Crystal Faraday:So far, so good

David Bott

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Initiatives to date….

• In March 2005, the UK Government issued a cross departmental strategy document

• It has sections on sustainable consumption and production, climate change and energy, protecting natural resources and enhancing the environment and a fairer world

• But…• …most importantly

it has a section called “ensuring it happens”

Which bits of government are involved?

• Office of the Deputy Prime Minister• Department of Work and Pensions• Department for Transport• Department for Culture, Media and Sport• Foreign and Common Wealth Office• Department for Environment, Food and Rural Affairs• Department of Trade and Industry• HM Treasury• Department for Education and Skills• Department of Health• Department for International Development• Home Office• Ministry of Defence

..and are relevant to industry?

• Office of the Deputy Prime Minister• Department of Work and Pensions• Department for Transport• Department for Culture, Media and Sport• Foreign and Common Wealth Office

• Department for Environment, Food and Rural Affairs

• Department of Trade and Industry• HM Treasury• Department for Education and Skills• Department of Health• Department for International Development• Home Office• Ministry of Defence

What do DEFRA and DTI do?

• Resource Minimisation– Envirowise– Market Transformation Programme (MTP)– The Carbon Trust

• Waste as a Resource– Waste & Resources Action Programme (WRAP)– National Industrial Symbiosis Programme (NISP)– Environment Agency (EA)

• New Technologies– The Technology Strategy Board

• Technology Transfer– The Faraday Network ( Knowledge Transfer Networks)

To which they added

• The Business Resource Efficiency and Waste (BREW) programme

• Which takes the extra landfill tax the government aims to collect over the next 3 years and puts it into the existing programmes

• Year 1 – Envirowise £12m– MTP £2m– Carbon Trust £3m– WRAP £4m – NISP £2m– EA £2m– TSB £50m

Not forgetting…

• Sustainable Development Commission

• Environmental Industries Unit• National Non-Food Crops

Centre• The Technology Strategy Board• And DEFRA’s core activities

What are Faradays?

• Government funded - through DTI and EPSRC– Promoting active flows of people, science, industrial technology

and innovative business concepts to and from the science & engineering base and industry.

– Promoting the partnership ethic in industrially-relevant research organisations, business and the innovation knowledge base.

– Promoting core research that will underpin business opportunities.– Promoting business-relevant post-graduate training, leading to

life-long learning.

• Four are closely associated with sustainability– Mini-Waste - waste reduction– First Faraday - land remediation– Pro-Bio - biocatalysis– Crystal - green chemical technologies

9 Seminars & Workshops(on Feedstocks, Separation Technologies and Batch to Continuous

Processing)

EPSRC DTI

Sustainable Development Awards

Chemical Industries Association

Environment, Sustainability& Energy ForumESEF Awards

Royal Society of Chemistry

Sustainability MetricsCrystal Awards

Institution of Chemical Engineers

Crystal Faraday

Facilitating the Uptake of Green Chemical Technologies

Green Chemical Technology - 2004 Roadmap(and three launch workshops and Green Product Design workshop)

£10 million EPSRC Funding in 4 calls

Scorecard

• The government’s goals are good, and it has made an effort to stop “initiative overload”, but it needs a more delivery oriented approach

• The various trade associations and learned societies that represent the chemicals and chemistry using industries are trying to work together

• Of the 3224 chemical companies and the larger number that use chemistry, it is difficult to judge how many are engaged

• The general public are not convinced by any of this!!

Why it’s not easy….

It’s an old question…

• ..why don’t people buy the (our?) new products that are better (for the environment)?

• They do - or at least some of them do.• Actually some of them do quickly, others take a little time to be persuaded, and others will always hang back.

• It has been looked at by many in marketing, and they have some observations we can use

The Diffusion of Innovation

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Rogers

Innovators- first 2.5% of individuals in a social system to adopt an innovation

Venturesome and eager to try new ideasHave more years of formal educationHave higher social statusHave substantial financial resourcesAble to cope with high degree of uncertaintyContacts outside peer groupMay or may not be respected by peers

Early Adopters- next 13.5% of individuals in a social system to adopt an innovation

Respected by peersMore integrated part of the local systemOpinion leaders - potential adopters look to them for advice and informationChange agentsRole models for other members of social system

Early Majority- next 34% of individuals in a social system to adopt an innovation

Deliberate before adopting new ideaAdopt new ideas just before the average member of a systemInteract frequently with peersRarely hold positions of opinion leadershipProvide interconnectedness in the system's interpersonal networks

Late Majority- next 34% of individuals in a social system to adopt an innovation

Approach innovations with caution and scepticismAdopt new ideas just after the average member of a systemAdoption may be due to economic necessity or peer pressureUnwillingness to risk scarce resourcesUncertainty about innovation must be removed before adoption

Laggards- last 16% of individuals in a social system to adopt an innovation

Hold on to traditional valuesResistance to innovationsLast to adopt an innovationNear isolates in the social networks of local systemSuspicious of innovations and change agents

Rogers

The Chasm

Moore

Moore suggested thateveryone after earlyadopters needed a different strategy

…because theythink differently

from the first to takeup technology

The Other Chasm

It turns out that after the Early Majority there is another break in behaviour

The Late Majority need more of a push

and the Laggards need a big

push

You need a phased approach

• Innovators supply the new ideas and technologies– We just need to sit back and enjoy the show!

• Early Adopters take up these ideas because they recognise them– So all you have to do is communicate what is out

there• The Early Majority need a bit of persuasion

– Standards (either governmental or supply chain) will make them move

• The Late Majority need threats as well– Legislation will finally get them to change

• The Laggards will never “get it”– And will die from the Legislation!

What have we learned?

• This takes time - be patient!!• Too many initiatives confuses everyone!• Consistency is really important• You need to tell people what they want to know…

• …not what you want to tell them!• You need to listen to every stakeholder you can imagine…

• …and then be prepared to discover there are some that you didn’t!!

• The Force is with us!!

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And lots of thanks to..

• RSC - Alejandra Palermo, Jeff Hardy• CIA - Suzan Gunnee• IChemE - Trevor Evans• Crystal Faraday - Neville Hargreaves, John Whittal, John Hudson

• DTI - Russell Laverty, David Golding