03 lcm training kit english partiii

8/13/2019 03 LCM Training Kit English PartIII

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L ife Cycle M anagementa Business Guide to Sustainability

Training Session 3 of 4 November 2006


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Life Cycle ManagementTraining - Outline Introduction to LCM

First session

How LCM is used in Practice Second Session

Communicating LCM Results This Session!

LCM and StakeholderExpectations Fourth Session


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Introduction to LCM

First session

Learning Objective: Understand the theoretical basis of life cyclemanagement & its history

08.00-08.30 What is a life-cycle? Impacts & value createdalong the life cycle of a product or service

DefinitionsHistoryUse

08.30-08.40 Why LCM is needed in business and in

government?Drivers

08.40-09.15 What does LCM encompass?What are the unique aspects of LCM?

09.15-10.00 Group exercise

10.00-10.30 Break for coffee & refreshments

done


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How LCM is used in Practice Previous Session

Learning Objective: Understand the practical aspects ofLCM in policy development & business operations, throughdiscussions of how to integrate it into decision making &through case examples

10.30-10.45 Life cycle managementDefinition & Benefits

10.45-11.00 LCM involves Learning from a range of examples

11.00-12.00 A process for implementing LCMPlan Do Check Adjust

A focus on designFurther examples to illustrate


12.30-13.30 Break for lunch

done


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Communicating LCM Results This Session!

Learning Objective: Provide a good understanding ofcommunication tools and strategies. Why and how they canbe valuable to business?

08.00-08.15 Why communicating LCM? To whom?Definition and scope, drivers, targetgroups of communication

08.15-09.00 Communication toolboxMain features and link with LCMExamples and diffusion of tools

09.00-09.45 Case-studiesSector-specific driversCommunication strategiesCombination of tools


10.00-10.30 Break for coffee & refreshments


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Learning Objective: Understand how to identifystakeholders, as well as their priorities & concerns

10.30-10.35 Why Engage Stakeholders?

10.35-10.45 Identifying StakeholdersPotential Stakeholders

Ask the right peopleRanking

10.45-11.00 Importance of Including StakeholdersRisk AvoidanceOpportunity Creation

11.00-11.45 Case example


12.30-13.30 Break for lunch


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1. Definition and scope and section goals

2. Overview of LCM Communication toolbox Main features andlink with LCM

3. Which communication tools used in practice? Examples anddiffusion

4. Case-studies

Sector-specific requirements Leading companies with communication strategies

5. What comes next? Recent trends and outlook

Contents


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Definition and Scope &Section Goals


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Definition of Communication within the present training kit:

Any manner of information sharing with stakeholders,generally through one-way, non-iterative processes , e.g.Corporate Sustainability Reporting or product eco-labeling

Definition


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Consumer demands Information request from business clients (e.g in the supply chain) External pressure from society stakeholders (e.g. NGOs) and civil

society Increasing attention from financial stakeholders Green Public Procurement programs of public administrations Requirements from policy-makers (e.g. WEEE and RoHS European

Directives)

Drivers Why communicating LCM?


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Competitive advantage in emerging or new green markets Final consumers Business clients Public administrations

Better image Consumers and clients Financial stakeholders NGOs and civil society Legislators

Influence regulations and pre-normative processes

Opportunities / Target audiences


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External stakeholders Final consumers Business clients Financial stakeholders Public administrators and policy makers

Civil society and society stakeholders Suppliers

Internal stakeholders

Shareholders Employees and management

Target groups of communication


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Provide good understanding of:

Communication tools and strategies

Why and how can be they valuable to business?

Section Goals


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Which communication tools used in practice by industry andbusiness?

Distinguish communication tools vs. target stakeholders What is used to communicate with whom?

Why and how communication valuable to business? Relevance and diffusion of communication tools Case-studies of companies with comprehensive communication

strategies

Sector-specific drivers and communication needs

Main questions/topics


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Overview of LCM Communication ToolboxMain Features and Link with LCM


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FIRM & ORGANIZATION LEVEL(F&O) Environmental reports EHS reports Social reports

Sustainability reports CSR - Corporate Social

Responsibility Company Codes Manuals of Conduct

Audits Supplier evaluation systems

PRODUCT-RELATED (P-R) Eco-labels Environmental claims Environmental product

declarations

Product EnvironmentalPerformance Indicators Product Profiles Eco-efficiency analysis Prod. Information Schemes

GPP guidelines

Advertising, Information brochures & campaigns, websites

F&O P-R

Communication Toolbox


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External stakeholders Final consumers Business clients Public administrators and

policy makers

Financial stakeholders Other society stakeholders Suppliers

Internal stakeholders Employees and management Shareholders

F&OExt

Int

P-R

Int

Ext

Which tool to communicate to whom?


