THE NEW SUSTAINABILITY: RE GEN E RATION WEL COME

The future of sustainability will focus on regeneration, with pioneering brands at the heart of the effort.

2018 has seen record heatwaves on planetary boundaries. Put simply, we regeneration: seeking to restore and systems, to reimagine production, four continents, wildfires in the Arctic are consuming more than we have. replenish what we have lost, to build to re-evaluate the way we do business Circle and perilous water shortages This year, Earth Overshoot Day, which economies and communities that and to reconsider how we live. in South Africa, Australia and India. marks the point at which we have used thrive, and that allow the planet to Scientists now talk of a “sixth mass more from nature than the planet can thrive too. Consumers are already operating from extinction” of wildlife, birds, insect and renew, came earlier than ever before, a sustainability mindset, even if they marine life. Living systems, they say, on August 1. This is not just a threat to For John Elkington, an authority struggle to make it a lifestyle. They are in decline. nature, but to human society too. on sustainable development who are increasing the pressure on brands coined the term triple bottom line, to make it easier for them to do so, There’s no question that human activity To borrow a phrase: time’s up. the goal of sustainability will be to calling for greater transparency and is responsible. Despite 195 countries “regenerate economies, societies pushing for more sustainable options. signing up to the Paris Agreement to Sustainability as we know it is dead. and the biosphere.” This is no small Witness this year’s grassroots plastics reduce carbon emissions in 2015, our Doing less harm is no longer enough. challenge. To tackle it, we’ll need to protests at supermarket checkouts the use of resources continues to exceed The future of sustainability lies in collaborate on a global scale to rethink world over.

An aerial image of Theewaterskloof Dam taken in March 2018 when the dam was at 10.6% of its capacity. Theewaterskloof is the largest dam in the Western Cape, and one of the six main dams that supplies water to the city of Cape Town. © Joel Redman as part of the Union of Concerned Photographers project launched by WeTransfer.

P. 2 SU STAIN ABILITY /səsteɪnəˈbɪlɪti/

For our research, we adopted a commonly used definition As governments struggle to keep jobs. It’s potentially a win on many (Australia, China, the United Kingdom of sustainability that centers on three interlinked pillars: the fragile Paris Agreement on track, fronts for brands, which can drive and the United States), and what businesses and brands have an efficiency and minimize exposure they mean for brands. We explore • Environmental (Planet): Living within the means opportunity to play a decisive role to risk while aligning with the values the imperatives for business and share of the planet’s natural resources in the sustainable future, putting of stakeholders from employees to advice from the more than 30 experts • Social (People): Maintaining long-term wellbeing regeneration at the heart of strategy. customers. And companies such as who shared their wisdom with us. for people and communities In the words of the late Ray Anderson, Unilever are showing that it’s possible And we diagnose the global emerging • Economic (Profit): Delivering a profit, but not former CEO of Interface, business to make a profit too. trends in the sustainability space at the expense of the other two pillars “is the only institution that is large as well as documenting the global enough, and pervasive enough, This report explores the future of innovation landscape. Sustainability is a balancing act between these three and powerful enough, to really sustainability. It’s a complex, nebulous pillars. The 1987 United Nations report “Our Common lead humankind out of this mess.” and often paradoxical concept. Even We have designed the report so Future” defined sustainable development as “development its definition seems vague and elusive. you can dip in and out as you wish, that meets the needs of the present without compromising Yet what was perhaps once seen as a For the purposes of this report, we so enjoy at your leisure. the ability of future generations to meet their own needs.” burden or a box-ticking exercise is now are using the triple pillar definition a major opportunity for innovation and of sustainability which comprises In 2015 the United Nations agreed a set of 17 even revenue. economic and social elements as Sustainable Development Goals to guide development well as the environmental aspects action through to 2030. These recognize the importance According to conservative estimates, most often associated with the of human rights, inclusivity and equality and peace a new sustainable economy centered topic (see box). to sustainability. We also recognize these elements on the United Nations’ Sustainable Marie Stafford in our research. Development Goals could be worth We examine consumer attitudes and European Director, $12 trillion and create 380 million behaviors across four global markets The Innovation Group

P. 3 About This Report Introduction

ABOUT this REPORT

Notes on Country Differences

While the majority of the statistics proportion of unconcerned citizens: to pay more for sustainable products in the report are focused on a total 20% feel that climate change is not and services, yet 90% agree that if a population from all four countries, we an important issue (across the four sustainable lifestyle could save did want to highlight some differences countries the average is 13%), and them money, they would adopt one. between each. 17% are unconcerned over single-use plastics (versus the all country average CHINA UNITED KINGDOM of 11%). Unsurprisingly, the United The Chinese know more than most The United Kingdom has experienced States is the nation most attached to that protecting the environment a wave of concern over the impact of cars, potentially due to a widespread matters, given that they experience single-use plastics on the environment lack of public transport options. Most the downsides of air pollution first since the airing of the Blue Planet II drive petrol cars and 44% do not want hand. But while concerns may be documentary series, which provoked to see them phased out. Less than high, it’s not always easy for citizens “The New Sustainability” is a macro proprietary online tool. In June 2018, We also conducted in-depth an immediate reaction on social half of Americans like the idea of to act. There are no well-established trend report that focuses on the we surveyed 2,001 adults in the interviews with over 30 experts and media. British consumers consequently a car-free city. recycling systems in place and buying future of sustainability across three United Kingdom, the United States, thought leaders from around the world, express deeper concern over plastic sustainable products costs more. pillars: environmental, economic and Australia and China. We recontacted across sectors including science and packaging, waste and single-use AUSTRALIA Among those who could be doing social. Our research comprised several a subsection of this sample in August technology, fashion, food and drink, plastics in our data: 60% of British Australians care about sustainability more to live a sustainable lifestyle, methodologies and covered the period 2018 to gain further insight. and brand strategy and marketing. consumers strongly believe that there issues, but money is a key concern. one third say they are not doing more February to September 2018. is far too much plastic packaging these Australians exhibit a greater sensitivity because it’s too much effort. However, For the purposes of clarity, within the Please note that all data was correct days, versus an average of 51%. to the cost of living and are more with frequent scares around product In addition to extensive desk research, report all statistics, unless otherwise and up to date at the time of writing likely than other nations to feel they safety, brands which claim extra we conducted a quantitative survey stated, are reported for a combined in September 2018. UNITED STATES are unable to afford a sustainable sustainability credentials are using SONAR™, J. Walter Thompson’s total population from all four countries. The United States has the highest lifestyle: 85% say they should not have regarded as higher quality.

P. 4 Giant Kelp, AlgiKnit, USA Contents

THE RE GEN ERATIVE BUSI NESS

LOWER IMPACT 23 LIVING

RE STOR ATIVE POSITIVE 42 EXPERIENCES RE TAIL

RE THINK ING M ATERIAL S SU STAIN ABLE TECH 78 59 70 N OTES 107 87 THE NEW MINDFUL CONSUMER

Chris Hemsworth, Corona x Parley 100 Islands Ambassador The New Mindful Consumer By The Numbers The New Mindful Consumer

THE NEW MINDFUL CONSUMER BY THE NUMBERS

Sustainability is now an imperative for brands, as values-driven consumers increasingly demand options that don’t harm the planet and its people—even if they don’t always live up to their own good intentions.

P. 7 Lime-E Bike, USA The New Mindful Consumer By The Numbers The New Mindful Consumer

They care about the state of the planet… …and they feel responsible 89% care personally about protecting the planet 79% are increasingly conscious of their personal impact on the planet

They are trying to be more sustainable… …but there is always room for improvement % % 92 claim to be trying to live more sustainably 54 think they could probably do more

They accept their duty of care for the next generation… …and think brands should too

think that companies/brands that continue to % know it’s important to preserve the planet for future generations % 57 86 deplete finite resources are stealing from the future

They want to choose sustainable products… …but they don’t know which ones are actually sustainable % would always pick the brand which had a better record of sustainability % believe there’s not enough information on products 83 86 for consumers to assess how sustainable they are

They are not opposed to paying more for sustainability… …but they are not happy about it either % would be willing to pay more for products and services if % say they should not have to pay more for sustainable 70 they protect the environment or don’t infringe on human rights 77 products and services

They don’t think sustainable equals luxury… …but tides could be turning

% think sustainable products come across less as luxury and more “hippy” % 58 31 equate sustainable with quality

They think that companies need to take responsibility… …otherwise there should be consequences % feel that companies/brands have a responsibility to take care % think companies/brands that pollute the environment should be fined 90 of the planet and its people 91

P. 8 A Sustainability Mindset The New Mindful Consumer

A SUS TAINABILITY MINDSET FIGURE 1: Sustainable Habits

“Having sustainable things, it’s kind Percentage who always/often Always/often of a talking point now, whereas before, do any of the following, all countries Total % you might be a bit embarrassed to Use up leftovers 78% admit you got something second hand, Recycle at home 78% for example.” So says Anna Carpenter, Limit water use in the home 67% 34. By day she works in London in the Actively choose to buy seasonal produce 65% media industry, but in her spare time Actively buy local rather than imported goods 61% she is director of the upcycled fashion Aim to consume less in general 60% line House of Lonali, which operates Mend clothes/repair household items instead 60% out of both Sri Lanka and the United of replacing them Kingdom. “It’s nice to put your skills Refuse a plastic bag when shopping 59% toward something that’s actually for Avoid single-use plastic items 58% the greater good,” says Carpenter, (straws, water bottles, plastic cutlery) who has seen the growing consumer Buy in bulk to minimize use of packaging 53% interest in sustainability first hand. Choose to holiday in their home country 51% “People are much more interested to avoid flying in it, it’s much more desirable.” themselves thinking more about what movements focused on beach clean- they are open to helpful tips and Choose Fairtrade products where possible 50% they can do personally towards ups and “plogging” (clearing litter suggestions, and 89% think brands Use a more sustainable form of transport 47% No longer an optional extra for brands, a sustainable future (79%). while jogging) are spreading. Such should do more to educate consumers instead of a car (electric vehicle, bicycle, sustainable credentials are becoming habits aren’t just benefiting the planet, on how sustainable their products public transport) an imperative. 92% of our respondents Behaviors which once seemed they can even make us view each other are. When it comes to their own Stop taking long-haul flights 43% across all markets claim to be trying to niche are now shifting inexorably more favorably: 79% say caring for the habits, they claim to be adopting Compost waste 42% live more sustainably and 38% say they toward the mainstream. Interest in environment is a quality they look for environmentally friendly and ethically Use green/renewable energy (solar or other) 40% are doing all they can, rising to 42% vegetarian and vegan lifestyles is in a partner. sound behaviors in high numbers. Follow a vegetarian diet 29% among the millennial generation. rising across the globe. There’s a Sustainable thinking now informs Pay to offset carbon impact of flights 28% An overwhelming majority say they palpable sense of unease around Inevitably, this behavior is evident the consumer mindset and, they Follow a vegan diet 23% care personally about protecting the plastic packaging waste, prompting in consumption habits, too. Shoppers claim, their lifestyles. environment (89%) and that they find protests in supermarkets. Grassroots crave more and better information:

P. 9 House of Lonali, Sri Lanka/UK A New Value System The New Mindful Consumer

FIGURE 2: Primary Motivations for Trying to Live Sustainably A new VALUE SYSTEM Ranking, all countries # “I KNOW it’s IMPORTANT TO PRESERVE 1 THE PLANET for FUTURE GENERATIONS” The shift towards the sustainable-as- the praise or judgement of others. towards others is the number one focus standard mindset is being driven by Primarily, people say that a sense for all demographics, women and older personal values. People are looking of responsibility towards future generations feel this even more strongly. # “IT'S the RIGHT THING TO DO” for greater meaning in how they generations is what encourages 2 work, live and consume. them to live more sustainably in Other drivers in our top three are also the here and now. This aligns with values-driven, like the need to do the # “I WANT to be ABLE TO We spoke to Los Angeles-based Afdhel the most common understanding right thing and the desire to have a 3 Aziz, founder and chief purpose officer of the term sustainability among positive impact in the world. Younger MAKE A DIFFERENCE” of Conspiracy of Love and co-author of our panel: in the United Kingdom, respondents, particularly those of Good is the New Cool: Market Like You United States and Australia, people generation Z (aged 18-23 in our data) Give A Damn, who explains, “There’s a associate sustainability with the word are more motivated by the need to new kind of value system taking place “responsible.” While this sense of duty make a difference in the world. where meaning is replacing money, FIGURE 3: Word Associations with Sustainability to some extent, as a measure of Ranking by country, all countries success. That is manifesting itself in what people want to buy, where Total United Kingdom United States Australia China they want to work, and, really, what legacy they want to leave behind. I Responsi ble Responsi ble Responsi ble Responsi ble Quality feel it’s almost like a societal level of enlightenment that’s happening now.” Eff ective Survi val Survi val Survi val Eff ective

When it comes to sustainable living, Resilient Eff ective Resilient Eff ective Resilient JWT data suggests people are motivated by personal values around Survival Resilient Eff ective Innova tive Responsi ble duty, doing the right thing and making a positive contribution, rather than Ada pta ble Ada pta ble Ada pta ble Resilient Ada pta ble extrinsic motivations associated with Afdhel Aziz, Founder and Chief Purpose Officer of Conspiracy of Love and co-author of Good is the New Cool: Market Like You Give A Damn

P. 10 The Behavior Gap The New Mindful Consumer

THE BEHAVIOR GAP %

While intentions are good, there’s favorable opinions, they don’t always Ed Dowding, UK-based social impact often a disparity between those choose to buy sustainable options.1 entrepreneur and CEO of Represent. 88SAY IF A SUSTAINABLE LIFESTYLE COULD SAVE intentions and reality. Among the me, a CivTech company, explains that THEM MONEY, THEY 89% who say they ever recycle at home, Understanding why is not it’s likely we’re overestimating our WOULD ADOPT ONE only 52% always do so. Out of the straightforward. Sustainability is multi- good behavior and downplaying the 85% who avoid single-use plastics, dimensional but much research in bad, persuading ourselves that we’re just 20% do so on every occasion. this space has been skewed towards doing a good job while turning a the environmental aspects, while the blind eye to our transgressions. “Just For most, sustainable living is often economic aspects in particular are as we’re not very good at assessing still an aspiration rather than a 24/7 often ignored. Equally, most studies risk, we aren’t very good at assessing for remembering to take a plastic bag play in making it easier for consumers sustainable behaviors. We asked those lifestyle commitment. This attitude- cannot measure behavior in every impact,” says Dowding. “We’ll tumble to the shops. The impact of those two to make the right choices. who say they could be doing more behavior gap has long been evidenced category in every context. Unpicking dry that one shirt because we want things is vastly disproportional, but we what is standing in their way. The main in academic research that has found these many facets is a major challenge it in a hurry and totally ignore that, just aren’t aware of it.” Joe Ziegler, a student at the University obstacles are perceived as cost and lack that while consumers may have for brands. whereas we’ll congratulate ourselves College London, committed to live of ease and convenience, along with a People are also conflicted. For plastic-free for the month of February need for more guidance. instance, 64% say they like the idea this year. He found the task almost FIGURE 4: Barriers to Living Sustainably of a car-free city—but 55% admit they impossible, struggling to find the Among those making no effort at all Ranking, top five among those who “could do more” and those “making no effort”, all countries love their car and they’ll never stop time to track down better options. He (just 8% of our sample) there’s a clear driving. 86% of respondents agree that commented that it is very difficult to need to build emotional engagement, Could do more: Making no effort: people buy too many clothes these go plastic-free “unless you have loads too. They need to be convinced that 1. It’s too expensive, I can’t afford it 1. It’s too expensive, I can’t afford it days but 40% concede they often buy of time and dedication … or unless you it’s worth their time and to understand new clothes because it’s important to have loads of money. You have to trek why it should even matter to them. 2. I’m not really in the habit, I just forget 2. I don’t believe it will change anything keep up with trends in fashion. Some out of your way to go to these places This data provides clear imperatives 3. It’s not convenient 3. It’s just not important to me habits are harder to shake than others. … it’s like you have to fundamentally for brands. There is a clear, broad- Even when the resolve is there, it can change the way you shop, and based desire to adopt sustainable 4. I don’t really know how to 4. I don’t see any effect; how do I know be tough for consumers to stick to therefore it’s much more challenging.” behaviors, but to help them become it’s making a difference? intentions because the right options habits, brands should consider how well 5. It’s too much effort 5. I don’t really know how to are simply not easily available in the Ziegler’s assessment chimes strongly they deliver accessibility, affordability, marketplace. Brands have a role to with our data on the barriers to adopting convenience and ease of repeated use.

P. 11 John Lewis 'Buy Back' Partnership with Stuffstr, UK The Behavior Gap The New Mindful Consumer

“ CONVENIENCE IS A BSOLUTELY KEY. IF IT’S NOT CONVENIENT, IT’S VERY DIFFICU L T TO GET P E O P L E TO DO SOMETHING.” The Vurger Co. UK

- Hege Sæbjørnsen, country sustainability P. 12 manager, Ikea Group2 Governments Should Lead The New Mindful Consumer

People see the sustainability effort driving up public transport usage, GOVERNMENTS as a collective issue: 91% believe that encouraging the uptake of renewable companies, countries and individuals energy or helping to subsidize businesses should all work together to tackle that are helping the sustainability effort. SH OULD LEAD it. Despite this, they do expect governments to play a decisive role. Not every citizen will welcome change, Almost half (46%) of respondents say particularly where there are tensions they should be leading the charge, with local economies. A good example rising to 70% in China. comes from Alberta, Canada, where it looks likely that voters will soon elect a The Paris Accord is perhaps the best provincial government that will oppose evidence of the might of governments. the national government’s strict carbon In December 2015, 195 nations signed emissions policies as they could harm a pact to work together to limit carbon the local oil and gas industry, a key emissions. On an individual level, in employer. Ecuador, nature’s rights are enshrined in the constitution, while Wales is Nevertheless, political parties should exploring the concept of personal take note: in future voters may pay carbon accounts. China’s social credit more attention to environmental and system aims to track and rate residents ethical policies than ever before. on their social behavior, and it awards Across all four countries, an average bonus points to citizens who sort and of 69% say that, in an election, they recycle their trash.3 would switch their vote to a candidate with the best sustainability policies. Our respondents also see a role for Almost a quarter say they definitely governments in key areas such as would, rising to 32% of generation Z.

This is the UAE’s largest power and desalination plant that serves over two million people. Natural gas is burned to produce electricity and to desalinate seawater for drinking. Many believe that this plant will soon be powered by solar. © Luca Locatelli as part of the Union of Concerned Photographers project launched by WeTransfer.

P. 13 Business At The Heart The New Mindful Consumer

BUSINESS AT THE HEART

While the majority of respondents We shared the United Nations’ 17 Environmental challenges also rank believe governments should shoulder Sustainable Development Goals highly, while issues such as gender most of the responsibility for ensuring with our panel and asked them to equality, inequality and better a sustainable future, brands rank in choose the ones they most associated education provision clustered second place among our global panel. with their own interpretation of at the bottom of the ranking. People put companies and brands at sustainability. Top of the list was goal the very center of the sustainability 12, “ensuring responsible consumption There’s no indication that consumers debate. and production.” The goal unites are less concerned about the human businesses and consumers in an effort issues. More than nine out of 10 Companies are uniquely placed to to manage resources “doing more and people think fair and equal treatment drive change. Analysis from independent better with less.” of workers is important, while similar publisher The Conversation in 2018 numbers believe businesses should found that of the top 100 economic This is also where consumers believe have a positive impact on their local entities in the world, 71 are corporations, companies should direct their communities. More likely, people frame not nation states.4 efforts, too. In a further question, sustainability predominantly in the we asked which of the goals brands context of environmental issues. The Today, major businesses possess should support most. “Responsible concept of sustainability is nebulous unparalleled power and scale, and consumption and production” again and loosely defined. There’s a role here the potential to use their resources topped the list, followed by goal for brands to help hone its meaning for good. But how should this 9, which is concerned with better (see Rebranding Sustainability, p38). be deployed? industry, infrastructure and innovation.

P. 14 Graviky Labs® AIR-INK™, India Business At The Heart The New Mindful Consumer

UN SUSTAINABILITY

FIGURE 5: Consumer ranking of which UN Sustainable Development DE VELOPMENT GOALS Goals are most important for companies to work towards, all countries

Rank UN goal Rank UN goal

Ensure responsible 12 6 Ensure availability of consumption and production # # clean water and sanitation 1 (including recycling) 6

Build resilient infrastructure, 9 Combat climate change 13 # inclusive and sustainable # and its impact 2 industrialization and foster 7 innovation

Protect, restore and promote 15 No poverty 1 # life on land (protecting plant # 3 and animal life/biodiversity) 8

# Good health and wellbeing 3 # Ensure access to affordable 7 4 (including air quality) 9 and clean energy

Make cities and communities Promote decent work 8 11 # inclusive, safe, resilient and # and economic growth 5 sustainable 10

P. 15 Demands On Brands The New Mindful Consumer

with its business practices. In the Taking a stance on sustainability Against Dirty, tells us: “Brands and DEMANDS on BRANDS past, there have been major scandals issues will resonate positively with companies that aren’t investing in which seemed to have little long-term today’s consumer, according to our sustainability are going to fall behind effect on brands, but times may be experts. “I think those brands that the times and become irrelevant very changing. This year saw the collapse take a stance will be shown to be, quickly as consumers become more While forgiving of their own lapses, of Cambridge Analytica’s business if not on the right side of history, educated and look for this stuff more.” people are exacting when it comes to following revelations over improper certainly on the right side of brands. 92% of respondents say that data sharing, as well as the demise of demographics,” says Ed Dowding. UK-based bio-designer Natsai Audrey sustainable practices should now be Ivanka Trump’s fashion line following a Chieza is even more definite, saying standard business practice. That goes major boycott by those opposed to her Yet brands should not expect too that if brands “don’t see the value for the entire supply chain, too: the family’s politics. In July 2018, Thomas many plaudits for something that in this, they’re not going to be the same percentage says that brands Cook announced it was dropping all consumers increasingly see as the change-makers, and those are should “keep a close eye on suppliers, trips featuring orca shows, in response baseline. Charlotte Snelgrove, brand precisely the businesses that are too as well as their own business, to to consumer concerns. manager at Ecover & Method–People big to change, and so they will fail.” ensure they are sustainable.”

