Creative Destruction, Eco-Frivolity, and 67 Other Innovations I Saw This Week

Green is a hotbed of innovation today. But which new ideas are groundbreaking, and which are destined for the Darwinian heap?


The Trendwatching Brief should be considered mandatory reading, providing a refreshing perspective on international creativity and challenging you to rethink consumption, values, and human behavior. So it was with great interest I opened the latest Brief titled “Innovation Insanity.” It presented 67 innovations from around the world that were “on trend”–perfect for living better, saving the planet, or just plain looking cool.


My interests lie at the intersection of green, brands, and
innovation. With these filters in place, I scanned the new ideas. They
generally fell into four buckets:

1. Revolutions–According to the theory of creative
destruction, revolutionary innovations lead to the undoing of the status quo.
Digital usurped analog, Walmart displaced Woolworths, and so on. These
ground-breaking ideas don’t come along every day, and they’re difficult to
predict. But I thought there were a few in the list that might qualify.

2. Evolutions – The “Reality TV” of innovation. Take a
successful idea, give it a minor twist, and position it as something new.
Familiar enough to be comfortable, different enough to be talked about, these
‘purple cow’ ideas comprise the vast majority of innovation. They keep us
consuming while we wait for the next big thing.


3. Differentiators–Differentiators lie somewhere
between revolutionary and evolutionary ideas. These innovations make us sit up
and take notice, but won’t inspire us to tattoo the company’s logo on our head.

4. Fast Failers–It took Thomas Edison 3,000 failures to
invent the electric light. A number of the ideas I reviewed seemed like they’d
fall into the fast fail category, destined to be more valuable for their
learning than their success.

And what innovations presented fit these categories?

Method Laundry Truck


Solar panel windows–As aesthetically pleasing as they
may be, windows are typically a drain on a building’s energy. These windows
from the Netherlands, however, are the opposite. Not only can they be set to
filter out light (preventing heat from entering the building on sunny days),
but they act as solar panels, feeding power into the home or grid. When you
consider how many windows are in the average building, this take on solar power
seems to come with a brilliant insight to match its technological breakthrough.


Mobile laundry / clothing donation–Leave it to the
folks at Method to create a completely brand-centric, unique, and fun way to
donate your clothes. Their glass-walled washmobile cruises the streets of NYC,
offering to take the clothes off your back, wash them and donate them to local
charities. Expect impulse fashion buying to go through the roof, as people
selflessly give up last season’s jacket to justify getting that cute little
piece in the boutique window.


Organic soups delivered by bike–Can’t quite see the
innovation here. Anyone who’s lived in Asia or Europe has seen the same concept
countless times. Now, if they actually made the soup while cycling, that would
be worth sitting down and looking at.


Cardboard boxes with seeds built in–Every
eco-consultant in the world has their business card printed on seed paper. Last
Christmas, I received a half dozen greeting cards printed on same. Now, my
refrigerator will come in a box impregnated with tree seeds. Not that new. That
said, perhaps the cardboard box concept will be a differentiator–taking a
niche product to the mainstream.

ATM Giving–I can round up my bill payment for a good
cause already. I can give to charity as part of my purchase at some boutiques.
Now I can send half my ATM transaction fee to a cause of my choice. Nice idea,
convenient, and only half as annoying as paying full service fees for the
privilege of withdrawing my own money from a machine.

Buy-one-get-one eyewear–When Tom’s Shoes created its “buy a pair of shoes, and we give a pair of shoes” program, it was fresh and
inspiring. So much so that pretty much everyone is doing it now. WarbyParker is
giving a pair of eyeglasses for every pair you buy, a wine vendor is giving
water for every bottle of wine you buy, and a tie-maker giving a school uniform
with every tie you buy. Nice, yes. Innovation, no.



Carbon footprinting on menu items–Tesco has introduced
shelf displays that document the carbon footprint of food items in the U.K.
Walmart is working on the same idea in the U.S. But now, Australian restaurant
Otarian is introducing the idea to its restaurant menu. If nothing else, this
should boost liquor sales as diners experience the stress of trying to find
entrees that are local, organic, solar-powered and ethical.

Solar purchasing collective–I met the folks from One
Block Off The Grid at last year’s Sustainable Brands Conference, and thought
their idea (essentially, ganging solar buyers together by geography in order to
negotiate favorable deals from suppliers, installers and financiers) was a
great one. Plus it addressed several real consumer needs. Glad to hear they’re
doing well. Look for this model to set the tone for how clean energy is sold to
consumers in the future.


Eco-coach in your car–Fiat came up with the idea of
eco-tips for drivers with their ecoDrive software. The follow up includes
coaching in real time, in your car. From giving you the most efficient routes
to telling you to lay off the leadfoot, this innovation taps into the insight
that modifying consumer behavior can create incredible efficiencies. Expect
this idea to be copied by all when it’s introduced.

Daniel Schipper lamp

Fast Failers


The crowdfunded lamp–Dutch designer Daniel Schipper
will show you online pictures of his ‘100 x 100’ lamp. But he won’t produce one
for you to buy until he’s received a hundred orders. Not only does this planned
scarcity provide a good status story, but it allows Schipper to tweak his
design until he gets one that really triggers sales.

What innovation to which developing nation?–Kopernik is
a go-between connecting inventors, donors, and non-profits in developing
countries. Inventors pay to display their technology on Kopernik’s site.
Non-profits write proposals outlining how they would use those innovations. And
donors pledge money to the proposal / invention they believe has the most
merit. Although Kopernik’s business model isn’t a fast failer per se, it has
the power to weed out all but the strongest innovation ideas for those in need.

Thermoelectic recharge rubber boots–I’ve seen solar
recharging backpacks. I’ve seen power generating dancefloors. Now there’s
rubber boots that recharge your iPod using the heat of your feet. Expect this
idea to either join the ranks of the ‘nice novelties’ and quietly die, or
explode as the next ‘must have’. My bet is on the former.


Only time will tell if my
insights into these green innovations hold water. If I get it wrong, I’ll buy you a solar powered, locally
brewed, ethical beer at Otarian.

About the author

Marc Stoiber is a creative director, entrepreneur, green brand specialist and writer. He works with clients to build resilient, futureproof brands. Marc's leadership positions have included VP of Green Innovation at Maddock Douglas, President and Founder of Change Advertising, National Creative Director of Grey Canada and Creative Director of DDB Toronto