Manit Rastogi - Roof & Facade

Manit Rastogi
Architect with a
Green Mission
Solar Power
Pioneers Create Firsts in
Singapore
Health
New Decontaminator
Can Save Lives
Environment
Singaporeans
Clean Up Coast

SINGAPORE ENVIRONMENT COUNCIL
ANNOUNCES TWO NEW GREEN PORTALS
Singapore’s Environmental Vision
for the Future.
youthhabitat.sg/gs2050
results
survey
Wiki page
climatechange.sg
on Climate Change
carbon offsetting
“What’s Hot”
Project Carbon Zero
mobile exhibition on Climate Change
Carbon Calculator
comprehensive slideshow

EDITOR’S NOTEBOOKOOK
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On a Slippery Slope
Iwas talking with some friends recently, trying to describe the feeling of what it was like to jump
out of an airplane. They were surprised when I said that mostly the experience was quite boring
seemed to be too much time to appreciate the scenery and not enough of the thrills one would expect.
We were jumping into a peaceful world, not going into a war zone.
of instruction before we climbed into the plane. What is thrilling is the moment you go out the door
this feeling eluded me.
During the long slow descent I had time to marvel at how vast the world is. Despite our altitude,
dwarfed, in this expanse.
I could see a few smokestacks, but they looked smaller than Match Box toys and their emissions
seemed inconsequential. The smoke came up and then trailed away — appearing to do no harm to
the environment. The valley seemed clean, green and pristine.
Why all the concern about climate change and air pollution? Unfortunately, not all the world looks
2
emissions by 250,000
tons by 2010 — which is only about 30 percent of the company’s entire emissions.
To me, that seems like a lot of C0 2
.
polluting one, it brings home how important it is that we should stop pumping garbage into the air
we breathe. Not to mention the chemicals and waste that goes into streams and lakes and oceans.
One of the environmental concerns that gets me on an emotional level is habitat loss. Not only are
we polluting our home, but we are taking away the home of many animals — as if it were our right to
do so. I enjoy going for hikes in the wilderness and it would be tragic if we lost that privilege because
of our inability to create a sustainable world.
experience I was anticipating.
Despite there being a well-marked trail, I felt truly alone in the jungle — and a jungle it was. I was
enjoying the clean air — but not so much the humidity — and the variety of plant life, until a long
black and yellow snake slithered across the trail at my feet. I was still enjoying the experience until
a prickly vine touched my arm and removed the skin at each contact point. I began to feel even less
back.
then I stepped on a slopping log and I was airborne. I was totally out of control and for that moment
when I was in the air I had no idea where I would land and what shape I would be in. I landed with
a thud, shaken, stirred, but essentially unscathed. I had, however, found the words to describe what
it feels like when you jump out of an airplane. It is, for a moment, having no control and not knowing
where you will be next.
I am concerned that this is where we are heading with the planet. We keep taking actions that we
don’t know, or don’t care, what the consequences will be. I don’t know why we seemed so determined
to kill the planet, but I think that one day, collectively, we are going to step on that log and be totally
out of control and with no idea where we are going to land.
Though there are people, like myself, that need to be protected from the environment, we should
not be going into those woods alone, it is important that we all do what we can to protect the world
we live in.
Floyd Cowan, Managing Editor
Malaysia
Celine Lim
celine@roofandfacade.com
Sharmilee Sagadavin
sharm@roofandfacade.com
Zahidah Ismail
Zahida@roofandfacade.com
CONTACT
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G+ magazine is owned and published by Roof & Facade Pte Ltd.
G+ magazine is a unique business magazine for corporate leaders
with a focus on sustainability, news and views, bringing together
market and business intelligence on Green issues pertaining to
environment conservation and sustainable development.
Its scope includes editorial themes related to the journey towards
Natural Capitalism, which involves four major shifts in business
practices.
The magazine is circulated in Singapore and reaches out to senior
organisation, including select government executives. It is also
circulation of 10,000 copies, G+ is also aimed at readership
subscriptions from tertiary institutions, trade associations, academic
institutions and government agencies.
G+ BEYOND GREEN 1 MAY/JUNE 2009
Disclaimer
Whilst due diligence will be exercised to ensure the accuracy of
information at the time of printing, the Publisher and Editor are unable
to accept any liability for errors or omissions that may occur. Further, the
insertion of advertisements, advertorial and editorial within the magazine
does not constitute an endorsement by the Publisher and Editor of G+ of
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Copyright
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Members of:
editor.indd ind
1 8/18/2009 8/2
/2009 11:25:17
17 PM

ONT
40
8
30
24
NEWS
4 SIGIntroduces New
Proprietary Coating Technology
5 Finalists of the Mondialogo
Engineering Award Announced
5 Tuna Processing Companies
Welcome Sustainability
6 Veuve Clicquot’s New
DesignBox
7 International Coastal Clean Up
COVER STORY
8 Manit Rastogi —Architect with
a Green Mission
CALENDAR
12 Launch of Eco World &
Outstanding Sustainability
Award
12 The Inaugural International
Singapore Compact CSR
Summit
13 International Coastal Clean Up
13 Carbon Forum Asia
14 Green Revolution to Drive
Growth Through Sustainable
Technology &Innovation
MARKETING
16 Creating a brand 200 times
more powerful than chlorine
G+ BEYOND GREEN 2 MAY/JUNE 2009

ENTS
34
MAY/JUNE VOL 2 ISSUE 5
20
SOLAR PIONEER AWARDS
20 Pioneers Create Solar Power
Firsts in Singapore
TECHNOLOGY
24 smart Gains Cult Status
as Testing in Singapore is
Encouraging
MANUFACTURING
26
Environmental Causes
34 BSHReplaces Refrigerators in
Brazil’s Poorer Quarters
INNOVATION
28 Cellulose —a Natural Air
Conditioner that Saves Money
and Mother Nature
HEALTH CARE
30 New Decontaminator T-Zap
Can Save Lives
FINANCE
38 Is Green a Grey Area?
ECO TRAVEL
40 A Unique Eco Tour into
Borneo’s Rainforest
ECO TIPS
42 A Natural Step to Strategic
Sustainable Development
EXECUTIVE VIEWS
44 The Clean Car of the Future
G+ BEYOND GREEN 3 MAY/JUNE 2009

NEWS
International Coastal Clean Up
Cleanup dates in 2009 in Singapore
Mangroves: Sat 12 September 2009
Beaches: Sat 19 September 2009
The International Coastal Cleanup (ICC) is an
annual event conducted in 70-100 countries,
coordinated by the US-based agency, The
Ocean Conservancy
The clean up aims to remove and collect data
on the debris from the shorelines, waterways and
This information is used for educational purposes
on marine debris issues and to encourage positive
change by submissions to governmental and
international organisations that will reduce debris
The cleanup also provides us with the opportunity
to become more aware of the impact of our actions
when we throw ‘rubbish away’ and to identify
Since its inception in Singapore by the Nature
Society (Singapore) in 1992, the ICCS has had an
average annual participation of 1,500 volunteers
making it one of Singapore’s largest environmental
The extent and scope of the ICCS has grown over the
years, from starting out on the beaches of East Coast
Park, Pasir Ris Park and Changi Beach, to pioneering
mangrove cleanups in Mandai and kayak cleanups
at Pasir Ris and enhanced education programmes
WHY THE CLEANUP IS IMPORTANT
PLASTIC BAGS
PLASTIC BOTTLES
Again, it is whales and turtles that make this
PLASTIC BITS
bellies with plastic and have a false sense of having
ENTANGLEMENT
culprits, entangling turtles, birds, snakes, crabs
TAKE ACTION
There are events being planned throughout the
to participate in the clean up with a local group and
if there isn’t an existing event happening near you,
then start one! G+
Irene Millar is the Co-Founder of Eco Leadership, a social enterprise working
with organisations to create more sustainable businesses. Irene is looking forward
to leading a team cleaning beaches in Singapore this September. Contact her on
Irene@EcoLeadershipTraining.com
G+ BEYOND GREEN 4 MAY/JUNE 2009

NEWS
SIGG Introduces New
Proprietary Coating Technology
POWDER COATING
Launched in January 2009, the new
manufacturing process employs a powder
coating technology which ensures virtually
no waste and uses no organic solvents. Like
liner, the new SIGG EcoCare Liner ensures
no taste or odour transfer and leach-free
durability. This coating comprises only a few
with the recycling process. Highly durable,
the new interior liner remains almost
SIGG is a brand synonymous with Swiss
quality, and its production of aluminium
marks a step towards a more eco-friendly
environment. SIGG also ensures there is no
compromise on health and safety standards
RELENTLESS INNOVATORS
“Our team of engineers at SIGG is relentless
in their quest for innovation, and the
Steve Wasik, SIGG Switzerland CEO.
quality and precision, Switzerland is
recognised as the most environmentally
conscious country in the world and we at
He added: “We are pleased that
Singaporeans are also environmentally
conscious, as can be seen by the consistent
ART COMPETITION
EcoCare Liner, SIGG also announced the
Competition 2009 themed ‘Celebrate
Nature’. The competition hopes to encourage
participants to draw inspiration from Mother
of environmental protection.
China, Japan, Malaysia, Singapore and
Taiwan, winners will win cash prizes and
the winners will be announced on October
6, 2009.
G+ BEYOND GREEN 5 MAY/JUNE 2009

