6.2 THINKINGA BRIEF ON: INNOVATION // TECHNOLOGY // CULTURE

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Ben RennieCo-Founder/EditorPartner/Director 6.2 || an innovation lab@benrennie

Tim Stockwww.scenariodna.comtimstock@scenariodna.com@timstock

Paul BreenPartner/Director6.2 || an innovation lab

Glenn ChandlerCo-Founder/CreativeOwner – Seek&Design

Sally Hillsustahood.comsallyrhill@gmail.com@sallyrhill

Courtney van der WeydenDigital Content Manager@unclutteredwhitespaces

Marie Lena Tupotwww.scenariodna.commarielena@scenariodna.com@mtupot

David Gillespiecollectorsed.com@davidgillespie

Dan Solonerdi.com

Ryan Jacobyryanjacoby.com@jacobyryan

Paul Voulas nerdi.com

Leila HibriBusiness & Brand Strategy

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For our first ever purpose built iPad report,

we have chosen to focus on the concept of

Good. We all know that good – like sexy – is

in the eye of the beholder. Most executives

think they know good (be it a good idea,

good person, good anything) when they

see it. Across our shifting planet, fast

starters, tech companies and industry after

industry, good ideas (or just good for the

sake of good) are playing a disruptive role in

shaping competition.

When throwing around the title and theme

for this issue, we could not avoid the word

good. From a generational perspective, I hear

Gen-Yers painfully debate the importance of

“good”, social justice, social innovation and

base the foundations of modern movements

around good. Good at least in the eye of the

beholder.

They are right though to bring good into

the conversation as a core competence for

new business, or existing for that matter.

In this issue, Marie Luna Tupot and Tim

Stock challenge the foundations of good,

whilst Sally Hill argues for the rise of social

good and sustainability as a mainstream

behaviour. Dan Solo urges the world to

rethink education and places good at the

heart of the overhaul. His “Said Beastie”

partly responsible (email Dan for more info

on Said Beastie here).

To me, good is simply something worth

pursuing.

Andrew Denton stated that: “All he ever looks for is a good idea that flies true”. So as good takes shape as new business

models around cleantech, hydrotech, self-

driving cars, augmented reality, micro

currencies and big fat data, let’s do so with a

constant consideration for human impacts.

It’s all too easy to get caught up in the idea

and the execution before we have even

stepped out into the future.

So before we do, let’s make sure our good

ideas, are good ideas that fly true.

Welcome to our good issue. Enjoy

Ben Rennie

FROM THE EDITOR

Editor & Founder of uncluttered white spaces

On Twitter: @benrennie

BY: BEN RENNIE

01

It always amuses me when someone feels

the need to tell me that they are honest,

trustworthy and a person of their word.

Even more so when they use phrases like “to

be completely honest with you,” (what, you

weren’t before??) or, “you can trust me, I’m a

fair guy”. These types of “assurances” don’t

fill me with confidence – in fact they are more

likely to arouse suspicion because if they are

true then they shouldn’t need to be said at all.

Maybe I’m old fashioned (or been burnt too

many times) but I put much greater stock in a

person’s actions over their words – especially

when it has been demonstrated by consistent

behaviour over a long period of time.

This got me thinking about how important

ethics and integrity are, not only in business,

but in life generally. I remembering reading

a book entitled “The Power of Ethical

Management” by Ken Blanchard & Norman

Vincent Peale which provided a three point

ethics check which can be applied to any

decision you take. The questions were:

Is it legal?

Is it balanced?

How will it make me feel about myself?

These are great questions that cut through

the noise (and grey areas) to get to the heart

of ethical behaviour.

Is it legal? This seems to be a basic

question, but it is more than just about

“breaking the law” – it also includes the

need to operate within agreed company

policy and not to do anything that is

improper, illegal or immoral that could

harm or embarrass the company. If you can’t

answer yes to this question then there is no

point in considering the next two questions.

Is it balanced? Or more importantly – is it

fair? Actions that result in one party winning

big and the other losing big invariably cause

problems later – especially if it is a regular

occurrence. Trust is eroded and it will

become harder to do business in the future.

It is better to ensure that both parties do

“ok” from any deal. This doesn’t mean you

can’t be tough, negotiate hard and demand

superior performance from everyone you

deal with. You can and you should. What you

must do, however, is leave some “meat on

the bone” for those relationships that are

important to you now and in the future. If

they don’t prosper, then neither may you.

How will it make me feel about myself?

Would I be proud or ashamed? Would I tell

my spouse or kids about it (without sugar-

coating the facts)? Would I like to see it

on the evening news? These are sobering

questions that are perhaps best summed

up by the old Chinese proverb, “a clear

conscience never fears a midnight knock

at the door”.

Getting three “yeses” is a tough assignment

but a fabulous way to do business. Ethical

businesses do better and last longer

than unethical businesses – that should

be reason enough to act ethically. Some

businesses ignore this, however, and choose

a different path, perhaps looking for a short

cut to success. There aren’t many of those

unfortunately.

The problem is that you can’t undo history

and “unethical” actions taken years ago

will be remembered by someone out there

(regulators, competitors etc.) even if you

thought it was forgotten. Just hope that they

don’t have the means and the will to hold

you accountable for them in the future…

Paul Breen

Paul BreenPartner/Director

6.2 || an innovation lab

THERE’S ONLY ONE WAY TO DO BUSINESS – ETHICALLYBY PAUL BREEN

CULTURE

02

CAUSE.IT: REWARDING VOLUNTEERS AN APP THAT HELPS MORE PEOPLE DO GOOD IN THEIR COMMUNITY.

INNOVATION

VIEW LINK: HTTP://WWW.CAUSE.IT

05

Cause.it is a new smartphone app designed

to link nonprofits with businesses and

people to drive good within the community.

It enables volunteers to be rewarded with

tangible products from local businesses for

the work they complete with nonprofits.

Socially-minded consumers download the app

and sign up for causes that either require them

to ‘say’ (spread the message about a cause

via social media), or ‘do’ (volunteer their time

and effort to a project). They are then rewarded

through the accumulation of points that can

be redeemed at partnering local businesses.

These participating businesses gain fresh

goodwill, extra business opportunities and

improved image and branding.

Participating businesses also receive a

monthly report on which specific causes

have helped drive business so they can better

identify what causes to align with in the future.

This means, for the first time cause-related

marketing has metrics.