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F&O

Reporting - From Environmental Reporting toCorporate Social Responsibility (CSR)Reporting - From Environmental Reporting toCorporate Social Responsibility (CSR)

Global report output by type since 1992 .


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Many different approaches

Several guidelines (e.g GRI Global Reporting Initiative)

Difficult classification, because

Voluntary instruments Different and heterogeneous industry sectors

Life Cycle Thinking (LCT) and Life Cycle Management (LCM) n o t

always taken into account / reported

F&O

Reporting Contents & LCM

C d f C d & S li S i


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Set of requirements on Ethical Social Health & Safety Environmental aspects

To be fulfilled internally in the company

Often extended to suppliers

Good tool to interact with SMEs

Link with LCM intrinsic in Corporate Social Responsibility Extended Producer Responsibility Involvement of Suppliers

F&O

Codes of Conduct & Supplier Screening

P d l d i i l


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Wide range of Environmental Product InformationSchemes (EPIS)

Main classification according to verification: First party verification Third party verification/certification

Coded by ISO norms 1402x

P-R

Product-related communication tools

E i l P d I f i S h


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14020 ISO norms

Environmentalclaims and

declarations

Type-IISO 14024(1999)

Environmental labels(e.g. EU-Flower, Blue Engel,White Swan )

Type-IIISO 14021(1999)

Self-declared environmentalclaims

Type-IIIISO 14025

(2006)

Environmental declarations(e.g. EPD , Eco-leaf )

P-R

Environmental Product Information Schemes(EPIS) - Reference norms

ISO I l b l


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Indicate the overall environmental preferability of a product within aparticular product category

Qualitative, concise information Allows consumers to take quick purchasing decisions

Main features/characteristics: Voluntary instrument Multiple criteria Life cycle approach Third-party independent verification (national bodies)

LCT - Life Cycle Thinking (but not necessarily LCA) explicitlyused to set the criteria (multiple indicators)

P-R

ISO-type I ecolabels

ISO t II i t l l i


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Definition (ISO 14021): self-declared environmental claims made by manufacturers, importers,distributors, retailers, or anyone else likely to benefit from such a claimwithout independent third- party certification

Several forms of communication:

Statements, symbols or graphics on product or package labels, or inproduct literature, technical bulletins, advertising, publicity,telemarketing, internet

Main advantage for firms: flexibility

P-R

ISO-type II environmental claims

ISO t II i t l l i


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Main features/characteristics: Voluntary instrument Generally single criteria First-party self-declaration

Relationship with product life cycle and LCM is implicit,generally weak

P-R

ISO-type II environmental claims

ISO t III i t l d l ti


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Definition (ISO 14025): Quantified environmental data for a product, with pre-determinedparameters, based on the ISO 14040 series of standards, which may besupplemented by other qualitative and quantitative information

Environmental Product Declarations (EPD)

P-R

ISO-type III environmental declarations

ISO t III d l ti


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Environmental Product Declarations (EPD) - Mainfeatures/characteristics: Voluntary instrument Multiple environmental impact indicators (from LCA) No threshold criteria / minimum levels to be met

Allows comparability of products Third-party verified

Product Category Rules (PCR) Defines all rules for LCA study and EPD format for the specific product

category Open stakeholder consultation process

Relationship with product life cycle is explicit,strictly based on underlying LCA study

P-R

ISO-type III declarations

Communication Toolbox and LCM


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Communication tool Link with LCM

Reporting VariableLCT and LCM not always taken intoaccount / reported

F&O

Codes of Conduct and SupplierScreening Systems

Intrinsic in:- Corporate Social Responsibility- Extended Producer Responsibility- Involvement of Suppliers

ISO-type I ecolabels LCT (but not necessarily LCA)explicitly used to set the criteria(multiple indicators)

ISO-type II environmental claims Relationship with product life cycleand LCM is implicit, generally weak

ISO-type III environmentaldeclarations

Explicit relationship with product lifecycle, strictly based on underlyingLCA study

P-R

Other assessment and certificationtools

Variable

Communication Toolbox and LCM

Which communication tools are used by industry


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Which communication tools are used by industryand business in practice?Examples and Diffusion



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External stakeholders Final consumers Business clients Public administrators and

policy makers

Financial stakeholders Other society stakeholders Suppliers

Internal stakeholders

Employees and management Shareholders

F&OExt

Int

P-R

Int

Ext


Importance and impacts of communication


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Very difficult to measure impacts of LCM communication Direct impacts (e.g. increase of market share) Indirect impacts (image, other factors, etc.)

