Tractor
Transcription
Tractor
Journalismus vs. Kunst – Wie viel Kreativität verträgt die Grafik? – MAZ, Luzern 17. September 2014 Von B und C Hahn und Zimmermann Rathausplatz 3 CH-3011 Bern T +41 (0)31 331 28 70 [email protected] www.von-b-und-c.net Kommunikationsdesign Informationsgrafik Designforschung 2004 2005 2007 2008 2009 2010 2011 2012 2014 © Hahn und Zimmermann, 2014 2013 1 – Die Ästhetik grosser Datenmengen © Hahn und Zimmermann, 2014 24/7 The Alibi New York Times Magazine (2007) Jan Oct May Mon dated expenses Tue Aug Feb Mar Nov Wed Jun Thu 4 Fri 5 Sat 6 1 Sun 7 2 Sept Apr Jul Mon Tue 3 5 9 Wed dated telephone calls Dec 4 6 Thu 11 5 Fri 12 6 8 5 9 6 7 Sat 8 Sun 9 Mon Tue Wed 14 9 13 10 12 10 14 11 13 11 15 12 Thu 15 Fri 16 14 Sat 17 15 18 16 19 17 20 18 21 19 22 20 23 21 Sun 18 Mon 16 Tue Wed 18 22 Thu Fri 22 24 Sat Sun 28 Mon 27 Tue 26 24 Wed Thu 26 Fri 13 24 22 25 23 26 24 27 25 28 26 29 27 30 28 Sat 29 Sun 30 Mon 31 Tue dated photos of toilets dated expenses dated telephone calls Data source: http://trackingtransience.net © Hahn und Zimmermann, 2014 dated photos of toilets 1 © Hahn und Zimmermann, 2014 2 – Informationen sichtbar machen © Hahn und Zimmermann, 2014 Kulturwirtschaft Berlin Form – Zeitschrift für Design (2010) 11 Allee Schönhauser a Ch 12 8 us se es 46 tra ge rS tra ße er eif 29 71 raße 78 Kaiserin-Augusta-Allee 5 7 Alt-M 68 75 t Tors ße stra en alid Inv 1 Gr 27 sw ald Pren z 22 S laue tra ße rAll e e 24 20 e aß str rg lbe r Pe nzi ide S er Da He tra 37 2 ße ße 66 79 49 52 6 80 81 54 39 oabit 4 14 65 36 57 47 17 inden UnterdenL tra ße e aße Bismarckstr Ho Le Tiergartenstraße 67 Martin-Luther-Straße e erS e-S inric h-H 3 33 ufenstraße ße 82 13 e aldstraß Grunew ala uer 50 All e e 56 isen aße Pu sch kin alle 18 43 55 e 38 41 k ar P er w to ep Tr Mehringdamm austr Am ße Dudenstraße ra st pt u Ha Gne 10 19 59 Design galleries Institutions etc. Bookstores, publisher 3 9AndreasMurkudis 4 0KaufhausdesWestens 41Modulor 4 2NeuesModulorHaus(ab2011) 4 3SpaceHall 4 4StilwerkBerlin 4 5twinkle*twinkle 45 Str 53 amm stra Shops 64 erD Yorc k 15 31AquaCarrèBerlin 32Betahaus 3 3Co.up 3 4ÏMADesignVillage 3 5Impaktberlin 36Made 37RaumstationCoworking 3 8Studio70CoworkingSpace ße uss a rnd Coworking spaces tra 35 lle nzo ns 32 34 Hohensta he hle 42 SkalitzerStraße mm Ho 83 Mü 9 b Kott Studios raß Pot s Bundesallee 60 nst r fe rste 40 25 sU Kur fü dam e He traß erS aß he sc 77 str 26 lle 74 31 Ha amm tend rs Kurfü e 69 ist e 28 ein 76 Sch Kle raß traß 62 er önebergerUf 23 tst 51 44 Kantstraße 1AlessioLeonardi 2BerlinHaushoch 3BetaTank 4BueroBotschBerlin 5BureauMarioLombardo 6Designerdeutsch 7EdenspiekermannBerlin 8EttlaBenn 9FonsHickmannm23 10FontShop 11Formfjord 12HellaJongerius/Jongeriuslab 13Hort/EikeKönig 14JerszySeymour 15JuliGudehus 16JürgenMayerH. 17Lambl/Homburger 18LlotLlov 19LucasFontsGmbH 20Lulu 21MarkusWeissbeckSurfaceGesellschaft fürGestaltung 2 2Meiré&Meiré 2 3MetaDesign 24NadineSchemmann/PlasticPirate 2 5NosheAndreasGehrke 26OliverWiegener/IceCreamForFree™ 27SarahIllenberger 28SoniceDevelopment 2 9StudioAisslinger 30StudioHausen 72 ark e 63 30 lzm 73 traße ipzigerS 61 x-Allee 58 Friedrichstraß 17.Juni Straßedes 16 Karl-Mar 21 4 625books,HannesWanderer 47BuchhandlungWaltherKönig anderMuseumsinsel 4 8BücherbogenamSavignyplatz 4 9doyoureadme?!MagazineundLektüre derGegenwart 50MottoBerlin 51NicolaiVerlagBerlin 52Proqm 5 3RobertKlanten/DieGestaltenVerlag 5 4CreateBerline.V. 5 5DesignerdockHeadquartersLimited 56DMYBerlin 57IDZ/InternationalesDesignZentrum Berline.V. 5 8InitiativeKultur-undKreativwirtschaftder Bundesregierung,RegionalbüroBerlinim HausderDeutschenWirtschaft 59SenatsverwaltungfürWirtschaft,Technologie undFrauen 6 0TCCTechnologieCoachingCenter, KreativCoachingCenter Museums 61Bauhaus-Archiv/MuseumfürGestaltung 6 2Kunstbibliothek 6 3Kunstgewerbemuseum 6 4MuseumderDinge/Werkbundarchiv 65SammlungBoros,Bunker 6 6SammlungindustrielleGestaltung, StiftungHausderGeschichteder BundesrepublikDeutschland 67SchaudepotBuchstabenmuseum 6 8AppelDesignGallery 6 9ClemensTissi 70Designtransfer/UdKBerlin 71GalerieArndt&Partner 72GalerieUlrichFiedler 73GalerieUrbanArtInfo 74Hans-PeterJochum 75Helmrinderknecht 76JacksonDesignGmbH 77KarenaSchuesslerGallery 78Neugerriemschneider. 79Pigasus–PolishPosterGallery 8 0PoolGallery So nn en all ee Hotels 81HotelCasaCamperBerlin 8 2HotelSarotti-Höfe 8 3MichelbergerHotel © Hahn und Zimmermann, 2014 rS e ae traß Ma str on Ca uer 70 Wa rsch au Alt rch aße str aß e 48 3 – Die Kunst, aufzuräumen © Hahn und Zimmermann, 2014 Planungsinstrumente Hochparterre / ETH Zürich – Institut für Städtebau (2014) Zusammenspiel der raumplanerischen und städtebaulichen Planungsinstrumente im Grossraum Zürich Rechtliche Grundlagen Instrumente Agglomerationsprogramme Vorbereitende politische, wirtschaftliche und gesellschaftliche Leitbilder Beispiel Stadt Zürich Quartier Areal Kantonaler Richtplan Zürich Raumordnungskonzept des Kantons Zürich (ROK-ZH) Regionale Richtpläne Politisches, wirtschaftliches und gesellschaftliches Leitbild «Strategien 2025» Kommunales räumliches Leitbild «RES» Gebietsspezifische Leitbilder und -konzepte oder Masterpläne Kommunaler Richtplan (Stadt Zürich: Verkehr) Studienaufträge und Architekturwettbewerbe (mindestens Verkehrsrichtplan zwingend) Parlament Sachplanung Bundesrat Stimmvolk § 20 ff. RPG, PBG Verordnungen, Richtlinien und Normalien § 12 PBG § 30 PBG Kantonsrat Regierungsrat Baudirektion Richtplanung Nutzungsplanung Amt für Raumentwicklung des Kantons Zürich Richtplanung Stimmvolk Regierungsrat Volksabstimmungen Bau- und Nutzungsordnungen, Nutzungspläne, Zonenpläne Quartierplan Eigentümerverbindlich PolitikerInnen, EigentümerInnen (vorwiegend politisch sowie durch persönliche Betroffenheit motivierte Entscheidungen) Planungsvollzug Richtplanung Nutzungsplanung Stimmvolk, Gemeindeversammlung, Gemeinderat Bau- und Planungsamt (AfS) Bevölkerung Behörden Verwaltung EigentümerInnen InvestorInnen EntwicklerInnen PlanerInnen ArchitektInnen Sondernutzungspläne: – Gestaltungsplan – Sonderbauvorschriften (inkl. Arealüberbauung) + Behördenverbindlich PolitikerInnen (vorwiegend politisch motivierte Entscheidungen) Planungshoheit und -vollzug; Planungs- und Baugesetzgebung 11 Planungsverbände ZPL*, ZPK*, ZPZ*, ZPP*, ZPG*, ZPF *, RZO, RWU, PZU, ZPW, Stadt Zürich* *Dachorganisation: RZU Kommunale Bau- und Zonenordnung (BZO) Strategien, Grundlagen, verwaltungsinterne Handlungsanweisungen Profis (vorwiegend nach professionellen Kriterien erarbeitete Vorschläge) Grundsatzgesetzgebung in der Raumplanung Vertretung der Mitglieder: Kantone und Gemeinden (Genehmigung durch den Kanton) Objekt /Projekt Verbindlichkeit: HauptakteurInnen: Stimmvolk Verein Metropolitanraum Zürich Anpassung BZO Kooperative Verfahren (Testplanungen etc., städtebauliche Ideenwettbewerbe) Akteure Raumrelevante Bundesämter Regionale Raumordnungskonzepte (Regio-ROK) Publikationen der Hochbauämter Gemeinde Raumrelevante Gesetze (Wald, Umweltschutz, Natur- und Heimatschutz etc.) Kantonale und regionale Nutzungszonen Kantonale Gestaltungspläne Die Stadt Zürich ist nach Planungs- und Baugesetz (PBG) eine Planungsregion Standort- undMachbarkeitsstudien 11 Regionen des Kantons Zürich Langfristige Raumentwicklungsstrategie (LaRES), in Arbeit Partizipationsverfahren mit der Bevölkerung 1,4 Mio. EinwohnerInnen 171 Gemeinden Städtebauliche Studien ohne EigentümerInnen und Bevölkerung Räumliches Controlling des Kantons Zürich (Raumplanungsbericht) ‹Gegenstromprinzip› Kanton Zürich RPG (Revision 2013) Volksabstimmungen 7 Kantone 1,6 Mio. EinwohnerInnen Metrobilder Vision Metropolitanraum Zürich Metropolitanregion Zürich Konzepte und Sachpläne Kompetenzen © Hahn und Zimmermann, 2014 Raumkonzept Schweiz Eidgenossenschaft Stufenweise Berücksichtigung des Umweltrechts (Energierichtlinien, Lärmschutz, Denkmalpflege etc.) Planungsebene 4 – Bewusster Einsatz der Werkzeuge Farben, Format, Linienstärken, Schrift … © Hahn und Zimmermann, 2014 Unser Kampf gegen den Hunger muehlhausmoers/Welthungerhilfe (2014) jahreSbericht 2013 | 6 DaS tun Wir jahreSbericht 2013 7 | DaS tun Wir Projekte zur Förderung zivilgesellschaftlicher Strukturen 2,7 Mio. eur 2012: 13 projekte, 2,1 Mio. eur Projekte zur sozialen Integration und Bildung 2 Mio. eur 2012: 17 projekte, 2,1 Mio. eur 18 Basisinfrastrukturprojekte 6,8 Mio. eur 2012: 12 projekte, 5,3 Mio. eur 19 10 Projekte zur ländlichen und regionalen Entwicklung 11 Mio. eur 2012: 68 projekte, 7,6 Mio. eur 12 16 74 unser Kampf gegen den Hunger 22 Nothilfeprojekte 6,8 Mio. eur 2012: 9 projekte, 2 Mio. eur 1 Projekt zu Gesundheit und HIV & Aids 0,7 Mio. eur 2012: 1 projekt, 0,6 Mio. eur ASIEN 13 länder 150 EuropA Allein im Jahr 2013 hat die Welthungerhilfe Menschen in 40 Ländern mit 355 Auslandsprojekten* unterstützt. 22 Inlandsprojekte Sonstige Projekte 2,5 Mio. eur 2012: 9 projekte, 2,4 Mio. eur projekte mit 2,6 Mio. Eur projektvolumen projekte mit 32,4 Mio. Eur projektvolumen NorDKorEA stärkten das Bewusstsein für Hunger und Armut in der deutschen und europäischen Öffentlichkeit und Politik. Seit ihrer Gründung 1962 TADScHIKISTAN förderte die Welthungerhilfe 7.348 Auslandsprojekte mit rund 2,66 Milliarden Euro, davon 5.174 Selbsthilfeprojekte. SYrIEN 12 3 Projekte zur Öffentlichkeitsarbeit 0,1 Mio. eur AFgHANISTAN Projekte zur Politikarbeit 1,4 Mio. eur NEpAl bANglADEScH pAKISTAN 7 KubA HAITI DoMINIKANIScHE rEpublIK Projekte zur Mobilisierung 1,1 Mio. eur INDIEN MAlI NIgEr MYANMAr lAoS SuDAN pHIlIppINEN NIcArAguA SIErrA lEoNE Projekte zur ländlichen und regionalen Entwicklung 14,7 Mio. eur 2012: 38 projekte, 9,4 Mio. eur Sonstige Projekte 1,1 Mio. eur 2012: 12 projekte, 2,4 Mio. eur 38 8 KAMboDScHA burKINA FASo ÄTHIopIEN gHANA SoMAlIA SrI lANKA SÜDSuDAN lIbErIA ugANDA KENIA EcuADor DEM. rEp. KoNgo pEru ruANDA buruNDI TANSANIA MAlAWI bolIvIEN MADAgASKAr lATEINAMErIKA uND KArIbIK 7 länder 61 SIMbAbWE 136 projekte mit 81,4 Mio. Eur projektvolumen projekte mit 22,5 Mio. Eur projektvolumen Nothilfeprojekte 3 0,9 Mio. eur 2012: 5 projekte, 1,6 Mio. eur projektländer der Welthungerhilfe AFrIKA 20 länder 24 3 Basisinfrastrukturprojekte 4,7 Mio. eur 2012: 2 projekte, 3,4 Mio. eur projektländer der alliance2015Mitglieder, in denen die Welthungerhilfe nicht selbst aktiv ist * Davon 8 überregionale projekte, die hier nicht abgebildet sind 1 Projekt zur sozialen Integration und Bildung 0,2 Mio. eur 2012: 1 projekt, 0,1 Mio. eur 55 Projekte zur ländlichen und regionalen Entwicklung 33,9 Mio. eur 2012: 65 projekte, 31,4 Mio. eur Basisinfrastrukturprojekte 18,6 Mio. eur 2012: 25 projekte, 18,4 Mio. eur 22 13 3 Projekte zur Förderung zivilgesellschaftlicher Strukturen 0,2 Mio. eur 2012: 3 projekte, 0,6 Mio. eur Projekte zur sozialen Integration und Bildung 5,1 Mio. eur 2012: 20 projekte, 4,8 Mio. eur Nothilfeprojekte 19,3 Mio. eur 2012: 21 projekte, 32,2 Mio. eur 3 Projekte zu Gesundheit und HIV & Aids 0,7 Mio. eur 2011: 1 projekt, 0,5 Mio. eur 16 Sonstige Projekte 3,6 Mio. eur 2012: 16 projekte, 3,9 Mio. eur © Hahn und Zimmermann, 2014 MoSAMbIK Projekte zur Förderung zivilgesellschaftlicher Strukturen 8 0,9 Mio. eur 2012: 6 projekte, 0,8 Mio. eur © Hahn und Zimmermann, 2014 Wem gehört die Welt? DIE ZEIT (2014) © Hahn und Zimmermann, 2014 4 – Schrift als Informationsträger © Hahn und Zimmermann, 2014 Wie nützt das Neue? Wirtschaftsmagazin brand eins (2013) CH sCHWerPUnKT: ForTsCHriTT Wagen _TeCHnologie Innovationsindikator Wie nützt das Neue? 80 77 Aber leider deutlich seltener als behauptet. BE SE 60 NL US DE DK NO FI AT GB TW FR IE AU CA 60 58 63 59 56 Text: Thomas Ramge Grafik: Von B und C, Hahn und Zimmermann 54 50 Chemie und Energie 7% Sonstige 10 % SG 70 Revolutionäre Technik bringt die Welt voran. Stimmt. Software und Internet 8% sCHWerPUnKT: ForTsCHriTT Wagen 53 56 54 53 50 49 48 Datenverarbeitung und Elektronik 28 % 50 KR 48 44 48 JP 42 40 Industrie 10 % Auto 15 % Gesundheit 22 % 30 Anteile der Branchen an den gesamten Forschungsund Entwicklungsausgaben weltweit (Quelle: Booz & Company) ES 23 1. Der Toilettentest 30 Legende (Grafik rechts): CH. . . . . . . . . . . . . . . . . . . . . . . . . . . . . Schweiz SG. . . . . . . . . . . . . . . . . . . . . . . . . . . . Singapur SE . . . . . . . . . . . . . . . . . . . . . . . . . . Schweden NL . . . . . . . . . . . . . . . . . . . . . . . .Niederlande BE . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Belgien DE . . . . . . . . . . . . . . . . . . . . . . . . Deutschland US . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .USA DK . . . . . . . . . . . . . . . . . . . . . . . . . . Dänemark FI. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Finnland NO . . . . . . . . . . . . . . . . . . . . . . . . . Norwegen AT . . . . . . . . . . . . . . . . . . . . . . . . . . Österreich FR . . . . . . . . . . . . . . . . . . . . . . . . . . . Frankreich CA. . . . . . . . . . . . . . . . . . . . . . . . . . . . . Kanada GB. . . . . . . . . . . . . . . . . . . . Großbritannien AU . . . . . . . . . . . . . . . . . . . . . . . . . . . Australien TW . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Taiwan IE . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Irland KR . . . . . . . . . . . . . . . . . . . . . . . . . . . Südkorea JP . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .Japan ES . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Spanien CN . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . China IT. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Italien PL . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .Polen RU . . . . . . . . . . . . . . . . . . . . . . . . . . . . Russland ZA . . . . . . . . . . . . . . . . . . . . . . . . . . . Südafrika TR . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Türkei IN. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Indien BR . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Brasilien Brand eins 07/13 CN IT 15 15 10 ZA 4 0 PL 5 5 4 IN BR 0 0 Index zur Innovationsfähigkeit der führenden Industrieländer im Jahr 2012 Kontinente: Europa, Asien, Nordamerika, Australien, Afrika, Südamerika (Quelle: BDI, Deutsche Telekom Stiftung) Brand eins 07/13 31 © Hahn und Zimmermann, 2014 Disruptive Technologie – das rufen sie alle. Zumindest fast alle, die Forschungsgeld für Grundlagenforschung beantragen. Die auf der Suche nach Risikokapital für ein Start-up sind. Die Kunden mit einem Produkt der angeblich ganz neuen Art umwerben. Der Durchbruch ist überall. Im Genom, im ultraleichten Verbundstoff, im mobilen Endgerät mit revolutionärer Benutzeroberfläche. Wenn er noch nicht da ist, dann steht er unmittelbar bevor. Zum Nutzen des Einzelnen, der Gesellschaft, der Menschheit. Neue Techniken kommen als Großmäuler auf die Welt. Sie versprechen viel. Ob der Behauptung auch der Beweis folgt, werden die Erfinder in der Regel erst mit grauen Haaren erfahren. Das war schon immer so. Vermutlich muss es so sein. Ein Problem der Gegenwart ist allerdings: Die Frequenz der disruptiven > 20 sCHWerPUnKT: ForTsCHriTT Wagen 9.9 9.6 Roche Pfizer Microsoft Samsung Electronics 9.4 9.1 9 9 Merck Intel General Motors 8.5 8.4 8.1 Nokia Volkswagen Johnson & Johnson 7.8 7.7 7.5 Sanofi Panasonic Honda Motor 6.7 6.6 6.6 GlaxoSmithKline IBM 6. 3 6. 3 Cisco Systems 5.8 Daimler 5.8 AstraZeneca 5. 5 Ranking der 20 Unternehmen mit den höchsten Ausgaben für Forschung und Entwicklung im Jahr 2011 (in Milliarden US-Dollar) Branchen: Gesundheit, Datenverarbeitung /Elektronik, Auto (Quelle: Bloomberg; Booz & Company) durch unsere Adern tauchen, um irgendwo im Körper irgendetwas zu reparieren. Windschutzscheiben, an denen dank Mikrostruktur Wasser schneller abläuft, sind wohl eher als inkrementeller Fortschritt zu sehen. Auf dem Gipfel überzogener Erwartungen des aktuellen Gartner’s Hype Cycle stehen gerade 3-D-Druck, Hybrid Cloud Computing und Social-Media-Analyse. Big Data Brand eins 07/13 hat nach Einschätzung der Gartner-Analysten bei den Erwartungen noch Luft nach oben. 5. Das Alte und das Neue „Innovation hat immer eine bestimmte Historizität“, sagt Marion Weissenberger-Eibl. Der Satz hängt in der Luft ihres Büros im Fraunhofer-Institut für System- und Innovationsforschung. Die Professorin und Beraterin der Bundeskanzlerin holt etwas weiter aus, um ihn zu erden. Das Datenkompressionsverfahren MP3 kam zur richtigen Zeit. Unabhängig von der viel diskutierten Frage, wer es erfunden hat und wer damit Geld verdient, verkleinerte MP3 die Dateigrößen von Musiktiteln, sodass sie auf bezahlbare Flash-Speicher passten und bei der verfügbaren DatenÜbertragungsgeschwindigkeit schnell im Internet heruntergeladen werden konnten. Heute wäre MP3 als Technik gar nicht mehr so wichtig. Denn auch die Datenmengen von Musik in CD-Qualität passen auf Flash-Speicher und sind im Netz transportfähig. MP3 hat sich clever und zum richtigen Zeitpunkt in unseren Alltag gemogelt, ist aber voraussichtlich kein Standard für die Ewigkeit, sondern unterliegt dem immer wiederkehrenden Zyklus der Innovation. Sein Nutzen nimmt ab. Etwas Neues mit höherem Nutzen wird kommen. Woher? Wir wissen es nicht. Weissenberger-Eibl bringt es auf die Formel: „Es gibt keine natürliche Erbfolge der Innovation.“ Der Kugelschreiber wurde nicht von einem Füllfederhalterhersteller erfunden, sondern von einem ehemaligen Versicherungsmakler und Rennfahrer. Wirklich Neues entsteht meist an den Schnittstellen der Technologien und Disziplinen. Zum Beispiel an den Berührungspunkten von IT, Biologie und klassischen Ingenieurswissenschaften. Sie unterwandern alle möglichen Felder von Alltag, Arbeit und Wertschöpfung. Sie machen das Leben des Einzelnen einfacher und mehren den Wohlstand vieler. Sie schaffen das, wenn sie sich nach den Phasen der Ernüchterung in frühen Entwicklungsstadien als lernfähig erweisen. Und wenn ihre Erfinder und Entwickler sich darüber austauschen, wo die neue Technik Mehrwert bringen könnte. Oft kommen die Innovationen gar nicht laut auf die Welt, sondern verstecken sich zunächst hinter den Großsprechern. Leise Kandidaten wären die Sensorik oder die synthetische Biologie. Armin Grunwald sagt: „Wir sind zu Hype-Junkies verkommen.“ Kaum habe eine Technik die Erwartungen an sie nicht erfüllt, gierten wir nach der nächsten. „Die Schere zwischen Hype und technischem Fortschritt geht immer weiter auseinander.“ Den gleichen Eindruck hatte schon ein anderer kluger Beobachter des Zeitgeists vor rund drei Jahrzehnten. Der Philosoph Odo Marquard, ein Konservativer, ein Lobbyist der Bewahrung der Gegenwart. Marquard war der Überzeugung: Das Neue muss beweisen, dass es besser ist als das Alte. Nicht umgekehrt. Die Toilette ist dafür das beste Beispiel. -35 © Hahn und Zimmermann, 2014 Toyota Novartis © Hahn und Zimmermann, 2014 Kulturwirtschaft Berlin Form – Zeitschrift für Design (2010) Entwicklung des Clusters Kommunikation, Medien, Kreativwirtschaft Berlin von 2000 –2007 Development of the Berlin cluster communication, media, creative industries from 2000 –2007 Anzahl Unternehmen /Number of companies Books/Press 6000 2007 20.5 % 2006 5000 2005 Information/ Communication Books/Press 2004 2003 2002 4000 14.6 % 2001 2000 Software/ Games Architecture Architecture 11.3 % 3000 10.9 % Advertising 9.8 % Design 9.3 % 2000 Information/ Communication Others Film/Broadcast Advertising 8.1 % 8% Fine Arts 7.3 % Music Others Film/Broadcast Design 6.3 % Fine Arts Software/Games Performing Arts Music 4.8 % 1000 Anzahl Unternehmen / Number of companies 1 2000 2007 0 2 AAAA 3 A 5000 4000 3000 2000 1000 4 Die Prozentangabe (%) entspricht dem Anteil Unternehmen am Cluster / The percentage (%) corresponds to the share of companies in the cluster. 5 6 Umsatz / Sales 7 8 Umsatz / Sales Zunahme gegenüber Vorjahr / Increase on previous year Abnahme gegenüber Vorjahr / Decrease on previous year in Mrd. Euro, gerundet / to the nearest billion euros © Hahn und Zimmermann, 2014 Performing Arts Social Networking Websites Beef Magazine (2009) MySpace 253ʼ145ʼ404 50 Internetcommunities mit Launchjahr und Userzahl Quelle: http://en.wikipedia.org/wiki/ List_of_social_networking_websites (Stand: 06.03.09) Visualisierung: Hahn und Zimmermann Facebook HabboWindows Live Spaces 235ʼ000ʼ000 120ʼ000ʼ000 117ʼ000ʼ000 Friendster hi5 90ʼ000ʼ000 80ʼ000ʼ000 Tagged Orkut 70ʼ000ʼ000 67ʼ000ʼ000 Reunion Flixster 63ʼ000ʼ000 51ʼ000ʼ000 50ʼ000ʼ000 40ʼ000ʼ000 NetlogBebo LinkedIn Odnoklassniki 36ʼ000ʼ000 35ʼ000ʼ000 27ʼ000ʼ000 22ʼ000ʼ000 Xanga 19ʼ000ʼ000 Care2 15ʼ000ʼ000 1995 1996 1997 1998 1999 Badoo WAYN 2001 2002 Viadeo 17ʼ000ʼ000 2004 15ʼ000ʼ000 Sonico Geni Xiaonei Buzznet Nasza-klasa Hyves myYearbook StudiVZ MocoSpace itsmy Stickam Nexopia 2003 V Kontakte 15ʼ000ʼ000 13ʼ000ʼ000 XING iWiW 2000 29ʼ000ʼ000 20ʼ936ʼ509 Multiply DeviantART Trombi Vampirefreaks 30ʼ000ʼ000 21ʼ000ʼ000 BlackPlanet LiveJournal Friends Reunited Plaxo 17ʼ564ʼ977 24ʼ000ʼ000 imeem Skyrock Last.fm Mixi Fotolog 20ʼ000ʼ000 20ʼ000ʼ000 2005 2006 Twitter CafeMom 2007 2008 2009 © Hahn und Zimmermann, 2014 Classmates MySpac 253ʼ145ʼ404 50 Internetcommunities mit Launchjahr und Userzahl Quelle: http://en.wikipedia.org/wiki/ List_of_social_networking_websites (Stand: 06.03.09) Visualisierung: Hahn und Zimmermann Facebo HabboWindows Live 235ʼ000ʼ000 120ʼ000ʼ000 117ʼ000ʼ000 Friendster hi5 90ʼ000ʼ000 80ʼ000ʼ000 Tagged Orkut 70ʼ000ʼ000 67ʼ000ʼ000 Reunion Flixster 63ʼ000ʼ000 Classmates 50ʼ000ʼ000 40ʼ000ʼ000 NetlogBebo LinkedIn Odnoklassniki 36ʼ000ʼ000 35ʼ000ʼ000 27ʼ000ʼ000 22ʼ000ʼ000 Xanga 17ʼ564ʼ977 Care2 21ʼ000ʼ000 BlackPlanet