Inovace a podnikání 4 Sociální a environmentální udržitelnost
Transcription
Inovace a podnikání 4 Sociální a environmentální udržitelnost
Inovace a podnikání 4 Sociální a environmentální udržitelnost Anna Kadeřábková [email protected] Co se dozvíte • Nároky environmentální udržitelnosti na inovace • Jak různé typy inovací mohou zlepšit udržitelnost • Na jakých úrovních je možno vytvářet udržitelnou inovaci: zlepšením stávajících aktivit, otevřením nové příležitosti pro firmu, systémovou změnou • Hlavní výzvy při posunu k udržitelně založené inovaci Toolbox 1. Udržitelnost jako hrozba a příležitost • Udržitelnost se stává klíčovým faktorem inovací, představuje hrozbu i příležitost • Hrozba: rostoucí zdrojová náročnost globální ekonomiky • Příležitost: významný tržní potenciál v nabídce zelených produktů a služeb (až 3 % HDP), nových trhů dosud nevyužitých (opomíjených, nedostupných) SDGs Evoluce udržitelnosti 1980s Zdraví a bezpečnost Počátek 1990s Environmentální management Konec 2000s Udržitelné trhy 1970s Management kvality Konec 1990s Zdraví, bezpečnost, ekologie Počátek 2000s Trojí firemní odpovědnost Evoluce odpovědnosti 1980s Filantropie 1970s Akcionáři Počátek 1990s Firemní správa Konec 1990s Zapojení stakeholderů Konec 2000s Odpovědná konkurenceschopnost Počátek 2000s Firemní odpovědnost Fáze CSR Transformační Strategická Defenzivní Věk zištnosti Věk filantropie CSR 2.0 Charitativní Věk Propagační managementu Věk marketingu Věk odpovědnosti fáze 1 – Defenzivní: věk zištnosti, deriváty 1970s ‐ finanční krize 2008 fáze 2 – dobročinná: věk filantropie, CARNegie (GOSPEL OF WEALTH) – buffet (THE GIvING PLEDGE) fáze 3 – CSR podpory prodeje (CSR=PR): věk marketingu, 1965‐2007 fáze 4 – fáze strategická: věk managementu, 1977 (Sullivanovy principy) – 2010 (iso 26000) při řešení sociálních a ekologických problémů pro dosažení masivního impaktu (scalability) Kreativita, inovace lokální kontext a univerzální principy Glokalizace Možnost expanze transformační a transparentní Systémová reakce Kruhová ekonomika Charakteristiky modelu CSR 2.0 obnova lidského, sociálního, environmentální ho kapitálu 2. Typy udržitelných inovací • Inovace vedená udržitelností (sustainability‐led innovation) zahrnuje změny napříč inovačním prostorem – v produktech/službách, procesech, pozicích a paradigmatech • Produkty/služby: zelené produkty, design pro ekologičtější výrobu a recyklaci, modely služeb nahrazující spotřebu/vlastnictví • Procesní inovace: zlepšené a nové výrobní procesy, štíhlé systémy v organizaci a v dodavatelském řetězci, ekologická logistika Typy udržitelných inovací • Inovace pozice: rebranding organizace jako ekologické, uspokojení potřeb vyloučených komunit (např. v základně pyramidy) • Inovace paradigmatu/změna business modelů: změna na systémové úrovni, multi—organizační inovace, servitizace (přesun od výroby k důrazu na služby) 3. Úrovně udržitelných inovací • Udržitelné inovace mohou zahrnovat malé změny (zlepšení – děláme to lépe) a radikálnější změny • Úrovně realizace udržitelných inovací zahrnují – Optimalizaci operací – Transformaci organizace – Systémovou změnu Přístup Cíl inovace OPTIMALIZACE OPERACÍ EKO‐ EFEKTIVNOST Dodržení regulací, efektivnost Zlepšování (stejné věci dělat lépe) Výsledek Snižuje škody inovace Vztah inovace k firmě TRANSFORMACE ORGANIZACE NOVÉ TRŽNÍ PŘÍLEŽITOSTI Nové produkty, služby, byznys modely Prospíváme děláním nových věcí Vytváří sdílenou hodnotu Postupná zlepšení Zásadní změna v v běžné praxi zaměření firmy (business as usual) VYTVÁŘENÍ SYSTÉMŮ SPOLEČENSKÁ ZMĚNA Nové produkty, služby nebo byznys modely, které není možno realizovat izolovaně Prospíváme děláním nových věcí s ostatními Vytváří čistý pozitivní impakt Přesahuje hranice firmy a táhne institucionální změnu 3.1 Optimalizace operací • Definice: Dodržování regulací nebo optimalizace výkonnosti díky zvýšené efektivnosti • Charakteristiky: Organizace aktivně snižuje stávající ekologické a sociální dopady bez zásadní změny byznys modelu („méně škodí“) • Inovace jsou inkrementální, řeší jeden problém v čase, upřednostňují nové technologie při zachování stávajícího byznysu („technofix“) • Inovace jsou vnitřně orientované ve vývoji a výsledku, spoléhají na vnitřní zdroje firmy, inovace se soustřeďují na samotnou firmu s hlavním cílem snížit náklady nebo maximalizovat zisky • Příklady: kontrola znečištění, pružná pracovní doba, snížení odpadů, energeticky úsporné osvětlení, využití obnovitelné energie, snížení spotřeby papíru, snížení obalového materiálu, snížení spotřeby surovin, odstranění