26-09-2011, Aart van Veller, founding-partner Cool Endeavour

DAG VAN DUURZAAM DRUKWERK & VERPAKKEN

ACCELERATING THE TRANSITION TO A SUSTAINABLE ECONOMY

Marc Cornelissen

SURROUND YOURSELF WITH PEOPLE THAT CAN

LIFT YOU HIGHER

A YOUNG, ACADEMIC, FUN-LOVING TEAM, FULL OF TALENT PURPOSE AND PASSION, THAT BELIEVES IN THE OPPORTUNITIES

OF A SUSTAINABLE ECONOMY

2011 NO RIGHTS RESERVED ©

“”

BUILD BRANDS WE CAN BELIEVE IN

Portfolio

Recreate logo

Recreate logo

Accelerates the transition to a sustainable economy, for the benefit of all

[rev-uh-loo-shuhn]A drastic and far-reaching change in ways of thinking and behaving.

WHY?

Things = Working

18501.2 billion people

Where do we come from? - Where do we go?

2000 6 billion people

2050 9.4 billion people

Reality Check:

Fig. 22: HUMAN DEVELOPMENT AND ECOLOGICAL FOOTPRINTS, 2003

Human Development Index

IndiaChina

Brazil

South Africa,Rep.

Hungary

AustraliaUnited Statesof America

Italy

Korea,Rep.

Exceeds biosphere’s average capacityper person, low development

Exceeds biosphere’s averagecapacity per person,

high development

Within biosphere’s average capacityper person, low development

Meets minimum criteriafor sustainability

World average biocapacity available per person, ignoring the needs of wild species

Thre

shol

d fo

r hig

h hu

man

dev

elop

men

t

Ecological Footprint (2003 global hectares per person)

11

10

12

9

8

7

6

5

4

3

2

1

00 0.1 0.2 0.3 0.4 0.5 0.6 0.7 0.8 0.9 1.0

North AmericaEurope EUEurope Non-EULatin America and the Caribbean

Middle East andCentral Asia

Asia-PacificAfrica More than

1 billion100 million–1 billion

30 million–100 million

10 million–30 million

5 million –10 million

less than5 million

Country population (coloured by region): Historical trends for named selected countries(2003 dot coloured by region and sized by population):

1975 1980 1985 1990 1995 2000 2003

ECO

LOG

ICA

L FOO

TPR

INT

1199LIVING PLANET REPORT 2006

T H E F O O T P R I N T A N D H U M A N D E V E L O P M E N T

Sustainable development is a commitment to “improving the quality of human lifewhile living within the carrying capacity ofsupporting ecosystems” (IUCN et al., 1991).

Countries’ progress towards sustainabledevelopment can be assessed using the UnitedNations Development Programme’s (UNDP)Human Development Index (HDI) as anindicator of well-being, and the footprint as a measure of demand on the biosphere. TheHDI is calculated from life expectancy,literacy and education, and per capita GDP.UNDP considers an HDI value of more than 0.8 to be “high human development”.Meanwhile, a footprint lower than 1.8 globalhectares per person, the average biocapacityavailable per person on the planet, coulddenote sustainability at the global level.

Successful sustainable developmentrequires that the world, on average, meets at a minimum these two criteria, withcountries moving into the blue quadrantshown in Figure 22. As world populationgrows, less biocapacity is available perperson and the quadrant’s height shrinks.

In 2003, Asia-Pacific and Africa wereusing less than world average per personbiocapacity, while the EU and North Americahad crossed the threshold for high humandevelopment. No region, nor the world as a whole, met both criteria for sustainabledevelopment. Cuba alone did, based on thedata it reports to the United Nations. Changesin footprint and HDI from 1975 to 2003 areillustrated here for some nations. During thisperiod, wealthy nations such as the United

States of America significantly increasedtheir resource use while increasing theirquality of life. This did not hold for poorernations, notably China or India, wheresignificant increases in HDI were achievedwhile their per person footprints remainedbelow global per person biocapacity.

Comparing a country’s average per personfootprint with global average biocapacitydoes not presuppose equal sharing ofresources. Rather it indicates which nations’consumption patterns, if extended worldwide,would continue global overshoot, and whichwould not. The footprint and the HDI needsupplementing by other ecological andsocioeconomic measures – freshwaterscarcity and civic engagement, for example –to more fully define sustainable development.

ECOLOGICAL FOOTPRINT

GLOBAL CHALLENGE FOR SOCIETY AT LARGE

HUMAN DEVELOPMENT

INDEX

Unsustainable paradigm: Human development is accompanied by increased unsustainable consumption translating in ecological footprint!

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

Energieverbuik niet eerder zo hoog

In 2010 was het energieverbruik ruim 7 procent hoger dan in 2009. Niet eerder is in ons land in één jaar zoveel energie verbruikt.