This idea is similar in nature to that of a

marketing initiative by Danish chocolate brand

Anthon Berg. A pop-up store, open for one

day only, allowed people to buy products with

the promise of doing a good deed as their

currency. Goods were priced with over 30

different deeds including ‘serve breakfast in

bed to your loved one’ in order to encourage

people to be more generous to each other.

This tied in with the company slogan ‘You can

never be too generous.’

Customers were required to pledge their

good deed to a friend or family member on

Facebook from the store’s iPads as proof of

their intention to follow through. Take a look

at the video: HTTP://BIT.LY/IKL6TC

VOLUNTEERS ARE REWARDED WITH TANGIBLE GOODS FROM LOCAL BUSINESSES FOR WORK COMPLETED WITH NONPROFITS.

INSIGHT >>Leveraging technology to provide value is not new. The concept

of creating platforms as new business channels is a smart way to

create an online resource to grow your community.

The consumption of energy is something we

can’t physically see, but now it’s possible for

us to visualise how much we’re using versus

Facebook friends or foes. Opower and the

NRDC (National Resources Defense Council)

have developed a customer engagement app

that allows users to engage in friendly energy

consumption competition on Facebook.

Sixteen energy companies across the

United States are participating with this

app. The 20 million households serviced by

the participating utilities are able to use the

‘Utility Connect’ feature of the app, which

uploads their comparative energy usage

figures to Facebook. However, other Facebook

users can still access the app. Where usage

data is unavailable, the app can estimate

usage based on a series of questions.

Users can compare their electricity usage

with friends or average households across

the country. They can also compare results

with the top 20 per cent of efficient homes.

The 16 participating energy companies can

set up their own energy saving challenges,

and it is expected that brands will soon

join the competition, offering prizes as

incentives. Users can also upload energy

saving tips and hints.

1 IN 6 AMERICANS ARE ABLE TO ACCESS THEIR PERSONAL ENERGY USAGE STATISTICS.

What differentiates this from other apps

that have tried and failed in the past is

the involvement of the energy utilities and

how this information is portrayed to users.

Opower has reinvented the way utilities

interact with customers. By partnering with

Facebook, Opower has immediate access to

Facebook’s 800 million plus users.

INSIGHT >>This presents an opportunity for all businesses. With the

collaboration of social networks and technology, business can

create business opportunities out of transparency and create

a whole new network of customers.

SOCIAL RESPONSIBILITY USING SOCIAL MEDIACOMPETE WITH FRIENDS FOR ENERGY SAVINGS ON FACEBOOK.

VIEW LINK: HTTP://OPOWER.COM/

INNOVATION

06

ECOATM IS SOLVING THE LARGE PROBLEM OF E-WASTERECYCLING A MOBILE PHONE AS EASY AS CASHING A CHEQUE.

EcoATM has designed and launched a kiosk

that offers a unique twist on the traditional

role of ATMs. The self-service ATM gives

people cash in return for depositing

unwanted mobile phones in what is a quick

and simple process.

The machines, currently only located on the

west coast of America, are equipped with

cameras and artificial intelligence to determine

the device’s model and worth. The price is

based on a worldwide search for the best

price of used mobiles and parts. Personal

information is collected and the seller’s driver’s

license is scanned to deter fraud and theft.

The machine rewards you with on-the-spot

cash and asks if you would like to donate some,

or all, of the money to a charity.

In the year 2000 alone, more than 4.6 million

tonnes of e-waste were sent straight to landfill.

It is here that they release harmful toxins

such as mercury, lead and arsenic. Each year

100 million phones are thrown out, or left in a

cupboard or drawer never to be used again.

EcoATM sells the phones and mp3 players on

the global market for used goods, or ensures

they are recycled at an eco-friendly smelting

facility. A much better alternative to throwing

away.

IN THE YEAR 2000 ALONE, MORE THAN 4.6 MILLION TONNES OF E-WASTE WERE SENT STRAIGHT TO LANDFILL.

INSIGHT >>Leveraging new technology to create platforms for good. This

is another example of removing steps in any process. The

more steps businesses can remove from start to finish of any

transaction or use, the better.

VIEW LINK: HTTP://WWW.ECOATM.COM/

TECHNOLOGY

07

WE ARE MOVING AT THE SAME SPEED YET WE ARE DOING IT FASTER.

INNOVATION

The other day I saw a great quote from Larry

King. He said, “A year ago, if you had told

me I’d be re-tweeting Justin Bieber, I’d have

said ‘I’ll be doing what to who?’” The rate of

change, the sheer pace of it all seems to be

getting ever faster. If you compare the time it

took the humble television to reach 50 million

people to the time it took Facebook to reach

50 million people (13 years versus 2 in case

you’re interested), you can be left with only

one conclusion: that things move much, much

faster these days than they did before. Which

is in equal parts right and wrong, depending

on your perspective.

The thing missing from the last 50 years

to suggest we’re actually operating at a

faster pace is evidence of dramatic human

evolution to not only keep up with, but cope

with how different things are since Ed Sullivan

became synonymous with entertainment via

the TV. We’re largely the same animals we

were hundreds of years ago, let alone what

constituted “us” a few decades before.

What has gone are the silos, the endless echo

chambers and wells that ideas, culture and

to a large extent people dwelled within. The

web has tunnelled between them allowing a

more rapid pace of change in society, not by

enlarging our brains, but by circumventing

the natural world’s way of keeping us from

mental overload – physical distance from one

another. In a world where I can be as aware

of the ‘craze of the week’ among Brooklyn

hipsters as I am of the latest fashion trends in

Harajuku, what we’ve lost is the ability for an

idea to have an artificial longevity via the time

it takes to travel from one place to another.

There are two ways to frame this change. One

is entrepreneur Seth Godin’s who argues the

only important part of having an idea is that

it spreads, and that it is no good to you if it

doesn’t get taken up by someone else. With

this point of view, there’s no bad in the new

way we live and work.

The other way to look at it is unbridled

negativity – that the faster movement of

information between two points is actually

detrimental when it can’t be controlled.

This point of view is generally taken up only

by those who have a vested interest in the

control of information between two points –

usually government or big business; the music

industry immediately springs to mind.

For the average person on the street, however,

it is hard to see this as a bad thing. What it

does mean is the half-life of an idea has been

dramatically shortened. We don’t tire of an

idea any faster than we used to; we just get it

at the same time as everyone else – and can

then get it any time we want after that.

