Wednesday, 12 December 2001, 9:00-12:00
Ecodesign Business and Green Marketing
1) Integration of EcoDesign into the Business 2) Green Marketing and Sales
Prof. Dr. Ir. A. L. N. A. Stevels
Philips Consumer Electronics/Delft Univ. of Technology, The Netherlands
Three main drivers to do it (customers, legislation and competetive advantage). Several types of "green" to be considered (scientific green, government green, customer green). The Ecodesign matrix. Three types of environmental activities (defensive, cost oriented, proactive). Four levels of EcoDesign Vision, strategy policy, roadmap. How to organize. How to develop green options and how to do business evaluation of them. Integration of green into product creation. Example of green programmes and of green product realizations. Lessons learned from ten years working implementation of Ecodesign. Five ways of making money while being "green".
Seven archetypes of green consumer behaviour:
- Characteristics of archetypes
- How to circumvent the "green does not sell" trap
- Environmental communication
- Green image and its importance
- How to put more green into your brand
- Position of ecolabels
- Integration of green idea generation, product development and marketing
Applied EcoDesign -- Product Characterization by Sustainability Indices
Dr. H. Griese, O. Deubzer, J. MEer, L. Stobbe
Fraunhofer Inst. for Reliability and Microintegration (IZM), Berlin, Germany
Presentation methods and practical applications of product characterization with ecological special sustainability indices. Key points are resource consumption, material content, hazardous materials and risk assessment, recycle/reuseability, and aspects of sustainability in the IT sector. The focus lies on the reduction of energy consumption and hazardous substances.
The tutorial includes the following topics:
1) Sustainability Roadmap and EcoDesign in the field of ICT
- Status quo and trend analysis
- Field of activity
- Best practice examples environmental report (Sony; Philips; Flextronics)
2) EE Toolbox methodology for environmentally conscious design
- Tool TPI
- Tool ERM
- Tool IPI
- Tool ProTox
- Tool RPI
3) Application examples of the EE-Toolbox
- Example Switched power supply
- Example PWB telephone
- Example mobile phones
- Example Semiconductor Fab
The tutorial will be held by specialists of the Fraunhofer IZM, Dept. of Environmental Engineering (organizer of "Electronics Goes Green 2000+").
Identifying Economic and Environmental Win-Win Situations in EcoDesign
Prof. Bert Bras
Georgia Institute of Technology, USA
In this tutorial, the focus is on how to identify technical, economical, and environmental win-win situations. A key focus area will be on how to integrate economic and environmental assessments in order to easily identify opportunities for economic and reducing environmental improvements.
In the tutorial, attendees will learn about:
- EcoDesign guidelines and strategies and how they affect other design and business
requirements
- Assessment tools like Life-Cycle Analysis, Life-Cycle Costing, Full Cost Accounting,
etc. and how they can (or cannot) be used to identify win-win situations in both product
and process design
- How to integrate financial and environmental assessments in a single framework using
Activity-Based Cost and Environmental Management
- Technologies and tools that support integrated performance assessments and monitoring
- Industrial case studies and examples from Europe, Japan and the United States
The tutorial will be given by Dr. Bert Bras who is a faculty member in Mechanical Engineering and Director of Georgia Tech's Institute for Sustainable Technology and Development. He has taught and published (including one book) extensively in the area of Environmentally Conscious Design and Manufacturing. He recently served on a panel of experts benchmarking the global state of Environmentally Benign Manufacturing for the US National Science Foundation and Department of Energy.
(C)1999-2001 Sec, EcoDesign
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Last modified on 2001/12/07 11:15GMT
+09:00