Small business – Eco Homes

The innovators: looped water system for Earth friendly shower

February 23, 2016 admin

This article titled “The innovators: looped water system for Earth friendly shower” was written by Shane Hickey, for The Guardian on Sunday 21st February 2016 09.00 UTC

When he was working on an academic project with Nasa, Mehrdad Mahdjoubi, a Swedish industrial designer, realised there could be parallels between sustainability in space and on Earth. The extremes of space required that the vital resource of water be used in the most efficient way possible. Water should also be used like this in the home, he thought.

Inspired by those experiences with the space agency, Mahdjoubi created a shower system that reuses the same water in a circular loop, while two filters take out impurities as it circulates.

This Shower of the Future , from his company, Orbital Systems, can operate on five litres of water. The water constantly circulates for 10 minutes or so – the time of an average shower – in turn saving also on energy.

“The reason that we make it work sustainably in space is because we have to do it,” the Swedish industrial designer said. “What if we try the same things on Earth … [if] the house was like a space capsule, how would we go about it? The most sustainable lifestyle is the one that we have in the most extreme environments and that may be in space or in a submarine where you actually have no choice but to really care for the resources that you have.”

Mahdjoubi said that while savings have been made in how water is used in toilets and washing machines, the same was not true of the shower. “Without changing the technology, we seem to just heat up water and put it down the drain,” he said. In Sweden, where the company is based, the average shower emits 15 litres of water a minute. During a 10-minute shower this amounts to 150 litres, he said.

The Orbital Systems shower starts with five litres of water and adds more if some is splashed out or is taken out of the system by the filters.

Water is first pumped through two filters, one which takes out larger particles such as sand, skin and dust and then a finer filter to extract bacteria, viruses and blood.

From there the water travels through a heater that moderates the temperature, which is set by a wheel control the user can change from hot to cold. The water then exits the shower nozzle as normal.

But when the water trickles through the drain it goes through a sensor which analyses it. If it is contaminated, the sensor recognises this and replaces the water.

The company says water flows at a rate of 20 litres a minute, compared to conventional showers, which typically range between seven and 12 litres a minute.

The shower takes in water from the mains until it senses that there is enough to go in a constant loop, said Mahdjoubi. “Even though the water is clean we would always flush it out before the next user. Comparing [it] to a hot tub where you sit in your own dirt for however many minutes, this is way more hygienic. When you stand in front of one of these showers you completely forget that the water is being recycled. It is the most unremarkable thing.”

The shower unit can be fitted as either an integrated system in the floor or as a standalone cabin with glass walls. The first units were delivered in December with most of the sales to commerical customers such as gyms, residential homes, swimming pools and the Swedish military. Nursing homes and hospitals have also bought them, said Mahdjoubi, because of the filter system.

“Not because they really want to save a lot of water but because you can guarantee that the water is clean and free from Legionnaires’ disease because it is always being filtered.”

How much money is saved depends on the cost of water and energy and how often the shower is used, he said. The company claims that a UK home can save £1,100 a year assuming there are four showers taken a day lasting nine minutes each.

Offsetting this is the price of the shower. The cheaper of the two residential units, where the shower is integrated into the floor of the bathroom, costs £3,300 while the standalone cabin costs £4,100.

As sales increase, Mahdjoubi said, the price would fall to less than £2,000 in three years. “I would say that we are steadily going down in price but we have to start where the market can afford it, that is why we have this premium and commercial focus we have right now,” he said.

A family would need to spend an average of about £110 every year replacing the purification capsules.

So far hundreds of the showers had been sold, said Mahdjoubi, and there had been particular interest from Denmark (location of one of the highest water prices in the EU) and from California, where there had been persistent droughts over recent years.

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Don’t brand your business with the label ‘ethical’

March 26, 2015 admin

This article titled “Don’t brand your business with the label ‘ethical'” was written by Oliver Balch, for theguardian.com on Thursday 26th March 2015 09.30 UTC

Handmade cosmetics retailer Lush is proud of the fact it does zero advertising. It’s also pretty chuffed about its ethics. It has every right to be, having won an Observer Ethical Award last year. The Dorset-based brand shuns animal testing, caps executive pay, donates to anti-fracking groups, pays its African suppliers a fair price and much else besides.