NEWS
Finalists of the
Mondialogo Engineering
Award Announced
(STUTTGART/PARIS)
SINGAPOREANS NOMINATED
among them students from universities in Singapore. The
change, sustainable development, and the eradication of poverty in
developing countries.
QUALITY & CREATIVITY
Science
Environment Studies and Socioresponsive Engineering at
of Sustainable Technology
ANEW AWARD
languages. The aim is to encourage dialogue between people of
religious and linguistic backgrounds.
This March, the world’s major tuna processors joined forces to form the International
Seafood Sustainability Foundation (ISSF). Participating companies include Blumble
Bee, StarKist and Chicken of the Sea. The ISSF and its members are committed to tuna
sustainability and have pledged to source only sustainable tuna after September 1, 2009.
Members commit to only sourcing tuna that:
• Comes from well-managed, non-depleted stocks
•
• Has not been caught using methods that generate unacceptable levels of bycatch
•
The ISSF has appointed Dr. James Joseph, former Director of the Inter-American Tropical
Tuna Commission (IATTC), as head of the Board of Directors and the Science Committee.
Dr. Joseph is considered to be one of the world’s top tuna stock experts and led IATTC for
35 years before retiring as Director. ISSF emphasized that its initiatives will be based on
recommendations from Dr. Joseph’s independent Science Committee.
G+ BEYOND GREEN 6 MAY/JUNE 2009

NEWS
Know More,
Save More
CONSUMER OFTEN waste or use electricity without really knowing how much
they are using and how much it is costing them. A great new device has recently
hit the market that will tell you exactly what you need to know about electricity
electricity consumption. With its
large LCD display it shows the power
consumption, electricity price and
operating time of an appliance. All
the consumer needs to do is plug the
EcoPlug into a wall socket and plug the
appliance into the EcoPlug, which then
automatically shows the running cost
and energy use of the appliance. It will be
easy to compare the energy consumption
Knowing exactly how much electricity
is being used is likely to make consumer
more conscious of how they use
electricity and it will help them reduce
their carbon footprint.
Veuve
Clicquot’s
New DesignBox
VEUVE CLICQUOT says its new DesignBox is
‘Eco friendly’ is the way to go with its new
packaging.
Drinking responsibly has been taken on to
a whole new level. This time, it is about doing
your part for the environment while you drink
your favourite champagne! Veuve Clicquot
unveiled its new eco-friendly packaging
known as DesignBox at Internationale del
Mobile in April,
The DesignBox is mono-material and uses
paper only and no lamination — which makes
recycling easier. The paper used for the box
comes from forests under management of the
FSC (Forest Stewardship Council) to ensure
durable management of the forests.
The DesignBox uses less paper and is
foldable to allow optimization of transport
CO2 emissions. To celebrate the new
packaging, Veuve Clicquot commissioned and
collaborated with Tom Dixon, Front Design
and 5.5 Designers for three special installation
art pieces.
The more you know, the more you save!
www.solargy.com.sg/ecoplug.php
GROCER
DISCOURAGES USE
OF PLASTIC BAGS
IN A MOVE aimed at discouraging the use of plastic bags shoppers at Village Grocer
bags they use to cart home their groceries. The owners say this move is designed
to promote the use of reusable shopping bags. “The aim of this campaign is not
so much to rule out the use of plastic bags as to create awareness among our
customers to use only what is necessary, and that reusable bags is the way to go
while grocery shopping,” the Star quoted Bangsar Village special projects manager
Lee Joo Khim following Bangsar Village and Village Grocer’s pledge to go green.
Funds collected from the sale of plastic bags will be donated to the Malaysian
Nature Society (MNS) to help fund its Belum-Temenggor Conservation Initiative.
Shoppers can also ask for used plastic bags which are donated by Bangsar
Village patrons who drop them into the collection bin located outside Village
Grocer. Only clean, dry plastic bags are reused.
The United States Environmental Protection Agency says up to one trillion
plastic bags are distributed worldwide every year, but less than one percent is
pipes and end up in the ocean whre they can be a threat to marine life that may get
entangled in them, or see them as food which they eat — resulting in their death.
as the Falkland Islands, and in the Arctic Circle near Spitsbergen. In some areas in
G+ BEYOND GREEN 7 MAY/JUNE 2009
07_news.indd 7 8/19/2009 10:19:01 :01 PM

COVER STORY
Manit
Rastogi
— Architect
with a Green
Mission
Indian architect
and designer
Manit Rastogi
believes that
inherently
India’s designs
were always
green and
sustainable until
modern ideas
changed the way
buildings were
built.
G+ BEYOND GREEN 8 MAY/ JUNE 2009

COVER STORY
Manit Rastogi is a founder member of
Morphogenesis which was formed in 1996
after he completed his AA Diploma for which
he was awarded Honours and the Graduate
Diploma in Sustainable Energy Design and
for which he was awarded distinction at the
Architectural Association.
He has taught at the Architectural
Association, London, School of Planning
and Architecture, Delhi and the Hong Kong
Polytechnic Institute. He has been a juror on
several design and award juries.
Dispelling Myths
With his wide ranging experience in
international green design, he dispels the
popular myth that green building design and
construction are not economical and he has
long been an advocate for sustainable built
environment. “Morphogenesis,” he explains,
“aims at achieving sustainable solutions using
passive techniques of cooling such as thermal
buffers, evaporative cooling, ventilation
strategies, water reservoirs, optimising the
surface area to volume ratios and exploiting
the building orientation to achieve thermal
comfort in all kinds of climatic conditions.
“Sustainable buildings are designed to
achieve thermal comfort by reinterpreting and
adapting traditional elements and techniques
and reducing dependence on mechanical
methods of cooling. At Morphogenesis,
sustainability is a core creative value and is
practiced in the evolution of the design.
“Through most of our projects, we have
successfully dispelled the myth of high cost
being an intrinsic part of Sustainable Building
Design.”
Developing Awareness
Asked what he feels could be done to
increase the awareness of resource optimisation
of buildings and make them more efficient
in the Asian context Rastogi responded: “I
think the approach has to be multi-pronged.
On a long term agenda, the awareness has
to be inculcated right from the days of early
education and not just at the high school or
architecture education at the college level. On
a short-term basis, incentives in the form of
tax reductions and reduced tariffs on insurance
need to be provided to the developers as
monetary benefits.”
Rastogi does not believe regulators are
doing enough to make all the stakeholders of
building and construction industry, conscious
and alive to the environment friendly
requirements.
“The stakeholders are not doing enough
to build up on a ‘Building Green’ stance.
Green Building is a voluntary option and the
only way to actualise this completely in the
building industry is by making it mandatory.”
Pearl Academy of Fashion
One of Rastogi’s great successes has been
the Pearl Academy of Fashion, Jaipur. “It
is one of the first educational institutes in
India to address both cost and environmental
design as its primary goals. The architectural
parti consists of a range of multifunctional
spaces which are a seamless blend of interior
and exterior spaces. Many elements of this
thermally adaptive environment borrow from
the tradition of passive cooling techniques
prevalent in the hot dry desert climate of
Rajasthan.
“Passive environmental design helps
achieve temperatures of about twenty degrees
lower than the outside temperature, when it
reaches 47 degrees Celsius during the height
of summer. Whilst the institute has become
a successful model for cost-effective passive
architecture in desert regions, the design
and facilities of the campus complement the
ideology appropriate to a fashion institute that
seeks a global presence.
Uttarayon Township
“The key concept,” he says of another of his
outstanding projects the Uttarayon Township,
“being explored for the planning and design of
this development is the formulation of a new
urban system addressing issues of settlement
identity, dynamic and flexible infrastructure,
landscape and open space distribution, and
perceptual paradigms. Bands of services are
superimposed over the entire site, almost like a
matrix of infrastructure, which in turn releases
the area around to be formed and defined in
any number of ways.
“Through cluster planning,” he continues,
“a central focal-green and equitable
distribution of greens throughout the site, and
vehicular and pedestrian movements have
been segregated. Different layers of service
systems are employed and effective disposal
of rainwater, natural methods like planting
of reed beds and effective sewage treatment
plants allow for the waste water to be reused.
The entire services system is designed to
be a ‘plug and play’ system wherein any
building type can be plugged in to make the
infrastructure relatively more futureproof.
Residence, New Delhi
Residence, New Delhi, another project
that has contributed to Rastogi’s growing
reputation, brings together green elements
with Asian socio-cultural sensitivities. “The
house sets about to create its own terrain, a
veritable oasis, within its inscribed territory.
The forecourt is landscaped with gracious
steps and pools. Environmental design plays
an integral role in achieving a network of
green and open spaces. The house is imagined
as a porous object whereby air movement and
visual connectivity permeate into the built
form.”
Climate always seems to be a consideration
in Rastogi’s designs. “The planning,
orientation, structure and materiality of the
house respond to the essential passive energy
efficient techniques suitable to the Delhi
climate,” he points out. “It incorporates high
thermal mass in the west, earth damping for
the basement studios, landscape buffers on
the south, and high performance surfaces on
the east and a large cavity on the barrel roof
as well as the lap pool which helps with heat
G+ BEYOND GREEN 9 MAY/ JUNE 2009