For those companies that fail to FIGURE 6: Attitudes to Company & Brand Sustainability Behaviors step up to the challenge, consumers Percentage agree, and percentage strongly agree, all countries Agree Strongly advocate harsh penalties. 91% of Agree people think that companies and brands that pollute the environment Companies/brands have a responsibility to take care of the planet 90% 49% should be fined. 86% say that companies and its people that continue to deplete finite resources are stealing from the future. Companies/brands should do a lot more to reduce their carbon impact 90% 47%

“Every time you spend money,” says Companies/brands should set more ambitious targets to reduce 88% 44% US-based author and sustainability their dependence on fossil fuels advocate Anna Lappé, “you are casting a vote for the kind of world you want.”5 Companies/brands that continue to deplete finite resources 86% 43% Voting with your wallet is a powerful are stealing from the future consumer weapon. Almost half our panel claim to have refused to buy It is important to me that the companies and brands I buy from 85% 33% from a brand because they disagreed behave in a way that I consider ethically sound Ecover, Belgium

P. 16 What Does Sustainable Look Like? The New Mindful Consumer

W HAT DOES SU STAIN ABLE LOOK LIKE?

We know people aspire to a more and indeed 64% tell us they always In an age of radical transparency, it performance metrics, now number sustainable life, but what does scrutinize the labels for sustainability will become increasingly important for over 2,600.6 We are also seeing the that really mean? What are their credentials when they are shopping. brands to supply detailed information emergence of smart tags which can expectations of sustainable products? on sustainability credentials. The need provide full traceability information Beyond materials, people want to for common standards or schemes that on products from origin to the point We asked our panel which attributes know what’s going on behind the can give consumers peace of mind on of sale, all secured on the blockchain. they would expect to find in products label. Respondents tell us they want these issues feels evident. labeled as sustainable. Responsibly reassurance that manufacturers are The appetite for such schemes is clear: sourced materials or ingredients top the not polluting the planet, that they are There are already efforts to tackle the 89% say they want brands to do more list, with 54% choosing this option. This reducing waste and by-products and that challenge. B Corporation certifications, to educate them on how sustainable chimes with other data in our study: they have a close eye on their carbon which guarantee that a company their products are. 91% want brands to use sustainable footprint. A more thoughtful approach balances profit with purpose, and ingredients or materials in products, to packaging rounds out the top five. for which companies supply detailed

FIGURE 7: Qualities of Products Labelled as Sustainable Percentage who selected each option, all countries

Made from ingredients or materials that are responsibly sourced 54% Non-polluting manufacturing processes 47% % Reduced generation of by-products and waste 46% 64ALWAYS SCRUTINISE Low or reduced carbon footprint 44% THE LABELS FOR SUSTAINABILITY CREDENTIALS Responsible use of packaging 44% WHEN SHOPPING

P. 17 Creative Commons Sustainability Drives Choice The New Mindful Consumer

FIGURE 8: Impact of Sustainable Claims on Purchase Behavior by Category SUS TAINA BILITY Percentage of people who say they are more likely to buy if a company claims to be sustainable, all countries

Home energy products/service 67%

CHOICE % DRIVES Home appliances 65

Fuel 64% The good news for brands is that many consumer categories. Across the Our ranking shows that such claims Automobiles 64% consumers claim that sustainability board, a majority of consumers say will have most salience in those % credentials are a positive choice it’s important to them that brands in categories where the need for better Grocery retailers 64 driver. 83% of people in our survey that category act in a sustainable way. environmental performance is already Healthcare 63% say, all else being equal, they would More than half of consumers in every most evident—for example, where Food and drink (non-alcoholic) 62% always pick the brand with a better category also say that they would be impacts are well understood. Along record on sustainability. more likely to buy from brands if they with energy, home appliances, fuel Technology (mobile phones, laptops) 62% claimed to be sustainable, peaking at and automobiles top the list. Household goods (non-food grocery items) 62% We assessed the impact of 67% in the home energy sector. % sustainability in more than 20 Airlines 62 General retailers 61%

Home furnishings 61%

Restaurants and bars 59%

Online retailers 57%

Hotels 57%

Beauty products 55%

Financial services 54%

Beer, wine, spirits 54%

Fashion/accessories 53%

Leisure and entertainment (gyms, cinema, theatre) 53%

Luxury 50%

P. 18 Powerwall 2, Tesla, USA Sustainability Drives Choice The New Mindful Consumer

Proving its power to differentiate, sustainability now even trumps FIGURE 9: Impact of Quality vs Sustainability on Purchase Behavior, by Category quality across most categories. In Percentage who selected either option, all countries all but two (airlines and healthcare), consumers say they would opt for a General retailers 64% 36% brand with better sustainability claims, Home energy products/services 63% 37% even if the product or service was of slightly lower quality, rather than Fashion/accessories 62% 38% a product of higher quality that is Household goods (non-food grocery items) 61% 39% less sustainable. In the general retail % % and home energy categories, the bias Online retailers 61 39 towards sustainability is greater than Fuel 61% 39% 25 percentage points. Leisure and entertainment (gyms, cinema, theatre) 59% 41%

It should be noted that in China Beauty products 59% 41% there is an added dimension to Hotels 58% 42% sustainability. Here, it is seen as % % a mark of quality in itself. In fact, Home furnishings 57 43 Chinese consumers are most likely Grocery retailers 56% 44% to associate the word “quality” with “One thing that’s quite different in of-mind issue for Chinese consumers Beer, wine, spirits 53% 47% sustainability, where respondents China from the rest of the world,” and they are ready to pay a premium in other countries selected the says Dean, who is based in Hong Kong, for safe food that comes from ethical Luxury 53% 47% word “responsible.” “is that unfortunately, historically in producers or retailers that they trust. Restaurants and bars 52% 48% the consumer market, they have had Many consumers still see finding safe Food and drink (non-alcoholic) % % This is driven by historic issues with on their shelves, from food to fashion food a difficult challenge in their 51 49 product safety in the country, which to consumer electronics, huge scares daily lives." Home appliances 51% 49% has served to make the Chinese around product safety.” Automobiles 51% 49% consumer something of a skeptic, Sustainability claims can thus be according to Christina Dean, founder Matilda Ho, founder and managing a shortcut to higher manufacturing Financial services 51% 49% and CEO of the Asian fashion line R director of Shanghai-based food tech standards and processes, as Chinese Technology (mobile phones, laptops) 50% 50% Collective and founder and chair of accelerator VC Bits x Bites agrees and consumers look to brands offering Airlines % % the Hong Kong-based NGO Redress. points out that "food safety is a top- higher ethical standards as reassurance. 48 52 Healthcare 41% 59%

P. 19 Matilda Ho, founder and managing director, Bits x Bites, China The Price Of Vice The New Mindful Consumer

THE PRICE OF VICE

Should products that are kind to Yet, as ever, there’s another side the planet and people cost more than to the story. Slightly fewer, yet still those that are not? Or should it be substantial numbers, say they are the other way around? In fact, there prepared to pay more for products % are good arguments for both. Making which protect the environment (70%) more sustainable products requires or don’t infringe on human rights significant investment by companies— (70%). In our trend on Climate-Positive 77BELIEVE THAT PRODUCTS WITH A NEGATIVE in better materials, processes and Commerce (p. 72) we highlight a ENVIRONMENTAL IMPACT infrastructure. Yet making harmful number of initiatives which allow SHOULD COST MORE There is also a third way. 76% think In the near term, we expect more expensive and thus driving down products cheaper provides the wrong consumers to make a financial companies should get a government sustainability to come at a small demand. There’s already support for long-term incentives to consumers, contribution to climate change subsidy if they make sustainable premium in most cases, as companies such an approach: 77% believe that especially those on a tight budget. efforts. And while some consumers products. In some sectors this is look to cover their costs. Some products with a negative environmental may overstate their willingness to pay already happening. Farmers who countries, such as the United Kingdom, impact should cost more, much like Consumers are all for brands taking over the odds, they are undoubtedly participate in carbon farming benefit are on the brink of introducing tax the Starbucks “latte levy” which adds the hit. 86% say that companies should out there. “It’s not just emotion. The from subsidies and credits (as we reform to discourage the use of single- a small charge to your coffee for a bear the cost of making products numbers play it out,” Natasha Lamb, highlight in our Carbonomics trend use plastics as well as plastics that are takeaway cup. more sustainable, rather than passing a managing partner at the ethical on p. 90) and businesses in the United more difficult to recycle. them on to their customers. 77% say investment company Arjuna Capital, Kingdom receive government grants “The more we can start to measure this they should not have to pay more for told Bloomberg Businessweek in 2017.7 towards making their businesses In the longer term, we’re likely to stuff,” says Ed Dowding, “the more we sustainable products and services, more energy efficient. see bolder tactics which flip these can shift the incentives and the reward rising to 85% in Australia. incentives, making harmful products mechanisms to get more good behavior.”

P. 20 Bottle Return Scheme, Pret A Manger, UK Communicating Change The New Mindful Consumer

monthly active users, the luxury journey. JWT Lisbon’s CEO Susana de environmental and ethical issues group launched a sustainability app Carvalho, a veteran of many sustainability face a steeper challenge: 90% say COMMUNICATING named My EP&L in late 2017. Using projects, explains brands can start small: they are skeptical of businesses EP&L (Environmental Profit & Loss) “We should aim high, but take the that talk about sustainability while CH ANG E methodology, it enables customers, small steps. You don’t have to change participating in industries that harm as well as designers and production everything. Think differently, test the environment. Yet Ed Dowding managers, to calculate their environmental small things and move on from there.” believes it’s important they face the impact scores based on the production Whatever the steps, they must be challenge head on, acknowledging Back in the 1980s, environmentalist Greater transparency is one solution. of goods, from raw material extraction authentic, and they must be part of a past missteps if necessary, and then Jay Westerveld coined the term Consumers are crying out for more to the sale. consistent and coherent strategy. 88% clearly communicating the journey they “greenwashing” to describe the information. To give just one example, of people say actions on sustainability are on. “I’ve often thought the truth trend for businesses to present glossy in fashion 79% of shoppers want more But in the post-greenwash age, it’s mean nothing unless they are integrated and reconciliation model is a really commercials vaunting their support information on sustainability and 77% also about honesty and acknowledging throughout the organization. good one,” he says. “It’s very hard to for the environment, while concealing want more detail on ethical credentials that maybe you don’t have all the progress forward if no one confesses less than favorable practices behind of the brands they buy from. Yet across answers just yet. Sustainability is not Brands in sectors which have to the sins that they’ve committed.” the scenes.8 This misdirection, which the board, people don’t find it easy to an overnight transformation, it’s a been historically associated with continues to this day, is one which get the information they need: eight has deeply impacted consumer trust out of 10 say they are struggling to in green and ethical claims by brands. distinguish which brands are sustainable and which are not. “Transparency, JWT’s data finds that just 10% (rising building up trust, is absolutely key, to 16% for gen Z and millennials) of our key, key,” says Christina Dean. global sample completely trust claims “Because, at the end of the day, made by brands, while 60% trust them what do consumers have to go on?” to a degree. Yet brands are caught in something of a dilemma, as 89% of our Kering, the parent company of respondents say that companies should high-end labels such as Gucci, Saint do more to communicate their efforts Laurent and Balenciaga, is mindful of and 70% say that if brands don’t talk the need to share more information about their sustainability efforts, they with shoppers. In collaboration with assume they are not doing anything Chinese messaging platform WeChat, at all. which has more than 900 million

Saitex, the “world's cleanest denim factory”, Everlane, Vietnam

P. 21 Sustainability Paradoxes The New Mindful Consumer

SUS TAIN ABILITY PARADOXES

While the shift towards sustainability is green brand, when it visually cued Much may depend on the category, clear, there are still many complexities environmental claims. In this case, competitive set and context when and nuances that brands must the authors concluded that, for purchasing. Consumers are also navigate. As the intention-behavior mainstream brands, it was better juggling a multitude of choice criteria gap suggests, consumer behavior in to introduce green variants with from price, performance, convenience this space is sometimes paradoxical. minimal fanfare. and more. There are also multiple dimensions to sustainability— For instance, there may also be In our study, while most express environmental, ethical, social but subconscious associations in play. a preference for products with also economic. The interplay of A study published in the Journal sustainability claims, at the same these factors is intricate and difficult of Advertising Research identified a time almost half (48%) say they think to unpick. Brands will require deep consumer tendency to assume a zero- recycled products aren’t really as good understanding of their consumers to sum relationship between performance as brand new ones and 58% say they pinpoint what motivates them across and environmental credentials.9 think sustainable products are a bit the customer experience. less luxurious and a bit more “hippy.” In an experiment, choice share and These findings suggest that where efficacy perceptions of a mainstream performance is key, green variants green offering declined versus a niche may need to compete on efficacy too.

P. 22 The Flipside, a multi-sensory exhibition exploring luxury, Selfridges, 2018 THE RE GEN ERATIVE BUSI NESS

Corona and Parley for the Oceans have formed a global partnership to address marine plastic pollution and commit to protect 100 islands by 2020. Good Business The Regenerative Business

G OOD BUSINESS To build thriving economies within to Simon Caspersen, cofounder and the boundaries and limits of planetary communications director of innovation resources requires a collaborative lab Space10. Building sustainable goals effort from governments, individuals, into business strategy is not just the Good business is an opportunity for brands NGOs and businesses alike. But the right thing to do, it’s an opportunity scale, reach and impact of businesses, to innovate, to drive efficiency and to have a positive environmental and social combined with their financial clout productivity, to drive profit, to build impact, and drive profit in the process. and political influence, means their loyal and lasting relationships with contribution will be decisive. customers. Sustainability is now a business imperative. Short-term business cycles and pressures to drive shareholder value Good business is now good business. at all costs don’t make it easy for Buying consciously is now a mainstream companies to invest in tackling mindset. 87% of our panel would prefer sustainability issues. Switching to to buy from brands which demonstrate sustainable resources, materials or a commitment to sustainability, while processes may cost more, so it may more than two thirds (70%) claim to not even make good financial sense be willing to pay more for products in the short-term. Now, business and services with these credentials. leaders are showing that over the Through innovation, companies can long-term, it’s worth it. help consumers turn their aspirations into habits, making the sustainable What might once have been about choice the obvious choice. As “doing the right thing and aspirational Caspersen says, “the solutions we hippie dreams” is now “a huge come up with should be so good that business opportunity,” according it should just be an inherent thing.”

A collaboration between Poseidon and Ben & Jerry's which purchases carbon P. 24 credits through Ecosphere+ to support the Cordillera Azul National Park in Peru. Good Business The Regenerative Business

As well as the products they sell, profitable. They’re all ways of making businesses can also profit by rethinking the company more money than the old their processes and practices through way of doing things. That’s a mindset the lens of sustainability. As brand shift that the smartest companies are purpose expert Afdhel Aziz explains: waking up to.” “If you make your offices energy efficient, you’re going to save money. If Belgian cleaning products company you make ethical, sustainable products, Ecover has been focused on sustainability you’re not going to be tripped up with for almost 40 years. From being a small lawsuits. You’re not going to have voice on the sidelines, it now finds factory scandals. If you have equal pay itself part of a growing movement. for equal work, you’re going to get “There’s a commercial momentum the best talent. If you have diversity around companies that are on a real, policies, you’ll have the best talent, clear mission and a positive mission,” which will help your performance. If says Tom Domen, global head of long- you look at every single element that is term innovation at Ecover & Method– laddered up to doing good, they’re all People Against Dirty. Ecover, Belgium

Unilever is one such business shareholder return, proving the potential also show how it makes a positive on a mission and has translated for sustainable business models to contribution to society.” a sustainable model into success. deliver growth over the long term.10 Stakeholder mindsets are shifting In 2017, the company announced that On that note, institutional investors and sustainability is becoming an its portfolio of 26 sustainable brands, are starting to demand action on expectation. 92% of people say including famous names such as Dove, sustainability too. In his 2017 letter that sustainable business practices Lipton, Knorr and Vaseline, grew 46% to CEOs, Larry Fink, chair of global should be the standard. Failing to faster than the rest of the business investment giant BlackRock, urged adapt could lead to irrelevance. So, and delivered 70% of its turnover them to ensure that a business benefits what does good business look like? growth. Since the launch of Unilever’s all of its stakeholders, asserting that We spoke to more than 20 experts in Sustainable Living Plan in 2010, the “to prosper, a company must not only the field. Here are some of the things business has delivered a 290% total deliver financial performance, but we learned.

UPS Modular, Light-Weight EVs with Zero Tailpipe Emissions, USA

P. 25 Good Business The Regenerative Business

PRINCIPLES OF G OOD BUSINESS

B E REGENERA TIVE

1 Sustainability is a vague, ill-used term which has allowed the unscrupulous to lay claim to it. A growing consensus suggests businesses should aim beyond sustainability,

towards regeneration. Instead of merely maintaining, The Spheres, Amazon, Seattle, USA companies should be looking to restore and improve, leaving the planet and population better off for their START on t h e existence, not just less harmed. Forward-thinking brands are working with nature and for society, not against. IN And they are seeking to connect with communities SID E and improve lives. 2 Before taking any products to market or communicating Kate Raworth, University of Oxford professor and author to stakeholders, businesses need to clean house and start of Doughnut Economics: Seven Ways to Think Like a 21st- managing their own impact—environmental, ethical and Century Economist, which calls for a new economic model economic. The level of scrutiny which brands are now for the 21st century, describes this approach as being subjected to means that any discrepancies in thought generative—one that actively aims for positive impact: and actions will be hauled into the spotlight. “The very way we do business sequesters carbon, cleans the air, pays living wages, and builds community—we’re “The very first thing that consumers will do is turn around here to make good things happen for society and for and go, ‘Well, what about you? What have you done? Corona and Parley for the Oceans have formed a global partnership to address marine plastic pollution and commit to protect 100 islands by 2020. the living world.”11 Before you involve yourselves in our lives, what have you done?’” says Afdhel Aziz. “You don’t have to be perfect, but you actually have to show that you’re moving in the right direction before you start going external.”

P. 26 Good Business The Regenerative Business

TAKE a SYSTEMIC TAKE INSPIRATION APPROACH 3 FROM NATURE Complex social and environmental challenges are too 5 Designers and innovators are turning to nature, observing intricate and daunting for one company to solve alone. its systems and taking inspiration from its organisms to To truly make a difference, companies need to adopt a find ways to solve human problems. systemic approach to sustainability. Issues such as marine pollution, toxic manufacturing processes or exploitative Cleaning products company Ecover turned to biomimicry working practices won’t be tackled until multiple Package Free Shop, New York, USA to identify a suitable structure to reinforce its new Ocean organizations, entities and stakeholders make Plastic bottles that are recycled from marine pollution, changes together. while biodesign lab Faber Futures harnesses living TH bacteria to create graphic textile prints. “The problems that we are dealing with are systemic in INK nature,” says Daniel Ford, sustainability strategist at Forum SYMBIO “When you talk about sustainability,” says Danielle Trofe, for the Future in the United Kingdom. “If you are serious TICALLY principal and head designer of her eponymous New York about sustainability, then you need to be working with 4 studio, “nature is the only model, because it’s the only others in the system.” “How do we start to build the kinds of symbiotic ventures thing that has sustained life for billions of years.” that recognize when there’s an opportunity to leverage what Simon Caspersen agrees: “What we need to look at is already exists?” asks Natsai Audrey Chieza, biodesigner and the entire system. It’s not the product that is the problem. founder of Faber Futures in London. It’s the entire model we have. The most exciting creative challenge we face as humans today is how we transform Companies often struggle to achieve efficiency in their use our linear, consumption-oriented economic system into a of materials and other resources, and collaborating with the circular, self-sustaining society, which, of course, requires right partners can unlock creative ways of turning waste into new business models, new ways of sourcing materials and a new resource while also unlocking new business opportunities. energy, producing and moving goods, as well as designing products that can re-enter the system safely—just like At Kalundborg in Denmark, nine businesses share a circular in nature.” approach to production, using each other’s waste products as a resource, while in California, breweries are sending their spent grain to be repurposed into feed for dairy herds. Tesla Powerpack, Samoa

P. 27 Good Business The Regenerative Business

STA RT SMALL – IT‘S a JOURNEY 6 BRING the WHOLE “We’re just trying to help people chip away at understanding sustainability and what it practically means to them,” says BUSINESS Dan Botterill, CEO of Ditto Sustainability, a UK business ALONG using artificial intelligence for education and awareness. 8 “Saying ‘I’m going to be sustainable’ is impossible to Working for a business that balances profit with purpose achieve off the bat.” is a common aspiration these days. 87% of our respondents tell us they would rather work for a company with good Sustainability is a journey and even little changes will add sustainability policies and 71% say they would not work for a up over time. The key is to start small, track and measure TH company that does not have a good record on sustainability. your efforts and build the business case for doing them. INK “Take the small steps and move from them,” advises Susana LO NG Engaging employees and encouraging them to participate de Carvalho, CEO of JWT Lisbon. “Make better products, TERM and contribute towards sustainability goals will help attract, better services. Measure, prove, and it will spread before 7 motivate and retain talent. As younger employees progress you notice.” One of the biggest challenges associated with implementing to more senior roles, they are becoming the change-makers, sustainability goals is that the business may not see a as Ed Dowding explains: “Younger people who’ve grown payback or demonstrate results for a long time. Jay Gould, up very, very aware of the importance of the situation are CEO of the modular carpets business Interface (profiled now in a position to shape and influence decisions within below) says that planning for sustainability “needs a 20 those businesses.” or 30-year time horizon,” so taking the long-term view is essential.12 For organizations where C-suite longevity is considerably less than this, projects will need committed champions throughout the organization to see them through.

