El Libro del Futuro – Caso de éxito Eco-diseño

Seguimos con la serie de posts del libro “Cradle to Cradle” y mostramos un ejemplo de cómo hacer las cosas de otra manera.

A modo de ejemplo vamos a utilizar la historia de los 3 libros.

Libro 1: es familiar y todos lo hemos visto antes; la tinta y el acabado producen una impresión visual muy atractiva en el papel cremoso. Tiene una portada colorida y una cubierta de cartón. Está diseñado de forma inteligente pensando en portabilidad y durabilidad. Es muy similar a sus predecesores y hace 100 años ya había numerosos individuos que podían sacarlo de la biblioteca. Es un libro funcional, atractivo pero no durará para siempre y menos si se usa al aire libre o en sitios como la playa.

Nos preguntamos si tiene que durar toda la vida: ¿Qué pasa cuando lo desechamos?

El papel proviene de los árboles y es biodegradable pero las tintas contienen metales pesados. La cubierta es una mezcla de materiales que contienen polímeros, tintas, metales pesados, hidrocarburos halogenados, entre otros. No puede ser compostado de forma segura en vertedero y si; por el contrario, se quema en incineradoras emitirá dioxinas, algunas de ellas cancerígenas para el ser humano.

Libro 2: es bastante familiar también, tiene un aspecto similar al libro 1 pero el papel tiene un color beige, es fino y poroso. No tiene sobrecubierta y la cubierta al igual que el interior está impresa con una sola tinta. Parece viejo pero tiene un aspecto “eco-friendly” Respetuoso, reciclado, rápidamente reconocible por el ojo ambientalista.

Este libro es un intento de crear un producto eco-eficiente.

Se usa papel reciclado y tinta de soja (“soy-based inks”). Se usan los principios de desmaterialización, usar menos, eliminando la sobrecubierta, utilizando menos materiales, papel más fino, sin estar revestido. Desafortunadamente la tinta se ve a través del papel y el poco contraste entre la tinta y el papel hace que tengamos que forzar la vista. El libro es “eco-friendly” (Amigo de la ecología) pero no “reader-friendly” (amigo del lector). El libro está pensado para ser eco-eficiente pero no para facilitar la lectura por parte del lector.

Tratemos de cambiar la forma en que hacemos las cosas y rediseñemos el libro desde el principio:

  • Papel que no contenga cloro (Chlorine), ya que esto produce efectos negativos tanto en el entorno como para la salud humana. Esto significa que no puede ser papel reciclado ya que ha sido decolorado y en la pulpa virgen contiene sal clorada que ocurre de forma natural en los árboles.

¿Polucionamos los ríos o acabamos con los bosques?

  • Los tintes (soy-based) tienen otro dilema. Al ser tientes solubles en agua pueden producir y soltar toxinas más fácilmente y bio-acumularse en el entorno.
  • Para mejorar la durabilidad, la parte externa está recubierta y el papel al ser reciclado significa que las fibras ya han llegado a su límite de uso.

Parece que ser “menos malo” (https://royortiz.wordpress.com/2011/08/25/%C2%BFde-que-sirve-ser-menos-malo/) no es la operación más correcta ya que desde el punto de vista práctico, estético y medioambiental el libro produce mayores problemas.

Libro 3: El libro del futuro: Repensemos el diseño y concepto del libro.

¿Será un libro electrónico? ¿Algo totalmente único y diferente?

Parece que el ser humano tiene una atracción por los libros tradicionales ya que hemos visto que aunque ha aparecido el libro electrónico aún son muchos los que prefieren sentir un libro en las manos. Por lo tanto pensemos en no cambiar el diseño pero si los materiales utilizados.

¿Cómo puede ser beneficioso tanto para las personas como para el medioambiente.

Empecemos por plantearnos si el papel es el vehículo correcto para ofrecer lectura (acción de leer) (Antigüedad pergaminos, piedra).

  • Pensemos que un libro no es un árbol, ni siquiera es papel.