LiveJournal Friends Reunited Plaxo 19ʼ000ʼ000 15ʼ000ʼ000 DeviantART 1995 1996 1997 1998 1999 2000 2001 2002 Viadeo 17ʼ000ʼ000 2004 15ʼ000ʼ000 Sonico Geni Xiaonei Buzznet Nasza-klasa Hyves myYearbook StudiVZ MocoSpace itsmy Stickam Nexopia 2003 V Kontakte 15ʼ000ʼ000 13ʼ000ʼ000 XING iWiW 20ʼ936ʼ509 Badoo WAYN Multiply Trombi Vampirefreaks 29ʼ000ʼ000 24ʼ000ʼ000 imeem Skyrock Last.fm Mixi Fotolog 20ʼ000ʼ000 20ʼ000ʼ000 30ʼ000ʼ000 2005 2006 Twitter CafeMom 2007 2008 2009 © Hahn und Zimmermann, 2014 51ʼ000ʼ000 5 – Visuelle Metapher © Hahn und Zimmermann, 2014 Sprachenvielfalt DIE ZEIT (2013) © Hahn und Zimmermann, 2014 © Hahn und Zimmermann, 2014 Questions Bank Julius Bär (2011) Excellent Fair Poor Good Excellent Good Fair Poor Excellent Good Fair Poor Excellent Fair Poor Good Excellent Excellent Good Fair Poor Excellent Good Good Fair Poor Poor Excellent Fair Poor Good Excellent Excellent Good Fair Fair Poor Fair Poor Good Excellent Fair Poor Good 68 % 19 % 3 % 3 68% 19% 3% 3% 68 % 19 % 3 % 3 % 68 19 68 19 3%3 3%% 68 19 3 68 19 68 %%%%%%% 19 %%%%%%% 68 % 19 % 3333% 3%%% % 3333% 3%%% % 68 19 68 19 68 % 33%%% 33%%% 19 % 2020 2020 2020 2020 2020 2020 2020 2020 2020 2020 2020 2020 Excellent Excellent Good Excellent Good Good Excellent Excellent Good Excellent Good Good 32% 32 %%% 32 32 32 32 32 32 %%%%% 32 % 32 32 32 %% 11% 11 %%% 11 11 11 11 11 11 %%%%% 11 % 11 11 11 %% Fair Fair Fair Fair Fair Fair Poor Poor Poor Poor Poor Poor 12% 13% 12 %%% 13 13 %%% 12 13 12 12 13 12 13 12 13 12 %%%%% %%%%% 12 % 13 13 % 12 13 12 12 %% 13 13 %% Life Very Life Very Life Very Life Very Life Life Very Very Life Very Life Very Life Life Very Very elapsed poor Life Very elapsed poor elapsed poor elapsed poor elapsed poor poor poor elapsed elapsed elapsed poor elapsed elapsed poor poor elapsed poor 55 22 5% 2% % % 5%% 2%% 5 2 5%%% % 5555% 2222% 2%%% % 55%%% 22%%% Life Very Life Very Very Life Life Very Life Very Life Very elapsed poor poor poor elapsed elapsed poor elapsed poor elapsed poor elapsed 23% 23 %%% 23 23 23 23 23 23 %%%%% 23 % 23 23 23 %% 9% 99 % % 9% 9 9999% 9%%% % 99%%% Quality of drinking Quality of Quality of US drinking Quality of water: Qualitywater: ofUS USdrinking drinking Quality ofdrinking drinking water: US Environmental Agency water infrastructure water infrastructure US Protection Agency waterProtection infrastructure USEnvironmental Environmental Protection Agency Source: US Environmental US Environmental Source: US Environmental Protection Protection Agency, 2002 ProtectionAgency, Agency,2002 2002 More More crop per drop Morecrop cropper perdrop drop Agricultural activity consumes 70% of the demand Agricultural activity consumes 70% of the demand Agricultural activity consumes 70% of the demand Agricultural Agricultural activity consumes 70% of the demand Agriculturalactivity activityconsumes consumes70% 70%of ofthe thedemand demand for fresh water worldwide. Asia, with more than two for fresh water worldwide. Asia, with more than two for fresh water worldwide. Asia, with more than two for for fresh water worldwide. Asia, with more than two forfresh freshwater waterworldwide. worldwide.Asia, Asia,with withmore morethan thantwo two thirds of global irrigated land, depends heavily on thirds of global irrigated land, depends heavily on thirds of global irrigated land, depends heavily on thirds of global irrigated land, depends heavily on thirds of global irrigated land, depends heavily on thirds of global irrigated land, depends heavily on irrigation, especially due to its rice production. While irrigation, especially due to its rice production. While irrigation, especially due to its rice production. While irrigation, irrigation, especially due to its rice production. While irrigation,especially especiallydue dueto toits itsrice riceproduction. production.While While global water scarcity is becoming a serious threat to global water scarcity is becoming a serious threat to global water scarcity is becoming a serious threat to global global water scarcity becoming serious threat to globalwater waterscarcity scarcityisis isbecoming becomingaaaserious seriousthreat threatto to large areas that represent key growing regions, at large areas that represent key growing regions, at large areas that represent key growing regions, at large large areas that represent key growing regions, at largeareas areasthat thatrepresent representkey keygrowing growingregions, regions,at at the same time, the demand for water by industry and the same time, the demand for water by industry and the same time, the demand for water by industry and the the same time, the demand for water by industry and thesame sametime, time,the thedemand demandfor forwater waterby byindustry industryand and households also isis on the rise. Farmers will thus face households also on the rise. Farmers will thus face households also is on the rise. Farmers will thus face households also is on the rise. Farmers will thus face households also is on the rise. Farmers will thus face households also is on the rise. Farmers will thus face tough pressure to use water more efficiently. Overall, tough pressure to use water more efficiently. Overall, tough pressure to use water more efficiently. Overall, tough tough pressure to use water more efficiently. Overall, toughpressure pressureto touse usewater watermore moreefficiently. efficiently.Overall, Overall, irrigation infrastructure still has a long ways to go, irrigation infrastructure still has a long ways to go, irrigation infrastructure still has a long ways to go, irrigation irrigation infrastructure still has long ways to go, irrigationinfrastructure infrastructurestill stillhas hasaaalong longways waysto togo, go, given that large amounts of water never reach the given that large amounts of water never reach the given that large amounts of water never reach the given that large amounts of water never reach the given that large amounts of water never reach the given that large amounts of water never reach the plants for which the water isisisintended. Technologies plants for which the water intended. Technologies plants for which the water intended. Technologies plants plants for which the water intended. Technologies plantsfor forwhich whichthe thewater waterisis isintended. intended.Technologies Technologies to get “more crop per drop’ are at least, in theory, to get ‘more crop per drop’ are at least, inin theory, to get ‘more crop per drop’ are at least, theory, to to get ‘more crop per drop’ are at least, in theory, toget get“more “morecrop cropper perdrop’ drop’are areat atleast, least,in intheory, theory, available. Drip irrigation and improved sprinkler available. Drip irrigation and improved sprinkler available. Drip irrigation and improved sprinkler available. Drip irrigation and improved sprinkler available. available. Drip Drip irrigation irrigation and and improved improved sprinkler sprinkler infrastructure can significantly reduce the amounts infrastructure can significantly reduce the amounts infrastructure can significantly reduce the amounts infrastructure infrastructure can significantly reduce the amounts infrastructurecan cansignificantly significantlyreduce reducethe theamounts amounts of water needed. One major impediment however, of water needed. One major impediment, however, of water needed. One major impediment, however, of water needed. One major impediment however, of water needed. One major impediment, however, of water needed. One major impediment however, at least inininthe developing world, isisthat farmers at least the developing world at least the developing world at at least the developing world that farmers atleast leastinin inthe thedeveloping developingworld, world,is isthat thatfarmers farmers have little access to financing they need for capital have little access to financing they need for capital have little access to financing they need for capital have little access to financing they need have for capital have little little access access to to financing financing they they need needfor forcapital capital investments to apply these technologies. Another investments to apply these technologies. Another investments to apply these technologies. Another investments to apply these technologies. Another investments to apply these technologies. Another investments to apply these technologies. Another 38 38 36 38 38 38 problem isisisthe lack of incentives, as long as water problem the lack of incentives, as long as water problem the lack of incentives, as long as water problem problem the lack of incentives, as long as water problemisis isthe thelack lackof ofincentives, incentives,as aslong longas aswater water can be accessed at low, or even no cost. can be accessed at low, or even no cost. can be accessed at low, or even no cost. can can be accessed at low, or even no cost. canbe beaccessed accessedat atlow, low,or oreven evenno nocost. cost. Governments can do their part to encourage Governments can do their part to encourage Governments can do their part to encourage Governments Governments can do their part to encourage Governmentscan cando dotheir theirpart partto toencourage encourage the agricultural sector to adopt modern, waterthe agricultural sector to adopt modern, waterthe agricultural sector to adopt modern, waterthe agricultural sector to adopt modern, the agricultural sector to adopt modern, waterthe agricultural sector to adopt modern,waterwaterefficient irrigation. In our view, putting a price on efficient irrigation. In our view, putting a price on efficient irrigation. In our view, putting a price on efficient efficient irrigation. our view, putting price on efficientirrigation. irrigation.InIn Inour ourview, view,putting puttingaaaprice priceon on water and more effectively controlling its use both water and more effectively controlling its use both water and more effectively controlling its use both water water and more effectively controlling its use both waterand andmore moreeffectively effectivelycontrolling controllingits itsuse useboth both offer promises that might induce farmers to better offer promises that might induce farmers to better offer promises that might induce farmers to better offer offer promises that might induce farmers to better offerpromises promisesthat thatmight mightinduce inducefarmers farmersto tobetter better manage water resources, by providing an economic manage water resources, by providing an economic manage water resources, by providing an economic manage water resources, by providing an economic manage water resources, by providing an economic manage water resources, by providing an economic benefit to switching to newer technologies. The benefit to switching