nebezpečného odpadu, optimalizace velikosti produktu pro dopravu, zavádění hybridních vozidel, doručovací obaly pro více použití 3.2 Organizační transformace • Definice: Vytváření často disruptivních nových produktů a služeb, udržitelnost je považována za tržní příležitost • Charakteristiky: Organizace může získat prospěch díky udržitelnosti (doing good) • Získání nových trhů s novými, ekologickými produkty • Nové byznys modely, které vytvářejí hodnotu díky produkci obnovitelné energie nebo snížení chudoby • Menší důraz na vytváření produktů, větší důraz na způsob jejich dodání • Příklady: nové produkty, které mění způsoby spotřeby, dotace produktů (levnějších modelů) pro rozvojové země, nové produkty pro zlepšení života v rozvojových zemích Vědomý kapitalismus • AUTENTICITA • PŘIROZENÁ AUTORITA • STORYTELLING INTERAKTIVNÍ KOMUNIKACE V RADIKÁLNÍM MANAGEMENTU Tvorba sdílené hodnoty: vytvoření ekonomické a tím i sociální hodnoty (Kramer, Porter) Cause promotion = podpora sociálního tématu poskytnutím zdrojů na reklamu Cause-related marketing: spojení darů/příspěvků pro charitu s prodejem produktů Korporátní sociální marketing = podpora společensky prospěšné změny chování Marketingové sociální iniciativy Marketingové sociální iniciativy VIDEO PDF Změna chování 1 INTRODUCING GREENDEX 2014: ENABLING BEHAVIOR CHANGE 3.3 Systémová změna • Definice: Spolupráce mezi mnoha organizacemi, která vytváří pozitivní dopad na lidi a planetu • Charakteristiky: Ekonomická aktivita je součástí společnosti, organizace jako systémy mohou být udržitelné, jsou vzájemně propojené napříč odvětvími nebo oblastmi • Příklady: Kruhová ekonomika (průmyslová symbióza), B korporace Nevhodné pobídky a regulace Nedostatečná odpovědnost Vedení s důrazem na finanční výnos Společenské problémy Nevhodné investiční toky Správné aspirace Nové business struktury Pravdivé účetnictví Pravdivé výnosy Blahobyt stakeholderů Pravidla hry Plná transparentnost Transformace vzdělávání Udržitelná příroda Dlouhodobý horizont Průlomový kapitalismus 4. Výzvy udržitelnosti pro management inovací • Na vyšších úrovních inovací (organizace, systému) vyžaduje udržitelnost nové postupy • Do rozhodování o volbě a zavádění inovací je nutno zavést prvky odpovědné inovace (= součást výzvy dynamických schopností) Aplikace NEW INFRASTRUCTURE, DESIGNS AND MODELS The circular economy calls for new thinking and significant change. For businesses, this might mean creating infrastructure to enable more recycling. For example, aluminum producer Novelis promotes consumer recycling of aluminum cans to help ensure a sound supply of used aluminum crucial for the company to meet its goal of using 80% recycled aluminum inputs by 2020. Coffee capsule producer Nespresso has introduced 14,000 collection points in 34 countries and doorstep collection in 15 countries to collect capsules for recycling. For some businesses, circular economy goals can be achieved by re-designing products and services. For example, Philips started selling lighting as-a-service to cities and large corporate customers to manage their energy use and to boost end-of-life collection rates. Google is currently developing ProjectAra a modular smart phone that enables people to replace individual modules to upgrade or repair their phones, rather than replace the entire device. Dell is experimenting with the use of bamboo, mushrooms and wheat straw to create green packaging that is renewable and biodegradable. A CULTURE OF MAKING STUFF LAST LONGER End-consumers too are becoming more conscious about the waste they produce. The popularity of peer-to-peer platforms and social media projects is helping fuel a slow shift away from today's use-and-throw culture. Platforms like eBay (and its local variants), Yerdle (funded in part by Patagonia) and Stuffstr (recipient of the Target Award at Sustainable Brands '15) encourage people to repair, re-use, resell, recycle or donate their stuff. Cosmetics maker LUSH is piloting the use of Social Plastic for packaging plastic that has been recycled by The Plastic Bank and sourced from pickers in disadvantaged communities. Levi Strauss minimizes the number of materials used in its Dockers Wellthread products to enable easier recycling. Social media projects promote zero waste lifestyles (Tedx: Why I Live a Zero Waste Life) and minimalist fashion (Project 333). Businesses are also investing in local municipal projects to keep recyclables out of landfills and return them to the economy Examples of initiatives include Closed Loop Fund and Marks & Spencer's