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Brazilian Design For New Urban, Middle-Class World

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Countries across the global South are experiencing rapid urbanization as people move to cities for better economic opportunities — and this massive social change is creating new business opportunities. Those who recognize how fundamentally people’s lifestyles are changing will be those who will benefit from this big shift in populations.

Finding ways to live well in urban areas will be critical to determining whether this move repeats past urban failures — from the favelas of Brazil to the slums of India — or introduces a new way of living that is exciting and colorful. Design and designers will be critical to this change.

One young design company in Brazil, Sao Paulo-based furniture studio NUUN  (nuun.nu), is attempting to resolve a dilemma common across the rapidly urbanizing global South: How to create a design aesthetic that fits with the new way of living and being?

The company consists of designer and founder João Eulálio Kaarah and architects Renato Périgo and Carolina Sverner.

Périgo specializes in furniture and interior design, while Carolina Sverner worked with respected Japanese architect, Shigeru Ban (shigerubanarchitects.com), who is well known for designing buildings and houses made from paper and for creating easy-to-build homes for people after a disaster has struck (http://www.ted.com/talks/shigeru_ban_emergency_shelters_made_from_paper).

A collaboration among upcoming artists, designers and architects, NUUN tries to infuse its designs with a sense of “brazilianness”. Brazilianness is a modern aesthetic, made for modern lifestyles in the new urban landscape, that draws on aspects of Brazil’s culture and environment.

The young studio’s first collection of furniture offers simplicity. Called Eos, it tries to blend urban cosmopolitanism with raw nature. Brazil is known for its jam-packed urban cities as well as its vast expanse of Amazon rainforest. In practice, NUUN’s look is a mix of contrasts redolent of what used to be called brutalism: concrete mixed with glass, steel, wood and semi-precious gems. NUUN takes inspiration from NASA’s Earth Observation System (EOS): the collection vibes off of space satellites, antennae and the dry soil of the backwoods. NUUN says that “despite its Martian features, [the collection] is as Brazilian as it comes”. There is the modular Panorama sofa (http://nuun.nu/products/panorama) in five colors, capable of being re-shaped to fit a variety of living arrangements. A glass-topped coffee table with a concrete base and a side table with a carbon steel metallic structure to complement the sofa.

Elsewhere in the world of Brazilian design, footwear brand Grendene S.A. (http://ri.grendene.com.br/EN/Company/Profile) has become one of the world’s largest producers of footwear and made one of its founders a billionaire. And Grendene has boosted its international success by turning to another Brazilian success: supermodel Gisele Bündchen (giselebündchen.com.br).

Grendene began in 1971 and owns various successful shoe brands, including Melissa (melissa.com.br/en/), Grendha, Ilhabela, Zaxy, Cartago, Ipanema, Pega Forte, Grendene Kids and Grendene Baby.

It has six industrial zones with 13 footwear factories and can produce 240 million pairs of shoes a year. It undertakes all areas of production— from making its own moulds for the shoes to creating PVC (polyvinyl chloride) (http://en.wikipedia.org/wiki/Polyvinyl_chloride) – and handles its own distribution.

While Grendene is already a well-known shoe brand in Brazil, it wanted to expand its presence overseas to increase profits. Named after the two brothers who founded the company, Alexandre Grendene Bartelle and Pedro Grendene Bartelle, Grendene started working with supermodel Gisele Bündchen in 2002 to help her launch her own line of affordable flip-flops, iPanema (ipanemaflipflops.co.uk). The brightly colored sandals with elaborate patterns became an instant success.

But do celebrity endorsements really work? In the case of Bündchen and Grendene, the answer is yes. According to Forbes, 25 million pairs of the flip-flops and sandals are sold every year, accounting for 60 per cent of Grendene’s annual exports of about US $250 million.

Brazil was able to produce 864 million pairs of shoes in 2012, up 5.5 per cent from 2011.

Of these, 113 million pairs were exported to the United States, Argentina and France.

Brazil, like many other countries, has had to work out how it could compete with cheaper shoe imports from China. The strategy it chose was to target the growing number of middle-class people both in Brazil and elsewhere, as well as the high end of the market.

In 1979, Grendene created the Melissa brand, which has now become a coveted style leader. It collaborates with top design names such as Karl Lagerfeld and architect Zaha Hadid.

