1. Element is an advocate for business, planet &
wellbeing – our three main editorial pillars.
Our content focuses on the triple bottom line and
what this means for New Zealand – finding an
economic, social and environmental balance for the
future prosperity of all New Zealanders.

2. Source: Nielsen CMI Q3 13 – Q2 14.
Based on an AP10+ Audience.
With both a permanent
digital section on
nzherald.co.nz and a
print publication on
the last Monday of
each month in The New
Zealand Herald, Element
aims to inspire and
guide Kiwis to transform
New Zealand into the
healthiest, most liveable
destination on
the planet.
ABOUT ELEMENT
PLUS: Sea Week / EcoWest / Climate change / Composting toilets / Organics
Innovations for the home
Building clean tech
NZ’s best timber, and how to use it
Ways with wood
Bright green
architecture
Meet the planet’s
best eco architects
How buildings
can benefit nature
Monday, February 24, 2014
BUSINESS PLANET WELLBEING
Has coal lost its sheen?
Black gold
PLUS: Sea Week / EcoWest / Climate change / Composting toilets / Organics
Innovations for the home
Building clean tech
NZ’s best timber, and how to use it
Ways with wood
Bright green
architecture
Meet the planet’s
best eco architects
How buildings
can benefit nature
Monday, February 24, 2014
BUSINESS PLANET WELLBEING
Has coal lost its sheen?
Black gold
Monday, July 28, 2014
BUSINESS PLANET WELLBEING
PLUS: Solar power / Wood stoves / Hot water / E vehicles
It isn’t over
The GE debate
Interview: chief bodyguard
Saving the gingas
Nelson Mandela
Te Radar
the blue
economyA new global
business paradigm
Monday, July 28, 2014
BUSINESS PLANET WELLBEING
PLUS: Solar power / Wood stoves / Hot water / E vehicles
It isn’t over
The GE debate
Interview: chief bodyguard
Saving the gingas
Nelson Mandela
Te Radar
the blue
economyA new global
business paradigm
PLUS: Te Radar / efficient homes / solar energy / save the honeybees
Mitsubishi’s Outlander PHEV
Hybrid car test drive
Expert organic tips
Spring gardening
Farming
for a cleaner
future
Monday, September 29, 2014
BUSINESS PLANET WELLBEING
Will Abbott change his mind?
G20 & climate change
PLUS: Te Radar / efficient homes / solar energy / save the honeybees
Mitsubishi’s Outlander PHEV
Hybrid car test drive
Expert organic tips
Spring gardening
Farming
for a cleaner
future
Monday, September 29, 2014
BUSINESS PLANET WELLBEING
Will Abbott change his mind?
G20 & climate change
Kiwis are increasingly inspired to
improve their lives and make changes
that will protect our planet and natural
resources. This shift, fuelled by emerging
generations means sustainability issues
are now becoming mainstream.
Element’s integrated media solution
provides local and global insights and
information across a range of channels
for consumers that are now committed to
buying and supporting ethical, natural and
sustainable brands and products.

3. Source: Nielsen CMI Q3 13 – Q2 14.
Based on an AP10+ Audience.
Element magazine is the
biggest sustainability
publication and the
second biggest business
publication in New
Zealand.
ABOUT ELEMENT - PRINT
BY JAMES RUSSELL
How to start a
World-changing
enterprise
10 element
S
INCE MAN FIRST TRADED A FISH FOR
A HANDFUL OF berries, business and
commerce have existed and thrived. For a
while, everything was hunky dory. For quite a
while, actually.
When the industrial revolution arrived, so
too did fortunes beyond which had ever been
imagined. When the Second World War ended, growth of
every conceivable measurable skyrocketed yet again.
What we didn’t realise was that the vast majority of
businesses were making the equivalent of Dr Suess’s
Thneeds, with no regard for the social or environmental
effects that came from a direct result of making products
or providing services. Where our raw materials came from,
what they were made from or how they were obtained
didn’t matter. What happened to them after our customers
finished with them didn’t matter either – that was someone
else’s problem.
The realisation that resources are finite, and that
damage has been done, has inspired a new business
philosophy – that of the ‘conscious capitalism’ model. This
redefines success, broadening the parameters by which it
is measured to include environmental and social goals, and
enlarging the pool of benefactors to all stakeholders – as
opposed to just shareholders. In effect, it’s the hybrid child
of the union of traditional business, environmentalism and
charity. Further, that business model has been applied with
fantastic effect toward helping to solve some of society’s
most pressing social concerns.
The benefits of the conscious capitalism model include
growing awareness of environmental problems or social
issues, the more rapid achievement of social outcomes
and environmental goals, the reduced need for state or
philanthropic funding (or, at least, the one-off need for it
only), additional learning and innovation to solve problems,
and the sustainable nature of these organisations due to
their ability to create revenue or be self-sustaining.
It sounds like some utopian ideal, but a few of our most
forward-thinking business people have been operating
these models for years. But the time is well overdue
when new organisations must aspire to do the same – for
the sake of the fragility of the planet’s ecosystems and
climate, the wellbeing of its inhabitants, and the scarcity of
resources.
This is Element’s guide to starting a social enterprise
or a conscious business, or indeed turning your existing
company into one. It’s designed to guide you through start-
up, incubation, funding, launch and growth. We talk to
industrial designers, marketers, entrepreneurs, incubators
and strategists. Pull it out and refer to it often. It might just
inspire you to build something you can be truly proud of.
Socialenterprise: An organisation
that applies commercial strategies to
maximise improvements in human
and environmental well-being,rather
than maximising profits for external
shareholders.
Consciouscapitalism: Businesses
which have a higher purpose in
terms of environmental and social
goals,while also maximising
shareholder profit.
World-changing
enterprise
11element
Establishapurpose
In 1970 Kiwis Viv and Richard Cottrell travelled to India
to work with Tibetan refugees. On their return home
they brought with them some of the beautiful rugs made
by the refugees, and sold them for a small profit. Seeing
the opportunity to both make a living and help those in
developing countries trade their way out of poverty, the
Cottrells broadened the enterprise to other countries
and other products, and Trade Aid was born. This small,
idealistic company has grown into 28 stores, engaging
thousands of New Zealanders as staff and volunteers,
and hundreds of thousands of consumers who have been
able to vastly improve the lives of people half way around
the world.
For forty years Trade Aid has asked its customers to
consider asking ‘who made this?’ and whether they were
justly and fairly compensated, and what sort of impact the
product has had on the world.
Welcome to conscious capitalism and social enterprise.
The Cottrells started with an idealistic purpose, and
built a business model around achieving it. But the reverse
can also be true. Perhaps following your business plan
will leave the planet and its people worse off. Retrofitting
your business to encompass a broader social return on
investment (SROI) is also possible. A good example is
New Zealand’s Z Energy, which is attempting to lessen
its environmental impact through the development of
alternative energy sources such as biofuels.