to newer technologies. The benefit to switching to newer technologies. The benefit benefit to switching to newer technologies. The benefitto toswitching switchingto tonewer newertechnologies. technologies.The The mounting pressure to provide adequate water isisis mounting pressure to provide adequate water mounting pressure to provide adequate water mounting pressure to provide adequate water mounting mounting pressure pressure to to provide provide adequate adequate water waterisis is likely to encourage reforms inin this direction inin the likely to encourage reforms this direction the likely to encourage reforms in this direction in the likely to encourage reforms in this direction in likely to encourage reforms in this direction in the likely to encourage reforms in this direction inthe the future. future. future. future. future. future. Water Water distribution and Waterdistribution distributionand and treatment treatment infrastructure treatmentinfrastructure infrastructure Clearly, water infrastructure inininmuch of the Clearly, water infrastructure much of the Clearly, water infrastructure much of the Clearly, Clearly, water infrastructure much of the Clearly,water waterinfrastructure infrastructureinin inmuch muchof ofthe the developing world isis still unsatisfactory, despite developing world still unsatisfactory, despite developing world is still unsatisfactory, despite developing world is still unsatisfactory, despite developing world is still unsatisfactory, despite developing world is still unsatisfactory, despite considerable improvements achieved inininrecent considerable improvements achieved recent considerable improvements achieved recent considerable considerable improvements achieved recent considerableimprovements improvementsachieved achievedinin inrecent recent years regarding access to drinking water and years regarding access to drinking water and proper years regarding access to drinking water and proper years regarding access to drinking water proper years to drinking drinking water waterand andproper proper years regarding regarding access access to and proper sanitation. Given the relatively low per capita sanitation. Given the relatively low per capita sanitation. Given the relatively low per capita sanitation. Given the relatively low per capita sanitation. Given the relatively low per capita sanitation. Given the relatively low per capita water consumption levels inininthe developing versus water consumption levels the developing versus water consumption levels the developing versus water water consumption levels the developing versus waterconsumption consumptionlevels levelsinin inthe thedeveloping developingversus versus the developed world to date, the pressure on the the developed world to date, the pressure on the the developed world to date, the pressure on the the the developed world to date, the pressure on the thedeveloped developedworld worldto todate, date,the thepressure pressureon onthe the existing infrastructure will grow, with water usage existing infrastructure will grow, with water usage existing infrastructure will grow, with water usage existing infrastructure will grow, with water usage existing existing infrastructure infrastructure will will grow, grow, with with water water usage usage expected to rise as economic growth inininthese expected to rise as economic growth these expected to rise as economic growth these expected expected to rise as economic growth these expectedto torise riseas aseconomic economicgrowth growthinin inthese these regions progresses. More supplies of fresh water regions progresses. More supplies of fresh water regions progresses. More supplies of fresh water regions regions progresses. More supplies of fresh water regionsprogresses. progresses.More Moresupplies suppliesof offresh freshwater water must be secured. As a consequence, there will must be secured. As a consequence, there will must be secured. As a consequence, there will must must be secured. As consequence, there will mustbe besecured. secured.As Asaaaconsequence, consequence,there therewill will also be more waste water to be deal with. Thus, also be more waste water to be deal with. Thus, also be more waste water to be deal with. Thus, also also be more waste water to be deal with. Thus, alsobe bemore morewaste wastewater waterto tobe bedeal dealwith. with.Thus, Thus, one could reasonably assume that investment ininin one could reasonably assume that investment one could reasonably assume that investment one could reasonably assume that investment one could reasonably assume that investment one could reasonably assume that investmentinin in basic water infrastructure is at very least not going basic water infrastructure is at very least not going basic water infrastructure at very least not going basic basic water infrastructure is at very least not going basicwater waterinfrastructure infrastructureisis isat atvery veryleast leastnot notgoing going to decline inininthe years ahead. Releasing water to decline the years ahead. Releasing water to decline the years ahead. Releasing water to to decline the years ahead. Releasing water todecline declineinin inthe theyears yearsahead. ahead.Releasing Releasingwater water untreated, as often happens these days, inflicts untreated, as often happens these days, inflicts untreated, as often happens these days, untreated, as often happens these days, inflicts untreated, as often happens these days, inflicts untreated, as often happens these days, inflicts inflicts severe long-term damage on the environment, not severe long-term damage on the environment, not severe long-term damage on the environment, not severe long-term damage on the environment, severe long-term damage on the environment, not severe long-term damage on the environment,not not to mention posing a risk to human health and the to mention posing a risk to human health and the to mention posing a risk to human health and the to to mention posing risk to human health and the tomention mentionposing posingaaarisk riskto tohuman humanhealth healthand andthe the future sustainability of the water supply. future sustainability of the water supply. future sustainability of the water supply. future future sustainability of the water supply. futuresustainability sustainabilityof ofthe thewater watersupply. supply. River systems inininselected areas of the world already River systems selected areas of the world already River systems selected areas of the world already River River systems selected areas of the world already Riversystems systemsinin inselected selectedareas areasof ofthe theworld worldalready already are showing signs of a severe deterioration in the are showing signs of a severe deterioration in the are showing signs of a severe deterioration the are are showing signs of severe deterioration in the areshowing showingsigns signsof ofaaasevere severedeterioration deteriorationinin inthe the quality of their water. In China, for example, no quality of their water. In China, for example, no quality of their water. In China, for example, no quality of their water. In China, for example, no quality quality of of their their water. water. In In China, China, for for example, example, no no less than 71% of water inininits seven largest rivers less than 71% of water its seven largest rivers less than 71% of water its seven largest rivers less less than 71% of water its seven largest rivers lessthan than71% 71%of ofwater waterinin inits itsseven sevenlargest largestrivers rivers isis labeled as grade 4-5, meaning itit isis undrinkable. labeled as grade 4-5, meaning undrinkable. labeled as grade 4–5, meaning it is undrinkable. isis labeled as grade 4-5, meaning it is undrinkable. is labeled as grade 4-5, meaning it is undrinkable. is labeled as grade 4-5, meaning it is undrinkable. But not only inininemerging countries isisisthere aastrong But not only emerging countries there strong But not only emerging countries there strong But But not only emerging countries there strong Butnot notonly onlyinin inemerging emergingcountries countriesisis isthere thereaaaastrong strong need to invest in water infrastructure. The developed need to invest in water infrastructure. The developed need to invest in water infrastructure. The developed need to invest in water infrastructure. The developed need need to to invest invest in in water water infrastructure. infrastructure. The The developed developed world also has considerable gaps to close, given world also has considerable gaps to close, given world also has considerable gaps to close, given world world also has considerable gaps to close, given worldalso alsohas hasconsiderable considerablegaps gapsto toclose, close,given given that reinvestment inin existing facilities have been that reinvestment inin existing facilities have been that reinvestment existing facilities have that reinvestment existing facilities have been that reinvestment in existing facilities have been that reinvestment in existing facilities have been been neglected inininthe past years. As aaconsequence, neglected the past years. As consequence, neglected the past years. As consequence, neglected neglected the past years. As consequence, neglectedinin inthe thepast pastyears. years.As Asaaaaconsequence, consequence, replacement costs loom inininthe future as the replacement costs loom the future as the replacement costs loom the future as the replacement replacement costs loom the future as the replacementcosts costsloom loominin inthe thefuture futureas asthe the equipment reaches the end of its useful life. equipment reaches the end of its useful life. equipment reaches the end of its useful life. equipment reaches the end of its useful life. equipment reaches the end of its useful life. equipment reaches the end of its useful life. Looking fornew newsources sources Looking Looking for new sources Lookingfor for new sources of water of of water ofwater water Besidesbecoming becomingmore moreefficient efficientininhow howwe we Besides Besides becoming more efficient ininhow how we Besides becoming more efficient we Besides becoming more efficientin how we Besides becoming more efficient in how we usewater, water, especially inagriculture, agriculture, thereare are use especially in there use water, especially ininagriculture, agriculture, there are use water, in there are use water,especially especially agriculture, there are use water, especially in agriculture, there are opportunities on the supply side that can mitigate opportunities on the supply side that can mitigate opportunities on the supply side that can mitigate opportunities on the supply side that can mitigate opportunities