COVER STORY
TERI School of Business
Leadership
G+ BEYOND GREEN 10 MAY/ JUNE 2009

COVER STORY
between man, information and environment.
Built forms are planned in self-adjusting
systems to wrap around natural obstacles in
order to preserve them. In this way, the true
potential of the site is experienced, which
then facilitates the sense of discovery and a
tectonic landscape is developed in which the
lines between the builtscape and landscape are
blurred.”
water and storm water management systems
and treatment and disposal of all types of waste
within the township help in minimizing the
impact on the surrounding developments.”
A Layer of Green
He points out that unlike a large number
of developments across India and perhaps
even throughout the world that are designed
in a conventional method with a layer of
sustainability or ‘green’ superimposed on it,
there was a conscious attempt to achieve a
development which has the various sustainable
aspects incorporated into the development
right from the planning stage.
In his advisory capacity to the Ministry
of New and Renewable Energy, how does
he foresee his declared goals being achieved
with respect to regulatory front? “The central
issue,” he responds, “is the fact that most
of these strategies are recommendatory. To
achieve goals, it is essential to have codal
requirements — which itself is an uphill task.
We are currently convincing various building
authorities and state governments to provide
a reduction in property taxes for buildings
that are green rated.”
With more than a billion square feet
of green building space currently being
constructed in India does he see the activism
picking up and does he envision India’s own
green rating system evolving soon?
“Firstly,” Rastogi states, “there may be
more than a billion square feet of building
space being constructed in India, but the fact
that only half of it may be green building
space is entirely ignored. Green building
requirements are still optional and not
compulsory. Hence, although the efforts
that are being made in this direction are
Selected Awards - Morphogenesis
exemplary, we still have a long way to go.
“India’s own green rating system GRIHA
(Green Rating for Integrated habitat
Assessment)” he explains, “is working
towards this and through numerous incentives,
we may be able to achieve green building
strategies as codal prerequisites. What is
substantially more important is the fact that
other International rating systems in India
have created a myth that Green buildings
are more expensive. This is essentially an
incorrect statement and in times of global
recession, it is essential to reinstate the
fact that green buildings are not only more
efficient to run, but cheaper to build as
well.”
Rastogi believes that Indian engineers
and designers construct green buildings in
a manner that is a significant improvement
over what is done elsewhere. “The attitude
towards green building is essentially quite
different as the method adopted here is based
on optimising local resources. To a large
extent, we have always built and designed with
limited resources and materials. “Our design
and building attitude is inherently green as
we have always built within a localized and
regionalized context and climate. We have
always been sensitive to environmental
design and it is only in the last 10 years where
we have seen buildings being built in India
in a non-green fashion at this scale. With
the onset of novel building technologies,
requirements of stringent conditions imposed
on air conditioning requirements of what is
considered ‘comfortable’ and materials which
may not be suited to the local conditions, the
green mind-set got lost. However, we have
taken that step back and are now re-looking
at passive environmental design.” G+
Minimal Impact
Rastogi say serious efforts being made
by designers in general and Morphogenesis
in particular to incorporate green building
features into sustainable urban planning.
“Definite measures are being undertaken to
incorporate green building strategies within
urban planning. In one of our projects, which
is a 600 acre township in Siliguri, North
Bengal, the aim was to achieve a development
which would give back to the community and
would have minimal impact on its environs.
“The project has been a collaboration
between the land owner, a real estate
developer, Morphogenesis, as architects, and
the state government. There are numerous
methods employed to help the development
to be environmentally sustainable. The entire
development is a largely low rise, mid density
township with minimum demands on its
surroundings.
“The resources available have been
equitably distributed throughout the township
to provide for uniform scales of development
throughout the township. Innovative waste
Project of the Year, The AIQ Awards, Israel, 2008
Best Commercial Interiors Project, CNBC AWAAZ and CRISIL ‘Real Estate Awards
2008’
Honorable mention in ED+C Excellence in Design Awards, 2008
Finalist for the MIPIM Asia Awards, 2008
Cityscape Architectural Review Special Award for Environmental Design, 2007
Cityscape Architectural Review Award in the Residential (Built) Category, 2007
A+D Spectrum Award for the «The Habitat Award for Single Residence Design», 2007
Cityscape India Award for Best Master Planning and Urban Design, 2007
Archi Design Award for the ‘Young Architect of the Year’, 2006
Indian Institute of Interior Designers- MK Award in the Recreation Category, 2006
Indian Institute of Interior Designers- MK Award in the Hospitality-Small Category,
2006
A+D Spectrum Award for «Young Enthused Architect», 2004
Stainless Innovation Awards for the «Innovation in Application of Stainless Steel Building
Architecture», 2004
Jindal Stainless Award for «Design & Innovation Excellence in Stainless Steel», 2002
Indian Institute of Architects Award for Excellence in Architecture, 2001
G+ BEYOND GREEN 11 MAY/ JUNE 2009

CALENDAR
(SDBG) representative of SBF member companies
with commercial & adoption interests in the
sustainable development sector, through facilitating
the adoption and implementation of clean and
green solutions amongst SBF members.
Launch of Eco World
& Outstanding
Sustainability Award
How Companies can gain from Sustainable Development
THE SINGAPORE Business Federation (SBF)
and Eco World will be jointly organizing a
Sustainability Seminar — ‘How Companies
can gain from Sustainable Development’ on
21 Aug 09 from 1.30pm to 6:00pm at the SBF
Seminar Room 2, 21st level, Keppel Towers.
The event will see the launch of SBF’s
Sustainable Development Business Group
(SDBG) and the launch of EcoWorld 2010 and
the Outstanding Sustainability Award.
Updates
Updates by NEA, secretariat of Inter-
Development (IMCSD) on how companies
can gain from the recently unveiled Singapore
Sustainable Development Blueprint will be
given along with presentations on Sustainable
Urban Solutions, Sustainable IT Practices and
Sustainable Manufacturing.
Speakers for the event are Mr. Teng Theng
Dar, CEO, Singapore Business Federation;
Mr. Er Kwong Wah, Chairman, Eco World
Deputy Executive Director, Singapore Business
Energy and Resources, South East Asia; Mr.
Development Board; Mr. Alex Tay, Regional
Mr. Ng Tiong Wei, Senior Engineer, National
Managing Partner, Arpels Corporate Finance
Gaining from Sustainability
from sustainable development as an emerging
focus around the world, the business case for
sustainable business practices, updates on
assistance, funding and incentive schemes
from government agencies, various business
and technology solutions related to sustainable
development industry.
The Sustainability Seminar is organized
by SBF which has set up the Clean Energy
Testbedding Community (CETC) aimed
at facilitating business and technological
collaboration amongst companies to test bed
and pilot various Clean Energy Technologies
(CET) and Applications for adoption. For
further details on joining CETC and other
clean energy and sustainable development
activities and programs, you can visit the
websites at http://cebg.sbf.org.sg/index.
htm; http://cebg.sbf.org.sg/index.htm and
also http://cetc.sbf.org.sg/ and http://cetc.
sbf.org.sg.
Supporting Partners
Supporting partners are the Economic
Development Board (EDB), Association
of Small & Medium Enterprises (ASME),
IEEE, National Environment Agency (NEA),
Singapore infocomm Technology Federation
(SiTF), Singapore Compact for CSR, Temasek
Polytechnic (TP), Ngee Ann Polytechnic (NP),
Republic Polytechnic (RP).
eventsvc/sbfevents/events20090821.jsp
For further enquiries and information, you
can contact Fion Ong 6827-6838 or email indt@
sbf.org.sg or indt@sbf.org.sg
Inaugural International Singapore Compact CSR Summit
LEARN HOW to plan, measure and implement Corporate Social Responsibility (CSR) strategies in
your organisation and discover best practices, sustainable development and excellence.
This dynamic educational experience will enable more than 300 CEOs, directors, leaders and
region to:
• Understand the latest CSR trends and developments
• Discover strategies for sustainability and success
1 2
3 4
Speakers:
1. Mads Øvlisen
Former President and CEO of Novo Nordisk
Board Member of the United Nations Global
Compact
2. Kwek Leng Joo
3. Jonathan Hanks
Convenor,
International Standard for Social Responsibility
Founding Director of Incite Sustainability
4. Olivia Lum
President, Singapore Compact for CSR
5. Thomas Bergmark
Sustainability Director, IKEA
6. Halimah Yacob
Deputy Secretary-General, National Trades Union
Congress
7. Dr Filemon A. Uriarte, Jr.
Executive Director, ASEAN Foundation
G+ BEYOND GREEN 12 MAY/JUNE 2009

CALENDAR
Carbon Forum Asia
AS THE world readies itself for the Climate Conference
in Copenhagen at the end of the year, sustainability
advocates are keeping an eye on the Carbon Market
the primary CDM market, Asia continues to be the
pulse of CDM projects, as total transacted value in the
overall carbon market reached US$126 billion.
Bringing together carbon market players, technology
experts and policymakers, Carbon Forum Asia is the
premier platform that tables the latest developments
in Asia’s Carbon Markets and its impact on the world’s
climate change landscape.
Jointly organized by Koelnmesse and the
International Emissions Trading Association (IETA),
Carbon Forum Asia 2009 is now into its fourth year.
Reinforcing Carbon Forum Asia’s position as a strategic
conduit for prominent players in the world’s Carbon
Markets, the United Nations Framework Convention
on Climate Change (UNFCCC) will concurrently hold
its 8th Meeting of Clean Development Mechanism
(CDM) Designated National Authorities (DNA) Forum
in Singapore. Carbon Forum Asia 2009 will take place
Center Singapore.
Information, please visit
CARBON FORUM ASIA: www.carbonforumasia.com
CARBON EXPO: www.carbonexpo.com
International Coastal Clean Up
Cleanup dates in 2009 in Singapore
9
THE INTERNATIONAL Coastal Cleanup (ICC) is an annual event conducted in 70-100 countries, coordinated
by the US-based agency, The Ocean Conservancy
The clean up aims to remove and collect data on the debris from the shorelines, waterways and beaches
of the world’s lakes, rivers and oceans. Since its inception in Singapore by the Nature Society (Singapore)
in 1992, the ICCS has had an average annual participation of 1,500 volunteers and average collection of
Events being planned throughout the region during September. Take action by registering to participate
in the clean up with a local group and if there isn’t an existing event happening near you, then start one!
Contact
m
Websites:
International: g
G+ BEYOND GREEN 13 MAY/JUNE 2009