An indirect indicator for the importance of the differentcommunication tools is the degree of its diffusion , e.g. Number of labelled products Amount of sales

Importance and impacts of communication

Observed trends


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ISO-type I labels are still the most widely used communication toolto final consumers

However, important limitations of eco-labels other communication tools are increasing awareness and fosteringbetter use of products

Simplification of complex life-cycle information into ISO-type IIclaims, however some credibility issues

ISO-type III declarations for B2B increasing but still limiteddiffusion

Combination of tools and reporting for various stakeholders

Observed trends

Examples and diffusion of communication tools


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Communication to:

I. Final consumersII. Business clientsIII. Public Administrations

IV. Various stakeholdersV. SuppliersVI. Internal communication

Examples and diffusion of communication toolsin function of target group

I 1 Final consumers ISO type I labels


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Diffusion of ISO-type I labels as of Oct. 2006

Source: Frankl et al (2006)

I.1 - Final consumers - ISO-type I labels

Country (Status) Year ofestablishment

Product groups Firms Products

Japan (October 2006) 1989 47 2107 5152

South Korea (June 2006) 1992 7 (groups) 103 (categories) 1001 4100

Germany (State July 2006) 1978 89 529 3,650

Nordic Countries (2006) 1989 61 680 n.a.

EU (October 2005) 1992 24 309 n.a.

The Netherlands (Milieukeur,

October 2006) 1992 69 257 360

Catalonia (DGQA) 1994 26 171 895

Austria 1991 49 n.a. n.a.

France 1992 19 n.a. n.a.

Spain (AENOR) 1994 11 52 275

Sweden (Falcon) (October 06) 1992 11 n.a. n.a.

China (2005) 1993 56 n.a. n.a.

India (October 2006) 1991 16 n.a n.a

Brazil (ABNT Qualidade

Ambiental) 1993 10 (under development) n.a. n.a.

I 1 - Final consumers - ISO-type I labels


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Example of diffusion: Evolution of sales of EU-Flower labelled products

Source: http://ec.europa.eu/environment/ecolabel/marketing/statistics_en.htm

I.1 - Final consumers - ISO-type I labels

I 2 - Final consumers ISO -type I like labels


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ISO -type I like labels and certifications, e.g.

FSC Forest Stewardship Council 4945 Chain of Custody certificates in 73 countries

as of Sep. 2006 854 Forest management/COC certificate in 74 countries

www.fsc.org

PEFC Pan European Forest Certification

Blue Flag www.blueflag.org/blueflag

Eco-Tex standard Thousands of awards www.oeko-tex.com

I.2 - Final consumers ISO -type I like labels

I 3 - Final consumers ISO-type II claims


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Examples: UKCRA The United Kingdom

Cartridge Recyclers Association (UK)

NAPM The National Association of PaperMerchants (UK)

Ecological Woodparticleboard (Italy)

DIGODREAM- 100%recyclable textile floorcovering (Italy )

I.3 - Final consumers ISO-type II claims

I 3 - Final consumers ISO-type II claims


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I.3 Final consumers ISO type II claims

I 4 - Final consumers Advertising


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Example: Fujitsu develops ISO-type III declarations and

advertises it in newspapers

Environmental Impact

Extraction

Design and manufacturingTransportation

UseDisposal/Recycling

Transportation

Transportation

Environmental impact data through product life cycle is captured quantitatively.

