1. Introduction to EcoDesign
Adopting EcoDesign measures for considering environmental issues through the whole product chain
EcoDesign seeks to prevent pollution from the source during product development
EcoDesign is a way of thinking – and needs appropriate tools and methods
EcoDesign is a business opportunity

2. Life cycle thinking A product’s life cycle comprises ...
raw materials acquisition
components production
product assembly
distribution, retail, packaging
product use
(refurbishment)
(reuse)
end-of-life plus: all related transports!
Cradle to grave approach to assess the environmental performance of products and services

3. Product design effect on environment
Production, distribution, use and end of life management of energy-using products causing impacts on the environment
Approx. 80% of all product-related environmental impacts are determined during the product design phase
Considering environmental aspects in the design phase is a effective approach to improve products

4. Entry points for EcoDesign
Manufacturing. Increase efficiency
Procurement. Reduce auxiliaries variety, avoid hazardous materials
Marketing. Green sells better
Research and development. Create innovative products
Environment, Health & Safety (EHS). Improve production, improve working conditions
Quality management. Reliable products instead of throw-away products

5. Benefits from Being Green
The business point of view
Competition
Market pressure
Public opinion
Customer requirements
Customer safety
Green sells better
Innovation
Cost savings
Risk reduction
Employee motivation
Ecolabeling programmes
Companies responsibility
Corporative communication
Supply chain relationship
Product quality
Legislative regulations
Voluntary agreement

6. Benefits from Being Green
The business case: Better Energy Systems (UK)
Philosophy: “Better Energy Systems is a leading manufacturer of portable renewable energy products. We are committed to using the most effective means to develop and distribute environmentally conscious products to the global economy.”
“Through our work we aim to educate the consumer on the functionality and profitability of environmentally designed products.”
In contradiction to frequently heard argument: “customer does not ask for green products”

7. Benefits from Being Green
The business case: Better Energy Systems (UK)
Product: Solio – Solar Charger for mobile devices
Combining aesthetic appeal with being green: “cool and environmentally friendly”
Macworld Best of Show Award 2005
Solar charger is a perfect product for an environmentally conscious product
Plus educating the consumer through a very informative webpage:

8. Benefits from Being Green
The business case: Better Energy Systems (UK)
Eco-design activities:
Toxicity analysis and energy assessment performed together with Fraunhofer IZM
Identifying improvement potentials
“give more than we take” philosophy targets at: “over its lifetime, Solio will ideally produce more energy than energy used in its construction.”
CO2 neutral production by tree planting in developing countries (FutureForests)

9. Environmental work in business
IPP related environmental work is based on life cycle thinking:
Environmental Management Sysytem of own operations
Systematic supplier management
Integration of EcoDesign in product and process development
Sound end of life practice for product

10. What is IPP
Integrated Product Policy (IPP) is a key strategy for EU environmental policy
Integrated Product Policy (IPP) seeks to minimise environmental impacts by looking at all phases of a products' life-cycle and taking action where it is most effective
The life-cycle of a product covers all the areas from the extraction of natural resources, through their design, manufacture, assembly, marketing, distribution, sale and use to their eventual disposal as waste.

11. Aspects of IPP
IPP involves many different actors such as designers, industry, marketing people, retailers and consumers.
IPP attempts to stimulate each part of these individual phases to improve their environmental performance.
IPP is based on a variety of tools - both voluntary and mandatory
IPP include e.g. economic instruments, substance bans, voluntary agreements, environmental labelling and product design guidelines.