CALENDAR
Green Revolution to Drive Growth
Following the success of the Growth,
Congress) 2008 in Asia, the CEO congress
on growth, is back in its second edition in Asia
A New Symposium
A fresh component has been incorporated into
Revolution 2009, this day-long symposium
will focus on smart strategies for seizing new
opportunities for revenue and customer loyalty
in a global green economy. Held in conjunction
The Frost & Sullivan global executive
symposium features keynotes, live interviews,
success stories, roundtables, and case studies on
key strategic issues that point out the real market
opportunity for green technology innovation.
The symposium will see an array of world
celebrated green thought-leaders, such as Andy
Ridley, Executive Director, Earth Hour, World
Wildlife Fund & Founder of Earth Hour and
Malaysia, the Greenest Man on Earth, share their
thoughts on incorporating green practices for a
business operation.
Key Topics
include representatives from Philippine Bio
Science Company, Cosmo Biofuels, SunTech,
Chevron, and Nanosonics amongst others.
Speaker presentations and panel discussions
include topics like:
Policy as a driver for green economy.
Is green the new gold?
momentum of organisations going green?
Sustaining the green momentum in an
economic downturn.
The symposium will also feature three
concurrent tracks to choose from:
Sustainable IT,
Smart energy
Green transportation and logistics.
The executive symposium also features
a celebration of today’s true sustainable
technology leaders across industries at the 2009
Green Excellence Awards luncheon reception.
Wall Street Journal Asia
for Global Green Revolution 2009. G+
Information
Other media partners include, Business Today, CIO Asia, ComputerWorld Malaysia, G+News, G+Magazine,
MIS Asia, and Strategic Path Asia.
To register or obtain more information on the Global Green Revolution 2009 or GIL Congress 2009 please contact
Frost & Sullivan
Frost & Sullivan, the Growth Partnership Company, enables clients to accelerate growth and achieve best in
class positions in growth, innovation and leadership. The company’s Growth Partnership Service provides the
CEO and the CEO’s Growth Team with disciplined research and best practice models to drive the generation,
evaluation and implementation of powerful growth strategies. Frost & Sullivan leverages over 45 years of
experience in partnering with Global 1000 companies, emerging businesses and the investment community from
G+ BEYOND GREEN 14 MAY/JUNE 2009

Is your organisation
already reaping the
rewards of sustainable
business practices?
If not, contact Eco
Leadership to discover
how to enhance
productivity and
reduce costs, info@
EcoLeadershipTraining.com
Eco Leadership, providing
sustainable business solutions
to future focused organisations
delivering cost effective
products and services to their
customers.
Delivering Effective Eco Practices for Leaders
www.EcoLeadershipTraining.com

MARKETING
T-Zap
— Creating a Brand 200 Times
more Powerful than Chlorine
Stefan Pertz and Doug Dean, of marketing company Launchpad explain how they turned
around the image of a company that had great products but wasn’t getting the message out.
A
The Marketing Issue
Misleading Brand Expression
First
Second
Third
Unclear Brand Promise
A similar logo
Extensive Product Portfolio
Cluttered Market
Our client (previous logo)
G+ BEYOND GREEN 16 MAY/JUNE 2009

MARKETING
C C Foong, COO of MRE Malaysia
Technology brand:
T-Zap
Disappointing Sales
Raising the Alarm
Small Issues that Add-up
Focus on the Brand Promise
Focus on the Business Model
First
Second
Third
Focus on the Brand Name: T-Zap
Product brand: Xeralife – powered by T-Zap
G+ BEYOND GREEN 17 MAY/JUNE 2009

MARKETING
Scripting the Message
Segmenting the Market
New Possibilities
Stefan Pertz, MD
Launchpad Sdn Bhd
Getting Out the Message
About Launchpad
G+
Doug Dean, Strategy Director
Launchpad Sdn Bhd
Xeralife Brand Snapshot
Origin: Malaysia
Tagline: Powered by T-Zap
Brand promise: “We will provide the
technology and applications that
effectively and safely capture and
decompose organic contaminants
to ensure your health and on-going
wellbeing.”
Global
Project Duration: 3 months
G+ BEYOND GREEN 18 MAY/JUNE 2009

ECOTIPS
A Natural Step to Strategic
Sustainable Development
Tools Exist
The good news is that the framework and
tools to achieve sustainability within your
organisation already exist and are available
to you. In fact, many global organisations
using the framework and tools in other
parts of the world.
The Framework and Tools for
Sustainability have been researched and
developed over the last 20 years by The
Natural Step. The Natural Step is an
dedicated to education, advisory work and
research in sustainable development.
Since 1989, the Natural Step has
worked with thousands of corporations,
municipalities, academic institutions and
proven that moving stra
sustainability leads to ne
reduced costs, and dramati
reduced ecological
and social impacts.
Their impressive
list of clients is varied
in both sector and
industry and includes:
municipalities in
Canada and New
Zealand, Electrolux,
ICI Paints, IKEA, Nike,
Panasonic and the
Swedish Youth Parliament
for Sustainability.
Contact Stanley.Nyoni@thenaturalstep.
org
for more details and to register.
In their promotional material the Natural
Step states: “To achieve sustainability
of our organisations and social systems.
As such, we cannot get there alone. The
ability to understand systems, engage
with key stakeholders across value chains
and innovate sustainable ways forward is
becoming a business imperative.
“To succeed in this complex and changing
context, requires a systems approach to
sustainability and a common language that
can enable effective dialogue and collective
decision-making across traditional
boundaries. And, it necessitates that we all
courage and competence to step out and
make a difference.”
The Natural Step
We are all responsible for the actions we
take and the results of these actions. With
a proven model available, we now have
the ‘how’ and an ideal opportunity to reevaluate
our current activities and amend
where necessary to ensure that we are
all operating our businesses in the most
sustainable way possible. Your organisation
has the ability to become a leader in this
and results, the long-term sustainability of
doing business well.
Website: http://www.thenaturalstep.org
G+
Rigorous Science
— Practical Solutions
The Natural Ste
Framework is a prove
that helps organisatio
make pragmatic decisions
move towards sustainabil
They have researched
science of sustainabi
and linked it to real w
applications.
Southeast Asia, to learn a
the Natural Step’s Frame
Training Programme is
launched in Singapore
September this year. This is the
ideal opportunity to learn how
applying sustainability principles that
align with your organisation’s vision and
strategic goals can lead to cost reductions
experience gained in the corporate world and a professional training
background, Irene is working with organisations to create more
sustainable businesses. Contact her on Irene@EcoLeadershipTraining.
com
www.EcoLeadershipTraining.com
G+ BEYOND GREEN 14 MAY/JUNE 2009

SOLAR PIONEER AWARDS
Pioneers Create
Solar Power Firsts
in Singapore
Singapore is encouraging the
development of solar energy through
the $20 million Solar Capability
sector projects were given awards for
is developing as a growth area, writes
Floyd Cowan.
With an abundance of sunshine it
A Strategic Growth Area
Innovative Approaches
A Living Lab
G+ BEYOND GREEN 20 MAY/JUNE 2009

SOLAR PIONEER AWARDS
Tampines Grande
2 .
Rooftop Panels
Solar Air-Conditioning
2
313@somerset
“Lend Lease has long held the belief that
just one component of a suite of sustainability
Accumulating Knowledge
Sharing Expertise
allow the company to conduct sustainability
The education sessions will focus on climate
Public Displays
Sustainability educational displays will
Website will detail all types of sustainability at
G+ BEYOND GREEN 21 MAY/JUNE 2009

SOLAR PIONEER AWARDS
Robert Bosch SEA
Mono-Crystalline
Multi-Crystalline
Thin-Film
Modular Inverter System
Performance
Testing Cells
Applied Materials
2 panels on
2
emission
Superior Performance
2
G+ BEYOND GREEN 22 MAY/JUNE 2009

SOLAR PIONEER AWARDS
Lonza
2 of sloping
2
2
emissions
Key Considerations
an absolute minimum to eliminate potential
and inspection and maintenance needed to be
Attaining Capability
National Solar Data Repository
G+
G+ BEYOND GREEN 23 MAY/JUNE 2009

TECHNOLOGY
Singapore is Encouraging
Daimler South East Asia has successfully wrapped up testing of alternative energies with
In August 2008, Daimler South East Asia
had been selected because of infrastructural
with tangible results. The maximum length
on the new hybrid technology and the diesel
synthetic diesel fuel.
Thyssen Steel
conditions, regardless of the fuel used. There
Daimler South East Asia commending
on the test stated: “We are continuously
2
trendy.”
G+
G+ BEYOND GREEN 24 MAY/JUNE 2009

