Powered by Kaleidoscope

+ ENERGY - Summary and Observations

General Observations

From the invention of the electrical grid and the first motorized vehicles, we have spent our time designing more and more ways to use energy. We are now at a point where we realize that our energy consumption has gotten out of hand and is taking a large toll on the Earth. A trend has finally started to take responsibility for our over consumption and begin steps to reduce our energy usage.

As our demand for electricity and fuel has slowly turned into an energy crisis, it has become both essential and profitable for companies to invest in cleaner energy production and energy saving technologies. The past decade has seen huge advances in alternative energy sources, cleaner fuels, and energy efficient products. Advances in greener energy that have been discussed for years are finally being pushed into reality.

Green energy technologies are developing very quickly and in many different directions, making it hard for the general public to keep up. People have become overwhelmed and lost in all the competing technologies and options. There is an ton of ever changing information about green energy alternatives and ways to conserve energy but most of it is just words. We need to find ways to really educate people on how to turn their desire to change into actual change.

All the contributors to The Greener Grass stated the biggest need/opportunity within Energy to be EDUCATION. Education is needed all levels. To clearly educate people on how much energy they consume, on how to effectively reduce their energy consumption, and on what new technologies are available and how they compare to existing alternatives.


Here is a look at some of the topics we discussed within the Energy category:

Solar Power



Solar power has become one of the most effective small scale energy generation alternatives. It converts the sun’s energy into electricity, used to power homes and products. Solar power’s negative byproducts are minimal and mostly produced during the solar panel’s production process, not in the energy generation itself.

Advances in solar power have been huge over the past few years. Many companies have put a lot of effort into making solar panels more affordable, easier to install, and more efficient. Solar panels are at a point where they are a plausible and effective way of producing electricity.

Solar panel roofs, which provide electricity to entire building, have become one of the largest applications of solar power. There has also been a surge of solar powered gadgets and devices such as lights, bags, vending machines and more. In these cases, solar panels make the devices self-sufficient from an electrical point of view, reducing our energy consumption and allowing them to be used off the grid or in places where electricity is not available.

An important side effect to note about solar power, and other alternative energy sources, is that they also drive products to be more energy efficient. The amount of energy provided by alternative sources is still comparatively low so they work better running devices with low energy requirements. This drives the development of higher efficiency products. For example, if you want to develop and street lamp running off solar power, the light source has to be efficient enough to run through the whole night off a small solar panel. This pushes not only towards better solar panels, but to more efficient light sources.

What can we do?
1. Stay educated on advances in solar power and other forms of alternative energy production.
See posts: Nanosolar Powersheets; Maglelv Wind Turbines; Salt Water as an Alternative Fuel;
2. Consider purchasing solar powered products.
See posts: Sun Table; Solar Cool.
3. Look at solar panels for new buildings or retrofits onto existing homes and businesses.
See posts: Sharp Solar Systems.


Architecture


Homes and industrial or commercial buildings use a lot of energy. There are many things to consider when constructing or renovating a building to be more energy efficient. Energy efficient architecture choices can save the owners or occupants significant amounts of money on their energy bill while reducing the building’s impact on the environment.

The most widely recognized green architectural rating is the Leadership in Energy and Environmental Design (LEED) system. It is used for developing high performance and sustainable buildings of all types. One of the 6 main areas it looks at is energy efficiency. LEED ratings started off as voluntary but are quickly becoming required in many cities. Although many factors of the LEEDs ratings are up for debate, the system as a whole has make big improvements in the energy efficiency and sustainability of buildings.

A lot of attention is being paid to the energy efficiency of new buildings, but there are also a lot of changes that can be made to older buildings or homes to help improve their efficiency. For example lower ceilings and better windows help keep energy used for heating to a minimum and the addition of more natural light reduces the amount of energy required for lighting.

Building green buildings is only half of the battle. We also need to fill our buildings with more energy efficient products. Lower energy light bulbs, and more efficient appliances and heating/cooling systems are also needed.

Sustainable building techniques have become part of most architectural education programs, but there is still a huge need to educate people who are purchasing or using buildings. Housing brochures mention square footage and number of bathrooms but not a home’s energy efficiency. Incentives for lowering your home’s energy bill need to be more significant and should be expanded to incentives in mortgage rates for energy efficient homes.

