Gunter Pauli - The Blue Economy

The Blue Economy
towards a culturally rich and sustainable society

with economic growth
100 Innovations
10 years
100 million jobs
Prof. Dr. Gunter Pauli

Founder Director of the ZERI Foundation
Member of the Club of Rome
Professor Systems Design at the Faculty of Architecture Politecnico di Torino © 2010, Pauli
SVN 29th of April, 2010
Friday, April 30, 2010

Background on ZERI
1991 Published first article on Zero Emissions and Zero Waste

My first SVN speech in Atlanta!

Background on ZERI

1994 Design a business model without waste or emissions
supported by the Japanese government,
hosted by United Nations University

Background on ZERI

1996 Creation of the ZERI Foundation in cooperation with UNDP

Background on ZERI

2000 Most popular pavilion at the World Expo in Germany
Presenting 7 innovative economic development models
2001 My second SVN speech in Mohonk Mountain House

Background on ZERI

2000 Most popular pavilion at the World Expo in Germany
Presenting 7 innovative economic development models
2001 My second SVN speech in Mohonk Mountain House
2004 Start of 5 year research project on 100 innovations that
shift the economic system towards a more competitive and
sustainable model responding to needs using what we have

“100 Innovations”
2005-2007 A team of researchers identified +2.200 innovations

in peer group reviewed scientific literature,
published in international journals


2007-2008 A team of business strategists, journalists, financiers
assess the most relevant innovations based on
(1) competitive business model
(2) environmental breakthroughs
(3) major job generator


2008-2009 Meeting all the key scientists and entrepreneurs

Report to the Club of Rome
Gunter Pauli
THE BLUE
ECONOMY
“100 Innovations” 100 Innovations, 10 Years, 100 Million Jobs

2008-2009 Meeting all the key scientists and entrepreneurs
April 2010 Book: “The Blue Economy: 100 innovations10 years 100 million jobs.”

If the Green Economy solely

depends on subsidies
and taxes

and taxes
requires higher investments

and obliges consumers
to pay more

and taxes
requires higher investments

and obliges consumers
to pay more
it cannot take off

1992 - I was a pioneer of the Green Economy
SVN

Cleaning rivers creates collateral damage
SVN

Cleaning rivers creates collateral damage
SVN

Design a Competitive Business Model

Sustainability is the capacity

to respond to the basic needs of all ...


with what we have


with what we have

(that is how ecosystems work)

if you give a man a fish
he will not be hungry for the day
if you teach him how to fish

......

He
will
if you give a man a fish
he will not be hungry for the day
if you teach him how to fish
overfish
......

Principles of Innovation (1)

inspired by how ecosystems work and evolve

Every innovation is sustainable

All innovations are benchmarked

Every innovation is sustainable


first and foremost based on physics

Chemistry depends on
pressure, temperature
and the catalysts

Chemistry depends on
pressure, temperature
and the catalysts
In Biology everything
is an exception

target blatant models of

unsustainable production and consumption


100,000 T


100,000 T 40 billion units


100,000 T 40 billion units 99.8%


100,000 T 40 billion units 99.8% oak forests

Innovations always generate multiple benefits

Innovations always generate multiple benefits

Rethinking Batteries
1.
“Generate power like cells do”

SVN 29th of April 2010

Electricity from body heat
and pressure generated by voice (noise)
previously untapped sources

40 billion
batteries
discarded in 2009
xxx

no battery
40 billion
batteries
discarded in 2009
xxx

Regulate Cardiac Rhythm
without Pacemaker Surgery
Dr. Jorge Reynolds
Nanopuente A-V

Regulate Cardiac Rhythm
without Pacemaker Surgery
Dr. Jorge Reynolds
no battery no pacemaker
Nanopuente A-V

Living with Bacteria
2.
“Smarter than Chemistry”


The Power of the Vortex

© Watreco AB © Watreco AB

100,000 kW/hr per year

© Watreco AB © Watreco AB

Micron-sized air bubbles
SVN
Laurea ad Honorom 29th of April,
Castello del Valentino 2010 2006
6 ottobre

Micron-sized air bubbles
critical CO2 absorption
SVN
Laurea ad Honorom 29th of April,
Castello del Valentino 2010 2006
6 ottobre

