New Zealand businesses
enjoy increasingly lucrative opportunities
to cash in on the growing market for sustainable
products and services. There is high demand
in New Zealand for businesses to provide
solutions specifically for this market.
In 2005, Moxie Design Group commissioned
research to understand the New Zealand equivalent
of the LOHAS (Lifestyle of Heath and Sustainability)
market. This market of consumers actively
seeks products and services that reflect
their environmental and social values. LOHAS
consumers represent a sizable market in
the first world (roughly US$550 billion).
The New Zealand research led by Moxie provided
a unique insight into the size and makeup
of the New Zealand market. Based on differences
to the international market, Moxie termed
the New Zealand group of consumers Solution
Seekers. In 2005, Solution Seekers were
26% of New Zealand’s population.
Roughly 33% of New Zealanders can now be
classified as Solution Seekers, as shown
by a repeat of the research in early 2007.
This market is anticipated to grow, given
the current media and political attention
on climate change and other sustainability
issues.
International LOHAS conference
Moxie Design recently attended the LOHAS
11 Forum in Los Angeles. The forum was a
sell out event, and accompanied by a large
media presence.
“A real highlight was the opportunity to
share our results from the New Zealand research,
and understand developments in the global
LOHAS market”, said Peter Salmon, Moxie
Design Group.
“It is clear that there are clear similarities
and subtle nuances in the attitudes and
behaviours of the various national markets”,
said Peter.
New Zealand a leading LOHAS country
Feedback at the LOHAS forum was that New
Zealand is internationally perceived to
be 'the original LOHAS country'.
“The New Zealand Solution Seeker market
is potentially bigger and more mainstream
than we think. New Zealand is perceived
as a destination of choice - Japanese LOHAS
consumers look to New Zealand as a desirable
place to retire. New Zealand has the opportunity
to provide innovative green products and
services for this market,” said Peter Salmon.
There is demand in Japan, Taiwan, South
Korea and China for New Zealand businesses
to provide solutions specifically for the
LOHAS market. In some Asian countries, LOHAS
shops and shopping centres, restaurants
and spas have started to appear in major
cities.
Moxie intends to help New Zealand exporters
target LOHAS markets by helping businesses
design and deliver brand, marketing and
delivery programs.
For more information, visit the Moxie Design
website.
Waste news
Resene Paints show recycling leadership
Resene Paints launched their nationwide
Paintwise scheme in June 2007, a product
stewardship scheme that recycles unwanted
paint and its packaging.
Environment Minister David Benson-Pope
congratulated Resene on becoming the first
manufacturer to offer nationwide recycling
of paint. The Minister said that innovative
companies in New Zealand are providing customers
with the option of buying sustainably produced
goods, and the facilities to recycle those
goods.
The Minister said the Government plans
to encourage more such product stewardship
schemes which share the responsibility for
the disposal of a product throughout its
life cycle.
The Waste Minimisation (Solids) Bill, currently
before the Local Government and Environment
Select Committee, includes provisions for
increased support for product stewardship
schemes, and will ensure that those producers
who accept their environmental responsibilities
are not undercut on price by those who won’t.
Visit the Ministry’s waste issues web page
for the latest information.
Targets in the New Zealand Waste Strategy:
2006 Review of Progress
The Ministry for the Environment’s 2006
review of the New Zealand Waste Strategy
targets shows good progress in recycling
and landfill management since the Strategy
was released in 2002. It also highlights
inconsistencies in the management of waste
in New Zealand.
Areas of achievement against the targets
are:
access to community recycling and green
waste schemes
increased central government engagement
with businesses
development of guidelines to improve the
management of landfill sites and hazardous
wastes.
The review recommends that future waste
work focus on areas where limited progress
has been made under the strategy targets.
These areas include organic waste (including
food wastes), construction and demolition
waste, and contaminated sites.
Tourism Strategy update addresses environmental
concerns
New Zealanders can comment on the future
of New Zealand tourism, via an update to
the New Zealand Tourism Strategy. The draft
New Zealand Tourism Strategy to 2015 was
released for consultation in May 2007. Since
the original Tourism Strategy was written
in 2001, new challenges have emerged for
the tourism sector and dramatic changes
have occurred in the domestic and global
environment, such as increasing expectations
for quality and environmental sustainability
from visitors.
The Minister of Tourism, the Hon Damien
O’Connor, notes that there will be intensified
pressures from climate change, rapid evolution
in consumer attitudes and expectations,
and further challenges to New Zealand’s
security and biosecurity.