En vez de eso está hecho de polímeros de plástico desarrollado a partir de otros mariales que son totalmente reciclables. Son reutilizables una y otra vez para conseguir la misma calidad tras su reciclado. Se ha diseñado pensando en su futura vida tras su desecho. Este libro no necesita que se talen árboles ni que se deseche el cloro en los desagües y alcantarillas tras su desecho o reciclado. Las tintas no son tóxicas y pueden ser extraídas de los polímeros de plástico con un proceso químico sencillo y seguro pudiendo ser recuperados y reusados. Las cubiertas se producirán del mismo plástico que el resto del libro pero de mayor densidad. Los pegamentos se crean a partir de los mismos ingredientes compatibles para que cuando el libro sea recuperado por la industria editorial y pueda ser reciclado en un único proceso.

Esto es diseño responsable y tanto la experiencia del lector como el impacto en el entorno son beneficiosos. Las páginas son blancas y tienen una textura suave y agradable, no se volverá amarillo con el tiempo ni sufrirá desperfectos. La tinta no se borra con el dedo del lector. Aunque su próxima vida ya se haya imaginado será muy resistente y capaz de durar varias generaciones. Es incluso “Water-proof” sumergible por lo que se puede llevar a la playa o incluso leer en la ducha. Este libro celebra sus materiales en vez de pedir perdón por su impacto.

Los libros se convertirían en nuevos libros una y otra vez y los contenidos se irían renovando y cambiando con la aparición más ideas y conceptos. La forma sigue no solo la funcionalidad pero la evolución del medio en sí mismo, siguiendo con el espíritu de propagar la palabra escrita.

El ejercicio que lleva al diseño de este libro 3 – El libro del futuro nos ejemplifica la idea de que se pueden hacer las cosas de otra manera. Se pueden desarrollar productos y servicios que potencien la renovación, la abundancia, la creatividad humana, que sean beneficiosos para el ser humano y para el medioambiente e incluso se potencie el consumo ya que este tendrá efectos positivos tanto en el entorno, la salud humana y en la economía.

El libro “Crade to cradle” no es este libro pero es un primer paso en esta dirección.

¿Conoces otros ejemplos de productos o servicios diseñados de esta manera; donde se tiene en cuenta en el uso futuro y el impacto sobre la calidad humana y el medioambiente nos solo durante su uso sin también cuando son desechados? (Ciclo de vida)

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Creating demand for Sustainable Tourism – Case Studies

The Crash Course Creating demand for Sustainable Tourism took place in the Alvie, Morlich & Glenmoore room. It was organized by the Rainforest Alliance (www.rainforestalliance.org/), which was represented by Federico Solano.

Federico has worked in the tourism industry since 1994 focusing in the marketing field in different areas such as hospitality, airlines, travel agencies and car rentals. He joined the Rainforest Alliance ´s Sustainable Tourism program in 2004. During his time in the Rainforest Alliance, Solano has coordinated projects in several Latin American, North American and European countries, and supporting sustainable tourism by helping offer and demand to adopt responsible practices towards the environment and local communities. His dedication in promoting sustainable tourism to consumers and the tourism industry has led to multiple strategic alliances with local governments, international organizations and private industry.

More information on speakers: (http://www.adventuretravel.biz/connect/summit/summit-agenda/2010-featured-content/speakers/)

The session began with a small presentation of the Rainforest Alliance. The organization sets to create best practice guides (Forest, coastal environments or anywhere). They create these tools to aid companies in different areas around the world to increase their sustainability strategies and efforts. It provides tools and a work structure which has been adopted in many different areas with a lot of feedback to improve these tools.

They provide a certification for sustainable practices in tourism, through this guideline. We are aware that as nobody is perfect, therefore no business can be 100% sustainable but this program aids companies in order to work in the direction of sustainability and implements these types of strategies. They look for win-win situations where business and local communities benefit from the developments and give back to the community some of the industry incomes in order to preserve the natural and cultural heritage.

They also have an agricultural, forestry programs among others. The agricultural is the second biggest, a figure is for example of the British tea consumed, and 50% is certified by the Rainforest Alliance. In terms of the tourism program it is growing rapidly and has various programs, some targeting companies and best practices, the sustainabletrip.org organization which educates travellers, or the green travel program.

