Posts Tagged ‘Full product transparency’

The beauty about full product transparency is that it gives you the real impact of products on absolute terms, rather than using clever metrics in the denominator. For example, both a small TV and a big TV should report their kgCO2, despite than a big TV is bigger.

Legislation based on full product transparency should also be on absolutes. For example, legislating energy efficiency in TVs should be by absolute kgCO2 or kwh consumption instead of diving that by the size or other metric.

The Germans proposed a scheme to divide the gCO2 of the cars by the weight of the cars. That’s wrong.

According to the MIT, the average fuel efficiency for US vehicles increased by 60 percent between 1980 and 2006. But because cars got bigger (by 26% on average) resulted that the average efficiency only increased by a mere 15%

Politicians: Don’t you get that voluntary industry agreements simply don’t work?

 

During the last months I’ve been lobbying for full product transparency and the band of carpet landfill. Many politicians, especially conservative, have said it would be better to reach voluntary agreements versus imposing new legislation. I am really shocked our politicians have allergy to legislating, in the end it’s their job. Instead they preach about corporate responsibility and voluntary agreements. You can see them having orgasms in their mouth when they talk about the V word: voluntary.

 

Why politicians love voluntary

Why do they love it? Because they don’t have to do any work (industry would do it for them) and then they just show up to sign the agreement with the industry and get in the picture, free PR with no work, no erosion of political capital. They also love the headlines such as: Mayor Boris urges London firms to stamp out waste. You, the politician, appearing to sort out the industry in eyes of the voters and doing so just with words, with no hard work and analysis of what works and what doesn’t, no need to fight people in your party nor in opposition for passing a new bill. Voluntary agreements are a chimera for politicians. But the political class doesn’t understand they are abdicating totally of their responsibilities and therefore making themselves useless and powerless (even more)

 

The problem is that voluntary agreements with industry often represent the minimum common denominator agreement, where every single company is comfortable. It’s a comfort zone agreement and therefore doesn’t stretch. It penalises companies with the technologies, the risk attitude and the willingness to go for higher standards and rewards the laggards.

 

How would the world look like if we had no legislation and all is based on voluntary corporate standards?

 

  • Car companies would decide whether to include a seatbelt
  • We would rely on pubs’ strict voluntary standards for not selling drinks to under 18
  • Restaurants would choose whether they allow to smoke or not on a voluntary basis
  • We would choose how much taxes to pay, appealing to our own responsibility

 

We would become the extreme version of Greece or Russia where legislation is mere guidance and where enforcement is inexistent.

 

The case of the car industry

In 1998, the European Automobile Manufacturers’ Association had agreed to reduce average tailpipe emissions from newly sold cars to 140g/km by 2008. That would have been a 25 per cent reduction. But with no stick or carrot available to galvanise manufacturers into action, they predictably fell well short of that commitment, achieving just a 2.2 per cent reduction between 1998 and 2006. That the EU felt the need for regulation was largely because it had run out of patience with the lack of progress from voluntary industry agreements. There seems little doubt that manufacturers will now meet the EU wide target of 95gCO2/km by 2020. That’s the beauty of the market: tell it what you want to achieve and it will usually find a way to do it.

 

The voluntary mobile phone charger

When working for Vodafone as responsible for global handset recycling, I spent quite an effort in lobbying manufacturers to standardise chargers. It was an unnecessary cost to give a new charger for each new phone and it was a hassle for consumers to find a suitable charger when they forgot theirs at home. Let alone the environmental impact. I wasted three years working for that vision appealing for voluntary responsibility to the mobile phone manufacturers. But a standard charger would create winners and losers (like every single piece of legislation) and of course this would never happen. Until the EU said enough. Then miraculously things started to happened.

 

Corporate responsibility doesn’t work. Because the companies that take more risks and stricter standards often get penalised. The more sustainable companies need proper old school legislation to gain a competitive edge for their stricter standards and new technology. And yes, we want a ban on the landfill of carpet. We have the technology to recycle it. And we cant compete with throwing away for free.

Great initiative to DECC to start accounting for the UK emissions that are already embodied from the  imported goods.

Here are some of my thoughts on consumption-based reporting or what it’s the same: managing the emissions embodied in imported products.