All this is only a problem for businesses built

around the control of information. For them,

right now is as easy as it is ever going to get.

09

by David Gillespiecollectorsed.com

Social media and various forms of digital

platforms allow people to connect and share

information from all over the world. They

enable people with common interests to

unite. However, as this information can come

from anywhere and be stored anywhere it

becomes diluted and hard to locate.

Ideo.org has designed a new platform,

HCD Connect, funded by the Bill and

Melinda Gates Foundation. HCD Connect

is a platform that brings together people,

social enterprises and nonprofits working

with low-income communities to share

experiences and resources. It acts as a

method for sharing stories and creates

collaboration opportunities.

ASSISTS WITH THE CREATION OF NEW SOLUTIONS TO DESIGN CHALLENGES FOR SOCIAL ENTERPRISES OR NONPROFITS THAT WORK WITH LOW-INCOME COMMUNITIES.

Human-centred design (HCD) has been

used for decades to create new design

solutions to better meet the needs of the

communities they are designing for. HCD

uses a combination of techniques, such as

close listening, empathy, and observation to

design the most appropriate solutions.

HCD Connect also offers the HCD Toolkit,

which can be downloaded for free, or

purchased as a hard copy. The toolkit

ensures the correct questions are asked,

assists in building prototypes and provides

tips on how to conduct workshops. It

is designed to increase the speed and

effectiveness in implementing solutions that

directly impact these communities. The kit

walks users through the HCD processes and

supports them in the activities.

INSIGHT >>IDEO have created a product that’s free to the world based on

their own IP. Good ideas are only valuable if being put to use.

There is real power in sharing and transparency. Create more

than you capture, and it will come flooding back to you.

LEARN AND CONNECT WITH HUMAN-CENTRED DESIGN SHARING STORIES AND CREATING COLLABORATION.

HTTP://WWW.HCDCONNECT.ORG/

CULTURE

10

LOST AND FOUND: SALVAGING MEMORIES OF THE 2011 TSUNAMI COLLECTING AND RESTORING MISSING PHOTOGRAPHS

On March 11, 2011 Japan was forever

changed by the tsunami that swept away

homes and infrastructure, and claimed

over 20,000 lives. It left in its wake a sea of

destruction and waste.

During the mammoth cleanup effort in the small

town of Yamamoto, 750,000 photographs were

found and stored at the Tohoku elementary

school. Two months after the tsunami, a group

called the Memory Salvage Project was formed.

The group’s mission was to restore these lost

photographs and return them to their owners

where possible. The photos that could be saved

were cleaned and digitalised by the many

volunteers that came from all over Japan.

Researchers from the Japan Society for Socio-

Information Studies created the group that

was made up entirely of volunteers. Through

the power of social media, such as Twitter and

Facebook, the Memory Salvage Project was

able to recruit volunteers with necessary skills,

such as restorers and photographers.

680 photo albums and 12,000 photos have

been returned to their owners using the

data that took three months to build. Those

that couldn’t be returned are featured in

a travelling exhibition, Lost & Found: 3.11

Photographs from Tohoku, which has been

shown in Tokyo, Los Angeles and most recently

New York. Proceeds from the exhibition are

donated to those still living in temporary

shelters in Yamamoto.

“ These photographs draw us into their

presence and make us become aware of

their silent voices. This awareness is very

important for us who are living now and will

continue to live into the future.”

(from http://lostandfound311.jp/en/)

680 PHOTO ALBUMS AND 12,000 PHOTOS HAVE BEEN RETURNED TO THEIR OWNERS USING THE DATA THAT TOOK THREE MONTHS TO BUILD.

VIEW LINK: HTTP://LOSTANDFOUND311.JP/EN/

CULTURE

11

HOLLYWOOD GETS A GREEN MAKEOVER PRODUCT PLACEMENT FOR PRODUCTS WITH AN ETHICAL AGENDA.

CULTURE

VIEW LINK: HTTP://WWW.GREENPRODUCTPLACEMENT.COM/US/

Some people have a conscience when

they shop. They look for products that are

environmentally friendly, sustainable and

cruelty free. There is no reason why movie

and television characters shouldn’t mirror

what people do in the real world. These

fictional characters should care about the

products they buy too.

Experienced set designer Beth Bell has

teamed up with co-worker Lisa Dietrich to

create Green Product Placement. The company

is the first to promote the use of sustainable

products on the sets of Hollywood TV shows

and movies.

Green Product Placement sources products

that meet strict criteria. They must be

sustainable, charitable, ethical or organic.

Examples of brands they have worked with

in the past include; Applegate Farms, Full

Circle Cleaning Products, Peacekeeper Cause-

metics’ Philanthropic Make-Up, and Sloop

Betty’s Organic Vodka.

Bell states that the exposure these products

gain has a “cumulative effect” that can

ultimately “help viewers recognize them as a

normal brand, and not a fringe one”. It also

has great storytelling abilities as these types

of products complement certain characters

and storylines.

The products so far have appeared on

HBO’s Enlightened, Veep and Netflix’s

House of Cards.

“ BRANDS EXIST IN REAL LIFE, SO THEY SHOULD EXIST IN FICTIONAL LIFE AND REALITY SHOWS TOO.” BETH BELL.

13

Geo Fair Trade is developing ways to bridge

the emotional and geographical gaps

between producers and consumers of fair

trade goods.

Imagine being able to instantly connect with

the producers of your ethical goods. In the near

future this won’t be a figment of your imagination

but a reality. You simply run your smart phone

over the QR code found on the packaging.

Your screen will then display the location of the

product’s co-op, information about the growers,

their fair trade credentials and the contribution

purchasing that product will have on their local

community. From your local supermarket you

will be teleported miles away to a fair trade

region.

150 delegates who gathered at Liverpool Hope

University for the fourth Fair Trade International

Symposium in April were presented with this

scenario. Geo Fair Trade is currently establishing

ways to use geo-tracing (GPS technology) to

create a unique form of storytelling for fair

traders to potential consumers.

This information will clearly visualise the

impact purchasing these products will have on

their organisation, family and community and

influence the consumer to purchase their item

over cheaper options.

INSIGHT >>Again, organisations using transparency as a key business

tool. Effecting purchasing habits based on clear honest facts.

MAKING AN ETHICAL CHOICE JUST GOT EVEN EASIERVISIT COOPERATIVES ANYWHERE IN THE WORLD WITH YOUR MOBILE.