investment in Somerset County. In addition to saving on material costs, recycle programs can also unearth new streams of savings or revenue. In addition, communities like iFixit support people who want to repair their stuff with free how-to-guides. For example, telecom provider Sprint avoided $1 billion in costs by using remanufactured phones as replacement devices in its handset insurance program. Electronics retailer Best Buy has collected 1 billion pounds of electronics and appliances for recycling at its stores, on behalf of electronics manufacturers and recyclers. The Novelis evercan™ uses 90% of recycled aluminum and is the world's first certified high recycled content aluminum can sheet A preview of Project Ara, a modular smart phone by Google, inspired by Phonebloks Yerdle: How Many Items in the Average Home? 300,000! Section II : Five Disruptions in Action | Maximize Resources 73 RECOGNIZING THE VALUE OF “IDLE ASSETS” NEW MODELS OF CONSUMPTION BUSINESS TO BUSINESS MARKETPLACES The sharing economy builds on the concept that our unused stuff is potentially valuable to others. Businesses are responding to people’s willingness to “share” or “access” by offering new, flexible formats of consumption. This is especially evident in the travel and fashion industries. In travel, businesses, and even cities, offer subscriptions to car-sharing (Zipcar in North America and Europe) and bike-sharing services (Vélib' in Paris). The popularity of peer-to-peer marketplaces is inspiring similar online marketplaces for B2B exchanges. In fashion, online websites offer rentals to individual clothing items and accessories, and even monthly subscriptions to entire catalogs. Some businesses are also creating their own networks - the newly established Materials Marketplace enables 20 businesses in the United States to exchange and re-use industrial by-products. Over the last few years, people have rented out everything from their spare bedrooms (Airbnb) and spare seats in their car (BlaBlaCar) to idle sporting goods (StokeShare). The chase to identify and monetize more “idle assets” has led some people to their rooftops. Rather than letting their roofs 'stay idle,' people can use them to generate solar energy. This energy can power their houses and lower electricity bills, or be sold to solar grids, to generate income. To promote more people to switch to solar, some companies (like SolarCity) offer to front the cost of installing the solar panels. For example, LE TOTE sends subscribers a ‘tote’ full of clothing to wear for a few days - people can buy clothes that they want to keep and return the rest to receive a new collection. For example, Floow2 enables sharing of business equipment (such as construction machinery and mobile MRIs) and services. Airbnb - the largest marketplace for accommodation, with 1.5 million listings in over 190 countries LE TOTE - Always have something new to wear In the physical world, a store in Athens called Skoros allows people to give or take used or unused clothes and goods, to promote a spirit of anti-consumerism. Section II : Five Disruptions in Action | Maximize Resources 75 PRE-LOVED, SALVAGED, REFURBISHED, UPCYCLED! Artists are the natural champions of the upcycling movement, finding used or vintage products and re-working them to create pieces of art. Communities like Remade in Britain and, to some degree, Etsy offer a wide variety of upcycled ware - ranging from clothing and accessories to furniture and 'unique gifts.’ Some designers have also built businesses that specialize in selling products made from extra materials “rescued” from factories and manufacturers (like Looptworks). CREATING NEW PRODUCTS AND SOCIAL GOOD Southwest Airlines demonstrated the potential of upcycling to create more than just new products, with project LUV Seat. The airlines spent a year determining the best use of its stock of 43 acres of old leather seats, and finally decided to use it for social good. Some of the leather was donated to workshops in Africa, where disadvantaged people were taught how to convert it into footballs, shoes, bags and wallets. Project LUV Seat: Southwest Airlines upcycled old leather seats and added value to communities in Nairobi, Kenya, Malawi and the United States These in turn were donated to local non-profits. Some of the leather was also given to Looptworks, to create premium duffel bags, tote bags and backpacks. Section II : Five Disruptions in Action | Maximize Resources 77 PURPOSE, PEOPLE AND BUSINESS THE BUY AND GIVE MODEL A clear purpose can