52 G+ BEYOND GREEN • SEPT/OCT 2008
Vol 1 Iss 1

PANASONIC ROAD SHOW
Panasonic
Mr Ng Meng Hiong, Deputy Director, 3P Partnership
Dept, NEA, and MrIkuo Miyamoto, Managing Executive
Oceania, holding up the ‘ecodeclaration’ made by Panasonic.
– Committed to
Environmental
Causes
At their eco ideas road
shows in Singapore
Panasonic demonstrates
how it is improving
products to become more
environmentally friendly
while the company works to
reduce its carbon footprint
— but is the company
achieving its objectives
asks Floyd Cowan.
It takes a great deal of work and research to
determine how ‘green’ a company really is,
but with Panasonic, the Japanese electronics
manufacture, it is clear they are not as green as
they would like to be, but what makes Panasonic
different than many companies is that they appear
determined to be more sustainable in all their
operations. No easy task with manufacturing
and distribution facilities around the world. Just
the travel of their executives undoubtedly leaves
a significant carbon footprint.
Reducing CO 2
Emissions
Panasonic tells us they release tons of CO 2
emissions every year — what sets them apart
are their actions to lower and perhaps eventually
eliminate this negative environmental impact.
Mr Ikuo Miyamoto, Managing Executive
Officer, Corporate Management Division
for Asia and Oceania told a gathering at the
launch of their first ‘Eco Ideas’ Road Show in
Singapore that: “ Panasonic will cut 240,000
tons of CO 2
emissions over three years from
April 2007 to March 2010 through more efficient
manufacturing processes. This is the equivalent
to a 30 percent drop from 2006 levels despite
an increase in production volumes.” Panasonic
Asia Pacific has 48 manufacturing sites in seven
countries in the region, which is a key hub for
Panasonic’s global activities.
That is a great deal of CO 2
removed from
entering the atmosphere, but there is still much
more work to be done. Panasonic has committed
money to research to improve what they
create and they are getting the message out to
consumers that they are manufacturing better,
more eco friendly, products.
Creating Awareness
Panasonic’s Road Show was created to not
simply show off their products but to create
more awareness among the public. “Panasonic
has specially created this road show to declare
our ‘eco ideas’ for the region and to raise
people’s awareness on environmental issues
that the world is facing, and to challenge
them to make a personal commitment towards
overcoming these global issues,” Miyamoto
stated.
The Road Show, which opened in Singapore
and will travel to India, Malaysia, Thailand
and other parts of the world, demonstrated
products such as Panasonic’s air conditioners
that send a comfortable air current to each
person in a room by an air current robot which
directs an optimum air current by detecting
the location and movement of a person in
the room, by a sensor. It automatically turns
itself off when the room is unoccupied. In
Singapore, where virtually every building is
air conditioned, this could significantly help
reduce energy consumption.
Experiencing New Technology
The Road Show was created so that people
could experience the technologies and better
understand how each product has been improved
and will help individuals and families reduce
their carbon footprint — and save money and
the world’s resources at the same time.
Water is one area where most people could
do more to reduce their consumption. Panasonic
demonstrated two products that will reduce
household consumption of this precious natural
resource.
The tilted-drum washer/dryer reduces the
water bill and CO 2
emissions every time a load
of laundry is done. It washes with less water
because the drum is tilted in such away as to
maximise the use of water so that less is required
than with a normal drum. When drying clothes it
uses heat pump technology that cuts electricity
cost.
New Materials
When we think of toilets and water use we think
about how to reduce the amount of water when
it is flushed. Panasonic has taken an additional
approach by looking at the material that
bathroom fixtures are made of. Their new stain
resistant material makes cleaning much easier. It
is also scratch-resistant and nice-to-touch. Since
the material stays clean for a long period of time
it reduces the frequency of clean-up, which leads
to saving water. These type of developments will
undoubtedly have applications elsewhere.
While Miyamoto encourages people to “make
their own personal commitments and share
their eco ideas with other people” Panasonic
G+ BEYOND GREEN 26 MAY/ JUNE 2009

PANASONIC ROAD SHOW
Panasonic will reduce CO 2
emissions by improving
productivity in all of our
business operations. We
value to our customers and
shareholders, with proactive
environmental actions that
and the community at large.
is doing its part to improve the way they earn
money. “Under ‘eco ideas’ for Manufacturing,”
Miyamoto explained, “Panasonic will reduce
CO 2
emissions by improving productivity in all
of our business operations. We are committed
to delivering value to our customers and
shareholders, with proactive environmental
actions that will benefit our environment and the
community at large.”
‘eco ideas’ Factory
Panasonic’s environmental efforts didn’t begin
with the Road Show and they don’t end their
either. “We are also announcing,” Miyamoto
stated, “that by 2010, Panasonic will have one
‘eco ideas’ Factory each in Singapore, Malaysia
and Thailand. The Panasonic Refrigeration
Devices factory in Singapore will be the first in
the country to get the ‘eco ideas’ accreditation.”
The ‘eco ideas’ Factory is a model factory
which embodies Panasonic’s ‘eco ideas’
strategy, which aims to go beyond stakeholders’
expectations in all of its business activities with
three key initiatives: ‘eco ideas’ for Products,
‘eco ideas’ for Manufacturing and ‘eco ideas’
for Everybody, Everywhere. In particular, the
Factory promotes participation in environmental
communications and eco activities by employees
and the local community to spread Panasonic’s
‘eco ideas’.
More Efficient Less Waste
Panasonic, says Miyamoto, is working hard to
make more of its products energy and water
efficient and free of hazardous chemical
substances. “Our target is that by 2012, 80
percent of total sales in Asia Pacific will come
from eco products that are energy and water
efficient and are long lasting.”
Mr Ng Meng Hiong, Deputy Director, 3P
Partnership Department, National Environment
Agency (NEA) outlined how important it is for
agencies such as his to work with manufacturers
to protect and improve the environment. Ng
emphasised how liveable a city Singapore is,
having been ranked as Asia’s most liveable city
in the Mercer’s Worldwide Quality of Living
survey for six consecutive years. However, that
does not mean that there is no more work to be
done.
“To get the whole nation working towards
sustaining our clean and green environment,
it is critical to instil community ownership
of the environment among our people,” he
stated at the Opening of Panasonic’s Road
Show in Singapore. “In this respect the NEA
has been proactive in spearheading the drive
towards promoting community ownership of
the environment. This is encapsulated in our
3P Partnership strategy where the 3Ps represent
the People, Public and Private sectors with its
three key thrusts: Communicate, Engage and
Empower, to provide a structured approach.
Partnership Programme & Panasonic
“In the private sector,” the Deputy Director
continued, “we have key partners such as
Panasonic, who has been actively supporting
many of the NEA’s environmental initiatives
and programmes. For instance, they have
adopted St Joseph’s Institution and Cedar Girls
School under the NEA’s Corporate and School
Partnership Programme since 2008, and have
played a key role in inculcating environmental
awareness in our youth by running seminars and
factory visits for students.”
Panasonics commitment doesn’t stop there
according to Ng: “They have also promoted
environmental responsibility within their own
workforce in support of the NEA’s 10 percent
Energy Challenge. Panasonic conducted a
parallel campaign to get their 6,000 employees
to cut energy usage in their homes. This initiative
has seen an increase in staff awareness and
participation in energy conservation in office
and at home.”
“The environmental initiatives spear-headed
by Panasonic are commendable,” Ng continued
“They have demonstrated their strong commitment
to playing a part in achieving environmental
sustainability. Indeed, the ‘eco ideas’ campaign
is a good example of a manufacturer talking
stewardship of its products and processes to
mitigate any environmental impacts and serves as
a role model for other manufacturers.”
More to Be Done
Miyamoto noted: “More eco initiatives
aligned to regional, national and industry
efforts will be rolled out over the years with
Panasonic sponsoring national programmes,
partnering schools for education drives, funding
community environment projects and upgrading
its manufacturing facilities worldwide.
“Environmental degradation is happening
in many parts of the world, but the choice
is ours to reverse the trend. Panasonic
wants to play an effective role in changing
mindsets and driving individuals to assume
greater responsibility in their communities,”
Miyamoto concluded. G+
Panasonic Opens
Eco Ideas House
Panasonic Corporation has opened an ecothemed
showroom called Eco Ideas House
on the premises of Panasonic Center
Tokyo. The new facility combines Panasonic’s
advanced technologies for saving, creating, and
storing energy, and utilises natural elements of
wind, light, water and heat to showcase a green
lifestyle with virtually zero CO2 emissions in
the House as a whole. The House opened April
18th, 2009.
In October 2007, Panasonic renewed
its commitment to climate change with its
global Eco Ideas Strategy. The company has
been promoting environmental sustainability
management and accelerating its efforts
against global warming on a group-wide basis
through the three key initiatives: Eco Ideas for
Manufacturing, Eco Ideas for Products and Eco
Ideas for Everybody, Everywhere.
The Eco Ideas House envisions an ecological
lifestyle that contributes to reducing CO 2
emissions from households. It will integrate
the latest energy-efficient appliances and ecofriendly
products such as home-use fuel cells,
solar panels and rechargeable batteries to save,
create and store energy.
Japanese architecture was employed to create
a house that is comfortable in all four seasons.
Eco Ideas House is the convergence of
cutting-edge technologies and know-how of
three Panasonic Group companies, Panasonic
Corporation, Panasonic Electric Works and
PanaHome, respectively providing home
appliances, building materials, housing
equipment and the house structure.
Through the Eco Ideas House, Panasonic
offers the latest information and ideas on
ecological lifestyles. G+
Information
Location: 2-5-18 Ariake, Koto-ku, Tokyo
(On the premises of Panasonic Center Tokyo)
m2 and 2F: 141 m2)
Purpose: Showroom presenting a vision for
Access: Public tours available on Saturdays,
Sundays and Holidays. Free Admission.
G+ BEYOND GREEN 27 MAY/ JUNE 2009