VIEW LINK: HTTP://WWW.GEOFAIRTRADE.EU/

TECHNOLOGY

14

Buy Tickets

sydney.thefailcon.com

Be inspired by some of Australia’s most successful failures.

June 7, 2012 – Museum of Contemporary Arts, Sydney

BARBIE GOES BALD FOR A GOOD CAUSE WELL KNOWN BRANDS HELPING KIDS COPE WITH CANCER.

CULTURE

VIEW LINK: HTTP://ON.FB.ME/JHN8IT

17

Barbie has morphed and adopted many

looks over the past 53 years since her

explosion onto the market. This year Barbie

is going bald.

Mattel has responded to the overwhelming

support for Facebook page ‘Beautiful and

Bald Barbie’ that received well over 1,000

likes in the first few hours of going live.

The aim of the Facebook page was to gather

support to convince Mattel to produce a bald

Barbie. The creators of the page felt that a

bald Barbie could help girls cope with hair

loss due to cancer treatments, alopecia or

trichotillomania, and reduce the stigma

attached to bald women.

The bald Barbie will be launched in 2013.

The 10,000 limited edition dolls will not be

available in retail stores, but distributed

to hospitals and centres throughout the

U.S that specialise in treating cancer

patients, and to the National Alopecia Areata

Foundation.

Becki Sypin, mother of a young daughter

with leukemia, and co-founder of the

Facebook group, approached Mattel

about the idea of creating a hairless doll.

Mattel initially declined, although they had

previously made one bald Barbie for a child

with cancer in New York. Mattel’s initial

response to Sypin’s request, stated that they

did not accept ideas from third parties. It

appears they have had a change of heart,

due to the overwhelming response to the

Facebook page.

In February, competitors MGA Entertainment

announced the launch of a series of hairless

‘True Hope’ Bratz Dolls for commercial sale

through Toys R’Us, available in June. For

every doll sold, $1 will be donated to the

City of Hope cancer organisation. Inspired

by the actions of the group, a bald G.I. Joe

Movement has also started.

MATTEL HAS RESPONDED TO THE OVERWHELMING SUPPORT FOR FACEBOOK PAGE ‘BEAUTIFUL AND BALD BARBIE’ THAT RECEIVED WELL OVER 1,000 LIKES IN THE FIRST FEW HOURS OF GOING LIVE.

INSIGHT >>Leveraging brand activation as a call to action is a powerful collaboration.

In the States, those living on campus get

‘food swipes’, a system where students

swipe a prepaid card to pay for their food.

At the end of the academic quarter, many

are left with a large accumulation of unused

swipes. There is either a manic rush to

redeem as much food as possible before

the holiday break, or students are given the

option to help alleviate the suffering of the

homeless.

Swipes for the Homeless was established in

2009, and is recognised as an official group at

the UCLA. Their mission is to combat hunger

on the streets of LA and educate other students

about a real issue within their community.

According to CEO and founder Bryan Pezeshki,

“ STUDENTS DON’T JUST DONATE THE MEALS TO US. WHILE THEY’RE DONATING, WE GIVE THEM INFORMATION ABOUT DIFFERENT WAYS THAT THEY CAN GET INVOLVED BOTH ON AND OFF CAMPUS.”

The donated food is taken to homeless shelters

and to those who live on the streets.

Swipes for the Homeless has donated over

20,000 pounds of left over food and has spread

the good word to other universities who have

followed suit.

INSIGHT >>Combining education with activation to solve real world

problems. The problem with not for profits is not the cause or

the energy to solve the problem, it is the clear knowledge for

the consumer around the problem. Education solves that fast.

FOOD SWIPES FOR THE HOMELESS STUDENTS AT UCLA DONATE FOOD AND TIME TO HELP THE HOMELESS.

VIEW LINK: HTTP://SWIPESFORTHEHOMELESS.ORG/

CULTURE

18

APP HELPS KIDS WITH AUTISM COMMUNICATE A COMMUNICATION TOOL FOR CHILDREN WITH AUTISM.

An older brother of a young boy with autism

has created AutisMate, an iPad app that acts

as a communication and therapy tool. Creator

Jonathan Izak found a gap in the market, as

previous apps designed for children with autism

required too much navigation.

The app allows the user to add their own

personal pictures, videos and voice recordings

to create visual scenes that help promote social

skills, functional skills and communication.

GPS technology is also used to present scenes

and images that align to the current location

of the user. If the user is at home, an image of

their kitchen may be displayed. By clicking on

the circle on the fridge in the kitchen, the user

will be shown what items are inside and can then

communicate what they would like to eat.

Multiple phrases and words can be attached to

symbols to promote generalisation.

The app is easy to use and understand and

comes with in-app customer support.

HTTP://WWW.AUTISMATE.COM/

TECHNOLOGY

19

GOOD IS NOT GOOD ENOUGHGood: a benefit; having desirable or positive

qualities. According to the Oxford Dictionary,

good is the most commonly used adjective in

the English language.

However, given that the definition of a word

is descriptive, not prescriptive, its meaning

at any given point in time is vast -- running

the gamut from an ideal to “not so great. It’s

good.” So what do we want it to mean when

we convey good?

We fear the context of the word has shifted

away from human intent. Using the word

nowadays has greater implication than it

ever has. Not always for good. Doing good

was once an enigma. It meant rolling up

your sleeves and having family and friends

question your choice of risk and adversity

over safety and security. Now it means

fretting over whom to loan $25 or whom to

kickstart, as one keys through pre-sifted

profiles. We’re back to a generation of

appearances again. We even travel for good,

among other things we do to assuage guilt.

[http://www.slideshare.net/scenariodna/the-

culture-of-luxury-2011-brand-packaging]

In fact, Travelocity has an initiative titled

exactly that: Travel for Good. [http://www.

travelocity.com/TravelForGood/index.html]

Apparently, good is politically correct,

sugarcoated and bordering on patronising.

We indulge in good if we can forecast and

predict positive return. Why? Because the

rising generation has had no indicators for

risk. But this too is changing as conflict hits

the world of Gen Y. It’s hard to be rosy and

hold up a lens of scrutiny to others when

you’re not ensured a job after graduation.

The concept of good does not end at “doing

good,” it extends to innovation as well. We’re

living in mediocrity -- good enough. Sales

of new mid-calorie cola Pepsi NEXT are

ahead of expectation, in spite of the cola still

being a high fructose, aspartame, sucralose,

acesulfame, potassium beverage. NEXT, to

us, implies the next big thing, not a baby

step with a cocktail of sweeteners that freak

out food activists, especially at a time when

the beverage powerhouses are modifying the

caramel colouring in their sodas to avoid a

cancer warning label.