“I acknowledge climate change is real, and it is caused
mostly by humans, and that the products we sell are part
of the problem. We have decided that we should be part
of the solution,” said CEO Mike Bennetts, speaking to
Element recently.
Establishing a purpose becomes the business’s reason
for being – its modus operandi – and the basis for the
organisation’s vision statement.
“Once you have a compelling purpose, you run the
normal business model, but ensure that you check in
regularly to make sure it’s working toward achieving that
purpose,” explains Qiujing Wong, co-founder and chief
executive of Borderless Productions. A small company with
an international client list, Borderless influences through
its two complementary offerings – digital storytelling and
social change actions – and last year Qiujing was awarded
the Blake Leader Award by the Sir Peter Blake Trust for her
contribution to social change.
Alongside her husband, co-founder and managing
director Dean Easterbrook, Wong has run Borderless for
eight years. Their 2007 documentary ‘A Grandmother’s
Tribe’ is an example of what they do. Described as a
‘for-purpose’ documentary, A Grandmother’s Tribe is the
story of some 13 million orphans in sub-Saharan Africa
who are now being reared by their grandmothers. Its
complementary campaign has raised funds and awareness
for those grandmothers and which continues to this day by
the mechanism of concerned citizens holding screenings of
the film to raise funds.
Borderless Productions turns a profit, employs a handful
of full time staff, and a much larger pool of freelance film
production staff for its work, all the while improving
the lives of the subjects of its films, campaigns and
advertisements.
Says Wong: “Social change is everyone’s work so, when
we tackle an issue, we don’t see ourselves as the problem
solvers – we see ourselves instead as bringing together
the energy that is already out there, helping to crystallise
thinking, develop strategies and then create ways of
working. That ensures everyone feels involved in taking
action and being a part of the solution.”
Wong says social change often takes a long time – many
social issues will take at least a generation to shift. “We
have to be patient, and determined.
“It’s also often complex, so we are realistic that a ‘one
size fits all’ solution is not going to work – instead, we find
many approaches working collaboratively and cohesively is
a much more powerful way to work.”
The company’s latest achievements include co-founding
the Be. Accessible campaign, a nationwide accessibility
campaign in New Zealand; founding the Borderless
Foundation; and creating Harpooned Soul, a North
American film and campaign targeting youth around the
subject of drug abuse.
Another New Zealand company with strong social and
environmental goals is All Good Organics. Auckland based,
the company imports Fairtrade bananas from Ecuador,
dried banana chunks from Samoa, and produces a range of
organic soft drinks. Its ‘Karma Cola’, for example, contains
real cola nut from the Boma village in Sierra Leone with
natural spices; vanilla bean grown by the Forest Garden
Growers Association in Sri Lanka and organically grown
and processed sugar cane from the Suminter Organic
Farmers Consortium in Maharashtra, India.
The recipient of global sustainability awards, the
organisation is typical of the business career of Chris
Morrison, who started All Good with his brother Matt and
friend Simon Coley. Other profitable conscious enterprises
include Phoenix Organics, Clean Planet cleaning
business, Kokako organics and Nice Blocks –Fairtrade,
organic iceblocks. “I am only interested in investing
in and supporting businesses which are based around
environmental and social sustainability,” says Morrison.
“These are in line with my personal ethics and, fortunately,
are on trend. There is a strong business case for these
types of investments.”
Global snapshot
The UK is a leader with an estimated 68,000 social enterprises contributing
£24bn to the economy.
Australia’s government and social finance providers recently invested $40
million AUD to stimulate the sector,estimated to include 20,000 ventures.
In the US,the sector is estimated to be 3.5 per cent of GDP,with one-third
of the increase taking place since 2011.JP Morgan predicts the global social
impact investment market could reach US$1 trillion by 2020.
Source: MJ Kaplan report
Dean Easterbrook and Qiujing Wong, from
Borderless Productions. Photo: Richard Crayton
“Writingachequemightimpact
hundredsofpeople’slives;mobilising
yourwholebusinesstodrivechange
canimpactmillionsoflives,andgive
awholenewlifepurposetoallthe
peoplewhoworkinyourcompany.”
— RIchARD BRAnSon
13element
BY JAMES RUSSELL
How to start a
World-changing
enterprise
10 element
S
INCE MAN FIRST TRADED A FISH FOR
A HANDFUL OF berries, business and
commerce have existed and thrived. For a
while, everything was hunky dory. For quite a
while, actually.
When the industrial revolution arrived, so
too did fortunes beyond which had ever been
imagined. When the Second World War ended, growth of
every conceivable measurable skyrocketed yet again.
What we didn’t realise was that the vast majority of
businesses were making the equivalent of Dr Suess’s
Thneeds, with no regard for the social or environmental
effects that came from a direct result of making products
or providing services. Where our raw materials came from,
what they were made from or how they were obtained
didn’t matter. What happened to them after our customers
finished with them didn’t matter either – that was someone
else’s problem.
The realisation that resources are finite, and that
damage has been done, has inspired a new business
philosophy – that of the ‘conscious capitalism’ model. This
redefines success, broadening the parameters by which it
is measured to include environmental and social goals, and
enlarging the pool of benefactors to all stakeholders – as
opposed to just shareholders. In effect, it’s the hybrid child
of the union of traditional business, environmentalism and
charity. Further, that business model has been applied with
fantastic effect toward helping to solve some of society’s
most pressing social concerns.
The benefits of the conscious capitalism model include
growing awareness of environmental problems or social
issues, the more rapid achievement of social outcomes
and environmental goals, the reduced need for state or
philanthropic funding (or, at least, the one-off need for it
only), additional learning and innovation to solve problems,
and the sustainable nature of these organisations due to
their ability to create revenue or be self-sustaining.
It sounds like some utopian ideal, but a few of our most
forward-thinking business people have been operating
these models for years. But the time is well overdue
when new organisations must aspire to do the same – for
the sake of the fragility of the planet’s ecosystems and
climate, the wellbeing of its inhabitants, and the scarcity of
resources.
This is Element’s guide to starting a social enterprise
or a conscious business, or indeed turning your existing
company into one. It’s designed to guide you through start-
up, incubation, funding, launch and growth. We talk to
industrial designers, marketers, entrepreneurs, incubators
and strategists. Pull it out and refer to it often. It might just
inspire you to build something you can be truly proud of.
Socialenterprise: An organisation
that applies commercial strategies to
maximise improvements in human
and environmental well-being,rather
than maximising profits for external
shareholders.
Consciouscapitalism: Businesses
which have a higher purpose in
terms of environmental and social
goals,while also maximising
shareholder profit.