Making a partnership with Bündchen is part of the company’s strategy to reach higher-income buyers.

And it is working: Grendene increased its export revenue by 50 per cent in 2013.

Co-founder Alexandre Grendene Bartelle became a billionaire according to Forbes World’s Billionaires list and is worth US $1.4 billion. He owns 41 per cent of Grendene S.A. and close to 40 per cent of the Dell Anno brand.

This is a critical lesson for manufacturers in the global South. Grendene had achieved strong market dominance at home, and was already benefiting from growing wealth among Brazil’s middle classes. But it was the overseas market that had the potential to clinch even more profits for the company.

Bündchen’s high brand profile has enabled the company to compete head-to-head with the well-known Brazilian flip-flop brand, Havaianas (havaianas-store.com).

Another modern design leader owned by Grendene, Dell Anno (lojasdellanno.com.br), is a maker of modernist cabinets and furniture.

Dell Anno only use wood from renewable forest sources, to protect and preserve the Amazon and other native forests. Dell Anno tries to recycle as much as possible: up to 80 per cent of the water used in manufacturing is recycled, and byproducts from the production process such as a sawdust, wood, plastic and cardboard are also reused.

Dell Anno makes a full range of furniture for kitchens, bedrooms, closets, home theatres, home offices, service areas, restrooms and commercial environments. Dell Anno uses research and development to study trends and advise customers on the best options. The brand offers its staff training to help standardize customer service, and also has an excellent blog covering developments in modern design around the world (http://www.lojasdellanno.com.br/blog/).

By David South, Development Challenges, South-South Solutions

Published: May 2014

Development Challenges, South-South Solutions was launched as an e-newsletter in 2006 by UNDP’s South-South Cooperation Unit (now the United Nations Office for South-South Cooperation) based in New York, USA. It led on profiling the rise of the global South as an economic powerhouse and was one of the first regular publications to champion the global South’s innovators, entrepreneurs, and pioneers. It tracked the key trends that are now so profoundly reshaping how development is seen and done. This includes the rapid take-up of mobile phones and information technology in the global South (as profiled in the first issue of magazine Southern Innovator), the move to becoming a majority urban world, a growing global innovator culture, and the plethora of solutions being developed in the global South to tackle its problems and improve living conditions and boost human development. The success of the e-newsletter led to the launch of the magazine Southern Innovator.  

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African Entrepreneur Wants to Bring Order to Urban Chaos

By David South, Development Challenges, South-South Solutions

SOUTH-SOUTH CASE STUDY

All over the global South, urban and semi-urban areas are growing at a furious pace. Great swathes of mega-regions – places where large cities blend seamlessly into smaller towns and villages creating a giant economic hub – are becoming key economic and opportunity drivers in developing countries. One of the downsides of this rapid growth and economic vitality is the chaos and confusion brought by frenetic change. Into this busy landscape steps the fast-moving new world of everywhere computing, where computers exchange information with almost everything in the environment. A Ghanaian information technology pioneer and entrepreneur is changing perceptions about Africa by using the new technology of Semacodes – and proving a semblance of order can arise from the chaos and bustle of the street.

Semacode – a smart 2D barcode – was developed by Canadian Simon Woodside and is a tool to make everywhere computing a possibility. It works by embedding a web address into a 2D barcode called a tag which can be affixed to buildings, street lamps, and other landmarks. If one would like to know more information regarding the area they are in, all they need to do is find the nearest Semacode and use their internet-enabled camera phone to scan and read the code. A camera phone containing the Semacode’s Software Development Kit (SDK) detects and decodes the tag and sends the user the web address using the phone’s built-in browser. The user quickly learns what businesses and services are in the area and what the current street name is.

With code developed in Ghana called Semafox, one can create Semacodes for objects and contexts using a web browser – (http://sohne.net/semafox/). It is now being adapted by Ghanaian entrepreneur Guido Sohne to solve the common African problem of chaotic cityscapes brought about by rapid change, high turnover of businesses and changing street names. This handy tool has the power to revolutionise how people communicate and do business in the South, and a rival technology using a similar concept – QR code – is already widespread in Japan. Semacode also has its own user-contributed community website, Semapedia, to produce semacodes for any object or building.

