THE 2030 CALCULATOR

TitleTHE 2030 CALCULATOR
BrandDOCONOMY
Product/ServiceTHE 2030 CALCULATOR FOR PRODUCT CARBON FOOTPRINT
Category A05. Data Visualisation
Entrant FARM Stockholm, SWEDEN
Idea Creation FARM Stockholm, SWEDEN
Credits
Name Company Position
Johan PIHL Doconomy Head of Innovation
Mathias Wikström Doconomy CEO
Rasmus Keger FARM Creative Director
Shawn McKell FARM Platform Strategy
Petronella Pantreus FARM CEO
Jacob Odqvist FARM Account Director
Marcus Nystrand FARM Graphic Designer
Lisa Malmros FARM Business Development
Jari Ullakko FARM Chief Disruption Officer
Magnus Jakobsson NoA Creative Director
Patrik Kvant Jungle Design Business Designer
Ashley Stephenson Jungle Design Tech Designer
Zlatko Corluka Jungle Design UX Designer
Jan Smolko Vacuum Labs Software engineer
Tomas Fabry Vacuum Labs Software engineer
Peter Venglarcik Vacuum Labs UI/UX Designer
Helena Mueller Doconomy Head of Åland Index Solutions
Johanna Landberg Doconomy Head of Impact Banking
Jessika Bjurström Expo 2020 Senior advisor

Why is this work relevant for Creative Data?

Data input as well as data output is at the core of the whole idea, making the complex simple as a way to accelerate the much-needed shift towards impact transparency. Especially for “A05. Data Visualisation” as it truly is a “Bespoke visualizations of complex data that communicates information clearly and efficiently to consumers in a way that led to a change in behavior.” over and over again. The 2030 Calculator is an innovation in how it collects data, interacts with the user, aggregates results, enable data expansion, and facilitates transparency.

Background

Consumers are looking for increased transparency and brands are looking to provide information enabling conscious consumption. In line with their long term strategy of presenting users with the CO2 footprint on product level, Doconomy, a Swedish impact tech start-up, deiced to accelerate small and medium sized brands ability to do product CO2 calculations by themselves. The brief was to reinforce the position of Doconomy as an impact tech leader. The objective was to address the needs of the user and the deconstruction of four barriers that have until now blocked brands from impact transparency; Accessibility, Cost, Time and Comparability.

Describe the Creative idea / data solution (20% of vote)

Calculating the carbon footprint of products has long been difficult and costly, with regular LCA (Life Cycle Assessment) calculations taking weeks to complete per product. This creates a significant hurdle for brands that aspire to become more transparent. The challenge of calculating the carbon footprint of products is especially difficult for small- and medium-size brands, which is a problem since many are willing to use carbon labeling as a competitive edge. The 2030 Calculator is an innovation unlocking brand impact transparency by increasing accessibility, reducing cost and time and enable impact data comparability. As a result, creating a competitive edge for lower impact products and sustainable production. The 2030 Calculator is the first of its kind, an open plattform allowing any brand to become impact transparent in a matter of minutes.

Describe the data driven strategy (30% of vote)

We developed a database of CO2e emissions data for the cradle-to-gate emissions generated by materials used in all parts and packaging of products (by total weight of each finished part/material), average energy use for product assembly (by product category, country location, and type of energy used in assembly) and transportation (by total product weight, distance traveled and mode of transport between supplier, manufacturing facility and distribution center). To complete a product carbon footprint calculation, the user has to have production data available including the total weight of the product as well as the weight and material of each product part (or piece of packaging material), the location of each material supplier, the location of the manufacturing facility (and type of energy used) and the location of the final distribution center, including the modes of transport between them. With those data points, calculations can be made in minutes.

Describe the creative use of data, or how the data enhanced the creative output (30% of vote)

By using and refining existing ISO standards and ways of calculating impact we created a data journey that moves from raw material emissions data to impact insights and tangible results enabling product carbon labeling by any brand. The 2030 Calculator model ensures exponential growth is based on additional emission data provided by brands each time they perform a calculation, creating a growth platform for shared impact data calculations and comparable results. 2030calculator.com is available to all brands implemented as a free to use collaborative platform expanding with every material data added and calculation made. The desired future state is price tags, presenting not only the financial cost of the product but also the cost for the impact on the planet

List the data driven results (20% of vote)

The educated consumer experience is at core, the 2030 Calculator is accelerating the ability for brands to carbon label their products, a key component in conscious consumption. Over 3 000 product calculations has already been made on the platform and world leading brands are using the calculator pre- or post-production. Categories has already expanded with brands funding and/or contributing with data. Please see Emeco (Navy Chair) launch at Climate Week using the 2030 Calculator for example. The desired future state is price tags, presenting not only the financial cost of the product but also the cost for the impact on the planet. “You can't reduce what you don't measure. In order for us to tread lighter on the planet, we must first establish a universal metric of impact: Carbon. Doconomy's 2030 Calculator is exactly the type of transparency that businesses need to communicate their products' impact." Tim Brown, Allbirds co-CEO