World-changing
enterprise
11element
Establishapurpose
In 1970 Kiwis Viv and Richard Cottrell travelled to India
to work with Tibetan refugees. On their return home
they brought with them some of the beautiful rugs made
by the refugees, and sold them for a small profit. Seeing
the opportunity to both make a living and help those in
developing countries trade their way out of poverty, the
Cottrells broadened the enterprise to other countries
and other products, and Trade Aid was born. This small,
idealistic company has grown into 28 stores, engaging
thousands of New Zealanders as staff and volunteers,
and hundreds of thousands of consumers who have been
able to vastly improve the lives of people half way around
the world.
For forty years Trade Aid has asked its customers to
consider asking ‘who made this?’ and whether they were
justly and fairly compensated, and what sort of impact the
product has had on the world.
Welcome to conscious capitalism and social enterprise.
The Cottrells started with an idealistic purpose, and
built a business model around achieving it. But the reverse
can also be true. Perhaps following your business plan
will leave the planet and its people worse off. Retrofitting
your business to encompass a broader social return on
investment (SROI) is also possible. A good example is
New Zealand’s Z Energy, which is attempting to lessen
its environmental impact through the development of
alternative energy sources such as biofuels.
“I acknowledge climate change is real, and it is caused
mostly by humans, and that the products we sell are part
of the problem. We have decided that we should be part
of the solution,” said CEO Mike Bennetts, speaking to
Element recently.
Establishing a purpose becomes the business’s reason
for being – its modus operandi – and the basis for the
organisation’s vision statement.
“Once you have a compelling purpose, you run the
normal business model, but ensure that you check in
regularly to make sure it’s working toward achieving that
purpose,” explains Qiujing Wong, co-founder and chief
executive of Borderless Productions. A small company with
an international client list, Borderless influences through
its two complementary offerings – digital storytelling and
social change actions – and last year Qiujing was awarded
the Blake Leader Award by the Sir Peter Blake Trust for her
contribution to social change.
Alongside her husband, co-founder and managing
director Dean Easterbrook, Wong has run Borderless for
eight years. Their 2007 documentary ‘A Grandmother’s
Tribe’ is an example of what they do. Described as a
‘for-purpose’ documentary, A Grandmother’s Tribe is the
story of some 13 million orphans in sub-Saharan Africa
who are now being reared by their grandmothers. Its
complementary campaign has raised funds and awareness
for those grandmothers and which continues to this day by
the mechanism of concerned citizens holding screenings of
the film to raise funds.
Borderless Productions turns a profit, employs a handful
of full time staff, and a much larger pool of freelance film
production staff for its work, all the while improving
the lives of the subjects of its films, campaigns and
advertisements.
Says Wong: “Social change is everyone’s work so, when
we tackle an issue, we don’t see ourselves as the problem
solvers – we see ourselves instead as bringing together
the energy that is already out there, helping to crystallise
thinking, develop strategies and then create ways of
working. That ensures everyone feels involved in taking
action and being a part of the solution.”
Wong says social change often takes a long time – many
social issues will take at least a generation to shift. “We
have to be patient, and determined.
“It’s also often complex, so we are realistic that a ‘one
size fits all’ solution is not going to work – instead, we find
many approaches working collaboratively and cohesively is
a much more powerful way to work.”
The company’s latest achievements include co-founding
the Be. Accessible campaign, a nationwide accessibility
campaign in New Zealand; founding the Borderless
Foundation; and creating Harpooned Soul, a North
American film and campaign targeting youth around the
subject of drug abuse.
Another New Zealand company with strong social and
environmental goals is All Good Organics. Auckland based,
the company imports Fairtrade bananas from Ecuador,
dried banana chunks from Samoa, and produces a range of
organic soft drinks. Its ‘Karma Cola’, for example, contains
real cola nut from the Boma village in Sierra Leone with
natural spices; vanilla bean grown by the Forest Garden
Growers Association in Sri Lanka and organically grown
and processed sugar cane from the Suminter Organic
Farmers Consortium in Maharashtra, India.
The recipient of global sustainability awards, the
organisation is typical of the business career of Chris
Morrison, who started All Good with his brother Matt and
friend Simon Coley. Other profitable conscious enterprises
include Phoenix Organics, Clean Planet cleaning
business, Kokako organics and Nice Blocks –Fairtrade,
organic iceblocks. “I am only interested in investing
in and supporting businesses which are based around
environmental and social sustainability,” says Morrison.
“These are in line with my personal ethics and, fortunately,
are on trend. There is a strong business case for these
types of investments.”
Global snapshot
The UK is a leader with an estimated 68,000 social enterprises contributing
£24bn to the economy.
Australia’s government and social finance providers recently invested $40
million AUD to stimulate the sector,estimated to include 20,000 ventures.
In the US,the sector is estimated to be 3.5 per cent of GDP,with one-third
of the increase taking place since 2011.JP Morgan predicts the global social
impact investment market could reach US$1 trillion by 2020.
Source: MJ Kaplan report
Dean Easterbrook and Qiujing Wong, from
Borderless Productions. Photo: Richard Crayton
“Writingachequemightimpact
hundredsofpeople’slives;mobilising
yourwholebusinesstodrivechange
canimpactmillionsoflives,andgive
awholenewlifepurposetoallthe
peoplewhoworkinyourcompany.”
— RIchARD BRAnSon
13element
• Element is inserted in the NZ Herald on the last
Monday of every month.
• Element is known for its quality journalism and
works with some of the best journalists in NZ
and around the world.
• Element is distributed nationally to a targeted
list of business leaders, MP’s and key influencers.
• Element is a highly credible and trustworthy
publication that influences opinions about your
brand.

4. Source: Nielsen CMI Q3 13 – Q2 14.
Based on an AP10+ Audience.
elementmagazine.co.nz is
a section of nzherald.co.nz
ABOUT ELEMENT - DIGITAL
elementmagazine.co.nz sits in its own
section on nzherald.co.nz within National
news, the best read section of the site, as
well as within Environment. The combined
reach of these sections together, instantly
make it the best read sustainability site in
New Zealand.
Content runs across appropriate sections
of nzherald.co.nz so it reaches additional
readers.
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searching on Google can easily find our
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every Monday.
SOCIAL MEDIA
Element is active on
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5. Source: Nielsen CMI Q3 13 – Q2 14.
Based on an AP10+ Audience.
Element reaches 134,000
New Zealanders
each month.
OUR PRINT AUDIENCE
Element readers
are spending
millions of dollars
a week on a large
and diverse range
of products and
services.
More than one in four readers are
Business Decision Makers with an
average household income of $174,000.
More than one in
four readers are in
life stages three
or four with an
average household
income of $139,000.
of Element readers
own their own home.
have savings or
investments.
$72%
72%

6. Element readers
realise they change
the world by
supporting good
companies.