*~~~~~~~~~~~~~~~~~~~~~*

Sohne is a computer code developer working for CoreNett – a Ghanaian electronic transaction processing company – and has been working on developing the code underlying the semacodes, and also piloting its application on the streets of Accra, the capital. Sohne (a former Kofi Annan ICT Centre for Excellence developer-in-residence), is an excellent example of how an IT innovator in the South is linking up early in a new technology’s development to help develop and evolve it.“It is rare to find African-created technology being used today in Western cyberspace,” concludes Sohne. It “is indeed a step forward for African technology as well as an indication of the benefits of collaborative development based on liberal software licensing such as open source software.”

Published: June 2007

Resources

  • You can download the Semacode reader software, here. This includes software for mobile phones and computer servers.
  • The latest stories and updates on Semacode can be found here.
  • A thorough explanation of rival technology QR Codes and their impact in Japan and how they work, can be found here. At present, QR Codes are used in a variety of ways, from linking to content and advertising in magazines and newspapers, to food product labels, public transportation signage, and as a way to communicate between people on the street.
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Big Data Can Transform the Global South’s Growing Cities

By David South, Development Challenges, South-South Solutions

New UNOSSC banner Dev Cha 2013

SOUTH-SOUTH CASE STUDY 

The coming years will see a major new force dominating development: Big Data. The term refers to the vast quantities of digital data being generated as a result of the proliferation of mobile phones, the Internet and social media across the global South – a so-called ‘data deluge’ (UN Global Pulse). It is an historically unprecedented surge in data, much of it coming from some of the poorest places on the planet and being gathered in real time.

Big Data will have a profound impact on how the cities of the future develop, and will re-shape the way the challenges and problems of human development are handled.

Estimates by Cisco (cisco.com) foresee 10 billion mobile Internet-enabled devices around the world by 2016. With the world population topping 7.3 billion by then, that will work out to 1.4 devices per person.

Some estimates say 90 per cent of the digital data ever generated in the world has been produced in the past two years. It is also estimated that available digital data will increase by 40 per cent every year (UN Global Pulse). This digital transformation is being accompanied by another trend: the largest migration in human history from rural to semi-urban and urban areas.

This presents an unprecedented opportunity to make this rapid urbanization and social change smarter and more responsive to human needs, and to avoid the failures of the past, from over-crowding to crime, disease, pollution, unemployment and poverty. Some believe data collection can radically alter development by flagging up problems quickly, giving cities the chance to respond and correct negative trends before they get out of control. In short, to build in resilience by way of digital technology.

The latest region to see rapid industrialization and urbanization has been Asia – in particular China, a country that since the 1980s has simultaneously lifted the largest number of people in world history out of poverty and undertaken the biggest migration ever from rural to urban areas.

And now Africa is beginning to follow in Asia’s wake.

Unlike previous waves of industrialization and urbanization, Africa’s transformation is occurring in the age of the mobile phone, the Internet, personal computers and miniature electronic devices capable of more computing power than the computers used during the Apollo space programme (http://www.nasa.gov/audience/foreducators/diypodcast/rocket-evolution-index-diy.html). This changes the game significantly.

This 21st-century approach to urban growth is at its most sophisticated, and utopian, in so-called “smart cities.” These are built-from-scratch cities that use the “Internet of Things”, where everything, from lamp posts to garbage bins to roads are embedded with microchips and radio frequency transmitters (RFID chips) (http://en.wikipedia.org/wiki/Radio-frequency_identification) to communicate data in real time. By analyzing this data, cities can be responsive to human needs and mitigate problems – improving waste collection and traffic management, reducing crime and pollution. Services can be customized to residents’ needs and liberate them to spend more time on things that matter such as their own health, family, work and hobbies. Examples of these cities include Tianjin Eco-city (tianjinecocity.gov.sg) in China, Masdar (masdar.ae) in Abu Dhabi in the United Arab Emirates and Songdo International Business District (songdo.com) in the Republic of Korea.

These experimental smart cities are springing up in the East, and it will be the East – as well as Africa – that will see most of the action going forward. As the global management consulting firm McKinsey noted in its report Urban World: Mapping the Economic Power of Cities: “Over the next 15 years, the center of gravity of the urban world will move south and, even more decisively, east.”

Cities in the global South will be generating the new prosperity of the 21st century. And it is widely accepted that people living in cities have the potential to become very efficient economically while rapidly driving prosperity higher.

