| Title | THE 2030 CALCULATOR |
| Brand | DOCONOMY |
| Product/Service | THE 2030 CALCULATOR FOR PRODUCT CARBON FOOTPRINT |
| Category |
C07. Corporate Purpose & Social Responsibility |
|
Entrant
|
FARM Stockholm, SWEDEN
|
|
Idea Creation
|
FARM Stockholm, SWEDEN
|
Credits
| 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 |
| Zlatko Corluka |
Jungle Design |
UX Designer |
| Ashley Stephenson |
Jungle Design |
Tech Designer |
| Tomas Fabry |
Vacuum Labs |
Software engineer |
| Patrik Kvant |
Jungle Design |
Business Designer |
| Zlatko Corluka |
Jungle Design |
UX Designer |
| Johanna Landberg |
Doconomy |
Head of Impact Banking |
| Jan Smolko |
Vacuum Labs |
Software engineer |
| Jan Smolko |
Vacuum Labs |
Software engineer |
| Tomas Fabry |
Vacuum Labs |
Software engineer |
| Ashley Stephenson |
Jungle Design |
Tech Designer |
| Peter Venglarcik |
Vacuum Labs |
UI/UX Designer |
| Helena Mueller |
Doconomy |
Head of Åland Index Solutions |
| Peter Venglarcik |
Vacuum Labs |
UI/UX Designer |
| Johanna Landberg |
Doconomy |
Head of Impact Banking |
| Helena Mueller |
Doconomy |
Head of Åland Index Solutions |
| David Lindström |
Doconomy |
Design Director |
| Gustav Nordebrink |
Nordebrink Studio |
Senior Designer |
| Henrik Sundberg |
2050 |
LCA consultant |
| Tony Lanz |
2050 |
LCA consultant |
| Jonas Persson |
2050 |
LCA consultant |
| Jessika Bjurström |
Expo 2020 |
Senior advisor |
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 in line with their purpose 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 (30% 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 injecting responsibility at core in creative e-commerce 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 platform allowing any brand to become impact transparent in a matter of minutes.
Describe the strategy (20% 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/brand/retailer 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 execution (20% 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 results (30% 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
Please tell us how the brand purpose inspired the work
Doconomy's purpose is to enable a sustainable lifestyle for all and aims to provide digital solutions to help us all live in a more sustainable way. Doconomy believe that people want to contribute to save the planet, but are hindered by insufficient tools to do so. The objective in this case 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.
The 2030 Calculator is an innovation injecting responsibility at core of creative e-commerce 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, both cornerstones in enabling a sustainable lifestyle for all.