Windmade: One Year On

RADAR WindMade: one year on In the early part of 2011, we wrote about a new global branding initiative for the industry that was set to “change how the world consumes energy, one product at a time.” It was a lofty claim, for sure, but has WindMade begun to deliver on its ambition? Or even started to make a difference? PES investigates. You’ll have perhaps seen the branding at Group Senior Vice President of honour of being the first ever event to have various events in the past year, and maybe Communications and Marketing in Vestas, the WindMade label. read about the initiative in the press, but the Morten Albaek is recognised in the book for “EWEA is proud to be the organiser of the non-profit-making consortium’s worthy his efforts alongside other global leaders world’s first WindMade event – run 100 per mission is to encourage global corporations within sustainability such as Ban Ki Moon, cent on wind power,” said EWEA CEO to make their products using eco-friendly Al Gore, Bill Gates and Mohammad Yunus. Christian Kjaer back in April. “EWEA strives renewable wind energy. The new eco-label In the book John Elkington, one of the to make its events sustainable, and to will identify wind-produced products and world’s leading experts within promote wind energy not only through bring the actions of socially-responsible sustainability, writes about the initiatives political lobbying but also by making direct corporations to motivated consumers, he believes will have the greatest impact in use of wind power. EWEA is convinced that thereby also helping to raise the profile of the creating a 100 per cent sustainable future WindMade will drive investment into this world’s renewables industry. both socially, economically and technology, and we encourage other Or, to put it simply, it’s a consumer branding environmentally. WindMade is among the organizations and events to follow our lead in exercise similar in approach to the enviably initiatives selected. becoming WindMade.” successful FairTrade initiative. “We are incredibly proud that John Elkington “Many conference organisers are already As Steve Sawyer, Secretary General of in his book appoints WindMade as one of the making efforts to ‘green’ their events, and GWEC and interim CEO of WindMade, said: 50 most ground-breaking and innovative WindMade can provide them with a tool for “The WindMade initiative is a direct response initiatives to create a more sustainable having their commitment to renewable power to increasing consumer demand for society. It is recognition that WindMade is an certified by a credible label,” said WindMade sustainable products. Governments are initiative that can make a real difference in CEO Henrik Kuffner. dragging their feet but consumers want to creating a society that is driven by a more In order to receive the WindMade label, see change now. The private sector needs to sustainable energy supply,” said Morten events have to get 100 per cent of their step up to provide the solutions we need to Albaek. electricity footprint from renewable forms of respond to the global energy and climate “WindMade is the first initiative of its kind in energy. In this case, for the EWEA crises. With WindMade, we want to facilitate the world, and since it was launched, we conference, the EWEA had to go through a the change that the public demands.” have had no doubt that it would make a real six-month-long event preparation at its The founding partners are The Global Wind difference. We know that two thirds of the headquarters. EWEA also had to make sure Energy Council (GWEC), World Wildlife Fund, world’s consumers are willing to pay more for to get wind energy for use at the Bella (WWF) the LEGO Group, the UN Global products that are labelled with the Center, where the conference was being Compact, Vestas Wind Systems, WindMade consumer label. Until now, almost held, and where wind electricity is being PricewaterhouseCoopers and Bloomberg. 50 companies in 16 countries are members used at the dinner and reception events. They’re all huge names indeed, but do they of the WindMade organization – including The WindMade standard came after overshadow the initiative? Deutsche Bank AG, Lego A/S and Motorola increasing demand from conference Mobility Inc. Within the next year, we expect Well, perhaps not, according to a new book organisers who wanted to strengthen their that number will be multiplied several times.” titled The Zeronauts, which highlights the commitment to wind power and the idea ad exercise as one of the world’s 50 most It seems that Albeak has a point. This year’s implementation of the WindMade label for ground-breaking and innovative green European Wind Energy Association (EWEA) consumer products. Under the standard, any initiatives. The man behind WindMade, 2012 Conference and Exhibitions had the event, ranging from a small conference to a 112 PES Wind: Europe major sporting event, can work toward receiving the label. However, despite the program, it only addresses energy use at the conference. Organisers are suggesting attendees also offset other potential carbon intensive activities, including transportation. Similarly, WindMade was the official Sustainability Partner of the UN Global Compact’s Rio+20 Corporate Sustainability Forum, which was held in Rio de Janeiro just ahead of the UN Conference on Sustainable Development – Rio+20 (20-22 June 2012). First WindMade company Crucially, in May this year, Danish hearing aid manufacturer Widex became the first company in the world to receive the label. The label, which is backed by the UN Global Compact, requires participating companies to obtain at least 25 per cent of their electricity from wind power. A wind turbine at Widex’ new global headquarters in Denmark covers 95 per cent of its energy needs, including production, thereby greatly exceeding the basic requirements for joining the WindMade programme. “Being a high tech company, we have an uncompromising approach to innovation and we always strive to find the best solution. By completely eliminating the use of fossil fuels, we believe that we have created the best possible foundation for the future – both for our company and for society,” says Richard Tøpholm, Manager at Widex and member of the Board. In response, Henrik Kuffner, CEO of WindMade said: “We congratulate Widex for becoming the first ever WindMade certified company. By committing to renewable energy and using the WindMade label, Widex has set a great example that will inspire companies and consumers all over the world”. Other major companies have expressed their commitment to the initiative and will be certified in the coming months, including Becton Dickinson, Motorola, Deutsche Bank and PricewaterhouseCoopers Denmark. A bright future So it seems that after a slow start, things are really moving now for WindMade. Corporations are signing-up, and when you consider the size and might of the companies involved, it’s easy to foresee gathering momentum further down the supply chain. It seems only fitting, then, HUSUM WindEnergy 2012 has recently been granted the label. As the leading international wind industry trade fair, HUSUM WindEnergy 2012 not only affirms its leading role in the international exchange of ideas and experiences in the wind industry, but also its leading role in supporting the direct use of wind power. As a platform for the international exchange of ideas and experiences in the wind industry, HUSUM WindEnergy plays a major role in the constant increase of wind power across the world. And given that this year’s exhibition is hosting 1,200 exhibitors and 36,000 trade visitors from around 90 countries, this latest step is perhaps the most significant step forward for WindMade yet. Watch this space. www.windmade.org .

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