“The extent to which New Zealand, and the
tourism sector, transform these challenges
into opportunities will have a major impact
on our future prosperity. I sense a strong
desire throughout the sector to create a
tourism industry that is a global leader
in sustainability”, he said.
Tourism is a major part of New Zealand's
economy. An agreed long-term vision and
strategic approach for tourism is essential.
The draft New Zealand Tourism Strategy 2015
aims to ensure financial success, customer
satisfaction, and protection and enhancement
of our physical environment.
“The overall sustainability of our nation
is central to the future of our tourism
industry and will significantly impact on
how we can market New Zealand to the world.
Tourism’s and the nation’s ongoing challenge
is how, together, we step up to the mark,
and sustain the meaning of 100% Pure New
Zealand, keeping it alive for the world
to admire and respect”, said Mr O’Connor.
“I ask the tourism sector to pick up the
challenge - to reach beyond what is proposed
in this draft Strategy, to deliver bold
and aspirational results that will inspire
the rest of New Zealand”, said Mr O’Connor.
To look at the Strategy website, download
the draft Strategy, and provide comments
on the electronic feedback template, go
to www.nztourismstrategy.com. The deadline
for comment is midday, Wednesday 27 June
2007.
If you are a tourist operator, please visit
the Ministry of Tourism website for practical
tips on implementing sustainable tourism.
Government work on climate change initiatives
Energy Efficient Homes
Budget 2007 provides $66.95 million over
the next four years to help New Zealand
families live in warm, dry, healthy homes
that are energy efficient and better for
the environment. The new funding - known
as the 'EnergyWise Homes package' - builds
on existing government programmes, such
as the solar water heating programme, home
insulation and clean heating retrofit programmes,
and the review of the Building Code. This
package also includes spending $5.4 million
more on the installation of clean forms
of heating for low-income households in
areas of poor air quality.
Businesses in the energy efficiency, insulation
and building sector have the opportunity
to provide products and services for this
market.
Some of the main elements in the package
are:
$23 million for an interest-free loans
scheme to help homeowners pay for energy
efficiency and clean heating upgrades
$15.3 million to trial and implement a Home
Energy Rating Scheme, a tool to measure
the energy efficiency of a house and provide
this information to home buyers
$14.1 million for the Energy Wise Home Grants
scheme, to continue with 12,000 energy efficiency
retrofits a year for low-income households.
Emissions trading
Government will make decisions on New Zealand's
move towards a greenhouse gas emissions
trading regime in coming months.
"An emissions trading scheme could
provide New Zealand businesses with a flexible
way of reducing their carbon footprint,
and help put New Zealand on the path to
a sustainable future,” Climate Change Minister
David Parker said.
A cap-and-trade emissions trading scheme
is a market-based means of reducing greenhouse
gas emissions.
"Many details need to be considered,
before a final decision can be taken. These
include when different sectors come in,
the transitional path for emissions, and
the stringency of the targets once they
are in. The Government will consider these
issues in detail in the coming months”,
said Minister Parker.
For more information, please visit the
Ministry's climate change webpages.
InterCity and Pacific Blue drive towards
carbon neutrality
InterCity Group is on-track to attain carboNZero
status for its corporate emissions by winter
2007, and intends to achieve carbon neutral
status for its entire national tourism and
transport operation within three years.
“We are philosophically committed to sustainability,
and believe that the carboNZero programme
will help ensure we are adopting effective,
credible measures to help reduce our emissions,”
said Malcolm Johns, CEO at InterCity Group.
InterCity Group, which includes Newmans
Coach Lines, InterCity Coachlines and Kings
Dolphin Cruises & Eco Tours carries
approximately 1.5 million passengers nationwide
each year. This includes 500,000 international
visitors per year.
“We encourage people to get out of their
cars and use public transport. Independent
assessments indicate an international visitor
on a 7 to 10-day tour of our country could
generate up to a 90 per cent lower carbon
footprint if they used InterCity and Newmans
transport services than if they drove themselves
in a modern 2.0 litre rental car,” said
Johns.
Prime Minister Helen Clark welcomed InterCity's
aim to become the world's first carbon neutral
public transport company.
"This is a perfect example of how
businesses can leverage off, and build on,
the New Zealand brand. I congratulate InterCity's
decision to show leadership and become carbon
neutral. It is good for business and will
help in achieving the Government's aim for
New Zealand to become the world's first
truly sustainable and carbon neutral nation,"
Helen Clark said.
