Heidelberg Systematically Integrates Environmental Protection into Product Design
12/21/2001
Results presented at environmental congress in Kiel
Working in tandem with econcept, a Cologne consultancy agency for ecology and design, Heidelberger Druckmaschinen AG (Heidelberg) has completed a two-year project investigating the development of environmentally friendly products. This project on the "Implementation of ecological product design concepts in mechanical engineering companies" was promoted by the Deutsche Bundesstiftung Umwelt (German Federal Environmental Foundation). Heidelberg used the example of a scanner at the Kiel site to identify environmentally relevant strengths and weaknesses and developed methods and instruments in order to enhance products from both ecological and economic perspectives. A further result involved the integration of product-related environmental protection into business procedures for strategic management, product development/design, production and marketing. The findings were incorporated directly into a follow-up product, which consumed 20% less power and weighed only 90 kg instead of 150 kg. Material consumption levels are much lower.
At the start of December, Heidelberg presented its results to the Foundation and 25 environmental experts from all areas of Germany at the Kiel site. The specialists then took part in two workshops entitled "End-of-life management" and "Product management". Heidelberg's project experience indicated that the following points were important. Firstly, it is necessary to identify the environmental requirements and the shortcomings in the product and then systematically integrate environmental protection aspects into development projects. The development process is successful when it helps sell the ecological added value of the products.
Eco products are the goal
The question of whether an ecolabel can make ecological products more attractive to the customer was not conclusively answered at the congress. Michael Arretz, who deals with environmental and business policy in the Otto Group, stated that "in the textile sector, ecolabels are a minus rather than a plus for many buyers". Even if market pressure to move towards ecological product development is currently only very slight for most products, all participants agreed that companies who rest on their laurels in the product development department will lose market shares in the future. Eike Frühbrodt from Heidelberg's product management team explained: "In Heidelberg products, environmental protection stands for innovation. Even if the number of customers who base their purchasing decisions on advanced environmentally friendly equipment is still only small, this is an area we are committed to." Dr. Bernhard Küter, Departmental Head of Working Substances at the Berufsgenossenschaft Druck und Papierverarbeitung (German Statutory Accident Prevention, Rehabilitation and Compensation Institute in the Printing and Paper Industry) stressed the significance he attaches to an ecological orientation in product development and application: "Environmental protection is health protection. Our goal has to be "eco products", i.e. products that harmoniously combine ecology and economy." The experts agreed that marketing strategies should place more emphasis on the use of ecological products.
Integrating ecological aspects into business processes
"It is our aim to create exciting economic opportunities for our customers through environmentally friendly products", explains Dr. Klaus Spiegel, Member of the Management Board of Heidelberger Druckmaschinen AG (Heidelberg). He is responsible for the web offset sector and deals with environment-related areas.
The great store that Heidelberg sets by environmental protection can also be seen in the environmental report which has been published annually since 1993. For the 2000/2001 reporting period, a "sustainability report" was produced for the first time instead of the conventional environmental report. It integrates all the data from the social, annual and environmental reports that is relevant to the target groups and illustrates the interactions between financial aspects, ecology and social responsibility. Since fall 2001, the company has been included in the Dow Jones Sustainability Indexes STOXX and WORLD. These indexes extend across all industries and enable investors to make an objective assessment of both the economic situation and the environmental and social commitment of particular companies. In March 2001, Heidelberg's 1999/2000 environmental report won the German Environmental Reporting Award for its informative and innovative presentation of its environmental commitment.
You can order the sustainability report and brochures from the "Printing and the Environment" series from environment@heidelberg.com .
For further information:
Heidelberger Druckmaschinen AG
Hilde Weisser
Corporate Communications
Tel.: +49 (0)6221 92 50 66
Fax: +49 (0)6221 92 50 46
E-mail: hilde.weisser@heidelberg.com
Working in tandem with econcept, a Cologne consultancy agency for ecology and design, Heidelberger Druckmaschinen AG (Heidelberg) has completed a two-year project investigating the development of environmentally friendly products. This project on the "Implementation of ecological product design concepts in mechanical engineering companies" was promoted by the Deutsche Bundesstiftung Umwelt (German Federal Environmental Foundation). Heidelberg used the example of a scanner at the Kiel site to identify environmentally relevant strengths and weaknesses and developed methods and instruments in order to enhance products from both ecological and economic perspectives. A further result involved the integration of product-related environmental protection into business procedures for strategic management, product development/design, production and marketing. The findings were incorporated directly into a follow-up product, which consumed 20% less power and weighed only 90 kg instead of 150 kg. Material consumption levels are much lower.
At the start of December, Heidelberg presented its results to the Foundation and 25 environmental experts from all areas of Germany at the Kiel site. The specialists then took part in two workshops entitled "End-of-life management" and "Product management". Heidelberg's project experience indicated that the following points were important. Firstly, it is necessary to identify the environmental requirements and the shortcomings in the product and then systematically integrate environmental protection aspects into development projects. The development process is successful when it helps sell the ecological added value of the products.
Eco products are the goal
The question of whether an ecolabel can make ecological products more attractive to the customer was not conclusively answered at the congress. Michael Arretz, who deals with environmental and business policy in the Otto Group, stated that "in the textile sector, ecolabels are a minus rather than a plus for many buyers". Even if market pressure to move towards ecological product development is currently only very slight for most products, all participants agreed that companies who rest on their laurels in the product development department will lose market shares in the future. Eike Frühbrodt from Heidelberg's product management team explained: "In Heidelberg products, environmental protection stands for innovation. Even if the number of customers who base their purchasing decisions on advanced environmentally friendly equipment is still only small, this is an area we are committed to." Dr. Bernhard Küter, Departmental Head of Working Substances at the Berufsgenossenschaft Druck und Papierverarbeitung (German Statutory Accident Prevention, Rehabilitation and Compensation Institute in the Printing and Paper Industry) stressed the significance he attaches to an ecological orientation in product development and application: "Environmental protection is health protection. Our goal has to be "eco products", i.e. products that harmoniously combine ecology and economy." The experts agreed that marketing strategies should place more emphasis on the use of ecological products.
Integrating ecological aspects into business processes
"It is our aim to create exciting economic opportunities for our customers through environmentally friendly products", explains Dr. Klaus Spiegel, Member of the Management Board of Heidelberger Druckmaschinen AG (Heidelberg). He is responsible for the web offset sector and deals with environment-related areas.
The great store that Heidelberg sets by environmental protection can also be seen in the environmental report which has been published annually since 1993. For the 2000/2001 reporting period, a "sustainability report" was produced for the first time instead of the conventional environmental report. It integrates all the data from the social, annual and environmental reports that is relevant to the target groups and illustrates the interactions between financial aspects, ecology and social responsibility. Since fall 2001, the company has been included in the Dow Jones Sustainability Indexes STOXX and WORLD. These indexes extend across all industries and enable investors to make an objective assessment of both the economic situation and the environmental and social commitment of particular companies. In March 2001, Heidelberg's 1999/2000 environmental report won the German Environmental Reporting Award for its informative and innovative presentation of its environmental commitment.
You can order the sustainability report and brochures from the "Printing and the Environment" series from environment@heidelberg.com .
For further information:
Heidelberger Druckmaschinen AG
Hilde Weisser
Corporate Communications
Tel.: +49 (0)6221 92 50 66
Fax: +49 (0)6221 92 50 46
E-mail: hilde.weisser@heidelberg.com
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