Good is in flux. Good used to be about seeing

what happens. Good was about hope and

transformation. Blind faith. Good, however,

must now be about looking ahead.

Instead, we see like buttons. We’re soothed

by the conformity. But increasingly, good

lives in worlds that do not conform to

our expectations. The danger is that we

will exhaust people from understanding

what is truly good. Today, real good goes

unrecognized if it is not blatantly labeled

as such. And the overuse of labeling

inadvertently results in information overload

and consequently lack of action. That’s not

the intended effect.

INNOVATION CALLS FOR RISK AND DISCOMFORT

20

CULTURE

It looks like we’re doing a lot of good when

it comes to the non-profit arena. In reality,

not much is changing. Approximately 26.3%

of Americans over the age of 16 volunteered

through or for an organization between

September 2009 and September 2010. This

proportion has remained relatively constant

since 2003 after a slight increase from

27.4% to 28.8% in 2003 (source: Current

Population Survey, September 2010).

Individuals gave $211.77 billion in 2010,

about the same as in 2009 (source: Giving

USA 2011).

Real good is messy, uncomfortable,

painstaking and time consuming, as

it should be. Consider Iranian actress

Golshifteh Farahani. In January 2012,

Golshifteh, already in exile for acting in

Western films, was warned not to return

home after appearing topless in French

magazine Madame Figaro. According to a

CNN blog, “Some say Farahani has betrayed

Islam and Iran for revealing her body.

Other posters are supportive. They cheer

her boldness and defend her right to self-

expression.” http://news.blogs.cnn.com/

category/golshifteh-farahani/

At the same time, conservative Middle

Eastern women post their loan requirements

to sustain their businesses on Kiva. In lieu

of their own image, they use an image of

a husband or brother. And, just this year,

the first feature horror film made by Saudi

filmmakers, “Hidden Evil,” was brought to

the Asian and European film festivals.

Who’s doing the real good? All are attempting

a paradigm shift, an empowerment for good.

Is there room for the range? We think so.

The misstep being made is seeing good as

one sweeping notion. Just as anywhere,

cultural propensities thrive across good.

To make a change for real, authentic good

is to understand the nuances of the cultures

that might drive the change and innovation

to be acted on. What drives a person to defy

expectations? What gives one the power to

explore creativity and push the buttons of

his community? What allows a slight shift in

norms to think forward?

The culture of real good is about context,

about people and their networks [http://

www.slideshare.net/scenariodna/

sxsw-11878629], not demographics or

geolocations. Understanding and showing

empathy for the networks people engage

in will allow us to re-engage risk and

discomfort appropriately, strategically,

clearing the air for true innovation.

Editor Andrew O’Connell puts it this way in

a Harvard Business Review article, “Conflict

is the irritant that gives rise to the need for

innovation.” http://blogs.hbr.org/cs/2012/04/

what_were_reading_is_innovation_

fueled_by_conflict_or_cooperation.htm

l?awid=8218465235816627192-3271#.

T5v12bJEYBA.twitter

Just as it is difficult to roll up your sleeves

and do good, choosing to participate in good

should receive equal thought and discretion.

If we want to do good, it’s not good enough to

deploy passive tactics. The responsibility is

ours to say and do what means something.

Only then, can we can look forward to the

collaboration required for change.

Think about it. Do you think you’re doing

good enough?

21

by Marie Lena Tupot and Tim Stock, scenarioDNA inc.

www.scenariodna.com

WEAR YOUR LOVE FOR BEER A RANGE OF SUSTAINABLE DENIM MADE FROM RECYCLED PRODUCTS.

INNOVATION

VIEW LINK: HTTPS://WWW.FACEBOOK.COM/BONOBOS?SK=APP_206129382796033

23

Popular menswear label Bonobos has

introduced an environmentally friendly,

sustainable denim line made exclusively

from recycled materials. The line is called

Bottle Rockets and has rightfully earned

this name as each pair of jeans contains

3-5 recycled beer bottles.

Each pair is made using Earth Spun Yarn from

Cone Denim’s White Oak Mill. This unique

type of yarn is produced entirely from recycled

cotton, recycled polyester, plastic beer bottles

(the kind used at outdoor events).

The denim requires no dyeing as the colours

come from the materials used in the yarn.

Blue bottles are used for blue jeans and if

brown is desired, yarn containing recycled

x-ray film is used.

THE LINE IS CALLED BOTTLE ROCKETS AND HAS RIGHTFULLY EARNED THIS NAME, AS EACH PAIR OF DENIM JEANS CONTAINS 3-5 RECYCLED PLASTIC BEER BOTTLES.

INSIGHT >>Look for real world objects in need of a new purpose, this

creates a great story but also an intriguing and entertaining

business case.

The Green Ribbon Schools Program has

been developed by the U.S. Department

of Education. Similar to the Blue Ribbon

Schools Program, which rewards academic

excellence, the Green Ribbon Schools

Program recognises and honours schools’

environmental efforts.

Schools that reduce their environmental

impact and costs, promote student health,

and have a high quality environmental and

outdoor education program will be recognised

and rewarded.

On April 23, 78 schools received this honour

for the multiple methods adopted to reduce

carbon footprints within American schools.

Arne Duncan, U.S. Secretary of Education,

wrote on his blog, “We’re honoring schools

that use green roofs, pervious pavement, rain

gardens, rain barrels, rain cisterns and low-

flow water equipment of all types.”

Multiple schools have buses that run on

“ultra-low sulfur diesel, compressed natural

gas or the discarded cooking oils of local

restaurants.”

And in the cafeteria and classroom, the winning

schools use “reusable snack bags and water

bottles; dine with reusable plates, napkins

and utensils for meals; and save paper by

converting to digital assignments and grading.”

The purpose of the initiative is to maximise

learning possibilities for students and to

reduce pollution in and around schools, as well

as reducing schools’ energy costs. Real-world

skill sets based around healthy living, and

living in harmony with the environment will be

developed.

ON APRIL 23, 78 SCHOOLS RECEIVED THIS GREEN RIBBON SCHOOLS AWARD FOR THE MULTIPLE METHODS ADOPTED TO REDUCE CARBON FOOTPRINTS WITHIN AMERICAN SCHOOLS.