In a similar move, Pacific Blue NZ has
launched a Carbon Offset scheme, a first
for airlines operating in New Zealand. Pacific
Blue NZ travellers now have the opportunity
to offset the greenhouse gas emissions produced
by their flights. This option is offered
at the ticket booking stage, the cost of
carbon offsetting added into the ticket
price.
"Any move which allows passengers
to offset their individual flight emissions
is a positive step in our bid to negate
future climate change," said Mr Parker,
Minister Responsible for Climate Change
Issues.
"The greenhouse gas emissions caused
by air travel are a key issue for New Zealand,
with our geographic location and the importance
of exports and inbound international tourists
to our economy," Environment Minister
David Benson-Pope said.
"This Government is taking bold steps
towards carbon neutrality in the public
sector, and asking all New Zealanders to
play their part in mitigating climate change.
I'm encouraged to see innovative companies,
such as Pacific Blue NZ, show leadership
in the business sector, and giving Kiwi
consumers the opportunity to reduce their
own carbon footprint," said Mr Benson-Pope.
+ More
SIGnals Issue Nine - June 2007, INFO199
- Welcome to this issue of SIGnals, the
New Zealand Ministry for the Environment's
e-newsletter linking you to advice and information
on what's happening in the world of sustainable
business.
SIGnals contains updates, tools, resources
and case studies focused on helping industry
compete and grow sustainably.
If you have any questions or comments,
please contact us via signals@mfe.govt.nz
(or to have your name added or removed from
the SIGnals mailing list), or phone (04)
439 10000.
Links to additional Ministry projects and
tools
The latest on sustainable industry initiatives
Budget 2007 provides for sustainability
initiatives
In the recent Budget 2007, the Government
allocated funding for six sustainability
initiatives announced in the Prime Minister’s
statement at the opening of Parliament.
These six initiatives will help put New
Zealand on the path to becoming a sustainable
nation. Sustainability offers significant
opportunities to New Zealand businesses,
through new markets, cost savings through
efficiency, enhanced corporate reputation
and smarter risk management.
The six sustainability initiatives are:
Helping households towards sustainability
will raise awareness among householders
about sustainability issues and encourage
them to take simple steps to become more
sustainable. Such steps including using
electricity and water more efficiently,
and better managing waste by recycling and
composting.
The Ministry for the Environment is leading
the programme which has a budget of $6 million
over three years.
Business partnerships for sustainability
will promote and develop sustainable business
practices in New Zealand.
The three main elements of the programme
are:
Marketing sustainable businesses and helping
sustainable businesses access new markets
here and overseas
Developing sustainability strategies and
action plans for sectors, such as tourism,
food and beverage, aquaculture and agriculture
Working with existing networks, such as
the NZ Business Council for Sustainable
Development and the Sustainable Business
Network, to enhance business sustainability
programmes.
The Ministry of Economic Development is
leading this programme, which has a budget
of $3 million over three years.
An example of the kind of work that could
occur under this initiative is the recent
sustainable business practice seminar series
delivered by the Wellington Regional Chamber
of Commerce and Ministry for the Environment.
These seminars have recently been conducted
in the lower North Island and Marlborough.
Approximately 450 organisations attended.
Enhanced verification of eco-friendly goods
and services. The Government will develop
an online database to give consumers and
businesses guidance on which goods and services
have been sustainability produced.
It will also develop a verification system
and criteria so that any business that wants
to trade on sustainability will know what
to look for, before they commit to any commercially
available eco-label or sustainability programme.
This programme will include eco-labels
such as the Government’s Environmental Choice
and sustainable management practice programmes
such as Landcare Research’s CarboNZero.
The Ministry of Economic Development is
leading the programme, which has a budget
of $7.4 million over four years for this
and sustainable government procurement.
Government to buy eco-friendly goods and
services, using its purchasing power to
grow the market for environmentally friendly
products. It will integrate sustainability
into a single procurement policy, and require
sustainably produced goods and services
to be used whenever possible
This programme will be closely aligned
with the development of eco-labels, standards
and verification processes to assist procurement
decisions and influence businesses.
The Ministry of Economic Development is
leading the programme, which has a budget
of $7.4 million over four years for this
and the enhanced eco-verification programme.
One example of a current programme to implement
this initiative is the Govt3 programme,
which helps central government agencies
become more sustainable. This programme
includes Govt3 agencies buying environmentally
friendly products.