After this initial presentation there is a panel of companies that will debate some of their actions and activities that they have carried out in order to try and increase demand for their sustainable products and practices.

Enrique experience has been a learning process towards sustainability. He focused on this idea of comfort versus sustainability in terms of managing expectations. We must understand that we are selling emotional comfort and quality. He educates the visitor and explains why things are done in a certain way. He transmits what are the benefits to the environment and local population of carrying the operations in the way they do.

She works in a rural community in Peru which is self-sustained, (agriculture, fishing, school). She focuses on local development but through community integration. The local people are the ones who identify their needs, for example a small playing area for the children, a greenhouse with vegetables so that they don’t have to travel so much to trade. For example: The visitors are the ones who learn the language of the local inhabitants. Shows a great job of conservation of ancient cultures and how this community continues to live in the traditional way and it is they who have the control to continue in this manner or introduce products and services of the “new world.”

The program plants trees in the rainforest and there is a strong commitment to keep this community intact and living in their traditional ways.

Randy has been part of the World Travel & Tourism Council, and now manages his has his own organization with other partners. HE put forward the idea that there is a clear change towards more sustainable practices and especially in tourism sector. There are EU guidelines, carbon emissions reduction Schemes and programs, surveys show there is a societal change occurring. People are becoming more aware of our impacts on the environment and there is an increase in people and tourist who look to reduce their ecological footprint. There is the greening of suppliers as airlines improve efficiency, companies want to do community development and tour operators travel and audit the greenness of their suppliers.

For example: Country walkers, (Part of TUI) has created a step program certification and awareness campaign to educate, clients, providers, suppliers and all their supply chain to reduce their impacts and becoming more sustainable. Another example he put forward was travel agency that has zero emissions as it neutralizes through forestry programs and using the lower emissions jets.

The represent a unique production and distribution team for US & North America. They carry over 175 events around the world. They create movies on experiential travel, we had a meeting with them and we are trying to produce a documentary on the shire of la Vera. According to their expertise the Nicaragua market needs more work in ecotourism and Costa Rica has been the leader year’s back. Their final goal is to educate the consumer. Today they are working on Granada in San Jose for their next event.

www.greenlivingproject.com

Conclusions:

European Escapes are increasing and there are everyday more people looking for different type of travel:

  • Sustainable Travel – standards are evolving and more and more companies are increasing their sustainable practices.
  • We need to unify these standards. There are many standards and in order to compare different destinations these need to be unified.
  • Increase in the number of certifications (TI) carbon offset arena.
    • Formation education, it’s a process. No one is 100% sustainable!
    • Standards A to B and finally to C. (Long term Process)
    • Sustainableairlines.org set criteria and international language for transport companies.

From this session we can identify the changing trends in travel and how the sustainable market is increasing and been every day more demanded. Its changing from an additional value to something that is been demanded by the adventure traveller.

Adventure Travellers want more sustainable practices to be implemented.

Would you be willing to pay a little more for your holiday if you knew that this money is used for recovery and protection of natural environments to recover cultures, communities and ancestral customs?

Creating demand for Sustainable Tourism – Case Studies.

The Crash Course Creating demand for Sustainable Tourism took place in the Alvie, Morlich & Glenmoore room. It was organized by the Rainforest Alliance (www.rainforestalliance.org/), which was represented by Federico Solano.

Federico has worked in the tourism industry since 1994 focusing in the marketing field in different areas such as hospitality, airlines, travel agencies and car rentals. He joined the Rainforest Alliance ´s Sustainable Tourism program in 2004. During his time in the Rainforest Alliance, Solano has coordinated projects in several Latin American, North American and European countries, and supporting sustainable tourism by helping offer and demand to adopt responsible practices towards the environment and local communities. His dedication in promoting sustainable tourism to consumers and the tourism industry has led to multiple strategic alliances with local governments, international organizations and private industry.

