Evonik Magazine Magazine Evonik 2 EvonikSEIZING OPPORTUNITIES EARLIER Magazine2 | 2012 | 2012 Emerging Growth is evolution. 100 ideas from around the world 01_Evonik_02-12_EN 1 05.10.12 15:30 EDITORIAL 3 www.evonik.com The Power of Ideas The issue of growth is a matter of concern for us at all levels of the Group. It’s also a burning social issue throughout Europe and all over the world Dear readers, “Growth” is a buzzword that means different things to different people. Its ideological connotations have polarized the general discussion about growth and led to a division of society into advocates and opponents. This conflict can be seen in some of the articles in this issue, such as the interview with Dennis Meadows, who is probably the best-known critic of growth. Meadows coined the definitive term “the limits to growth.” PHOTOGRAPHY: BENNO KRAEHAHN PHOTOGRAPHY: Dr. Klaus Engel, CEO of Many opponents of growth doubt whether it is possible to structure the Evonik Industries AG production and consumption of goods, both of which are increasing all over the world, in an environmentally friendly way. This is a controversial issue, because it raises the question of who has the right to prescribe other people’s behavior. For example, the attempt to curb the Asian middle classes’ desire to drive cars, consume energy, and use land is being increas- ingly regarded as Western arrogance in the regions that are affected. We should not overlook the fact that the discussion of growth is now no longer limited to the old industrialized nations. On the contrary, it can help to set the course for a global population that is expected to grow from seven billion today to nine billion by 2050. This growing population will enrich the global agenda by adding themes we can’t even imagine today. One approach will certainly not work: the steady projection of the current state of affairs into the future—whether it’s the negative prognosis of Dennis Meadows or positive forecasts that tend to overestimate We make plants grow in the effects of the sustainable technologies we have already developed. the desert so that deserts Ultimately we always end up with issues of belief. But there’s one don’t grow any bigger. thing we can be sure of: Human inventiveness has always been able to find solutions for urgent problems—new solutions that no one had thought of before. Why should this be any different in the future? "XJOOFSGPSUIFFOWJSPONFOU PVSTVQFSBCTPSCFOU I hope you’ll find inspiration in this issue of Evonik Magazine. 450$,0403#® GPSJOTUBODF IFMQTXJUISFGPSFTUBUJPO JO.PSPDDP*UJODSFBTFTUIFTVSWJWBMSBUFTPGTBQMJOHT CZVQUPQFSDFOU UIVTIBMUJOHEFTFSUJGJDBUJPO 5IF&VSPQFBO$IFNJDBM*OEVTUSZ$PVODJMIPOPSFEUIJT JOOPWBUJWFTPMVUJPOXJUIJUT3FTQPOTJCMF$BSF"XBSE Evonik Magazine 2 | 2012 02_Evonik_02-12_EN 2 05.10.12 15:07 03_Evonik_02-12_EN 3 05.10.12 15:31 4 CONTENTS CONTENTS 5 Mind Map on growth starts on page 16 EDITORIAL 42 Growth from Zero Authors in this issue: 3 The Power of Ideas Creativity is the cheapest and best The issue of growth is a matter of concern for us raw material. It puts companies and Christine Mattauch, at all levels of the Group. It’s also a burning countries on the road to success New York, reports on social issue throughout Europe and all over the world the comeback of the 47 Flying Luxury Class US auto industry with China’s aviation industry is booming INFORMING “green” models 6 Above and Beyond 48 E-shopping via Hand Carts Klaus Jopp, Internet shopping is booming in India—ever since Three minutes with… Chemist Dr. Paul Mahaffy, who Hamburg, reports on his providers adjusted their systems to local conditions headed the development of the Mars laboratory SAM visit to a mobile chemistry Culture: Personal growth. What art and culture have to 51 The Next Einstein… plant and shows how flex- say about growth ible the Evotrainer can be World map: …and yet it’s still growing! Where …will be African. New universities are promoting business and prosperity are making the most progress up-and-coming young mathematicians and scientists Marcus Bensmann, Almaty, analyzes the GROWTH 52 A Traveling Chemical Factory Customized mini-laboratories are decentralizing the economic boom in 10 Growth Requires Acceptance production of chemicals on the customers’ premises the steppe landscape A discussion with contributions by Dr. Klaus Engel, of Kazakhstan CEO of Evonik Industries (Essen); Dr. Fred Luks, GLOBAL sustainability manager at Bank Austria (Vienna); Stefan Mauer, Prof. Karl-Heinz Paqué, professor of international 57 Where the World Is Growing Mumbai, explains how economics (Magdeburg); Prof. Niko Paech, South Africa: Evonik is supplying Africa with Plexiglas tradition and modernity adjunct professor of production and environment from this booming economy on the Cape are shaping the (Oldenburg); and Cardinal Reinhard Marx, China I: Lightweight construction materials from course of growth in India Archbishop