1. Shared Economy für
nachhaltige Lebensstile:
Eine Familie stellt sich um

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• CSCP – Collaborating Centre on
Sustainable Consumption and Production
• Founded 2005, as „Think and Do Tank“ by the United
Nations Environmental Progamme (UNEP) and the
Wuppertal Institute for Climate, Environment and
Energy
• Headquartered in Germany, Wuppertal
• Currently 60 team members with interdisciplinary
backgrounds
• International scope and activities on four continents
Who we are

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Sustainable
LifestylesHabits &
Behaviour
Products,
Services &
InfrastructurInnovation
& Business
Models
+
+
=
CSCP: Mainstreaming sustainability
in consumption and production

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Source: Happy Planet Index
< 1 planet
1 – 2 planets
2 – 4 planets
> 4 planets
Consumption trends:
Does better life require more than one planet?

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Middle Class Consumer:
Bernd, Germany
Age: 34 Self-employed
CONSUMPTION
3 Planets
FAMILY
Wife (Age 33)
2 children (Age 4 and 1)
Food
• Eats Meat every second day
• Buys regional and organic food when possible, but needs to
be comfortable as well
Housing
• Middle-sized house (7 rooms) in the countryside
• Heating and energy production with wood
Living
• Jogging, skiing in the winter and playing tennis in the
summer
• Shopping once a week, brand aware
Moving
• One car (in addition to the one from his wife) as highly
dependent for getting to work and child care, shopping, no
public transport or shopping facilities in walking distance
• For holidays, likes to travel by car / airplane
Individual lifestyle hot spots and behaviour

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Material
footprint per
year
2050
2011

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Huge Space for Innovations ...

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• How can Collaborative Consumption enable Bernd to live a sustainable
life and improve his environmental and social impacts?
• How can the sustainability impacts of Collaborative Consumption
models be strengthened?
• How can the sustainability impacts of Collaborative Consumption
models be measured?
Collaborative Consumption and Sustainability

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CC Sustainability and One Planet Living
Our products, consumption and lifestyles have a
footprint:
EnergyWater
Energy
Waste Overloaded
Traffic
Social
impactsWe consume
as if we had 3
Planets
CO2

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…but we can also leave a positive handprint:
Assessing
Sustainable
Added
Value:
Well-being
Social
Progress
Usage
benefits
Ecosystem
Protection
Individual
Well-being
Community
CC Sustainability and One Planet Living
Value Systems

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…how sustainably benefits are delivered to society and their impact.
…linking consumption and production
Index of
Sustainable
One Planet
Living
Well-being
Social
Progress
Usage
benefits
Ecosystem
ProtectionIndividual
Well-being
Community
EnergyWater
Energy CO2
Waste
Land
depletion
Harmful
substances
Social impacts
=
1 Planet
Limit
Understanding the relationship
CC Sustainability and One Planet Living
EnergyWater
Energy
Waste Overloaded
Traffic
Social
impactsCO2
Well-being
Social
Progress
Usage
benefits
Ecosystem
Protection
Individual
Well-being
Community
Value Systems

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Raw
Material
Sourcing
Production Logistics Retail Usage Disposal
ValueFootprint
Performance
Safety and
Health
Social
Progress
Materials and
Waste
Energy and
Climate
Water and
Wastewater
Illustrative example only
Sustainability of Products and Services
HOTSPOT
HOTSPOT
HOTSPOT
HOTSPOT
HOTSPOT
HOTSPOT
HOTSPOT
HOTSPOT

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Impacts and Values created
How can Collaborative Consumption business models
create values and deliver positive social and
environmental impacts?
• Does cloth-swapping incentivize a lifestyle of increased and
faster consumption – or products of longer longevity and
higher quality?
• Does flat-sharing incentivize more travelling and thus higher
environmental costs – or can it be integrated into holistic
concepts which lead to a more sustainable form of travel?

