Wool and its Wonder

WOOL and its WONDER 9 May 2013

Presentation at Green Drinks China Monthly Sustainability Forum

1) INTRODUCTION

2) WHY IS WOOL SO WONDERFUL?

3) GETTING AWAY FROM A CONSUMER ORIENTED SOCIETY AND THE 1 DOLLAR SHOP

4) RENEWABLE BUT IS IT SUSTAINABLE?

5) INSISTING ON GOOD PRACTICE AS A BUYER ANYWHERE ALONG THE SUPPLY CHAIN

6) WHY IS WOOL SO WONDERFUL?

2) WHY IS WOOL WONDERFUL?

• BREATHABLE

• MULTI-CLIMATIC

• DURABLE

• SAFE

• FIRE RETARDANT

• ANTI-ALLERGENIC

• NATURAL AND RENEWABLE

• BIODEGRADABLE

• EASY CARE

….SO

• WOOL DOES SAVE ENERGY – INSULATIVE PROPERTIES

• WOOL COULD ALLOW US TO CONSUME LESS – MICROCLIMATE CHARACTER ALLOWS PRODUCTION OF MULTISEASONAL FABRICS

• WOOL DOES SAVE ENERGY – WASH LESS – WOOL IS DIRT AND ODOUR RESISTANT

• WOOL LCA (LIFE CYCLE ANALYSIS) IS REDUCED – BIODGRADABLE – DECOMPOSES MORE QUICKLY WHEN COMPARED TO OTHER FIBRES

• WOOL PRODUCES A GREAT BY-PRODUCT IN THE FORM OF LANOLIN

AND YET PEOPLE STILL DON’T BUY IT?!!!

3) GETTING AWAY FROM CONSUMER ORIENTED SOCIETY AND $1 SHOPS

…THE CONSUMER NEEDS A STORY

SUSTAINABILITY

Defn. 1) WORLD COMMISSION ON ENVIRONMENT AND DEVELOPMENT

Sustainability is to meet the needs of the present without compromising the ability of future generations to meet their own needs.

…THE CONSUMER NEEDS A STORY

SUSTAINABILITY?

Defn. 2) THE UNION OF CESERVATION SCIENTISTS (IUCN) UNITED NATIONS ENVIROMENT PROGRAMME (UNEP)

Sustainability is improving the quality of human life while living within the carrying capacity of the Earth’s supporting eco-systems

…THE CONSUMER NEEDS A STORY

SUSTAINABILITY

Defn.3) PAUL HAWKEN (ENVIROMENTALIST, JOURNALIST, AUTHOR AND ENTREPRENEUR)

Sustainability is about stabilizing the currently disruptive relationship between earth’s two most complex systems - human culture and the living world.

5) INSISTING ON GOOD PRACTICE AS A BUYER ANYWHERE ALONG THE SUPPLY CHAIN

• Buying from accredited mills and working with accredited vendors

• Bluesign, Oekotex anD EMAS

• Ensure the wool being bought is from “good practise” farms

• Protect animals• Protect the land• Check the supply chain

…..BUT WHAT INSENTIVE IS THERE FOR THE SUPPLY CHAIN TO REACT?

• DEMAND FROM THE END CONSUMER MUST BE THERE!

• ACHIEVED THROUGH EDUCATION

INITIATIVES

• CAMPAIGN FOR WOOL

• MARKETING

After years of rampant consumerism, active and informed consumers are insisting on greater integrity and authenticity in the products they buy.

I FEEL RESPONSIBLE AS AN INTEGRAL PART OF THE SUPPLY CHAIN TO ENCOURAGE THIS.

THANK YOU

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