Innovation

The innovation was simple and was done before. However, the idea of creating a directory of green products and services was still a novel idea in Indonesia. The idea of green building was still a new idea in Indonesia. Most of the office buildings often disregard the environmental impact of materials used. Architect and building contractor uses the product that has good quality but often is not eco-friendly.

Ms. Naning, saw an opportunity to bring the concept of green building through the establishment of GLI. At first, GLI was established by leveraging the networking of her resource center, INEAS, with the industry players. INEAS was an organization that connects the university specifically architecture, interior design, and industrial engineering majors to industry players so that college students had access to first-hand experience.

Through the connection it had from INEAS, GLI would invite industry players and manufacturers who believe that they can provide green products and services (mostly self-declared) and create a directory of green products. Industry players and manufacturers who want to enlist in GLI would have to pay, which is GLI's main source of revenue. After enlisting in GLI, the manufacturer can further solidify its "green" status in the market through obtaining a certification from Green Product Council. But, the Green Product Council is a story for another time.

Inspiration

Ms. Naning's background was architecture. During her career, she saw that Indonesia was not moving towards a more sustainable and environmentally friendly country. She saw that Indonesia was not piggybacking off the green movement that developed country is aiming at. The country still focuses on what's the cheapest and most profitable way to develop a building. In addition, the Government of Indonesia was trailing in creating regulation that would support the growth of green products and services.

She had the vision to change the mindset of the Indonesian market. She wanted to create awareness that if things keep going this way, there won't be any clean energy or water left for us to use. Therefore she needed to create awareness in order to create a movement for the use of more eco-friendly products and services to create a more sustainable society.

However, in creating a more sustainable society, she tried to avoid using green products certified abroad, as most of the green products were certified in Singapore. She believes that each country has a different geo-environment that would affect the geo-social and geo-economics conditions therefore using products that is certified from Singapore was unsuitable for Indonesia's geo-environmental. Thus, she believes that Indonesia needed its own certification in order to "more" Indonesia's based standard.

Overall impact

I think that the creating of GLI started a movement in Indonesia in regard to understanding what it means to be environmentally friendly. Through GLI, Ms. Naning was able to educate the market and the professional on the urgency in developing sustainable cities.

Through developing awareness in green products, GLI created a new market in Indonesia that focuses on utilising green products. The movement increases the overall activity of continuously improving manufacturer products in order to meet the standard. The movement leads to a burst of innovation of green products and services in Indonesia.

The Government of Indonesia saw that there is a lack of regulation in terms of the green building despite momentum that the green movement is having in Indonesia. Thus, the Government started to develop regulation that supports the use of green products and services. The Government started to implement and requires an infrastructure project to utilize green products. As a result, the market for the green products grew even more.

Business benefit

As mentioned before, GLI's business focus is on transforming the mindset of Indonesian citizen and disseminating the idea of a sustainable city and responsible consumption and production. Though transforming and disseminating the green product concept, GLI was able to create a new market and Indonesia that lead to a burst of innovation.

GLI was able to maintain its profitability by riding on the movement that it had created. As the government and market saw the urgency and need for green products, more manufacturers and industry players wanted to enlist in GLI's directory. Thus creating even a bigger directory that would continue to have a snowball effect.

Through developing awareness in green products GLI created a new market in Indonesia that focuses on utilizing green products. The movement increases the overall activity of continuously improving manufacturer products in order to meet the standard. The movement leads to a burst of innovation of green products and services in Indonesia.

Social and environmental benefit

The awareness created by establishing a directory of green product has changed the mindset of the government, industry players, contractor even the general public. Through this awareness, government focuses on developing infrastructure that utilises green product in order to create a sustainable city. In order to facilitate the development of the infrastructure, industry players started to innovate in order to provide the green product required by the government. The general public now understand that it is important to support the green movement in order to create a sustainable living condition that is supported by clean energy and water with zero waste.

Interview

Naning Adiwoso, Founder