Maplecroft study identifies UAE, Australia, USA, Canada, Netherlands and Saudi Arabia as worst CO2 polluters

[DRASTIC]

[CHANGE]

[THINK]

[BEHAVE]

[THINK in OPPORTUNITIES]

93% of CEOs believe that sustainability issues will be critical to the future success of their business*

96% of CEOs believe that sustainability issues should be fully integrated into the strategy and operations of a company**

*UN Global Compact-Accenture CEO Study 2010 **McKinsey Global Survey 2010

“Going green is the largest economic opportunity of the 21st century” John Doerr

Car battery tycoon Wang Chuanfu from BYD becomes China's richest man

CDP Global 500 Report 2011Accelerating Low Carbon Growth

On behalf of 551 investors with assets of US$71 trillion

Report written for Carbon Disclosure Project by:

Carbon Disclosure Projectinfo@cdproject.net+44 (0) 20 7970 5660www.cdproject.net

KEY FINDING

Companies in the 2011 Carbon Disclosure Leadership Index (CDLI) provide approximately double the average total return of the Global 500 between January 2005 and May 2011.

9

Accelerating Low Carbon Growth

Low carbon growth is now widely accepted as fundamental to generating long term shareholder value, avoiding dangerous climate change and helping the global economy recover from recent turmoil1. It is for these reasons that in 2011, the Carbon Disclosure Project (CDP) sent its annual request to the Global 5002 companies on behalf of 551 investors with US$71 trillion of assets, asking them to measure and report what climate change means for their business. This year, 81% (404) of corporations from the Global 500 responded to the CDP questionnaire.

These responses provide a valuable insight into how companies are preparing for a resource constrained world and show a shift in company strategy to prepare better for a low carbon economy and act on the business opportunities. The report3 looks at how companies that are strategically focused on accelerating low carbon growth – i.e. those in the Carbon Performance Leadership Index (CPLI) – tend to perform better, not only in terms of greenhouse gas emissions management, but also in terms of financial performance.

Key findings

Companies in the 2011 Carbon Disclosure Leadership Index (CDLI) and Carbon Performance Leadership Index (CPLI) provide approximately double the average total return of the Global 500 between January 2005 and May 2011. This suggests a strong correlation between higher financial performance and good climate change disclosure and performance.

74% (294) of Global 500 respondents disclose absolute or intensity emission reduction targets, an increase from 65% (250) in 2010. This indicates that more and more of the world’s largest companies understand the need to, and benefits of, accelerating actions to reduce emissions.

68% (269) of companies are integrating climate change initiatives into their overall business strategy, up from 48% (187) in 2010. The majority (93%, 368) of 2011 respondents report board or senior executive oversight for their company’s climate change program, up from 85% (328) in 2010. This shows a marked rise in companies linking their climate change strategy with their overall business strategy.

65% (259) of respondents provide monetary incentives to staff for managing climate change issues, versus 49% (188) in 2010. This suggests more active commitment in advancing greater management of carbon.

A total of 1,780 emissions reduction activities are reported by 97% (384) of responding companies in 2011. Energy efficiency (building fabric, building services and processes), low carbon energy installations and behavioral change are the most commonly identified activity types.

59% of emissions reduction activities reported by Global 500 respondents have a payback period of three years or less and 41% of initiatives have paybacks of over three years. This willingness to invest in activities with a medium to long term payback is evidence that companies regard energy and emissions reduction as an important strategic priority.

Executive Summary

Global 500 CDLI CPLITotal return % (US$) from January 2005 to May 2011

42.71% 82.44% 85.72%

Figure 3: Total return % (US$)4 for Global 500, CDLI & CPLI 2011

Source data: Bloomberg

1. International bodies that recognize this include the World Economic Forum (WEF) and Organisation for Economic Co-operation and Development (OECD).

2. The Global 500 are the largest companies by market capitalization included in the FTSE Global Equity Index Series.

3. Please see the Important Notice on the back cover of this report regarding its content and use.

4. Total Return includes interest, capital gains, dividends and distributions realised over a given period of time.

HOW?

STRATEGY

CSR TO CSV

[NORTH STAR]

TOTAL NE T VALUE

LONGTERM COMPETITIVENESS

OORSPRONG

CURRENT POSITIONStarting with an ambition

Wij Zijn Koel Sustainable Identity Chart

CREATING SHARED VALUE

N

STAGE 1 STAGE 2 STAGE 3 STAGE 4 STAGE 5

SUSTAINABLE IDENTITY CHART

SET THE RIGHT NORTH SRTAR

BEST PRACTICES

“Make cars that never crash and clean the air as they drive”

To inspire and financially support the creation of the next industrial

revolution. To assure a sustainable society.

