Sustainable Innovation

5th Week of Sustainable Development in France aims to ‘Change Behaviour’

For the fifth year consessively, the French Ministery of Ecology is organising a ‘Semaine du Développement Durable’. This years theme is ‘Passez au Durable’ : Let’s Change Behaviour. A series of affiches has been created that show ‘Personas’ : role models who have adapted Sutainability Principles.  

‘Passez au Durable’, Week of Sustainable Development, April 2010, France

‘La Semaine du développement durable’ has become a well-known event in France. The MEEDDM (Ministry of Energy, Ecology, Sustainable Development and Sea) invites companies, associations, public services and schools to promote the principles of Sustainable Behaviour. 

Several thousand events are announced around France. Among them creative workshops and conferences on a future sustainable house ‘Decouvrez votre pochaine maison’ and an exposition of recycled furniture and house objects in the Designpack gallery

Exposition ‘R’ de Recyclage – La seconde vie des emballages’ at the Design pack gallery‘; one of the exposed items is the chair ‘Bouchon d’Amour’ made of recycled bottle parts (70%) and PE (30%) – also sold at 250 euro at

The 2010 objective is to mobilise French people to adapt more responsable behaviour. A recent IFOP study showed that French people understand the advantages for the environment of a more sustainable behaviour. Unfortunately, many people feel  ‘saturated‘ about the communication on Sustainable Development and do not really yet change their behaviours. A conclusion can be drawn that in order to motivate people to change behaviour, the communication messages should be well targeted and indicate personal and business advantages alongside the general environmental and societal advantages.

Role models showing Sustainable Behaviour

Pedagogic affiches have been developed that show Personas that are representatives of specific target audiences : a company owner (private sector) , a mayor (public sector) and a citizen (citizen) who all have adapted respective sustainable habits in their daily life and work.

–  Jean-Marc, the company owner, explains howhas managed to reduce energy consumption and waste production in his company, generating cost reduction ánd an environmental advantage. Jean-Marc has also adapted a strategie ‘Responsabilité Sociale et Environmentale’ (CSR) for his enterprise.

Catherine, a mayor, shows how her municipality tries to be exemplairy, stimulating public transport, waste reduction, sustainable purchase of goods and citizens are mobilised to pay attention to environmental and social matters.

– Myriam, an eco-citizen, explains how she has changed her behaviour : Myriam has chosen a  car with a relatively low carbon emission (less than 120 gr/km) to profit from the French governmental ecological bonus. She is  curious about the future ‘CO2 emission’ and other eco-indicators on consumer products as of 2011 that will allow her to make an ecological choice of products in the near future.


The affiches show Sustainable Changes made by different groups in society.  Which is great. They also show specific business and personal and business benefits combined with environmental and societal advantages.  Perfect. But : will these examples make a change ? Are they inspiring enough – notably for the people who are receptive for these kind of messages ?

Why not showing Role Models who are just a bit more ambitious ?

– We could think about the Eco-citizen Miranda, a  fashionable and sympathetic young lady, who is using public transport, buys goods from ‘Commerce Equitable’ brands, prefers Bio-coton which is both comfortable, beautiful and gives her peace of mind, actively particpates in the ‘Développement Durable’ team of the company where she is employed, and is now setting up a project to educate school children on recycling principles ?

– Why not show the company owner Jean-Christophe, who is also a father of 3 and active hockey player and coach, who is making a good business with biodegradable products, sits in the entreprise steering committee of the Agenda 21 project for its municipality, one of the projects undertaken are intercompany projects for flexible work hours, diversity and employment of handicapped people.

– Or what would you think about an imaginairy mayor Charlotte, who has managed in the last 2 years to reduce energy and waste consumption in her community by a factor 30%, is part of the Eco-Maires de France and believes that the municipality has an important role to play to create a responsable entrepeneurial climate with, among the initatives, a public-private platform to discuss best practices of Sustainable Development, encouraging green tech start-ups, creating  jobs and proudness in her community about the cities efforts on Sustainable Development !

Would that be too ambitious ? What is your opinion ?

FLUDIA makes office energy consumption visible

Marc Bons and Alexandre Neto of Fludia

Fludia and Energies Attitude. Earlier I’ve shortly described the company Fludia and its energy saving solutions. I’ve had the opportunity to exchange further about Fludia with Marc Bons, the Founder of the company, and Alexandre Neto, Technical Energy Consultant.

Marc Bons, worked first at EDF Business Innovation Group where he accompanied start-up companies. In 2002, he founded Fludia, based on two pillars : (1)  a new technology for optical energy measurement and end-user analysis and (2) the increasing market for energy consumption visualisation. Alexandre Neto, electrical engineer joined Fludia in 2008 and has become one of the key technical consultants.

Energies Attitude and The Fludiameter

The Fludiameter, the companies optical reader has been further developed and patented. The tool measures the electrical current per second with an optical reader and provides detailed technical data.

Fludiameter (left), connected to the central energy box (right)

Energies Attitude. Next to the Fludiameter as an off-the-shelf-product, Fludia offers now packaged services, that help customers to manage their energy consumption, ‘Energies Attitude’, consisting of 3 phases:

1. Baseline Measurements : During three to four weeks the energy use is measured (‘Etat des Lieux’ in French) with the Fludiameter. Results are discussed with the management and realistic objectives to reduce energy are defined.

Example of analyses of Baseline Measurement of 3 days.

2. Implementation of New Objectives. Fludia organises workshops with small groups of employees. Fludia explains to the employees how small behavioural changes can make the difference. Think about turning off the computer screen, which reduces the energy consumption from 20 to 0 Watt. Or lowering the temperature of unused rooms. Often, a real-time energy consumption screen is shown in the company hall to motivate people, as shown below.

Real-time presenting of the companies energy consumption, CO2 equivalent and energy costs compared to baseline and objective.

2. Feedback and Communication. Energy and cost savings are reported back at the end of the campaign.


Cost Reduction : Energy saving and cost reductions vary from 5 to 25%, depending on the customer This leads to a Return of Investments ranging from 6 months to 2 years, according to Fludia.

Unique : Combining technology with analysing expertise. With its services, Fludia is unique in France as it combines the easy to implement technology of the Fludia-Meter, the teams analysing expertise, the customised advice and the employee mobilisation trainings.

Complementary to the Bilan Carbone. The Energy audit of Fludia is seen as complementary to the Bilan Carbone that is labelled by ADEME. Fludia’s analyses go into much more detail with respect to energy use, as it is based on energy fluctuations through-out the day and includes recommendations with respect to electrical equipment and user behaviour. Maybe one day Fludia’s indicators will be adopted by ADEME ?

Key customers and partners

Fludia’s key customers are first of all public institutions like Rueil, Nanterre, Longjumeau, Chelles and Le Vésinet. The interest from the private sector is rising too. For instance, Saint Gobain in the Auvergne is measuring new buildings built as ‘Batiment Basse Consomption’ (BBC).

Strategic Partner of Fludia is first of all EDF, that is commercialising Fludia’s diagnostic services. Also, the SYDEV and SIGEIF (organisations working for municipalities) are partners and customers of Fludia.


Mini Corporate Responsibility Strategy. Fludia is trying to behave responsible on its own scale, like its customers do. Regular measurements of electrical consumption are common. Marc Bons favours a pleasant working environment and choosing public transport over transport by car.

Developments. Fludia is constantly developing its analysing and expert communication skills with respect to energy currents. Further more, it is investigating the application of the Energies Attitude in the consumer market and is offering ‘test offers’ (69 TTC) to be installed by the consumers themselves.