2. The Sustainable Idea
• Sustainability evolved from curosity to be
the main focus for all business major
trends.
• Companies found very fast that
sustainable equals great business and a
strategic motor for growth.
• Consumer, no doubt, is more conscious
and demanding for sustainable and
“green” offering.
domingo, 26 de mayo de 13
3. “The world of Green Chemistry and Engineering is
complex, and requires metrics for more than one
variable to have a clear vision of a system.
Good green metrics should promote strategic analysis
and continous improvement.”.
Concepción Jiménez-González
“Green Chemistry and Engeneering”
domingo, 26 de mayo de 13
4. A Mobile Target
“ Sustainability is a
moving target that will
never be achieved in
the first trial, but it is a
process that we can
learn and anticipate
the next move.”
Roberto Smeraldi
domingo, 26 de mayo de 13
5. How about the COST?
• Great majority of consumers can not or would not want to
pay more to improve the environment.
• AND THEY ARE RIGHT! Sustainability must always
include the economical variable for long term viability.
• Otherwise, if not economicaly viable, then will not be long
term sustainable and will not solve anything.
• In order to be sustainable and have optimal performance,
product design need RADICAL INNOVATION and deep
cientific knowdledge of raw materials and final product
design.
• And this can not be more expensive! DOES GREEN AND
UNEXPENSIVE EXIST?
domingo, 26 de mayo de 13
6. Clear and consistent metrics
• Many companies are launching “green”,
“Sustainable”, “Ecological”, “Organic”, etc, products
and services, in order to gain market share or stock
valuation,
• Green? Sustainable? Why? They can not explain
clearly.
• How Green is your product or service?
• Can you measure sustainability? We Must.!
• “Green” brands are barely ever sold at the same retail
price. Are we paying for a real sustainable product?
domingo, 26 de mayo de 13
8. Our Sustainable Ring Model
COST
VOC´S
(REACTIVITY)
ECO-TOXICICITY
RECYCLABILITY
RENEWABLE
FEEDSTOCK
CARCINOGENS
LISTED
domingo, 26 de mayo de 13
9. The Sustainable Ring: A clear metric system for real green
product re-design
And.. SAME COST OR CHEAPER.
• Simple metrics that are consistent and documented.
Easy to manage in the continous improvement
process when using Radical Innovation in product
redisgn.
• Baseline: Re-disgned product must perform equal or
better to the base product.
• For new product design, all parameters must be
considered. Can not improve one despite other.
• Reformulated product improve ALL six metrics from
the Sustainable Ring. Must be auditable and
repeatable.
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10. RING
METRIC
DEFINITION UNITS
VALIDATION
CRITERIA
Cost
Sum of raw materials cost + freights + production/blending +
packaging + taxes
USD$/Kg Lower or Equal
VOC´s
Maximum Incremental Reactivity (MIR) = g O3 produzed/
g spec. VOC
For blends: Sum Product of individual MIR times mass fraction
of each blend componentS
g O3/
g produt
Lower or Equal
Eco-Toxicity
Amount of product that is considered bio-acumulable or, has a
higher chronic toxicity or, has grater green House gas effect or,
can cause depletion of the Ozone layer.
g produt
eco-tóxico /
g produt
Lower
Reciclability
Amount of product (share) that can be reclaimed and recycled
in the form of product with residual value higher than its
energy value.
% of total Greater or Equal
Renewable
feedstock source
Amount of renewable feedstock products that can be audited
renewable source.
% of total Greater or Equal
Listed Carcinogenic
products content
Amount of listed products in the RoC Report last version of
National Toxicology Program
% of total
Lower
domingo, 26 de mayo de 13
11. Business Case: Paint Thinners brand
Bansis Eco from Bandeirante Brazmo
Performance item BANSIS (Original) BANSIS-ECO (Eco reformulation)
Hansen Solubility (!D, !P, !H, !G) 16.97, 3.74, 4.40, 17.93 16.19, 6.49, 11.11, 20.68
Nitrocelullose std @90% evaporated
mass
0.84 0.82
Polyester std @90% evaporated mass 0.86 0.86
Epoxy std @90% evaporated mass 1.16 1.19
Evaporation Time (@90%humidity and
25C)
3´17” 3´36”
% Absorbed humidity 12.92 9.36
VOC´s (MIR) 4.47 3.20
Cost (USD/m3) - - 15.8%
VOC´s Reduction - - 28.41%
Eco-Tóxic Content 80% (Toluene, Xylene, DPM) 29% (Xylene)
Aromátics (listed) content 68.4% 29% (Xylene)
Renewable feedstock content 0 43% (Ethanol, Augeo SL191)
Recyclability 20% 60%
Auto parts dilution Thinner(a high volume case)
domingo, 26 de mayo de 13
12. What comes next with this innovation?
• New product lines for Industrial and Institutional cleanners
• Eco Line of solvents for Flexo printing
• Eco Surfactants reformulation
• Resin reformulation for sustainable residual products
• Solvent and emulsifier reformulation for Herbicides ( a very high
volume and high environmental impact business case)
• YOU TELL US!
• WHAT IS YOUR MAIN NEED NOW?
• WHAT ARE YOU LOOKING FOR RENEW IN YOUR PRODUCT
LINE? OUR TECHNICAL AND COMERCIAL PEOPLE IS
LOOKING FORWARD TO HELP YOU REFORMULATE AND
INNOVATE WITH YOUR PEOPLE TO HAVE SUSTAINABLE
PRODUCTS THAT CAN NOT BE QUESTIONED.
domingo, 26 de mayo de 13
13. Why is NOW the moment?
• Next 3 decades are offering a
unprecedent amount of new
businesses.
• Population increase and recent
evidence of resource wasting,
have no precent in human history.
• We are clearly already in
ENVIRONMENTAL CRISIS
• Very simple. There are not enough
resosurces if we continue using
the same consumer model. Period.
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14. We have now very clear and unquestionable
evidences of the devasting effects of global warming.
domingo, 26 de mayo de 13
15. Plain and simple: planet Earth does not have
enough resources for 7 Billion humans by 2015
domingo, 26 de mayo de 13