CONSUMERS WHO CARE
feel more loyal to a company that aligns
itself with a charity or worthy cause.
of Element readers think it is
important to ensure that companies
they purchase products and services
from show high levels of social and/or
environmental responsibility.
Source: Nielsen CMI Q3 13 – Q2 14.
Based on an AP10+ Audience.
out of
6
10
64%

7. Source: Nielsen CMI Q3 13 – Q2 14.
Based on an AP10+ Audience.
Element readers are
spending millions
of dollars a week on
a large and diverse
range of products and
services.
PURCHASING POWER
Element readers
spend a total of over
$11 million on food in
their household
per week.
Element readers spend a total of over $400K
on major household appliances per week.
of Element readers
intend to renovate
in the next 12
months, and intend
to spend an average
of $9,500 to do so.
Element readers spend a total
of almost $3 million on
household electricity per week.
60,000

8. Element print and
digital ads are
available in a variety
of sizes and price
points. Specifications,
rates and deadlines
can be found on
nzme.co.nz.
ADVERTISING OPPORTUNITIES
Duncan Stewart discovers there is an
outstanding business case for firms
adopting the latest breed of hybrid
electric vehicles from Mitsubishi.
You know the planet has actually been cooling down
since 1998,” says a random guy in the carpark, with a
slightly turgid look at the Outlander PHEV. “And less CO2
emissions means you’re actually starving the rainforests,
not helping them.” Uh huh. “And if you really wanted an
economical car, you’d get a small diesel.” OK, thanks for the
(unsolicited) marching orders, Carpark Guy.
If I was brutally honest, after a week of owning the
Outlander PHEV (Plugin Hybrid Electric Vehicle) the only
difference you would probably notice from its internal
combustion cousin, is that you would see a lot less of the
local Z station (except the Z stations with EV fast chargers
of course).
That, and as I recently discovered, you will have now also
inadvertently planted your flag in enemy territory in a global
war of words about climate change.
Carpark Guy and others like him, armed with faux science,
regurgitated Clarkson rhetoric and a paradoxical fondness
for contrarianism, want to forcibly make you understand that
your plug-in hybrid electric vehicle is somehow evil.
Presumably because it threatens to tear away the comfy
fur seal rug upon which they sleepwalk through life. For
Carpark Guy, the Outlander PHEV is a symbol of ‘green’, and
green equals anti-capitalism, enforced obligations and worst
of all, shouldering disproportionate responsibility for our
collective planetary over-consumption.
I don’t blame Carpark Guy, in fact as a clean technology
investor, I make money selling green things to him without
him even knowing it. But we do hold very different
perspectives about the environment, about money, and
about how humans should choose to navigate their way
between the two.
Electric vehicles could equally be seen as a symbol of a
more enlightened approach to humanity, one that recognises
that yes, we 7.2bn consumers do have a profound effect
on the environment – but we needn’t pack up and leave,
we simply need to seek out less toxic ways of running our
economies. In commercial terms EVs are a wave of green
innovation upon which New Zealand companies should
be riding.
The Outlander PHEV is the perfect solution for a company
that wants green credibility, while enjoying stunning fuel
efficiency. The return on investment from fuel savings will
excite the sternest of accountants. To become a green
trailblazer, plug the Outlander PHEV into a solar system at
work, and you will give the marketing, HR and sales team a
great story to legitimise your dedication to sustainability.
The Outlander PHEV is also stylish with a smart
leather interior and the dash is interesting without being
distracting. The body shape is similar to most mid-range
4WDs – which is remarkable given car manufacturers’ love
of making EVs look like terrified cats.
It has two 60kw electric engines, plus a two-litre 88kw
petrol engine, which delivers go-juice once the 60km or so
of battery power is used up. If you can make toast you will
also be highly competent at charging the vehicle; six hours
overnight or 30mins for 80 percent on a fast charger.
It has a reversing camera, which is useful for avoiding
spoodles when silently backing out of the driveway. It fits
all your work gear, tows boats and goes up sand dunes. The
Outlander PHEV delivers these features while only emitting
44g/km of CO2, a whisper compared to petrol versions of the
same class that are around 172g/km.
Calculating total driving range is notoriously difficult
because regenerative braking and different acceleration
profiles means that the ratio of EV and petrol-assisted EV
will vary between drivers and terrain. But in summary, chill
out, range is not an issue for this vehicle.
EV technology will only get better, slicker, cheaper and
less impactful on the environment. The Outlander PHEV
is a huge step in this direction, and if you take the time to
understand the technological and engineering aspects, it is
truly amazing.
Speaking of which, if you are interested in electric
vehicles, check out www.evolocity.co.nz – it’s an event
where you can build your own EV and race it on a track
against other nutters. Or you can watch a Ferrari get beaten
by an EV, and see the world’s fastest EV bike, the Killacycle.
Fantastic fun.
EVolocity is designed to be a pathway for Kiwis to develop
new technologies that will be in high demand in the global
shift to EVs – things such as control software, composites,
electric engines, charging infrastructure and other high-
value kit.
The Outlander PHEV is a fine car, and your company
should consider buying one, not only because it performs
well, has brand opportunities and is economical to run,
but because it launches a silent salvo of insight deep into
territory occupied by Carpark Guy.
And for the record, the planet has not been cooling down,
it’s been getting significantly and measurably warmer. This
is a problem, so let’s get on with fixing it.
[Duncan Stewart is a director of clean-tech investment firm
The Greenhouse, a trustee of green growth business group
Pure Advantage, and a board member of the New Zealand
electric vehicle association, Drive Electric.]
The
numbers
$1.41
The cost to fully charge the
batteries on the Mitsubishi
Outlander PHEV
52
The kilometres the vehicle
can travel on a full charge
6.5
The hours needed to
charge the car
$364
Electricity costs per year
(based on 38 kilometres
travelled each day)
$280
Fuel costs per year (based
on EECA tests)
6 Star
The Energywise rating
from EECA
Outlander’s
positive
experience
DUNCAN STEWART TRANSPORT
Electric vehicles such as the Mitsubishi
Outland PHEV could be seen as a symbol of a
more enlightened approach to humanity, says
Duncan Stewart. Photo: Ted Baghurst
BUSINESS
13element
The staggering efficiency of the new Mitsubishi Outlander PHEV (plug-in hybrid electric
vehicle) – at 1.9L/100km – has rightly received plenty of press. It’s a game-changing equation
which, put together with solar power, provides for virtually cash and carbon-free motoring.
The Mitsubishi Outlander PHEV will do even better than
1.9L/100km provided you’re driving less than 52km per day
– the range of the vehicle’s battery bank. Add up your commute,
your trips to the shops – you’re under that, right? The average daily
commute in New Zealand is a 38km round trip, so most of us are.