The McKinsey report says that “by 2025, developing-region cities of the City 600 (a list gathered by McKinsey) will be home to an estimated 235 million middle-class households earning more than (US) $20,000 a year at purchasing power parity (PPP).

“Emerging-market mega-and middleweight cities together – 423 of them are included in the City 600 – are likely to contribute more than 45 percent of global growth from 2007 to 2025 (http://www.mckinsey.com/insights/urbanization/urban_world).”

The world’s future prosperity is going to be found in the urban, the digitally connected, and the middle class.

Tracking all this digital change is the UN Global Pulse. UN Global Pulse (unglobalpulse.org) was started by Secretary-General Ban Ki-moon in 2009 with a mandate to study these changes and build expertise in applying Big Data to global development. UN Global Pulse functions as a network of innovation labs where research on Big Data for development is conceived and coordinated. It partners with experts from UN agencies, governments, academia, and the private sector to research, develop, and mainstream approaches for applying real-time digital data to 21st-century development challenges.

Unlike major technological trends of the past, this one is not restricted to the industrialized, developed world. Through the spread of mobile phone technology, billions of people are now using a device that constantly collects digital data, even in the poorest places on earth.

From an international development perspective, Big Data has five characteristics, according to UN Global Pulse: it is digitally generated, passively produced by people interacting with digital services, automatically collected, can be geographically or temporally traced and can be continuously analyzed in real time.

Sources of Big Data include chatter from social networks, web server logs, traffic flow sensors, satellite imagery, telemetry from vehicles and financial market data.

The key to using Big Data is combining datasets and then contrasting them in lots of different ways and doing it very quickly. The purpose?  Better decision-making, based on an understanding of what is really happening on the ground.

This data exceeds the capability of existing database software. It is either too much, or comes in too quickly, or can’t be handled using current software technology. Tackling this problem is creating a whole new wave of opportunities for those working in information technology.

As technology and processing power continue to improve, the cost of wrestling with this data and putting it to use is coming down.

The data can be analyzed for patterns and hidden information that before would have been too difficult to gather. This approach has been used by big companies such as WalMart (walmart.com), but it has cost them a large amount of money and time.

Pioneers in Big Data include search engine Google, email and search provider Yahoo, online shopping service Amazon and social media service Facebook. Many supermarkets use Big Data to analyze the way customers behave when they are shopping, combining it with their social and geographical data.

But new developments in hardware, cloud architecture, and open-source software mean Big Data processing is more accessible, including for small start-ups, who can just rent the capacity required on a cloud-based service (http://en.wikipedia.org/wiki/Cloud_computing).

In the past, governments and planners had a ready excuse as to why they could not keep on top of ballooning urban populations and the chaos they brought. They could just throw up their hands and say “We do not know who these people are or what to do about them!”

This excuse does not work in the age of the mobile phone. It is now relatively easy to deploy the power of the networked computing inside mobile phones to map urban slums and identify the needs of the people there. Parse that data, and you have an accurate account of what is happening in the slum – all in real-time.

Making sense of all this information is creating its own new industries as innovators, entrepreneurs and companies step forward to chart this brave new world.

Historically, significant improvements in human development have occurred only after large-scale gathering of data and information on the actual living conditions of the population. For example, prototypes of today’s infographics (http://en.wikipedia.org/wiki/Infographic) – informative visual representations of complex data – were created during the great attempts at tackling poverty and disease in Europe in the 19th century. Today’s masters of this technique include the Swedish doctor, academic and statistician Hans Rosling (gapminder.org), whose dynamic infographics are renowned for changing people’s perceptions of global problems.

UN Global Pulse notes “much of the data used to track progress toward the Millennium Development Goals (MDGs) dates back to 2008 or earlier and doesn’t take into account the more recent economic crisis.

“While this may feed a perception that there is a scarcity of information about the wellbeing of populations, the opposite is in fact true. Thanks to the digital revolution, there is an ocean of data, being continuously generated in both developed and developing nations, that did not exist even a few years ago.”

UN Global Pulse believes Big Data can be used to protect social development gains when crises strike. Rather than undoing decades of good development work and human development achievements, Big Data can help to create agile responses to crisis as it happens.

