sustainability driving innovation - oecdsustainability driving innovation dr. dorothea seebode phili...

Sustainability Driving Innovation

Dr. Dorothea SeebodePhili R hPhilips Research

13 November 2009

A path towards sustainable developmentA path towards sustainable development asks for a need driven multi-stakeholder

i ti h!innovation approach!

Thus, we have to re-invent innovation

Philips Research, Dr. Dorothea Seebode, 13 November 2009

The essence of the challengeThe essence of the challengeEcological footprint

The current unsustainable global socio-economical system

Human D l tDevelopment

Index

Philips Research, Dr. Dorothea Seebode, 13 November 2009 3Source: WWF Living Planet Report 2006

The essence of the challengeThe essence of the challengeEcological footprint

The current unsustainable global socio-economical system

Leading innovation question:Leading innovation question:How are we going to increase people’s quality of life while staying within the limits of our ecosystem capacity?

Human D l tDevelopment

Index

Philips Research, Dr. Dorothea Seebode, 13 November 2009 5Source: WWF Living Planet Report 2006

Innovation Framework for Sustainable DevelopmentInnovation Framework for Sustainable Development (of Health & Well-being)

In the Brundtland report (1987) we find the following definition:

Sustainable Development is not a fixed state of harmony

(Healthy) Individual

Lifestyle

Quality of Life

Well –being

(Healthy) Environment

Physical Infrastructures(Phone, streets, railway, etc.)

Culture

(Healthy) SocietyBiodiversity

Climate,Atmosphere

Resources:(oil, raw materials, ..)

Beliefs /Values

Economy

Water

Agriculture& Forestry

body mind soul

BuildingsArchitecture

Societal systemsHealthcare, education, etc.

(Healthy) Individual

Lifestyle

Quality of Life

Well –being

(Healthy) Environment

Physical Infrastructures(Phone, streets, railway, etc.)

Culture

(Healthy) SocietyBiodiversity

Climate,Atmosphere

Resources:(oil, raw materials, ..)

Beliefs /Values

Economy

Water

Agriculture& Forestry

body mind soul

BuildingsArchitecture

Societal systemsHealthcare, education, etc.

Sustainable Development is not a fixed state of harmony,but rather a process of change in which the exploitation ofresources, the direction of investments, the orientation oftechnological development, and institutional change are madeconsistent with future as well as present needs.

Dimension: quality of “stakeholder influence”capturing the who, where, how?

pDirect Influence

Improving &Global Challenge for Society at Large Dimension: Improving &optimizing in the current socio-economic eco-

Global Challenge for Society at LargeEcological footprint

Human Development

Index

Unsustainable paradigm:Human development is accompanied byincreased unsustainable consumption, thus ecological footprint!

Leading innovation question:How are we going to increase people’s quality of life while staying in the limits of our ecosystem capacity? How are we changing the dynamics of the current consumption & production paradigm?

Developing & living in a new socio-economic eco system

Dimension: quality of “eco-system” changecapturing thewhy, what, when?

Indirect Influence

system2CONFIDENTIAL Corporate Technologies & Philips Research , DS, 10 December 2008Source: WWF Living Planet Report 2006

eco-system

Philips Research, Dr. Dorothea Seebode, 10 December 2008 6

Indirect InfluenceDisruption Zone

Philips Research, Dr. Dorothea Seebode, 13. November 2009

A Transformation required? q

From Towards

Maximizing the single parameter

Optimizing a set of parameters

ECONOMIC VALUE(created “unsustainable situation”)

for MULTIPLE STAKEHOLDERS(aims for “1-planet” living)

1950’s 1960’s 1970’s 1980’s 1990’sGloom & Growth & Anxiety & Prosperity & New Markets

2010’s 2020’s 2030’s 2040’s 2050The Responsible Innovative Formidable Close to


Gloom & Growth & Anxiety & Prosperity & New Markets

Renewal Liberation Constraints Globalization &Realities

WBCSD Vision 2050: future decades?