What can we do?

1. Respect LEEDs requirements and Energy Star recommendations when building.
See posts: Lloyd Alter Interview; How will the U.S. Green Building Council L.E.E.D us to a better tomorrow?
2. Consider energy efficiency when renovating existing buildings.
See posts: Managing Energy in a Historic Office Building Interview; John Robbins Interview.
3. Use more energy efficient light bulbs, appliances and heating/cooling systems.
See posts: Are Compact Fluorescents the Way of the Future?; Energy Star.


Electricity Consumption


Electricity grids have been one of the largest technological advances in human history. It has changed the way we live, eat, work and communicate. Developing countries have put a lot of effort into finding new ways to take advantage of electricity, greatly increasing both our consumption and dependence on energy. Energy consumption and demand has slowly exceeded the amount of energy we can produce and the amount of pollution the Earth can handle. Drastic steps are needed to reduce the amount of energy we use without taking away from the lifestyles that people have become accustom to.

One significant step in reducing our energy consumption is to simply make products more energy efficient, meaning they do the same thing but require less energy with which to do it. There are two big factors to making more energy efficient products: Motivating companies develop them and educating people on which products are the most efficient. Educating consumers is the first step. Energy Star had done an excellent job in creating an energy efficient rating system that is simple and recognizable. Energy Star labels help people make informed decisions about which products are more energy efficient, and by how much. Growing acceptance of Energy Star rated products and other energy efficient alternatives is increasing demand for these products, in tern motivating companies to develop and produce them.

An important motivator to get consumers to buy more energy efficient products is to educate them on how much electricity they use. Household electricity monitors or smart metering need to be rolled out on a large scale. Seeing your real-time consumption information will help individuals become more aware of where and when they use energy and encourage them to find ways to cut down. Real-time consumption information and rates will also help people cut down their energy usage during high rate peak times. The development of products such as large scale batteries that charge at off-peak times for use at peak periods, will also help reduce the strain on electrical grids.

Energy consumption is more complicated than most people realize. Energy consumption is not limited to the amount of electricity we need to run products, but also the energy needed to produce, transport, and dispose of those products. Everything we consume involves energy to produce. The more we waste, the more energy we consume.


What can we do?
1. Pay attention how much electricity we use in our daily lives.
See posts: The (no so) Great Power of Consumption; Chris Jordan Interview; John Robbins Interview.
2. Purchase more energy efficient products.
See posts: Energy Star;
3. Reduce our waste.
See posts: Lynn Landes and Zero Waste Interview;
4. Turn off lights and powered devices when not in use.
See posts: Household Electronics Standby Mode Energy Consumption.


Transportation

With the number of vehicles on the roads globally reportedly topping a billion over the next 3 years, transportation has become one of the largest uses of energy. As the demand for fuel has risen, so has the price, conflict, and pollution associated with it. This has caused consumers, manufacturers and governments to start making changes. Changes are being made to make vehicles more efficient, to explore alternative sources of fuel or energy, and to cut down on pollution.

Cars are slowly becoming more energy efficient but they are still a major source of pollution and energy consumption. The most significant thing that we can do is to stop or limit our use of cars. Car pooling, taking public transportation, walking or biking, all greatly reduce our personal energy usage.

Personal transportation is just one small piece of the transportation energy discussion. The other part of the discussion is the transportation of goods. From hybrid locomotives with 40-60% energy savings, to regenerative braking cranes that recycle the energy of lowering containers for lift loads, to ships that switch to cleaner gas in the harbors, and truck routes that reduce idling time by avoiding left turns - some of the most interesting approaches to saving energy we came across were in the field of transporting products.

Shipping by boat was one of the most efficient modes of transporting goods. By traveling in a horizontal directions only (not up and down in the air) and the ability to carry very large loads, container ships are as much as 100 times more efficient per pound of freight-mile than air freight, with similar greenhouse gas savings. Advances still need to be made in the balance of trade to make sure that ships, as well as rail cars, aircraft and trucks, are all carrying goods in both directions.