Adver t i s ing of Fu j i t su Co . In newspape r s

In June 2004, Fujitsu Co. took out a full- page advertising in major newspapers,including the Nikkei Shimbun, the most

popular business newspaper in Japan. Inthe ad, an engineer points out that, thereare widely many environmentally conscious

products in the market. But most of themare not proved with objective datacomprehensively. Even if a product is calledan energy-saving product during the usestage, it might consume numerous amountof energy during the production stage whileconsumers/purchasers are not informed.Such a product should not be claimed asenvironmental conscious product. In order

I.4 Final consumers Advertising

I 5 - Final consumers Information campaigns


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Example: AISEWashright Campaignfosters better use ofdetergent products

I.5 Final consumers Information campaigns

II 1 - Business clients


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National EPD Programmes: Sweden (107 declarations as Oct 2006, companies of

several countries participating) Japan (210 decl as Oct 2006) South Korea (96 EDP as Oct 2006)

Norway (96 declarations)

Many sector-specific EPD programmes Particularly in the construction and building sector IT sector Automotive sector

II.1 Business clientsISO-type III declarations

II.1 - Business clients


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Examples: Japanese Eco-leaf and German AUB EPD

II.1 Business clientsISO-type III declarations


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II.4 - Business clients


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Example: BASFEco-efficiency analysiscombined with improved ISO -type II claim (3 rd party criticalreviewed)

II.4 Business clientsEco-efficiency + ISO-type II

II.5 - All clients


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Qualitative Claim Visual Self-claim

II.5 - All clients ddd

Example: DOW BUILDING MATERIALS

[Source: T.Smith 2005]

II.5 All clients Advertising (ISO-type II)

III.1 Public Administrations


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Green purchasing guidelines in

Denmark Currently for 50 product groups Guideline typically 4-pages doc Checklist for more insight

GPP Guidelines

III.2 Public Administrations


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Combination of tools used by Japanese companies

to provide life cycle information to public stakeholders for greenpublic procurement

[Source: Resource: Japanese Ministry of Environment, 2003 Report of Green procurement]

Local authorities Total Eco-Mark(ISO-I)

Energy star FSC Eco-Leaf(ISO-III)

56 55 52 7 4prefecture

100% 98.2% 92.9% 12.5% 7.1%449 441 247 11 20municipality -ward & city

100% 98.2% 55.0% 2.4% 4.5%

917 846 161 5 39town & village in the prefecture

100% 92.3% 17.6% 0.5% 4.3%

1422 1342 460 23 63Total100% 94.4% 32.3% 1.6% 4.4%

Combination of tools

IV.1 Various stakeholders

IV.1 Various stakeholders


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[Source: J&J sustainability report 2003]

Avoided life cycle costs atJohnson&Johnson

Sustainability reportingSustainability reporting

CO C OIV.1 Various stakeholders


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ECOBIL NCIO I T L I

Henkel : 1992 first corporate Environmental Report

Since 2000 Sustainability Report

Procter&Gamble : 1993 first corporate Environmental Report

Since 1999 Sustainability Report

Unilever : 2000 first corporate Environmental Report

Since 2001 Environmental Report + Social Report

Johnson&Johnson : Since 2000 Corporate Sustainability Report

Sustainability reporting

IV.1 Sustainability reports & Life Cycle


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ASPECTS Reported instruments Henkel J&J P&G Unilever

Quality ISO9000 N.a. N.a. N.a.

Environment

ISO14000 Since 2003 allbusiness unitsSince 2003 allbusiness units N.d.

Since 2003 forall main sites

EMAS - - - -

LCA

Social Responsibility

SA8000 On-going N.a. N.a. N.a.

OHSAS18011 7 plants N.a. N.a.

Sustainability

GRI Guidelines(in accordance) No

DJSI (Eco-rating)

Other Use of renewable energysources N.a.

y p yInformation

IV.1 - Reporting Diffusion per country


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p g p y

V.I - Suppliers Codes of Conduct


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pp

Example: LEGO

Code of Conduct introduced in 1997 Ethical Social Environmental Health and Safety

Internal requirements + extended to 200 suppliers

Suppliers audited by independent auditors

V.II - Suppliers Screening Systems


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Example: INMINSUR, Peru

ISO 14001 at the main mining site Antapite Extended application of EMS to suppliers (10) Extended application to cover healty & safety aspects Supplier assessment policy:

Compliance with law Attention to H&S of employees and subcontractors Positive impacts on neighborhood Minimize pollution of water courses

pp g y

VI.1 Internal communication


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LCM is a formal part of3M's new productintroduction processworldwide

Cross-functional, newproduct introductionteams use a LCM matrixfor systematic and holisticassessment

[Source: Lienne Pires 3M Brazil]