More information on speakers: (http://www.adventuretravel.biz/connect/summit/summit-agenda/2010-featured-content/speakers/)

The session began with a small presentation of the Rainforest Alliance. The organization sets to create best practice guides (Forest, coastal environments or anywhere). They create these tools to aid companies in different areas around the world to increase their sustainability strategies and efforts. It provides tools and a work structure which has been adopted in many different areas with a lot of feedback to improve these tools.

They provide a certification for sustainable practices in tourism, through this guideline. We are aware that as nobody is perfect, therefore no business can be 100% sustainable but this program aids companies in order to work in the direction of sustainability and implements these types of strategies. They look for win-win situations where business and local communities benefit from the developments and give back to the community some of the industry incomes in order to preserve the natural and cultural heritage.

They also have an agricultural, forestry programs among others. The agricultural is the second biggest, a figure is for example of the British tea consumed, and 50% is certified by the Rainforest Alliance. In terms of the tourism program it is growing rapidly and has various programs, some targeting companies and best practices, the sustainabletrip.org organization which educates travellers, or the green travel program.

After this initial presentation there is a panel of companies that will debate some of their actions and activities that they have carried out in order to try and increase demand for their sustainable products and practices.

Enrique experience has been a learning process towards sustainability. He focused on this idea of comfort versus sustainability in terms of managing expectations. We must understand that we are selling emotional comfort and quality. He educates the visitor and explains why things are done in a certain way. He transmits what are the benefits to the environment and local population of carrying the operations in the way they do.

She works in a rural community in Peru which is self-sustained, (agriculture, fishing, school). She focuses on local development but through community integration. The local people are the ones who identify their needs, for example a small playing area for the children, a greenhouse with vegetables so that they don’t have to travel so much to trade. For example: The visitors are the ones who learn the language of the local inhabitants. Shows a great job of conservation of ancient cultures and how this community continues to live in the traditional way and it is they who have the control to continue in this manner or introduce products and services of the “new world.”

The program plants trees in the rainforest and there is a strong commitment to keep this community intact and living in their traditional ways.

Randy has been part of the World Travel & Tourism Council, and now manages his has his own organization with other partners. HE put forward the idea that there is a clear change towards more sustainable practices and especially in tourism sector. There are EU guidelines, carbon emissions reduction Schemes and programs, surveys show there is a societal change occurring. People are becoming more aware of our impacts on the environment and there is an increase in people and tourist who look to reduce their ecological footprint. There is the greening of suppliers as airlines improve efficiency, companies want to do community development and tour operators travel and audit the greenness of their suppliers.

For example: Country walkers, (Part of TUI) has created a step program certification and awareness campaign to educate, clients, providers, suppliers and all their supply chain to reduce their impacts and becoming more sustainable. Another example he put forward was travel agency that has zero emissions as it neutralizes through forestry programs and using the lower emissions jets.

The represent a unique production and distribution team for US & North America. They carry over 175 events around the world. They create movies on experiential travel, we had a meeting with them and we are trying to produce a documentary on the shire of la Vera. According to their expertise the Nicaragua market needs more work in ecotourism and Costa Rica has been the leader year’s back. Their final goal is to educate the consumer. Today they are working on Granada in San Jose for their next event.

www.greenlivingproject.com

Conclusions:

European Escapes are increasing and there are everyday more people looking for different type of travel:

  • Sustainable Travel – standards are evolving and more and more companies are increasing their sustainable practices.
  • We need to unify these standards. There are many standards and in order to compare different destinations these need to be unified.
  • Increase in the number of certifications (TI) carbon offset arena.
    • Formation education, it’s a process. No one is 100% sustainable!
    • Standards A to B and finally to C. (Long term Process)
    • Sustainableairlines.org set criteria and international language for transport companies.

From this session we can identify the changing trends in travel and how the sustainable market is increasing and been every day more demanded. Its changing from an additional value to something that is been demanded by the adventure traveller.

Adventure Travellers want more sustainable practices to be implemented.

Would you be willing to pay a little more for your holiday if you knew that this money is used for recovery and protection of natural environments to recover cultures, communities and ancestral customs?