06 Heymann_Eco-labelling success stories SHARP

UNEP Project on Eco-label Opportunities, Beijing; 11-12 June 2008:
SHARP TVs with EU Eco-label
Motivation, Measures & Experiences
By Sharon Heymann
Environmental Expert
SHARP, Hamburg
UNEP/Eco-Labelling
Sharon Heymann June 12, 2008
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SHARP Worldwide
Figures: fiscal year 2007
Global employees
60.500
Net turnover
33,5 billion U.S. $*
3.417.736.000.000 Yen
Net earnings
999 million U.S. $*
101.922.000.000 Yen
Research and development
1,92 billion U.S. $*
196.186.000.000 Yen
Sharp Corporation Chairman & CEO
Katsuhiko Machida
Sharp Corporation President & COO
Mikio Katayama
Chairman Machida
President Katayama
*based on exchange rate March 31, 2008: 102yen=U.S.$1,
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SHARP Product Range
SHARP Consumer Electronics
SHARP Information Systems
SHARP Mobile Phones
SHARP Home Appliances
SHARP Solar Systems
SHARP Microelectronics
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SHARP Europe
Headquarter
- Sharp Electronics (Europe) GmbH (SEEG)
11 Sales-subsidiaries, e.g.
- Hamburg (SEEG)
- London
(SUK)
- Paris
(SEF)
4 Factories
- France
(office equipment)
- Poland
(LCD-Module, LCD-TV)
- Spain
(LCD-TV)
- UK
(MWO, solar modules)
2 Research & Development
- Laboratories in UK (SLE, STE)
1 Finance company
- UK
(SIF)
Environment
- All major sites are certified to ISO 14001
- Europe-wide Environmental 3-Year Plan
United Kingdom
Netherlands
Germany
Sweden
SEN
SMPL
SUK
SUKM
SPM
SLE
SEEG
SIF
SEP
SEB
STE
SEA
SEF SMF
SEZ
SEIS
Italy
SEES
Spain
Austria
France
Switzerland
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SHARP Environmental Vision
Chairman & CEO Mr. Machida:
Corporate Environment Vision of Sharp:
“Become an Environmentally
Advanced Company !”
President & COO Mr. Katayama:
Corporate 2012* Vision of Sharp:
“Contribute to the world through
environment- and health- conscious
business, focusing on energy-saving and
energy-creating products. ”
*Sharp’s 100th anniversary of the foundation
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SHARP Environmental Vision
Based on the environmental vision SHARP wants to…
SGT (Super Green Technology)
Develop unique environmental technologies that
contribute to environmental conservation
SGP/D (Super Green Products/Devices)
Create products and devices with high environmental
performance
SGT
SGF (Super Green Factories)
Develop environmentally conscious factories that can
be trusted by local communities
Environmentally
Advanced
Company
SGP/D
SGF
SGR
SGM
SGR (Super Green Recycling)
Recycle used products to promote reuse of resources
SGM (Super Green Management)
Enhance the level of environmental sustainability
management
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SHARP Technological Development Fields
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Motivation for EU Eco-Label
Options for Marketing Environmentally Advanced Products
– ISO 14024 type I label
– ISO 14021 type II label
(environmental claim by manufacturer)
– ISO 14025 type III label (based on LCA)
Environmental Declaration
– Other options e.g. Energy Star
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Motivation for EU Eco-Label
Attitude of Dealers (acc. to own and 3rd party investigations)
– Consider environmental criteria as an important factor
in their purchasing decision
– Prefer Type I eco-labels instead of self-labelling
– Know Blue Angel well, but hardly EU Eco-label
– Are not willing to pay more for eco-labelled products
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Motivation for EU Eco-Label
Reasons for SHARP in 2004 to decide for EU Eco-label
– Only EU-wide Type I label.
– Based on strict and reliable criteria
which consider the whole product life cycle.
– Advantage over CRT-TV as these cannot fulfil the criteria
– Preparation for EU Energy Using Products (EuP) Directive
(EU eco-labelled products are seen as EuP compliant)
– Attention especially due to pioneer effect and
recognition by public, media, consumer organizations, etc.
– Competitors (mainly self-declaration)
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Motivation for EU Eco-Label
Compliance with the Criteria (2002/255/EC)
- Reduced energy consumption during use and stand-by.
- Designed for higher product durability and recyclability
- Take-back and Recycling
- Limitation of substances harmful for health and
the environment
- Instructions for correct environmental use
- Environmental Declaration (ECMA TR-70)
Application of SHARP
for the EU Eco-label in 2005
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Measures for Awarded TVs
1. Labelling
Detailed Label (two boxes)
Reduced Label (one box)
label on TV itself
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Measures for Awarded TVs
2. Information for consumers
Information on the EU Eco-label
Sharp LCD-TV with an EU Eco-label (for details see EU Commission Decision
2002/255/EC; ABl. 2002 L87 S.53, April, 4th 2002)
This product has officially been awarded the Eco-label of the European Union, “The Flower”.
Sharp is the first company to achieve this Eco-label for TVs thus demonstrating its commitment
to improving our environment.
The Flower is granted only to the products that meet rigorous criteria and demonstrate positive
contributions towards a better environment. Further information can be found at:
http://europa.eu.int/comm/environment/ecolabel/index_en.htm
- Information in the SHARP
operation manuals
(17 European languages)
- Environmental Declaration
ECMA TR-70
What makes this Sharp product ecologically outstanding?