REWARDING SCHOOLS FOR THEIR ENVIRONMENTAL EFFORTS ENVIRONMENTAL EDUCATION TO REDUCE CARBON FOOTPRINT.

HTTP://WWW.GREENRIBBONSCHOOLS.ORG/

CULTURE

24

B CORPORATIONS GO GLOBAL FOSTERING SOCIAL ENTERPRISE.

Last year Sistema B was formed, a small

South American group whose purpose is

to foster more social enterprise through

the adoption of the American system of B

Corporations. This system eases operations

for specialised companies that combine

profit and social good.

Within the United States there are currently

521 for-profit companies operating under

the B Corporations system. To be certified,

these companies must agree to blend social,

environmental and community impacts into

their business model, and consider them

along with earnings when making strategic

decisions.

Co-founder of Sistema B, Juan Pablo

Larenas’s vision is to use the American

system in South American countries to foster

more social enterprise. Sistema B hopes to

form a licensing agreement with B Lab (the

organisation that certifies B Corporations)

to use their certification and evaluation

metrics.

Larenas hopes to certify 500 Latin American

B Corporations within the next three years.

The vision is to eventually expand into Chile,

Argentina, Columbia and Brazil. Many B

Corporations already operate within this

sector, however, Larenas says, they don’t

know how to meet the official standards.

They need a proper framework to leverage

existing social and environmental work and

a trusted certification to separate the real

thing from the negative connotations of

‘greenwashing’.

Two companies have been formally certified,

Triciclos, a recycling consultant in Chile and

Ouro Verde which produces food products

from Amazonian nuts.

“ EVERYBODY WANTS A TRIBE. THIS IS THAT TRIBE.” SAYS JAY COEN GILBERT, CO-FOUNDER OF B LABS.

Companies must prove their social impact

via an evaluation and certification process

and not by just paying a membership fee or

signing a values statement.

HTTP://WWW.BCORPORATION.NET/ABOUT

INNOVATION

25

COLOUR FOR A CAUSE COLOUR IN DESIGN AND IMAGES USED TO PROMOTE SOCIAL ISSUES.

INNOVATION

VIEW LINK: HTTP://BIT.LY/JHYZCA

27

Colour plays many roles in our lives. When

it comes to marketing and advertising its

role is paramount. At times it speaks louder

than words and has the power of association.

Colour is especially important for cause-

related marketing.

Design students of San Francisco’s Academy

of Art University wish to strengthen this

relationship between colour and causes.

Pantone, who sets colour standards for design

industries, approached the university to

collaborate on ‘Colour in Action’, a project that

aims to discover how colour can be used as a

social vehicle to drive change.

Eight teams were established, each with a

social issue as its foundation. For instance

Team Environment will explore the issue of

rising sea levels, and Team Discrimination

will look at bullying and how colour can best

communicate the desired message.

Each team is given six weeks to research their

topic before any designing can take place.

According to instructor Tom Sieu, “That’s

rare in a design curriculum. Usually, on week

two of any given design class, students go off

and start designing without developing a true

sense of the problem they’re attacking.”

The main challenge of the project, according

to Pantone’s director of corporate marketing,

Giovanni Marra, is that “college students

are taught about design, but then they get

out into the professional world and struggle

trying to get their message across. For the

presentations, the students had to organize

their thoughts and put together a cohesive

presentation and communicate what they’re

trying to do. I think that’s something that’s

always lacking in design schools today.”

On May 14 final presentations will be made

with a $10,000 scholarship from Pantone up

for grabs. Marra also hopes that some of the

projects become a reality, and do not stay on

the drawing board.

.

INSIGHT >>Design is critical to connecting and brand building. Through

design we can remove barriers by creating emotional, personal

connections with projects, brands and products.

No one needs to be told that technology is

changing our lives, and our world, fast.

But while it has delivered rapid change,

technology has not delivered on a lot of

promises.

What I’m talking about here is technology’s

promise of creating a better future, a future

that works for everyone. Because what

is technology for if not to make our lives

better?

So far, I see a world where some people’s

lives have become hyper-convenient, while

others are at the butt end of our world’s

glaring and gaping inequality. In a world

where technology really hasn’t begun to

address this, any piece of technology that

solves a real problem rather than a first

world problem is a good start.

One of the real problems that we’re facing is

the possibility of a very dark scenario as our

resource intensive consumer culture hits the

limits of the earth’s resources. A population

growing toward 9 billion people, on a planet

that has a finite capacity to provide for us, is

a scary situation in anyone’s mind.

And the fact of the matter is, when we look

at the environmental and human disasters

of our age - obesity, starvation, pollution,

financial crisis, you name it – corporations

are connected to it. So, in another scary

truth that our eyes are being opened to,

the capitalist system that we have relied

upon to increase our standard of living is

now undermining it. Here is a super-wicked

problem.

By far the most exciting development in

smart technology I’ve seen in the last

year addresses this very problem - the

human, social and environmental impacts

of capitalism and corporations. It’s the

startup ‘OpenLabel’. At first glance an

inconsequential shopping guide, this app

has radical implications for the way people

consume, and the future of business.

Studies on consumer purchasing show a

persistent trend: more consumers would

like to know where the product or service

they are buying comes from, and an

increasing number are demanding that this

information be made available to them.

OpenLabel is an open source, public

database where people can add what they

know about a company or product to its

label. A ‘wiki’ label if you will. Their strapline

is ‘An Open, Public Label on Every Product’

and it’s described as a ‘fast way for people

to keep each other informed about products.

Just scan any barcode, and exchange

reasons to BUY or AVOID the product’.

Here’s how it works:

http://www.youtube.com/

watch?v=4iVFF6aUSoo

28

OPENLABEL: WIKI-ING OUR WAY TO BETTER CHOICES TECHNOLOGY’S IMPACT ON THE WORLD COULD BE BETTER.

INNOVATION

Of course, people use this tool to

recommend a product they love, or warn

friends about dodgy ones. But what’s really

fascinating about this technology is that

it will allow the public to probe where we

haven’t probed before, to unlock knowledge

and attach it to products and companies.

To scrutinise companies’ behaviour as we

scrutinise their products. This opening

up of organisations is called ‘radical

transparency’.

OpenLabel allows us to advise people to

‘Avoid’ a product, selecting a reason from

several choices. For example, we may flag

it as an ‘Environment’ issue and attach

information about a Greenpeace boycott. Or

we can select ‘Buy’ and attach the reason

‘Health’ because they can verify that a

company is certified organic.