INNO
Cellulose
— a Natural Air
Conditioner that
Saves Money and
Mother Nature
A common misconception is that
environmental products are very costly.
People may not consider environmental
friendly products because there are cheaper
alternatives available. However, not all
products that can help to improve your
wellbeing and preserve Mother Nature are
just expensive ‘green’ indulgences.
Keeping Cool in Hot Times
One Material, Many Advantages
First Reduce, Then Recycle!
Quick facts on Cellulose
Ï
Natural Air Conditioning Free of Charge
Ï
Ï
Ï
Ï
G+
G+ BEYOND GREEN MAY/JUNE 2009

FINANCE
Is Green
a Grey Area?
Financial Adviser Brett Waller, says that when you decide to invest in green projects you should not forget
basic investment fundamentals.
It just may be possible to save the environment by investing into
green projects such as clean technologies, alternative energy,
ocean water desalination, low and zero emission motor vehicles
and so on. The list goes on. Indeed, investors have taken to investing
in environmentally friendly firms with gusto. The questions that
must be considered include what are the risks to investors’ money,
how does one select a viable green project or mutual fund and are
investors likely to be rewarded through competitive returns?
SociallyResponsibleInvesting
Green investing is a form of ethical investing or socially responsible
initiatives (SRI). There are many forms of SRI, which dates back to
the 1800’s when Quakers refused to do business with companies
which profited from slave labour or war. Today the range of SRI
opportunities include:
• Exclusion of certain sectors e.g. gambling companies, weapons
manufacturers, tobacco related stocks, drug related companies.
• Inclusion of certain sectors e.g. renewable energy, desalination,
recycling, water source heat pumps.
• ‘Best-in-breed’ approach where firms/industries are sought out
for economic, social or sustainable practices.
Certainly, green investments fall within the gambit of SRI.
However, whether you go green or not will be determined by why
you are ultimately investing. It may be for altruistic reasons. As
long as you are comfortable with the risks in relation to earning an
early profit this could be regarded as speculation and not really a
strategy that could be endorsed. However if your strategy is long
term investing into companies with strong environmental policies
which could result in the sustainable evolution of our planet whilst
being economically viable, then that is a different story.
RISK
There are risks associated with green investing; the same as there
are risks in investing outside of SRI.
• Substantial upfront costs e.g. wind and water projects.
Undercapitalised companies have a greater chance of failing.
• Fossil fuel prices, when high, promote green alternatives but
as we have seen recently, with the plunge in crude oil prices, for
example, this has tempered consumer desire to look at hybrids or
alternative bio-fuels as serious contenders.
• The fundamental principles of investment were not always
followed as investors have rushed in to whatever was ‘sexy’.
Nevertheless green investing appears to be here to stay. There
is a growing awareness of climate change which is becoming a
major political issue globally. There are new markets being created
in response to changing consumer sentiment or indeed to growing
government regulation — companies seizing the green initiative
will be well rewarded provided they are in it for the long haul.
Add to this unprecedented global government support for
developing clean technologies, green investing could flourish as a
viable long term investment.
InvestmentFundamentals
Environmentally friendly companies need to be looked at in the same
light as we have traditionally done for other types of investing.
• Do your homework — make sure the companies you invest in
are able to make a profit.
• Be patient— green investing is not a short term proposition.
In addition, green services and products are often more expensive
than their conventional counterparts so the break-even point is
further away on a time scale.
• Diversify your green investments into as many sectors as
possible.
• Avoid basing the selection of green companies and mutual
funds based on last year’s performance.
• Your overall portfolio should be well diversified e.g. across
asset class, fund manager, fund manager style, geographically,
industry and sector. The green element in your portfolio should be
given a modest allocation, catering to your desire to be SRI aware,
yet not ignoring economic fundaments or good financial planning
practices
• Select a green mutual fund or company wisely — it is important
to research carefully, examine the fund holdings, philosophies and
strategies.
• Find a trusted financial adviser who is qualified, focuses on
quality objective advice and is able to put green investing into
its proper perspective as a financially viable portion of a well
diversified portfolio.
It’sNoDifferentforSRIs
There are currently well in excess of 200 Mutual Funds which
can be regarded as coming under the gambit of SRI. The average
investor needs to be wary when assessing the suitability of these
funds for inclusion in their portfolio. The four pillars that should be
applied to each investment decision and this is no different for SRI’s
— QVDT: Quality companies; Value for money; Diversification and
appropriate Time horizon.
Nevertheless, the investment green phenomenon is well and
truly here. Investors are driven by altruistic as well as financial
considerations in wishing to invest in to companies that help to
slow mother earth’s degradation. Consequently there is even more
pressure on companies to engage in green practices as they see the
opportunity for investor capital. Indeed, governments around
the world are offering companies useful financial incentives,
channeling money into developing green technologies as well as
enacting regulations which companies respond to as a result of new
opportunities being created.
Green investments can be rewarding from a moral, ethical and
financial point of view. In deciding to go green, however, one should
not forget about basic investment fundamentals. G+
Information
This article was contributed by Brett Waller, Senior Vice President
and a Licensed Financial Adviser Representative with ipac financial
planning Singapore private limited, which is licensed with the MAS,
Financial Adviser’s Licence No FA100003-3.
For more information, please send Brett your comments or questions
at brett.waller@ipac.com.sg
In preparing this information, we did not take into account the
investment objectives, financial situation or particular needs of any
person. Before making an investment decision, you should speak to a
financial adviser to consider whether this information is appropriate
to your needs, objectives and circumstances.
G+ BEYOND GREEN 29 MAY/ JUNE 2009

M
N
BSH Replaces
Refrigerators
P
G+ BEYOND GREEN MAY/JUNE 2009

MANUFAC-
In the kitchen, in the home of a family in one
of Brazil’s poorest areas, an old refrigerator
has been turned into a closet, while the
new one is full of vegetables and eggs. This
hardly seems the most likely scenario to be
starting an article on how a global German
company is using the Kyoto Protocol to
help protect the climate, but BSH Bosch und
Siemens Hausgeräte GmbH is making a big
contribution to climate protection while also
making perhaps an even bigger impact on the
lives of poor Brazilians.
Emissions Reduction
As part of a collaborative initiative, a Public
Private Partnership, with the Deutsche
manufacturer to apply to the UN to have the
fridge replacement campaign recognized under
— that is an emission-reduction technology for
developing countries.
The proceeds from the carbon dioxide
fridges from the latest generation at a reduced
price. The group is thus creating economic,
ecological and social value.
With its broad-reaching fridge exchange
campaign in Brazil’s socially disadvantaged
communities BSH is also making a crucial
contribution to reducing electricity
consumption while contributing to climate
protection. As a means of expanding this pilot
project, BSH intends to make use of the carbon
dioxide (CO 2
Kyoto Protocol.
Free of Charge in the Favela
The poor communities, or favelas, surrounding
the teeming Brazilian city of São Paulo contain
hundreds of thousands of ancient fridges. These
damaging gases they contain to escape. These
high electricity consumption. In conjunction
with local electricity supply companies, BSH is
exchanging the ‘energy guzzlers’ for new ultra-
The utility companies buy the refrigerators
from BSH thus meeting their statutory duty to
invest part of their sales revenue in improving
cooling performance and considerably
reduced operating costs, free of charge. The
old fridges are collected and disposed of in an
environmentally sound manner.
The energy saved as a result of the
reduced energy consumption and the
of the old fridges can — unlike chlorinated
2
equivalents under the Kyoto Protocol.
Saving Kilowatt Hours
The new fridges save an average of around 800
energy mix, this is equivalent to some two to
three tonnes of carbon dioxide per appliance
over the course of ten years. BSH is intending
2
savings from the
UN under the terms of the Kyoto Protocol, and
market.
The revenue earned in this way enables BSH
especially the poorer ones in Brazil’s favelas,
can acquire a new refrigerator. The energy
utilities are presented with an interesting
alternative to investing in new power plants,
while the replacement of obsolete fridges
mid 2009, BSH had already replaced more than
80,000 fridges.
A Personal View
Mrs. Maria de Lourdes dos Santos Sousa, is
50 years old and is retired due to disability
as she has a bad blood circulation problem
in her feet and has varicose veins. She has
always lived in the community and is married
to Mr. Genival Ramos dos Santos, 47, who
works providing general cleaning services in
companies. The family’s monthly income is
around two minimum wages, that is, around
They live in a two storey house with
and a bedroom and a bathroom on the lower
and have good air circulation. In the living
room, there is a TV set, DVD set, telephone,
dinner table, and two and three place
couches. In addition to those, there are also
portraits and a picture with an Orixá (Saint
The TV is tuned to cartoons to please
their grandchildren. In the kitchen, the old
refrigerator has been turned into a closet, while
the new one is full of vegetables and eggs. A
large table is the place where the family has
their meals. On the stove, three pans with
lunch are ready to be served.
Reduced Electricity Bill
Maria de Lourdes had six children, but only
four are still alive. She takes care of four of
her grandchildren while their parents are
at work. The children go to school and she
menu, are rice and beans — everyday. But
there are also chicken and eggs and plenty
of vegetables to help in the grandchildren’s
balanced eating habits.
Due to the new refrigerator, the family’s
electricity bill fell from R$70 and R$80 to R$23/
month. With such economy, Maria de Lourdes
is able to always help her grandchildren
— something which is a priority for her. She
buys the food they like and also help them with
school related issues.
Although Maria’s home has a TV and DVD
player many homes in the favelas cannot
G+ BEYOND GREEN 35 MAY/JUNE 2009