12. Subject for IPP/Ecodesign in electronics
Characteristics of electronics – “green” benefits
Shrinking products, from hardware to software
Miniaturization
Concentration (of information and data, e.g., MP3 player)
Digitalization
Portability
Function integration (Value added functions)
Electronic transport versus mechanical transport
Global village – virtual global network

13. Green public procurement
Public procurement constitutes on average around 12% of EU GDP (gross domestic product)
Great potential for using public procurement to improve the environmental performance of products throughout their life cycle
Product declaration / labelling a criteria in contract specifications
National legislation in several EU member states require green public procurement

14. Benefits from Being Green
Consumer Awareness
Results of a study in Germany (2004):
Are you willing to pay more for environmentally benign products?
Note: that does not mean, that “green” products have to be more costly

15. EU Policy and Legislation
focus: product
focus: enterprise
Integrated Product Policy
aspect specific regulations
EcoDesign: EuP framework directive (draft)
energy labelling directive
several directives planned
already existing energy efficiency directives
e-waste: WEEE
material bans: RoHS
(automotives: ELV)
environmental management: EMAS
EMAS Environmental management and audit schema
EuP Energy using Products

16. RoHS in Detail
Member States shall ensure that, from 1 July 2006, new electrical and electronic equipment put on the market does not contain
Lead
Mercury
Cadmium
Hexavalent chromium
Polybrominated biphenyls (PBB) or
Polybrominated diphenyl ethers (PBDE)
... more substances under discussion

17. Legal bans of Hazardous substances in electronic Products and Parts
Products and Product Parts with specific legal bans
Electrical and electronic equipment (mercury, cadmium, lead, hexavalent chromium, PBBs, PBDEs)
Electrical components (halogenated aromatic compounds)
Plastic Parts (butadiene, acrylonitrile, cadmium compounds, OBDE, PeBDE)
Insulation materials (CFCs and halons)

18. WEEE in General Take back requirements Recycling quotas Background
Amount of WEEE: 6 mill tons per year in the EU
Trend: 3 to 5% increase per year
Collection, treatment and recovery rates low
Treatment often difficult
WEEE contains:
heavy metals, problematic chemicals like flame retardants
valuable materials like precious metals, copper, tin

19. WEEE in Detail Annex I A: Scope Large and small household appliances
IT and telecommunications equipment
Consumer and lighting equipment
Electrical and electronic tools
Toys, leisure and sports equipment
Medical devices
Monitoring and control instruments
Automatic dispensers

20. WEEE in Detail Parties involved
Only if you are a “distributor” or “producer” you are obliged to follow the requirements of the WEEE directive
If you are a (component) supplier, the rules are not directly relevant to you
… but care for the requirements, which will be passed on in the supply chain by your customers!

21. Rates for collection, recovery, recycling
WEEE in Detail
Rates for collection, recovery, recycling
Separate Collection ≥ 4 kg per inhabitant and year
from households (per country)
Large household appl., automat. dispensers
≥ 80 w.-% recovery
≥ 75 w.-% re-use*, recycling
ICT, consumer electronics
≥ 75 w.-% recovery
≥ 65 w.-% re-use*, rec.
Others
Small household appl., lighting equipment, electrical and electronic tools (without large-scale stationary industrial tools), toys, leisure and sports equipment monitoring and control instruments
≥ 70 w.-% recovery ≥ 50 w.-% re-use*/rec.
*Until dec. 31, 2008 entirely re-used EEE not accounted for rates!

22. Producer responsibility
WEEE in Detail
Producer responsibility
WEEE from private households (B2C):
Producers install systems for take back free of cost for final user, at least take back from public collection points
Individual or collective systems possible
Producers take over cost of re-use, recycling, disposal
Distributors voluntarily (but free of cost) may take back WEEE
WEEE from other than private users (B2B):
Producer has to offer appropriate possibility for take back for B2B customers
Producer responsible for collection, re-use, recycling, disposal, and costs of „new“ WEEE

23. WEEE in detail Product design
Encourage design and production of EEE with respect to easy dismantling and recovery
Foster reuse and recycling of WEEE, components and materials
Assure that design features or manufacturing processes do not hinder Reuse
unless such specific design features or manufacturing processes present overriding advantages,
for example, with regard to the protection of the environment and/or safety requirements.
It’s up to the creativity of the member states, how to set right “measures”

24. Recycling technology requirements: Selective Treatment (Annex II)
WEEE in Detail
Recycling technology requirements: Selective Treatment (Annex II)
General removal of PWBs from mobile phones
Removal of PWBs larger than 10 square-cm
Removal of LCDs (larger than 100 square-cm), plastics with brominated flame retardants, batteries, mercury containing components etc. etc.
Remember: From 2005 on you as a manufacturer will be obliged to pay for this treatment!
adapt your product design to make selective treatment an efficient process!