There will be tensions between balancing short-term investor expectations and investing in sustainability that some businesses may find challenging to navigate. Yet companies such as Interface and Unilever are demonstrating that sustainable business pays over the long term. Ofo, China Orsted's offshore windfarm in Lincolnshire, UK, produces P. 28 enough electricity to power over 240,000 homes annually. Good Business The Regenerative Business

Case Study: Interface

“In the future, people like me will go company’s ReEntry™ program to divert doing good by creating carbon- to jail.” The late Ray Anderson, then carpet from landfill has now recycled negative business models and products. CEO of US company Interface, the 360 million pounds of materials. In the world’s largest carpet tile manufacturer, 2013 reissue of his influential book, The company’s entire carpet range is addressed these words to an awkward Hawken notes that Interface made now carbon neutral, an achievement audience of business leaders at the $433 million in direct savings on the made possible by an extensive carbon US Embassy in London in 1999.13 material side because of the Mission offsetting program. Last year Interface Zero program.15 unveiled its Proof Positive carpet tile While reading Paul Hawken’s book The prototype, which can store carbon for Ecology of Commerce, Anderson had In 2016, the business updated its a generation, along with CircuitBac been struck by the revelation that his pledge, announcing its Climate Take Green, a carbon-negative backing petroleum-intensive carpet business was BackTM mission, which shifts the intent material. Other initiatives include Net- a “plunderer of the earth,” depleting the behind the strategy to a regenerative Works™, which sources material for planet’s resources. Committed to making one, from doing no harm to actively carpet tiles from discarded fishing nets. a change, he announced Mission Zero in 1996, a bid to reinvent the business, promising to “grow without harming the planet” and eliminating waste, pollution and fossil fuels. “IN the FUTURE The mission has been a success, The company is also working with filtered, how much biodiversity judging by its 2017 EcoMetrics data.14 the consultancy Biomimicry 3.8 on the is hosted and so on. Among the highlights: the carbon PEOPLE L IKE M E Factory as a Forest project, which aims footprint of the average Interface to redesign manufacturing facilities so At the Sustainable Brands 2018 carpet tile is down by an estimated that they restore rather than damage conference, chief sustainability officer 66% since 1996; greenhouse gas their environment. Factories are Erin Meezan explained: “This is about emissions at manufacturing facilities WILL GO TO JAIL.” measured on a whole new suite of taking that next step towards positive have been reduced by 96%, while metrics relating to how much carbon and acting more like an ecosystem.”16 energy efficiency is up 43%. The is sequestered, how much water is - Ray Anderson, former CEO, Interface13

Interface's Composure Edge Carpet with CircuitBac Green, which uses P. 29 a combination of carbon negative bio-plastics and mineral filler. Sustainable Capitalism Rising The Regenerative Business

its shareholders with a share buyback. That said, the incident quickly revealed SUSTAINABLE support for the Unilever model. According to the Financial Times, a YouGov petition against the bid CAPITALISM R ISING gathered more than 100,000 signatures in less than 48 hours and Bono, the lead singer of rock band U2, was moved to offer to write a song. Kraft Heinz’s shock $143 billion bid impact. Thus far, results are positive, one where growth cannot be the only for Unilever in February 2017 was with the company’s sustainable brand measure of success. L Hunter Lovins, Polman sees this as a battle between pitched by many as a clash of cultures. portfolio growing faster than the rest a champion of sustainable development, value transfer and value creation, Kraft Heinz is backed by 3G Capital, of the business, delivering 70% of will shortly publish A Finer Future: telling Harvard Business Review that a Brazilian private equity firm with a turnover growth in 2017. Creating an Economy in Service to “it’s the difference between working reputation for cost cutting and a clear Life, which calls for “a new narrative for a few billionaires or for the billions eye for efficiency. Unilever practices Unilever is not the only big company of a world that works for everyone” of people who need us. I still believe a much more conscious form of shifting away from shareholder primacy and offers a “blueprint for a and sincerely hope that over the longer capitalism, one where the needs of and short-term goals. Food and drink regenerative economy.” term the billions will prevail.” the many outweigh those of the few, giant Danone is the first multinational to paraphrase its CEO Paul Polman. company to pursue certification as Nevertheless, the appetite for quick a B Corporation, and its goal is to financial returns means that cost- Polman, who took the helm at the create value for all its stakeholders, cutting models that prioritize short- Anglo-Dutch consumer goods company benefiting everyone from consumers term results are still very much part of WHY I T in 2010, believes the reason “business to employees, suppliers and owners. the everyday. Can both models coexist, should be around is to serve society,” or will there be a victor in the battle MATTERS and has steered the business away Voices calling for a more sustainable between sustainability and efficiency? from a short-term focus on delivering form of capitalism have multiplied The tension between short-term results returns to shareholders, putting too. In her 2017 book, Doughnut The Kraft Heinz bid offers some and long-term sustainable growth is a sustainability at the heart of strategy.17 Economics, Kate Raworth argues for interesting pointers. While it was key challenge for businesses, yet there Unilever’s long-term goal is to an alternative form of economics, ultimately unsuccessful, Polman admits are signs of growing support for models decouple growth from environmental one which meets “the needs of all that Unilever subsequently had to that distribute benefits more widely. impact, while increasing positive social within the means of the planet” and make some compromises, wooing In our study, nine out of 10 respondents Naw Esther, one of The Social Outfit's sewing technicians, Australia tell us they believe companies have a responsibility to take care of the planet

P. 30 and its population. Better Communities The Regenerative Business

B ETTER COMMUNITIES

People now expect companies and brands to have both a positive impact on communities and behave in an ethical manner, ensuring respect for human rights. Companies must acknowledge their role in a wider system and ensure that their actions foster communities that can thrive.

The intricacy of modern supply chains Fashion4Freedom is tackling poverty own equipment, so they can choose The brand is an ethical intermediary can make it difficult for companies in Vietnam by creating a hyper- to become entrepreneurs in their own that seeks to empower local artisans to keep on top of their impact, with sustainable apparel supply chain right. “If we really put our energy into and create fair access to markets, industries such as fashion, in particular, in collaboration with local artisans. helping traditional makers have a path ultimately enabling entrepreneurship. frequently called out for poor treatment Merging ethical production with towards being small businesses, you It is focused on fine Malaysian of factory workers. Oxfam Australia’s traditional Vietnamese artisanal craft, can create a virtual supply chain, where craftsmanship, rather than kitsch “What She Makes” campaign reports the business connects creators to those dollars in fashion actually help trinkets, and is deliberately pitched that garment workers around the world sustainable manufacturers. Founder the community,” she says. at the affordable luxury price point are too often paid “poverty wages,” and managing director LanVy Nguyen’s to enable artisans to have the best as low as 39 Australian cents per hour aim is to rethink traditional factory- CEO Sasibai Kimis founded her chance of making a living. “The dignity in Bangladesh, 62 Australian cents in style production and to “build a Malaysian social enterprise Earth Heir to choose how to spend our money and Indonesia and 64 Australian cents per better, more cohesive and thoughtful after seeing first-hand the impact on live our lives is the same dignity that hour in Vietnam.18 alternative in the supply chain.” local artisans who could no longer they should have,” says Kimis. Artisans are provided with their make a good living from their trade.

P. 31 Fashion4Freedom, Vietnam Better Communities The Regenerative Business

The brand is a pilot partner of the industry, and providing them with food industry.19 Through cook-ups, WHY UNHCR’s Made51 project, which strikes invaluable skills, experience and social workshops and conversations with I T a balance between sustainability and connections. Australian designer business mentors, students gain the commercial success. While every piece Bianca Spender collaborated with confidence to build a career and MATTERS in Earth Heir’s collections prides itself The Social Outfit to design a capsule develop leadership skills while also on the concept of Malaysian-specific collection for department store David forging stronger ties to the city. Three Brands have a responsibility craftsmanship, the Made51 collection Jones in support of Fashion Revolution graduates have already successfully to foster thriving communities includes work which also reflects the Week 2018, with proceeds from the launched their own product lines, wherever they do business— traditions of refugee artisans from collection reinvested in the project. which are stocked in grocery stores directly or indirectly. Addressing Myanmar, Syria and Afghanistan. across the American Midwest. inequality drives prosperity, The Detroit Food Academy (DFA) building stronger economies There’s also much that can be achieved is a great example of how closer Jen Rusciano, cofounder and executive and consumer bases. by companies building positive relationships between businesses and director of the DFA, says that, through relationships with the communities on people can help revive disconnected the project, “our young people now their doorstep, particularly in support communities. In a city where over have a seat at the table. We’re seeing of underprivileged or marginalized 30% of adolescents are not in school young people showing up all over the groups. Sydney-based social enterprise or employment, the non-profit seeks city and being involved in businesses The Social Outfit has a mission of to inspire young, underprivileged and city government, and starting their empowerment and inclusion, helping Detroiters between the ages of 13- own projects.” women from refugee and new migrant 24 by connecting them with local communities get started in the fashion chefs and business owners in the %

93SAY IT IS IMPORTANT THAT BUSINESSES HAVE A POSITIVE IMPACT ON LOCAL COMMUNITIES

P. 32 Earth Heir, Malaysia Better Communities The Regenerative Business

“ THE REAL CAPITAL IS HUMAN CAPITAL. Detroit Food Academy, USA IT IS EAC H OTHE R. WE ARE THE CAPITAL of THIS EARTH.”

- Jay Brave, P. 33 entrepreneur and vegan activist Restoring Nature The Regenerative Business

RE STORING NATURE

Nature is resilient, with an astonishing capacity to adapt and regenerate—but that’s not something we should cross our fingers and hope for. Forward- thinking brands are helping to proactively support the regeneration of habitats and species.

Scientists report that we have already committed to protecting 50% of life spaces which can foster new habitats. entered the sixth mass extinction of on earth by 2050.21 Stuart Dainton, The Wild West End is an initiative in wildlife in earth’s history, resulting in head of innovation at the Woodland London which brings together some of dwindling populations and species Trust in the United Kingdom, agrees. the district’s biggest property owners. collapse.20 The reason? Humans. We “We really have got to start to take The project, supported by a coalition are destroying habitats, overhunting ownership,” he says. “If we don’t want of partners including the Crown Estate and overfishing, polluting the natural to see the biodiversity loss that we’ve and Arup, is focusing on connecting environment and driving climate change— had over the last 40 or 50 years, we really London’s green spaces through Meanwhile, energy-efficiency solutions wildlife groups deemed to be under all contributing to the loss of biodiversity. are going to have to have a completely infrastructure such as green roofs, company Anesco is collaborating with the most serious threat. The project is different approach to the way that we living walls, planters, street trees, Europe’s largest nature conservation already showing evidence of success, “Nature needs champions more than change things for the future.” flower boxes and pop-up spaces, charity, the RSPB, to enhance the with a variety of grasses, flowers, ever,” according to Nature Needs to benefit wildlife and attract birds, biodiversity at solar farms. The project pollinators and birds spotted at the Half, an international community of One way to address biodiversity loss bees and bats back to the UK capital. was designed to create natural habitats Warren Farm site, including a sighting thought leaders and scientists that is is through the development of green for some of the United Kingdom’s most of a red kite, once almost extinct in at-risk species and started with the the United Kingdom.22

A collaboration between Poseidon and Ben & Jerry's which purchases carbon P. 34 credits through Ecosphere+ to support the Cordillera Azul National Park in Peru. Restoring Nature The Regenerative Business

Also turning its attention skyward is This structure facilitates and encourages Trump tear down our heritage and Romanian energy company Enel, which the growth and colonization of sell it to the highest bidder. We’re has collaborated with the Romanian organisms, creating sustainable proud to keep fighting with everything Ornithological Society (SOR) on an marine habitats. we’ve got.”23 app to track and protect nesting white storks at risk from electric shock. The Perhaps the most radical efforts to In the United Kingdom, the Woodland Uite Barza—Here’s the Stork—app, protect and restore nature are those Trust has successfully won a decades- which won three awards at the Cannes that wield the power of the law. long campaign to give ancient Lions, allows users to notify Enel of woodland the same protection the GPS location of stork nests on Outdoor retailer Patagonia announced rights as built heritage. England’s electricity poles so the company can that it would sue President Trump for National Planning Policy Framework take measures to protect the birds. his decision to rescind 85% of Bears now protects irreplaceable trees Ears National Monument and nearly and habitats from unnecessary Other brands are helping to restore half of the Grand Staircase-Escalante development. marine habitats. Volvo recently National Monument. The rescindment partnered with the Sydney Institute threatens to put millions of acres of And in Ecuador, Nature Represented, of Marine Science, Reef Design Lab land at risk of destruction, affecting a network of lawyers and legal and WhiteGrey, its agency, to create both the natural environment and representatives, is working to grant a living seawall. The project involved the lives of local Native American constitutional rights to nature. So far putting tiles reinforced with recycled tribes, who are filing the lawsuit over 200,000 pro bono hours have been WHY I T plastic onto a seawall in Sydney harbor, alongside Patagonia. Rose Marcario, donated, helping 533 elements at risk which was designed to mimic the CEO of Patagonia, defiantly told Time from commercial interests, including root structure of mangrove trees. magazine, “We won’t let President birds, mountains, rivers and forests.24 MATTERS

There are innumerable opportunities for brands to help drive the restoration of nature, recreating ecosystems where biodiversity can thrive while ensuring that the business has a net positive impact on nature.

P. 35 Living Seawall by Volvo in partnership with the Sydney Institute of Marine Science, Reef Design Lab and WhiteGrey. Energy Efficiency The Regenerative Business

Energy needs throughout the world starting to see a lot of businesses are rising fast and are forecasted to and business leaders coming out and EFFICIENCY 25 ENERGY increase by 30% by 2040. According saying, ‘This is good for business. It’s to the International Energy Agency, not bad to be more resource efficient.’” renewables alone will not meet this Companies are increasingly seeking to improve demand, which is why some countries— UK-based Sustainable Development such as China, with its New Policies Capital LLP (SDCL) invests in energy- their energy efficiency, not only to meet sustainability Scenario—are already working on efficiency projects and has also seen goals but also because it makes good business sense. increasing their usage efficiencies. an upsurge of interest in recent months. A typical investment might Now interest from corporates is involve retrofitting or overhauling growing too, as business leaders face buildings’ infrastructures. The appeal a triple imperative to manage energy for clients is that they can meet costs and energy security, and meet their green targets while realizing environmental targets. Dan Botterill improvements in infrastructure and says that once businesses understand financial performance. Even better, the impact of resource efficiency on there are no upfront costs, as the the bottom line, getting buy-in is projects are paid for over time easier. As a result, he says, “we are from the savings accrued.

“WE ARE STARTING TO SE E

Dan Botterill, CEO, A LOT of BUSINESSES Ditto Sustainability and BUSINESS LEADERS COMING OUT AND SAYING, ‘THIS IS GOOD FOR BUSINESS… ”

Khi Solar, One Solar Tower Plant, South Africa

P. 36 Energy Efficiency The Regenerative Business

WHY I T

SDCL CEO Jonathan Maxwell firmly brewer currently sources around 45% but also increased productivity on In the future, Maxwell believes MATTERS believes that commercial upside is of its electricity onsite from renewable the factory floor. A study conducted that cooling solutions will rise up fundamental. “If it’s not commercial,” sources such as solar panels and by Anant Nyshadham, a professor at the energy efficiency agenda. Air Energy efficiency projects can work he says, “it’s not sustainable.” For extracted biogas from the brewing Boston College, Achyuta Adhvaryu conditioning is a significant contributor alongside the switch to renewables, 26 Maxwell, energy efficiency is moving process’s waste water. Decentralized of the University of Michigan, and to greenhouse gas emissions, but helping towards environmental targets the sustainability conversation along, solutions like these avoid the losses Namrata Kala of MIT Sloan School of startups are already at work on while delivering cost savings and even reducing the overall demand for which occur when energy travels from a Management, found that productivity more sustainable solutions. SkyCool productivity improvements. energy, rather than just shifting it to centralized power plant, which can be decreases as temperatures on the Systems, founded by researchers at renewables. “Sustainability, for us, isn’t as high as 65%.27 factory floors increase, as overheated Stanford, has devised an innovative about sacrifice or returns or lifestyle. workers slow down and take more optical material for roof panels that It’s about doing a lot more with less.” Proving the business case for energy breaks. When Shahi Exports switched can cool water flowing beneath efficiency, Shahi Exports, a garment out the lightbulbs, however, the to a temperature lower than the Carlsberg is one business exploring manufacturing company in India with temperature in the factories was lowered surrounding air, all without using energy efficiency in support of its more than 50 factories, switched out by 4 degrees Fahrenheit and increases electricity. The system, which can be mission to achieve carbon-neutral its fluorescent lighting for LEDs and in productivity meant the project paid retrofitted to existing buildings, could status at its breweries by 2030. The not only decreased its energy costs for itself in just eight months.28 cut the cooling energy requirement by up to 70% in ideal conditions.

P. 37 Saitex, the "world's cleanest denim factory", Everlane, Vietnam Rebranding Sustainability The Regenerative Business

mean adding a layer of design and announced, but some brands aesthetics. It might mean delivering are already succeeding in selling RE BRANDING SUSTAINABILITY some reassurance on efficacy and sustainability at scale. performance. It could be about saving money. Or it could be about Take Adidas and its collaboration the emotional returns that consumers with Parley for the Oceans. The 2015 Sustainability is shaking off its former hippy associations as a wave associate with doing the right thing. collaboration on a pair of trainers of brands deliver a revamp for the 21st century. It might still be the Either way, it’s about spelling out made from 11 recycled plastic bottles the benefits and making the choice translated into sales of a million pairs responsible choice, but now sustainability comes with a side order so compelling, so worthwhile, it’s a in 2017. A further five million will go on no brainer. the market this year, at a price point of of relevance. over $200 per pair. People aren’t just It’s a challenge that the WWF and the snapping them up because they are UN want marketers to tackle. In 2018 good for the planet. As Aziz tells us, What does sustainability mean to you? they joined Wild Studios to launch “If those shoes looked like crap, no JWT’s research finds that, in the United Project Extraordinary, a contest that one would buy them.” It’s a strategy States, United Kingdom and Australia, enlisted creatives to develop video he calls “Lead with the Cool” and it’s the term most commonly associated concepts and storyboards that can this combination of good and cool that with it is “responsible.” In China, it accelerate a shift in perceptions, is compelling for younger audiences. In stands for “quality.” It’s solid, but making sustainability into something fact, our research finds that generation hardly emotionally engaging. consumers demand. At the time Z are by far the most likely to associate of writing, winners had not been sustainability with cool. To address many of the sustainability challenges facing us, we need collective action on a mass scale. We need sustainable behavior to go mainstream. While intentions are good, actions don’t necessarily follow. Incentives can make a big difference. Brands can make it easier for people to buy into sustainable choices by making them covetable too. That might

Adidas UltraBOOST X Parley

P. 38 Rebranding Sustainability The Regenerative Business

ONLY % ASSOCIATE THE WORD SUSTAINABILITY 17 WITH COOL

Speaking to this generation is new Ovo Energy’s “Power Your Life urban streetwear brand CHNGE, Differently” launch campaign, which was created to help consumers created by Uncommon, seeks to make a positive impact with every engage emotions in a powerful purchase. “We want to be sleek and call to arms against climate sophisticated, but we also want to be change denial. edgy and a bit loud,” says founder Jacob Castaldi. “We want to make Featuring the furious Get Mad sustainability cool for the youth, while speech from the 1979 film Network WHY I T also creating timeless pieces anyone and soundtracked by Slayer, the film can wear. Stylistically we want to build dispenses with any notions of tree- MATTERS a bridge between the Palaces and hugging. The spot was backed by a Everlanes of the world.”29 As well as host of outdoor, digital and social carving out a space for sustainable activations, showing climate deniers Brands can help sell streetwear, the brand champions facing off against renewable energy sustainability to consumers inclusivity by using its platform to talk sources. In one image a figure by articulating its benefits about acne, albinism, disability and resembling Donald Trump appears and building in reassurance sexuality through its use of models. to face off against the sun. where needed, taking it from hippy and hemp to Ovo Energy, "Power your Life Differently" Campaign, Uncommon, UK innovative, modern, and desirable. P. 39 Amplifying The Message The Regenerative Business

AMP LIFYING the MESSAGE

Brands have a role to play in amplifying sustainability messages, thanks to their unique scale, reach and resources, and their power as communicators.

“Our ambition was to connect people people say they would be more likely money and power to raise awareness to life beneath the waves. Once you to adopt sustainable behaviors if they of important issues. meet those characters and come could see the impact of climate change to understand their world then, of themselves. Tiger Beer, part of the Heineken course, you begin to care,” says James family, has a social mission to support Honeyborne, executive producer Brands have an immediate opportunity initiatives driving positive change in of Blue Planet II, of the impact the to leverage their unique scale and reach communities. As part of that mission, documentary series had on its viewers. to amplify sustainability messages, the brand has partnered with Graviky driving momentum towards bigger Labs, an Indian startup that captures The Blue Planet effect shows that once change. The UN’s Sustainable vehicle emissions and turns them into people can connect with an issue, a Development Goals provide the ink. The ink was supplied to artists who grassroots demand for change can perfect starting point to identify created unique artworks in city streets, gather momentum. The documentary missions aligned with brand goals from Singapore to Berlin, New York drove an outpouring of concern over as well as initiatives to support and London, making the problem of marine pollution on social media and (see figure 5 on p. 15). Sustainability air pollution tangible. To date, Tiger prompted many to call for a ban on campaigns have the potential to drive Beer says almost 21 million people single-use plastics. Our data echoes goodwill for brands too. 85% say they have engaged with the campaign.30 this: for instance, nine out of 10 think it’s good for brands to use their

P. 40 Chris Hemsworth, Corona x Parley 100 Islands Ambassador Amplifying The Message The Regenerative Business

Corona Beer, an Anheuser-Busch on sustainable living, demonstrating than 200,000—close to that of Iceland. InBev brand, has joined Parley for the the appetite for campaigns like this. The campaign, which cleverly adopts Oceans to raise awareness of marine a relatable approach to engage its plastic pollution, using beach litter to Also tackling marine pollution is British millennial audience, has reached half create the Wave of Waste billboard youth publisher LadBible. The brand a billion people.31 sculpture at London’s Old Street. wants to shame world leaders into The project will now tour Santiago, action on trash patches in our oceans, By hitching their reach and scale to Lima, Melbourne, Bogota, and Santo one of which covers a geographical the sustainability conversation, brands Domingo, creating new sculptures in area the size of France. Partnering can play a vital role in driving positive each location. The initiative has an with the Plastic Oceans Foundation, it change, particularly for issues that educational component too. Using submitted an application to the UN on may not enjoy top-of-mind awareness. the hashtag #100islandsprotected, World Ocean Day 2017 to declare one Our research finds that sustainability the campaign supports Corona and of these trash patches a new country, goals associated with achieving gender Parley’s long-term project to protect enlisting their supporters to register equality and reducing economic shorelines by increasing knowledge as “citizens” and even choosing Dame inequality between countries are around responsible use of plastic in Judi Dench as a monarch, to meet typically considered less important 100 island communities by 2020. 82% eligibility criteria. The population of by consumers and would benefit of our respondents tell us they want the Trash Isles, which boasts its own from a brand-supported boost. more practical information from brands currency and passports, is now more

WHY I T MATTERS

Brands can leverage their enviable platforms to amplify and scale sustainability issues. This approach is a win- win—good for the planet and good for brands too.

P. 41 Blue Planet II, BBC LOWER IMPACT LIVING

Harriet Spark, founder and designer at Grumpy Turtle Design, Australia – photo credit: Justin Gilligan. The Sustainable Home Lower Impact Living

THE SUSTAINABLE HOME

Drawing on the latest technological and design innovations, we take a glimpse into the households of the future and consider concepts that could transform our understanding of the word “home” altogether.