  • Consumption-based emissions reporting should not be done for the sake of it (as an accounting exercise). It should aim at re-designing the flow of imported goods and systems to radically reduce the overall emissions created by a country’s consumption.
  • The key leverage is that many products are designed in the west and manufactured in Asia. Decisions at product design level by a UK product manager could cut dramatically the emissions of making that product in Asia, reducing the imported emissions of the UK (and most importantly, the rest of the world). That design would immediately become a key service that the UK could export. Unfortunately I don’t see much policy thinking on this critical area.
  • Re-designing products is the most effective way of reducing the emissions from the increasingly export-oriented Asian economies. (easier and quicker than subsidising these developing economies to go for renewables).
  • For our products, carpet tiles, around 70% of the total carbon footprint is on the raw materials. Only 10% is production and the rest is transport, end of life and vacuum cleaning. We have been focusing on the last years to reduce our ‘imported embodied’ impacts of the raw materials that we use to make our products.
  • InterfaceFLOR’s latest product, Biosfera Micro, made with 350g of 100% recycled yarn, was redesigned to half the carbon footprint of a normal carpet tile. Embodied carbon reductions are easier to achieve than own direct emissions. See more at http://www.interfaceflor.co.uk/web/sustainability/gobeyond
  • So the key leverage of a product importer, service exporter country like the UK is not in reducing home emissions. It’s in using its people’s brains (their service industry) to reduce the impacts for goods produced in other countries. It’s about coming out with innovations that will substitute high energy intensive materials. Countries that will invest in these technological breakthroughs will get a competitive advantage. Whoever comes with a substitute for steel or cement will have a huge advantage, either company or country.
  • Measuring embodied impacts of products will enable consumption based taxes rather than inputs based taxes such us national or European carbon trading or carbon floor prices. The issue of carbon leakage could also be addressed much easier by taxing finished goods based on their embodied carbon. (since it doesn’t matter where the goods are produced, goods produced internally or imported would face the same tax). That would be the final nail on the coffin for carbon leakage.
  • That would mean taxing physical things based on embodied carbon and taxing energy hungry machines based on their carbon emitted at use level. Taxing things at consumption / product level can be easier than the complex carbon trading mechanisms. It could also enabling tax discounts for products with super-low carbon impacts, if at some point governments are brave enough to consider things such as reduced VAT.
  • It’s rather pointless that governments (eg DEFRA’s clumsy attempts) and retailers embark in doing LCAs for all the products that pass through them. Governments should ask companies to produce LCAs for the products they put on their markets and Retailers such as supermarkets should ask for their suppliers. At the end of the day, the core knowledge is with the producer. And the key to redesign a product to radically have less embodied impact is with the producer.
  • It’s actually neither that complex nor expensive to produce LCAs / EPDs for products. Starting from zero could be £10-15k. In our company we have the competence in-house and it costs us much less.
  • Transparency of embodied impacts (using magic metrics such as gCO2/kg of material or gCO2/m2) could enable transformative regulation at all leves with a changing power equal to what gCO2/km did for the car industry. See magic metric article attached.
  • Rather that supporting ailing high-energy intensive industries, government industrial policy should encourage radical alternatives to those energy intensive materials. IP in these areas could be a critical source of growth in the countries of invention.
  • We should move away from the rather constraining scope 1,2,3 thinking. We should just shift mindsets from direct company and country footprints to product footprints.

I am spending more and more time talking about the transformative power of LCA thinking. How allows radical designs of products cutting carbon by significant amount across the whole value chain as oppose to the 10% (or less) direct impacts companies usually have.

And many people with perhaps a less degree of exposure to LCA usually retort: It’s very difficult to do it if your company has 1,000 of products. How little they know.

Look at what Danone is doing. they are measuring the footprint of 35,000 products!!!

And they are looking at working with companies such as SAP to automatise the process.

The result, more transparency, more trust and will enable radical transformation.

Here about this and more in the PCF forum in Berlin.

I am impressed with this Italian company. They are also focused on LCA as opposed on funny claims and certifications.