Why does ‘radical transparency’ matter?As a society, for the most part, we have

ignored the fact that there are huge

risks associated with new technologies

and products. Oil, plastic, antibiotics,

fertilizers and many other products of

our modern society have made our lives

easier and are responsible for some of

the greatest advances our civilization has

ever experienced. Their benefit to society

is undisputable. Yet, unbeknownst to many,

these technologies have also slowly started

to erode the health of our planet and our

bodies.

Even the most hopeful of us must concede

that we are going to stay in the consumer,

economic growth model for a small

while longer. Thus we need to make the

governing institutions (corporations) open

and accountable. In this case, ‘radical

transparency’ holds the key to sustainability,

or at least ameliorating the worst of these

impacts.

Why will ‘radical transparency’ work?There are countless examples today of

companies going to enormous lengths to

reduce their carbon dioxide emissions,

improve their social responsibility and

reduce their overall environmental footprint.

There are also countless companies, and

smaller manufacturers and suppliers who

are not. Consumers need to be able to

navigate this minefield in order to be able

to make the right choice and encourage the

right corporate behaviour.

No one wants to purchase a product that

causes harm, but currently harm is hidden

in the supply chain, well out of sight and

well out of mind. The information end

consumers are provided with is sometimes

improved by regulation around labelling and

disclosure, but more often censored and

tainted by marketing, misleading messaging

and ‘greenwashing’.

What OpenLabel does is brings the

combined knowledge of the public before

the consumer, at the moment of purchase,

allowing them make an informed decision

based on all the information.

The desired state of decades of work toward

corporate social responsibility (CSR) and

corporate sustainability has really been

radical transparency. If full information

about public companies is ubiquitous,

the world is watching, and we will see

companies behave accordingly.

Continued over...

29

By Sally Hilsustahood.com

Says who?In his book “Ecological Intelligence”, Daniel

Goleman discusses the potential for ‘new

technologies that reveal with “radical

transparency” the ecological impact of

products we buy, with the potential to drive

consumers to make smarter decisions

and companies to reform their business

practices.’

Goleman and others, such as Josh Dorfman

the founder of another iPhone app ‘Good

Guide’, have come to believe that the answer

is radical transparency -- that is, revealing

the full story to consumers about the

environmental, health and societal impacts

of every consumer product on every store

shelf. Not just so-called green products, but

everything.

Now what?The possibilities are exciting. OpenLabel

would give you independent, peer-reviewed

information about the labour, raw materials

and manufacturing processes that have

gone into making a product.

Let’s look at working conditions as an

example. Not only would you be able to learn

about and see the whole supply chain of

‘The 10 Companies Who Control (Almost) Everything We Buy)’

30

INNOVATION

your product, but if the working conditions

weren’t up to scratch in a factory, this app

makes it possible to hear it firsthand from

the worker themselves. Concerned about

chemicals in a food product? Hear from the

food scientist who brought it to market.

“ Users could add notes about the

manufacturer’s use of child labor, sweat

shops, animal testing, toxic chemicals, and

more, and then give the product a thumbs-

down. While those types of things sound

like they may give OpenLabel somewhat of

an activist slant, there are other types of

things that could be shared, too, like the

company’s political leaning and donations,

its support for or stance against particular

political or rights issues, like SOPA or

employees benefits for same-sex couples.

OpenLabel could also be used to share

information about whether the product

was recalled or had child safety issues,

contained allergens like gluten, or whether

it was derived from GMOs.” - TechCrunch

OpenLabel might show a buyer information

like the corporate tree below, so that they

actually know which parent company owns a

brand, and therefore, where their money will

end up.

OpenLabel even has the power to counter

misleading advertising and circumvent lazy

labelling regulation.

Even if it works, will people care?There are a number of recent examples

which point to the idea that once people

know what is going on behind a company’s

closed doors they are ready to speak out and

change their consumer behaviour.

SumofUs, a global movement of consumers,

investors and workers around the world who

aim to hold corporations accountable for

their actions, have seen 600,000 consumers

stand up on corporate responsibility issues

since launching only six months ago.

Change.org waged a hugely successful

campaign asking Apple customers to speak

out about workers’ rights in the factory of

Apple suppler Foxconn.

The slick and compelling campaign for

genetically engineered food labelling in

the US called ‘Just Label It’ has reached

1 million supporters.

http://www.youtube.com/watch?v=SR-

oGMcBUX8

And now we have technology to support the

rising consumer movement that appears to

follow increased transparency.

OpenLabel are not going anywhere. The

company and its founder Scott Kennedy

received two rounds of seed funding in 2011

and 2012. And they’re changing the way we

think about product comparison. “We’re

about everything but price,” says Kennedy,

“we’re about actual information.”

An app like OpenLabel (and similarly,

but perhaps not as comprehensively,

GoodGuide) enables us to quickly compare

products on a comprehensive set of

criteria at the precise moment we want the

information. Which, of course, is when we’re

standing in the shopping aisle deciding

what to buy. While GoodGuide is backed by

chemists, toxicologists, nutritionists and

sustainability experts, OpenLabel gathers

information from everyone who has ever

come into contact with that product or its

ingredient.

Depending on where you sit, transparency is

either a wonderful thing or a terrible thing.

But companies are going to be forced to

grapple with it, if they aren’t already.

Clever companies will know that the way to

face this challenge is to begin behaving in a

way that means they have nothing to hide.

They will create a company where they’re

proud to share and their only secrets are

exciting ones.

31

33

CULTURE

According to the Australian Institute of

Company Directors women now make up

an all-time-high of 13.5 per cent of ASX200

directorships. At first glance this seems

like something to celebrate, an amazing

achievement. Or is it?

Let’s consider this for a moment. Most

companies boast that their number one

objective is to engage and satisfy the end

consumer of their service. After all, if they

do not focus on that consumer, how can they

ensure that they will achieve their financial

targets and continue growing in the long

term? Great, but who is that consumer?

Of course that depends on the product or

service being sold. It also depends on the

where, why and when. Nevertheless, we can

make some educated assumptions based

on the stats.

According to the Australian Bureau of

Statistics, women account for circa half the

population of Australia’s adult population.

More significantly, globally, female consumers

control $20 trillion in consumer spending.

They make the final decision for buying 91

percent of home purchases, 65 percent

of the new cars, 80 percent of health care

choices, and 66 percent of computers.