provide a strong narrative to a brand's story and can act as a compass for its vision and future goals. Shoe-brand TOMS launched a movement in 2006 with its Buy 1, Give 1 model - for every shoe it sold, TOMS committed to giving a pair to someone in need. U.S. retail pharmacy CVS is a great example. The company recently demonstrated its commitment to the healthcare business by changing its name from CVS Caremark to CVS Health, and by removing all tobacco products from its shelves. CVS invited smokers to quit with them and mobilized thousands to try out smoking cessation products and counselling. Three months after it stopped selling tobacco, CVS posted a 13% revenue growth (for Q42014). Similarly, food chain Panera Bread’s commitment to good food has led it to publish a No-No List of ingredients it intends to phase out. People can play a key role in helping a brand fulfill its purpose. For example, Starbuck’s community of employees and customers help it meet its ambitious goal of 1 million hours of community service per year. Ikea is realizing its sustainability goals by providing people with access to affordable energy-saving LED lighting products - in fact, Ikea just completed its switch to LED-only lighting inventory. TOMS expanded this model to its subsequent businesses, and other companies like Skechers followed suit. The model has been tremendously popular amongst consumers - it guarantees that every purchase is linked to an act of social good. But the scale of success - millions of shoes donated - raised a serious concern. For some organizations, the original Buy 1, Give 1 model might actually be appropriate - at least for now. A year after it stopped selling tobacco in stores, CVS conducted a study to determine the impact of their decision on sales of cigarette packages and nicotine patch packages across U.S. retailers For example, social enterprise Mealshare donates a meal for every qualifying dish bought at participating restaurants. Student-lending marketplace Common Bonds funds the education of a child in a developing nation for every degree funded on its platform. Flooding disadvantaged markets with free shoes would harm local shoebusinesses, and doesn't address the core issues driving poverty in those markets. The model has thus evolved to Buy and Give - with donations varying to meet different needs. For example, TOMS' eye-wear business now gives sight by covering the cost of glasses, sightrestoring surgery or medical treatment, and its coffee business gives safe water to people in need. Similarly, eye-wear seller Warby Parker supports NGOs that provide training in eye-care and affordable glasses. Waterless car wash Wype donates $1 to Charity:Water for every transaction. https://www.cvshealth.com/impact -of-tobacco-removal/ Section II : Five Disruptions in Action | Create Positive Handprints 83 SOCIAL DEVELOPMENT: AN INVESTMENT TECHNOLOGY: A CATALYST Shared value programs can be extensive and cover vast operations and geographies. New technologies can help accelerate the speed and scale of social development. Nestle has developed 38 CSV commitments, accompanied by policies, standards and auditing to ensure compliance. For example, mobile banking service M-PESA, developed by Vodafone, makes financial services more accessible especially in rural areas. M-PESA has been most successful in Kenya, where 20 million people use it to send and receive money and to pay bills. CSV programs are often designed for long-term benefit. Technology has also enabled large scale peer-to-peer lending across geographies. Another example is Cisco whose Networking Academy program trains 1 million people every year in ICT skills, to help meet the demand for ICT professionals. Cisco provides course curriculum and learning tools to educational institutions in 170 countries and has reached 5 million students since the academy's inception. Last year, the HP Company Foundation launched a five-year partnership with Kiva to encourage HP employees to get involved. The foundation provides $25 credits to HP's employees to lend to borrowers. 