MANUFACTURING
is a refrigerator as it is a necessity in the
hot climate. As poor as these families are,
International Sales for BSH says, there is
more incentive for the families to keep the
refrigerators rather than selling them and
taking the cash.
More Economic Advantages
“The families are carefully selected for this
exchange,” Dirk explains. “They all sign a
contract that clearly prevents them from
doing this. In addition, those who had been
stealing electricity generally did so because
government electricity subsidy program
fridge gets them under this threshold and
then they have an electricity bill that they can
use to access other social programmes, they
have a lot of economic incentives to keep the
new fridge.
“Lastly,” Dirk continues, “in the unlikely
worst case, in which they would sell the fridge
and buy a used one again, we have still removed
one additional old fridge from the market and
replaced it with a new one. Since there are only
there is an improvement somewhere, because
someone will use the fridge.”
The programme is a requirement from
the Brazilian government and to date there
has been no mention of a time limit to it. If
the government changes the law, then the
requirement will end. “But there has only been
talk of expanding it,” Dirk notes, “Not ending
it.” G+
BSH is Germany’s Most Sustainable Company
GERMANY’S MOST SUSTAINABLE COMPANY
is BSH Bosch und Siemens Hausgeräte GmbH.
The award was given by Günter Verheugen, Vice-
President of the European Commission, to Dr.
Kurt-Ludwig Gutberlet, Chairman of the BSH
Board of Management, at an awards ceremony
in December.
Recognising Success & Social
Responsibility
“I am delighted to receive this award, which
represents a gratifying acknowledgment
of our corporate strategy, which is oriented
towards economic, environmental and social
sustainability,” said Gutberlet at the gala event
in Düsseldorf. Some 350 companies that
market products and services in Germany took
part in the competition.
The German Sustainability Award,
companies that combine economic success
with social responsibility and protection of the
environment in an exemplary manner, and use
their sustainable activities to generate further
growth. BSH won out from a short-list of three,
nominated in the ‘Most Sustainable Company’
category. The jury’s highcalibre members were
won over by BSH’s consistent
sustainability management, and
an approach to communication
on sustainability matters which
shapes its brand image.
Fit to Face the Future
The citation reads: “Their
approach to promoting the
the future is a remarkable one.”
The jury included Dr. Volker
Hauff, Chair of the Committee for
Sustainable Development, Prof.
Dr. H. J. Schellnhuber, Director of
the Potsdam Institute for Climate
Impact Research and former
Federal Minister for the Environment, Prof. Dr.
Klaus Töpfer.
The competitors were put through a detailed
selection procedure, which investigated the
extent to which their sustainability factors played
a role in their value creation chain. Strategy,
Purchasing, Production and Logistics, Products
and Services, Sales and Support functions were
all put under the microscope. The rating awarded
focused on the structures and processes of the
sustainability management.
Continual Improvement
strengths was the continuous improvement of
its products’ environmental attributes. As far
back as 1996, for instance, BSH rolled out the
Product
Environmental Analysis, or PEA.
Using this method, the environmental
aspects of the lifecycle of all new products is
investigated and taken into account at an early
stage in their development. “With our energy-
competitiveness, safeguarding our employees’
jobs and making a crucial contribution to
conserving resources and protecting the
environment,” says Gutberlet. Furthermore, BSH
is the sector’s pioneer in recycling issues relating
to the use of recyclable materials free from
harmful substances in all its products.
On the Research and Development front,
BSH is the leading light regarding materials,
an environmental management system at all
its operating locations, guaranteeing safe and
resources.
Sophisticated Management Tools
The company’s development and production
a highly sophisticated set of management
tools controls the sustainability processes, making
use of wide-ranging Key Performance Indicators
and regular benchmarking.
Social sustainability is manifested in a
broad range of measures spanning everything
from the introduction of an internal Compliance
Organization, through exacting health and
safety standards, to comprehensive training and
has documented its responsibility towards the
environment and society in its annual
sustainability report.
About BSH Bosch und
Siemens Hausgeräte GmbH
a workforce numbering with about
40,000 BSH Bosch und Siemens
Hausgeräte GmbH is currently the
world’s third largest company in
the home appliance sector. BSH
manufactures its products in 44
companies, a presence in more than
40 countries.
www.bsh-group.com.
G+ BEYOND GREEN 36 MAY/JUNE 2009

EXECUTIVEVIEW
The Clean Car of the Future
Developing appealing, politically correct and socially acceptable automobiles has many challenges
writes Helfried Scharf.
You enter the glitzy and glamorous
showroom, breathing in the rare air of
exclusivity and admiring all the desirable
driving machines with their elegant sexy
shapes — the polished paint, the shiny
chrome parts and sleek sport rims. There is
the fresh invigorating scent of handmade
leather upholstery in an interior that exudes
superior class. All this lusciousness is driven
by powerful engines that send a thrilling
growling roar through the spines of the
wannahaves. You close your eyes and dream
of being the proud owner of this prestigious
vehicle. You see yourself cruising along a
winding mountain road or negotiating city
ladies into vamps and men into machos.
Image, quality, performance, prestige
and everything else that comes with it are
the most obvious criteria for most people
when they are considering buying a new
car. That’s the customer’s point of view, but
there is more to selling cars than image.
Less Emotion for Manufacturers
The reality for car manufacturers however,
is much less emotional and much more
rational. Not that there is any less passion
amongst the designers and engineers to
make these desirable dream cars — but the
face are the greater challenges.
The current key words are greenhouse
gases, global warming, CO2 discussions,
endless demand for limited resources
of conventional fuels, regulations and
limitations, safety standards, sustainable
mobility and more and more social
acceptance and economical factors. All
these challenges have a strong impact on the
future of the business of car manufacturers.
Today the world’s automobile population
is around 900 million; by 2050 it is forecast
to be about two billion. That’s a sobering
number. Sustainable individual mobility
and goods transport are necessary for
development, growth and prosperity, and
this mobility needs to be retained for future
generations.
Under the Gun
‘Save the Earth’ is the rightful slogan
of environmentalists. Politicians and
opinion makers have quickly jumped on
the ‘save the earth’ bandwagon for many
different reasons and put pressure on car
manufacturers to reduce the pollution their
vehicles create.
It is interesting that an industry which
creates employment for more than 50
million people has been pushed into
the limelight while other contributors
to greenhouse gases, such as energy
producers, the shipping industry,
agriculture and forestry, air conditioning
for public and private buildings and the
many industrial production processes,
get less negative reaction and backlash.
to greenhouse gases — the remaining 87
percent of worldwide CO2 emissions are
from the other sources.
The Perfect Propulsion Proposition
The auto industry has taken up these
challenges — some did it a long time
ago — but sometimes more pressure
is necessary to speed up or encourage
alternative technologies or even radical
new developments. The auto industry
is undertaking all economically feasible
measures to reduce its share of bad emissions
and is actively joining the universal
commitment for reduced emissions.
So the million dollar question is: what
is the solution? The billion dollar answer
technology as a stand-alone solution. And
here’s the real challenge for automobile
manufacturers — they have to develop in
parallel a variety of technical solutions as
bridging technologies to ultimately come to
a perfect environmental friendly propulsion
proposition. The parallel development of
many solutions costs a lot of money and
R&D capacity and, last but not least, —
time.
The Solutions
greenhouse gas emissions is of course
to optimise the current conventional
technologies for petrol and diesel engines.
All manufacturers are working high-speed
on this. Another direction is to have clean
fuels and develop alternative fuels or fuel
blends such as synthetic fuels or fuels
derived from waste material. There is
evidence that such alternative fuels burn
with fewer emissions.
Compressed natural gas (CNG) as a
fuel substitute is another popular solution
being offered. Another approach is exhaust
after-treatment technologies — or ‘bluetec’
solutions. Those technologies further reduce
emissions — thus making the vehicles
more environmentally acceptable. Another
approach is the hybrid technology which,
With the development of longer-lasting
and better quality batteries electric vehicles
are making a comeback and this ‘zeroemission’
technology seems to have a bright
future for those customers operating their
vehicles within a limited reach. Another
‘zero-emission’ technology is the Fuel-
Cell technology which is also an electric
propulsion system, however the electrical
energy is produced when the driver needs
it (via a chemical process producing
electrical energy, heat and water).
A Bright Future?
So does the future look bright?
Yes and No. Car manufacturers
work overtime to make
alternative and new vehicle technologies
available for their customers — however
the necessary infrastructure needs to be
put in place — just imagine all those shiny
futuristic and hip cars running on hydrogen
… and there is no refuelling station in
sight….
It will take more than new transport
solutions: governments, communities
and energy providers have to put in place
the necessary legislative and physical
infrastructure to support future vehicle
solutions which, for a change, are not the
responsibility of the car manufacturers.
It must be a combined effort to mix the
winning formula.
Coming back to the customers — they also
need to adapt to the new solutions in their
individual mode of transport. A Fuel-Cell
vehicle or a battery electric car will lack the
(sometimes adrenaline pumping) sound of
a combustion engine — there will be merely
a buzzing sound. Our cities will become less
polluted with greenhouse gases and with less
noise. Pedestrians will have to be aware that
it might be even more dangerous crossing
the streets as those stylish futuristic vehicles
will be very quiet. Future generations will
get used to that — and thanks to all the ecodiscussions
of today and the technology of
tomorrow— they will still be able to enjoy
sustained mobility and freedom of life.
When they walk into a glitzy showroom
they will still be able to smell the exclusive
air of — clean transport solutions. G+
Info
Helfried Scharf has been working in the auto
industry for over 30 years and has observed
the trends in the automobile industry and
personal view.
G+ BEYOND GREEN 44 MAY/JUNE 2009