UN Global Pulse believes the same data, tools and analytics used by business can be turned to help the public sector understand “where people are losing the fight against hunger, poverty and disease, and to plan or evaluate a response.”

Resources

1) Big Data: The Next Frontier for Innovation, Competition, and Productivity, Publisher: McKinsey Global Institute. Website: mckinsey.com

2) United Nations Global Pulse: Global Pulse is an innovation initiative launched by the Executive Office of the United Nations Secretary-General, in response to the need for more timely information to track and monitor the impacts of global and local socio-economic crises. The Global Pulse initiative is exploring how new, digital data sources and real-time analytics technologies can help policymakers understand human well-being and emerging vulnerabilities in real-time, in order to better protect populations from shocks. Website: http://www.unglobalpulse.org/

3) Business Models for the Data Economy by Q. Ethan McCallum and Ken Gleason. Website: http://www.oreilly.com/data/free/business-models-for-the-data-economy.csp?intcmp=il-strata-free-product-lgen_biz_models_for_data_economy_strata_right_rail

4) Building Data Science Teams by D. J. Patil, Publisher: Radar. Website: http://www.oreilly.com/data/free/building-data-science-teams.csp

5) Big Data for Development Primer, Publisher: UN Global Pulse. Website: http://www.slideshare.net/unglobalpulse/big-data-for-development-a-primer

6) Mobile Phone Network Data for Development, Publisher: UN Global Pulse. Website: http://www.slideshare.net/unglobalpulse/mobile-data-for-development-primer-october-2013

7) Big Data, Big Impact: New Possibilities for International Development, Publisher: World Economic Forum. Website: http://www.weforum.org/reports/big-data-big-impact-new-possibilities-international-development

8) How numbers rule the world by Lorenzo Fioramonti, Publisher: Zed Books. Website: http://www.zedbooks.co.uk/node/16850

9) Southern Innovator Issue 1: Mobile Phones and Information Technology: Considered a landmark work capturing this fast-changing field, Issue 1 comes packed with stories and contacts. Website: http://books.google.co.uk/books?id=Q1O54YSE2BgC&dq=southern+innovator+issue+1&source=gbs_navlinks_s

10) Urban world: Mapping the economic power of cities published by McKinsey Global Institute. Website: http://www.mckinsey.com/insights/urbanization/urban_world

11) Hadoop: Is open source software for handling of large data sets across clusters of computers using simple programming models. Website: http://hadoop.apache.org/

12) Pivotal: Pivotal develops software applications for big data. A testimonial on the Pivotal website sums it up: “With the ability to load a day’s worth of data for a million meters in under fifty (50) seconds, we are able to keep up with the tremendous amount of data generated and start experimenting with many useful smart grid analytics.” Website: gopivotal.com

13) TotallyDot: A way to centralize all the social media people use into a single page. Website: totallydot.com


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ORCID iD: https://orcid.org/0000-0001-5311-1052.

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Model Indian Villages to Keep Rural Relevant

By David South, Development Challenges, South-South Solutions (Havana, Cuba), November 2008

SOUTH-SOUTH CASE STUDY 

The world’s rush to urban centres is the great challenge of the 21st century. In 2007, the world became a majority urban place. The consequences of this shift can be seen in the blight of urban poverty, with its slums and squalor, environmental degradation, and rising social tensions. But there are people working on keeping rural areas relevant and pleasant places to live. These rural advocates see a vibrant countryside as part of the solution to the world’s plethora of crises.

In India, a pioneering initiative is reviving impoverished rural villages. Drawing on self-organizing methods used in India since 1200 BC, the Model Village India (www.modelvillageindia.org.in) is based around India’s democratic system of Panchayats: a village assembly of people stemming back to pre-colonial times.

“Decentralizing is necessary if development is to reach the grassroots,” said the concept’s founder, Rangeswamy Elango, a head of the village of Kuthampakkam, 20 kilometres (12 miles) from the bustling city of Chennai, and one of the 12,600 Panchayats in the Indian state of Tamil Nadu.

While all villages have the ability to use the Panchayat system to improve their lives, few are making the most of this system. The model villages are about showing other villages the true power they have at their disposal. And that with a plan and determination, they can increase their income and improve their quality of life, attracting more money from government and other sources to do so.

The concept has now expanded to 30 model villages. At its core it is about being positive, eschewing griping about problems and instead getting down to work to solve them.