150,000 HP employees have participated and have lent a total of $9.7 million. (Via: Sustainable Brands' The New Financial Metrics) An overview of HP's Matter to a Million program, it's partnership with Kiva that encourages HP employees to make microloans to entrepreneurs Since 2005, Kiva has enabled 1.3 million lenders to make micro-loans to 1.7 million borrowers in 83 countries. Section II : Five Disruptions in Action | Create Positive Handprints 85 IN PURSUIT OF POSITIVE IMPACT TRANSFORMING “OUR” FOOTPRINT Dell embarked on its Net Positive journey with research studies to evaluate the potential of technology, and guide its own - and its clients' investments in infrastructure and IT. In its commitment to be People and Planet Positive, Ikea considers the footprint of its products all the way from forests and fields, to its own operations and the homes of its customers. For its first study, Dell partnered with the Arizona State University to understand the social, economic and environmental benefits of online learning, in terms of the graduate's future earning potential, decreased dependency on state welfare, and footprint savings on travel and university infrastructure. Dell is now studying the benefits of its own flexible work policies, and will soon expand its methodology to healthcare, logistics and municipal operations. With goals to be resource and energy independent by 2020, Ikea is investing heavily in renewable energy, purchasing and managing its own forests, and sourcing raw materials from more sustainable sources. Ikea is also introducing products that are more energy and water efficient, and products that help reduce or sort waste. Dell technology enables the design and production of sustainable products, like Green Toys, which has recycled 24 million plastic milk containers to create sustainable toys Steve Howard, Chief Sustainability Officer at IKEA Group discusses the goal of becoming Forest Positive by 2020. Section II : Five Disruptions in Action | Create Positive Handprints 87 INNOVATION CHALLENGES, FUNDS AND COMMUNITIES OPEN SOURCE TECHNOLOGIES Businesses are increasingly crowdsourcing ideas around sustainability. With the dangers of climate change upon our doorstep, we need as many people as possible working on new technologies. So when it comes to young clean technology patenting might not be the best approach. GE’s open innovation challenges still continue today, promoting energy efficient technologies and affordable health solutions. Brands also partner with innovation communities like Ashoka, OpenIDEO and Greenathon, and sometimes sponsor hackathons. These events bring together software developers, academics and other experts to find answers to social challenges in a limited amount of time. Similarly, Unilever asks innovators to focus on a specific set of challenges and wants, such as better packaging and water-efficient shower experiences. Mahindra inspires (and funds) Indians to become social entrepreneurs with its general Spark the Rise challenge and its more-focused Rise prize. H&M just announced a $1 million prize for innovations that help close the loop for fashion. Coca-Cola, Dell, HP and several other brands have organized innovation challenges to encourage young minds to address today's issues (more in our People's Insights report on Collaborative Social Innovation). Indeed, Tesla decided to open its electric car patents to accelerate the industry's shift to electric cars. The $1 million Mahindra Rise Prize incentivizes people to invent solar solutions tailored for the everyday Indian Soon after, Ford offered a licensing option for its electric car patents, and Toyota opened up patents around its hydrogen fuel cell technology. Challenges can vary greatly from finding solutions for Cairo’s traffic problems to helping reduce food waste. In addition to funding, businesses can offer innovators a chance to pilot or scale their inventions. For example Coca-Cola Founders program invites entrepreneurs to come up with ideas that can leverage CocaCola's global infrastructure. Another technology that has benefited from the lack - or rather, lapse - of patents is 3D printing. 3D printing technology was invented in the '80s but only proliferated last year when its original patents expired. The technology is now largely open-source, much more affordable and very sustainability-friendly. 