turbulent twenties thirties forties 1-Planetteens Living

The Economist: recent decades

Example: Climate ChangeFROM ‘(post-)industrial’ paradigm TO ‘???’ paradigm

Example: Climate Change

Individual CO2 intensive lifestyles Personal attitude & consumption pattern CO2 neutral lifestyles

From… through …towards

y consumption pattern y

Transform supply & value chains in need driven value nets

Structured along production & supply oriented industry sectors (car, railway, oil, …)Economy /

Need / demand driven production & supply (e.g. mobility)

yBusiness e.g. Subsidies validating

the status quo

Incentives / stimuli for system innovation Towards a new effectiveness

Policies & legislation

Redefine energyD d f f il f l Renewable energy &Redefine energy industry= production

& supplySociety / Government

Dependence from fossil fuel based energy & electricity

Renewable energy & de-coupling of progress from increased energy use

“Locked in” centralized high tech infrastructures Autonomy via distributed systems

Independency from high quality

Peak oil; cheap oil, increased water consumption; food vs.

Nature /Environment

Find a solution to“tragedy of commons”

Nature as school:Life creates conditions conducive to life

tech infrastructures y yinfrastructures


fuel, etc. conducive to life …

What’s happening? 1. local immersion

2. identify needs

pp g

BoP solutionsth hthrough multi-sectorapproach

4. validation

6. Upscale

5. Pilot biz model

Philips Research, Dr. Dorothea Seebode, 13 November 2009 9

The framework can lead to a solution map:Some transformations in the disruption zone:* From fossil-fuel based renewable energy* From products & solutions eco-system design * From “linear” value chain closed loop value net

Example: Philips LightingLight, Air, Water, Waste *

B d ffi i i To a new effectiveness:

From linear value chain closed loop value net* From end-user driven “network” innovation

Individual Beyond efficiency increase:(within existing paradigm)

From conventional li ht t

(develop new paradigm)

From CO2-efficient toCO2-neutral closed

Developing &Improve & i i

Business

light sources toenergy efficient lighting

CO2 neutral closed loop lighting solutions

Developing & living in a new

socio-economic

eco-system

& optimize current socio-

economic t

From component & product tolighting systems & solutions

From lighting solutions tointegrated building systems & solutions eco system eco-systemSociety systems & solutions

Nature /Environment

CO2-freeLightingsolutions in e.g.Af i

From technology push toend user driven

From end user driven toMulti-stakeholder co-creation

(enabling sustainable development)


Africa

* http://www.design.philips.com/probes/projects/sustainable_habitat_2020/index.page

What we are learning:What we are learning:

• PIONEER’S PARADOX: how do you phrase your new understanding in such a way that• PIONEER S PARADOX: how do you phrase your new understanding in such a way that it captures the essence of the new yet can be easily understood by others?

REDEFINE VALUE• REDEFINE VALUE: sustainable development has to become part of business: seeing it as an innovation driver is a powerful perspective; where are the innovation & business opportunities?

• LOCK-IN & REBOUND EFFECTS: how do we innovate beyond existing high quality infrastructure , behavioral pattern and KPIs? How to make sure that efficiency increase is not overcompensated by increased consumption?

• SYSTEM THINKING & ACTING: how do we ensure that we solve the real problem prather that optimize sub-solutions?

• And: OPEN INNOVATION for sustainable development is easier said than done


• And: … OPEN INNOVATION for sustainable development is easier said than done …

ConclusionsSustainable Development

Health & Wellbeing

Conclusions

A new innovation paradigm is emerging asking forCreativity Courage and Confidence in our common better future

Philips Research, Dr. Dorothea Seebode, 13 November 2009 12

Creativity, Courage and Confidence in our common better future..

C n t l ti ns h h m ns!


Congratulations, you have humans!

Philips Research, Dr. Dorothea Seebode, 10 December 2008

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