How will we power the home of the Tesla has solved the issue of storing homeowner’s quarterly bill by 325 future? Forget relying on centralized, solar energy within the home by Australian dollars.33 expensive power from big energy creating the Powerwall 2, a battery companies—you can now generate which stores excess energy and makes In the future, when we want to update and store your own energy. Although it available on demand. The company our interiors, a new chair or table will be not particularly new, solar panels recently announced plans to install a few clicks away. We’ll simply download will become more widespread as solar displays and Powerwalls on designs and 3D print new items of consumers become more energy 50,000 homes in South Australia, furniture or accessories. Debuting at the efficient. In the United Kingdom which would create the biggest 2018 Milan Design Week, Spanish brand alone, experts predict that over virtual power plant in the world. Tesla Nagami showed four 3D-printed chairs a third of all households will be installed the first 100 Powerwalls this from designers Zaha Hadid Architects, using solar power by 2020.32 summer and claimed to have cut one Daniel Widrig and Ross Lovegrove.

The Urban Cabins Mini Living, Built by All, Mini and Studiomama P. 43 The Sustainable Home Lower Impact Living

Alternatively, we might also grow areas become more densely populated, our furnishings. The Mush-Lume space will be at a premium. Mini Living, table lamp by Danielle Trofe Design the research arm of car manufacturer is grown using mushroom mycelium Mini, has designed five living spaces and agricultural by-products. The with a footprint of a mere 15 square mycelium binds with the by-products meters. The Urban Cabins, located in in custom molds to create a fully Los Angeles, Beijing, Tokyo, New York biodegradable lamp shade. For Trofe, and London, demonstrate how a small this is about encouraging people to be space can be used efficiently. Co-living more thoughtful about what we bring will grow in popularity, making the into our homes. “I think we can form most efficient use of space and solving deeper connections with the things in issues around affordable housing. our lives that share our living spaces,” The Collective, a UK co-living concept she says. in West London, is already at 100% occupancy, with two additional sites Home accessories will do more planned in Stratford and Canary Wharf than just look good, offering useful at the end of 2019. There are already functionality, such as air purification. plans to open three sites in the United Former artist in residence at the States and three in Germany. Victoria and Albert Museum Julian Melchiorri has created Exhale, a large In the future, your neighborhood bionic chandelier made from green and even your city may be on a path microalgae, which can absorb carbon to self-sufficiency, as you become a dioxide from the air and release producer, growing your own food and WHY I T oxygen. Houseplants, traditionally making everything you need locally.

Exhale Bionic Chandelier, Julian Melchiorri, considered air purifiers, may also That’s the vision of the Fab City Global V&A London, UK MATTERS perform lighting duties: scientists Initiative, which is aiming to transition at MIT have embedded specialized cities to a circular model by 2054. nanoparticles into the leaves of Amsterdam, Boston and Shenzhen are Our homes have become an extension of ourselves and, as such, reflect our values. watercress, creating plants that glow. among the locations that have already As consumers increasingly incorporate committed to the concept. Designers sustainability into their daily habits, so In the years to come we may need to are already exploring ways for cities too will their homes and neighborhoods. rethink the way we live too. As urban to meet their own needs.

P. 44 Mush-Bloom Orb Planters, Danielle Trofe Design, USA The Sustainable Home Lower Impact Living

“A lamp isn’t going to save the world, but it’s just this idea of, how can we start looking at Mush-Lume Cascade Chandy, Danielle Trofe Design, USA all the different products in our house and questioning whether or not they can be made more sustain ably?”

Exhale Bionic Chandelier, Julian Melchiorri, V&A London, UK

- Danielle Trofe, principal and head designer, P. 45 Danielle Trofe Design Natural Wellbeing Lower Impact Living

NATURAL WELLBEING

The benefits of being in nature for our physical, emotional and mental wellbeing are increasingly being recognized. Can reconnecting with nature help us all live a healthier and happier life?

A growing body of scientific research often involves hiking, tasting natural Horticultural therapy is also gaining At its headquarters in Seattle, suggests that time in nature can ingredients such as root teas, and traction as a positive, mindful activity, Amazon has built three biodomes minimize stress and enhance a sense smelling plants. The practice has been with research showing that gardening complete with a botanical garden of emotional wellbeing. Researchers scientifically proven to lower heart rate projects can help participants relax, and 40,000 plants to help employees at King’s College London found that and blood pressure, and even boost develop nurturing skills and boost de-stress. China’s e-commerce giant seeing trees and the sky, as well as immune system function.36 By 2024, mindfulness.37 Gardening can even Alibaba has ensured that staff at its hearing birdsong, could result in the Japanese government aims to have increase serotonin and dopamine Hangzhou campus are less than one higher levels of mental wellbeing, 100 designated Forest Therapy sites. levels, making people feel happier. minute from an outdoor green space. particularly among those susceptible At Sydney’s One Central Park, the to mental health issues.34 Ironic then, Other countries are following suit With 87% of our respondents agreeing facades of the two residential towers that we are an indoor generation, and implementing forest bathing that sustainability promotes better are alive with indigenous and exotic spending 90% of our time cooped up.35 as an alternative wellness therapy. wellbeing, it comes as no surprise that plants. In 2020, work will begin on In the United States, forest bathing designers are looking to incorporate Liuzhou Forest City in China. Designed Woodland and horticultural therapies is recommended by physicians as a elements of it into urban design. As by Stefano Boeri Architetti, the urban are encouraging people to spend more method of selfcare to help people detailed in our “Well Economy” report, development of residential and time outdoors in a bid to combat stress manage the stress of conditions such biophilic design is rapidly gaining commercial spaces, plus schools and even physical illness. Japanese as chronic pain, depression, and popularity as organizations seek to and a hospital, will be carpeted forest bathing, also known as shinrin- cancer. The Northside Hospital Cancer make spaces that contribute to better by millions of plants and trees. yoku, aims to let nature enter the Institute in Atlanta already offers the wellness for users.38 body through all five senses and practice as part of its wellness services.

P. 46 The Spheres, Amazon, Seattle, USA Natural Wellbeing Lower Impact Living

Engaging in physical activity in natural beach cleans not only benefit the over 240,000 children participate in spaces has been shown to lift your environment but also have a positive 90-minute nature-experience sessions, mood, give you a healthy dose of impact on wellbeing, proving both hosted by RSPB-trained staff and vitamin D, and even help you to push enjoyable and meaningful.40 volunteers across more than 1,000 yourself further.39 Biofit, the world’s schools, amounting to over 360,000 first biophilic gym, recently launched As awareness grows around the hours spent outside.42 A survey found with a pop-up in London, showcasing wellbeing benefits of spending time that 86% of pupils learned something the benefits of working out in an in nature, it’s a concern that children new about nature and 85% of those environment with natural vegetation, are spending less time outside than who took part wanted to spend more colors, materials, scents and sounds. ever—a 2016 study showed that one time outdoors. The gym concept used exercise third of children spent less than 30 equipment made from recycled minutes outside each day.41 Projects Building connections with nature materials and hosted workouts that are now emerging that seek to tackle from childhood has another benefit. avoided repetitive activity, focusing the issue. It can help children value the natural instead on promoting mindful environment so that when they movements. To combat “Nature Deficit Disorder” grow up, they have a stake in in children, the National Trust in safeguarding it, as Stuart Dainton, For those who want to give something the United Kingdom set up Project head of innovation at the Woodland WHY I T back to nature, plogging might Wild Thing. As part of the campaign, Trust, explains: “We’ve got to be be the answer. It involves picking children were asked to take the Wild able to enable children to get those up litter while jogging, combining Time pledge, swapping at least 30 opportunities, so they can feel MATTERS exercising in nature with doing minutes of screen time for “wild connected with nature—so that later something worthwhile. “It all began as time” every day. on, when we need them to be thinking There’s strong evidence a movement here in Sweden, wanting about how we value, support and keep to show that nature is to change our surroundings and Aldi is similarly supporting a campaign our woods and trees, and the natural an important driver of habits,” says Erik Ahlström, founder to encourage children to venture environment, they feel as though our physical and mental of plogging movement Plogga. “Now outdoors, with its Connecting Children they’ve got a connection with it wellbeing. Facilitate opportunities for children to we are making a positive difference with Nature partnership with the and want to value it, to keep it.” build a lifelong relationship globally.” Studies have shown that RSPB. The project has so far seen Karolinska Institutet Gym by biofit, Stockholm, Sweden with nature and provide spaces where your customers and staff can engage with it. Closer relationships with nature are mutually beneficial.

P. 47 Vegan Evangelism Lower Impact Living

VE GAN EVANGELISM

Veganism is fast gaining widespread appeal, transitioning from niche to mainstream. Are we on the brink of a vegan revolution?

Veganism is sweeping the world. In Awareness of the impact of a meat- “Vegan Shut Up” video that went the United States alone, the numbers based diet is growing. In June 2018, a viral in 2017. Brave is part of a growing of people following diets free from paper published in the journal Science community demanding higher quality animal products and by-products grew reported that avoiding meat and dairy vegan products and educating people by 600% in the three years to 2014; produce was the single best way to about the benefits of the lifestyle. 6% of Americans now claim to be reduce food’s environmental impact.45 Veganism was recommended to him vegan, equating to almost 15 million The study, which drew upon data from by his personal trainer and he has people.43 In Brazil, schools in four cities almost 40,000 farms worldwide, found followed the diet for almost two years, are pledging to go vegan by 2019. The that while meat and dairy contributes describing it as “an amazing journey latest Euromonitor research finds that, just 18% of the calories in our global of discovery.” alongside the UAE and Australia, China diet, it uses up 83% of farmland. Loss is one of the fastest growing vegan of habitats to agriculture is one of Since becoming vegan, Brave markets, with 17% growth expected the key contributors in the decline has found it has led to a deeper in the five years to 2020.44 Alongside of wildlife. questioning of his lifestyle. “Before, animal welfare and health concerns, it was all about consumption,” he environmental considerations are a key “It is, in its own way, a social bitcoin. explains. “When you go on holidays, driver. In fact, JWT’s research finds that It’s having a moment and everyone’s it’s about what taxi, what hotel, is it almost a quarter of respondents have like, ‘I want to be attached to it. Do full board? It’s all about more stuff. followed a vegan diet in the past year I understand what it fully is? No, but As I started to look at stripping back, for sustainability reasons. I want a piece of it,’” says Jay Brave, I was thinking, ‘Who am I underneath entrepreneur and vegan ambassador, all of these products and ideas and and the creative mind behind the things that I’d bought?’”

P. 48 Jay Brave, Entrepreneur and Vegan Activist, UK Vegan Evangelism Lower Impact Living

Brave sees the democratization of With Tel Aviv often referred to as at its bases and provides leatherless need to think big: “With vegan media and information as one reason the vegan capital of the world, Israel boots and wool-free berets. Veganism products we need to sell experiences, people are turning to a vegan lifestyle: illustrates some of the opportunities is even saving people money, with not products. There’s no point in selling “There would have been a time that opening up to brands that can cater Israeli company Clal Insurance offering people vegan cheese if afterwards there would have been no way of to adoptees of this rapidly growing discounts on health and life insurance they’re going to have Häagen-Dazs ice seeing films like Okja, Land of Hope lifestyle.46 It’s estimated that 5% of plans to those that follow a vegan diet. cream. We can’t sell isolated products; and Glory, Cowspiracy or What the the population identify as vegan and we have to sell bigger ideas.” Health. The beauty of this era and age it was here that Domino’s Pizza chose Veganism is not just for humans. is that autonomy is in the hands of the to launch its vegan pizza topped Several pet food brands cater for Even virtuous vegans can’t rest entirely individual. You can choose to find out with non-dairy cheese.47 The Israeli owners who want to reduce the easy though. Importing vegan staples, this information.” army reportedly offers vegan meals ecological footprint of their beloved such as avocados and quinoa, across pups. US startup Wild Earth recently the world has its own environmental launched a vegan dog treat made impact, and products that appear to be from an Asian fungi.48 guilt-free, including almond milk, can be resource-intensive. Some also argue Mainstream brands are also upping that non-intensive animal farming can their vegan offerings. Asda became be beneficial, with the rooting and the first UK supermarket to use grazing of livestock helping to restore the Vegan Society trademark on its soils and biodiversity.49 products and German supermarket chain Aldi recently released its Earth Grown range of vegan and vegetarian products in the United States. Even Guinness announced that after 256 years it would stop using fish bladders WHY I T in its Irish stout recipe, making it 100% vegan. MATTERS

Despite this, there is still work to do, Guinness, Ireland Vegan lifestyles offer opportunities in food, drink and says Jay Brave. He believes brands lifestyle as they go mainstream. There is an opportunity for brands to create momentum around the vegan and “reducetarian” movements of those cutting down on animal products in their diet.

Wicked Kitchen by Tesco, UK P. 49 The End Of Meat? Lower Impact Living

The Western world will need to market for meat substitutes is forecast Tyson Foods, known for its chicken MEAT? decrease consumption of animal for robust growth, predicted to be products, has a stake in Los Angeles- The END OF products by half before 2050 to worth $7.5 billion by 2025, up from based Beyond Meat, a producer stay within the planet’s resources, $3.7 billion in 2016, according to of plant-based burger patties, according to Greenpeace.50 Not only Allied Market Research.52 sausages and chicken strips. This beef As awareness of the impact of meat production does livestock contribute an estimated alternative mimics the texture, color, 14.5% of total greenhouse gases, Currently, the most popular alternative juiciness, and even the heat-retention grows alongside recognition of the health benefits 40% of plant protein that’s grown is to meat is plant-based protein, often qualities of real meat. The brand will of eating less meat, diets are shifting towards plant- used as feed.51 It’s not just meat— derived from ingredients such as soy, make its UK retail debut later in 2018, industrial fishing practices are also peas, chickpeas, chia, and quinoa, launching in Tesco, crucially in the based protein as well as some novel alternatives. rapidly depleting stocks in our oceans. and it’s rapidly going mainstream as meat aisle. Nonetheless, protein is vital for a more people adopt vegetarian, vegan healthy diet. or flexitarian diets. In a sign of how New Zealand’s Sunfed Meats debuted far plant-based proteins have come, its Chicken Free Chicken in 2017 and Consumers are open-minded about Air New Zealand recently provoked hopes to be able to scale up to export alternative proteins: over half of our the ire of the nation’s meat lobby by to Australia, the United Kingdom and respondents claim to be willing to serving Impossible Foods’ plant-based the United States. The chunks are switch to more sustainable options. Impossible Burger on its in-flight menu. made from pea protein and boast twice Some nations are even making it the protein of real chicken. Cow Free official: China has pledged to halve its The market is even attracting Beef and Pig Free Bacon are set to hit meat consumption by 2050. The global investment from the meat industry. shelves this year.

P. 50 Insektenburger, Bugfoundation, Germany The End Of Meat? Lower Impact Living WHY I T MATTERS

Is this the end for carnivores? As people become more aware of the effects that meat and fish consumption are having on the planet, the demand for Meanwhile, entrepreneur David The first mainstream insect-based botanical-inspired packaging design alternative proteins will Yeung, founder of the Green Common products are now hitting shelves showcases the high levels of protein rise. There are opportunities vegetarian grocery chain, is hoping in European markets. German in each serving. for brands and retailers to to disrupt China’s pork industry with retailer REWE has begun stocking create snacks, ready meals “omnipork.” The plant-based pork a mealworm burger, produced by Massimo Reverberi, founder of and simple ingredients substitute has already featured on startup Bugfoundation, following the Bugsolutely, which makes pasta from that will ease consumer the menu at selected restaurants in initial success of the product in the cricket flour, says insects are set to dependence on meat. Hong Kong. Yeung hopes to launch Netherlands and Belgium. Crucially, become a staple. He told Bloomberg in mainland China by the end of 2018. say the producers, the burger delivers that “some people say it will be like on visual appeal: the mealworms are sushi in 20 years. I am really optimistic Insects are also a nutritious source not visible. that it may be a lot faster.”54 of protein. There are almost 2,000 edible insect species and their Products which incorporate ground Going one step further, companies farming requires little land or water, insect powders or flours are an easier such as Memphis Meats and Future and produces minimal greenhouse sell. Chirps, for instance, makes nacho- Meat Technologies, an Israeli-based gas emissions. While common in Asia style chips using cricket flour, targeting company also backed by Tyson Foods, and South America, insect-derived parents by emphasizing the nutritional are aiming to engineer lab-grown meat products will need to overcome the benefits of this protein. Seek, an as a more sustainable and cruelty-free “yuck factor” in territories where American granola and high-protein alternative. For more details on how they are less familiar. Nonetheless, snack company, appeals to a millennial science is tackling the agricultural the market for edible insects is set to audience looking for healthy yet problems we face, see our Hacking triple, becoming a billion-dollar global sophisticated snacks. Seek’s graceful the Planet Trend on p. 85. industry by 2023, according to Meticulous Research.53

P. 51 Seek Granola, LA, USA Beauty Takes A Stand Lower Impact Living

BEAUTY TAKES a STAND

Beauty brands wrote the book on activism: Anita Roddick’s Body Shop pioneered ethical and eco-friendly beauty as early as the 1970s. Modern beauty brands are taking up the baton, making a stand on ethical and human rights issues.

When Anita Roddick founded the Body issues from female empowerment are encouraged to post photos of the Shop in 1976, she made the company’s to transgender rights. stickers on social media, with the best ethical values clear, using her platform receiving a free mini bottle of perfume. to champion equal rights and support Scottish perfumer Reek recently used a range of social and environmental its digital platforms to show solidarity Japanese beauty giant Shiseido campaigns. Taking a strong stance on with protesters looking to repeal the also champions gender equality and issues resonates even more clearly eighth amendment in Ireland which this year became the first Japanese and strongly today with the modern criminalized abortion. The company is company to work with UN Women on value-driven consumer: 85% of our an advocate for gender equality and the issue. Shiseido promotes the UN’s respondents say it’s good when brands has produced a range of free stickers HeForShe initiative, which focuses use their money and power to raise promoting social causes, with slogans on moving towards a gender-equal awareness of important issues. And including “We repeal the eighth,” society. The program is now featured now beauty brands are stepping up “Pussy grabs back,” and “My hour is on Shiseido’s website and endorsed again, taking bold stances on diverse worth the same as his.” Consumers within the organization.

P. 52 Creative Commons Beauty Takes A Stand Lower Impact Living

At this year’s Women’s March in in partnership with the National Los Angeles, Soap & Glory launched Center for Transgender Equality and “More than Lips,” a campaign about the Canadian Centre for Gender & what it means to be a woman today. Sexual Diversity. For the campaign, The campaign featured a group of Lush storefronts in North America were diverse women, sharing their honest, stripped of products and filled with uplifting stories, and encouraged screens featuring quotes from their others to come forward with their own transgender and non-binary staff. own experiences on social media. The company also promised donations Beauty is also calling out negative to She Should Run, an organization behavior. Max Factor Arabia and Mac that works to increase the number Cosmetics recently cut ties with social of women running for political office. media influencer Sondoss Alqattan For every Instagram post featuring the after she released a video criticizing hashtag #MoreThanLips, the brand new provisions to protect Filipino made a $5 donation. domestic workers, while Illamasqua banned supporters of Donald Trump Cosmetics retailer Lush is championing from buying their products after transgender rights with “Trans Rights being “horrified” by his actions Are Human Rights,” a 14-day campaign in his presidential campaign.55

WHY I T % MATTERS 87WOULD PREFER TO BUY FROM COMPANIES Staying silent on social and political issues is not going AND BRANDS THAT DEMONSTRATE A to fly with consumers, who have come to expect brands COMMITMENT TO SUSTAINABILITY to take a stand. Using your platform to champion causes may sometimes be polarizing, but it is a bold move that will endear your brand to those who feel the same way.

P. 53 Damn Rebel Bitches perfume, Reek, UK Beauty Takes A Stand Lower Impact Living

“Sometimes it isn’t even about your skin tone. It’s about ‘What are you into? Do you buy into the brand? Is it the brand’s Bitches Unite sticker, Reek, UK messaging that you like?’ and you’ll find something in there that isn’t about a makeup shade.” Damn Rebel Bitches perfume, Reek, UK

- Anna-Marie Solowij, CEO and cofounder, P. 54 BeautyMart Generation Z Rises Lower Impact Living

GENERATION Z RISES

Influential kids and teens are instigating direct action to save the planet, taking lawmakers, governments, and businesses to task. This generation could just be the one that changes the world. Hebh Jamal, Teen activist, USA

Among Time magazine’s listing of themselves thinking a lot more about the 100 most influential people for what they can do personally towards 2018 were five teenagers. They are a more sustainable future. the survivors of the Parkland school shootings in Florida who, since the JWT spoke to teen activist Hebh Jamal, tragedy, have advocated passionately an 18-year-old high-school senior from for changes to the country’s gun laws. the Bronx, New York. A first-generation “This time,” wrote Barack Obama in Palestinian-American, Jamal is a his tribute to the group, “our children passionate advocate for equality are calling us to account.”56 and speaks out on injustice against Muslim women. “I think as a culture Youth has long been at the forefront we are just consuming and consuming of social movements. But our ongoing and consuming,” she says. “We don’t program of generation Z research finds realize the impact of our narcissism.” this generation particularly vocal. As we said back in 2015, “they’re the Young adults are mobilizing and generation that thinks they can change leveraging their social networks and the world, and they might just do digital platforms to add their voices it.”57 According to our latest research, to the sustainability debate. This is no 48% of older gen Zers live a more act of teenage rebellion—this cohort sustainable lifestyle because they want is getting heard at the highest level. to make a difference and 82% find P. 55 Melati and Isabel Wijsen, founders of Bye Bye Plastic Bags, meeting with Secretary General of the United Nations Ban Ki Moon in 2014. Generation Z Rises Lower Impact Living

Colorado-based Earth Guardians is a movements abound. Bye Bye Plastic founded Kids Against Plastic when global movement of influential and Bags, as the name suggests, aims they were just 13 and 11 years old. sophisticated activists campaigning to eradicate single-use plastic bags They aim to educate people about on environmental issues in their local and has 17 teams in place around the harmful effects of plastic waste. communities. Spearheading the group the world. Dutch-Indonesian teen The pair recognizes the fearless is 18-year-old Xiuhtezcatl Martinez, sisters Isabel and Melati Wijsen from potential of a child’s voice and their who has been speaking out on climate Bali founded the group in 2013. website states that they “believe change since the age of six. He has Both have been campaigning since that young people will make huge attained influencer status, speaking at adolescence to tackle plastic waste differences to the world they are the Rio+20 United Nations Summit and on their island and beyond, even going to inherit, and we want to the General Assembly at the United gracing the TedGlobal stage in 2015. help as many other children as Nations in New York City. Martinez The Indonesian government has since we can find their voices.”60 believes technology has been a key pledged to invest $1 billion in reducing driver for his generation’s ability to marine waste by 70% by 2025, as part Across the world, these young push for change, telling Teen Vogue, of the UN’s Clean Seas global program.59 influencers are a bellwether, not “We can communicate more easily than only for their peers, but also for past generations, which gives us an This trend looks set to continue, with consumers more widely: 61% of opportunity to turn every issue into this generation’s youngest members those with children say their kids a public showing or celebration.”58 already taking their first steps in influence their behavior when Youth-powered environmental protesting. Britons Amy and Ella Meek it comes to sustainability.

