Mapping the Big Green Challenge - The Skills & Learning ...

48 Chapter 5 - Expected Innovation GoalsThe distinction between 'interlinked' changes where for example the technologies and practicesinvolved are relevant to a broader shared goal (an approach which is likely to be relatively significantin innovation terms) and a series of innovations which have no intrinsic connection is captured bythe contrast between the 'systemic' and 'multiple' categories.Where ideas were considered systemic they were further divided into ones which were systemic ina ‘vertical’ sense (usually linking changes along a supply chain, often linking producers andconsumers) and, more commonly, those that were ‘horizontal’ (sharing a focus). In the latter casethe level at which the systemic ideas were targeted – e.g. household, building / site, community.(Note: horizontal systemic are just labelled systemic on the charts). Chart 19 shows all proposalscategorised in this way. The nearly 60% of proposals categorised as systemic in some ways is apositive indication that Challengers were tending to approach climate change mitigation in arounded way which might be expected to have a greater impact than a singular focus. As discussedearlier, holistic action around, say, one’s home may well make more sense to people than separatemessages about turning the lights off, putting in insulation, recycling, etc.The proportion of vertical systemic innovations, while small, is of particular interest in relation to thecreation of opportunities for niche innovations to be supported since they create relationships whichmake it more likely the innovation will become established. Proposals with this characteristic areparticularly prominent in one proposal type and arediscussed at Section 7.9: Low CarbonConnections.Chart 20 shows the level at which the(horizontal) systemic proposal operated. The40% of proposals that had a communityfocus is notable. It means that theseproposals went beyond the household levelto include issues such as transport or landuse. This is likely to be distinctive from theapproach of public campaigns by governmentwhich tend to focus on people in relation totheir individual homes and purchases. TheBuilding / Site category often refers toproposals which focused on some form ofpublic building. Some of these had strong‘out-reach’ dimensions based on models ofSupply chain7%Chart 20 - Breakdown of systemicproposals, 195 proposalsMixed9%Community40%Other2%Individual5%Household13%Building/Site14%Organisation10%community engagement and thus intended their proposal to lead to wider systemic changes. This isissue is picked up on in Section 7.6: Low Carbon Public Buildings.Appleby Ltd July 2009