Although economies of scale and transport efficiency improvements mean that non-locally grown food and products may be greener than you might think, buying locally still the simplest way to avoid excess energy usage in shipping. Smarter labeling needs to be implemented to help consumers make informed decisions about where their products came from and how much energy was used in their transportation.


What can we do?

1. Buy locally.
See posts: Park + Vine Interview; Notes on Food and Transportation;
2. Drive less.
See posts: Public Transportation Benefits Calculator.
3. Use more efficient means of transporting goods.
See posts: Interview with Intermodal Shipping and Maersk Line Part 1, Part 2, Part 3; Venture One; The Greenest and Meanest Cars of 2007; UPS takes the Right Approach to Save Energy; Hybrids Hit the Rails.



Education

Education about energy usage, energy efficient products, and energy generation alternatives need to happen on all levels. The information is out there, but we need to make it part of our daily lives. People need to be educated to take responsibly through actions and informed decisions.

We need to start better educating students about energy issues. Starting at elementary school, up to date energy topics need to be discussed and integrated into the everyday curriculum through math problems etc, to help raise awareness and change habits early on. Energy issues also need to become part of profession education programs. Energy issues should be discussed in architecture, design, engineering and business programs to give the next generation of professionals an even greater respect for energy and motivation to implement change.

Most importantly, we need to find ways to educate consumers. Products and initiatives such as smart metering, energy saving tax initiatives, Energy Star, product origin labels, and more, all help to provide people with the information and motivation to make informed energy saving decisions.


We hope that The Greener Grass coverage of ENERGY had been informative and helped to motivate energy saving changes in your personal or professional lives. Over the next week we will be posting some concepts and ideas that were inspired by our research into the topic or ENERGY.

Labels: ,

The Greener Grass is produced by Kaleidoscope, a product development consultancy in Cincinnati, Ohio.

+ The Future of Health & Wellness: 4 Scenarios

Asking yourself “What If?” can be a powerful tool for looking into the future. We’ve created a few scenarios that paint a picture of the future of health and wellness along a variety of very different paths. Some of them might seem farfetched, but use them as stimulus for disruptive, innovative thinking. No matter what you come up with, stranger things have happened. Ask yourself how your organization, friends, or family would respond. Create your own scenarios.

This is the third of three parts of our Health & Wellness analysis. Be sure to take a look at the first two parts:

5 Health & Wellness Consumer Archetypes
5 Trends Driving Health & Wellness



Young until I die
Spearheaded by the latest advancements in life science, anti-aging treatments become affordable to nearly everybody in Western economies. The effects are startling.

With the aid of anti-aging treatments, consumers are effectively frozen in time. Baby Boomers always say they don’t feel a day over 30, and now they don’t look a day over 30 either. The treatments are safe, easily administered at anti-aging clinics that are similar to the ones of today, and affordable to anybody with a middle-class income.

Markets quickly change shape in response. Traditional age-based segmentations collapse into three segments: children, adults, and the very elderly. Social dynamics are transformed equally rapidly, changing the playing field dramatically for dating, athletic competition, and other institutions. Even family is affected: parents look the same age as their adult children.



Locals only
In the wake of countless food safety scares, European middle class consumers reject anything not locally sourced, with Americans following closely behind. Only low-income consumers are forced to buy products sourced from abroad, leaving producers scrambling to retool their infrastructure in response. When the dust settles, few of the old guard companies are left in positions of dominance; the majority of marketshare is captured by once-small companies that were able to scale up their operations to meet demand.

Prices rise substantially as a result of rising raw materials costs, but profits stay about the same for manufacturers and distributors. The balance of power shifts in favor of local producers of raw materials and other inputs, who control the resources that consumers demand.



Wellness check
With insurance costs spiraling out of control, and absenteeism and other health-related issues dragging productivity down, employers take action. Employers have run credit checks on prospective employees for years, employers are taking it once step further by running comprehensive wellness checks on candidates.

Unwilling to take the chance of hiring someone that will be sidelined by wellness issues- whether mental, physical, or emotional- employers are demanding access to detailed, private information about your wellness. If they’ll be billing you at an hourly rate, they want to know how many hors you’ll be missing next year from that bad back of yours. They want to know how well you’ve handled stress in the past, if you’ve seen a mental health professional (and why), and how that will affect their bottom line in the future. The net result is that younger, but less experienced candidates sometimes make the cut over a more experienced applicant with potential wellness issues.