At $1.41 for a full charge (6.5 hours from an internal household
power point), you’re doing well.
But you could do even better.
Consider putting solar photovoltaics on the roof of your home or
business – wherever your Mitsubishi Outlander PHEV is parked
most of the time. With the appropriate solar array (see sidebar)
your weekly travel is now completely free – in terms of both cash
and carbon.
The Outlander PHEV will, of course, require some petrol for
motoring from time to time – when you go on holiday, for example.
In Series Hybrid mode, the two 60kW electric motors run the
wheels and the petrol engine charges the state-of-the-art Lithium-
Ion battery. The battery will be fully recharged in just 40 minutes,
having used around three litres of fuel to do it. In Parallel Hybrid
mode, which kicks in at higher speeds, the petrol engine helps to
drive the wheels. It’s a combination of two electric motors and a
2.0L petrol engine (not to mention the 3 clever drive modes that
bring it all together) and means the Outlander PHEV isn’t bound
by the range limitations of all-electric vehicles. Even using fuel the
vehicle has emissions of just 44 grams of CO2 per kilometre.
The Outlander also uses regenerative braking to conserve even
more energy.
Thanks to the use of electric motors, torque is right there when
you want it. Little wonder Mitsubishi has positioned it as the
performance model of the Outlander stable. And it’s quiet, so quiet;
in fact, it has an alarm that warns pedestrians of its approach when
it’s in Electric Vehicle mode.
Its cruise control adapts to the vehicle you’re following and it will
even stop you to mitigate a collision if its radar detects a hazard but
no brake input. These are just some of the features that contribute
to the 5-Star ANCAP safety rating.
The XLS starts the range at $59,990, but the VRX is where things
get truly interesting and it lands at $66,990. The VRX gets all the
exciting kit–satnav, forward collision mitigation, adaptive cruise
control, a power tailgate, heated front leather seats and the full
PHEV colour display screens–plus the PHEV remote app that is
available for iOS and Android phones.
ELEMENT PROMOTION
Mitsubishi
Outlander’s
day in the sun
The
numbers
$1.41The cost of a full charge on the
Mitsubishi Outlander PHEV
52The kilometres the vehicle can
travel on a full charge
4The number of 250 Watt PV panels
out of a solar array which would be
utilised to provide the car’s charge
6.5The hours needed to charge the
car – less than sunlight hours even
during winter
$196Electricity costs per year (without
solar panels–based on 38 kilometres
travelled each day)
“With the appropriate solar array your weekly
travel is now completely free – in terms of
both cash and carbon.”
Check out Element next month, July 28 when Element
editor James Russell connects the Mitsubishi Outlander
PHEV to his own solar array and puts it to the test.
14 element
The staggering efficiency of the new Mitsubishi Outlander PHEV (plug-in hybrid electric
vehicle) – at 1.9L/100km – has rightly received plenty of press. It’s a game-changing equation
which, put together with solar power, provides for virtually cash and carbon-free motoring.
The Mitsubishi Outlander PHEV will do even better than
1.9L/100km provided you’re driving less than 52km per day
– the range of the vehicle’s battery bank. Add up your commute,
your trips to the shops – you’re under that, right? The average daily
commute in New Zealand is a 38km round trip, so most of us are.
At $1.41 for a full charge (6.5 hours from an internal household
power point), you’re doing well.
But you could do even better.
Consider putting solar photovoltaics on the roof of your home or
business – wherever your Mitsubishi Outlander PHEV is parked
most of the time. With the appropriate solar array (see sidebar)
your weekly travel is now completely free – in terms of both cash
and carbon.
The Outlander PHEV will, of course, require some petrol for
motoring from time to time – when you go on holiday, for example.
In Series Hybrid mode, the two 60kW electric motors run the
wheels and the petrol engine charges the state-of-the-art Lithium-
Ion battery. The battery will be fully recharged in just 40 minutes,
having used around three litres of fuel to do it. In Parallel Hybrid
mode, which kicks in at higher speeds, the petrol engine helps to
drive the wheels. It’s a combination of two electric motors and a
2.0L petrol engine (not to mention the 3 clever drive modes that
bring it all together) and means the Outlander PHEV isn’t bound
by the range limitations of all-electric vehicles. Even using fuel the
vehicle has emissions of just 44 grams of CO2 per kilometre.
The Outlander also uses regenerative braking to conserve even
more energy.
Thanks to the use of electric motors, torque is right there when
you want it. Little wonder Mitsubishi has positioned it as the
performance model of the Outlander stable. And it’s quiet, so quiet;
in fact, it has an alarm that warns pedestrians of its approach when
it’s in Electric Vehicle mode.
Its cruise control adapts to the vehicle you’re following and it will
even stop you to mitigate a collision if its radar detects a hazard but
no brake input. These are just some of the features that contribute
to the 5-Star ANCAP safety rating.
The XLS starts the range at $59,990, but the VRX is where things
get truly interesting and it lands at $66,990. The VRX gets all the
exciting kit–satnav, forward collision mitigation, adaptive cruise
control, a power tailgate, heated front leather seats and the full
PHEV colour display screens–plus the PHEV remote app that is
available for iOS and Android phones.
ELEMENT PROMOTION
Mitsubishi
Outlander’s
day in the sun
The
numbers
$1.41The cost of a full charge on the
Mitsubishi Outlander PHEV
52The kilometres the vehicle can
travel on a full charge
4The number of 250 Watt PV panels
out of a solar array which would be
utilised to provide the car’s charge
6.5The hours needed to charge the
car – less than sunlight hours even
during winter
$196Electricity costs per year (without
solar panels–based on 38 kilometres
travelled each day)
“With the appropriate solar array your weekly
travel is now completely free – in terms of
both cash and carbon.”
Check out Element next month, July 28 when Element
editor James Russell connects the Mitsubishi Outlander
PHEV to his own solar array and puts it to the test.
14 element
Duncan Stewart discovers there is an
outstanding business case for firms
adopting the latest breed of hybrid
electric vehicles from Mitsubishi.
You know the planet has actually been cooling down
since 1998,” says a random guy in the carpark, with a
slightly turgid look at the Outlander PHEV. “And less CO2
emissions means you’re actually starving the rainforests,
not helping them.” Uh huh. “And if you really wanted an
economical car, you’d get a small diesel.” OK, thanks for the
(unsolicited) marching orders, Carpark Guy.
If I was brutally honest, after a week of owning the
Outlander PHEV (Plugin Hybrid Electric Vehicle) the only
difference you would probably notice from its internal
combustion cousin, is that you would see a lot less of the
local Z station (except the Z stations with EV fast chargers
of course).
That, and as I recently discovered, you will have now also
inadvertently planted your flag in enemy territory in a global
war of words about climate change.