This TV set uses a Liquid Crystal Display (LCD) instead of the classical Cathode Ray Tube
(CRT). Some of the advantages are:
Reduced energy consumption during use and stand-by
the lifetime of the background light is approx. 2.5 times longer than that of a CRT
this TV complies with the chemical requirements of the EU Eco-label
a minimum of two year functionality is granted in all EU-states
spare parts will be available after ceasing the production of this model for:
seven years, for electrical components
five years, for mechanical parts
four years, for decorative parts
this product has been designed for easy disassembly, recovery and recycling and
should not be discarded with your ordinary household waste – for further details please
refer to the “Information on Proper Disposal” mentioned in this operation manual.
Therefore, if you wish to discard your Sharp LCD TV, the local waste authority shall be
contacted in order to find out whether free-of-charge take-back facilities are available.
These facilities can be municipal or private collection facilities, or dealers. This should
be the case in all EU countries after 13 August 2005.
If a take-back facility is not yet available in the country of discarding, the European
Sharp companies will provide for a free-of-charge take-back of Sharp LCD TVs with the
EU Eco-label from the dealer's site and proper recycling. In this case you should
address the nearest Sharp LCD TV dealer, who will help you address a European
Sharp company. A European Sharp company will then contact you for a suitable takeback arrangement.
What can you do to contribute towards helping to protect the environment?
Please do not leave your TV in stand-by mode, unplug it when it is not used for a long
time. There is zero energy consumption if you unplug your TV.
The energy consumption in the on-mode can be reduced by lowering the brightness of
the backlight when the unit is in operation. This will reduce overall running costs.
Environmental Declaration
The environmental attributes of this product are declared according to technical report ECMA
TR/70 - http://www.ecma-international.org. If you are interested, please refer to our website
http://www.sharp-eu.com.
June 2006
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Measures for Awarded TVs
3. Promotion towards staff and dealers
- Promotion material for own staff and dealers
(incl. pictures for advertisement, brochures,
sales arguments towards consumers, etc.)
- Training of sales and marketing staff
on environmental benefits
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Measures for Awarded TVs
4. Marketing
- Information on SHARP websites
(national and European website)
- Continuous press work
(8 press-releases since 2005)
- Presentation at fairs and other major
European events
- Environmental flyers
distributed at fairs, by dealers, etc.
- …
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Measures for Awarded TVs
5. Marketing at Dealers
- Background:
> 60 % of all purchasing decisions
are made directly at the dealer!
- Approach:
Big dealers with interest in environmental
advanced products and several outlets were
chosen.
Considerable promotion material provided
by SHARP
(incl. photos with Eco-label, text, flyers, etc.).
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Environmentally advanced
TVs (w/o label)
Market
Market introintroduction
duction at
at IFA
IFA
(Berlin)
(Berlin)
1st
1st Sharp
Sharp TV
TV
awarded
awarded with
with
EU
EU Eco-label
Eco-label
July
2007
Nov.
2006
Sept
2005
Feb
2005
2004
SHARP Achievements so far
40iest
40iest Sharp
Sharp TV
TV
awarded
awarded with
with
EU
EU Eco-label
Eco-label
30iest
30iest Sharp
Sharp TV
TV
awarded
awarded with
with
EU
EU Eco-label
Eco-label
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SHARP Achievements so far
Overview on SHARP Models
- SH1E-Series
1st TV worldwide awarded with EU Eco-Label.
- Other models followed
1
2
3
4
5
6
7
8
9
10
LC-13SH1E
LC-15SH1E
LC-20SH1E
LC-20S4E
LC-26P50E
LC-32P50E
LC-37P50E
LC-26GA6E
LC-32GA6E
LC-37GA6E
11
12
13
14
15
16
17
18
19
20
LC-15H2E
LC-20SH2E
LC-32GA9E
LC-37GA9E
LC-32BV9E
LC-37BV9E
LC-26P55E
LC-32P55E
LC-37P55E
LC-20SD4E
21
22
23
24
25
26
27
28
29
30
LC-32GA8E
LC-37GA8E
LC-32BV8E
LC-37BV8E
LC-26SA1E
LC-32SA1E
LC-26SV1E
LC-32SV1E
LC-37SV1E
LC-37SA1E
31
32
33
34
35
36
37
38
39
40
41
LC-42SA1E
LC-32RA 1E
LC-37RA 1E
LC-32SA1EA
LC-32SV1EA
LC-20S5E
LC-26AD5E
LC-32AD5E
LC-20AD5E
LC-20SD5E
LC-19A1E
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Experiences with EU Eco-label for TVs
What caused problems
- Application- and award-procedure can take too long
Production often already has to start
First production lot sometimes has no label
- Limited interest of dealers at the beginning.
However, interest has increased meanwhile
due to environmental issues like Climate Change.
- Eco-label has difficulty to reach attraction at point of sales,
as the label is
-- seldom noticed (products often have several stickers)
-- not broadly known
-- too small.
-
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Experiences with EU Eco-label for TVs
What caused problems
25 mm
- The current label on TVs does not
provide sufficient information to
customers.
35 mm
80 mm
- The TV frame does not allow to place
larger labels (label with 2 boxes).
102 mm
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Outlook on EU Eco-label for TVs
What brings the future?
- Criteria of current draft revision are very strict and
up to now hardly reflect manufacturers’ feasibility:
-- Mercury
in backlights:
-- Off-mode:
< 75 mg/TV in total,
per lamp < 3,5 mg
0W
-- Flame retardants
(PBB and PBDE): < 0,01 % (RoHS: < 0,1 %)
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Thank you very much
for your attention
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Sharon Heymann June 12, 2008
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Contact
Sharon Heymann
Environmental Marketing Expert
Environment Promotion Department
Parts & Technical Services Division
Sharp Electronics (Europe) GmbH
Hamburg/Germany
E-Mail: Sharon.Heymann @sharp.de
Phone: +49-(0)40-2376-2613
Fax:
+49-(0)40-2376-152613
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Annual Power Consumption LCD-PDP-RP
26