WHY I T MATTERS

Gen Z are committed and passionate advocates of sustainability, ethics, equality and more. They will look for brands that honor their values authentically. A no-BS approach is imperative—this generation can spot fake woke a mile off. Their influence, already making itself felt in family consumption, will only grow. Amy and Ella Meek, founders of Kids Against Plastic P. 56 The Ethics Of Parenthood Lower Impact Living

TH E ETHICS of PARENTHOOD

To lessen their environmental impact, some people are making drastic choices, choosing to limit the size of their family or even to not have children at all.

“Overpopulation is the elephant in the overpopulation, with features in the % room when it comes to environmental Guardian, 61 the Washington Post, 62 issues,” says Harriet Spark, an Quartz63 and the New York Times64 Australian designer and founder of addressing a topic that has previously environmental design agency Grumpy been taboo in some countries. British 17STRONGLY AGREE THAT THEY WOULD NOT HAVE Turtle Design. “It’s such a hard topic fitness vlogger Zanna van Dijk recently CHILDREN AT ALL IF IT to talk about, let alone act on but, shared with her 63,540 subscribers WAS PROVEN THAT THIS nonetheless, it’s one we should be her disinclination to have children for WAS MORE SUSTAINABLE talking about.” environmental reasons. Meanwhile AND BENEFICIAL FOR THE PLANET Population Matters, a UK-based charity It appears we are doing just that. concerned with overpopulation, has In recent months, there has been seen a 60% uptick in Twitter followers unprecedented coverage in the since 2016 and reported four million global media about family size and hits on a Facebook post that discussed

P. 57 Creative Commons The Ethics Of Parenthood Lower Impact Living

being child-free.65 In a New York Times According to our research, having poll, a third of young American adults fewer children for the sake of the cited worries about climate change as planet is not out of the question. a reason for having fewer children.66 62% of our respondents in all countries said that they would have a smaller Last year, Population Matters released family if it was proven to be beneficial “Small Families, Small Planet,” a for the planet. YouTube video highlighting the environmental benefits of having Yet even those who have chosen this a smaller family. The release was path don’t necessarily advocate their supported by research from scientific choice. “Deciding to procreate is a journal Environmental Research deeply personal choice and not one Letters, which estimated that if each I would prescribe to another person family has one fewer child, it could as a way of behaving ethically,” says save 58.6 metric tons of carbon a year, Spark, who decided against having compared to giving up a car which any children at all after working in would save 2.4 metric tons per year.67 environmental advocacy.

WHY I T MATTERS

It is estimated that by 2050 we will need the resources of three earths to sustain us if population growth continues on its current trajectory.68 With conversations around procreation and its impact on the environment at an all-time high, is it time we reconsidered the ethics of parenthood?

Harriet Spark, founder and designer of Grumpy Turtle Design, Australia

P. 58 RE STOR ATIVE EXPERIENCES

The "world's first energy positive hotel:"Svart from Snøhetta/Plompmozes, Svartisen glacier, Norway The Clean City Restorative Experiences

THE C LEAN CITY As the world grows ever more urban, we need to rethink cities to ensure that they are livable for all.

In early 2018, Jeffrey Sachs, the keen to let go of their own, with just For longer journeys, many cities are head of Columbia University’s Earth 15% saying they are definitely willing looking to electrification, especially Institute, declared New Delhi “not to forego their vehicle for the good for public transport. European cities livable” due to its “catastrophic” of the planet. Better transportation including London, Berlin, Paris and air quality.69 According to the World options, along with better facilities for Madrid are working to convert buses Health Organization (WHO), air electric cars, may provide a solution. to electric power. Meanwhile, in China, pollution either directly or indirectly Shenzhen has already completed the causes the deaths of seven million While bike-sharing programs have switchover for its 16,000-strong fleet.71 people every year.70 As populations proliferated across the world, other urbanize, the way we plan and options are now being added to Logistics companies UPS and DHL are manage our cities will have critical the mix. The fastest-growing “last also investing in electric as a future consequences for our health. mile” solution now comes in the solution for delivery vehicles. In form of dockless electric scooters February 2018, UPS announced plans URBAN MOBILITY from companies such as Lime-S and to deploy 50 electric trucks through a Mobility will play a critical role in Bird. Bird has just announced its first collaboration with Workhorse Group greening the city, with early innovation expansion outside the United States, Inc. Crucially, the electric trucks will focused on alternatives to the car. in Paris and Tel Aviv, while Lime-S is cost no more than gasoline or diesel While 64% of our panel say they are in present in six European cities as well vehicles, paving the way for large-scale favor of car-free cities, far fewer are as dozens of US cities. adoption.

P. 60 I love Nydalen, SAAHA, Lala Tøyen, Degree of Freedom and Gether, Oslo, Norway The Clean City Restorative Experiences

Scott Phillippi, UPS senior director With China accounting for half of all Concrete itself is being given a for automotive maintenance and electric vehicles on roads worldwide, sustainability upgrade. Carbon XPrize engineering for international operations, solutions like these will be crucial.72 finalist Carbon Upcycling UCLA has explained that the company’s very scale developed Co2ncrete™, a building is motivating its transition to cleaner SMARTER ARCHITECTURE material which absorbs and sequesters vehicles. “We do take our roles as Another weapon in the fight for cleaner CO2 emissions during production and can stewards of the industry and stewards cities will come in the shape of smarter be used in place of traditional concrete. of the environment and communities buildings made with more sustainable seriously,” he says. “Because UPS has materials. In the future, buildings themselves will such a large bandwidth, we recognize help combat air pollution. The facade our leadership in sustainability has the In an era of concrete and glass, it of luxury condo 570 Broome in New potential to bring about significant might seem quaint to consider timber York City features Pureti’s eponymous positive change.” a modern construction material. Yet, it titanium dioxide nanoparticle has been dubbed “the new concrete” treatment, which reacts to ultraviolet Electric vehicles mean cleaner air but for its strength and versatility, and has rays from the sun, converting air also require a dedicated infrastructure. superior sustainability properties— pollution and grime into non-toxic As electric charging stations pop up timber actually extracts carbon from minerals and water vapor. It’s said to on highways around the world, other the air. be the pollution-busting equivalent initiatives are making recharging of taking 625 cars off the road. even more seamless. In 2018, Sweden In Norway, the I Love Nydalen opened the world’s first electrified development was shortlisted in 2017 PRINTING THE CITY road that recharges vehicles as they for the World Architecture Festival’s 3D printing might well revolutionize drive via a moveable electrified Building of the Year. A collaboration the construction industry, enhancing arm connected to the underside of between SAAHA, Lala Tøyen, Degree of efficiency, minimizing waste, and offering the car. In Jinan in eastern China, a Freedom and Gether, the project will a solution to global housing shortages. 1,080-meter stretch of road has been use engineered timber to create three embedded with solar panels that will towers, the tallest of which will be 16 At SXSW 2018, Texan startup Icon power highway lights, under-road stories. Plans for wooden skyscrapers demonstrated its method for 3D printing heating elements and sensors. In the are underway in Vienna, Stockholm, a single-story home from cement in less future, it too will recharge batteries Minneapolis and Tokyo, where a than 24 hours for a mere $10,000. The on the go as well as deliver traffic and 70-story building is proposed and home produces almost zero waste and mapping updates to vehicles, both slated for completion in 2041. is energy efficient to run. manned and autonomous.

P. 61 Bird, USA The Clean City Restorative Experiences

In Eindhoven, Project Milestone, led by Dutch construction firm Van Wijnen, will go one step further, building the world’s first 3D-printed village of five habitable homes. The houses, which will be completed and put on the market for rental by 2019, will cut costs and environmental impact by reducing the amount of concrete used in construction. WHY IT The Netherlands has some pedigree in 3D construction. Technology startup MX3D and design studio Joris MATTERS Laarman Lab have 3D printed a steel As cities become more crowded, bridge using multi-axis robots. The innovative businesses are technique minimizes waste and allows harnessing technology and the use of sustainable materials. The advances in science to boost bridge will be installed at Oudezijds livability, reduce pollution, and Achterburgwal, in the red-light district build more sustainably. of Amsterdam, in 2019.

I love Nydalen, SAAHA, Lala Tøyen, Degree of Freedom and Gether, Oslo, Norway P. 62 Cooking Up Change Restorative Experiences

COOKING UP CHANGE Can chefs change the world? They’re giving it their best shot. Going beyond local sourcing and zero waste, these new power influencers are embracing bigger concepts in sustainability, tackling issues that go beyond the food on your plate.

Spanish-American chef José Andrés Earlier this year, chef Dominique Crenn Anthony Myint, cofounder of the is a firm believer in the power of food explained to CNN just why chefs have Perennial in San Francisco, is another for change. He’s the founder of World become so prominent in this space. chef with lofty goals. He is bidding to Central Kitchen, a humanitarian not- “When you have food, you have “establish sustainability as a culinary for-profit which, in September 2017, people. When you have people, you virtue” through his Zero Foodprint provided more than three million meals have to think about the planet. Food non-profit.75 The organization aims to to Puerto Ricans in the aftermath of defines your society, how humanity help fellow chefs and restaurateurs Hurricane Maria.73 The operation, which is going to be,” she said.74 A woman achieve carbon-neutral operations. the chef describes as “the world’s of her word, Crenn sources directly His view is that it’s a simpler concept biggest restaurant,” was powered from Central American producers and for diners to grasp than quibbling over by volunteers and funded initially by launched the Root Project in 2017, an ingredients or food choices and can Andrés’s credit card alone, and no initiative that seeks to support farmers thus have a bigger impact. This year, other charity or government body has and drive sustainable agriculture in 178 restaurants joined his initiative and fed as many people. Andrés, also a Haiti. This year, she collaborated with went carbon-neutral for Earth Day.76 powerful advocate for plant-based table-booking app Resy to launch the proteins, is just one example of the Women of Food series of pop-ups, growing trend for high-profile chefs to showcasing the talents of female chefs go beyond the restaurant and lead the at her Petit Crenn restaurant in San conversation on sustainability. Francisco.

P. 63 Coastal Toast with Persimmon and Squash, The Perennial, photo credit: Karen Leibowitz, USA Cooking Up Change Restorative Experiences %

80THINK IT’S IMPORTANT THAT RESTAURANTS AND BARS BEHAVE IN A SUSTAINABLE WAY

Three big names—Joan Roca, Gaggan Armand and Eneko Atxa—have become founder members of “Chefs for Change,” a movement that aims to forge a link between haute cuisine and international development. The chefs will act as ambassadors, reporting back on projects to tackle issues such as poverty, gender equality and poor nutrition in rural agricultural communities in Africa, Asia and Latin America.

Atxa is also doing his bit to preserve local heritage ingredients at his three Michelin- WHY IT starred restaurant Azurmendi, voted the world’s most sustainable restaurant in MATTERS 2018.77 On site is the largest seed bank in the Basque Country, boasting 400 Food, so central to global varieties, and the restaurant is supporting culture and identity, can play research to bring back vegetables a role in shaping lives for the threatened by extinction, such as the better. Chefs are applying their local Gernika tomato. unique skills to solve problems that go beyond the plate.

P. 64 A collection of images from Azurmendi in Spain and Relae in Denmark, both acclaimed for their sustainability efforts Conscious Travel Restorative Experiences

CON SCIOUS TRAVEL Sensitive to the impact their individual choices make, travelers want vacation options that reduce environmental impact while making positive social change.

More travelers are considering the electrify remote Himalayan villages by Travel Map of Jordan from the Jordan The solar-powered Svart Hotel, from environmental and social impact of building solar microgrids. GHE invites Tourism Board and Tourism Cares Oslo-based architectural company their holidays. Our research shows that visitors to help tackle serious yet small- highlights 12 social enterprises offering Snøhetta, will be the first venue 80% of total travellers are interested in scale problems much in the same way as authentic experiences for tourists, thus above the Arctic Circle to meet the holidays promising to be sustainable or the “Palau Pledge.” This Cannes 2018 channeling their money away from the Powerhouse standard, which means eco-friendly. Companies are responding, award-winning campaign highlights tourist traps to benefit disadvantaged it will produce more energy than it offering restorative, sustainable choices the Pacific island nation of Palau’s local populations instead. consumes. The hotel, slated to open in travel and accommodation as well enactment of a new immigration policy, in 2021, will have a 360-degree view of as destinations and journeys that are requiring tourists to pledge to protect Luxury hotel operator Six Senses is the Svartisen glacier and be designed mutually rewarding. the island before gaining entry. considered a pioneer in sustainable according to local coastal building tourism. Each of its resorts and spas traditions. Other design-forward, The United Nations World Tourism Yet the needs of the host regions are not around the world boasts its own sustainable hotel operators include Organization defines sustainable tourism always ecological. In many cases they Sustainability Fund to support social wind-powered 1 Hotel Brooklyn Bridge as that which “takes full account of its are socioeconomic. In Central America, causes, such as providing clean water, in New York, which boasts organic current and future economic, social the Cayuga Collection of five-star which benefits the local community. mattresses, responsibly sourced and environmental impacts, addressing hotels employs a 95% local workforce, Its properties are also eco-friendly. textiles, and mushroom mycelium the needs of visitors, the industry, the channeling much-needed income back The newest is solar-powered, having lampshades grown by local designer environment and host communities.”78 into largely impoverished areas. This built the largest microgrid in Fiji Danielle Trofe. Details like this matter One example is Global Himalayan makes good business sense too: 86% of using Tesla batteries. The “energy- to the 88% of total travellers who like Expedition (GHE), an organization that total travellers prefer to stay in hotels positive” hotel produces more power it when their hotel uses local artisans, orchestrates yearly “impact initiatives” that employ people from the local than it consumes, channeling all excess suppliers and produce. for do-good tourists who help to community. Similarly, the Meaningful energy to a desalination plant.

Palau Pledge, Host/Havas Australia

P. 65 Conscious Travel Restorative Experiences WHY IT MATTERS A restorative approach is attractive to an ever-growing number of consumers who want a better, more socially responsible choice when traveling.

Another player providing an energy- positive solution is Byron Bay Railroad Company in Australia. The 1940s restored train, a popular tourist attraction, relies on bespoke solar panels and an energy-conserving braking system to ensure it produces more power that it needs.

The key to sustainable tourism is that it expects businesses to not only protect but also enhance ecological and social efforts. Successful ventures, such as Six Senses’ energy-positive hotel or the Cayuga Collection’s local employment initiative, prove that investing in eco- friendly travel benefits not only the bottom line but also the greater good.

P. 66 Global Himalayan Expedition, India Cultural Capital Restorative Experiences

CULTURAL CAP I TAL Sustainability is now a cultural phenomenon. The plight of the planet is driving the global conversation, forming part of our daily media diet and infiltrating fashion, art and celebrity culture.

In August 2018, a petition signed “I’ve spent decades trying to persuade instant reaction from the public. By by 300,000 people was presented to people that they have a responsibility the fourth episode, where we showed Douglas Coupland, Vortex, Vancouver Aquarium, 2018 - photo credit: Ocean Wise, Canada British chip company Walkers (part to the planet—and falling on deaf the issue with marine plastic, there was of the PepsiCo family), calling on the ears,” says Sir David Attenborough, just a real sense from the audience, the show’s finale, the UK government manufacturer to stop using plastic naturalist and host of the BBC’s straight away, that this was something pledged to commit £61 million to packaging for the 11 million packets popular Blue Planet television series of concern. It was an issue they felt tackling plastic pollution after the of chips it produces daily. “Plastics that focuses on life in our oceans. compelled by.” public outcry. “Our ambition was to attacks,” where shoppers unwrap “I’m beginning to think that the tide connect people to life beneath the grocery items and ditch single-use of change of opinion has come in.”79 The series, which reached an audience waves,” says Honeyborne. “I think plastics in store, have been reported The Blue Planet effect, named for the of 37.6 million in the United Kingdom what we’ve seen is a very real, human, across Europe, the United States, show’s galvanizing effect on viewers, and was sold to 200 territories emotional response to the issue, Canada, Hong Kong, South Korea, Peru particularly in Britain, is driving a worldwide, has been credited which kept the conversation going.” and Colombia. Plastic is now just one of grassroots demand for action on for growth in web searches for To maintain that conversation, the the hot-button issues in sustainability plastic polluting the oceans. James conservation charities, a notable rise BBC has announced Plastics Watch, which is driving global activism, all Honeyborne, executive producer of in eco-tourism and even a change of a slew of TV and digital content that thanks to the power of culture. Blue Planet II, describes a “strong, governmental policy. Shortly after will continue the focus on the issue.

P. 67 CULTURAL CAP I TAL

P. 68 Douglas Coupland, Vortex, Vancouver Aquarium, 2018 - photo credit: Ocean Wise, Canada Cultural Capital Restorative Experiences

The plastics cause is getting a further Internationally renowned writer and revulsion. Hong Yi-chen, Guo Yi-hui, boost through sport. At this year’s artist Douglas Coupland has unveiled and Zheng Yu-ti from the National Tour de France, watched by a global Vortex, a major art exhibition at the Taiwan University of Arts collaborated audience spanning 190 countries, Team Vancouver Aquarium highlighting to create their Polluted Water Sky riders wore jerseys hashtagged marine plastic pollution. The exhibition Popsicles piece. As the name suggests, #PassOnPlastic as part of their is designed to show how plastic is these ice pops are made with broadcaster sponsor Sky’s Ocean “choking” the world and is constructed contaminated water, complete with Rescue campaign. Soccer, with an even from plastic items that have washed up cigarette butts, oil and oozing trash, bigger audience, is playing its part on the beaches of British Columbia. It in a bid to draw attention to water too. This season, both Juventus and features a small Japanese fishing boat pollution in Taiwan. Real Madrid will launch kits made that washed ashore in the Canadian from recycled marine plastic. archipelago Haida Gwaii in 2017, a consequence of the 2011 tsunami. Celebrity connections can also drive issues into the spotlight as well as Vortex is just one of a host of artworks raise the profile of the organizations featuring plastic waste that were shown hoping to solve them. Surfers against this year. Daniel Webb’s Everyday Sewage, a small UK charity fighting Plastic mural, made from a year’s marine plastic pollution, was chosen supply of plastic waste, was unveiled as one of seven charities to receive at Margate; The Plastic Bridge, an a wedding gift donation from the exact replica of the Brooklyn Bridge, Duke and Duchess of Sussex. The was made from almost 5,000 single- association led to a four-fold increase use plastic bottles; and the four-story- WHY IT in donations, a considerable rise in high Skyscraper installation in Bruges website traffic, and gave the charity featured a breaching whale made from a voice in global marine conservation. over five tons of marine plastic waste MATTERS pulled from the Pacific Ocean, New Man’s impact on the planet Art with an environmental message York waterways and the city’s canals, has captured the zeitgeist. is nothing new, but rising concern is as part of the annual Bruges Triennial. The momentum on plastics forging a new wave of installations and demonstrates the power of pieces with an activist edge which seek As well as raising awareness, three culture to effect change. to drive debate and engage emotions. Taiwanese students hope to provoke Brands should join this global cultural conversation. Ivory Art, Precious Plastic, Netherlands

P. 69 POSITIVE RE TAIL

House of Lonali, Sri Lanka/ UK Nude Food Positive Retail

N UDE FOOD %

THINK SUPERMARKETS89 AND FOOD Retailers are facing a backlash from shoppers MANUFACTURERS SHOULD DO MORE TO LOWER THEIR IMPACT against plastic packaging. Are zero-packaging ON THE ENVIRONMENT stores the answer?

An estimated 6.3 billion tons of plastic shelving system to display fruit and While most stores joining the norm, so I knew that you had to waste had been generated globally by vegetables, and keep them cool. This packaging-free movement are small make it convenient,” says Lim. 2015, with almost 80% of it going to not only limits plastic use but keeps independents, larger groups are Wally Shop purchases are delivered landfills or the natural environment.80 the produce fresher for longer. beginning to show interest. Planet in reusable containers, which are The backlash against plastic is gaining Organic now offers its Unpackaged collected by couriers at the next traction, particularly in the retail Meanwhile, stores across the world are service at four of its supermarkets delivery and recycled. sector, with anti-plastic protests now adopting a zero-waste approach. in London. reported at checkouts from Hong Kong UnPackt is Singapore’s first zero-waste There is certainly interest in such to Peru. 88% of respondents believe packaging-free grocery store, where As these store concepts become more concepts: 79% of our respondents there is far too much plastic packaging customers are asked to bring their own widespread, they may drive changes would be willing to shop at a zero- these days. containers for their food items. Similar in behavior, encouraging shoppers packaging supermarket if there was initiatives include Live Zero in Hong to bring their own reusable packaging one nearby. Many national chains WHY IT While many retailers investigate more Kong and the Refill station in Bangkok. with them, for example. Making the argue that plastic packaging is sustainable alternatives or trial plastic- In the United Kingdom, Birmingham’s process effortless is key to broader essential for keeping items fresh and free aisles, others are implementing Clean Kilo recently joined the likes of adoption. intact during distribution, and that, MATTERS a more radical solution: no packaging Preserve in Bristol and Hetu in London paradoxically, it helps to minimize Plastic is fast becoming public enemy at all. to offer packaging-free supplies. JWT spoke to Tamara Lim, founder of food waste. But with antipathy to number one. Grocery stores worldwide These stores are already reporting The Wally Shop, a 100% packaging- plastic on an upward trajectory, will need to address the use of New World, the New Zealand-based that business is booming, with East free grocery concept launching soon companies may be pressured into plastic, even in small steps, aiming for retailer, has announced its Food in the London’s Bulk Market having outgrown in New York that aims to do just that. exploring ways of giving consumers biodegradable alternatives or allowing Nude project, which uses a refrigeration its premises and moved to a larger base. “I wanted to make sustainability the the option to go packaging free. customers to buy “nude” where possible.