“We demonstrate the basic infrastructure, sustainable housing, food security,” said Elango. “If the government is not bothering, maybe through the local people’s efforts, we can try to demonstrate a variety of development models.”

As India’s economy has boomed, its small towns and villages have withered. Home to the majority of the country’s population, they are in crisis, with declining populations and high suicide rates. India’s urban slums are where people are going – they are growing 250 percent faster than the country’s population. India is a country in danger of neither having a viable rural economy, nor viable cities, but just vast tracts of slums.

Originally left out of the first draft of India’s constitution, Panchayats became legitimized in 1992. They are now elected in every one of the 260,000 villages in India. If they use them, the local Panchayats have extensive powers to transform the destiny of a village, with control of budgets, and decision-making power on how services are to be delivered. This ranges from the provision of clean water, to burying the dead and building roads. The trick is in getting people to realize the power they wield over their destiny and how it can transform their economic situation.

“The village-level local governments are constitutionally important bodies,” said Elango, “but the way it is implemented is not good. The system is unable to deliver the goods to the people.”

The model village approach has revived once-declining villages plagued with high unemployment, chronic alcohol abuse, and domestic violence. The residents are involved in the building of new and healthier homes, providing clean drinking water, waste facilities, education services – including an academy dedicated to teaching the skills and lessons leaned by the villagers to other villages – and even trying to break down the barriers between people because of India’s caste social hierarchy.

“Instead of having a big college, this is a practical people’s model,” Elango said. “It is not done by an academic but by a layman. The learning is spontaneous and emotional.”

Elango is driven by making his village a model that works, and in turn, becoming a magnet for others wishing to improve their lives and their villages.

Elango’s village was not able to support itself with its two crop harvests a year and the villagers resorted to illegal alcohol production instead to make a living. Despite being well connected by highway with nearby Chennai, the village was socially and economically dying.

Like a spreading ink spot, the concept is to create a network of like-minded villages that act as self-reinforcing positive role models, spreading the prosperity and stability outwards. The “Network Growth Economy Model” is a direct challenge to the “special economic zones that benefit only capitalist owners,” said Elango.

Ambitious, Elango is hoping to draw in 2,000 villages over the next 10 years, until a tipping point is reached, and the model explodes across India.

A native of the village, Elango became saddened by the community’s decline, including widespread domestic violence against women. The booming city of Chennai’s prosperity had not rippled out to the village, and it was still lacking good infrastructure and sanitation. A trained chemical engineer, he was elected the President of the Kuthambakkam Panchayat in 1996, and set about using his engineer’s perspective to draft the village’s five-year plan from 1996 to 2001.

But the budget was tight. And he had to turn to innovative solutions: recycling building materials, conserving water and reducing electricity consumption. But the resourcefulness paid off, and the state of Tamil Nadu provided the money to upgrade roads, drains, build a community centre, child care facilities, 200 low cost toilets, and work sheds for the village’s industries. By the end of 2001, most basic needs were being met. He then turned to providing good quality housing for the villagers still living in thatch huts.

He has used the “Network Growth Economy Model” to tackle the unemployment and low incomes. It works like this: rather than buying food and other products from outside the village, the villages band together to establish industries to provide those products to each other. This creates jobs and increases income by keeping the wealth within the network of villages, rather than it benefiting far-away companies. The new businesses include Thoor dhal processing, dairies, soap making, bakeries, ground nut oil production, and leather making.

“India was strong when this model was in place – we had strong villages,” said Elango. “Globalization’s trickle down is not working for India.”

Resources

  • Unleashing India’s Innovation: Toward Sustainable and Inclusive Growth, a report by the World Bank. Website: http://web.worldbank.org/WBSITE/EXTERNAL/COUNTRIES/SOUTHASIAEXT/0,,contentMDK:21490203~pagePK:146736~piPK:146830~theSitePK:223547,00.html
  • NextBillion.net: Hosted by the World Resources Institute, it identifies sustainable business models that address the needs of the world’s poorest citizens. Website:http://www.wri.org
  • CIDEM and Ecosur specialise in building low-cost community housing using eco-materials. They have projects around the world and are based in Cuba. Website: http://www.ecosur.org

Sponsored by BSHF. BSHF is now called World Habitat and it aims to seek out and share the best solutions to housing problems from around the world.

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