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Impacts and Values created
Car-sharing:
• Car-sharing reduces car ownership (1 shared car replaces
9-13 owned cars)
• The average car-sharing vehicle is more fuel efficient than
the average privately used car -> environmental impact
• When switching to car-sharing, people also reduce the
frequency of using a car and replace it by alternatives
(public transport, bicycle, walking)
• New understanding of ownership: Shared ownership,
access over ownership
• Linking consumption to social interaction

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Collaborative Consumption in the business
sector

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How can collaborative consumption support a
change in Bernd„s daily work as an employee?
What if employees in companies and organisations start
using collaborative consumption options for their daily work,
such as car-sharing, office charing etc.?
• Cloud based Car-pooling app
• Access through: Website, Email, iCal, SMS
• Saving time, money and gasoline
• Reducing CO2 Emissions
• Increase Networking of Employees
• Economic, Environmental and Social Benefits

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How can collaborative consumption support a
change in the way Bernd‟s company operates?
Collaborative Consumption is not only limited to end
consumers. It also works B2B.
• Marketplace for sharing equipment and
services with other companies
• Access to equipment instead of
ownership
• Reducing entry barriers to industries
• Efficient use of overcapacity

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From Trend to a real Sharing Economy: How to
mainstream Collaborative Consumption?
Which role can larger companies play in spreading
Collaborative Consumption?

22. How can Retailers engage in CC and which
opportunities does this create
for CC-start-ups?

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REWE Pro Planet
“With Pro Planet we want to give our
customers a reliable orientation for
sustainably produced products.”
- Alain Caparros
REWE Group Chairman of the
Management Board
Goal
500 Million
“Pro Planet” Items labeled by
end of 2013”
Mainstreaming sustainable products for the mass
market

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Raw Material
Energy
Greenhouse Gases
Water Consumption
...
Working Conditions
Social Security
Training / Education
1. Material /
Agric. 2. Production 3. Retail /
Logistics
4. Consumpt. /
End-of-Life
Consumer Health
...
Social
Aspects
(Example)
Hot Spot Analysis
Environ-
mental
Aspects

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“Hallo Erde” campaign of REWE Group
Media
Partners
Initiative by
CSCP as Scientific Advisor,
analysing over 300 products on sustainability

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A Shifting Business focus from Production to
Social Innovation
‚Sustainable„
Products
Communicating
low-impact
product use
Innovation
After-Sales
Services
Product and
service
innovations
Service-
oriented
business
models
Leadership
for social change
& socially
responsible
business
now future
low
high
Products Lifestyles
DegreeofChange
Systemic change
Radical change
Incremental change
CONSUMPTION
SOCIETY
PRODUCTION

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From Trend to a real Sharing Economy: How to
mainstream Collaborative Consumption?
Which Framework conditions do we need to spread
collaborative consumption into all levels of society?

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• Home to sharing economy companies such as
Airbnb, TaskRabbit, MeshLabs, Getaround and RelayRides
• Mayor Ed Lee: “Make the city a national hub for the
propagation of smarter ways to cooperate and consume”
• The city wants to partner with resource-sharing focused
businesses to encourage the collaborative consumption
economy.
• Creation of a Sharing Economy Working Group
Bernd moves to San Francisco…
Bernd wants to discover what opportunities the „Sharing City San
Francisco‟ offers to his sustainable lifestyle

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“We‟re applying 20th century rules to a 21st century model”
Jay Nath, Chief Innovation Officer of San Francisco
• Adapt Legal and Tax systems:
• Example: Flat sharing (Airbnb): Should people who share their flat
pay the hotel tax of 14% or should there be more incentivizing tax
systems for these business models
• Harmonize infrastructure systems among different cities:
• Example: Parking systems need to be harmonized among cities to
make car-sharing services compatible
• Adapt the regulatory system:
• Example: Flightcar didn‟t receive a permit to operate at San
Francisco International Airport (SFO).
“We‟re applying 20th century rules to a 21st
century model”

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Culture&ConsumerValues
Value Systems
Political&Legal
Sustainability Legal Conditions
• Adapting laws &
regulation
Actors
• Insurance Companies
• Finance
• Associations
Political Framework
Conditions
• Adapting tax
systems
• Incentives
• Low-bureaucracy
• Up-scaling of CC-
start-ups
• Identifying successful
business models
• Access & Knowledge
• Internet
• Smart Phones
• Reputation mechanisms
Technology
Framework Conditions for the Sharing
Economy
Business & Technology
• Connecting CC to
public services
• Parking systems
• …
• …
Infrastructure
• Trust & Reputation
• Responsibility
• Value of ownership/
Products as Identity
• Strengthening
sustainability aspects
• Measuring
sustainability impact
Economical FactorsOther

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Framework Conditions for the Sharing
Economy
Join us! Participate in our study or send us your
comments and ideas for the top 20 framework
conditions!

32. Thank you for your attention!
Michael.kuhndt@scp-centre.org
Collaborating Centre on Sustainable
Consumption and Production
www.scp-centre.org