P. 71 Unpackt, Singapore's first zero-waste, packaging-free grocery store Climate Positive Commerce Positive Retail

CLIMATE- POSITIVE CO MMERC E Retailers are offering convenient ways for conscious consumers to combat climate change.

Unquestionably, making the right The company will offset 100% of its choices matters to consumers. 79% carbon emissions by planting trees of our panel say they are increasingly through a certified offsetting program. conscious of their personal impact CEO Richard Bergfors explains that, on the planet. But the path from “just going carbon-neutral is not intention to action is not always smooth. enough anymore. We know that we are “Convenience is often the enemy of part of the problem and, together with sustainability,” environmentalist Harriet our guests, we can now be part of the Spark tells us. Now retailers are coming solution.”81 up with products and schemes that make it easy to do the right thing. Offsetting programs like this provide an immediate way for consumers and It could be something as simple as brands to tackle emissions together. And buying a burger. Max is Sweden’s most according to Antoine Diemert, program popular hamburger restaurant, with a director of the International Carbon pedigree in caring for the environment— Reduction and Offset Alliance (ICROA), in 2008 it was the first restaurant chain “offsetting directly provides a lot of to introduce carbon labeling on its climate finance to projects that would menu. In June 2018, it launched the not happen without that money, and “world’s first climate-positive burger.” they’re reducing emissions.” Sheep from the Fibershed Project at Bare Ranch which produced the Climate Beneficial™ wool for The North Face's Cali Wool Beanie, photo credit: Paige Green, USA

P. 72 Climate Positive Commerce Positive Retail A collaboration between Poseidon and Ben & Jerry's which purchases carbon credits through Ecosphere+ to support the Cordillera Azul National Park in Peru

Outdoor retailer North Face is also the impact of their contribution. The says Giricz. “That is the space that providing climate-positive options for trial was a success, with many shoppers can really scale very, very fast.” He shoppers. Its Cali Wool beanie claims contributing far more than the requested believes the simplicity of the solution a net-negative carbon impact. The penny and one person tacking on a is what will drive participation, adding brand’s Climate BeneficialTM wool was further £30 (approximately $38). that “the beauty of the integration in sourced from Bare Ranch, which uses the retail sector is that it’s seamless. regenerative agricultural methods to Poseidon founder and CEO Laszlo So, for a consumer the shopping sequester more carbon dioxide than is Giricz told us that feedback is key experience doesn’t change at all. You emitted. The hat, priced at a premium in driving behavior change. “Giving still go into the shop, you still select at $45, became the label’s top-selling consumers instant gratification, an the product you want, you still go to beanie and sold out. instant positive feedback loop to their the point of sale, and you still pay for contribution is essential to create it—and that’s it.” Looking to rapidly scale this idea behavioral change,” he says. “You can is Poseidon, a non-profit which go into a shop and make a donation The success of Poseidon’s pilot chimes uses blockchain to bring carbon that is so tiny that it really doesn’t with data from our survey which finds credit trading to the high street, matter to you. But then the critical that 56% of respondents would be WHY and ultimately allows any purchase point is that you then get instant interested in paying a small amount on IT to become climate positive. In May positive feedback for what you’ve each transaction to fund sustainable 2018, Poseidon conducted a pilot just done. Wow! Then you’re hooked. initiatives. MATTERS with Unilever’s Ben & Jerry’s store in Then it becomes addictive.” London’s Soho. Shoppers were invited Climate-positive commerce initiatives to add a penny to their purchase, By focusing on the retail environment, give consumers simple ways to offset which will fund forestry conservation in Poseidon aims to maximize its impact. their own carbon footprint and are a Peru. By tracking the microtransactions “We’re looking at the retail space and highly visible means for retailers to on the blockchain, consumers can trace at consumers for a very simple reason,” demonstrate positive impact.

P. 73 Clean Money Positive Retail

C LEAN MONEY Financial services brands are helping % customers let their money do the 74OF GEN Z AND MILLENNIALS talking, by facilitating spending and WOULD BE INTERESTED IN A BANK THAT MONITORED investment with a positive impact. PURCHASES AND GAVE ADVICE ON HOW SUSTAINABLE THEIR LIFESTYLE WAS

The Baltic Sea Card, Ålandsbanken, Finland

While people want to support brands “Match your dollars with your values,” environmental impact of each credit based on their values, thus incentivizing Services like these demonstrate the with a positive impact, they don’t is the ethos behind Aspiration Impact card transaction. Monthly statements positive corporate behavior. growing appetite for consumer- always have time to scrutinize every Measurement (AIM), an in-app feature come with a comprehensive overview facing tools and services which make individual purchase. Now, financial from online bank Aspiration. The app of the user’s carbon footprint, with China’s online payment giant Alipay is meaningful spending and investing services brands are stepping in, gives customers a Sustainability Score statistical comparisons to the previous taking a gamification approach. The less time-consuming and effortful. with payment tracking, analysis and that relates to the impact they’re bill and suggestions on how to reduce company has teamed up with Ant Financial investment tools that help people having on the planet and its people, future impact. Services Group to launch an environmental better manage their sustainability based on their spending. The app project named Ant Forest, which is accessed WHY IT impact. There’s a clear appetite for taps into the consumer motivation to Along with their spending, people want through the Alipay app. Users track their this, as evidenced by JWT’s data: vote with their money and to reward to invest more wisely too. Cue a slew eco-friendly activities, such as paying bills 62% say they would be interested in a businesses that share their values. of apps that guide users to sustainable online, to earn virtual “green energy” points MATTERS bank that monitored their purchases investments, such as Australia’s and grow virtual trees. Once users earn Banks and financial services and gave advice on a sustainable A pioneer in this space, Scandinavian Goodments, which exhorts the user to enough points, Ant Financial plants a real brands are making sustainable lifestyle, and 56% would be interested bank Ålandsbanken offers the Åland “put your money where your heart is.” tree. If current engagement rates continue, choices easier for customers, in a credit card that could track their Index, created in partnership with Goodments encourages sustainable Ant Forest will plant 500 million trees in helping them to spend and invest personal carbon footprint. Mastercard and KPMG, which tracks the investing by matching investors to shares the next five years. wisely, and incentivizing personal behavior change to boot.

P. 74 Mindful Shopping Positive Retail

MIND FUL SHOPPING In a response to unchecked consumption, progressive % brands are adopting the radical and, some might

86AGREE PEOPLE BUY TOO say, self-sabotaging approach of asking customers to MANY CLOTHES THESE DAYS think long term and buy less. In so doing, however, they promote a more thoughtful approach to shopping.

On November 11, 2017, Chinese of Hong Kong residents own more CEO of JWT Lisbon, thinks brands Delaktig modular collection for Ikea shoppers spent more than $25 billion clothes than they need, and the same is should be tapping into this consumer is made from aluminum and features in 24 hours.82 Singles Day, the annual true for 60% of Chinese, and more than impulse. “People are looking for smart detachable upholstery and accessories, binge promoted by online retailer half of Italians and Germans.85 consumption. We should not be doing making it both durable and adaptable. Alibaba, is now the world’s biggest business as usual,” she says. “Don’t chuck Delaktig away if you’re shopping event, dwarfing the likes Consumers are not oblivious. Almost finished with it,” Dixon says. “Turn it of Black Friday, Cyber Monday and two-thirds of our respondents even As an antidote to fast fashion and into something else, something new. Amazon Prime Day. Yet alongside claim to be trying to consume less in disposable design, brands are creating Or save it for the children so they can bumper sales, it also generated general, at least some of the time. products that are made to last. At the take it with them when they move out.”86 300,000 tonnes of packaging waste.83 Joe Ziegler, a London student who Maison&Objet design trade show this attempted to live plastic-free for one year, Danish furniture brand Handvark Meanwhile, a new generation that has Human consumption has reached epic month, points to more conscious debuted Mantle, a chair designed to grown up with renting is less fixated on proportions, driving a threefold increase consumption as the key takeaway age gracefully and become a treasured owning stuff, driving the success of the in our usage of natural resources over from his endeavor. “The real lesson,” hand-me-down. Cotopaxi, a US outdoor sharing model in retail. Members of gen the past 40 years.84 A 2017 Greenpeace says Ziegler, “is actually that it’s not brand and a B Corporation, offers a Z are more likely than average to be survey of international buying habits about swapping one thing for another. 61-year guarantee on all its products, interested in using subscription services. described overconsumption as a It’s just about reducing and buying the average lifespan of a person living “global virus,” reporting that two-thirds less stuff.” Susana de Carvalho, in the developing world. Tom Dixon’s

Harth, photo credit: Anders Gramer, London, UK P. 75 Mindful Shopping Positive Retail

Recently JWT Intelligence reported Extending the lifecycle of smartphone on Harth, a platform allowing interiors technology has become a hot topic, lovers to connect with artists, with law-makers in numerous US states designers and manufacturers to borrow proposing a Right to Repair bill—a statement pieces. British-owned Girl measure that could force manufacturers Meets Dress, one of the pioneers to release repair manuals and tools to of the rental model, now stocks the public. The European Parliament over 4,000 dresses on its website; has also called on member states to Australian startup Glam Corner was enforce greater repair rights. on course to earn AUD$50 million in clothing rental revenues by the end of At its most extreme, this trend could 2017; and US-based Rent the Runway even prompt companies to really has just successfully raised $200 million question whether their products are in venture capital,87 underscoring the even needed in the market. New consumer appetite for this approach. York-based designer Danielle Trofe recommends that designers think before Another practice losing relevance is they create and ask themselves, “What planned obsolescence; in technology are we making? Is it needed in the and electronics, manufacturers have world? What function does it perform?” long engineered products to fail after a Harth, photo credit: Anders Gramer, London, UK certain time to encourage replacement. Now, both Apple and Samsung are under investigation by the Italian WHY ITMATTERS consumer protection body AGCM for slowing down devices to encourage Consumption for its own sake is seen by some as distasteful upgrades to new models. The and brands that encourage it as irresponsible. Forward- Fairphone 2, launched in 2015, is one thinking brands are promoting thoughtful ways to shop that of the only brands built to be repaired won’t harm the planet and its people. with replaceable modules. Harth, photo credit: Anders Gramer, London, UK

P. 76 Mindful Shopping Positive Retail

“C ONSUMERISM is reaching a point where it’s such a THROW- A W A Y CULTURE. WE CAN’T CARRY on the way we are. “

- Tom Domen, global head of long-term innovation at Ecover & Method—People Against Dirty.

P. 77 The Mantle Chair, ISKOS/ BERLIN for HANDVÄRK, Denmark SU STAIN ABLE TECH

To The Last Tree Standing, Ogilvy and Mather Poland, Greenpeace Poland and Geoboxers Digital Sustainability Sustainable Tech

DIGITAL SU STAIN ABILITY Digital technology has brought innumerable improvements in our lives but is it sustainable? Connectivity is creating a massive drain on global % energy supplies, which could drive a backlash. 76BELIEVE TECHNOLOGY HAS A POSITIVE IMPACT ON THE ENVIRONMENT

In his book New Dark Age, author researcher who works for Chinese to not only power machines but also successful, this could prove a new, James Bridle writes, “In response to communications technology firm keep them cool. While Google,92 more cost-effective solution to vast increases in data storage and Huawei. “We have a tsunami of data Apple93 and Microsoft94 have all made lowering energy usage. computational capacity in the last approaching. Everything which can commitments to renewable energy decade, the amount of energy used by be is being digitalized.”89 for their data centers, 80% of the Another growing source of power- data centers has doubled every four electricity powering them comes from intensive demand is bitcoin mining. years and is expected to triple in the The internet and computing sector fossil fuels, according to Greenpeace.95 Digiconomist tracks energy usage by next 10 years.”88 already accounts for 6% of global energy the cryptocurrency network and its latest demand.90 By 2030, power demand for Earlier this year, Microsoft sank one figures show its consumption to be in With that, Bridle puts paid to the digital services in Japan will exceed of its data centers off the coast of line with that of the whole of Greece.96 notion that a digital world is a more the nation’s current whole generation Orkney in Scotland. The intention is sustainable one. While 76% of people capacity.91 As connectivity surges, the that water around the data center Chia Network is an eco-friendly believe that technology has a positive carbon footprint of data centers will will keep it cooler than on land, thus alternative in the works that makes use impact on the environment, our digital exceed that of the aviation industry. using less energy. Many data centers of the space on everyday computers world is actually swelling carbon are being built in countries with low and aims to launch by the end of 2018. emissions. “The situation is alarming,” Data processing centers use temperatures, such as Sweden, but Stellar and Bitcoin Green are among says Anders Andrae, a Swedish increasingly vast amounts of electricity if Microsoft’s underwater center is other energy-efficient alternatives.

Microsoft, Project Natick, UK

P. 79 Digital Sustainability Sustainable Tech

It’s not only data centers which contribute to digital energy usage and emissions. Production accounts for 85-95% of a smartphone’s carbon WHY IT footprint, according to a study in the 2018 Journal of Cleaner Production.97 In the future, manufacturers that MATTERS encourage overly frequent smartphone The growing prominence of sustainability in the upgrades will likely be seen as technology sector points to a future need for all irresponsible. This could make room businesses to consider and tackle their digital for service-oriented models that impact, while consumers will be prompted to challenge the upgrade mentality and rethink the frequency of their gadget upgrades. thus decrease environmental impact.

P. 80 Google Data Center in The Dalles, Oregon, USA Green AI Sustainable Tech

GREEN AI Machine learning, algorithms and artificial intelligence tools are accelerating humanity’s efforts to tackle sustainability issues.

Artificial intelligence (AI) promises to testing a new tool in the shape of SoFi, be a major weapon for tackling big a robotic fish. It is essentially a small human challenges, and sustainability fish-shaped autonomous undersea is no exception. Microsoft announced vehicle which researchers hope will a $50 million investment in its AI for be able to gather valuable data on Earth program at the One Planet climate aquatic life. change summit in Paris in December 2017. It’s a grant-making initiative Another green AI startup is tackling that helps projects in climate, water, deforestation. 20tree.ai uses AI tools biodiversity and agriculture harness such as visual recognition to identify Microsoft’s Azure platform and AI areas where deforestation is taking technologies. One beneficiary is Wild place, helping NGOs, governments Me, a project that helps conservationists and businesses take remedial action. combat species extinction. Wild Me Similarly, the Plastic Tide algorithm has crowdsources millions of images from been trained to distinguish plastic litter scientists and members of the public using images submitted by drone users. to build Wildbook, a platform that Initially the system will help identify identifies and helps to monitor species locations for cleanups, but it could down to the individual animal. ultimately monitor litter in real-time.

Monitoring the world’s species is a complex challenge, especially underwater. Scientists at MIT are

MIT, SoFi in front of coral, photo credit: Joseph DelPreto P. 81 Green AI Sustainable Tech

AI solutions are also helping platform boasts expert knowledge companies grapple with intricate from sustainability leaders, technology ethical sustainability issues. SAP Ariba developers, consultants and lawyers. collaborated with Made in a Free World Via intelligent learning, this information on an AI platform that filters millions helps businesses learn more about of articles per day, looking to highlight how to improve their sustainability areas at potential risk of slavery in credentials, comply with government the supply chain—a valuable tool for regulations, and manage their own data multinational businesses managing output, optimizing their sustainability complex supply chain networks. practices. WHY IT

Another key challenge businesses CEO Dan Botterill says it’s all about face is gaining access to the latest going back to basics, noting the MATTERS knowledge and advice, which often importance of “getting information Green AI has the potential to requires hiring expensive consultants. into an easily digestible format, supercharge efforts to tackle Ditto Sustainability has secured £4 demystifying and getting rid of all this sustainability challenges. Brands million of venture capital funding to jargon that surrounds sustainability, should consider how integrating leverage AI to simplify the task. Aiming and just making it really simple and AI technology might enhance to democratize information, the AI straightforward to do.” their own initiatives.

P. 82 Cropland bordering rainforest habitat, Brazil © Frans Lanting as part of the Union of Concerned Photographers project launched by WeTransfer. Digital Nature Sustainable Tech

DI GITAL NATURE Technology can enable broader access to the benefits of nature as well as driving awareness and establishing relationships, particularly with children.

While the benefits of experiencing nature Meanwhile, the Woodland Trust has also first-hand cannot be underestimated, experimented with VR to help those who not everyone has immediate access. Now struggle to get out in nature—like the technology is serving up the next best elderly or hospitalized—to enjoy some of thing: digital nature. its benefits. “We’ve used virtual reality to do some short videos to take to people Research is finding that digital in care homes, just to give them an versions of nature can have positive experience of how they can get outside benefits for wellbeing. Amsterdam- through the medium of technology,” based Sensiks Experience Lab has explains Stuart Dainton, head of innovation. devised a Sensory Reality Pod which is being used to tackle workplace It seems that the restorative effects stress and mental health conditions of virtual nature can even be applied such as PTSD. The reality pod offers to those who have been incarcerated. a fully immersive virtual reality (VR) Last year, researchers at the Ecological experience, combining natural scenes Society of America found that inmates of rich woodland or tropical islands who watched nature videos felt calmer, with variations in scent, temperature, less irritable and committed 26% less air flow and light. violent infractions.98 Vibrations from Ford's new smart windows enable blind passengers to "Feel the View", Ford USA

P. 83 Digital Nature Sustainable Tech

There are also accessibility benefits. Meanwhile, Greenpeace successfully Ford has developed a smart window leveraged the power of Minecraft to which allows blind passengers to save the Białowieża Forest in Poland, experience the passing landscape. The under threat from logging despite “ TECHNO LOGY Feel the View window takes imagery of being a UNESCO World Heritage Site surrounding scenery and translates it and the last lowland primeval forest into vibrations on a touch-screen display. in Europe. Its “To the Last Tree” is a REALLY IMPORTANT ENABLER. Ford has paired the smart window with campaign, created with Ogilvy & a voice assistant, which explains and Mather, created a virtual replica of the contextualizes the imagery. forest and encouraged 170,000 players we should be looking at to sign a petition to save it.99 The Technology is also proving a valuable campaign resulted in the resignation of BOTH tool for getting kids more involved the country’s environmental minister. how we can use it, to with nature. CHILDREN Seek is a new app for iOS created by INSPIRE nature website iNaturalist that uses image recognition technology to help to THINK about users identify plants and animals. NATURE The app awards badges when users WHY IT upload an image, encouraging outdoor exploration for families in particular. and to make NATUREmore MATTERS Augmented reality game Pokémon Technology can augment and Go hosted litter pickups for Earth supplement nature for those Day this year, rewarding users with in- ACCESSIBLE.” with limited access as well as game bonuses. The game’s producer encouraging people, particularly collaborated with conservation children, to build better organization Mission Blue to organize relationships with the real thing. 37 cleanup events around the world, Virtual natural worlds can help with treble points available in areas - Stuart Dainton environmental issues reach new where 3,000 players participated. Head of innovation, The Woodland Trust audiences, creating the next generation of eco-activists.

P. 84 To The Last Tree Standing, Ogilvy and Mather Poland, Greenpeace Poland and Geoboxers Hacking The Planet Sustainable Tech

HACKING THE PLANET Humans have always altered nature, breeding new crops and species, and transforming landscapes. Now, gene-editing techniques provide us with powerful tools to manipulate the building blocks of nature: fine-tuning the makeup of crops, the genetic profiles of livestock, perhaps even bringing the extinct back to life.

Advances in gene editing are being innovative techniques such as CRISPR much easier to harvest. In Japan, the driven by CRISPR, a technique that would no longer be subject to regulation, National Agriculture and Food Research allows scientists to target specific bits as the process is considered akin to Organization is testing two new modified of genetic code and tweak the DNA, traditional breeding. This paves the way strains of rice to learn which of the crops adjusting, removing or adding desired for gene-edited crops to go from the lab has a higher yield and is more viable for traits. Good news for agriculture, an to the farm. wide-scale production. Meanwhile, in the industry that rapidly needs to work out United Kingdom, researchers at startup how to feed billions of people while Many experiments are already underway. Tropic Biosciences are using CRISPR to adapting to climate change. At the Cold Spring Harbor Laboratory create bananas with an extended shelf in New York, scientists are exploring the life that are disease resistant, a feature In March 2018, the US Department of possibility of all kinds of tomato edits, that has the added benefit of reducing Agriculture ruled that crops edited using including a jointless variant that will be the need for pesticides.

