The 3rdd Workshop of Japan-UK Joint Research Project“Roadmap to Low-Carbon World”

Market Transformation byEnergy Efficiency Indicator
Narito ShibaikePanasonic,, Japanp13 February, 2008

Concept of Market Transformation
Technology push and market pull are key drivers
to transform the market of individual economy
Government
Retailer

Manufacturer

TechnologyPushConsumer- Energy Efficiency
ffSStandard- Labeling System- National Campaign- Consumers Education- Information Delivery
to Consumers- Incentives and Subsidies- Government
Gt Procurement
Pt

Market Transformation

MarketPullAPP/BATF/Project 3: Market Transformation
Policy Analysis1. National campaigns being run by individual governments
and international joint initiatives
2. Methods to provide information to consumers e.g. labeling
3. Educations and supports to consumers- Raising consumer awareness via retailers- Encouraging consumers to select environmentallyconscious products
4. Political incentives to shape leading markets
Objectives
1. Analyze policies and programs being implemented by eachcountry and issue the “Good Practices Handbook”.
2 Link2.
Li k goodd practicesti
tto consider
id possible
ibl iinitiatives
iti tisuchh asmodel projects in designated regions.

Recent International Discussions■ IEA (International Energy Agency)- Indicator Workshop (25-26(25 26 Oct. 2007, Paris)⇒ Recommendations to G8 on energy efficiency■ ISO (International Organization for Standardization)- TC207/SC5 TG Meetingg ((5 Dec. 2007,, Gothenburg)g)⇒ Proposal for eco-efficiency standard■ APP (Asia Pacific Partnership on Clean Developmentand Climate)- BATF Meeting (15-16 Nov. 2007, Washington)- Project 3 Workshop (31 Jan. 2008, Tokyo)⇒ Policies analysis for “Good practices handbook”

Market Pull by Indicators
To inform
Ti fconsumers on theth importanceit
off considering
id i ecoefficiency of products in purchasing --- Pulling the market

Technology push by Indicators
Consumers are increasingly demanding information on theproducts that they are using --- Pushing the technology

Recent Trends on Eco
Eco--Efficiency in Japan
Several industries understand that eco-efficiency can be apowerful product indictor to communicate with consumers• 8 electronics companies in Japan have agreed todevelop the “Guideline for Common Factor-X” by ecoefficiency evaluation to provide meaningful indicators tothe markets, creating new relationships between
manufacturers and consumers.
– Product strategy must be responding to market needs
such as higher quality and environmental friendliness.
– For standardization,, it is desirable to be simple,
p , easyy
to understand and clearly transparent.
– As the environmental impact, GHG emission or energy
consumptionti isi mostt familiar,
f ili scientificallyi tifi ll establishedt bli h d
and important to all the consumers.

Rationales to Develop Good Indicators• World–wide indicators must respect and reflect individual
economy’s policy, current status, history, custom, etc.
If not,t theth indicators
i di tcannott givei practicalti l results
lt andd
environmental problems would not be solved eventually.
• It is difficult to make absolute evaluation on energy
consumption of each industry and product.
Improvement of efficiency is easier to understand andmore acceptable for each market.
• Indicators on energy efficiency should be effective in both oftechnology push and market pull.
– Manufacturers
Mf t
can measure theth position
iti off products
d t with
iththe indicator, so that they would develop better ones.
– Consumers can know the progress of products by theindicator, so that they would buy better ones.