on the supply side that can mitigate opportunities on the supply side that can mitigate theimpacts impactsofofthe thewidening wideninggap gapbetween betweenwater’s water’s the the impacts of the widening gap between water’s the impacts of widening between water’s the impactsand ofthe the wideninggap gap between water’s the impacts of the widening gap between water’s availability consumption demand. Desalination availability and consumption demand. Desalination availability and consumption demand. Desalination availability and consumption demand. Desalination availability and consumption demand. Desalination availability and consumption demand. Desalination of saltwater is one way to increase the supply of saltwater isisone way to increase the supply of saltwater one way to increase the supply of isis way to ofsaltwater saltwater isone one waydesalination toincrease increasethe thesupply supply of saltwater one way to increase the supply of fresh water. Global capacity has of fresh water. Global desalination capacity has of fresh water. Global desalination capacity has of fresh water. Global desalination capacity has of fresh water. Global desalination capacity has of fresh water. Global desalination capacity has grown quite significantly in recent decades, andisis grown quite significantly ininrecent decades, and grown quite significantly recent decades, and isis grown quite significantly inin recent decades, and grown quite significantly in recent decades, andis grown quite significantly recent decades, and is in expectedtotocontinue continuethe theupward upwardtrend, trend,especially especially expected expected to continue the upward trend, especially expected to continue the upward trend, especially expected to continue the upward trend, especially expected toof continue the upward trend, especially the regions the Middle East and Northern Africa. ininthe regions of the Middle East and Northern the regions of the Middle East and Northern inin regions of East and Northern inthe thethough regionsproduction ofthe theMiddle Middle East and Northern the regions of the Middle East Northern Even costs perand litre oflitre desalinated Africa. Even though production costs per of Africa. Even though production costs per litre of Africa. Even though production costs per litre Africa. Even though production costs per litreof of Africa. Even though production costs litre of water havewater massively declined, itdeclined, still per remains a desalinated have massively ititstill desalinated water have massively declined, still desalinated water have massively declined, itit still desalinated water have massively declined, it still desalinated water have massively declined, still relatively expensiveexpensive and energy-intensive technology. remains a relatively and energy-intensive remains relatively expensive and energy-intensive remains expensive and energy-intensive remainsaaaarelatively relatively expensive andwith energy-intensive remains relatively expensive and energy-intensive Desalination thus has tothus compete other with technology. Desalination has to compete technology. Desalination thus has to compete with technology. Desalination thus has to with technology. Desalination thus has to compete withis technology. Desalination thus hasOne tocompete compete with options to improve water supply. such option other options to improve water supply. One such other options to improve water supply. One such other options to improve water supply. One such other options to improve water supply. One such other options to improve water supply. One such treatment and direct reuse ofre-use waste of water. Beyond option isistreatment and direct waste option treatment and direct re-use of waste option isis and re-use waste option istreatment treatment anddirect direct re-useof of waste option treatment and direct re-use of waste drinking water, and specific industrial applications water. Beyond drinking water, and specific industrial water. Beyond drinking water, and specific industrial water. Beyond drinking water, specific industrial water. Beyond drinkingwater water,isand and specific industrial water. drinking water, and specific industrial where Beyond highest-quality critical, we can applications where highest-quality water isiscritical, applications where highest-quality water critical, applications where highest-quality water is critical, applications where highest-quality water is applications where water water is critical, critical, substantially reducehighest-quality pressure on natural we can substantially reduce pressure on natural we can substantially reduce pressure on natural we can substantially reduce pressure on natural we can substantially reduce pressure on natural we can substantially reduce pressure on natural resources if we ifreuse treated, lower-quality water for water resources we re-use treated, lower-quality water resources ififwe we re-use treated, lower-quality water resources if re-use treated, water resources wewhere re-usesuitable. treated,lower-quality lower-quality water resources if we re-use treated, lower-quality certain applications, water for certain applications, where suitable. water for certain applications, where suitable. water waterfor forcertain certainapplications, applications,where wheresuitable. suitable. water for certain applications, where suitable. China China China China China China China China China China China China India India India India India India India India India India India India 300 300 “Desalination of “Desalination of “Desalination “Desalination of “Desalinationof of saltwater is one one saltwater saltwateris isone saltwater is one one way to increase the way wayto toincrease increasethe the way to increase the supply of fresh supply supplyof offresh fresh supply of fresh water.” water.” water.” water.” Potential options for this are numerous, especially Potentialoptions optionsfor forthis thisare arenumerous, numerous,especially especially Potential Potential options for this are numerous, especially Potential options for are especially Potential options forinthis this arenumerous, numerous, especially industry but also households. We do not need in industry but also in households. We do not need inin industry but also in households. We do industry but also households. We donot notneed need inin but also inin We not need inindustry industry butto also inhouseholds. households. Wedo do not need drinking water flush the toilet. Expansions inin drinking water to flush the toilet. Expansions drinking water to flush the toilet. Expansions in drinking water to flush the toilet. Expansions in drinking water to flush the toilet. Expansions inin drinking water to flush the toilet. Expansions treatment capacities and corresponding access treatmentcapacities capacitiesand andcorresponding correspondingaccess access treatment treatment capacities and corresponding access treatment capacities and access treatment capacities andcorresponding corresponding access to infrastructure are required to harness these to infrastructure are required to harness these to infrastructure are required to harness these to infrastructure are required to harness these to infrastructure are required to harness these to infrastructure are required to harness these technologies. However, as with agricultural irrigation, technologies. However, as with agricultural irrigation, technologies. However, as with agricultural irrigation, technologies. However, as with agricultural irrigation, technologies. However, as with agricultural irrigation, technologies. However, astowith agricultural irrigation, the key to success will be give consumers of the key to success will be to give consumers of the key to success will be to give consumers of the key to success will be to give consumers of the key to success will be to give consumers of the key to success will be to give consumers of fresh water real incentives, meaning cost savings, freshwater waterreal realincentives, incentives,meaning meaningcost costsavings, savings, fresh fresh water real incentives, meaning cost savings, fresh water real incentives, meaning cost savings, fresh water real incentives, meaning cost savings, to lead them to invest equipment to reuse water. tolead leadthem themto toinvest investinin inequipment equipment to reuse water. to to reuse water. to lead them to invest equipment to reuse water. to them inin to water. tolead lead themto toinvest investinclude, inequipment equipment toreuse reusestricter water. Such incentives could for example, Such incentives could include, for example, stricter Such incentives could include, for example, stricter Such incentives could include, for example, stricter Such incentives could include, for example, stricter Such incentives couldhow include, foris example, stricter regulations governing water consumed, and/ regulationsgoverning governinghow how water consumed, and/ regulations water isisconsumed, and/ regulations governing how water consumed, and/ regulations governing regulations governinghow howwater waterisis isconsumed, consumed,and/ and/ or how it is priced. orhow howititit itisisis ispriced. priced. or or how priced. or how priced. or how it is priced. Rest of Asia Rest of Asia Rest of Asia Rest of Asia Rest of Asia Rest of Asia Rest of Asia Rest of Asia Rest of Asia Rest of Asia Rest of Asia Rest of Asia 89 89 Sub-South Africa Sub-South Africa Sub-Saharan Africa Sub-Saharan Africa Sub-South Africa Sub-South Africa Sub-Saharan Africa Sub-South Africa Sub-South Africa Sub-South Africa Sub-South Africa Sub-South Africa 117 117 28 28 532 532 532 532 532 333 532 532 bn mmm 33 532 bn 532 bn 532 bn 532 532 bn bnmm m3 333 467 467 bn mm 33 467 467 bn mm 467 467 bn 467 467 467 bn m 467 467bn bn m3 467 40 40 54 54 178 178 North America North America North America NorthAmerica America North North America Europe Europe Europe Europe Europe Europe North America North America North America North NorthAmerica America 124 181 181 21 21 184 184 184 184 184 333 184 184 bn mmm 33 184 bn 184 bn 184 bn 184 184 bn bnmm m3 72 72 12 12 89 89 92 92 Industry Industry Industry Industry Industry Annual water demand: Water demand Annual water demand: Water demand Water demand Annual water demand:Group Water 2030 Water Resources Water demand demand 2030 Water Resources Group indemand billion Household Domestic in billion Household Water demand 3 2030 Water Resources Group in billion Household Domestic in bn m 3 Domestic inin bn cubic metre cubic metres bnmm3 cubic metre 68 68 180 180 180 180 180 333 180 180 bn mmm 33 180 bn 180 bn 180 bn 180 180 bn bnmm m3 440 333 440 bn mm 440 33 440 bn 440 440 bn 440 mm 440 440 bn m 440 440bn bn m3 