25. Product information for recyclers
WEEE in Detail
Product information for recyclers
producers have to provide reuse and treatment information for each type of new EEE put on the market within one year after the equipment is put on the market
this information shall identify, as far as it is needed by reuse centres, treatment, and recycling facilities,
the different EEE components and materials,
the location of dangerous substances and preparations in EEE

26. Product Information for Recyclers
Example: Recycling passport developed in a German project
Major recycler involved
Excerpt from recycling passport (project PROMEKREIS)

27. EuP Directive in General
Overview
Energy using Products (EuP) directive is a framework directive which form the basis for future product specific directives
The directive has been adopted 6 July 2005
Harmonization of EU laws through compliance with
CE-marking
EU eco-labelled products are assumed to fulfill the EuP requirements

28. Benefits from Being Green
Eco-Labels
Status of eco-labelled products as of end of 2002
Country
Product groups
Firms
Products
Germany 94
995
3114
Nordic Countries 69
1275
4098
Spain 29
150
944
Austria 44
334
645
France 15 47
443
The Netherlands
257
360 EU 21
185
576
(reference: Rubik, 2004)

29. Benefits from Being Green
Eco-Labels - Example: The “Blue Angel”
First official national eco-labeling scheme worldwide, launched in 1978
About products and services
Approx. 710 label users in Germany and abroad are permitted to bear the Blue Angel
Electronic product range:
mobile phones, portable and stationary computers

30. Energy Efficiency EU Energy labelling directives Product categories
EU Energy labelling directives
Product categories
Refrigerators, freezers
Electric ovens
Air conditioner
Lamps
Dishwashers
Washer-driers
Tumble driers
Washing machines
(all household appliances)
Example: Washing machines - Improvements achieved
Water consumption for 5 kg coloured laundry:
1965: 180 l
1990: 75 l
2004: <40 l (note: label introduced 1995)

31. Benefits from Being Green
Business point of view
Be compliant! Example: Entertainment equipment OEM
In December 2001 Dutch customs stopped imports of a entertainment equipment due to elevated Cadmium levels in cables, exceeding legal thresholds
Consequences: serious losses for 2001 Christmas sales, OEM exchanges cables at 1.3 million devices
Lessons learned: OEM launched a Green Partnership Initiative with strict requirements for suppliers
being a “Green Partner” now is a major business benefit
Legal compliance is a “must”!
it is up to you to apply smart strategies to comply with legislation and to generate business benefits simultaneously
Next: Content – What is addressed – legal framework

32. Communication strategy
Ensure, that customers knows about our goal and visions for ecodesign
Sales division include this communication in dialogue with customers
Goal and visions shall be expressed in written as documentation
Important to communicate progress with ecodesign in product development, neverless the results hasn’t been achieved yet
A short introduction is given by the slides. Aims, complexity, organizer and the focus are clarified. The audience is addressed and advantages by taking part in the workshops are named. It’s important to put emphasis on the fact, SME playing an active roll in the workshop-programme and cooperation is needed.