Filter free water purification



Target 1kW/hr/m3

Target 1kW/hr/m3
eliminate membranes

Generating energy from wind
3.
“There is more wind energy in valleys than water in dams”



x

x

x

x no new pylons

the wind belt
powering sensors

the wind belt
powering sensors
one power unit costs $1.00 operates 20 years


the wind belt
powering sensors
battery free sensors
one power unit costs $1.00 operates 20 years


the wind belt
solely operating with vibrations

the wind belt

the wind belt

the wind belt
turbine free wind energy

wind harvesting
in Buddhist Nations

wind harvesting
in Buddhist Nations
the more wind the

more prayers
the more electricity

Holy Energy
wind harvesting
in Buddhist Nations
the more wind the

more prayers

Holy Energy
wind harvesting
in Buddhist Nations
the more wind the

more prayers

Rethinking Polymers
4.
“Cascading and Substituting”


Industry produces polymers from petroleum and starch

Industry produces polymers from petroleum and starch
ants, bees, moths and spiders

convert Amino Acids to polymers

The mulberry worm is the most industrialized silk

Geometry (math) of silk determines its strength
AZTI San Sebastian

SVN 3rd-4th
29th of April,
December
2010 2008

Spinning like the spider
with pressure and water
changing the geometry
at the nanoscale

Spinning like the spider
with pressure and water
changing the geometry
at the nanoscale
Dr. Fritz Vollrath

The real value of the silk worm
Laurea ad Honorom
SVN Castello del Valentino 6 ottobre
29th of April, 2010 2006

The real value of the silk worm
1 ton raw silk per year 1/3 is carbon fixed
9 tons of fertilizer recovering top soil
Laurea ad Honorom
SVN Castello del Valentino 6 ottobre
29th of April, 2010 2006

The Chinese pioneered top soil creation
5,000 years ago

The Chinese pioneered top soil creation
5,000 years ago
silk was the by-product

substituting 100,000 tons of metals with silk
prototype

250,000 HA
prototype

250,000 HA
prototype
1.2 million jobs


250,000 HA
prototype
polymers with jobs and soil
1.2 million jobs


Rethinking Buildings
5.
“health (not energy) is the priority”


Why does the zebra have b/w stripes?

GreenZone in Umeå, Sweden

no HVAC
GreenZone in Umeå, Sweden


Termite inspired heating and cooling



Reduce capital investment
Reduce operational costs
Reduce carbon emissions

Reduce capital investment
Reduce operational costs
Reduce carbon emissions
no health vs energy

The more kids in the gym the cooler it gets

The more kids in the gym the cooler it gets
Anders Nyquist

Splitbox energy and infrastructure efficiency

no septic tank

no septic tank
no sewage no treatment

Rethinking CO2
6.
“Cascading Nutrients and Energy”

Convert
flue gas/CO2 into
probiotic food
biodiesel Jorge Alberto Vieira Costa
UFRG (Brazil)
and jobs
with available
infrastructure

A shift from scarcity to abundance
SVN 29th Beijing,

of April23 May 2007
2010

Part of the
Fome Zero
Program
SVN 29th Beijing,

of April23 May 2007
2010

no more hunger
Part of the
Fome Zero
Program
SVN 29th Beijing,

of April23 May 2007
2010

Cascading CO2
30
22.5
15
7.5
0
0 5 10 15 20

Cascading CO2
30
22.5
15
7.5
CO2 converted to
spirulina
0
0 5 10 15 20

Cascading CO2
30
22.5
15
Excess of spirulina
converted to
biofuels
7.5
CO2 converted to
spirulina
0
0 5 10 15 20

Cascading CO2
30
22.5
Left-overs are
esters made into
polyesters
15
Excess of spirulina
converted to
biofuels
7.5
CO2 converted to
spirulina
0
0 5 10 15 20

Cascading CO2
30
Generating
carbon credits
22.5
Left-overs are
esters made into
polyesters
15
Excess of spirulina
converted to
biofuels
7.5
CO2 converted to
spirulina
0
0 5 10 15 20

Cascading CO2
30
Generating
carbon credits
22.5
Left-overs are
esters made into
polyesters
15
Excess of spirulina
converted to
biofuels
7.5
CO2 converted to 35 Masters 7 doctorates
spirulina a new industrial platform
0
0 5 10 15 20

Cascading CO2
30
22.5
15
7.5
0
0 5 10 15 20

Cascading CO2
30
CASH
22.5
JOBS
15
FUEL
7.5
FOOD SCIENCE
0
0 5 10 15 20

Rethinking Forests
7.
“forest fueling the economy”


Rethinking errors of the past
The village that could save the planet
Club of RomeSVN
in Madrid 29th of April, 2010