Would you know though? Not from its minimal packaging, that’s for sure. Lush shuns the word “ethical” and its synonyms (think “eco”, “sustainable”, “responsible”, “good” and so on). Instead, its marketing is all about laying its products bare. That way, says Hilary Jones, the company’s ethics director, there’s “an obvious dialogue that begs to be had between us and our customers”.

On the face of it, Lush appears to be missing a trick. All the evidence suggests that consumers are increasingly concerned about the ethics behind what they buy. The latest Trust Barometer from public relations firm Edelman places ethics and integrity top of 16 specific categories that engender the public trust.

Just because consumers want their brands to be ethical, however, doesn’t mean they want brands banging on about it non-stop. No one much likes the person who boasts relentlessly about their charity work or moral good conduct. When brands do it, the effect is just the same.

Explicit ethical branding has other negative connotations too. First, there’s the quality question: will this eco-branded washing powder get my clothes whiter than white? Some shoppers will doubt it. Similarly, on price, there’s a widespread (and usually justified) perception that “ethical” means expensive. A niche shopper may pay a premium for their principles, but the majority will not.

“In practice, most consumers assess their needs first, then how much they can afford to get those needs met,” says Brian Ahearne, director at London-based public relations agency Parker, Wayne & Kent. “Sometimes ethics will come into the mix, but that’s pretty rare.”

It’s not just consumers who are wary about ethical branding. The branding people are too. The fear is that by boasting about their ethics, brands will be setting themselves up for a fall. Take the Co-operative Bank, says Ahearne. For a long time it was the ethical poster-child, but news of its financial woes and drug-taking management were met with an eviscerating, almost gleeful backlash.

“As I always tell my clients, there’s only six inches between a slap on the back and a kick up the arse,” says Ahearne. Or, to put it another way, if you put your head above the parapet expect someone to take a pot shot.

Perhaps finding a less toxic term than “ethical” is the answer? Giles Gibbons, co-founder of specialist communications firm Good Business, is cautious about name games. Terms that resonate with ethical shoppers rarely do so with mainstream consumers. “Fair trade” represents a rare example, he suggests, but even that carries a “worthy” (read, boring) image for some.

Actions, not words

For Gibbons, words are not the most important factor; actions are what count. “Too many brands are trying to get the green or ethical label, rather than genuinely being a good business and getting the benefit from that,” he says.

He admits that most marketing professionals gulp at this message. Branding is their home turf, not “being” – but there’s no way round it. If ethical marketing is going to work, the ethics have to come first and the marketing second. Therein lies authenticity. Anything else smells, well, fishy.

Cheryl Giovannoni, chief executive of Ogilvy & Mather, concurs. Take Starbucks, she says. The Seattle coffee chain has umpteen certificates to say it’s sustainable. So does she believe it when it claims to source its beans ethically? “Not when I question whether they pay the right amount of tax in the UK,” she argues.

That doesn’t mean brands should keep schtum. No one is a saint – not even Lush. What the public expects isn’t ethical perfection; it’s clarity on what a brand stands for, and transparency on how its ethics are staking up.

Sarah Pinch, president of the Chartered Institute of Public Relations, gives the example of Devon-based food box delivery brand Riverford. The company grew so quickly that it had to go back on an initial pledge to buy only UK-grown produce, she says. Now it imports veg from France in spring, although it commits to zero airfreight.

For Pinch, such transparency only adds to her trust in the brand – it doesn’t detract from it: “Consumers and the media are now much more adept at testing ethical claims, so the need for greater accountability and openness is absolutely vital. PR professionals have a responsibility to tell their clients: we can’t say Produce A is 100% ethical. What we can say is that we are taking every effort to meet this and this ethical standard and here’s the proof.”

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