P. 85 Surimi Pearls, Finless Foods, USA Hacking The Planet Sustainable Tech

Big brands are also looking to CRISPR to Bigger and better animals aren’t the CryoArks Biobank, a storage facility protect valuable resources in their supply only solution. Companies such as Just for animal DNA. chain. Mars is just one confectionery and Finless Foods are using cultured business with a stake in modified cacao. animal cells in the lab to grow meat and Britt Wray, science journalist and The cacao plant is susceptible to diseases fish that could one day grace our dinner author of Rise of the Necrofauna, such as witches’ broom and the cacao I THINK WHAT’S SO plates. From a tiny amount of source explained the moral argument swollen shoot virus, and losses caused material, it’s theoretically possible to behind de-extinction efforts to by pests and disease can amount to 40% “ produce unlimited meat. Even dairy is CBC’s The Current: “If we have the of crops.100 Working with the Innovative POWERFUL about this potential getting a tweak. Researchers working biotechnologies right now to do Genomics Institute at UC Berkeley and to engineer life, to create these alternatives, on Real Vegan Cheese are using CRISPR something beneficial about righting UC San Francisco in California, Mars is to modify baker’s yeast, creating milk those wrongs that we’ve reaped, we developing cacao plants that are resistant is that maybe we can engineer at the DNA proteins which can then be made into ought to do it.”102 to both viral and fungal infections. cheese in the traditional way, while LEVEL a propensity for a crop not to need as Clara Foods has created an egg white Although it does not benefit from the brewed from yeast. much water or for a material not to need any same regulation-free environment, WHY IT CRISPR gene editing is also being The actual test, of course, is whether applied to issues in animal agriculture. processing after, because we’ve engineered its people will actually want to eat modified Scientists in Scotland are working protein or cultured foods. Our research suggests MATTERS in collaboration with scientists from that it’s not out of the question. 31% of Ethiopia, Kenya, Nigeria, Tanzania and respondents are in favor of genetically Techniques such as CRISPR the United States to modify the genes to IN A CERTAIN WAY engineered plant food sources and 29% BEHAVE are helping science to adapt of cows in the tropics to boost their are in favor of genetically engineered nature to the needs of the milk and protein production by up to animal food sources. Higher numbers RIGHT FROM THE 21st century. Companies will 50%. Virus-resistant pigs are also being say it’s a maybe. need to engage consumers in developed, helping to lower the need decisions and conversations, for medicines and antibiotics. Australian BEGINNING. While we wait for CRISPR-tweaked meals responding sensitively to geneticist Alison Van Eenennaam is to hit the dinner table, looking further concerns around GM or producing bulls that will father only male ahead we might even see the restoration engineered foods. As the offspring. Since male cows grow faster of extinct species, and thus ecosystems applications of gene tech in and bigger, this could prove beneficial - Natsai Audrey Chieza that have been lost. London’s Natural food grows, transparency will to breeders aiming to meet demand, Founder, Faber Futures History Museum recently launched the be crucial. predicted to grow by 69% by 2050.101

P. 86 “ RE THINK ING M ATERIAL S

Lolistraws, Loliware, USA Solving Plastic Rethinking Materials

SOLVING P LASTIC

There is enough plastic debris in the Companies are investing heavily in R&D to production. Following the principles of Instead of banning plastic, we need to rethink world to cover Argentina.103 Since mass identify more sustainable alternatives for circular manufacturing, Dutch furniture how and when we use it, and perhaps learn to production began we have created over packaging. McDonald’s and Starbucks have company Vepa is working with Plastic 8.3 billion tons of it, most of it now in even teamed up to solve the takeaway cup Whale, the world’s first plastic-fishing value it more. landfill, or, worse, polluting the seas and issue. One success comes from SaltWater company, which retrieves redundant the environment.104 Its durability is its Brewery in Florida, which has come up plastic from Amsterdam’s canals greatest asset and its greatest flaw. Just with E6PR, a biodegradable alternative to and Rotterdam harbor. Vepa uses how do we solve a problem like plastic? plastic six-pack rings, often responsible for canal waste to make high-end office the deaths of turtles and fish. Made from furniture, adding recycled steel and Despite plastic’s reputational issue, wheat and barley waste from the brewing fabric from its own waste streams. it still plays a vital role in our lives. It process, the ring degrades safely in water Furniture can eventually be returned keeps our cars and aeroplanes light and can even be eaten by marine life. to Vepa to be broken down into raw and fuel-efficient, and ensures medical materials for new items. devices are affordable and safe. Even Another designer solving a topical the much-maligned plastic straw is an problem is Fatima Fazal, who devised This year’s London Design Fair essential for many disabled people. It’s an alternative to plastic takeaway championed plastic as a design unlikely we’ll rid the world of plastic, cutlery. 74% of respondents say they resource. Founder and director Jimmy but we need to use it more thoughtfully. find single-use cutlery off-putting MacDonald tells us, “We felt plastic had when they order food delivery. to be our material of the year for 2018 The first step is to limit the flow of Fazal’s solution is Heart Parts, oxo- as it’s completely topical and we feel it “unnecessary” plastic. More than 40 biodegradable, recyclable and reusable is imperative that recycling single-use countries around the world have begun cutlery pieces that are small enough to plastic is pushed further. We don’t think to ban or tax single-use plastic.105 snap together and fit in a pocket, and designers are placing enough value on In Kenya, where the most stringent durable enough for the dishwasher. recycled plastic and are not treating it penalties apply, you can be imprisoned Solutions need to be practical. as a new, virgin material.” for producing, selling or just using single-use plastic bags. Culturally, There’s no easy way to tackle plastic single-use plastic is on the way to pollution but many companies are becoming unacceptable. finding ways to reintegrate it into their

Saltwater Brewery, USA P. 88 Solving Plastic Rethinking Materials

Other solutions aiming to deal with the Dutch artist and designer Dave Hakkens the launch. “I want to make plastic plastic mountain are more scientific. is doing just that, with his Precious guiltless.”106 Polyethylene terephthalate, or PET, is Plastic installation. the clear plastic used for water bottles, Rethinking how design can make use among other applications. Researchers At de Bijenkorf, an upscale Amsterdam of plastic, can transform it from waste from the University of Portsmouth in department store, Hakkens created into a new raw material. the United Kingdom have modified two windows, one filled with an enzyme, PETase, to eat PET plastic household trash, the other with just waste just as microbes eat other types one Anthropocenic gem: a plastic of biodegradable waste in landfills. The “diamond.” Hakkens has also created solution is currently still in the lab but plastic construction beams, a range

Jewelry, Precious Plastic, Netherlands the team hope it could one day tackle of jewelry and even an “ivory” tusk landfill waste, much of which is beyond made entirely of recycled plastic. recycling. Scientists in the United States “PLASTIC have also discovered that other types Milanese design gallerist Rossana of plastic such as polystyrene can be Orlandi is of the same mind, in many ways, is a MIRACLE SUBSTANCE. eaten by mealworms, which then produce launching her ongoing initiative PERHAPS WE NEED TO CHANGE OUR biodegradable waste that is not harmful Guiltless Plastic at this year’s Milan to the soil. By working with nature, Design Week. “I want to change the MINDSET ABOUT HOW PRECIOUS scientists are thinking beyond recycling. meaning of plastic,” said Orlandi at PLASTIC is. We shouldn’t James Honeyborne, executive producer just make it disposable and single-use. of Blue Planet II, saw the marine Rather, developing a more sustainable pollution issue up close while filming mindset, together with improved waste the documentary series. He believes WHY IT MATTERS we need to completely rethink our management and simpler recycling approach. “Plastic, in many ways, is Plastic is becoming a demon in the eyes of consumers. Where options, could make A RE AL and a miracle substance,” he explains. possible brands should avoid it, use recycled alternatives or at “Perhaps we need to change our least explain to consumers why its use is necessary. Rethinking L A S T I N G DIFFERENCE. mindset about how precious plastic is.” plastic as a precious resource, rather than as disposable, could “ help us use it more mindfully. - James Honeyborne Executive Producer, Blue Planet II

P. 89 Carbonomics Rethinking Materials

CAR BONOMICS Innovators are reframing carbon as a resource, and even a source of profit, rather than a problem. Welcome to the era of carbonomics.

In 2016, American architect and author soil in the process. Now companies like William McDonough wrote a feature Danone, Unilever and General Mills called “Carbon is Not the Enemy” are exploring the potential of these in the journal Nature, asserting that techniques, with the latter introducing climate change was a result of human- its own Regenerative Agriculture led design failure.107 “In the right Scorecard to drive collective place,” wrote McDonough, “carbon is understanding of the benefits. a resource, and a tool.” The theory is gathering momentum as pioneering Scaling these solutions will require the businesses look to build a new right incentives for farmers since many economy based on carbon. of these techniques need investment. One such inducement could come Agriculture is a key source of carbon via carbon offsetting. Nori, a carbon- emissions but regenerative farming removal marketplace underpinned approaches could be one solution. by the blockchain, allows companies Carbon farming is an umbrella term for to buy verified carbon credits which a raft of practices—including growing are then passed on to farmers using trees, no-till agriculture or restoring land to sequester carbon. By using wetlands—that allow carbon to be blockchain Nori can verify that each pulled from the air and held in the soil, carbon credit is unique and give the slowing its release and nourishing the full value back to the farmers. Vulcanol production facility, Carbon Recycling International, Iceland

P. 90 Carbonomics Rethinking Materials

WHYNatsai Audrey Chieza,IT founder, Faber Futures biodesign lab MATTERS Other ideas for how we might rethink Iceland’s Carbon Recycling International carbon as a resource are proliferating, (CRI) has created a competing fuel The emissions crisis is driving a wave of innovation that treats carbon as an asset, helped in no small way by the $20 named Vulcanol. The company has now not a liability. Reframing carbon as a million NRG Cosia Carbon XPrize, signed a deal with Geely Automobile source of new products and profit could which challenges companies to convert and Zixin Industrial Co to open 30 help us tackle the climate challenge. CO2 into valuable products. The 10 plants in China that convert carbon finalists selected are now entering a dioxide to methanol by 2030. two-year pilot phase where they will test and measure the impact of their The diversity of potential solutions is innovations, which include bioplastics, driven by the need for collaborative greener concrete and carbon action to tackle emissions. Sebastian nanotubes. For example, from India, Peter, team leader of XPrize finalist finalist Breathe is deriving methanol Breathe and associate professor at the from emissions, negating the need for Jawaharlal Nehru Centre for Advanced fossil fuel extraction. Scientific Research in India, tells us that a single team cannot solve the Alternative fuels derived from carbon carbon problem. “It is a problem for all are another innovation seeing some of humankind,” he says. “If many teams commercial uptake. New Zealand- can work together that will make it an based LanzaTech opened its first easy process to get it done in a short commercial facility with Chinese amount of time.” partner Shougang Group, a steel and iron producer based in Hebei Province. The facility will convert emissions from a steel plant into ethanol that can be used in household products, petrol and even jet fuel.

P. 91 Human Sensor' by Kasia Molga 2016, courtesy Invisible Dust - photo credit: Nick Harrison Waste(d) Opportunity Rethinking Materials

WASTE(D) %

92WOULD THINK BETTER OF A COMPANY/BRAND THAT OPPORTUNITY USES ITS BY-PRODUCTS TO MAKE SOMETHING USEFUL, RATHER THAN SENDING By treating waste as a resource, brands ask THEM TO LANDFILL consumers to reflect on what trash is worth. Is it time to rethink rubbish?

A key principle of the circular production and sends it to a nearby and grocery stores to create a nutrient- economy is designing waste out of the facility where it is mixed with concrete rich, affordable animal feed for local production system. In our 2016 Future to create bricks that are used to build farms, and potentially reduce the 70% 100 report, we reported on By-product affordable housing. of US farm acreage that is devoted to Brands, companies who use their waste growing food for livestock.109 to drive innovative and profitable Challenging concepts of luxury and value sidelines.108 Since then, waste has is perfume brand Etat Libre d’Orange, Swedish design studio Malmö Upcycling taken on a whole new meaning—it’s which uses perfume industry waste Service transforms industrial waste into now a precious new resource, a source to create a scent called Les Fleurs du an aspirational line of homeware. The of profit, and even a currency. Déchet (literally translated, the flowers Odds & Ends collection repurposes brick, of rubbish, rendered in English as I Am glass, acrylic, stone and sheet metal US fashion brand Everlane has taken Trash). The perfume was developed in waste to create 11 decorative items, by-product branding to new heights, collaboration with Ogilvy Paris. including a mirror, coffee table and managing to convert a toxic waste candleholders. product into something practical. The Some companies are turning other company is noted for its sustainable people’s waste into a business opportunity. Underlining this notion that rubbish has Saitex factory, which currently recycles value, some pioneering concepts are 98% of its water. The factory extracts Austin-based startup GrubTubs even turning it into a currency of sorts. the toxic sludge taken from denim repurposes food waste from restaurants

Small vases made from the ends of laboratory glass and mirror cut-offs, Malmö Upcycling Service, Odds & Ends collection - photo credit: David Möller P. 92 Waste(d) Opportunity Rethinking Materials

In May 2018, the Ecover cleaning as currency. Individuals who gather products brand hosted the Rubbish waste can trade it for money, items or Café, a two-day pop-up in the heart services including school tuition. The Natsai Audrey Chieza, founder, of London. Visitors were encouraged plastic collected is recycled and sold WHY IT Faber Futures biodesign lab to bring in recyclable plastics in back to brands at a premium as Social exchange for dishes prepared by eco- PlasticTM. MATTERS chef Tom Hunt. “We wanted to show that as a society we treat rubbish as The Plastic Bank is not the only The age-old saying “One man’s trash is another valueless, but we actually put it back initiative that is turning waste into man’s treasure” couldn’t be more apt. Brands into the packaging stream and created a currency. At the Green School in could be throwing away opportunities to make a profit and have a positive impact if they don’t our 100% recycled washing-up liquid Bali, students enrolled in the Kul Kul begin to treat their waste as a valuable resource. bottles,” Ecover’s Charlotte Snelgrove Connection English program can pay tells JWT. “To us, it’s not valueless.” for their seat in class with 5kg of recyclable trash per semester. Over Others are following suit. More than two tons of trash have already been 15 cafés in Sydney’s Northern Beaches collected through the program. area joined the Rubbish4Coffee initiative this year, offering a cup of By imbuing trash with value, these coffee in exchange for a bucket of brands are constructing incentives rubbish. Skincare brand Haeckels, that should ensure that waste to based in Margate on the United landfill becomes a thing of the past. Kingdom’s Kent coast, gives a free product to customers who bring in a bag of local beach trash.

Some initiatives go further than mere awareness, helping those in poverty to build better lives. The Plastic Bank monetizes waste, paying above market rate for plastic collection in Haiti, the Philippines and Brazil. The organization also supports convenience stores in which plastic waste can be used

P. 93 Rubbish 4 Coffee, Australia Algae Power Rethinking Materials

ALGAE POWER The marine wonder crop algae is being used to create everything from eco-friendly sun cream to a sustainable ink and 3D-printed biopolymers. Its applications are diverse and seemingly endless. Here’s how algae are shaking up three industries: food, fuel and fashion.

ALGAE BITES Danish future-living lab Space10 put Nonbar, a nutrition bar that claims to pack Feeding a growing population could algae front and center on a “fast food in more algae than any other ready-to- mean radically rethinking our diet. of the future menu” devised early in eat alternative on the market. Available Packed with protein, vitamin A and 2018. The menu was conceived as a in the United States, United Kingdom and iron, and promising a host of health solution to the anticipated global food Ireland, VeganEgg is made using algal benefits, algae is shaping up as a crisis and consisted of five dishes, flour and scrambles just like a real egg. potential solution to our future food including a hot dog made from algae needs. It grows 10 times faster than and dried carrots. It’s not just the human diet that can land plants and requires less than benefit. Lisbon biotechnology company a tenth of the land to produce an Now algae are set to go mainstream on Buggypower’s experimental kitchen equivalent amount of biomass.110 While Western menus, as a crop of startups Alguimya is working on microalgae products algae have long been a staple of Asian pioneer new products. Californian startup for animals. Preliminary research from the diets, they are just taking off in many New Wave Foods has derived a shrimp University of California suggests that algae parts of the world. alternative that combines algae with have the added benefit of cutting methane other natural ingredients while Nonfood, emissions in dairy herds.111 also from California, has developed the

P. 94 Nonbar, Nonfood, USA Algae Power Rethinking Materials

FUTURE FUEL Meanwhile a Japanese company is Could algae also be a renewable hoping to bring an algae-derived energy solution? Venture capitalists jet fuel to market as early as 2020. and investors have been betting on Tokyo-based Euglena is building a its potential for years without much plant which will begin operating in return, but researchers are finally 2019 and has already signed a deal to making some headway. supply Oriental Air Bridge, a Japanese regional airline. Oil and gas giant Exxon Mobil has collaborated with Synthetic Genomics FASHIONED FROM ALGAE on a joint algae biofuel research Biomaterials firm AlgiKnit is hoping program since 2009. In 2017, they to revolutionize the fashion industry announced a key breakthrough, with its biopolymer yarns, crafted identifying the genetic pathway by from algae. The zero-waste fabric is which algae makes lipids, and have suitable for clothing and footwear, managed to increase its oil content and has already been used to create from 20% to 40%. The companies are a prototype trainer. Studio Tjeerd targeting production of 10,000 barrels Veenhoven’s AlgaeFabrics project of algae fuel per day by 2025. “If our is likewise developing yarns for the trajectory stays on track, there’s no textile and fashion industries. reason why we would not be able to scale up quickly,” Synthetic Genomics In 2017, shoe company Vivobarefoot CEO Oliver Fetzer told the Financial released the Ultra III Bloom trainers Times.112 made from algae taken from high- risk algae bloom waterways. Algal In the United Kingdom, the SeaGas blooms are vast accumulations of algae project is exploring the possibility of that release toxic chemicals which converting seaweed into biogas by can be harmful to both humans and anaerobic digestion. The technique animals. Each pair of shoes prevents shows great promise, provided the 40 balloons full of C02 being released process of seaweed farming itself into the atmosphere and helps to keep becomes more affordable and efficient. waterways clear. Material process, AlgiKnit, USA

P. 95 ALGAE POWER

WHY IT MATTERS The world’s growing food, fuel and material needs are driving a focus on algae, a versatile marine crop, as a host of industries look to capitalize on its properties.

P. 96 Ultra III Bloom shoes, Vivobarefoot, UK Fashion Cleans Up Rethinking Materials

To tackle their impact, some brands are FASHION now turning to innovative processes. In 2018 Dutch company G-Star Raw C LEANS UP launched “the world’s most sustainable jeans.” The jeans, which featured in the V&A’s Fashioned from Nature As consumers increasingly demand the facts behind exhibition, are made using a washing technique where 98% of the water the label, the fashion industry is facing up to a used in production can be recycled. Moreover, the innovative process cuts number of environmental and ethical challenges. the use of chemicals by 70%. The company has made the process open- source so others can adopt it. Frouke The fashion industry is beset by a cleanup and showing the way forward. United States, Israel and China. Bruinsma, the company’s corporate series of environmental issues relating Burberry’s decision to incinerate House of Lonali similarly uses offcuts responsibility director, told Wallpaper to its heavy use of water, chemicals, unsold inventory worth in $37 million and unused lines from manufacturers that demand for more sustainable plastics and synthetics. And even in July 2018 provoked uproar on social to create unique and stylish garments. fashion is coming from the ground up: after the Rana Plaza disaster in 2013, media, yet the issue of waste in fashion “If there’s something wrong with it, if “When we launched our first organic the industry still allows poor working is nothing new. “92 million tonnes of it’s stitched wrong, if it’s cut wrong, it cotton products, a decade ago, conditions. Despite this, there are textile waste is created by the industry ends up in landfill,” says director Anna they didn’t sell very well. Today, our signs that the industry is committed each year,” says Christina Dean, Carpenter. “There’s so much wasted, customers are asking for it, and asking to positive and lasting change. Elle founder and CEO of Hong Kong’s The and we’re not always aware of the for total transparency in our supply magazine devoted its September 2018 R Collective, adding, “It’s literally environmental impact.” Working with chain as well, which is amazing.”113 issue to sustainability, acknowledging putting environmental resources skilled artisans in Sri Lanka, House of the need for both reflection and down the drain.” Dean’s business is Lonali upcycles this unwanted fabric into As Bruinsma suggests, transparency action, while the Copenhagen Fashion addressing the problem by upcycling shoes, clothing and even notebooks. is fast becoming a must for fashion Summit, the world’s largest event on waste and offcuts into high-end brands and retailers. 79% of our sustainability in fashion, expanded to sustainable pieces. The R Collective Another key challenge is presented respondents confirm they would like two days for its 2018 edition and drew intercepts materials otherwise destined by the toxic chemicals and processes more information on the sustainability more than 1,000 attendees. A number for landfill, including luxury offcuts and used in fashion, allegedly the world’s credentials of the clothing brands of pioneering brands are leading the even used military uniforms from the second biggest industrial polluter. they buy.

P. 97 G-Star Elwood RFTPi Jean, G-Star RAW, Netherlands Fashion Cleans Up Rethinking Materials

At the Copenhagen Fashion Summit LanVy Nguyen, founder and managing in 2017, designer Martine Jarlgaard director of Fashion4Freedom, agrees. worked with Provenance, a blockchain “Human rights organizations and company. Their pilot scheme tagged NGOs keep saying, ‘How can we garments made from British alpaca force the fashion brands to change?’ with their full supply chain history; The question is not, ‘How can we scanning a QR code on the label force?’, the question is, ‘How can would even bring up a photo of the we come together and create a individual alpaca that was sheared different model for them to change for each item. Now Czech designer the industry?’ The fashion industry Martina Spetlova has become the is an ecosystem incorporating first in her field to permanently adopt agriculture, manufacturing, logistics the blockchain solution, with her and storefronts, and for it to be truly first tagged collection due to reach sustainable each part must work stores in October 2018. Spetlova together in a synergistic manner.” acknowledges that blockchain is easier for small brands like hers to adopt, telling Forbes, “It’s quite hard for big businesses to apply it unless they make some massive changes.”114

Sustainability is a growing focus for WHY IT fashion, yet many of these challenges, Natsai Audrey Chieza, founder, such as eliminating waste and recycling Faber Futures biodesign lab materials, are simply too big for MATTERS companies to tackle alone, according Pioneering fashion brands are to Global Fashion Agenda.115 The harnessing innovation to tackle organization is among the voices major sustainability challenges. calling for systemic change, involving Labels and retailers that fail collaboration with suppliers, consumers, to take action will soon lose NGOs and investors among others, to relevance, as shoppers demand achieve material and process innovation, greater transparency. and lasting and meaningful process.

P. 98 Detox Catwalk, Greenpeace 2015, Indonesia, featured in the V&A's Fashioned From Nature exhibition, 2018 Back To Nature Rethinking Materials

Jin chair by designer Jin Kuramoto and produced by Offecct BACK to NATURE www.offecct.com/product/jin-chair/, Sweden The natural world is the ultimate model for sustainability, using resources efficiently and wasting nothing. Now innovators are emulating nature’s circular model, creating products that feed rather than pollute the earth.

A wave of innovation in naturally viscose to create CrabyonTM, which is Australia’s first zero-waste bra, launched biodegradable materials is tackling being used in everything from athletic in May 2018 and is made from Tencel the issue of waste on another front: gear to bedding. The manufacturers liken fiber and sustainable tree rubber elastic. by turning it into something which its biodegrading capacity to that of fallen nurtures our planet. leaves, claiming it should decompose Plastic cutlery and straws have within two months of being buried. captured public imagination after CuanTec, a small Scottish startup, is images and videos emerged of their successfully using chitin, a natural Tea bags were traditionally the gardener’s devastating impact on marine wildlife. biopolymer derived from langoustine friend but, when green-fingered tea One video of the plight of a turtle shells, to create biodegradable, drinkers in the United Kingdom noticed struggling with a plastic straw in its compostable and antimicrobial food their PG Tips tea bags weren’t breaking nose has been viewed more than 32 packaging. The team now believe the down, it emerged that the bags million times.116 74% of our panel same process can be used to create contained a small amount of plastic. say they find disposable plastics off- a compostable alternative to beer The Unilever-owned brand pledged that putting, rising to 89% in China, where packaging and could even deliver the all tea bags would be compost-heap the Ele.me food delivery platform world’s first compostable milk bottle. ready by the end of 2018, having already has now introduced edible chopsticks made the switch in Canada, Poland and in wheat, green tea, and purple sweet Chitin is a versatile resource that is Indonesia. Along with tea bags, we may potato flavors. The chopsticks break suitable for sustainable fabrics too. also be finding lingerie in our compost down within a week of being discarded. Swiss textile specialist Swicofil has heaps in future. Designed to biodegrade blended its by-product chitosan with in your garden, the Very Good Bra,

P. 99 Back To Nature Rethinking Materials

While brands and retailers the world The back-to-nature trend also invites over line up to announce their renewed appreciation for well-loved bans on plastic straws, Loliware has traditional materials that are naturally introduced the world’s first edible, biodegradable. Japanese designer Jin hypercompostable and marine- Kuramoto won the best product in show degradable straws. The company at the Stockholm Furniture Fair for his also produces edible cups, made 100% biodegradable Jin chair made from seaweed, which are classified from flax. Kuramoto designed the chair as organic, so can be tossed in with for Swedish furniture brand Offecct and, "When we look food waste. Loliware has already while flax is more commonly used as a partnered with drinks giant Pernod soft material (for items such as clothing at what is truly Ricard, while Diageo has launched and tea bags), he used bioresin to flavored edible straws with selected solidify the structure, making the whole premix drinks. thing sturdy yet biodegradable. SUSTAINABLE, the only real model that has worked over long periods of time is the WHY IT Natsai Audrey Chieza, founder, MATTERSFaber Futures biodesign lab Natural WORLD.” Companies need to reconsider every element of their products and packaging, aiming to design out - Janine Benyus materials that are not biodegradable Cofounder, Biomimicry Institute117 wherever possible. Ride the wave of innovation in biodegradable materials and experiment with new ways of manufacturing, as, in the future, consumers may expect biodegradability and marine Hembury Chair with Feist Forest Samara Table, Solidwool, UK degradability as standard. P. 100 The Biofabrication Revolution Rethinking Materials

THE bioFABRICATION REVOLUTION The future will be grown. A new wave of designers are harnessing the power of living organisms to create revolutionary new sustainable materials.