LCM matrix at 3M Brazil

LCM matrix analysis applied at 3M Brazil on an adhesive product

As a consequence of LCM matrix analysis, opportunities wereidentified for process stage, use stage and disposal stage taking intoconsideration the changing from sticks shape to pellets shape

VI.2 Internal Communication


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STEP-model at Hartmann

STEP-model (Systematic Tool for Environmental Progress) since

1997

Integrates environmental impacts with assessments of health, safetyand social relations over the product life cycle

Department for Sustainable Development at Hartmann CorporateHeadquarter in Denmark is responsible for guiding the productionsites

Simple tool for non-experts

developed and implemented throughout the organization progressive integration in everyday decision-making

[Source: A.A.Jensen 2006]

VI.3 - Internal Communication


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KEPIs at Nokia

Key Environmental Performances Indicators (KEPIs)

Based on LCA results of a KEPI project by Motorola, Nokia, Panasonicand Philips

Method significantly reduces the reliance on the supply chain for dataon material flows

Identifies components and materials that account for

most of the environmental impacts over the life cycle

Internal communication channels with employees: Intranet Two global events yearly Global in-house magazines, global environmental e-magazine, monthly

newsletters and several other internal publications

[Source: Nokia, Integrated Product Policy Pilot Project Stage 1 Final Report: Life Cycle Environmental Issues of Mobile Phones, Finland, April 2005]

Summarising considerations


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ISO-type I ecolabels Most suited for communication to consumers, allow for quick decisions,

thousands of labelled products Pros: Credibility (criteria, stakeholder involvement, 3 rd party verification) Cons: Several limitations (top-down approach, limited number of

product groups, format not always appropriate, bureaucracy)

ISO-type I-like labels Well suited for communication to consumers, allow for quick decisions,

thousands of labelled products Pros: Credibility (criteria, 3rd party verification) Cons: restricted to specific sectors (e.g. wood, textiles)

ISO-type II-environmental claims Well suited for communication to consumers, thousands of claims Pros: Flexibility (bottom-up approach) Cons: limited credibility, usually not whole life cycle, just one

environmental parameter

Summarising considerations (cont.)


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ISO-type III environmental declarations

Most suited for B2B communication, complex for consumers, allow forcomparison, hundreds of declarations worldwide Pros: Credibility (PCR with stakeholder involvement, 3 rd party

verification), large amount of detailed information, full life cycle Contra: Complex information without benchmark, high resources need

(full LCA), complicated for SMEs (simplified systems needed, currentlybeing tested)

Codes of conduct, supplier screening systems Well suited for communication with and gather info from suppliers Pros: Simplicity and flexibility, well suited to involve SMEs Contra: Limited to cradle-to-gate, not necessarily 3 rd party verified

Sector-specific approaches &


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Case-studies

Key aspects of case-studies


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Presence of a Communication Strategy

Sector-specific drivers Combination of tools

Firm-level reporting Product-oriented communication (combination of labels)

ISO-type I eco-labels ISO -type I like labels and certification ISO-type II environmental claims ISO-type III environmental declarations Social labels

Advertising & marketing Focus on Sustainability

Two sectors:I. EnergyII. Electronics

I. Energy


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Pressure from regulation / EU Directive on electricity markets

Fuel Mix disclosure Public information on environmental impacts, at least in terms of CO 2

emissions and radioactive waste

Information request from business clients

Emerging markets for Green Electricity Green pricing / tariffs Green electricity labels

Green Public Procurement programs of public administrations

Social acceptance issues / Dialogue with stakeholders e.g. nuclear, but also renewables

Sector-specific drivers

I. Energy


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Vattenfall (SE)

Enel (IT)

British Energy (UK)

Electricit de France (FR)

Examples of Life Cycle Communication

Sector I. Energy


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Longstanding experience in LCA

Extensive reporting Environmental reports Life cycle assessment of Vattenfalls electricity supply in Sweden

2005

Several EPDs

EPD Lule River 1999 first absolute EPD in the Swedish system

ISO- type I ecolabel for certification of green energy

Case-study 1: Vattenfall (Sweden)

I.1 Vattenfall


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Vattenfall can apply forlabelling for electricity ca 1TWh, Bra Miljval, GoodEnvironmental Choice

95% of electricity production iscertified with an EnvironmentalProduct Declaration