33. The Business Case: TWINflex®
developed by: Würth Elektronik
printed circuit board in MicroVia technology using foil technology with flexible materials, such as polyimide or Liquid Crystal Polymer
flexible in form and function: suitable for high density flexible, flex-rigid and three dimensional circuits
foil circuit board could be mounted on a homogenous plastic or metal substrate
© Würth Elektronik
Applications
Large variety of possible base substrates
2 to 6 layers
Suitable for complete range of surface mount technology (including chip-on-board, flip chip, chip size packages, ball grid array)
Usable for heat sink applications (automotive sector, multi-chip-modules)
Conventional multilayer PCB
TWINflex: substrate and circuits seperated

34. The Business Case: TWINflex®
Environmental Aspects
TWINflex® separates mechanical and electrical functions of the usual printed circuit board
Expensive materials (like noble metal) can be regained in an efficient way
Other materials can be dismantled easily and reused without any preparation
Reduction of end-of-life costs through easy separation (preparation for WEEE implementation)
Applications of harmful substances during the production-phase can be limited by TWINflex® drastically

35. Key issues in EcoDesign
Materials (renewable resources and hazardous substances)
Manufacturing processes
Energy consumption (low energy consumption)
End-of-life (reuse and recycle)

36. Materials General recommendations:
Use as few different types of materials as possible
Avoid dangerous and hazardous substances
Avoid using materials characterized as scarce resources
Use materials which can be recycled in the established recycling systems
Reduce consumption of materials, avoid over-dimensioning
Reduce packaging
Reduce spillage and waste

37. Legal bans on hazardous substances
Products and Product Parts with specific legal bans
Electrical and electronic equipment (mercury, cadmium, lead, hexavalent chromium, PBBs, PBDEs, Sulfur hexafloride (SF6))
Batteries (mercury, cadmium, lead)
Electrical components (halogenated aromatic compounds)
Plastic Parts (vinyl cloride, butadiene, acrylonitrile, cadmium compounds, OBDE, PeBDE)
Insulation materials (CFCs and halons)

38. Energy Consumption (1) Example Personal Computer
Frequent-use product (maybe even “always-on”)
Very complex, most of the product is electronics
B2C
Lifetime average 3-5 years
Environmental aspects - Energy-efficiency
For reasons of simplification: Focus only on energy (primary energy) as “environmental indicator”
Main unit without peripheral devices (monitor, mouse, keyboard etc.)

39. Energy Consumption (2) In total approx. 535 kWh Personal computer
Production
Transportation: 50 kWh (global supply chains!)
Electronic assemblies:
ICs
PCBs
Passives / miscellaneous
Motors, fans
Housing, etc
In total approx. 535 kWh

40. Energy Consumption (3) Personal computer Use-phase
Depends on lifetime, use patterns, use of energy saving modes, stand-by
Example: 4 years average use of a Pentium III PC
In total roughly kWh*
*Note: also calculated as primary energy

41. Energy Consumption (4) Personal computer End-of-life
Assumed: state-of-the-art recycling, recovering secondary raw materials (mainly steel, copper, precious metals, aluminium)
Calculation: benefit of replacing primary material
In total approx. 70 kWh
Why is it so much less than the energy used for production?
Recycling logistics, but even more:
IC manufacturing cannot be compensated

42. Personal computer Lessons learned
Energy Consumption (5)
Personal computer
Lessons learned
Primary energy
consumption
Production
Use
Recycling
Primary energy
consumption
Production
Use
Recycling
Large influence of use patterns – use your influence on product use!
Improving production is even more important!
Don’t rely on proper recycling as your main eco-design activity

43. Summary: Get Started … 6 RE Philosophy
Re-think the product and its functions, e.g. the product may be used more efficiently.
Re-duce energy and material consumption throughout a product’s life cycle
Re-place harmful substances with more environmentally friendly alternatives
Re-cycle. Select materials that can be recycled, and build the product such that it is disassembled easier for recycling.
Re-use. Design the product so parts can be reused.
Re-pair. Make the product easy to repair so that the product does not yet need to be replaced.
[UNEP Guide to LCM]

44. Eco-design tools: Checklists
Example: Product use
What is the product‘s energy consumption compared with competitors‘ products? 
lower
same
higher
Does your product have energy saving features?
yes
under development no
Do you use batteries / rechargeable batteries in your product?
Do you know, which rechargeable batteries for your specific application are the most environmentally benign ones? (recharge cycles, materials)
Do you motivate the customer to reduce unnecessary stand-by?
Are your energy saving features state of the art and easy to use?

