1. 1 Introduction to Applied EcoDesign Prof. Dr. Ir. Ab Stevels, M.A, h.c. Chair of Applied EcoDesign Design for Sustainability Dept. Design Engineering, School of Industrial Design Delft University of Technology stevels@xs4all.nl

2. 2 Outline What is EcoDesign? Position of Applied EcoDesign in the Business Value chains, enablers, divers Conclusions

3. 3 What is EcoDesign? EcoDesign is an activity aiming at minimization of environmental impact of products and services (P&S), over their complete life cycle. Activity = “design” but also design organization Studying drivers Mobilizing enablers

4. 4 Design Process Market Material needs Immaterial aspects Experience Self expression/cultural value Value Chain Brand Image Trade Add on Services Networks DESIGN Synthesis to Product Designs/Prototyping Enablers from technology Materials Mechanics Electronics Software System Management Supply Chain Manufacturability Time to market Reuse, recycling Functionality Analysis Physical Economic Immaterial Emotional Design Result Performance measurement Market communication Sales

5. 5 The Life Cycle of P & S Focal areas through the life cycle: energy, materials, packaging and transport, chemical content, reuse Raw Materials Mining Processing into Materials Processing into components Assembly into P & S Distribution & Sales Use Mining Raw Materials Mining

6. 6 A Short History of EcoDesign Design Rules, Manuals Industry Time Scale 1990 - 1995 Academia Tool Development Life Cycle Thinking Stakeholders New EcoDesign Paradigm Technical Implementation Business Integration EcoDesign for Compliance Design for EcoValue Eco through Technology Eco through System Organization PROACTIVEDEFENSIVE 1995 - 2000 2000 - 2005 2005 - APPLIED ECODESIGN

7. 7 Position of Applied EcoDesign in the Business Design for EcoDesign Design for X Functionality (minimization of X = energy minimization (value in the shop) impact over life-cycle = dematerialization = minimizing packaging and transport = chemical content reduction = recycling A lot of products are bought on basis of fashion, not on basis of functionality!

8. 8 Design for functionality Real function: transport, pictures,….. (physics) Design for Cost of ownership (economic) functionality Convenience, fun (intangible) Feel good, quality of life (emotion)

9. 9 EcoDesign Minimization of life cycle impact Energy EcoDesignMaterials Packaging & Transport Chemical Substances, Potential Toxicity Durability, Recyclability

10. 10 Example Design for X Recuperation of resources Design for Amount of resources saved Recycling Purity/level of reapplication Toxic control of left over

11. 11 Design for functionality Embodiments always require certain physics, chemistry, ….. A lot of the environmental load already fixed!! Functionality analysis to be done before (re)design: What are the real functions needed and what physics is needed to realize this Real functions includes intangibles and emotions Alternative physics to be applied (example Liquid Crystal Display instead of Cathode Ray Tube, LED lighting instead of gas discharge)

12. 12 Applied EcoDesign Is subject to functionality, requirements and limits of physics, chemistry etc. Minimization of impact implies compromises between the design area’s EcoDesigners are Designers but “Design organizers” as well: bring disciplines and business functions together. Result: you do better in green; you do not save the world

13. 13 EcoDesigners operate in a “green circle” GREEN Resources/ Emissions SOCIETY Compliance Profit Image/ Profit COMPANY Strategy Energy/ Material DESIGN End-of-life Know-how/ Metrics ENGINEERING Validation Profit Price/ Function CUSTOMERS Emotion Cost/ Ease of operation BUSINESS Time to Market

14. 14 EcoDesigners operate in an Internal Value Chain Strategy Management SuppliersCustomer Product management DevelopmentMarketing ProductionSales PurchasingLogistics

15. 15 EcoDesigners operate in an External Value Chain Science Technology Financial community Consumers Unions NGO’s ELECTRONICS INDUSTRY Governments Suppliers Voters Customers

16. 16 Enablers: Science and Technology Smart products IT, electro mechanics, LCD application Energy saving IC development, miniaturization Material application lighter, stronger, faster, … Potential toxics/ substitution: Lead-free solder, halogen free flame-retardants End-of-life processing technology Automated disassembly, improved shredding and separation Cleaner production CFC elimination, gas assisted molding

17. 17 Reduction of environmental impact of production (utilities, materials, “unwanted output”) Contribution to EcoDesign Reuse of materials, components Take-back in turn Enablers: Suppliers

18. 18 Enablers: Money Sell more through “green” Cost reduction production: utilities products: less materials, packaging, transport, potential toxics, lower disassembly time Green investment: industrial, infrastructure transformation

19. 19 Visible and hidden environmental costs VisibleInvisible (hidden) sewage water cleaning exhaust gas cleaning solid waste environmental department energy, water, gas investment, depreciation development suppliers transport to sales (user: utilities) (user: end-of-life) Environmental costs are on the increase

20. 20 Drivers: Private Consumers Increase of awareness is global Variety of opinions, priorities Price, functionality, service stay on top in purchasing decisions "Green" may be tiebreaker, green requirements generally vague Many believe consumer organizations, green organizations Many distrust government's green policies, green claims by industry

21. 21 Seven archetypes of environmental consumer orientation Average percentage in Northern Europe Environmentally Engaged (E.E.)15 Environmental optimists (E.O.)15 Disorientated Consumers (D.C.) 15 Environment too Complicated (E.C.)15 Environment Pessimists (E.P.) 15 Growth Optimists (G.O.) 10 Enjoy Life (E.L.) 17

22. 22 Drivers: Industrial customers Most have global business green requirements Many now have green requirements list Want suppliers to contribute to their success Are knowledgeable in the field

23. 23 Drivers: Government, institutional purchasing Green requirements mostly driven by national situation legislation Strong driving force Juridical limitations Free trade aspects

24. 24 Drivers: Legislation, regulation Producers ’ responsibility principle Bans on Environmentally relevant substances Laws for Packaging recycling Take-back recycling of discarded products Energy labeling, Eco-labeling Directives for EcoDesign

25. 25 Drivers: Environmental laws Example: EU Directives in place WEEE (Recycling of Waste of Electric and Electronic substances) ROHS (Restriction of Hazardous substances) EuP ((EcoDesign of) Energy using Products)

26. 26 Many problems in implementation of the Directives Transposition into National Law Implementation rules (organizational, technical) Monitoring of compliance Enforcement

27. 27 Drivers: NGO’s, Consumer Conservation of resources Emission reduction Control of potential toxicity Protection of consumers, lower costs of ownership promoting labeling etc.

28. 28 Conclusions In Applied EcoDesign Functionality Issues prevail EcoDesign can contribute a lot! Analysis of Functionality to be realized and of Enablers and Drivers is of great help for EcoDesigners