[Source: Bodlund 2005]

Combination of EPIS for communication

I.1 Vattenfall


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Information system open for allproducts and services

Based on ISO/DIS 14025

Third-party verified and certified

An EPD for electricity and districtheat contains Life Cycle Assessment (LCA) Study of impacts on biodiversity Environmental Risk Assessment

(ERA) Radiology (nuclear power)


Added value of certified EPD - More than LCA

I.1 Vattenfall


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LCA towards common practice

Credibility needed, ensured by third-party certification andProduct Category Rules (PCR) with stakeholder participation

Focus on not just one environmental issue, but several ones

EPD is one way, which Vattenfall Nordic countries havechosen for keeping track

Key values: Openness and accountability


Strategy and key conclusions at Vattenfall

Sector I. Energy


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LCA activities

Since 1999 at R&D level Just recently at corporate level (Environmental Direction)

First two EPDs in 2004-05 within the LIFE-INTEND project

EPDs on two renewable energy technologies Wind (first EPD of electricity systems in Italy) Geothermal (first EPD worldwide)

EPDs used for communication with local authorities Social acceptance issues (wind) Provide holistic approach and new perspective on comparison of

technologies

Communication channels: website + sustainability report

Green pricing: adoption of guarantee label 100% energia verde

Case-study 2: Enel (Italy)

I.2 Enell


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Certified Environmental Product Declaration of Electricity

from Enels wind pl ant

in Sclafani Bagni (Palermo, Italy)

EPDs at Enel

I.2 Enel - Green electricity labelling forb i li d


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business clients and consumers

Green electricity label is also attached to theproducts of the business client buying renewableenergy from Enel (e.g. producer of mineral water)

Important means of LC communication

I.2 EnelLCM i S i bili i


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LCM results (e.g. green electricity labelling) is communicated through

Corporate Sustainability Report

LCM in Sustainability reporting

II. Electronic SectorS ifi d i


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Environment embedded in management structure LCA/LCT and eco-design with clear targets Green Public Procurement programs of public administrations

Japan, China, other countries and public administrations

Pressure from regulation WEEE, RoHS, Directives on batteries and accumulators containingmercury, etc.

Information request from business clients

Diversification and competitiveness on the market

Increasing attention from financial stakeholders

Sector-specific drivers

II. Electronic SectorE l f LC i i


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Samsung Seiko Epson Canon Konica Minolta Matsushita Electric / Panasonic Ricoh

Examples of LC communication

Sector II. Electronic SectorC t d 1 S (S K )


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Green management report since 1999

Environment/Safety Management Committee, headed by CEO

LCA first adopted in 1995, currently applied for design &development of products, in combination with DfX(design for recycle/service/disassembly/assembly)

Internal tool EPS Eco-Product System 5 modules: LCA, ecodesign, environmental accounting, Green

procurement, Customer Service

Wide range of EPIS applied

[Source: Menichetti 2005]

Case-study 1: Samsung (S. Korea)

II.1 SamsungC bi ti f li d EPIS


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ISO TYPE I

Kela (since 1995)

More than 60 products, of which:

7 models of printer 1 model of fax

5 models of TV sets

20 models of computers+monitors

8 models of air purifiers

19 models of other products (not specified)

TCO 15 models of displays

Blue Angel 1 model of printer

ISO TYPE II

Eco RoHS compliant label (for memories, PwBs, DVDs, digital cameras, etc.

ISO TYPE III

EMC (Korean EPD system)

1 model of digital camera

1 model of optical disk drive

1 model of TFT-LCD plate glass

1 model of CRT glass

1 model of TFT-LCD monitor

1 model of PDP TV

1 model of air conditioner

1 model of VCR

1 model of household refrigerator

1 model of laser printer


Combination of applied EPIS

Different EPIS applied

for different productsand different markets

II.1 SamsungC bi ti f li d EPIS ( t )


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Energy Labels

EU Energy Star

10 models of PC monitor

US Energy Star

15 models of PC monitor

2 models of printer/fax 36 models of printer/fax

16 models of printer 75 models of printer

8 models of MFD 14 models of MFD

3 models of fax machine 18 models of fax machine

Hong Kong EnergyEfficiency labellingscheme

3 models of printer Energy Saving Label South Korea

Several products, including: TVs,notebooks, mobile phones, airconditioners


Combination of applied EPIS (cont.)