3D printing eliminates the majority of waste from the production process, and one of its printing materials is recycled plastic waste. The Plastic Bank created the world's first 3D printing filament from ocean plastic, and made the technology open source Section II : Five Disruptions in Action | Collaborate Across Boundaries 93 STEWARDSHIP PROGRAMS CO-OPETITION POWER OF PEOPLE Partnerships are vital to developing global stewardship and advocacy programs. Beyond working with experts and organizations, businesses are partnering with each other to drive industry-wide progress and to shape their entire supply chains. Most actions involved in sustainable development are complex and take years to implement. At the other end of the spectrum, some actions are straightforward and simple - easy for everyone to do, but not yet sustainable. After fifteen years of working with Conservation International, Starbucks now gets 99% of its coffee from ethical sources. For example, businesses in the apparel industry are collaborating to reach zero discharge of hazardous materials (ZDHC) and grow cotton in a more sustainable manner (Better Cotton Initiative). Today, water conservation and stewardship programs are a key focus. For example, Heineken is working with the United Nations Industrial Development Organization (UNIDO) to develop water stewardship initiatives at breweries in water-scarce regions. Coca-Cola and WWF have co-developed water sustainability goals for 2020. Levi Strauss & Co. is working with Water.org to raise awareness about water issues, inviting people to Go Water<Less™. Public private partnerships benefit both sides. Businesses offer the expertise, and cities offer the chance for implementation. A good example is IBM's Smarter Cities Challenge. Since 2010, IBM experts have worked on-ground in 116 cities, to find ways to make the cities smarter and more effective. Take for example the ALS Ice Bucket Challenge. In 2014, a small group of friends created videos challenging each other to donate money to find a cure for ALS or throw a bucket of ice water on themselves. They are also developing measures for the supply chain (Sustainable Apparel Coalition), and investing in building safer factories (Bangladesh Accord), to name a few. By the end of the summer, 17 million people had uploaded videos of themselves taking the challenge and 3 million had donated to the ALS Foundation. The Foundation received a record $100 million in donations in August 2014, up from the $2.8 million it received at the same period in 2013. Beyond apparel, companies like PepsiCo, Red Bull, Coca-Cola and Unilever collaborated to create Refrigerants, Naturally! to reduce greenhouse gas emissions from their point-of-sale refrigerators and freezers. Separately, in 2015, British citizen Thom Feeney created a crowdfunding campaign, the Greek Bailout Fund, to help Greece pay off its IMF loan installation of €1.6 billion. If every resident in the E.U. donated €3, he speculated, the campaign would meet its goal. In the next 8 days, 108,000 people pledged €1.9 million to the fund. Not nearly enough - but a strong indicator of the power of people. Independent organizations like The Sustainability Consortium, The Partnering Initiative and Forum for the Future help drive business collaboration for sustainability. These early successes indicate an opportunity for sustainability leaders to harness the power of people, and also a challenge how can we make this behavior more frequent and reliable? Starbucks' 15 Year Journey to 100% Ethically Sourced Coffee by Conservation International The Better Cotton Initiative (BCI) is supported by global brands, large farms and environmental organizations. 11% of the world's cotton is now Better Cotton grown with less pesticides and less water. Here's How the ALS Ice Bucket Challenge Actually Started by TIME Section II : Five Disruptions in Action | Collaborate Across Boundaries 95 ENABLING NEW BEHAVIOR MAKING IT COOL Marks & Spencer asks people to “Shwop,” that is, to donate an item of clothing or an accessory every time they purchase something new from Marks & Spencer. People can drop off items at Shwop Drops which are now a permanent fixture at Marks & Spencer stores in the UK. These items go to Oxfam who resells them, sends them to developing countries or recycles them to ensure the items stay out of landfills. Businesses and celebrities are using the power of their brand to create excitement and unlock purchase intent around sustainable products. Similarly, H&M and Uniqlo too have global garment collection and recycling initiatives. Similarly, musician Pharrell Williams has released a line of denims made out of recycled plastic, and musician will.i.am partnered with Coca-Cola to launch Ekocycle - a range of products made from recycled plastic and aluminum. For example, Adidas recently introduced a concept shoe created out of plastic salvaged from the oceans. The shoe looks great and has received significant media coverage and positive feedback. Some brands, like Heineken, ask people to buy less - to encourage more responsible use of their products. Heineken launched a movement to make moderate consumption cool with