madrid fusion
DESCRIPTION
research about the emerging green architecture.TRANSCRIPT
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Santiago Alfonso
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Sustainability? What is
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How does the marketand consumer value
the ecology discourse?
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What is happening in the world?
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The energy model based in fossil fuel consumption, is
unsustainable
What is happening in the world?
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What is happening in the world?
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Provokes the climatic change belching to the atmosphere tons of greenhouse-effect gases, preventing from supplying
energy to all the inhabitants of the planet
What is happening in the world?
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What is happening in the world?
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With the actual population growth tendency, in year 2050 we will be 9.000 millons of human beings. With the desire of living in the
“first world”, we will need 5,5 planets
What is happening in the world?
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The world is facing an economic and financial crisis that is undermining the fundamentals of the capitalist system: loss of trust/not easy credit for companies/demand or
consumption stopped/increased unemployement…Uncertainty
What is happening in the world?
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What is happening in the world?
In many countries, originating bubbles-which affect sectors like natural stone-and make
difficult the access to a home for young people and low rents
Real estate speculation
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Society is asking for solutions; also to the companies, or at least rewards those
that make and effort
What is society asking for?
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What is society asking for?
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Developing countries cannot accept paying the excess of the first world: equal CO2
emissions rates.They want to be seated in decision making
forums:G:20
What is society asking for?
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The ecologist ask for a compromiseFrom the citizens around the 3R:
ReusingReducingRecycling
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ask for the economic sustainability to be based in a viable growing model, one that does not
prioritize short term or the financial engineering.
Economy Nobel prize
What do opinion leaders think?
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What do opinion leaders think?
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“There is no other way thangreen economy” (Stiglitz)
What do opinion leaders think?
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The construction of buildings has to be done so that consumption of energy does not
take up 1/3 of the global supply. (Green Building Council)
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Sustainable architecture. “Excess time have ended; no more squandering
money now we have to respond to the challenge. I don´t know if that is good or bad, but it is what it is. We have to save energy.
Make green architecture”. (Lamela y L. De Garrido)
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“Now everything has to be green. And it is real, because if not we are dead.” (Frank O.Gehry)
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Look back to the products we have close to us, taking advantage of the huge
technology developments to cook them some other way
(Redzepi; Santi Santamaría; Angel León; Dani García; Jamie Olivier)
Ecochef and green cooking:
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Ecochef and green cooking:
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“ Meeting the needs of the present generation without compromising the abilities of future
generations to meet their needs” Brundtland Commisision definition ( 1987)
What does we understand as sustainability?
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ECOLOGY: neologism proposed in 1868 by the German biologist Ernst Haeckle, Darwin disciple;
refers to the relationship of the population with its environment. Nowadays it is understood as the
study of the relationship between the human being and the
biosphere, the alteration of the ecosystems and the environment conservation measures
What does we understand as sustainability?
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Here we can talk about general human ethic as preservation of nature values and
the biosphere in general, thinking supportively in future generations
What does we understand as sustainability?
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Live and leave life for Future generations
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Greenconsumption increases…
If
Is the demand for green increasing?
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Accordint to the biggest study made up to datein 10 countries with 20.000 people:
79% of consumers would buy products from companies that reduce their impact in
the environment; mainly in markets like Brazil y China.
Source: Sustainable Futures 09 (Havas survey, abril 2009)
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Source: Sustainable Futures 09 (Havas survey, abril 2009)
89% of people would buy green products in the next 12 months.
Accordint to the biggest study made up to datein 10 countries with 20.000 people:
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Source: Sustainable Futures 09 (Havas survey, abril 2009)
Accordint to the biggest study made up to datein 10 countries with 20.000 people:
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35% of the consumers would agree to pay “extra” for green products.
Source: Sustainable Futures 09 (Havas survey, abril 2009)
Accordint to the biggest study made up to datein 10 countries with 20.000 people:
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Some Conclusions
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Consumers are still worried for aspects of longer term, like sustainbility, even in
crisis time
Some Conclusions
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Some Conclusions
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They are hoping for the companies to lead the change and “help” the consumer to show a more sustainable behavior in the daily life
Some Conclusions
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Some Conclusions
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The consumer is becoming more active and ready to reward, more than punish,
the responsible companies
Some Conclusions
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Some Conclusions
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For the companies, a key issue is the understand which aspects fo sustainability
are more relevants in brands
Some Conclusions
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Some Conclusions
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The sustainability is an oportunity of creating brand value in the long term.
It is a great challenge for the actual business model
Some Conclusions
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Eco-nfusion
Green color does not guarantee sustainability
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There is “eco…” usage abuse, as well as “bio…” i.e.: Cersaie fair and Maramomacc
2009
Eco-nfusion
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It is desirable more seriousness and self regulation of the companies, some kind of
proof is going to be needed in the end
Eco-nfusion
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In the area of sustainable architecture, certifications like “Cradle to Cradle” mark
the difference. As well as the LEED certificates or CTE in Spain
Eco-nfusion
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Eco-nfusion
At the end, who lies pays, consumers nowadays hold the power in the
relationship.Transparency!
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Mc Donough William, “Cradle to Cradle”
Goleman Daniel, “Inteligencia ecológica”(ecology inteligence)
Sempere Joaquin, “Mejor con menos” (better with less)
Makower Joel, “Strategies for the green economy”
Makover Joel, “The green consumer and the E-factor”
Some interesting readings
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