“Every book, ever printed, in any language, all available in less than 60

seconds”

[INNOVATE]

[BUILDING A SHOWCASE OF DECENTRAL POWER GENERATION, ENERGY

MANAGEMENT AND EFFICIENCY]

Energiemanagement:✓ Gebouw volledig monitoren

✓ Centrale aansturing

✓ Individuele aansturing ruimtes met bijv. iPhone

Brandstofcel:✓ Nieuwe technologie op aardgas (DGB eerste in wereld)

✓ Vermogen 2 kW en 250 liter warm water p/dag.

✓ 50% goedkoper / 60% minder CO2 (bij biogas zelfs 0%)

✓ Elektrisch rendement van 60% (hoger dan de modernste centrales

TECHNOLOGY

Singularity presentation Ray Kurzweil at Google

The Sun provides Earth with as much energy every hour as human civilization uses every

yearNature Journal of Science, 07-08-2008

Singularity presentation Ray Kurzweil at Google

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[WELKE VERPAKKING HEEFT ONDERSTAANDE EIGENSCHAPPEN?]

•BESCHERMD HET PRODUCT•HEEFT ISOLERENDE WERKING•GEEFT EXACT AAN WANNEER HET PRODUCT HET BESTE TE CONSUMEREN IS•GEEFT EXACT AAN WANNEER HET PRODUCT OVER DATUM IS•TE GEBRUIKEN ALS SMAAKTOEVOEGING AAN GERECHTEN•NA GEBRUIK 100% BIOLOGISCH AFBREEKBAAR

THINK BIOMICRY

[INSPIRE]

EMBRACETHE AGE OFAWARENESS

[COMMUNICATE]

4 things to hate about

sustainability communications

1: Being unnecessarily complicated

2: Nagging people

3: Use of guilt / passive

aggressive notes

4. Being Boring

Sell the Sizzle

PrinciplesThe

RADICAL TRANSPARENCY

FACTA NON VERBA

“Make stuff that doesn’t suck”

Jimmy Wales, Founder Wikipedia

THE CONSUMERIS THE MEDIA

DIFFICULT IS WORTH DOING

TERUGBIK

VOORUITBLIK

switch my light

Voor de dag van de duurzaamheid willen we 1 Megawatt aan besparing realiseren door samen met jou en zoveel mogelijk andere bedrijven over te springen op LED verlichting.

Alle organisaties die meedoen besparen samen tenminste !500.000 en 1.000 ton CO2 per jaar en ontvangen gratis kaarten voor de nacht van de duurzaamheid in de Heineken Music Hall, waar de o"ciële prijsuitreiking van de Megawatt Challenge plaats vindt.

Voor iedere deelnemer maken we een uitgebreide licht-scan. Dat houdt in dat een adviseur bij u langs komt en voor u een advies op maat maakt. Hierdoor kunt u precies zien hoeveel u gaat besparen en hoe snel u uw investering heeft terugverdiend. U krijgt direct een overzichtelijke o#erte, waar u tot 11 November de tijd voor heeft om over te beslissen.

Ik spring over op.. Led verlichting!

Join the..

& create a light revolution!

De MegaWattChallenge is een initiatief van Switch My Light en Urgenda

Hoe kan ik de lichtscan bestellen?Ga naar www.switchmylight.com en vul het online formulier inof bel 020 211 76 60.

WHAT?

[ACTION SPEAKS LOUDER THAN WORDS]

Thank you

AART@CoolEndeavour.com twitter.com/aartvanvellerwww.CoolEndeavour.com

De MegaWattChallenge is een initiatief van Switch My Light en Urgenda

Voor de dag van de duurzaamheid willen we 1 Megawatt aan besparing realiseren door samen met jou en zoveel mogelijk andere bedrijven over te springen op LED verlichting.

Alle organisaties die meedoen besparen samen tenminste €500.000 en 1.000 ton CO2 per jaar en ontvangen gratis kaarten voor de nacht van de duurzaamheid in de Heineken Music Hall, waar de o�ciële prijsuitreiking van de Megawatt Challenge plaats vindt.

Voor iedere deelnemer maken we een uitgebreide licht-scan. Dat houdt in dat een adviseur bij u langs komt en voor u een advies op maat maakt. Hierdoor kunt u precies zien hoeveel u gaat besparen en hoe snel u uw investering heeft terugverdiend. U krijgt direct een overzichtelijke o�erte, waar u tot 11 November de tijd voor heeft om over te beslissen.

Wat moet je doen?1) Bestel geheel vrijblijvend de licht-scan voor 1 november (voor €29,95 ipv €49,95).

2) Door voor 11 november uw LED verlichting te bestellen doet u definitief mee aan de MegaWattChallenge. Deelnemers ontvangen 25% korting* op hun bestelling.

Hoe kan ik de lichtscan bestellen?Ga naar www.switchmylight.com en vul het online formulier inof bel 020 211 76 60.

Ik spring over op.. Led verlichting!

Join the..

& create a light revolution!