But wait there’s more! By 2014, the World

Bank predicts that the global income of

women will grow by more than $5 trillion.

Now I am the last person to assume that

women alone have the ability to understand

the needs and behaviors of their fellow

sisters. Having said this, it is glaringly

obvious that the disparity in gender

representation at senior, executive and

directorship level opportunities are grossly

inadequate in ascertaining a sustainable,

long term relationship between that all

important consumer and the companies who

claim to have that consumer’s best interest

as the foundation to their organisation.

So based on the above, where do you

rate yourself on the scale of ‘putting your

customer first’? Do you know how much of

what your organisation earns is controlled by

women consumers? If yes, what is the ratio

of women to men in your senior leadership

team, and how does that compare to your

consumer gender ratio? The maths seem

simple enough... Invest in hiring, promoting,

engaging, training and empowering your

female workforce to ensure they reach the

highest levels of your management team,

or risk missing out on taking advantage of

a direct access to the ever elusive mind

of your female consumer.

WOMEN IN YOUR LEADERSHIP TEAM ARE YOU GOOD, BAD OR INDIFFERENT?

BY LEILA HIBRI

COOL CAMPAIGNS

DOGS, MUSEUMS, TWEETING CARS AND HELPING THE HOMELESSLINKS WORTH VISITING TO SEE WHAT OTHERS ARE DOING.

URBAN ART

DELIVERS STORIES

OF HOPE IN NEW

DONATIONS DRIVE

Client: Matthew Talbot Homeless Services

Agency: George Patterson Y&R, Sydney

Country: Australia

Using life-sized silhouettes of rehabilitated

individuals placed in the spots where they

once slept and begged, Matthew Talbot

Homeless Services has brought to life

their emotional stories explaining their

circumstances and ultimate recovery.

The reader also has an instant opportunity

to sponsor the potential of someone else

currently in need via a scanned QR code

and URL address.

http://www.sponsorthepotential.org.au/

BY GLENN CHANDLER

COOL CAMPAIGNS

35

�Finding�your�best�friend��just�got�easier�in�NZClient: Pedigree

Agency: Colenso BBDO

Country: New Zealand

PEDIGREE’s global positoning is “We’re

for Dogs” and this campaign hits the brief

perfectly. The website helps people who are

looking for a dog and pairs them up with one

of the thousands of abandoned dogs in NZ

using facial recognition software.

http://www.doggelganger.co.nz/

Ikea�rents�space�at�your�placeClient: Ikea

Agency: 303Lowe

Country: Australia

Ikea’s proposition was simple. The longer

their catalogue is in your home, the more

you will buy. To make sure you didn’t throw

it out, Ikea offered to pay people in South

Australia and Western Australia to keep

their catalogue and not throw it out.

http://www.youtube.com/

watch?v=VTfnil3AxjA

Cars�that�find�the�car�park�for�youClient: Mercedes Benz

Agency: jvm-neckar

Country: Germany

What’s better than one pair of eyes helping

you find a car park? A whole fleet! Mercedes

takes technology that already exists in their

cars to a new social level.

http://awards.jvm-neckar.de/

2012/tweet-fleet/fwa/

Exhibiting�your�Social�lifeClient: Intel

Agency: Projector

Country: Japan

I guess when you produce computer CPUs it

is a hard to task to connect with dpeople in a

human way. Intel have done a nice job here

utilizing your facebook account and bringing

it to life in your very own gallery.

http://www.youtube.com/

watch?v=XC6vALV2ZBE

http://www.intel.com/museumofme

/en_AU/r/index.htm

Using�a�new�mediumClient: Melbourne Writers Festival

Agency:JWT Melbourne

Country: Australia

This agency has created something quite

unique. Utilising Wi-fi networks, they were

able to send short stories to mobile devices

in Melbourne.

http://www.youtube.com/

watch?v=pzTC_ZBFZC4

QR TAGS DESIGNED TO HELP TREES GROW IN WASHINGTONCITIZENS ADOPT AND CARE FOR THE TREES THAT LINE THE STREETS.

The District of Columbia’s District Department

of Transportation (DDOT), as part of their

Canopy Keepers program, has allowed citizens

to adopt newly planted trees that line the

streets of their neighbourhood.

Still in its pilot stage, residents are invited to

scan the QR code tags that are attached to

the trees with their mobile phone. They are

then taken to the DDOT’s website to express

and register interest. Once they have adopted

the tree residents are required to provide 10

gallons of water per week from spring through

to winter. Adopters receive a slow drip watering

tube to facilitate the process free of charge.

Adopters are also responsible for clearing any

litter and weeds, and must report any need for

major maintenance.

Four neighbourhoods are participating in the

initial stages of the project. These are Adams

Morgan, Brookland, Fairlawn and Tenleytown.

The Canopy Keepers program has successfully

already planted and adopted out more than

2400 street trees.

VIEW LINK: HTTP://1.USA.GOV/KNHVJP

CULTURE

36

DIAMOND RINGS, TRASH, GREEN CITIES AND CREATING MOVEMENTS

CRITICAL LINKS

37

YOXI.TV: DISCOVERING AND DEVELOPING SOCIAL INNOVATION ROCKSTARShttp://www.psfk.com/2012/04/young-people-

change-world-yoxi-tv.html

ETHICAL STYLE: ANGELINA JOLIE’S ENGAGEMENT RING AND THE STATE OF THE ETHICAL DIAMOND http://www.good.is/post/angelina-jolie

-s-engagement-ring-and-ethical-diamond-

sourcing/

MEXICO CITY: NOW LETS YOU TRADE TRASH FOR FOODhttp://www.fastcoexist.com/1679706/

mexico-city-now-lets-you-trade-trash-for-food

GREEN CITIES: HOW THEY ARE CLEANING UP THEIR TRASH? http://www.good.is/post/how-the-greenes

t-cities-in-the-world-clean-up-their-trash/

SOME OTHER LINKS WORTH A VISIT

INFOGRAPHIC

UPS: KEEPING THE BLUE SKIES GREEN UPS’S AIRLINE FLEET

REPRESENTS 53%

OF ITS TOTAL CO2

EMISSIONS IN 2009.

HERE’S WHAT THE

COMPANY IS DOING

TO CUT DOWN ON

EMISSION, IMPROVE

FUEL EFFICIENCY,

AND MINIMISE NOISE

38

INFOGRAPHIC

or