SD Vision - Halyps Cement

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8 The unity of eco-innovation and social innovation is highly important to design the next steps of sustainable development. of building codes to expansion of pilot «high performance standard zones» to wider areas. When we think of the city of the future, we must really stretch our imaginations to recognize the demand for environmental sustainability as an opportunity to improve life in cities, using technical and social innovations to transform our cities for the better. What is your personal opinion about the Masdar City Project in Abu Dhabi? The Masdar City Project is wonderfully inspiring, showing the world what can be to blend social and technical eco-innovation when starting from a blank slate. There is no doubt in my mind that some important lessons can be learned from the Masdar design process, even while we are in a signifi cantly different situation in Europe. Much of our work in cities must be devoted to renovating buildings already in place, working with transport options within existing street patterns and so on. Our rich history gives us a special challenge as we aim simultaneously to preserve and to innovate. The International Chair for Eco-innovation at the University of Paris: a strong commitment for sustainability The new International Chair in «Generating Eco-Innovation» at the PRES UniverSud Paris (a federation of research and higher education institutions in the Île de France region of France) proposes a programme of research and innovation devoted to environmental protection, with a special focus on energy, mobility and construction. The fi ve founding members of PRES are: Université Paris Sud 11, Université de Versailles Saint-Quentin-en-Yvelines, ENS de Cachan, Ecole Centrale Paris and Supélec. The PRES encompasses 200 research laboratories in the scientifi c domain (chemistry, engineering, physics, medicine, mathematical biology, information science, natural and human sciences); more than 3,000 doctoral researchers and 5,500 researchers and academic staff. Italcementi Group has participated, through Ciments Français, in the creation of the new Chair. Italcementi will support the future development of the Chair’s programmes by promoting in-depth investigation of important subjects like CO emissions, biodiversity and the development of new 2 construction materials. «The creation of this international Chair enables us to further strengthen our commitment to eco-sustainability, also thanks to the dialogue and co-operation with the Universities involved and the other companies taking part in this project», explained Enrico Borgarello, Italcementi Group Innovation Director. Other major corporate groups participating in this project are: Alstom, SNCF, GDF-Suez and SAUR, together with Ademe (Agence de l’Environnement et de Maîtrise de l’Energie).
Green and social must go together Life in a constantly changing environment requires continuous adaptation. This is how innovation is defi ned. Rejecting change management condemns us to a quick death. Along this way green and social innovation must go hand in hand. André-Yves Portnoff is Director of the Observatoire de la Révolution de l’Intelligence at Futurible International. In 1983 he co-authored the fi rst French report on the immaterial society, an issue he examines in depth in his more recent publications. He works as a corporate consultant on global capital assessment, perspectives and innovation. In the following interview André-Yves Portnoff focuses on present consumers’ needs as well as on the future of eco- and social innovation in the urban environment. «Change» is a key word of our day. Of course this is not the fi rst time in the history of mankind that someone says «The Times They Are A-Changin». Nevertheless today the need for a change has ceased to represent the point of view of a minority group, to become a wide and diffused perception the world over. The global climate is changing and people on the Planet are trying to face the challenge, which mainly means changing the common paradigm of economic and social growth. The present recession has Interview with André-Yves Portnoff Director of the Observatoire de la Révolution de l’Intelligence, Futuribles International made the situation unclear: in the near future shall we simply aspire to be rich again in a business as usual scenario, or should we rather try to achieve a more sustainable world growth pattern? Ever since the great classics of Chinese philosophy, Heraclitus of Ephesus and Buddha, we should know that «there is nothing constant except change». But we do not like to admit it because change leads to our death and forces us to take responsibility, to quit habits. Life in a constantly changing environment requires continuous adaptation. This is how innovation is defi ned. Rejecting change management condemns us to a quick death. The fundamental question in politics as in business or personal life is that of time: do we act only under the pressure of immediate issues? Are we looking ahead to anticipate the problems of tomorrow and after tomorrow? The present Great Recession creates situations of urgency. But if we do not have the courage to take on long-term issues, not only will the future take revenge but we will only treat the symptoms of the crisis and fall rapidly back into another more serious crisis. And yet, we are witnessing a trend towards revisionism and denial of the climate change issues. This is irresponsible. In the industrialized countries consumers’ demand for intangible values in products and services is increasing. What are, in your opinion, the key-values of the modern consumers? For three decades, there has been both a desire to consume ever more material goods and a demand for growing immaterial aspirations, which is not entirely contradictory. Anyway, man is not a fully rational being, contrary to the absurd credo of the neo-classics. People increasingly want to exercise their free will and buy what suits their values. If distrust in institutions and companies – therefore in brands – increases, disappointed consumers will turn to the cheapest products. The Internet introduces a new factor, reducing the information asymmetry that privileged the supply side, the professionals rather than the consumers-citizens. The latter now avail of an increasing number of tools on their computers and telephones, to compare offers by thousands of 9
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