440 320 320 South America South America South America South SouthAmerica America 100 100 326 326 326 326 326 333 326 326 bn mmm 33 326 bn 326 bn 326 326 bn 326bn bnmm m3 80 80 243 243 South America South America South America SouthAmerica America South South America 338 338 Europe Europe Europe Europe Europe 124 333 440 440 bn mm 33 440 440 bn 440 440 bn 440 mm 440 440 bn m 440 440bn bn m3 440 23 23 Increase 2005–2030 Increase 2005–2030 Increase 2005–2030 Agriculture Agriculture Increase 2005–2030 Agriculture Increase 2005–2030 Agriculture Agriculture Increase 2005–2030 Agriculture Industry Industry Industry Industry Industry Industry Domestic Domestic Domestic Domestic Domestic Domestic Agriculture Agriculture Agriculture Expected increase in Expected increase in annual Agriculture Agriculture Expected increase inannual annual Agriculture Increase inin annual water Increase annual water water demand 2005-2030 Increase annual water water demand 2000–2030 Increase inin annual water Increase in annual water water demand 2005-2030 Increase in annual water demand (2005–2030) Source: 2030 Water Resources demand (2005–2030) 2030 Water Resources demand (2005–2030) demand (2005–2030) Source: 2030 Water Resources demand (2005–2030) demand (2005–2030) Group, Group, 2009 Group,2009 2009 39 39 39 39 39 39 37 39 39 39 © Hahn und Zimmermann, 2014 1980 1980 1980 1980 1980 1980 1980 1980 1980 1980 1980 1980 Are green investments sustainable? Are green investments sustainable? Are green investments sustainable? Are Are green investments sustainable? Are green green investments investments sustainable? sustainable? The hunt fornutrients higher yields requires soils with the necessary for plant growth. The hunt for fornutrients higher yields yields requires soils with with the the The hunt higher requires soils necessary for plant growth. necessary nutrients for plant growth. To maintain productivity, nutrients taken out of To productivity, nutrients taken Fertilisers out of themaintain soil at harvest must be replenished. To maintain productivity, nutrients taken outasofwell the soil at harvest must be replenished. Fertilisers containing nitrogen, phosphor and potash, phosphorus and potassium, the soil at harvest must be replenished. containing nitrogen, phosphor and potash, well phosphorus and potassium, as other providing nutrients, areFertilisers aas key well asminerals other minerals providing nutrients, are containing nitrogen, phosphorus and potassium, as other providing nutrients, are a key well asminerals other minerals providing nutrients, are ofpart today’s agricultural production. While in apart key of today’s agricultural production. While as well as other minerals providing nutrients, are ofpart today’s agricultural production. While in apart key of today’s agricultural While the developed world, fertiliser useproduction. has remained in the developed world, fertiliser use has remained a key part of today’s agricultural While the developed world, fertiliser useproduction. hashas remained in the developed world, fertiliser use remained in the developed world, fertiliser use has remained Fertiliser (k/ha) Fertiliser (k/ha) Nitrogen Fertiliser (k/ha) Nitrogen Phosphor Fertiliser (k/ha) Fertiliser (k/ha) Nitrogen Phosphor (k/ha) Potash(kilogramme/hectare) Fertiliser Nitrogen Fertiliser (k/ha) Nitrogen Phosphor Fertiliser (k/ha) Potash(kilogramme/hectare) Fertiliser Nitrogen Phosphor Nitrogen Corn yield (t/ha) Phosphor Potash Nitrogen Phosphor Potash Corn yield (t/ha) Phosphor Potash Phosphor Phosphorus Potash Cornyield yield(t/ha) (t/ha) Potash Corn Potash Cornyield yield(tonnes/hectare) (t/ha) Potash Corn Corn yield (t/ha) Cornyield yield(tonne/hectare) (t/ha) (tonnes/hectare) 15 Corn (t/ha) 15 15 15 20 15 20 15 20 15 15 20 20 15 20 20 20 20 15 15 15 15 15 15 15 15 3 3 3 3 3 3 42 42 42 42 42 42 42 42 42 4.8 4.8 4.8 4.8 4.8 4.8 4.8 4.8 1.6 1.6 1.6 1.6 1.6 1.6 1.6 India China China India1.6 India China China India1.6 India China China India India China India China India Chinayield: Ferteliser usage and corn Fertecon usage and corn yield: Ferteliser Fertecon usage and corn yield: Ferteliser Fertecon 46 46 46 44 chemical and fairly stable,need suchfor is clearly notfertilisers the case or in pesticides, major need for chemical fertilisers or pesticides, and allow less use of machinery and equipment, or fairly stable, such is clearly not the case in major developing producers like Indiafertilisers and China, where need for chemical or pesticides, and fairly such is clearly not the case in major allow use machinery and equipment, perhaps not as much irrigation? Givenor developing like of India and China, where fairly stable, stable,producers suchless is require clearly not the case in major allow lessrequire use of machinery and equipment, or developing like and China, where perhaps not asagriculture much irrigation? the challenges global faces toGiven boost developing producers producers like India India and China, where perhaps require not as much irrigation? Given the challenges global agriculture faces to boost output in the decades ahead, and the fact that the challenges global agriculture faces to boost in the decades ahead, andcountries, the fact that aoutput few important food-producing such output in the decades ahead, and the fact that aasfew countries, such theimportant US, Brazil,food-producing India and China, already are aasfew food-producing countries, such theimportant US, Brazil, India China, already are increasingly using theseand new, modified crops, as the US, Brazil, India and China, already are increasingly using these new, modified crops, it appears likely that biotechnology will play a increasingly using these new, modified it appears that biotechnology will crops, play central rolelikely the agricultural production in thea 21st it appears likely that biotechnology will in play central thea 21st century.role the agricultural production central century.role the agricultural production in the 21st century. “Over the the past past years, years, “Over “Over the past strong years, we we have have seen seen strong we haveinseen strong growth fertiliser growth in fertiliser growth in fertiliser demand demand in in demand in developing regions, Fertilisersregions, developing Fertilisers developing regions, which is Fertilisers which is set set which is set ” to continue. continue. to continue.” continue. ”” to continue.” The hunt for higher yields requires soils with the The hunt fornutrients higher yields requires soils with the necessary for plant growth. The hunt fornutrients higher yields requires soils with the necessary for plant growth. necessary nutrients for plant growth. maintain productivity, application To of fertilisers still is belownutrients potential taken out of To maintain productivity, nutrients taken Fertilisers out of the soil at harvest must be replenished. application of fertilisers still is below potential and not wellTobalanced inproductivity, terms of how the various maintain nutrients taken out of the soil at harvest must be replenished. Fertilisers application of fertilisers still is below below potential containing nitrogen, and potassium, wellof balanced in terms ofphosphorus how the various application fertilisers still is potential and not well-balanced ingredients are mixed. This makes itbe harder for the soil at harvest must replenished. Fertilisers and not well balanced in terms of how the various containing nitrogen, phosphorus and potassium, as as other minerals providing are and not well-balanced in terms ofOver how the past various ingredients arewell mixed. This makes it harder for nutrients, farmers to achieve higher yields. the years, nitrogen, phosphorus and potassium, as well as other minerals providing nutrients, are ingredients are mixed. This makes it harder for acontaining key part of today’s agricultural production. farmers achieve higher yields. Over the past years, While we have to seen strong growth in fertiliser demand as wellpart as other minerals providing nutrients, are a key of today’s agricultural production. While farmers to achieve higher yields. Over the past years, in the developed world, fertiliser use has remained we have to seen strong growth in demand farmers achieve higher yields. Over the past years, in developing regions, which is fertiliser set to continue. a key part of today’s agricultural production. While in the developed world, fertiliser use has remained we have seen strong growth in fertiliser demand in developing which in is fertiliser set to continue. we have seen regions, strong growth demand in regions, the developed fertiliser use has remained in developing which world, is set to continue. 155 155 155155 155155 155155 155 50 Fertiliser (k/ha) Fertiliser (k/ha) 140 50 Nitrogen Fertiliser (k/ha) 140 50 50 Nitrogen Phosphor 70 140 140 50 Nitrogen 7050 Potash140 140 Phosphor 50 Phosphor 7050 140 140 Potash140 Corn yield (t/ha) 70 70 Potash 70 Corn yield 70 (t/ha) 70 Corn yield 70 (t/ha) 58 130 130 130 130 sustainable? sustainable? sustainable? 58 58 58 58 58 52 58 58 58 130 52 52 52 130 52 130 52 52 130 52 52 130 15 15 20 15 20 20 7 7 715 7 15 15 USA USA USA USA USA USA United States USA USA 7 7 7 3 7 3 7 3 42 42 42 1.6 1.6 1.6 India India India 7.6 7.6 7.6 7.6 7.6 7.6 7.6 7.6 7.6 4.8 4.8 4.8 China Western Europe W. Europe China Western Europe W. Europe China Western Europe W. Europe Western Europe W. Europe Ferteliser usage and corn W. Europe Fertecon FerteliserFerteliser usage andusage corn and yieldcorn Source: Ferteliser International Fertiliser Fertecon and Ferteliser usage andusage corn yieldcorn Industry Fertecon Source:Association, International Fertiliser International Fertilizer2009 Industry Association, 2009 46 46 46 Animal Animal “Over the past years, Animal past years, “Over the Animal “Over theseen past years, we have strong we we have have seen seen strong strong fairly stable, such is clearly not the case in major fairly stable,producers such is clearly not the in where major developing like India and case China, fairly stable,producers such is clearly not the in where major developing like India and case China, developing producers like India and China, where Tractor Tractor Tractor growth in in fertiliser fertiliser growth growth ininfertiliser demand demand in demand in regions, developing developing regions, developing regions, which is set which is which is set set ” to continue. to continue. to continue. ”” application of fertilisers still is below potential application fertilisers is below and not wellofbalanced in still terms of howpotential the various still is below potential application of fertilisers and not well balanced in terms of how the various ingredients are mixed. This makes it harder for and not wellare balanced in terms of how the various ingredients mixed. This makes it harder for years, farmers to achieve higher yields. Over the past ingredients arestrong mixed. Thisyields. makes it harder for years, farmers achieve higher Over the past we have to seen growth in fertiliser demand farmers to achieve higher yields. Over the past we have seen strong growth in fertiliser demand in developing regions, which is set to continue. years, we have seen regions, strong growth demand in developing which in is fertiliser set to continue. in developing regions, which is set to continue. 