
She usually buys 8 pieces of clothing and 3 pairs of shoes per year, which she likes to share with friends.
Public transport, cycling and walking are her main means of transportation, although she does use the car once a week. Jessica travels at least once a year abroad by plane. When traveling regionally, she usually takes the train.
Jessica has a dog and a cat. She alsoenjoys a lively social life and loves to travel and go barbecuing with friends on weekends.
Jessica’s Footprint Sustainable Level
60,000
50,000
40,000
30,000
20,000
10,000
0
DevelopingMetricsUsingan8,000kglifestyleasagoal
willencouagethedevelopmentof
commerciallyviablesustainable
lifestyleopportunitiesand
competitiveadvantage.
tobeledbyWBCSD
LifestyleFootprints
withCSCP,GlobalFootprint Network
Session information
ClusterUpdateSustainableLifestyles
KellyWashingtonDCUSA
LifestyleFootprint
2016GOALS1. InvestigateUSFootprints
2. Dig1leveldeepertobetterunderstandeachcategory(Food,Mobility,Home,HouseholdGoods)
3. Automatesimplifiedtool
PrototypingInnovationsInvestigatinghowcurrentproduct
lines,incombinationwithother
productsandservices,canenable
sustainablelifestyles,willreveal
newopportunitiesforinnovation.
ledbyWhirlpool, drivenbymembers
�
8,000kglivinginTheReNEWWHouse
withsupport fromWBCSD&PwC
Session information
ClusterUpdateSustainableLifestyles
2016GOALS1. Member-ledproduct,service
&beheaviourinvestigationsatReNEWWHouse
2. MeasurelifestylemadepossiblebyReNEWWHouse
3. Exploreemergingmarketop.
InspiringEngagementPresentaspirationthroughalensof
smarter,healthier,andpersonally
andsociallyrewarding,creatingthe
contextforinspirationalinnovative
productsandservices.
tobeledbyHavas
�
RedefiningtheGoodLife
withsupport fromWBCSD
Session information
ClusterUpdateSustainableLifestyles
2016GOALS1. Codifyanewvisionand
narrativewhereaspirationisinlinewithsustainableliving
2. Testplaybookincommuni-cations(asappropriate)
3. Publishplaybookversion1
Governance
Title
Budget
JulianHill-LandoltDirector,SustainableLifestyles
[email protected]+41791751988