of Munich and Freisingen Evonik are contributing to the boom in electric cars Jakob Vicari, 16 Mind Map and Who’s Who China II: Sven Augustin from the Automotive Industry Team comments on China’s role in electric mobility Hamburg, investigates More money, greater prosperity, a better quality what creativity, the of life—theories, dreams, and facts about economic Canada: How the Corporate Venturing unit at Evonik world’s cheapest raw growth. An overview of this issue’s main theme helps young high-tech companies material, can achieve 22 The Return of the Doomsayer Russia: Boosting efficiency in the Russian livestock Christian Tröster, Prof. Dennis Meadows’ global bestseller The Limits industry through the use of Biolys Hamburg, presents five to Growth was published 40 years ago. What kind of USA: Expanding Biolys production in Nebraska, products that have be- impact is his approach still having today? one of the major corn-producing regions come global bestsellers 28 Comeback in Green Brazil: Evonik is building a Biolys production plant in within five years cooperation with the US feed producer Cargill The US auto industry is on the road to recovery from the recent crisis and is presenting a broad range Tom Schimmeck, of fuel-saving models LIVING Küsten, looks at 62 On the Trail of the Hippo the mystery of how nature regulates 32 The Boom Years Tom Schimmeck on the riddle of how nature regulates biological growth Oil and rare earth metals have made Kazakhstan rich. biological growth Now the challenge is to safeguard the country’s future A jungle of cables in India’s capital, New Delhi prosperity Dr. Brigitte Röthlein, FINDING There is hardly another region in the world that is growing as dramatically as the Indian subcontinent. India is rushing into the Internet Munich, explains the on- age with giant steps. Online shopping, software development, and call center services for customers all over the world are booming. 37 How Products Create Markets 63 At a Glance going influence of Dennis However, the success of these glittering high-tech industries is hanging on fragile cables. The country’s infrastructure is old and overburdened. Coffee capsules, LED lamps, electric bikes, apps, The product finder makes it possible to locate Meadows, the author Last summer, three regional power grids in India failed and over 600 million people had to cope with temporary blackouts and NFC cards have become global success stories Evonik Industries products in this issue of The Limits to Growth You can also fi nd MASTHEAD Publisher: Office Manager: Editor in Chief: Art Direction: Documentation: Publisher and address: Printing: Neef+Stumme Questions about Biolys®, PLEXIGLAS®; Evonik Industries AG Stefan Haver Urs Schnabel (responsible for Wolf Dammann Kerstin Weber/ Hoffmann und Campe premium printing, Wittingen Evonik Magazine: Rent-a-Plant®, ROHACELL®, and this issue of Evonik Christian Kullmann editorial content) Kontor Korrekt Verlag GmbH, Telephone VESTAMIN® are registered trade- Consulting and Concept: Design: Copyright: © 2012 by Rellinghauser Straße 1–11 a company of the +49 40 68879-139 marks of Evonik Industries AG Magazine online at Manfred Bissinger Final Editing: Teresa Nunes (Head), Translation: Evonik Industries AG, Essen. 45128 Essen GANSKE VERLAGSGRUPPE Fax or one of its subsidiaries. They are Michael Hopp (Head), Anja Giese/Redaktion 4 TransForm, Cologne Reprinting only with the per- indicated in capital letters through- www.evonik.com and Germany Harvestehuder Weg 42 +49 40 68879-199 Christiane Oppermann mission of the publisher. The out the text. Picture Desk: 20149 Hamburg e-mail content does not necessar- as an iPad app Managing Editor: Ulrich Thiessen, Germany [email protected] ily reflect the opinion of the Stefan M. Glowa Beatrice Linnenbrügger e-mail [email protected] in the App Store publisher. COVER PICTURE: ANDREJ BAROV, NASA PHOTOGRAPHY: BLOOMBERG VIA GETTY IMAGES, PRIVATE (8) Evonik Magazine 2 | 2012 Evonik Magazine 2 | 2012 04_Evonik_02-12_EN 4 05.10.12 15:31 05_Evonik_02-12_EN 5 05.10.12 15:31 6 INFORMING INFORMING 7 Research Evonik in figures Culture Chemist Dr. Paul Mahaffy headed the development A Chemistry Lab on Mars €48 million was invested by Personal Growth of the SAM Evonik in environmental protection The Curiosity rover analyzes soil samples on Mars in 2011. The Group’s energy-re- Business on stage: Artists came together in Bayreuth, Zurich, and lated greenhouse gas emissions fell Hamburg to fi nd answers to some of the world’s pressing economic issues The third automated rover landed safely on the surface of Mars on August 6 at by 17 percent compared to 2004. 1:32 a.m. Eastern Daylight Time (7:32 a.m. Central European Time). The rover, which is named Curiosity, is controlled from NASA’s Space Flight Center on the 24,000 patents were held East Coast of the USA. At $2.5 billion, Curiosity is the most expensive mission by Evonik in 2011.