The bad old days
Faced with too many products, treatments, services, and fads that promise everything and deliver nothing, consumers reject health and wellness across the board. We look back on today as the peak of health and wellness adoption: from here, consumers slide back into their old habits. They know fast food isn’t great for them, but at least they understand it. They know they should be exercising, but without any idea of where to start, they just give up and do nothing.

Labels: ,

The Greener Grass is produced by Kaleidoscope, a product development consultancy in Cincinnati, Ohio.

+ 5 Health & Wellness consumer archetypes

These archetypes represent some of the many segments of health and wellness consumers. Please don’t mistake this for a comprehensive overview of the category, because it isn’t. Instead, use it as a starting point for your own initiatives. This is only a snapshot. Take what we have and build on it- and if you can share the results with us, please get in touch and let us know if it helped. This is the second part of our Health & Wellness analysis. Our 5 Health & Wellness Themes & Trends were the first part, and the third part will be a series of scenarios that outline some possible directions for the future of Health & Wellness, so be sure to check out everything if you enjoy this.



The Champ
A subscriber to magazines like Men’s Health and avid consumer of energy drinks, The Champ represents health & wellness as fitness and nutrition. To The Champ, the body is a machine, and getting optimum performance from that machine depends on giving it the best inputs. The Champ sets the bar high for him/herself, looking to pro athletes for fitness routines. These consumers are like mechanics on a NASCAR team, constantly evaluating new products and activities, looking for something to give them an edge. They hold manufacturers to the highest standards regarding sourcing, ingredients, and performance, but they’re more than willing to pay a premium for it.

There aren’t very many Champs, but they’re very influential tastemakers and gatekeepers. They’re always doing research, reading labels, comparing results with their peers, and they serve as sources of information among their not-so-hardcore friends. The Champ is a leading driver of adoption and opinion among mainstream consumers.

Relevant Links
Breaking through the myths: An interview with fitness and nutrition expert Alan Aragon
Interview with WheyUP! founder Erik Rothchild



The Explorer
The Explorer is a xenophile, always looking for new, different experiences. Explorers look at health & wellness as a journey, not a destination. They love trying new products, services, and ideas, especially those from other cultures. For The Explorer, health & wellness is most definitely as much spiritual, emotional and mental as it is physical. In comparison to The Champ, The Explorers expectations are relatively modest, because they evaluate health & wellness offerings as a holistic experience, not simply on the results.

The key to engaging The Explorer is to create rich, multi-sensory experiences that take them to another place. Use sound, scent, and tactile elements in conjunction with visual components to bring something new and different for The Explorer.

Relevant links:
Everybody Eats! An interview with Earth Source Produce
Vertically integrated beverage innovation: An interview with Amelia Bay
Be The Change: An interview with One Planet, One Solution



The Retrofit
Health & wellness is part of nearly every demographic segment, not just the young. The Retrofit represents the face of health & wellness among the older members of the population. Their motto is “Living stronger, longer,” and they’re dedicated to making the most of their older years. Retrofits show us that health & wellness is for everybody, that it’s empowering, not intimidating.

For Retrofits, wellness isn’t just taking vitamins and exercising, it’s about a positive outlook that’s the foundation of their entire lifestyle. Retrofits recognize that although they’re older, it doesn’t mean they have to sit in rocking chairs doing crosswords and knitting for the rest of their lives like their parents did.

Retrofits keep an open mind. They’re always learning: about new products, new activities, new sources of information (and how to use them), and about how to keep their minds, bodies, and spirits well.

Relevant links:
Kate Beckstrom: The future of elderly care
Retirement centers and healthy living: An interview with Lodge Retirement Community
Designing for the elderly: An interview with Modern Plastics Editor Matthew Defosse


The Progressive Professional
The health & wellness lifestyle isn’t a sacrifice for The Progressive Professional, it’s a lavish indulgence. They work hard, and look to health & wellness solutions to temper the stress of their intense work environment. They represent the new, luxurious face of health & wellness that doesn’t ask consumers to make tradeoffs to be well.