campaigns like Sunrise ('Sunrise belongs to moderate drinkers') and Dance More, Drink Slow with DJ Armin Van Buuren (nights are more enjoyable when you are in control). Marks & Spencer explains the concept of Shwopping Pharrell Williams presents RAW for the Oceans Nike collects worn out shoes, shreds them and re-uses them in new products. Patagonia encourages people to swap clothes directly amongst themselves, through in-store events, apps like Yerdle and even on eBay. Section II : Five Disruptions in Action | Change Behavior 101 ENGAGING EMPLOYEES POSITIVE REINFORCEMENTS Initiatives that help people save or earn money can be quite effective. Starbucks offers customers a 10 cent discount for using their own re-usable tumblers or mugs for beverages, and has seen tremendous success. But it has struggled to boost customer adoption beyond 2% - proving just how difficult it can be scale up behavior change. It helps if the pay-off is higher. For example, Recyclebank and Keep it Clean collect people's recyclables and reward them with points which can be redeemed for shopping vouchers. Opower analyzes people's energy consumption, and compares it against their neighbors and neighborhoods. This tactic has encouraged people to reduce their energy consumption by a total of 6 terawatt-hours for total savings of $1 billion. WaterSmart replicates the Opower model, but focuses on water. As home automation picks up, this model could be applied to more specific areas of consumption. Chevrolet Volt encourages people to drive in a fuel-efficient manner with a widget on the car's dashboards. Drivers know they are driving well, in real-time, if a green ball stays in the center of a rectangular gauge. Honda, Nissan and Ford offer similar features in their cars. Other interesting models include the Speed Camera Lottery which seeks to reward drivers that are obeying speed limits (instead of penalizing bad behavior). Some companies use gamification to engage employees around sustainability and CSR. WeSpire builds employee social networks to support corporate initiatives and promote positive impacts. The WeSpire dashboard lets employees track their own resource consumption or CSR actions, compare this against their peers and see who is leading in the group. MGM Resorts International uses this platform to encourage green actions among its employees and to organize competitions between its 17 resorts. The company has tracked considerable positive impact - 19,500 employees (about one-third) have participated and carried out 1.4 million green actions. To reward these actions, participation is linked to the employee bonus pool. Alex Laskey, Founder of Opower, explains how behavioral science can lower energy bills WeSpire inspires employees and organizations to drive measurable, positive impact Section II : Five Disruptions in Action | Change Behavior 103 There is a close link between what our business is, what our stakeholders expect from us, and where we focus our efforts. Our CSR strategy is aligned to support our business for the short, mid and long term, and to do so in an authentic and credible way. We can solve the big issues of our time only through partnerships. Partnerships offer an amplifier effect, where one plus one equals three. Tackling Water Scarcity Worldwide: A partnership between HEINEKEN and the UN Industrial Development Organization - Michael Dickstein, Heineken Göss Brewery in Austria: The world's first large brewery with net zero CO2 impact Dance More, Drink Slow: An experiment promoting moderation, with DJ Armin van Buuren Wieckse Beer: Produced entirely by Solar Energy from 3,000 panels on the rooftop of the brewery in Den Bosch, Netherlands Section II : Five Disruptions in Action | Change Behavior 105 FOSSIL FUEL DIVESTMENT TRANSITION TO A LOW-CARBON ECONOMY The United Nations is pushing governments to peak their carbon emissions in the next few decades, and is supporting an activist-led movement to Go Fossil Free. Industries as diverse as energy, transport, steel, built environment and food & beverage are investing in projects to increase their energy efficiency and lower emissions. Activists are targeting big businesses, funds and prominent individuals to freeze any new investment in fossil fuel companies and to divest from fossil fuel equities and bonds. For example, steel companies such as China Steel and Arcelor-Mittal are working with carbon recycler LanzaTech to capture carbon rich waste gases produced in the manufacturing process. The movement scored a big win earlier this