Their product target is reducing product carbon footprint by 15% by 2015 against 2008 baseline.

http://www.barillagroup.com/corporate/en/home/responsabilita/ambiente.html

My colleague Melissa Vernon describes in her blog about how LEED is rewarding transparency. See here full entry here

The new LEED Pilot Credit 43: Certified Products can foster the conditions for more of these sought after attributes in the building product marketplace. It’s earned by using products with 3rd party certification of a single attribute or to a multi-attribute standard, and/or products with a 3rd party reviewed Environmental Product Declaration (EPD).

It’s a good first from the US GBC but they are miles ahead from good practice. In this credit, the Self-Declared Life Cycle Assessment weights 50%, 3rd Party Certified Type III EPD Industry Wide weights 100% and Type 1 label based on Type III EPD 3rd Party Certified Type III EPD Product Specific weights 200%. So it’s really not a huge difference between doing a proper product EPD than not doing anything and sending your customer your industry-wide minimum common denominator generic EPD.

What is best practice? Of course the Germans, who are good in LCA and data in general. Their DGNB standard uses the information inside an EPD to make a decision rather than giving you brownie points for the fact of having the EPD. The approach from LEED would be like rewarding food products for the fact of providing the nutrition facts, the same recognition for a burger than a healthy yogurt. EPDs are important because they allow you to know the real facts so you can make an informed decision. Choosing consciously then to have the burger is your choice but rating systems should reward the best choice.

See article here

Jay Bolus recently wrote an intriguing post on GreenBiz.com entitled “Why Green Marketing Should Go Beyond Description by Omission.”  I found myself nodding in agreement throughout his post. Jay was disappointed by the lack of sustainable innovation he found at NeoCon; in response, I’d like to highlight the innovation from InterfaceFLOR.

It will come as no surprise to people who know our company that InterfaceFLOR definitely made sustainability a priority in our product design for NeoCon. We focused on what is present in our products: 100% non virgin nylon type 6 yarn, made from a combination of post-consumer and pre-consumer waste by Aquafil. Sources for the post-consumer recycled content include nylon yarn harvested by InterfaceFLOR from reclaimed carpet as well as nylon fishing nets collected from sea ports.

As we strive to completely eliminate our reliance on petroleum (i.e., “to get Off Oil“), we have been focused on closing the loop on all of our materials – especially the raw materials used to make carpet tile. Years ago we took a big step toward closing the loop on our backing by using 100% recycled content from carpet tile to create our GlasBacRE backing layers. Since then, we’ve been focused on closing the loop on yarn, and introducing 100% non-virgin content yarn at NeoCon marks a huge milestone for us.

100% non-virgin nylon represents a huge leap forward for our industry, because the upstream impacts from nylon are so damaging. Petrochemical extraction and processing to make nylon represents a substantial portion of the carbon footprint of an InterfaceFLOR carpet tile (total transportation represents a mere 3%). By replacing virgin nylon with 100% non-virgin nylon, we reduce the life cycle carbon footprint of our GlasBacRE products from 21.7 pounds CO2E to 11.8 pounds CO2E per square yard – a 46% improvement! Other measurable environmental impacts, like acidification and eutrophication are also reduced dramatically by this revolutionary supply chain shift.

To Jay’s excellent point about deserving to know what is in our products, InterfaceFLOR is busily registering Environmental Product Declarations (EPDs) for all of our products, worldwide. We’re on track to have 100% EPD coverage by 2012, and we’ve already published EPDs for two product platforms in the U.S. EPDs provide 3rd party verified disclosure of product ingredients and of full environmental life cycle impacts – all created according to robust ISO protocols and Product Category Rules (meaning the scope and boundary of the Life Cycle Assessment is pre-defined for the entire product category). This is the closest thing to the coveted “Nutrition Facts” label that exists for products, and we need more stakeholders demanding this level of verified transparency from manufacturers.

Next year, I hope anyone looking for sustainable products will come find me in the InterfaceFLOR showroom at NeoCon. Sustainability drives our design every day, so I’m sure I will have some new sustainability innovations to share with you.

