Madrid Fusion

Santiago Alfonso

Sustainability? What is

How does the marketand consumer value

the ecology discourse?

What is happening in the world?

The energy model based in fossil fuel consumption, is

unsustainable


Provokes the climatic change belching to the atmosphere tons of greenhouse-effect gases, preventing from supplying

energy to all the inhabitants of the planet


With the actual population growth tendency, in year 2050 we will be 9.000 millons of human beings. With the desire of living in the

“first world”, we will need 5,5 planets


The world is facing an economic and financial crisis that is undermining the fundamentals of the capitalist system: loss of trust/not easy credit for companies/demand or

consumption stopped/increased unemployement…Uncertainty



In many countries, originating bubbles-which affect sectors like natural stone-and make

difficult the access to a home for young people and low rents

Real estate speculation

Society is asking for solutions; also to the companies, or at least rewards those

that make and effort

What is society asking for?

Developing countries cannot accept paying the excess of the first world: equal CO2

emissions rates.They want to be seated in decision making

forums:G:20


The ecologist ask for a compromiseFrom the citizens around the 3R:

ReusingReducingRecycling

ask for the economic sustainability to be based in a viable growing model, one that does not

prioritize short term or the financial engineering.

Economy Nobel prize

What do opinion leaders think?

“There is no other way thangreen economy” (Stiglitz)


The construction of buildings has to be done so that consumption of energy does not

take up 1/3 of the global supply. (Green Building Council)

Sustainable architecture. “Excess time have ended; no more squandering

money now we have to respond to the challenge. I don´t know if that is good or bad, but it is what it is. We have to save energy.

Make green architecture”. (Lamela y L. De Garrido)

“Now everything has to be green. And it is real, because if not we are dead.” (Frank O.Gehry)

Look back to the products we have close to us, taking advantage of the huge

technology developments to cook them some other way

(Redzepi; Santi Santamaría; Angel León; Dani García; Jamie Olivier)

Ecochef and green cooking:

Ecochef and green cooking:

“ Meeting the needs of the present generation without compromising the abilities of future

generations to meet their needs” Brundtland Commisision definition ( 1987)

What does we understand as sustainability?

ECOLOGY: neologism proposed in 1868 by the German biologist Ernst Haeckle, Darwin disciple;

refers to the relationship of the population with its environment. Nowadays it is understood as the

study of the relationship between the human being and the

biosphere, the alteration of the ecosystems and the environment conservation measures


Here we can talk about general human ethic as preservation of nature values and

the biosphere in general, thinking supportively in future generations


Live and leave life for Future generations

Greenconsumption increases…

If

Is the demand for green increasing?

Accordint to the biggest study made up to datein 10 countries with 20.000 people:

79% of consumers would buy products from companies that reduce their impact in

the environment; mainly in markets like Brazil y China.

Source: Sustainable Futures 09 (Havas survey, abril 2009)


89% of people would buy green products in the next 12 months.


35% of the consumers would agree to pay “extra” for green products.



Some Conclusions

Consumers are still worried for aspects of longer term, like sustainbility, even in

crisis time

Some Conclusions

Some Conclusions

They are hoping for the companies to lead the change and “help” the consumer to show a more sustainable behavior in the daily life

Some Conclusions

Some Conclusions

The consumer is becoming more active and ready to reward, more than punish,

the responsible companies

Some Conclusions

Some Conclusions

For the companies, a key issue is the understand which aspects fo sustainability

are more relevants in brands

Some Conclusions

Some Conclusions

The sustainability is an oportunity of creating brand value in the long term.

It is a great challenge for the actual business model

Some Conclusions

Eco-nfusion

Green color does not guarantee sustainability

There is “eco…” usage abuse, as well as “bio…” i.e.: Cersaie fair and Maramomacc

2009

Eco-nfusion

It is desirable more seriousness and self regulation of the companies, some kind of

proof is going to be needed in the end

Eco-nfusion

In the area of sustainable architecture, certifications like “Cradle to Cradle” mark

the difference. As well as the LEED certificates or CTE in Spain

Eco-nfusion

Eco-nfusion

At the end, who lies pays, consumers nowadays hold the power in the

relationship.Transparency!

Mc Donough William, “Cradle to Cradle”

Goleman Daniel, “Inteligencia ecológica”(ecology inteligence)

Sempere Joaquin, “Mejor con menos” (better with less)

Makower Joel, “Strategies for the green economy”

Makover Joel, “The green consumer and the E-factor”

Some interesting readings

Madrid Fusion

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