45. Screening the whole product life cycle (1)
MET Matrix
Material Cycle (M)
Energy Consumption (E)
Toxic Emissions (T)
Production and supply of materials and components
End product manufacture
Distribution to customers
Product use
Product end-of-life

46. Screening the whole product life cycle (2)
…and don’t forget to consider frame work conditions
Environment
Business
Customer
1st option
2nd option
3rd option
...
nth option
Benefit
Societal
Technical
Financial
Feasibility

47. How to do EcoDesign?
A Guideline for integration eco-design in a product development process: ISO/TR 14062:2002
Provides concepts and current practices relating to integration of environmental aspects into product design and development
Goal: Improvement of environmental performance of products

48. Decreasing influence on environmental impacts
How to do EcoDesign?
Stages of Product Development Process
STAGE 1: Planning
STAGE 2: Conceptual
STAGE 3: Detailed Design
Decreasing influence on environmental impacts
Feedback / continuous
STAGE 4: Testing / Prototype
STAGE 5: Market launch
By explaining the stages of the product development process the audience gets an overview on eco-design principles and can find methods and techniques fitting his product or his enterprise; important is to clarify that the presenter can’t present solutions for every eco-design task; but by giving examples and showing techniques the audience can develop own strategies and select appropriate tools
STAGE 6: Product Review
(reference: ISO/TR 14062:2002)

49. How to do EcoDesign? Eco-design activities What is the product idea?
What are the priorities for this product?
Totally new product or product improvement?
When planning a product improvement, the former generation might be an appropriate benchmark for all improvements
Overall company strategy
Consider business environment: Customer / market needs, legislation, eco-label planned, market niches, competitors products…
STAGE 1: Planning
STAGE 2: Conceptual
STAGE 3: Detailed Design
Feedback / continuous
STAGE 4: Testing / Prototype
STAGE 5: Market launch
STAGE 6: Product Review

50. How to do EcoDesign? Eco-design activities
Integrate eco-design aspects when drafting the specification for a product
Check feasibility (technological, financial)
Apply e.g. guidelines, checklists to refine the specification
Communicate with your supply chain
STAGE 1: Planning
STAGE 2: Conceptual
STAGE 3: Detailed Design
Feedback / continuous
STAGE 4: Testing / Prototype
STAGE 5: Market launch
STAGE 6: Product Review

51. How to do EcoDesign? Eco-design activities
Apply eco-design tools and data bases
Find alternatives for materials to be avoided
Life cycle scenarios
Design for assembly / disassembly
STAGE 1: Planning
STAGE 2: Conceptual
STAGE 3: Detailed Design
Feedback / continuous
STAGE 4: Testing / Prototype
STAGE 5: Market launch
STAGE 6: Product Review

52. How to do EcoDesign? Eco-design activities
Check whether a realistic implementation of environmental requirements has been achieved
Adaptations and changes in the design if necessary.
Benchmark with former product generation
STAGE 1: Planning
STAGE 2: Conceptual
STAGE 3: Detailed Design
Feedback / continuous
STAGE 4: Testing / Prototype
STAGE 5: Market launch
STAGE 6: Product Review

53. How to do EcoDesign? Eco-design activities
Communicate environmental excellence of your product
Communicate related features: quality, life cycle costs
Raise awareness among consumers
STAGE 1: Planning
STAGE 2: Conceptual
STAGE 3: Detailed Design
Feedback / continuous
STAGE 4: Testing / Prototype
STAGE 5: Market launch
STAGE 6: Product Review

54. How to do EcoDesign? Eco-design activities
Evaluate success of the product
Identify further environmental improvements for next product generation
Which innovations are next?
STAGE 1: Planning
STAGE 2: Conceptual
STAGE 3: Detailed Design
Feedback / continuous
STAGE 4: Testing / Prototype
STAGE 5: Market launch
STAGE 6: Product Review