From my colleague Lindsay James at InterfaceFLOR Americas

The LCA of an ipad

June 21st, 2011
I got the ipad, beautiful creature, but what is its environmental impact? Well, Apple hasnt published a proper full LCA, let a lone a type III EPD but they have a quick and dirty ‘product report’ with some interesting analysis.
Even being a energy-consuming product, the raw materials phase has creates twice CO2. Again, it comes back to my old point of how important is embedded carbon. It would be good to understand which components have the highest impact and some discussion about Apple’s strategy to improve it.
The energy efficiency in sleep and charging mode has been quite well addressed but the recycling section does disclose much. How can it be recycled, what can components and metals can be recovered, what has been done in the design to facilitate dismantling?

GHG of an Ipad 2 across its life cycle

Would it be nice if in every single office you entered you could see the energy efficiency cerficate displayed?

That would create a healthy competition for greener buildings, based on transparency and standardised metrics. Employees would complaint to their facility management colleagues for embarrasing performance and landlords would have an incentive for improving energy performance of buildings.

That’s the power of transparency.

Although this is partial rather than full transparency.

Full transparency would be to display g CO2 of the total life cycle of a building. But DECs are absolutely essential because they address a quick win: the inneficies in energy consumed by buildings. I really thing this subtle self-name & shame will add more value to green buildings than rating tools. And the most interesting bit, it will reduce value of less green buildings.

UK-GBC and BPF have joined forces to lobby to extend DECs to commercial buildings by 2012.

See their latest letter to the UK government here: BPF UK-GBC Open Letter to Government on DECS

Nice report from the UK department of business and skills (BIS) on the impact of the carbon impact of the construction industry, which is only 1% direct but mostly on the use (83%) and manufacturing of materials (15%).

The fact that in the UK the use phase is still so high compared to countries such as Germany is due to the very poor energy performance building standards in the UK.

Regarding the impacts of manufacturing, EPDs needs to be must now to show transparent performance from different products and encourage competition. At least it should be mandatory to products that account for most of the embedded CO2 such as structural clay products or cement.

View the complete report here

So what is the equivalent of wikileaks for energy efficiency in the public sector?

Well, it’s here:

Data reveals carbon footprint of public sector buildings

How energy efficient is your local council or primary school?

You can download the raw data here

You will see that the worse building is the University of Manchester and some buildings like the Homerton Hospital scores a ‘G’.

Full transparency is coming. One day we will be able to download all the data from the carbon emissions of the whole life cycle of buildings, old and new.

Full transparency makes people compete against each other and incentivises innovation.

And it’s a competition based on getting the best performance, not the best case study. It’s about the data, not whether a building has solar panel or a recyclable wall.

Marks and Spencer opens first ‘zero-carbon’ store

Great to see that retailers such as Marks and Spencer are innovating so quickly on sustainable construction. Their new store at Sheffield is 100% from recycled materials, includes harvesting of rainwater, LEDs and the heating will be generated from the expelled heating from the refrigeration units.

We are hosting an event in our London showroom to explain the transformative role that EPDs and transparency will have in shaping the sustainability agenda for this decade.

We will talk about how EPDs will shape supply chain management, green marketing, regulation, campaigning.

Tuesday 29th March 2011 @ InterfaceFLOR Showroom
1 Northburg Street, London EC1V 0AL

Please RSVP to g.reid@forumforthefuture.org

This Thursday I will be speaking about Green PR and advertising in Moscow.

Yes, Russian companies have woken up to the marvels of green marketing and I will be talking about EPD and our just the facts approach.

The event is organised by the Russian Green Building Council.
Find out more about this event here


My view on DEFRA’s guidance

February 4th, 2011

Some have asked what my opinion is on the DEFRA’s guidance on green claims. I think it is a very well crafted document with clear guidance.

I specially like part 3: HOW TO MAKE A GOOD ENVIRONMENTAL CLAIM.

The check list makes the right points. How many companies make claims of insignficant issues while not talking about the big issues. For example, recycled or reduced packaging claims which many times refer to a tiny fraction of the overall product impact while embodied impact of raw materials or the use phase is the real issue.

I am very dissapointed that DEFRA does not push for EPDs as the way for backing claims. The report talks that claims need to be relevant to main impacts and clear comparison of performance with others in the market. But the report does not explain that the only way to compare clearly is defining a functional unit, using an agreed Product Category Rule and doing a LCA and third party validated EPD accordingly.