Carpark Guy and others like him, armed with faux science,
regurgitated Clarkson rhetoric and a paradoxical fondness
for contrarianism, want to forcibly make you understand that
your plug-in hybrid electric vehicle is somehow evil.
Presumably because it threatens to tear away the comfy
fur seal rug upon which they sleepwalk through life. For
Carpark Guy, the Outlander PHEV is a symbol of ‘green’, and
green equals anti-capitalism, enforced obligations and worst
of all, shouldering disproportionate responsibility for our
collective planetary over-consumption.
I don’t blame Carpark Guy, in fact as a clean technology
investor, I make money selling green things to him without
him even knowing it. But we do hold very different
perspectives about the environment, about money, and
about how humans should choose to navigate their way
between the two.
Electric vehicles could equally be seen as a symbol of a
more enlightened approach to humanity, one that recognises
that yes, we 7.2bn consumers do have a profound effect
on the environment – but we needn’t pack up and leave,
we simply need to seek out less toxic ways of running our
economies. In commercial terms EVs are a wave of green
innovation upon which New Zealand companies should
be riding.
The Outlander PHEV is the perfect solution for a company
that wants green credibility, while enjoying stunning fuel
efficiency. The return on investment from fuel savings will
excite the sternest of accountants. To become a green
trailblazer, plug the Outlander PHEV into a solar system at
work, and you will give the marketing, HR and sales team a
great story to legitimise your dedication to sustainability.
The Outlander PHEV is also stylish with a smart
leather interior and the dash is interesting without being
distracting. The body shape is similar to most mid-range
4WDs – which is remarkable given car manufacturers’ love
of making EVs look like terrified cats.
It has two 60kw electric engines, plus a two-litre 88kw
petrol engine, which delivers go-juice once the 60km or so
of battery power is used up. If you can make toast you will
also be highly competent at charging the vehicle; six hours
overnight or 30mins for 80 percent on a fast charger.
It has a reversing camera, which is useful for avoiding
spoodles when silently backing out of the driveway. It fits
all your work gear, tows boats and goes up sand dunes. The
Outlander PHEV delivers these features while only emitting
44g/km of CO2, a whisper compared to petrol versions of the
same class that are around 172g/km.
Calculating total driving range is notoriously difficult
because regenerative braking and different acceleration
profiles means that the ratio of EV and petrol-assisted EV
will vary between drivers and terrain. But in summary, chill
out, range is not an issue for this vehicle.
EV technology will only get better, slicker, cheaper and
less impactful on the environment. The Outlander PHEV
is a huge step in this direction, and if you take the time to
understand the technological and engineering aspects, it is
truly amazing.
Speaking of which, if you are interested in electric
vehicles, check out www.evolocity.co.nz – it’s an event
where you can build your own EV and race it on a track
against other nutters. Or you can watch a Ferrari get beaten
by an EV, and see the world’s fastest EV bike, the Killacycle.
Fantastic fun.
EVolocity is designed to be a pathway for Kiwis to develop
new technologies that will be in high demand in the global
shift to EVs – things such as control software, composites,
electric engines, charging infrastructure and other high-
value kit.
The Outlander PHEV is a fine car, and your company
should consider buying one, not only because it performs
well, has brand opportunities and is economical to run,
but because it launches a silent salvo of insight deep into
territory occupied by Carpark Guy.
And for the record, the planet has not been cooling down,
it’s been getting significantly and measurably warmer. This
is a problem, so let’s get on with fixing it.
[Duncan Stewart is a director of clean-tech investment firm
The Greenhouse, a trustee of green growth business group
Pure Advantage, and a board member of the New Zealand
electric vehicle association, Drive Electric.]
The
numbers
$1.41
The cost to fully charge the
batteries on the Mitsubishi
Outlander PHEV
52
The kilometres the vehicle
can travel on a full charge
6.5
The hours needed to
charge the car
$364
Electricity costs per year
(based on 38 kilometres
travelled each day)
$280
Fuel costs per year (based
on EECA tests)
6 Star
The Energywise rating
from EECA
Outlander’s
positive
experience
DUNCAN STEWART TRANSPORT
Electric vehicles such as the Mitsubishi
Outland PHEV could be seen as a symbol of a
more enlightened approach to humanity, says
Duncan Stewart. Photo: Ted Baghurst
BUSINESS
13element
Editorial Promotions
Element Editorial Promotions are high
quality editorial features written by
Element’s expert writers and include
marketing and ROI objectives.
The content and design is signed off by
the client and they are clearly marked as
an Element Promotion. Content is also
loaded to elementmagazine.co.nz.
Opinion Pieces
An Opinion Piece is perfect if you have an
important story to tell, want to position
a staff member as an expert, or increase
their personal profile. This is a full page
column and includes a headshot of the
author and your company contact details.
It is also loaded to nzherald.co.nz.
Element can also find the perfect ghost
writer to write the column on your behalf.

9. Element Content
Marketing is a strategic
Public Relations campaign
that reinforces the industry
your brand is involved
in but is not specifically
about the brand.
CONTENT MARKETING
Living in the tranquillity of New Zealand it’s hard to
comprehend the problem of exponential population
growth and the strain it is having on the fragile ecosystems
that sustain our species. Exponential growth simply means
that if the population is growing by 1% a year it will double
within a 70-year cycle. To put this in perspective, it took
50,000 years to reach one billion people but only 200 years
to jump to our existing seven billion. Based on our current
annual growth of 1.1% our population could reach 14 billion
by the end of this century. Such population growth makes
our current design systems redundant due to the pollution
it will create.
The industrial revolution was the game changer, creating
a population boom which also drove vast amounts of rural
folk towards ill-equipped cities – which are now home
to half the humans on earth. The world has changed
CLIMATE CHANGE SOLUTIONS
GAVIN HEALY OPINION
Can landscape
architecture help resolve
climate change?
Element investigates the amalgamation of ecological and landscape architecture
projects created by some of the world’s premier architectural designers.
so quickly over the last 200 years that our species is
struggling to evolve fast enough to respond. The next 100
years will see great change. We have two options, either
design a world that works in harmony with nature or create
more man-made controlled environments to isolate us from
an increasingly hostile biosphere.
Most modern-day architects and landscape architects are
not addressing the pressing issues of our times: climate
collapse, finite resources, food security, energy demands
and pollution. The famous architect and ecologist, Richard
Bukminster Fuller said: “Pollution is nothing but the
resources we are not harvesting. We allow them to disperse
because we’ve been ignorant of their value.”
The study of ecology holds the key as pollution does not
exist in nature; everything is a resource for something else.
“The study of ecology holds the
key as pollution does not exist in
nature; everything is a resource
for something else.”
Having ecology as a core focus for all design projects is
not green ideology or politically motivated but a response
to the demands of our modern problems. Our human
environment needs to become an extension of the land in
which it sits, not man’s ego forced upon the land. This is
what we need to achieve if we are to avoid the devastation
of climate collapse.