War Savannah Forest peace
Unemployment Jobs
infertile land soil
bad water Drinking Water
no credits Carbon credits
Lack of Biodiversity Biodiversity
Fossil fuels biofuels
Hunger Food
lack of technologies eco-technologies
poverty social capital
lack of medicine Preventive

Medicine
Homenaje al Dr. Paolo Lugari

War Savannah Forest peace
Unemployment Jobs
infertile land soil
bad water Drinking Water
no credits Carbon credits
Lack of Biodiversity 2009 Biodiversity
biofuels
25 years
Fossil fuels
Hunger Food
lack of technologies eco-technologies
poverty social capital
lack of medicine Preventive

Medicine
Homenaje al Dr. Paolo Lugari

Bio-refinery Bio
Fuel
chemicals
30%
70%

The fuel bio-refinery

The fuel bio-refinery
all the fuel you want

Commercializing forest fuel
30
22.5
15
7.5
0
0 5 10 15 20

30
22.5
15
7.5
income finances
forest expansion
0
0 5 10 15 20

30
22.5
15
generating
wood
7.5
income finances
forest expansion
0
0 5 10 15 20

30
22.5
15
fixing CO2
generating
wood
7.5
income finances
forest expansion
0
0 5 10 15 20

30
22.5
generate more
15 biofuels
fixing CO2
generating
wood
7.5
income finances
forest expansion
0
0 5 10 15 20

30
22.5
create full time
jobs
generate more
15 biofuels
fixing CO2
generating
wood
7.5
income finances
forest expansion
0
0 5 10 15 20

30
drinking water
as a commons
22.5
create full time
jobs
generate more
15 biofuels
fixing CO2
generating
wood
7.5
income finances
forest expansion
0
0 5 10 15 20

Building
Social Capital
30
drinking water
as a commons
22.5
create full time
jobs
generate more
15 biofuels
fixing CO2
generating
wood
7.5
income finances
forest expansion
0
0 5 10 15 20


What more do you want?

Cost of land in 1984:
US$ 1/acre


US$ 1/acre
Value 25 years later:
$3,000/acre


US$ 1/acre
Value 25 years later:
$3,000/acre
Better than an investment in Microsoft
held for 25 years

Rethinking Globalization
8.
“cash crops providing food security”


Shifting an export crop to a business model
to one that meets the needs of local communities
Coffee processing in Chipinge, Zimbabwe

s
Women empowerment in Chipinge, Zimbabwe

s
Women empowerment in Chipinge, Zimbabwe

Reaching the unreached
30
22.5
15
7.5
0
0 5 10 15 20

30
22.5
15
7.5
Relaunch
Export from
Zimbabwe
0
0 5 10 15 20

30
22.5
15
Cash crop
Basis for
Food Security
7.5
Relaunch
Export from
Zimbabwe
0
0 5 10 15 20

30
22.5
Waste
converted
into jobs
15
Cash crop
Basis for
Food Security
7.5
Relaunch
Export from
Zimbabwe
0
0 5 10 15 20

30
Food Security
and jobs eliminate
abuse
22.5
Waste
converted
into jobs
15
Cash crop
Basis for
Food Security
7.5
Relaunch
Export from
Zimbabwe
0
0 5 10 15 20

Save girls
from
sex trade
30
Food Security
and jobs eliminate
abuse
22.5
Waste
converted
into jobs
15
Cash crop
Basis for
Food Security
7.5
Relaunch
Export from
Zimbabwe
0
0 5 10 15 20

Save girls
from
sex trade
30
Food Security
and jobs eliminate
abuse
22.5
Waste
converted
into jobs
15
Cash crop
Basis for
Food Security
7.5
Relaunch Beyond Fair Trade and
Export from organic certification
Zimbabwe
0
0 5 10 15 20

30
AIDS
22.5
WOMEN
15
JOBS
FOOD
7.5
CASH VALUES
0
0 5 10 15 20

San Rafael, California
Chido’s
Blend
TM
Chido’s Blend™ Supports One

Woman’s Hope for the Future
Chido’s Blend supports the work of the ZERI
Foundation and its “pulp to protein” program in Africa,
which turns coffee production waste into high-quality
food. Led by Chido Govero, a
dynamic young woman from
Zimbabwe, this ingenious
program supports self-sufficiency
by using coffee pulp and other
wastes as a growing medium for www.zeri.org
nutritious edible mushrooms, and the spent mushroom
compost as feed for goats and other animals. Chido and
ZERI recently won the “Sustainability Award” at the
Specialty Coffee conference.
You can make a difference.

