Gerd Leonhard, Green Futurist and Keynote Speaker, · Reducing the customer’s footprint will need to be...
January 25th, 2012
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Reducing the customer’s footprint will need to be the core aim of all innovation efforts and all product lines (not just a sliver of the portfolio as it is today). Sustainability innovators will open up their creativity process, inviting customers and partners to offer innovative solutions (GE’s Ecomagination Challengeis a good example). Innovators will embrace disruption and heresy (which I’ve written about before) by helping customers use less of their products. For a glimpse of the future, see Unilever’s campaigns to get customers to reduce water use and Patagonia’s Common Threads, which offers a grand bargain: “We make useful gear that lasts a long time…You don’t buy what you don’t need.
Andrew Winston - Finding the Gold in Green Comment: some very key points here: “Innovators will embrace disruption and heresy by helping customers use LESS of their product”

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I'm a Futurist on the journey from Ego to Eco, author of 5 books (see below), and a globe-trotting keynote speaker on media, social technologies, communications and - as of late 2011 - 'Green Futures'. I am currently looking at sustainable future scenarios, biosphere-like economics and what I like to call 'ecotalism' (or capitalism 2.0...?) as well as at renewable and networked energy and the idea of possibly adapting internet, networked-society principles to the world's urgent climate and environment issues.

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