A new breed of ecological architects and landscape
architects are rising to this challenge. William McDonogh,
winner of the US Presidential Award for Sustainable
Development and co-creator of the Cradle to Cradle
concept (see interview on page 10) has brought a new
vision of design to life. He has been quoted as saying
the goal is to frame design as “a beneficial, regenerative
force—one that seeks to create ecological footprints to
delight in, not lament.” In his design system nutrients
and resources are constantly recycled in the biosphere or
technosphere. The biosphere (natural nutrients) are never
contaminated with the technosphere (man-made products)
as this creates waste – chemicals are never mixed with
nature. He draws heavily on the biophilia hypothesis –
the study of the human desire and physiological need
for contact with nature which is something we lose in
our modern cities and buildings. This is fundamental
for the mental health of many people that have a strong
physiological, cultural and spiritual connection with nature.
24 element
His Bernheim Arboretum Visitor Centre project is a good
example of this as the indoor and outdoor worlds are
blurred. McDonough has an impressive portfolio of design
projects under his belt including the Google YouTube office,
which features a 70,000-square-foot green roof that helps to
prevent water runoff, insulates the building from heat, cold
and noise and provides a habitat for several species. The
ecological retrofit of the 85-year-old Ford complex is home
to one of most impressive green roofs in the world. The
green roof is part of an $18 million US natural rainwater
treatment system, which consists of more than 10 acres of
a low-growing ground cover, which retains and cleanses 20
billion gallons of rainwater annually – saving Ford from a
$50 million mechanical treatment facility.
Jason F. McLennan, CEO of the International
Living Future Institute – an NGO that focuses on the
transformation to a world that is “socially just, culturally
rich and ecologically restorative”. McLennan is the founder
of the Living Building Challenge, considered to be one of
the world’s most progressive green building programs. His
system creates buildings that function like flowers which
sounds hippy but is extremely technical (see interview on
page 11). The Tuhoe project is the first certified building
in New Zealand nearing completion. Jason explains that:
“we need a paradigm shift in our approach to the built
environment. If we want societies capable of thriving
in a world of limited resources, we have to develop
appropriately-scaled, regionally-relevant strategies for
water, energy, transportation and agriculture, and we have
to integrate these strategies into our architecture and
urban planning.”
According to The Guardian, Ken Yeang from Malaysia
is “one of the 50 people who could save the planet.” He
considers himself to be an ecologist first and architect
second. His projects seamlessly integrate landscaping
and architecture into the one discipline. He is the man
who coined the phrase eco-mimicry and recognised over
four decades ago that human’s environmental destruction
would affect the planet’s natural balance, causing climate
collapse. He is famous for his vertical landscaping and
bioclimatic skyscrapers. Milestone projects include the
National Library in Singapore, a 120m green tower with
large landscaped sky courts and the nearly complete, Spire
Edge Tower that encapsulates his development of the
idea of vertical green eco infrastructure. He is also a world
leader in ecological urban design.
Christchurch was recently presented with an “Urban
Regeneration Award” from the World Green Building
CLIMATE CHANGE SOLUTIONS
“Our environment is the crucial
dimension of how we design the
future – how we live in it,
how we care for it.” Council for its policies and initiatives aimed at rebuilding
sustainably after the earthquakes. Mick Abbott, Associate
Professor at the Faculty of Environment, Society and
Design at Lincoln University told Element that, “in
Christchurch we are trying to design in resilience for
things we can’t control. For a start it’s about appropriate
use of the land – building a sports field on the edge of a
waterway, for example, rather than buildings, or making
sure the buildings that need to be there are designed
to withstand a flood. It’s a $30b rebuild, a massive
international experiment and the eyes of the world will
be on how we do this. Our environment is the crucial
dimension of how we design the future – how we live in
it, how we care for it. From a landscape point of view it’s
critical. For a long time we have built what we wanted and
tried to make the environment fit around it. Now it’s time
to turn that around. We also have to take our ecosystem
services into account.”
At Lincoln University they see their role as educators
of the next generation of ecological landscape architects
who are also climate change solution seekers. This new
generation will be creating multi-disciplined projects in the
footsteps of our current trailblazers, which are showing us
a glimpse of a futuristic world, inhabited by an ecologically
enlightened people.
The Climate Change Solutions editorial series is a
joint project between Element magazine and Lincoln
University which is intended to illuminate a pathway for
a sustainable future. To join the debate and see videos
from these designers, visit elementmagazine.co.nz
Clockwise from top left: Ford’s 10-acre green roof; the
Bernheim Arboretum Visitor Centre; Ken Yeang’s radical designs.
25element
His Bernheim Arboretum Visitor Centre project is a good
example of this as the indoor and outdoor worlds are
blurred. McDonough has an impressive portfolio of design
projects under his belt including the Google YouTube office,
which features a 70,000-square-foot green roof that helps to
prevent water runoff, insulates the building from heat, cold
and noise and provides a habitat for several species. The
ecological retrofit of the 85-year-old Ford complex is home
to one of most impressive green roofs in the world. The
green roof is part of an $18 million US natural rainwater
treatment system, which consists of more than 10 acres of
a low-growing ground cover, which retains and cleanses 20
billion gallons of rainwater annually – saving Ford from a
$50 million mechanical treatment facility.
Jason F. McLennan, CEO of the International
Living Future Institute – an NGO that focuses on the
transformation to a world that is “socially just, culturally
rich and ecologically restorative”. McLennan is the founder
of the Living Building Challenge, considered to be one of
the world’s most progressive green building programs. His
system creates buildings that function like flowers which
sounds hippy but is extremely technical (see interview on
page 11). The Tuhoe project is the first certified building
in New Zealand nearing completion. Jason explains that:
“we need a paradigm shift in our approach to the built
environment. If we want societies capable of thriving
in a world of limited resources, we have to develop
appropriately-scaled, regionally-relevant strategies for
water, energy, transportation and agriculture, and we have
to integrate these strategies into our architecture and
urban planning.”
According to The Guardian, Ken Yeang from Malaysia
is “one of the 50 people who could save the planet.” He
considers himself to be an ecologist first and architect
second. His projects seamlessly integrate landscaping
and architecture into the one discipline. He is the man
who coined the phrase eco-mimicry and recognised over
four decades ago that human’s environmental destruction
would affect the planet’s natural balance, causing climate
collapse. He is famous for his vertical landscaping and
bioclimatic skyscrapers. Milestone projects include the
National Library in Singapore, a 120m green tower with
large landscaped sky courts and the nearly complete, Spire
Edge Tower that encapsulates his development of the
idea of vertical green eco infrastructure. He is also a world
leader in ecological urban design.