The Progressive Professional will spare no expense in spoiling him/herself and his or her pet. Just as she wants to balance her life, she wants her pet’s life balanced as well so she shops at retailers like WestPaw for products that mean something. They’re happy to spend significant amounts on the latest supplements, personal care products, spa/gym memberships, massage and relaxation therapy, or anything else that balances out their life and takes the edge off the stress of their professional life.

Relevant links:
Drink better, live better: An interview with VeeV founder Courtney Reum
Handcrafted, organic dog biscuits: A conversation with Robbie Dawg President Lisa Fortunato
WestPaw Design: Care for your pet, care for your planet



The Average Achiever
Not everybody in the health & wellness space is a superhuman fitness guru. In fact, most of them are just average people who are making progress slowly but surely: The Average Achiever. These consumers emphasize the maintenance and preventive care component of health and wellness- not everybody wants to The Champ.

The Average Achiever has been trying to make health & wellness part of their life for years, but hasn’t really gotten on board until just now. Although it might seem like she’s a laggard, she’s actually an early adopter among her group of friends. She’s the catalyst that gets her friends involved, whether that means starting a running club, making a book of healthy recipes, or recommending a new supplement. Her friends listen to her because she represents something attainable, not an idealized figure in a magazine.

As such, she’s a key influencer, and an important part of the health & wellness adoption cycle. To engage The Average Achiever, give her information that’s relevant, concise, and actionable, but never overwhelming or intimidating. Give her solutions that are digestible, tangible, and straightforward, but still effective, with measurable results that help her see that she’s making progress.

Relevant links:
Wellness in the workplace: An interview with FRCH's Sarah Phillips
Healthy living delivered: An interview with Door to Door Organics

Labels: ,

The Greener Grass is produced by Kaleidoscope, a product development consultancy in Cincinnati, Ohio.

+ 5 Trends Driving Health & Wellness

We know that The Greener Grass needs to be more than just a collection of interviews, because there are plenty of other people doing interviews. Our goal is to add value by listening to experts, then distilling what we've heard into themes, trends, consumer archetypes, and scenarios that are concise, relevant and actionable. As product developers, it's what we do every day for our clients, and The Greener Grass gives us the opportunity to apply our skills toward designing a better future for all of us- we hope it can be a way for us to give back to the community. Each unit in The Greener Grass will follow this format: 4 or 5 weeks of interviews and research, followed by our analysis, and finally our concepts for products and services that embody the key takeaways from the interviews and analysis. We'll be posting our product and service concepts next week, so stay tuned. In the meantime, check out the archive of all our interviews. With that said, here's the first part of our analysis on Health & Wellness: Themes. Please share your reactions, additions, or questions in the comments!


Theme #1: Confusion is the problem, authenticity is the answer
One of the main issues confronting consumers is an overabundance of contradictory information, and a lack of resources for evaluating that information. One minute running is good, the next minute it kills you. Apples are healthy today, deadly tomorrow.

People are bombarded by information from every direction: in media, on the shelves, word of mouth, and every other channel. In the face a staggering array of products and services that can be overwhelming and intimidating, many simply give up. They know that half the information is good, they just don’t know which half.

"Human nature is to simplify things as much as possible, but things aren't always simple."
Alan Aragon

With hype and overstatement running rampant through the category, the key to earning the consumer’s trust is authenticity, transparency, and honesty. Nobody expects health and wellness solutions to be perfect, they just want the truth. Only by being honest can health and wellness providers build dialogues and relationships with consumers built on trust.

Relevant links:
Drink better, live better: An interview with VeeV founder Courtney Reum
Cereal box makeover
Breaking through the myths: An interview with fitness and nutrition expert Alan Aragon



Theme #2: Corporate wellness is gaining steam and here to stay

Insurance costs are higher than ever, for both individuals and institutions. Absenteeism continues to be an issue, and productivity dips severely for workers that are suffering from chronic ailments. Saddled with these expenses, employers are turning to proactive wellness programs to create a healthy workforce.