Public service takes lead in becoming carbon
neutral, with six lead agencies – the Ministry
for the Environment, Ministry of Health,
Ministry for Economic Development, Inland
Revenue Department, Department of Conservation
and Treasury - will be carbon neutral by
2012. All remaining core government departments
will be on the path to carbon neutrality
by 2012.
The Ministry for the Environment is leading
the programme, which has a budget of $10.4
million over three years.
Towards zero waste. Waste initiatives announced
in February 2007 build on existing waste
management and minimisation work, and include
establishing a network of public recycling
facilities.
A network of public recycling facilities
will be placed in larger cities and tourist
destinations. There is also a programme
that will assist with providing recycling
facilities at major public events, to encourage
people to recycle while out and about.
Three sites will be piloted during the
first year before expanding the programme
nationally in high population areas.
The Ministry for the Environment is leading
the programme (in partnership with local
government) which has a budget of $4.5 million
over three years.
Implementation of sustainability initiatives
Policy for these initiatives is in the initial
stages of being drafted and stakeholders
will be consulted before it is finalised.
The Ministry for the Environment and the
Ministry of Economic Development are hosting
workshops to share progress on the sustainability
initiatives. Workshops will be held in:
Auckland - 20 June, 10.00-12.30 pm (Room
1, Level 4, Sky City Convention Centre)
Wellington-27 June, 1.00-3.00 pm (Deloitte
Lounge, level 4, Westpac Stadium Function
Centre)
Christchurch - 13 July, 2.00 - 4.00 pm
(Dickson Room, Westpac Canterbury Centre,
Cashel Mall)
These workshops are the first of a number
of meetings between the Government and business
on the sustainability initiatives, and take
the place of the regular Ministry/Industry
liaison meetings for this quarter. The Government
will create further opportunities for business
to engage with these sustainability initiatives.
If you would like to attend one of the above
workshops, please RSVP to industry.liaison@mfe.govt.nz
by 22 June 2007.
For further details on all initiatives,
plus information on government work programmes
in these areas, please visit the Ministry's
website.
+ More
Warm up your winter with the right wood
burner
Media release: 22 June 2007
New research released today by the Ministry
for the Environment reveals that installing
pellet burners or approved wood burners
makes homes warmer and improves air quality.
New Zealand has good air quality in most
locations for most of the time yet wood
and coal, used for home heating, affects
air quality in around 30 locations, particularly
during the winter. Just over half of New
Zealanders live in these affected areas.
Domestic solid fuel burners are the main
source of air pollution in most urban areas
because they emit fine particles. These
particles cause significant health problems,
including respiratory diseases, asthma attacks,
reduced immunity and even premature deaths.
The Ministry introduced the national environmental
standards (NES) for air quality in 2005
to address this. It later commissioned a
national review of wood burners to check
if those offered for sale in winter 2006
matched their test results in both design
and performance. The Ministry worked on
the review with Environment Canterbury,
Nelson City Council and the New Zealand
Home Heating Association.
“Compliance was not as good as we’d hoped
but not surprising because until the air
quality national environmental standards
came into effect in September 2005 there
was no national regulation of wood burners,”
says Ministry general manager, Sue Powell.
“Since the review, manufacturers have been
working hard to improve their products and
we expect better compliance in future.
“The Ministry’s list of approved wood burners
has been updated to reflect today’s results
and I encourage all buyers, retailers and
installers to take advantage of the review
findings.”
The Ministry tested real-life emissions
from nine NES-compliant wood burners and
four pellet burners that were installed
in Tokoroa homes last winter.
Emissions of fine particles produced by
the NES-compliant burners was almost a third
less than older, non-compliant burners tested
in Tokoroa the previous winter.
“The test gives us confidence that the
emissions from NES-compliant burners are
less harmful than from older wood burners.
And wood pellet burners are one of the most
sustainable forms of solid fuel heating
commonly available,” says Ms Powell.
Additional information
The following reports are available from
the Ministry’s website at: http://www.mfe.govt.nz/publications/energy/
Warm homes technical report: Real-life
emissions testing of wood burners in Tokoroa
Warm homes technical report: Real-life emissions
testing of pellet burners in Tokoroa
The National wood burner performance review
– Phase 1 is available at: http://www.mfe.govt.nz/publications/air/
The list of approved wood burners is located
on the Ministry’s website at: http://www.mfe.govt.nz/laws/standards/woodburners/authorised-woodburners.html
More information about making your home
warmed is available from the Ministry for
the Environment’s Warm Home project: http://www.mfe.govt.nz/issues/energy/warm-homes/