Christchurch was recently presented with an “Urban
Regeneration Award” from the World Green Building
CLIMATE CHANGE SOLUTIONS
“Our environment is the crucial
dimension of how we design the
future – how we live in it,
how we care for it.” Council for its policies and initiatives aimed at rebuilding
sustainably after the earthquakes. Mick Abbott, Associate
Professor at the Faculty of Environment, Society and
Design at Lincoln University told Element that, “in
Christchurch we are trying to design in resilience for
things we can’t control. For a start it’s about appropriate
use of the land – building a sports field on the edge of a
waterway, for example, rather than buildings, or making
sure the buildings that need to be there are designed
to withstand a flood. It’s a $30b rebuild, a massive
international experiment and the eyes of the world will
be on how we do this. Our environment is the crucial
dimension of how we design the future – how we live in
it, how we care for it. From a landscape point of view it’s
critical. For a long time we have built what we wanted and
tried to make the environment fit around it. Now it’s time
to turn that around. We also have to take our ecosystem
services into account.”
At Lincoln University they see their role as educators
of the next generation of ecological landscape architects
who are also climate change solution seekers. This new
generation will be creating multi-disciplined projects in the
footsteps of our current trailblazers, which are showing us
a glimpse of a futuristic world, inhabited by an ecologically
enlightened people.
The Climate Change Solutions editorial series is a
joint project between Element magazine and Lincoln
University which is intended to illuminate a pathway for
a sustainable future. To join the debate and see videos
from these designers, visit elementmagazine.co.nz
Clockwise from top left: Ford’s 10-acre green roof; the
Bernheim Arboretum Visitor Centre; Ken Yeang’s radical designs.
25element
Living in the tranquillity of New Zealand it’s hard to
comprehend the problem of exponential population
growth and the strain it is having on the fragile ecosystems
that sustain our species. Exponential growth simply means
that if the population is growing by 1% a year it will double
within a 70-year cycle. To put this in perspective, it took
50,000 years to reach one billion people but only 200 years
to jump to our existing seven billion. Based on our current
annual growth of 1.1% our population could reach 14 billion
by the end of this century. Such population growth makes
our current design systems redundant due to the pollution
it will create.
The industrial revolution was the game changer, creating
a population boom which also drove vast amounts of rural
folk towards ill-equipped cities – which are now home
to half the humans on earth. The world has changed
CLIMATE CHANGE SOLUTIONS
GAVIN HEALY OPINION
Can landscape
architecture help resolve
climate change?
Element investigates the amalgamation of ecological and landscape architecture
projects created by some of the world’s premier architectural designers.
so quickly over the last 200 years that our species is
struggling to evolve fast enough to respond. The next 100
years will see great change. We have two options, either
design a world that works in harmony with nature or create
more man-made controlled environments to isolate us from
an increasingly hostile biosphere.
Most modern-day architects and landscape architects are
not addressing the pressing issues of our times: climate
collapse, finite resources, food security, energy demands
and pollution. The famous architect and ecologist, Richard
Bukminster Fuller said: “Pollution is nothing but the
resources we are not harvesting. We allow them to disperse
because we’ve been ignorant of their value.”
The study of ecology holds the key as pollution does not
exist in nature; everything is a resource for something else.
“The study of ecology holds the
key as pollution does not exist in
nature; everything is a resource
for something else.”
Having ecology as a core focus for all design projects is
not green ideology or politically motivated but a response
to the demands of our modern problems. Our human
environment needs to become an extension of the land in
which it sits, not man’s ego forced upon the land. This is
what we need to achieve if we are to avoid the devastation
of climate collapse.
A new breed of ecological architects and landscape
architects are rising to this challenge. William McDonogh,
winner of the US Presidential Award for Sustainable
Development and co-creator of the Cradle to Cradle
concept (see interview on page 10) has brought a new
vision of design to life. He has been quoted as saying
the goal is to frame design as “a beneficial, regenerative
force—one that seeks to create ecological footprints to
delight in, not lament.” In his design system nutrients
and resources are constantly recycled in the biosphere or
technosphere. The biosphere (natural nutrients) are never
contaminated with the technosphere (man-made products)
as this creates waste – chemicals are never mixed with
nature. He draws heavily on the biophilia hypothesis –
the study of the human desire and physiological need
for contact with nature which is something we lose in
our modern cities and buildings. This is fundamental
for the mental health of many people that have a strong
physiological, cultural and spiritual connection with nature.
24 element
A 12 month content plan is created with
the client that is designed to educate and
influence Element readers about a certain
subject over the duration of the campaign.
It includes:
• A full page of advertising and a full
page of content marketing in each issue
in print.
• Editorial is also loaded to
elementmagazine.co.nz with an SEO
headline strategy and backlinks to the
client’s website when appropriate.
• Exclusive digital advertising is available
around content marketing.

10. *Terms and conditions apply.
For full details contact gavin.healy@nzme.co.nz
Shopgreen.co.nz is
the new destination
for New Zealand’s
ethical consumers.
SHOPGREEN.CO.NZ
It combines the power of:
• The New Zealand Herald:
New Zealand’s largest daily newspaper.
• GrabOne: New Zealand’s largest daily
e-commerce platform.
• Element magazine: New Zealand’s
largest and most respected
sustainability magazine.
It is a permanent e-commerce site hosting
client’s ethical and sustainable products
and services. Most products will carry
accreditations and a guide will explain
what the accreditations represent. In
addition to the website, these products
and services will be featured within
the New Zealand Herald via Element
magazine, a monthly eDM to over 400,000
subscribers and monthly promotion of
products available via the Editor’s Choice
within Element magazine and online at
elementmagazine.co.nz
• A full page in Element.
• A 12 month e-commerce
promotion.
• Products can be changed on a
monthly basis.
• Product promoted on GrabOne
EDM to 400,000 emails.
• Product promoted in Element
magazine as editor’s choice.
Total value $18,000
Total investment for launch
special package: $5,500+GST
Available until March 31, 2015.
Special offer*

11. Element editorial
sections were selected
after extensive research
from NZ readers and
focus groups.
ELEMENT CONTENT SECTIONS
Business Planet Wellbeing
Ethical Finance
Clean Technology
Infrastructure
Sustainable Agriculture
Better Cities
Transport
Architecture
Business Leaders
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Beauty and Fashion
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Education
Obesity
Nutrition
Efficient Homes
Community Heroes
Organic Producers
Organic Gardening
Organic Recipes
Sustainable Wine
Charity Spotlight
ShopGreen Products
& Services

12. To find out more
speak to your NZME.
Account Manager or
contact:
CONTACT US
Gavin Healy
(09) 373 6096
021 778 015
gavin.healy@nzme.co.nz
Alex Greig
(09) 373 6097
021 305 205
alex.greig@nzme.co.nz