Steve Howard outlines the changes that IKEA is making so that sustainability is an easy choice and encourages others to do the same.
Steve Howard begins his TED Talk with three numbers. Three billion people will be joining the global middle class by 2030. Six degrees Celsius is a current estimate of total global warming. Twelve cities in the world held a million or more people at the turn of the century, and now almost five hundred cities have a million people living in them.
Because of these three numbers he tells us that sustainability is necessary now, and spends the remainder of his TED talk telling the economic, social and environmental benefits.
Sustainability began as a movement that required compromise. Washing detergents made your white tshirts turn a little grey, and light bulbs took a long time to turn on to full intensity. Toilet paper made from recycled paper was rough and uncomfortable. Most people trying to live sustainably would have to deal with lights, laundry or toilets and feel the inconvenience of the life choice.
Manufacturing today gives a producer many choices, and Steve has driven IKEA to choose to make beautiful, functional, affordable and sustainable products. LED light bulbs are highlighted as a positive and immediate change that can be made when selling products.
http://www.ikea.com/ms/en_US/about-the-ikea-group/people-and-planet/energy-and-resources/
In the thirty years that a LED bulb might last twenty years cell phones, cars, and appliances might be cycled in an out three or four times, all while keeping the same energy saving bulbs. IKEA has made a conscious decision to fully embrace LED lighting, working to lower the cost of the bulbs and creating a supply chain to ramp up production. The Swedish superstore hopes to lead by example and pressure other large companies to go all in and drive down the price of LED lighting, to ensure that this lowest price and most sustainable lighting source comes to prominence.
Cotton is the next material discussed – cotton is an incredible fabric but production is dirty and many pesticides are involved. Working with the cotton farmers Howard has led an initiative to farm sustainably, using less water and less pesticides while producing more cotton. By 2015 IKEA expects to be one hundred percent sustainable cotton in its products.
This talk is low on concrete details but the ideas are inspiring and clear. As the Chief Sustainability Officer Steve has innovative ideas about manufacturing and production that would surprise many engineers who listen to his ideas. By 2020 the company will produce more energy than they consume – this decision is good for the environment and reputation, but the economic payback allows for the change.
http://www.ted.com/talks/steve_howard_let_s_go_all_in_on_selling_sustainability.html