E
O
A Unique Eco Tour into
Borneo’s Rainforest
Dr Ross Perry provides
all the reasons for
going on a real Eco
tour with the Friends
of the National Parks
Foundation and those
who have experienced
the trip will tell you
what a thrill it was.
Why would you want to give up your vacation time
to trek into the rainforest when you could have a
more relaxing time on the beaches and in the spas of
Bali? For a unique experience and a great adventure in Tanjung
Unexpected and Exhilarating
While a jungle massage might be much appreciated this eco
else: “What an unexpected and exhilarating experience it was to
that works to assist the government with its conservation
to become part of a team of entrepreneurial friends who aim to develop
insights and understanding of the issues where support is needed and
What’s involved?
By riverboat you will travel upstream through several jungle habitats
G+ BEYOND GREEN 40 MAY/JUNE 2009

ECOTRAVEL
Drh. Bayu Wirayda (in long blue pants)
explaining FNPF projects to ecotour group
May 09. Rainforest jungle, villagers and village
houses in background.
given the opportunity to plant some tress
and learn how you can help make a positive
An Opportunity to Learn
destructive environmental impact that it
gain an understanding of what is involved
and what we can and need to do to support
providing information that will help others
understand the damage being done through
past inappropriate government decisions
Before returning to Bali you will have time
to experience indigenous jungle village culture
way to spend your summer vacation they
provide you the opportunity to learn from the
and knowledge that would assist the people
Wirayudha would be very interested in
G+
Upstream on the main river and at the harbour
and unsustainable gold mining methods
For your accommodation that night you
have the choice of either sleeping and/or dining
Restoring the Rainforest
The following day you will travel further
upstream along the unpolluted arm of the river
to a small village where rainforest restoration
is practiced and reforestation and sustainable
You will see a lot of practices that have been
the interface between jungle rainforest with
can have on the environment you will be
The return journey downstream includes
and other animals used to be given treatment
to rehabilitate the animals so that they can
government policy is required for it to become
Local Knowledge
The local people are willing to share their
knowledge and teach you their customs that
you will gain insights into when you inspect
you will learn about restoring health without
ARRANGE YOUR ECOTOUR
Get a group of family and/or friends
together. There are group discounts.
Contact Dr Bayu Wirayudha,
Director of FNPF.
Drh I Gede Nyoman Bayu Wirayudha.
Friends of National Parks Foundation
Jalan Bisma no 3 Ubud - Gianyar
Bali, Indonesia 80571
Email: pkaler@dps.centrin.net.id
www.fnpf.org
+62811398052 mobile
G+ BEYOND GREEN 41 MAY/JUNE 2009

INFRASTRUCTURE
G+ BEYOND GREEN 36 MAY/JUNE 2009

INFRASTRUCTURE
CDL
®
Designed and built with environmental sustainability
project in Singapore to be constructed with a
wide range of recycled materials for its structural building
components. Tampines Concourse was awarded the BCA
Green Mark GoldPlus this year, and is a sterling example of
materials to reduce the usage of natural resources in the
construction process.
Setting a Bench Mark
Mr Kwek Leng Joo, Managing Director of CDL, at a ceremony
for National Development, explained the CDL’s bold move to
® development, “This
G+ BEYOND GREEN 37 MAY/JUNE 2009

INFRASTRUCTURE
Prote
to reduce our carbon footprint. For many years
now, we have been consciously monitoring and
and Safety policy.
foray into uncharted territory, we hope to
encourage more Singapore corporations
to take a stronger stand in tackling climate
change. In addition to Tampines Concourse,
we have also embarked on neutralizing the
operations. Going CarbonNeutral ® is in
line with CDL’s overall Corporate Social
Responsibility (CSR) commitment.”
Green Materials
The ‘Green Concrete’ that was used for
Tampines Concourse comprises a number
of sustainable materials,
namely copper slag, recycled concrete
aggregates (RCA) and ground granulated blast
furnace slag (GGBS).
Apart from sustainable construction
materials, other prominent green features
include a natural day-lighting system to
leverage on natural lighting in areas such as
an innovative, indoor non-compressor fresh
air cooling system for smart temperature and
humidity control. This system uses water as
a cooling agent instead of ozone-depleting
chemical refrigerants to cool incoming outdoor
air through a natural heat exchange process.
Together, these features are expected to result
in energy savings of over 620,000 kWh per year,
resulting in the lowering of the building’s
carbon footprint.
Contribution to Sustainability of
Environment
Bow Tan, Minister for National
ment who was at the launch of
pines Concourse building stated:
new building has two notable
lus project with innovative
onmentally-friendly features, and
®
lopment in Singapore and Asia
The building sector is the third
gest contributor to Singapore’s
bon emissions,” the Minister
nd transport sectors. Commercial
nd institutional buildings in
particular, contribute some 16
Jilin
percent of Singapore’s carbon emission. To
reduce the carbon emission levels of buildings,
we will need to minimise their resource
consumption. This means optimising the energy
usage of the buildings and reducing the use of
carbon intensive materials, such as concrete.
The key stakeholders of the built environment,
i.e. the developers, designers and builders,
play an important role in promoting resource
the sustainability of our environment.”
Twin Objectives
Building and Construction Authority noted
how important it is that buildings become
greener. “Sustainable construction through
the use of recycled materials is an excellent
strategy for Singapore’s continuing journey of
sustainable development,” he stated. “It serves
the twin objectives of prolonging the lifespan
an alternative to natural materials that have
to be imported. CDL’s holistic approach to
ject
G+ BEYOND GREEN 38 MAY/JUNE 2009

INFRASTRUCTURE
environmental friendliness, especially in
its use of sustainable construction methods
and materials, has not only made Tampines
Concourse an important milestone for CDL,
but also an example and benchmark for the rest
of the building industry.”
The establishment of Tampines Concourse
as a CarbonNeutral ® development is a
forward-looking approach towards longterm
sustainability and represents a natural
progression of CDL’s commitment towards
building greener properties.
Also on hand for the launch of Tampines
Concourse was Mr Andrew Tan, Chairman of
CEO of the National Environment Agency. “We
are happy to note that CDL has incorporated
energy saving features and technologies from
the design stage for this new development.
energy savings for the development, and will
design in their buildings.”
Net Zero
In turning this development CarbonNeutral ® ,
CDL will reduce carbon emissions to ‘net zero’
(tCO2-e) for 2009. The amount of CO2-e to
total estimated CO2-e generated during the
construction phase (5,243 tCO2-e) and for the
forward, the building’s carbon emissions will
which is estimated to be approximately 1,500
tCO2-e per year.
Carbon Neutral Protocol
®
development status was facilitated by The
CarbonNeutral Company, one of the world’s
companies with a proven track record of
working with 300 large organisations and 200
Underpinned by a well-recognised standard
known as the Carbon Neutral Protocol, every
tonne of carbon sold by The CarbonNeutral
Company is guaranteed such that, any shortfall
is made up for in the unlikely situation of a
project failure.
“We are privileged to be working with CDL
as they extend their leadership position on
sustainability by taking Tampines Concourse
CarbonNeutral ® , Jonathan Shopley, Managing
Director, The CarbonNeutral Company said.
“This means CDL plays its part in a solution
to tackle climate change as they chart a course
Shopley added, “Businesses in Singapore now
have a viable alternative to demonstrate their
commitment to the environment by locating in
Tampines Concourse.”
The estimated CO 2
emissions generated
during the construction and annual operational
phases of Tampines Concourse have been
projects in Asia through The CarbonNeutral
Company.
Funding Three Projects
For 2009, the carbon credits CDL has purchased
under this exercise will fund three projects in
Asia, including one renewable energy project
two resource conservation projects (Fujian
Project in China). All three projects have
Development Mechanism (CDM) projects.
projects would be unviable. Beyond generating
of life for the local community. This is also in
line with CDL’s commitment to CSR.
Given the continual development of new
an annual basis, throughout the building’s
lifetime.
® development
for like-minded businesses looking to enhance
their position as an environmentally conscious
company and reduce their carbon footprint. G+
G+ BEYOND GREEN 39 MAY/JUNE 2009

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