Designers are exploring the “tapping into nature,” adding, “at Ecovative planters, ecovative.com, USA intersection between technology, the end of its life, the lampshade is biology and design to grow sustainable fully biodegradable, safely returning materials and processes that won’t to the Earth. So we’re not trying to harm the planet. troubleshoot on how to deal with the end product and it won’t end up as a New York-based biodesigner Danielle pollutant in a landfill.” Trofe has been exploring design with mycelium, derived from the root She recently added a grow-your-own structure of mushrooms. Mycelium mushroom lamp to her collection, is the largest living organism on the funded via a Kickstarter campaign planet—one fungus in Oregon was in partnership with Ecovative. Her found to measure 2.4 miles across.118 DIY products point to a future where Trofe blends it with upcycled waste we may be able to grow many of the materials to create a strong, growing items we need ourselves, eliminating material. Her Mush-Lume lighting packaging and shipping impacts. collection is just one product grown “It’s even more sustainable if we can from mycelium, alongside planters. teach people how to grow this in their Trofe describes her process as home,” says Trofe.

P. 101 The Biofabrication Revolution Rethinking Materials

Another pioneer innovating with making with life,” the lab aims to use the Mylo (Modern Organic Leather grown from Mycelium), Bolt Threads, USA mycelium is biotech firm Bolt Threads, knowledge and processes of nature in a which has created Mylo, a material scalable way for future biomanufacturers. barely distinguishable from leather, Chieza says her work is about reimagining made without animal hide. The systems to unlock a better future: “It’s company is renewing its collaboration about rethinking an entire paradigm of with Stella McCartney and the material how things are that helps to see what our was used for the company’s Falabella blind-spots are, potentially to introduce Prototype 1 bag. The two companies transformative innovation.” previously produced a dress made from artificial spider silk in 2017. Harnessing the living library of nature and its processes is revolutionizing the Zoa bioleather, created by US design process as well as delivering biofabrication company Modern Meadow, sustainability. “By growing objects, you also aims to replace leather but here the can come to a different design language company uses collagen produced by a which is much more efficient, accomplish gene-edited yeast. Andras Forgacs, the much more, and be much more beautiful CEO and cofounder of Modern Meadow, as well,” explains Tom Domen, global said during Business of Fashion’s Voices head of long-term innovation, Ecover & conference, “We don’t want Zoa to be Method—People Against Dirty. imitative. We want it to be innovative. We want it to take what is familiar and what we By tapping into nature’s design we can love about leather but to build on that— harness the power of billions of years WHY IT go beyond that.” 119 These new materials of evolution. aren’t meant to be approximations of old MATTERSNatsai Audrey Chieza, founder, ones—they are better. Faber Futures biodesign lab Biodesign and biomaterials

Natsai Audrey Chieza is eliminating are a perfect illustration of the harmful chemicals from the textiles power of reimagining processes dyeing process by using living bacteria and systems to unlock dynamic to dye fabrics at Faber Futures, her innovation. Over the next decade, biodesign has the newly launched biodesign lab. Led by potential to transform the the principle “learning from nature, everyday materials we use. Faber Futures, UK

P. 102 What It All Means Rethinking Materials

W HAT it ALL MEA NS

TIME TO STEP UP—Business has a critical role to play in the sustainability effort. Doing nothing is not an option. 1. Brands that don’t implement positive change risk irrelevance to consumers. WELCOME THE NEW MINDFUL CONSUMER—Sustainability is now a mainstream mindset so help consumers 2. make it a full-time lifestyle. 3. VALUES MATTER—Consumers want to know about your brand’s values and whether these chime with their own. CONVENIENCE IS KEY—Brands can play a part in encouraging sustainable behaviors by making them affordable, 4. accessible, habit-forming and, above all, convenient. BE TRANSPARENT—Let people make educated choices by giving them the full picture. Could you explore the 5. blockchain or even become a B Corporation? SUSTAINABILITY SELLS—In the right context, it positively differentiates and drives product and brand choice. 6. For many, it now trumps quality. But consumers may not always be willing to pay more for it. CONSISTENCY MATTERS—Ensure that negative stories do not counter sustainability initiatives elsewhere 7. in the business, or even the wider supply chain. TAKE SMALL STEPS BUT THINK BIG—Businesses won’t be transformed overnight, but each small step is 8. progress on the journey towards bigger goals NAVIGATE THE SUSTAINABILITY PARADOX—Sustainable consumer behavior is complex. It’s important to 9. recognize that it may not be appropriate for every brand, in every context, to communicate their credentials. SHARE YOUR STORY—People want to know what efforts you are making, so if it’s appropriate, share the good news. 10. If it’s honest and authentic, it won’t feel like greenwashing.

HeartParts, USA P. 103 When I Am Laid In Earth Mapping with a pyrograph, the melting away of the Lewis Glacier on Mt. Kenya. Simon Norfolk, Photographer

“These fire lines I have drawn indicate where the front of the rapidly disappearing Lewis Glacier was at various times in the recent past; the years are given in the titles. In the distance, a harvest moon lights the doomed glacier remnant; the gap between the fire and the ice represents the relentless melting. Relying on old maps and modern GPS surveys I have rendered a stratified history of the glacier's retreat. Photographing time‘s thickness, trying to expose it's ‘layeredness,’ is something I've been attempting in different settings and through different channels for the last dozen years.

It seems entirely appropriate to make these images here. Mount Kenya is the eroded stump of a long-dead, mega-volcano. Photographically, I hope to re-awaken its angry, magma heart. I used petroleum to make my fire lines because our use of hydrocarbons is to blame for the glacier's disappearance.

See it now before it's gone: get over there quick before Mount Kenya is just an unadorned rocky stump, robbed of it's innocent, frozen crown. Unless of course you feel that flying around the world injecting tonnes of hot CO2 into the troposphere in order to witness the melting of Africa's glaciers, is just a little too ironic.

This work was made in conjunction with

When I Am Laid In Earth by Simon Norfolk Project Pressure. www.project-pressure.org” http://www.simonnorfolk.com “ WE HAVE A CHOICE to “ make during our brief, brief visit to this BEAUTIFUL BLUE and GREEN LIVING PLANET: TO HURT IT or to HELP IT. For you, IT’S YOUR CALL.”

- Ray Anderson Former CEO, Interface, 1934-2011 ” Acknowledgements

Profound thanks to our fantastic experts who shaped our insights and trends with their valuable contributions.

• Afdhel Aziz, founder and chief purpose officer, Conspiracy of Love; co-author, Good is the New Cool: Market Like You • Sasibai Kimis, founder and CEO, Earth Heir, https://earthheir.com/ Give A Damn, https://www.afdhelaziz.com/ • Scott Phillippi, senior director for automotive maintenance and engineering for international operations, UPS, • Anna Carpenter, director, House of Lonali, https://www.lonali.com/ ups.com/sustainability • Anna-Marie Solowij, CEO and cofounder, BeautyMart, https://thisisbeautymart.com/ • Sebastian Peter, team leader, Breathe, Carbon XPrize finalist; associate professor at Jawaharlal Nehru Centre for • Antoine Diemert, programme director, The International Carbon Reduction and Offset Alliance https://www.icroa.org/ Advanced Scientific Research, http://breathesciences.com/ and http://www.jncasr.ac.in/sebastiancp/ • Charlotte Snelgrove, brand manager, Ecover & Method—People Against Dirty, • Simon Caspersen, cofounder and communications director, Space10, https://space10.io/ www.ecover.com and https://methodhome.com/ • Stuart Dainton, head of innovation, The Woodland Trust, https://www.woodlandtrust.org.uk/ • Christina Dean, founder and chair, Redress; founder and CEO, The R Collective • Susana de Carvalho, CEO, J. Walter Thompson Lisbon, https://www.jwt.com/en/portugal https://www.redress.com.hk/ and www.thercollective.com • Tamara Lim, founder, The Wally Shop, https://thewallyshop.co/ • Dan Botterill, CEO, Ditto Sustainability, http://www.dittosustainability.ai/ • Tom Domen, global head of long-term innovation, Ecover & Method—People Against Dirty, • Daniel Ford, sustainability strategist, Forum for the Future, https://www.forumforthefuture.org/ www.ecover.com and https://methodhome.com/ • Danielle Trofe, principal and head designer, Danielle Trofe Design, http://danielletrofe.com/ • Ed Dowding, CEO, Represent.me - CivTech, https://represent.me • Erik Ahlström, founder, Plogga, http://www.plogga.se • Harriet Spark, founder and designer, Grumpy Turtle Design, http://grumpyturtledesign.com/ • Hebh Jamal, teen activist • James Honeyborne, executive producer, Blue Planet II, https://www.jameshoneyborne.com/ Thanks also go to our fabulous JWT colleagues, • Jen Rusciano, cofounder and executive director, Detroit Food Academy, https://detroitfoodacademy.com/ who generously contributed their time and skills. • Joe Ziegler, student, University College London • Jay Brave, entrepreneur and vegan activist, http://jaybrave.com/ • Jonathan Maxwell, CEO of SDCL, http://www.sdcl-ib.com/ • LanVy Nguyen, founder and managing director, Fashion4Freedom, http://www.fashion4freedom.com/ Angela Morris Eddy Cheng Jacob James MayYee Chen • Laszlo Giricz, founder and CEO, Poseidon, www.poseidon.eco Antonia Collins Eleanor Tufnell James Whitehead Megan Van Someren • Matilda Ho, founder and managing director, Bits x Bites, http://www.bitsxbites.com/ Ben Clarke Emma Chiu Jeremy Koh Nayantara Dutta • Natsai Audrey Chieza, founder, Faber Futures, https://www.faberfutures.com/ Brona Kilkelly Emily Safian-Demers Kate Muir Ngen Yap • Sara Mendez, EU head of brand experience, Ecover & Method—People Against Dirty, Carly Barnes Gareth Price Kyle Hawkins Nick Tsolkas www.ecover.com and https://methodhome.com/ Doulla Theodorou Heather Field Lucie Greene Susana de Carvalho

P. 106 Notes

1 Marylyn Carrigan and Ahmad Attalla, “The myth of the ethical 20 “Earth’s sixth mass extinction event under way, scientists warn,” The 40 “Can beach cleans do more than clean up litter?” Phys.org, June 17, consumer—Do ethics matter in purchase behavior?” Journal of Guardian, July 10, 2017, https://bit.ly/2tAWr9H 2016, https://bit.ly/2MBWbSW Consumer Marketing, Vol 18, 2001, 560–577 21 “When conservationists combine strengths to overcome difficulties, 41 “Free the kids,” Dirt is Good, 2016, https://bit.ly/2mmttWF 2 Sæbjørnsen, Hege. 2018. Unbound panel discussion. nature wins,” Nature Needs Half, https://bit.ly/2PLUqjN 42 “Children want to spend more time outside in nature,” RSPB, September 3 “China’s Social Credit System puts its people under pressure to be 22 “Eye–opening tour of Solar Farm near Romsey,” Friends of the Earth, 27, 2017, https://bit.ly/2wtwREH model citizens,” The Conversation, January 23, 2018, https://bit. June 14, 2017, https://bit.ly/2MyLvEo 43 “Why veganism in the US has grown by 600% in the past 3 years,” ly/2EY17g6 23 “Patagonia CEO: This Is Why We're Suing President Trump,” Time, Collective Evolution, February 11, 2018, https://bit.ly/2MCPkIE 4 “Who is more powerful—states or corporations?” The Conversation, July December 6, 2017, https://ti.me/2AyJ8KB 44 “Inside Hong Kong’s growing appetite for veganism,” South China 10, 2018, https://bit.ly/2wk1H2d 24 Nature Represented, accessed August 28, 2018, https://bit.ly/2LwXqNG Morning Post, October 28, 2017, https://bit.ly/2PNeUcf 5 Anna Lappé, annalappe.com 25 “World Energy Outlook 2017,” International Energy Agency, 2017, 45 “Reducing food’s environmental impacts through producers and 6 Certified B Corporation, “A Global Community of Leaders,” accessed https://bit.ly/2z1WrUh consumers,” Science, June 1, 2018, https://bit.ly/2PO2zV0 August 28, 2018, https://bit.ly/2NqMlzH 26 “Carlsberg Aims To Produce Beer With Renewable Energy,” Just Means, 46 “How Tel Aviv became the vegan capital of the world,” The Independent, 7 “If Unilever Can’t Make Feel–Good Capitalism Work, Who Can?” September 9, 2017, https://bit.ly/2MDgnUj November 6, 2017, https://ind.pn/2qgVqRj Bloomberg Businessweek, https://bloom.bg/2vHxlUY 27 “Lost in Transmission,” Inside Energy, November 6, 2015, https://bit. 47 “In the land of milk and honey, Israelis turn vegan,” Reuters, July 21, 8 “The troubling evolution of corporate greenwashing,” The Guardian, ly/1RIBkVT 2015, https://reut.rs/2LwfIP3 August 20, 2016, https://bit.ly/2bbTeRk 28 “Why A Drop Of 4 Degrees Made A Big Difference For A Garment 48 “A big pawprint: the environmental impact of pet food,” The 9 Stacy Wood, Stefanie Robinson, and Morgan Poor, “The efficacy of green Maker's Bottom Line,” NPR, July 23, 2018, https://n.pr/2wlBxfp Conversation, March 16, 2017, https://bit.ly/2NrIfqZ package cues for mainstream versus niche brands: How mainstream 29 “7 Ethical streetwear brands for the woke hypebeast,” Fashionista, June 49 “If you want to save the world, veganism isn’t the answer,” The Guardian, green brands can suffer at the shelf,” Journal of Advertising Research, 27, 2018, https://bit.ly/2NaMgR0 August 25, 2018, https://bit.ly/2oc94El Vol 58, No 2, 2018 30 “Ink Made from Air Pollution,” Tiger Beer, https://bit.ly/2BUToza 50 “Greenpeace calls for decrease in meat and dairy production and 10 “Purpose After Polman: How the Poster Child for Purpose Paved the Way consumption for a healthier planet,” Greenpeace, March 5, 2018, https:// for Future Leadership,” Sustainable Brands, December 25, 2017, https:// 31 “How Trash Isles’ creators founded a country of rubbish to tackle a bit.ly/2HuHECB bit.ly/2wHXmGi global crisis,” Campaign, June 27, 2018, https://bit.ly/2lE4i1q 51 “The future of protein,” Forum for the Future, https://bit.ly/2Pdr4tw 11 “How to do business with doughnuts,” World Economic Forum, January 32 “How popular are solar panels in the UK?” GreenMatch, March 9, 2018, 25, 2018, https://bit.ly/2DFN0wo https://bit.ly/2pkRr5D 52 “Meat substitute market,” Allied Market Research, June 2018, https://bit. ly/1PV3NeF 12 “Interface CEO: We’re Going Green By Using Other People’s Waste,” 33 “Tesla deploys first 100 Powerwalls with solar for new virtual power plant Fortune, August 8, 2018, https://for.tn/2PIPVqn in Australia—already having an impact,” Electrek, July 16, 2018, https:// 53 “Bugs are coming soon to your dinner table,” Bloomberg, July 5, 2018, bit.ly/2JoV8z3 https://bloom.bg/2KBe572 13 “In the Future, People Like Me Will Go to Jail,” CNN Money, May 24, 1999, https://cnnmon.ie/2wxYfk6 34 “Study suggests exposure to trees, the sky and birdsong in cities 54 “Bugs are coming soon to your dinner table,” Bloomberg, July 5, 2018, beneficial for mental wellbeing,” King’s College London, January 10, https://bloom.bg/2KBe572 14 “Interface Reports Annual Progress Toward Mission Zero,” Interface, July 2018, https://bit.ly/2zYStfY 19, 2018, https://bit.ly/2NrpDY9 55 “The Illamasqua anti–fascism pledge,” Illamasqua, 2016, https://bit. 35 “Indoor Air Quality and Health,” International Journal of Environmental ly/2wu5slb 15 Hawken, Paul. The Ecology of Commerce, Revised Edition: A Declaration Research and Public Health, October 25, 2017, https://bit.ly/2LuE63K of Sustainability. (New York: Harper Business, 2013) 56 “Cameron Kasky, Jaclyn Corin, David Hogg, Emma Gonzalez and Alex 36 “The Japanese practice of ‘forest bathing’ is scientifically proven to Wind,” Time, April 2018, https://ti.me/2J51gwL 16 “Interface Moving from Net Zero to Climate Positive by Rethinking improve your health,” Quartz, October 12, 2016, https://bit.ly/2lTianc Factories as Forests,” Sustainable Brands, June 13, 2018, https://bit. 57 “Generation Z,” JWTIntelligence, May 15, 2018, https://bit.ly/2MVLkme ly/2MxtRkB 37 “Petal power: why is gardening so good for our mental health?” 58 “Xiuhtezcatl Martinez explains why he’s fighting climate change,” Teen Psychology Today, May 13, 2015, https://bit.ly/2NBO191 17 “Paul Polman: how I fended off a hostile takeover bid,” The Financial Vogue, April 30, 2018, https://bit.ly/2JE0CGH Times, December 3, 2017, https://on.ft.com/2wMYrNj 38 “The Well Economy,” JWTIntelligence, April 11, 2017, https://bit. 59 “Indonesia pledges $1bn a year to curb ocean waste,” The Guardian, ly/2ovUg56 18 “What She Makes,” Oxfam Australia, October 2017, https://bit. March 2, 2017, https://bit.ly/2mwCLBc ly/2KOvUQe 39 “Why exercising outside is the key to fitness: plus best outdoor classes 60 Kids Against Plastic, https://bit.ly/2wVIRib and activities,” The Telegraph, April 28, 2017, https://bit.ly/2wQp4TN 19 “Why We Do It,” Detroit Food Academy, https://bit.ly/2PM6HVI

P. 107 Notes

61 “With 250 babies born each minute, how many people can the Earth 81 “The world´s first climate-positive burgers to be launched,”Max Burgers, 102 “How scientists are bringing extinct animals back to life,” CBC, October sustain?” The Guardian, April 23, 2018, https://bit.ly/2qTVszo June 6, 2018, https://bit.ly/2PKhNKE 11, 2017, https://bit.ly/2Nq4ZYd

62 “Talking about overpopulation is still taboo. That has to change,” The 82 Alibaba sells $25B worth of stuff in 1 day,” CNET, November 12, 2017, 103 “We’ve Created Enough Plastic to Cover Argentina – and the Result Is Washington Post, June 18, 2018, https://wapo.st/2BTAqZW https://cnet.co/2yXQWpS Devastating,” The Wire, July 23, 2017, https://bit.ly/2MZZqmo

63 “‘It is a pretty nasty world’: why more Indians choose not to have kids,” 83 “Hundreds of thousands of tons of garbage left by “Singles Day” ringing 104 “More than 8.3 billion tons of plastics made: Most has now been Quartz India, July 30, 2018, https://bit.ly/2wjs742 green alarm,” Xinhuanet.com, November 16, 2017, https://bit.ly/2ojXbfW discarded,” Science Daily, July 19, 2017, https://bit.ly/2tiKMcX

64 “Overpopulated and underfed: countries near a breaking point,” The 84 “Interview: George Monbiot and the road to surfdom,” Surf Europe, July 105 “Kenya imposes world’s toughest law against plastic bags,” Reuters, New York Times, June 15, 2017, https://nyti.ms/2rGlYKn 13, 2018, https://bit.ly/2uCOKzZ August 28, 2017, https://reut.rs/2NtHbmx

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66 “Americans are having fewer babies. They told us why,” The New York 86 “Tom Dixon’s DELAKTIG: made with the power of many,” IKEA, February 107 “Carbon is not the enemy,” Nature, November 14, 2016, https:// Times, July 5, 2018, https://nyti.ms/2KLoGvD 6, 2018, https://bit.ly/2NTIRcd go.nature.com/2rZ9L3v

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P. 108 About Us

ABOUT US

ABOUT THE INNOVATION GROUP CONTACT

The Innovation Group is J. Walter Thompson’s futurism, research Marie Stafford and innovation unit. It charts emerging and future global trends, European Director, consumer change, and innovation patterns—translating these The Innovation Group, into insight for brands. It offers a suite of consultancy services, J. Walter Thompson including bespoke research, presentations, co-branded reports [email protected] and workshops. It is also active in innovation, partnering with brands to activate future trends within their framework and AUTHOR execute new products and concepts. Marie Stafford ABOUT J. WALTER THOMPSON INTELLIGENCE CO-AUTHORS The Innovation Group is part of J. Walter Thompson Intelligence, a platform for global research, innovation and data analytics at Sarah Tilley J. Walter Thompson Company, housing three key in-house practices: Ella Britton SONAR™, Analytics and the Innovation Group. SONAR™ is J. Walter Thompson’s research unit that develops and exploits REPORT CONTRIBUTORS new quantitative and qualitative research techniques to understand cultures, brands and consumer motivation around Elizabeth Cherian the world. Analytics focuses on the innovative application of data Lara Piris and technology to inform and inspire new marketing solutions. It offers a suite of bespoke analytics tools.

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