Energy labels used inrelevant markets inaddition to env. labelsand declarations

Sector II. Electronic SectorC t d 2 S ik E (J )


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Self- definition: Visionary Company CEO: aim of the corporation is to be five or ten years ahead of other

companies in implementing comprehensive eco-programs, thusexceeding the expectations of its stakeholders

Environmental report since 1999, Sustainability and CSR reportsince 2003 Environmental target and progress

LCA both at product and production plant level Strong emissions reductions achieved in new plant

Groupwide LCT targets at each level: Design, procurement, manufacturing, sales, recovery/recycling

Obtaining environmental label qualifications is an objective ofboth design and sales departments [Source: Menichetti 2005]

Case-study 2: Seiko-Epson (Japan)

II.2 Seiko-EpsonCombination of applied EPIS


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ISO TYPE I

Eco Mark Inkjet, laser, and SIDM printers +paper Blue Angel 2 models of printer

Taiwan Green Mark 41 products, including laser printers, inkjet printers and cartridges

ISO TYPE II

50% of all products and 43% of total sales in all business qualify for the Epson Ecology label

ISO TYPE III

Ecoleaf

1 model of notebook PC 15 models of printer

1 model of desktop PC 20 models of data projector

1 model of PC display 4 models of large format printer

Energy Labels

International Energy Star

4 models of computer

US Energy Star

1 model of MFD

6 models of printer 25 models of printer

3 models of scanner 7 models of scanner

Energy Saving LabelSouth Korea

N.A. Energy Conservation ProductCertification China

several models of printers (inkjet,laser, SIDM)


Combination of applied EPIS

Different EPIS applied

for different productsand different markets

II.2 Seiko-EpsonCommunication Strategy


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Existence of an overall communication strategy

Each type of EPIS has its own target-audience and objectives

ISO- type II label Epson Ecology demonstrates improvedenvironmental performance over conventional models (both ITand semiconductors) Customers can obtain specifications with Epson Ecology Profile

Specific ISO-type II labels for sustainable procurement IT Eco Declaration format in Scandinavian countries

PC green label in Japan (indicates promotion recycling society andmeeting industry-wide voluntary targets)


Communication Strategy

II.2 Seiko-EpsonCommunication Strategy (cont )


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High priority on ISO-type I ecolabels Japan, Taiwan and Germany

In Taiwan increased sales Epson aims at certifying at least 80% ofentire product range

Respond to growing number of green public procurement regulations

(e.g. certified for Chinas energy conservation product certification)

42 models hold Ecoleaf ISO-type III declaration

Strong internal LCM communication

Use of web-based communication tools[Source: Menichetti 2005]

Communication Strategy (cont.)


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Recent and near-future trends


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Reporting: More Life Cycle Approaches

Product-related communication: towards providing benchmarksand communicating progress

Sustainability assessment (also product-related) integratingenvironmental, social and economic aspects

One tool is not enough!Combination of EPIS along the product life-cycle

Sustainability reporting


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Oct 2006: Revision of GRI Guidelines (G3) Increasing attention to life cycle management

Communicating progress (product-related)New ISO type II claims


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Example: ISO-type II labels in Japan Panasonic: Factor X provides concise information about the

improvement of new products with respect to old ones

New ISO-type II claims

GHG factor = (GHG efficiency of the new product) / (GHG efficiency of the old product),where

GHG efficiency = (Product life x Product functions) / (GHG emissions over the entire life cycle)

Future EPDs with benchmarking


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Recent study (2006) on Consumer demands on Type III environmentaldeclarations

Recommendation: Benchmark with graphical presentation Economic benchmark, reflecting quality/price ration Benchmark both within product category and average goods

[Source: K.Christiansen et al 2006]

Towards product-related sustainabilitycommunication


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Socio -Eco- Efficiency Analysis (SEEbalance) at BASF

[Source: A.A.Jensen 2006http://corporate.basf.com/de/sustainability/oekoeffizienz/vortraege.htm?id=V00-S64E69T3rbcp466]

communication

Used for internalpurposes (eco-design,product development)but also:

Marketing, support toexternal customers andsocial acceptance ofproduct

For communicationissues e.g. in corporate

sustainability report


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Life Cycle ManagementTraining - Outline Introduction to LCM First session

How LCM is used in Practice Second session

Communicating LCM Results Third session


03 lcm training kit english partiii

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