155 50 155 Fertilisers wrongly applied, however, pose significant 140 50 155 Fertilisers wrongly applied, however, pose significant in developing regions, which is set to continue. hazards to the environment, and to soil quality, and 140 50 58 70developing Fertilisers wrongly applied, pose significant in whichhowever, is set continue. hazards theregions, environment, and toto soil quality, and 140 Fertilisers wrongly applied, however, pose significant can also to affect water resources, damage that might 58 70 in developing regions, whichhowever, is set to continue. hazards to the environment, and to soil quality, and Fertilisers wrongly applied, pose significant can also affect water resources, damage that might 58 hazards to the environment, and to soil quality, and be 70 irreversible. Such adverse outcomes have put Fertilisers wrongly applied, however, pose significant can also affect water resources, damage that might hazards to the environment, and to soil quality, and be irreversible. Such adverse outcomes have put can alsostrain affectonwater resources, damage thatYet might 52 severe the ecosystems in the past. hazards to theonenvironment, and to the soil past. quality, and be irreversible. Such adverse outcomes have put can also affect water resources, damage that might 52 severe strain the ecosystems in Yet 130 be irreversible.damage Such adverse outcomes have put environmental associated with fertilisers can alsostrain affectondamage water resources, damage thatYet might severe the in the past. be irreversible. adverse have put 130 52 environmental associated fertilisers severe onSuch the ecosystems ecosystems inwith theare past. Yet can be strain substantially reduced ifoutcomes these applied be irreversible. Such adverse outcomes have put 130 environmental damage associated with fertilisers severe ondamage theplant ecosystems inwith theare past. Yet can be strain substantially reduced if these applied environmental associated fertilisers correctly based on needs, while the benefits severe ondamage theplant ecosystems inwith theare past. Yet can be strain substantially reduced if applied environmental associated fertilisers correctly based on needs, while the benefits substantially reduced if these these are applied can be fully exploited. The challenge in the future environmental damage associated with fertilisers correctly based on plant needs, while the benefits substantially reduced if these are can be to fully exploited. The challenge the future correctly based onthe plant needs, whilein the benefits will be mitigate potential damage toapplied the can be to substantially reduced if these are applied fully exploited. The challenge in the future correctly based on plant needs, while the benefits will be mitigate the potential damage to the can be fully exploited. The challenge in the environment that may result from fertilisers,future even as correctly based onmay plant needs, while the benefits will be to mitigate the potential damage to the can be fully exploited. The challenge in the future environment that result from fertilisers, even as will be to mitigate the potential damage to the the volumes in use are set to grow. Comprehensive 7.6may can volumes be to fully exploited. The challenge in the future environment that result from fertilisers, even as will be mitigate the potential damage to the the in use are set to grow. Comprehensive environment that may result from fertilisers, even as solutions to manage nutrients include speciality 7.6the will be to mitigate potential damage to theeven as the volumes in use are set to grow. Comprehensive environment that may result from fertilisers, 7 solutions to manage nutrients include speciality the volumes in use arespecific set to grow. fertilisers targeted needsComprehensive of plants and 7.6 to environment that result fertilisers, even 7 solutions to manage nutrients include the volumes in usemay are setadvice tofrom grow. Comprehensive fertilisers targeted to specific needs ofspeciality plants and as solutions to manage nutrients include speciality soil. Making professional available to farmers 7 the volumes in use are set to grow. Comprehensive fertilisers targeted to specific needs of plants and solutions manage include speciality soil. Making professional advice available topart farmers fertilisers targeted tonutrients specific plants and is also key.to These aspects will needs play a of major in solutions to manage nutrients include speciality soil. Making professional advice available to farmers fertilisers targeted to specific needs of plants and is also key. These willinplay afuture. majortopart in soil. Making professional advice available farmers sustainable use ofaspects fertilisers the fertilisers targeted to specific needs of plantsfarmers and is also key. will aafuture. major soil. Making professional advice available sustainable use ofaspects fertilisers the is also key. These These aspects willinplay play majortopart part in in soil. Making professional advice available farmers sustainable use fertilisers the is also key. These willin majortopart in sustainable use of ofaspects fertilisers inplay the afuture. future. is also key. These willinplay major part in sustainable use ofaspects fertilisers the afuture. sustainable use of fertilisers in the future. USA USA USA yield: yield: yield: 20 % 20 % 20%% 20 20 % 20 % 20 % 20 20%% Animal Hand Animal Hand Hand Tractor Tractor 35 % 35 % 35 % 35 % 35 % 35 % 35 % 35 35%% 30 % 30 % 30 % % 30 30 % 30 % 30 % 30 30%% 35 % 35 % 35 % 35 % 35 % 35 % 35 % 35 35%% 30 % 30 % 30 % 20 % 20 % 20 % 25 % 25 % 25%% 25 25%% 25 25 % 25 % 25% Agricultural equipment Agricultural equipment Agricultural equipment In developed countries, mechanised production has Agricultural equipment In developed countries, mechanised production has largely replaced human labour in agriculture. This Agricultural equipment In developed countries, mechanised production has largely replaced human labour in agriculture. This In developed countries, mechanised production has has facilitated large-scale farming, and has allowed W. Europe W. Europe W. Europe largely replaced human labour labour in agriculture. agriculture. This In countries, mechanised production has has facilitated large-scale farming, and has allowed largely replaced human in This fordeveloped enormous gains in productivity. While countries In developed countries, mechanised production has has facilitated large-scale farming, and has allowed largely replaced human labour in agriculture. This for enormous gains in productivity. While countries has facilitated large-scale farming, and has allowed largely replaced human labour in agriculture. This for enormous gains in productivity. While countries has facilitated large-scale farming, and has allowed has facilitated large-scale farming, and has allowed 2000 2000 2000 2000 2000 Year 55 % Year 55 % Year 55 % Year 55 % Year 55 % Year 55 % Year 55 % Year 55 % 55% Developing world – Expected change in agricultural power change mix Expected Developing world -– expected fürpower Energie, change in agricultural power change mix in Bundesamt agricultural mix Developing world Expected -–– expected Developing world expected change Gesamtenergiestatistik 2009 Bundesamt fürpower Energie, Nations, 2003 mix change inUnited agricultural power mix in Source: agricultural Gesamtenergiestatistik 2009 Bundesamt für Energie, Source: United2003 Nations, 2003 United Nations, Gesamtenergiestatistik 2009 in the developing world are still in the process of in developing world are still in the process of forthe enormous gains in productivity. While countries introducing more machinery as they increasingly in the developing world are still in the process of for enormous gains in productivity. While countries introducing more machinery as they increasingly in the developing world areof still the process industrialise, a large share theinwork in manyof of forthe enormous gains inshare productivity. While countries introducing more machinery as they increasingly in developing world are still in the process of industrialise, a large of the work in many of introducing more machinery as they increasingly these places is still done by hand labour and animal in the places developing world are still inwork theincreasingly process of industrialise, aa large share the in many of introducing more machinery as these is still done hand labour animal industrialise, large sharebyof of thethey inand many strength. More widespread use ofwork machinery toof introducing more machinery as they increasingly these places is still done by hand labour and animal industrialise, a large share of the work in many of as strength. More widespread use of machinery to these places still done by hand labourisand animal produce foodiscrops in these countries needed industrialise, acrops large share of theofwork in many of as strength. More widespread use machinery to these places is still done by hand labour and animal produce food in these countries is needed strength. More usesectors of machinery urbanisation andwidespread jobs in other attract to rural these places iscrops still done by use hand animal produce food ininthese these countries isand needed as strength. More widespread oflabour machinery to urbanisation and jobs other sectors attract ruralas produce food crops in countries is needed dwellers away from the landw. The trend towards strength. More widespread use of machinery to urbanisation and jobs in other sectors attract rural produce food crops in these countries is needed as dwellers away from theinlandw. The trend towards urbanisation and jobs other attract rural substituting mechanisation for sectors backbreaking human produce away food crops ininthese countries is towards needed dwellers from the landw. The trend urbanisation and jobs other sectors attract ruralas substituting mechanisation backbreaking human dwellers from the land. The trend towards labour is away driving demand forfor basic, small-scale urbanisation and jobs inland. other sectors