Tell your friends about the great work Chido and the
ZERI Foundation are doing to empower girls at risk in
Africa, and how they can support her efforts with an
order of Chido’s Blend.
Zimbabwe, Rwanda and Kenya —

A blend of spice, wood, floral and fruit notes
8*.6(.)6!96/:)6;<=!6>)? 0/-3.*565-.*7 OCT 28 2008

((()*+,-./01/22**3)1/4 !"#$$"#$%"&'#&

Nestlé, Kraft and

Starbucks
do not get involved Chido’s
Blend
TM
it is not part Chido’s Blend™ Supports One

of their core Woman’s Hope for the Future
business? Chido’s Blend supports the work of the ZERI

by using coffee pulp and other
nutritious edible mushrooms, and the spent mushroom
ZERI recently won the “Sustainability Award” at the


8*.6(.)6!96/:)6;<=!6>)? 0/-3.*565-.*7 OCT 28 2008

((()*+,-./01/22**3)1/4 !"#$$"#$%"&'#&

Nestlé, Kraft and

Starbucks
Blend
TM


But Heineken and by using coffee pulp and other
Sara Lee nutritious edible mushrooms, and the spent mushroom

joined! ZERI recently won the “Sustainability Award” at the



8*.6(.)6!96/:)6;<=!6>)? 0/-3.*565-.*7 OCT 28 2008

((()*+,-./01/22**3)1/4 !"#$$"#$%"&'#&

Nestlé, Kraft and

Starbucks
Blend
TM

$ driven by values
But Heineken and by using coffee pulp and other
Sara Lee nutritious edible mushrooms, and the spent mushroom

joined! ZERI recently won the “Sustainability Award” at the



8*.6(.)6!96/:)6;<=!6>)? 0/-3.*565-.*7 OCT 28 2008

((()*+,-./01/22**3)1/4 !"#$$"#$%"&'#&

Coffee, tea, prunings, straw, cobs ....

50 million rural jobs

How much food can we generate?



16 million tons of food
How much food can we generate?


How viable is this new business model?
Some dream to escape reality

How viable is this new business model?
Some dream to escape reality

Others dream to change reality forever
Soichiro Honda

ZERI presents
every week
From February 2010
until January 2012
one innovative business model
open source
www.zeri.org www.blueeconomy.de

www.zeri.org
Thank You

Gunter Pauli - The Blue Economy

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The Blue Economy

towards a culturally rich and sustainable society

Prof. Dr. Gunter Pauli

SVN 29th of April, 2010

Friday, April 30, 2010

1991 Published first article on Zero Emissions and Zero Waste

SVN 29th of April, 2010

Friday, April 30, 2010

1991 Published first article on Zero Emissions and Zero Waste

SVN 29th of April, 2010

Friday, April 30, 2010

1991 Published first article on Zero Emissions and Zero Waste

SVN 29th of April, 2010

Friday, April 30, 2010

1991 Published first article on Zero Emissions and Zero Waste

SVN 29th of April, 2010

Friday, April 30, 2010

1991 Published first article on Zero Emissions and Zero Waste

Friday, April 30, 2010

2005-2007 A team of researchers identified +2.200 innovations

SVN 29th of April, 2010

Friday, April 30, 2010

2005-2007 A team of researchers identified +2.200 innovations

SVN 29th of April, 2010

Friday, April 30, 2010

2005-2007 A team of researchers identified +2.200 innovations

2008-2009 Meeting all the key scientists and entrepreneurs

SVN 29th of April, 2010

Friday, April 30, 2010

2005-2007 A team of researchers identified +2.200 innovations

2008-2009 Meeting all the key scientists and entrepreneurs

SVN 29th of April, 2010

Friday, April 30, 2010

SVN 29th of April, 2010

Friday, April 30, 2010

SVN 29th of April, 2010

Friday, April 30, 2010

requires higher investments

SVN 29th of April, 2010

Friday, April 30, 2010

requires higher investments

SVN 29th of April, 2010

Friday, April 30, 2010

Friday, April 30, 2010

Friday, April 30, 2010

Friday, April 30, 2010

SVN 29th of April, 2010

Friday, April 30, 2010

Sustainability is the capacity

SVN 29th of April, 2010

Friday, April 30, 2010

Sustainability is the capacity

with what we have

SVN 29th of April, 2010

Friday, April 30, 2010

Sustainability is the capacity

with what we have

Friday, April 30, 2010

if you teach him how to fish

SVN 29th of April, 2010

Friday, April 30, 2010

if you teach him how to fish

SVN 29th of April, 2010

Friday, April 30, 2010