"Corporate wellness programs are very popular. Of course, being in HR, we see insurance costs going up and employee absenteeism on the rise. So we started a wellness program to try and combat all of these things. And Its definitely about keeping the employees healthy, but not just physically healthy."
Sarah Phillips, FRCH

Corporations are responding with a variety of comprehensive wellness programs that increasingly address more than just preventive health care. They emphasize holistic wellness: stress management, healthy relationships, fitness, even good personal finance habits. These programs aren’t a fad, but simply the first generation corporate wellness initiatives.

Relevant links:
Wellness in the workplace: An interview with FRCH's Sarah Phillips
Businessweek asks, "What's a wellness program?"
Corporate wellness programs on the rise




Theme #3: Sourcing matters

We heard again and again that sourcing is a key part of many health and wellness brands. Once an invisible piece of the supply chain that consumers didn’t know or care about, in the wake of product recalls and safety scares, sourcing is now scrutinized. They want to know exactly what ingredients go into their products, and where those ingredients came from.

"You're going to see costs rise in all kinds of products that were formerly sourced in China, because it's a massive industrial country with cheap labor. If you lose that supplier, costs are going to go up across the board, not just in food. So is the customer going to be willing to pay the higher price? I don't see where they'll have much choice."
Jason Crandall, Amelia Bay

Perhaps the most meaningful facet of sourcing scrutiny is that cost is no longer the primary factor. Consumers are increasingly willing to pay a premium for sourcing they feel good about. With the health of their families on the line, peace of mind is something that commands significant value.

Relevant links:
Everybody Eats! An interview with Earth Source Produce
Vertically integrated beverage innovation: An interview with Amelia Bay
NPR reports on localism



Theme #4: Consumer sophistication is high and growing rapidly

Health and wellness consumers are smart and getting smarter. They’re also skeptical. They’ve been burned by decades of hype and overstatement, thousands of products and services that don’t work, frustrated by bureaucratic insurance and healthcare systems.

People are looking deeper. Empowered by the social media and other parts of the internet, they’re reading labels, asking questions, and talking about it with each other- and the rest of the world. They’re responding to the information overload by using the tools at their disposal to dig through everything and help each other make sense of it all.

We wanted to make it ring true and hit home, because consumers are very astute. People are going to wise up to claims like "a portion of proceeds," whereas ours is very tangible and specific, and nobody can really question where it's actually going.
Courtney Reum, VeeV

For people shaping the direction of health and wellness products or services, it means that consumers will hold you to increasingly high standards. They’ll see any inconsistencies or inadequacies out there, and let you know about them. Do the right thing and listen.

Relevant links:
Drink better, live better: An interview with VeeV founder Courtney Reum
Be The Change: An interview with One Planet, One Solution


Theme #5: No more tradeoffs
The next stage in the evolution of health and wellness will be come when health and wellness no longer means sacrifice. This evolution will come in two ways. First, consumer attitudes will change: they’ll begin to enjoy things that used to be chore, such as exercise and healthy foods. Second, providers of products and services will create new offerings that are more sophisticated, bringing to market experiences that don’t require sacrifice.

"We use organic cheeses from Wisconsin, grass-fed beef from Colorado, organic unsalted peanut butter from upstate New York, we use chicken that is hormone and antibiotic free, we use bacon from Applegate Farms which is nitrites and nitrate free. All of the ingredients we use are human grade, they are of the highest quality. I guarantee that some people don’t even eat the high quality bacon we use."
Lisa Fortunato, Robbie Dawg

Like “glamorous green,” the next generation of health and wellness products will engage users with rich, blissful experiences that bring them closer to optimum wellness. It’s the best of both worlds: foods that are delicious and seemingly indulgent, but rich in nutrition. New activities that stimulate our minds and bodies while bringing us together to have fun. Corporate wellness programs that make everybody feel better about their work life while reducing expenses and improving the bottom line. The list goes on.

Relevant links:
WestPaw Design: Care for your pet, care for your planet
Healthy living delivered: An interview with Door To Door Organics
Handcrafted, organic dog biscuits: A conversation with Robbie Dawg President Lisa Fortunato

Coming tomorrow: Health & Wellness consumer archetypes

Labels: ,

The Greener Grass is produced by Kaleidoscope, a product development consultancy in Cincinnati, Ohio.