attract rural substituting mechanisation for backbreaking human dwellers away from the The trend towards labour is driving demand for basic, small-scale substituting mechanisation for backbreaking human equipment. This is true especially in parts of the dwellers from the especially land. The trend towards labour is is away driving demand forfor basic, small-scale substituting mechanisation backbreaking human equipment. This is true in parts of the labour driving demand for basic, small-scale developing world where farms are still relatively substituting mechanisation for backbreaking human equipment. This is true especially in parts of the the labour is driving demand for basic, small-scale developing world farms are in still relatively equipment. Thisunsuited iswhere true especially parts of small, and thus for heavy machinery. labour and is driving demand for heavy basic, small-scale developing world where farms are in still relatively equipment. This is true especially parts of the small, thus for machinery. developing world where farms are still relatively Meanwhile in theunsuited developed world, changes equipment. This is true especially in parts of the small, and and thus thus unsuited for heavy heavy machinery. developing world where farms are still relatively Meanwhile in the developed world, changes small, unsuited for machinery. underway include “precision farming practices’. developing world where farms are still relatively Meanwhile in theunsuited developed world, changes small, and include thus for heavy machinery. underway “precision farming practices’. Meanwhile in the developed world, changes GPS-navigated machinery and measuring soil small, and thus unsuited for heavy machinery. underway include “precision farming practices’. Meanwhile in the developed world, changes GPS-navigated machinery and soil underway ‘precision farming practices’. quality via include satellite are some ofmeasuring the ways farming Meanwhile in the developed world, GPS-navigated machinery and measuring soil underway ‘precision practices’. quality via include satellite are some of the changes ways farming GPS-navigated machinery and measuring soilprecise and IT are being combined tofarming allow far more underway ‘precision farming practices’. quality via include satellite are some some of the far ways farming GPS-navigated machinery and measuring soilprecise and IT are being combined to allow more quality via satellite are of the ways farming applications of pesticides, water and fertilisers. GPS-navigated machinery and measuring soilprecise and IT are are being combined to of allow far more quality via satellite some the ways farming applications of pesticides, water andfar fertilisers. and IT being combined to allow more Besides potential toare increase profitability of precise quality via satellite some the ways farming applications of water and fertilisers. and IT are being combined to of allow far more Besides potential toare increase profitability of precise applications of pesticides, pesticides, water and fertilisers. production and reduce volatility of crop yields, such and IT are being combined to profitability allow farfertilisers. more Besides potential to increase of precise applications of pesticides, water and production and reduce volatility of crop yields, such Besides potential to increase profitability techniques can reduce the adverse effectsofon the applications of pesticides, water and fertilisers. production and reduce volatility of crop yields, such Besides potential to increase profitability of techniques can reduce the adverse effects on the production and volatility of crop yields, such environment caused by agriculture. Besides potential to increase profitability of techniques can reduce the adverse effects on the production and volatility of crop yields, such environment caused by the agriculture. techniques can reduce adverse effects on the production and reduce volatility of crop yields, such environment caused by the agriculture. techniques can reduce adverse effects on the environment caused by agriculture. techniques reduce adverse effects on the environmentcan caused by the agriculture. environment caused by agriculture. 47 47 47 45 © Hahn und Zimmermann, 2014 Fertilisers Fertilisers Fertilisers The hunt for higher yields requires soils with the investments investments investments 0 30 2 30 22030 0 2030 22030 0 30 0 30 0 2 2 30 need for chemical fertilisers or pesticides, and need for fertilisers and or pesticides, allow lesschemical use of machinery equipment,and or need for for chemical fertilisers and or pesticides, pesticides, and allow lessrequire use ofnot machinery equipment, or need chemical fertilisers and perhaps as muchor irrigation? Given allow lessrequire use of ofnot machinery and equipment, or perhaps asagriculture muchand irrigation? allow less use machinery equipment, or the challenges global faces toGiven boost perhaps requireglobal not as asagriculture much irrigation? irrigation? Given the challenges faces to boost perhaps require not much Given output in the decades ahead, and the fact that the challenges global agriculture agriculture faces to boost boost in the decades ahead, andcountries, the fact that the challenges global faces to aoutput few important food-producing such output in the decades ahead, and the fact that aas few food-producing such output in the decades andcountries, the fact are that theimportant US, Brazil, Indiaahead, and China, already few important food-producing countries, such theimportant US, Brazil, India China, already are aaasfew food-producing countries, such increasingly using theseand new, modified crops, as the the US, US, Brazil, Brazil, India and China, already are increasingly using these new, modified crops, as India and China, already are it appears likely that biotechnology will play a increasingly using these new, modified modified crops, it appears that biotechnology will crops, play increasingly using these new, central rolelikely the agricultural production in thea 21st it appears likely that biotechnology will play central rolelikely the agricultural production theaa 21st it appears that biotechnology will in play century. central role the agricultural production in the 21st century. central role the agricultural production in the 21st century. century. the 21st century. green green green Tractor ctorTractor Are Are Are sustainable? sustainable? sustainable? sustainable? Hand Hand investments investments investments investments Animal Animal Animal Animal Animal green green green green Hand Animal Animal Hand Animal Are Are Are Are 3 3 3 7 – Abwechslungsreiche Bildstrecke © Hahn und Zimmermann, 2014 Eine Frage der Vernunft brand eins Wissen/Generation CEO (2010) 81 MANAGERINNEN Weidong Xu Tanja Tamara Dreilich Carole Ackermann Helene von Roeder Pia Tischhauser Arina Freitag-Terpsma Julia Zantke Saskia Thais Bruysten Yvonne Gaissmaier Karin Dohm Alyna Wnukowsky Line Sjolte Byskov Julia Jäkel Edith Wolf Brigitte Sitzberger Antje Wessel Lena Vynogradova Ingrun Alsleben Jeanette von Ratibor Friederike von Krosigk Silke Gottschlich Dagmar Maria Kamber Borens Saori Dubourg Anette Weber Christine Seith Britta Bomhard Imelda Wander-Labbé Christina Ehrenberg Lucie Toscani Catrin Hinkel Evi Hartmann Stefanie Teichmann Constanze Hufenbecher Katrin Vernau Christine Claire Graeff Generation CEO Claudia Süßmuth-Dyckerhoff Andrea Kaminski Tatiana Turck Ines Kolmsee Andrea Stürmer Petra Helfferich Marion Welp Angelika Kelleners Katharina Kren Tina Silvester Chantal Schumacher Miriam Kraus Ljiljana Mitic Hauke Stars Inka Koljonen Ina Schlie Tanja Weiher Angelika Schöchlin Danica Siemer Heike Niehues Ilonka Nussbaumer Veronika Flora Rost Diana Maria Schramm Jutta Gabriele Langer Eun-Kyung Park Tanja Lindermeier Birgit Potrafki Nadja Lang Ulrike Lindauer Diana Schillag Daniela Mündler Birgit Rutishauser-Hernandez Mirjam Staub-Bisang Heike Munro Maren Lorth Beate Rosenthal-Meseck Kerstin Schmeiduch Sigrid Inken Seibold Christine Martel Kathrin Scheffel Nanna Rapp Marion Oswald Dorothee Ritz Martina Ludescher Michaela Peisger Preisträgerin: 2007, 2008, 2009, 2010 © Hahn und Zimmermann, 2014 Hilka Schneider 15 JAHRGäNGE, 3105 LEBENSJAHRE ø = 38.81 JAHRE *1967 *1968 *1969 *1970 *1971 *1972 *1973 *1974 *1975 *1976 *1977 *1978 Preisträgerin: *1979 2007, 2008, *1980 2009, 2010 © Hahn und Zimmermann, 2014 *1966 55 STUDIENFäCHER, 17 STUDIENLäNDER 1x 49 x Erststudium 18 x Zweitstudium 2x Drittstudium 8x 12 x 6x 12 x 5x 2x 4x 8x 2x 3x 1x 2x 1x 3x 4x 6x 8x 15 x 18 x 19 x ø = 1.96 STUDIENABSCHLüSSE Erststudium, Zweitstudium, Drittstudium © Hahn und Zimmermann, 2014 36 x 7142 MONATE IM AUSLAND CA GB 53 996 NO 3 212 BE 62 149 86 LU 3 FR 625 US ES 40 DE 1468 CZ 3 UA AT SI 56 72 IT 40 11 CH 866 197 889 62 DK NL IE RU FI 5 SE GR 3 TR 4 KR CN 29 JP 149 608 IL 9 BT 7 MX AE 11 OM 6 67 HT 1 IN 19 BD 9 TH 25 VE 6 GH 4 VN 1 MY 3 CO 1 SG EC 8 24 PG 3 BR 43 NA 3 CL AU 22 42 ZA 23 AR 19 NZ 95 LAND ø = 89.28 MONATE IM AUSLAND Anzahl Monate: 1000–1500 600–999 100–599 20–99 1–19 © Hahn und Zimmermann, 2014 36 x 12 MUTTER-, 20 FREMDSPRACHEN 1x Katalanisch Norwegisch 2x Schwedisch 36 x Spanisch Dänisch 17 x 64 x Italienisch Französisch 3x Portugiesisch 81 x Deutsch 80 x Englisch Latein 7x Holländisch 5x Luxemburgisch Japanisch Hindi Ukrainisch Finnisch Mandarin Koreanisch Russisch 6x Chinesisch Slowenisch Kroatisch ø = 4.11 SPRACHEN Serbisch Beherrschungsgrad: Muttersprache fließend verhandlungssicher (sehr) gute Kenntnisse Grundkenntnisse © Hahn und Zimmermann, 2014 Tschechisch 9x 1106 JAHRE BERUFSERFAHRUNG 4 Jahre 7 Jahre 8 Jahre 9 Jahre 10 Jahre 11 Jahre 12 Jahre 13 Jahre 14 Jahre 15 Jahre 16 Jahre 17 Jahre ø = 13.83 JAHRE BERUFSERFAHRUNG, 6.55 KARRIERESTATIONEN 20 Jahre 21 Jahre 22 Jahre Preisträgerin: 2007, 23 Jahre 2008, 2009, 2010 © Hahn und Zimmermann, 2014 18 Jahre 49 ARBEITSORTE Altendorf Burgdorf Mülheim Kopenhagen Dübendorf Hongkong Zürich Abu Dhabi Wiesbaden Düsseldorf Stockholm Ratingen Dublin Neu-Isenburg Bochum Karlsruhe Essen Schanghai Kronberg Berlin Herzogenaurach London Köln Unterneukirchen Hamburg Unterföhring Leverkusen Madrid Turin Hildesheim Barcelona Dortmund Gütersloh New York Frankfurt Vevey Hagen Neuss ø = 1.63 MANAGERINNEN PRO STADT Paris Rüsselsheim Bonn Stuttgart Bad Homburg Walldorf Holzkirchen Skillman Nürnberg Preisträgerin: 2007, 2008, 2009, 2010 © Hahn und Zimmermann, 2014 München Schaan © Hahn und Zimmermann, 2014 Altersklasse in Jahren: ø = 1.1 KINDER PRO MANAGERIN 0–1 2–3 4–6 7–10 11–14 © Hahn und Zimmermann, 2014 88 KINDER «The greatest value of a picture is when it forces us to notice what we never expected to see.» John W. Tukey, Exploratory Data Analysis, 1977