year with Norway’s Government Pension Fund Global agreeing to divest $8.4 billion from coal companies. People-led movements are catching steam in other areas related to climate change. In 2015, 900 Dutch citizens and the Urgenda Foundation successfully sued the Dutch government for not taking enough measures to prevent climate change. LanzaTech converts this waste into biofuels and chemicals, and also uses the carbon to create plastic, nylon and rubber. Some companies are creating circular economies to meet some of their energy needs. For example, the Ben & Jerry’s factory in the Netherlands converts ice-cream waste into biogas, which powers the production of more ice cream. Similarly, Heineken’s Göss brewery in Austria uses spent grain to create biogas. Nestle Water is currently building a biogas plant in Switzerland, which will be partially fuelled by used coffee from sisterbrands Nescafe and Nespresso. LanzaTech recycles carbon for a cleaner tomorrow. In addition to creating biofuels, LanzaTech sequesters carbon into new products like plastics and rubber promoting a circular economy. Six major oil companies recently wrote an open letter to the United Nations, urging a global system to price carbon and offering their expertise as support. Businesses are also engaging policy makers to introduce global standards and policies. Concerned citizens gathered at 450 events in 60 countries to show their solidarity for the fossil free divestment movement (photo: 350org on Flickr) Section II : Five Disruptions in Action | Make Clean Energy TOWARDS BETTER ENERGY STORAGE MAKE YOUR OWN ENERGY Business that are leading the pack include large retailers like Walmart, tech giants like Apple and Google, and partners of the RE100 movement like Marks & Spencer, Ikea, Unilever and Infosys. These businesses have visions to go 100% renewable across their global sites. They are achieving this through a mix of procuring clean energy, installing solar panels on their rooftops, operating their own wind turbines, investing in solar and wind farms, and - depending on their locations setting up geothermal and hydropower projects. Some, like Infosys, are also investing in carbon offset initiatives to achieve ambitious carbon neutral goals on schedule. Companies like UGE and SolarCity help businesses, organizations and governments develop their own clean energy infrastructure. The global aviation industry is also inventing and investing in alternate sources of energy, as airlines seek to reduce their emissions. Batteries that are good at storing energy - and particularly solar energy - can play a huge role in the future of clean energy. Cathay Pacific and United Airlines have invested in biofuel producer Fulcrum, which converts waste into low-carbon biofuel. Companies like Solvay are pushing the boundaries of today's batteries with projects like Solar Impulse 2. British Airways is building a similar plant to convert waste into biofuel. Virgin Atlantic is developing a jet biofuel that uses recycled carbon. Tesla is leveraging its know-how in electric car batteries and moving into the energy storage space with batteries that look good and are simple to use. These batteries are available for both industrial and residential use and can store solar and also conventional energy. This could open up new opportunities for utility companies who can use the storage for backup power, load shifting or peak load management. Brazilian airline Gol and Lufthansa are experimenting with fuels that are blended with farnesane, a renewable fuel developed from sugar cane. Southwest Airlines and FedEx Express are purchasing low-carbon fuel developed from woody biomass. Some companies are also conducting early stage experiments in the future of clean flight - with electric-powered planes (Airbus E-Fan) and solarpowered planes (Solar Impulse). Mercedes-Benz and Daimler AG have also announced their entry into energy storage with solutions for personal use and for small business use. Solar Impulse 2 is an aircraft powered only by the sun. It is attempting the First #RoundThe-World Solar Flight, to prove that the impossible is possible. Solar Impulse 2 has made it halfway to Hawaii, but due to damaged batteries will recommence flight in 2016. In May 2015, Tesla Introduced Tesla Energy with Powerwall and Powerpack - residential and industrial batteries that can store solar or conventional energy at peak sunlight or at lowest utility rates - for use during peak hours and evenings. Section II : Five Disruptions in Action | Make Clean Energy