They also talk of scope and boundaries and truthful and accurate representation of the scale. What better than an EPD for that? Why leaving room for companies to tweack the LCA assumptions for supporting claims?

Again, they talk about substantiation and appropriate standards. But no sign of PCRs, functional units and EPDs.

The examples of bad and good practice are brilliant. They summarize the current cheekiness of brands and offer easy examples of how to make right claims. But what can be more substantiation than full product transparency?  i.e. publishing all the EPDS for all your products (showing all the impact categories by life phase, ingredients, etc) Again, no sign of this. Instead they mention irrelevant standards to product claims such as GRI or AA1000, which have corporate scope.

Do this and I will pay you extra

Do this and you will be part of history

For many things, the first one works.
But I do believe that sustainability is about the second.

How over rated is paying incentives to executives on sustainabilty and imposing that every employee should have a sustainability related personal target (which many indexes and rating ask).

The end result is often bad targets, people ending up working on what they dont like or projects that dont relate to the core business.

Isn’t it much better to give people the opportunity to do something extraordinary and provide them with space to be creative?

I’ve been thinking why our employees get motivated on sustainability at InterfaceFLOR.

Obviously the magnitude of Mission Zero plays a critical role but the key is the link between the company and the individual.

Give people an utterly ambitious goal but dont tell them how to get there: let them come up with creative ways on their own.

A very visual example of what we mean is our latest motivational green graffiti in our factory.

The images speak for themselves about our approach to employee engagement.

1.Energy efficiency

Companies, countries and society have already figured out that tackling the negawatts is usually the most profitable way of cutting carbon. 2011 will the year where inneficiencies will be tackled in an impressive variety of ways. From companies profiting from selling innovative solutions to consumers, other companies and governments to green deals from governments. Even in Russia where climate change is not a popular topic, energy efficiency is one of the biggest topics for the year.

2. Full transparency will show up the true impacts

After the previous decade, people have had enough of carbon geezing, the term I use to include things such as companies saying they are carbon neutral even if it’s not the point, the abuse of offsets standars, the thousands of magic labels, etc. Full transparency (publishing all the impacts of all the life cycle stages of all your products) will be the only way your customers will trust you.

3. Legislation: leading companies will say ‘bring it on’

Tired of minimum-common-denominator business-association-led type of lobbying and advocacy, leading companies will tell governments yes to smart legislation. Yes, to efficiency standards, to a reasonable carbon price floor and well crafted bans (eg our wish of a ban on carpet landfill). Governments are realizing of how tiring and useless are voluntary agreements if there is no stick or threat attached to it. But smart legislation wont mean going back to the old school green legislation using the environment as an excuse for taxation.

4. The come back of the environmental geek

Companies will start hiring more people with ability to do proper LCAs because they need to understand their impacts at product life cycle level. And they will hire less in green spin doctors because the LCA facts will speak by themselves

The Economist has published an article worrying that solid-state lighting (including LEDs), which is more efficient than the usual lighting, might contribute towards more electricity consumption rather than saving.

http://economist.com/node/16886228

They are based on a study from Jeff Tsao, who argues that the efficiency gained by the new technology will be outpaced by the growth in increasing luminosity. Because there is still a huge amount of room for increasing the level of lumens in interiors and night, compared to exteriors, LEDs will lead us to want more luminosity in interiors at at night, instead of the same amount of lumens but more efficiently.

http://www.ibtimes.com/articles/46467/20100826/led-boosts-electricity-use.htm

I think this is a good point but rather than slowing the technology for being too good, we should take action to prevent that these gains in technology are only translated in performance rather than savings. Gains on efficiency that went against the environment have been common, like computer processors gains translated in more processing power rather in the same power with less electricity use.

How can we manage this?

I think the cheapest way of handling this would be higher prices of electricity because higher price of carbon. Failing that, any increase on electricity price would deal with it, again not popular for governments. Then you can regulate the amount of lumens in certain spaces (eg office, retail, supermarkets). The same sort of thing we should have done with temperatures. Going in summer to a supermarket or retail in hot countries and you get freezing temperatures, often much lower than needed. Why, because it is relatively cheap to waste electricity for your air-conditioning.