Sustainability Leadership The making, marketing & thinking behind Cradle to Cradle products
Cradle to Cradle ® Sustainable Brands 2010 June 7 th  2010 Cradle to Cradle SM  is a service mark of MBDC.
MBDC Overview <ul><li>MBDC is McDonough Braungart Design Chemistry </li></ul><ul><li>Product and process design firm found...
“Design Chemistry” <ul><li>True merger of Chemistry and Design </li></ul><ul><li>Achieving the highest standards of  desig...
 
<ul><li>What is Cradle to Cradle ®  Design? </li></ul><ul><li>What is the Cradle to Cradle ®  Certification Program? </li>...
DESIGN THE FIRST SIGNAL OF HUMAN INTENTION WHAT IS OUR INTENTION AS A SPECIES?
What is this?
Tires!
Children’s Toys – Polly Pocket
Polly Pocket GC/MS Chromatograph SOURCE: EPEA Internationale Umweltforschung GmbH
Pacific Gyre
 
 
 
 
Tragedy
DESIGN THE FIRST SIGNAL OF HUMAN INTENTION WHAT IS OUR INTENTION AS A SPECIES?
<ul><li>Traditional Product Design </li></ul>
Cradle to Grave Product Life Cycle Manufacture Use Grave Cradle
Minimizing Negative Impact Ecological & Social Damage Time 10% 100% Pollution Workplace hazards Global warming Social dete...
“ Being  less bad    is not being  good ” - William McDonough
Eco-efficiency is Insufficient OPTIMAL GOAL Company Flight Plan Projects Future Projects That Minimize Time Present Stakeh...
Charting an Optimal Course OPTIMAL GOAL ©2004, MBDC Company Flight Plan Projects Future Projects That Minimize Projects Th...
Cradle to Cradle SM  is a service mark of MBDC.
Design Assignment <ul><li>Design a product that does the following: </li></ul><ul><li>Sequesters Carbon </li></ul><ul><li>...
<ul><li>Nature focuses primarily on  effectiveness  (pursuing the most valuable end) </li></ul><ul><ul><li>Then it may be ...
Natural Cycles Biology 101
Emulating Natural Cycles Biological Nutrients Technical Nutrients
Biological Metabolism Technical Metabolism Two Metabolisms
Safe, healthy ingredients Product design for recyclability / compostability Systems for complete recycling / composting Re...
Waste equals food Cradle to Cradle Design Principles
Waste equals food Use current solar income Cradle to Cradle Design Principles
Waste equals food Use current solar income Celebrate diversity Cradle to Cradle Design Principles
Cradle to Cradle Design Principles <ul><li>“ Waste equals food” </li></ul><ul><ul><li>Material life cycles safe for human ...
Cradle to Grave Product Life Cycle Manufacture Use Grave Cradle
Future Design Paradigm Cradle Cradle Materials safe for human and ecological health Safely cycled, perpetually Manufacture...
<ul><li>Cradle to Cradle ®  Certification </li></ul>Cradle to Cradle SM  is a service mark of MBDC.
Cradle to Cradle Certification Cradle to Cradle Certified CM  is a certification mark of MBDC.
Overview <ul><li>Private Eco-Label </li></ul><ul><li>Applicable to all industry sectors </li></ul><ul><li>Applicable to ma...
Certification Stats <ul><li>Launched in October of 2005 </li></ul><ul><li>Over 100 Manufacturers Participating </li></ul><...
1.0 Materials 2.0 Material Reutilization/DfE 3.0 Energy 4.0 Water 5.0 Social Responsibility <ul><li>Cradle to Cradle </li>...
1.0 Material Health  <ul><li>Priority Criteria </li></ul><ul><li>Carcinogenicity* </li></ul><ul><li>Disruption of Endocrin...
1.0 Material Health <ul><li>Aquatic Toxicity </li></ul><ul><ul><li>Fish Toxicity </li></ul></ul><ul><ul><li>Daphnia Toxici...
2.0 Material Reutilization <ul><li>… design with the end in mind </li></ul><ul><li>Design that is truly reusable </li></ul...
3.0 Energy <ul><li>What is the energy intensity of a material’s or product’s creation?  </li></ul><ul><li>What is the qual...
4.0 Water <ul><li>Water stewardship </li></ul><ul><li>Recognize water flows </li></ul><ul><li>Water conservation initiativ...
5.0 Social Fairness <ul><li>Corporate ethics </li></ul><ul><li>Fair labor </li></ul><ul><li>Self assessment </li></ul><ul>...
Summary of Certification Levels <ul><li>BASIC </li></ul><ul><li>All materials inventoried and assessed </li></ul><ul><li>N...
Summary of Certification Levels <ul><li>SILVER </li></ul><ul><li>Does NOT mean material chemistry fully optimized </li></u...
Summary of Certification Levels <ul><li>GOLD </li></ul><ul><li>Product chemistry optimized </li></ul><ul><li>Manufacturer ...
Summary of Certification Levels <ul><li>PLATIUM </li></ul><ul><li>Material chemistry fully optimized </li></ul><ul><li>Pro...
 
 
 
 
 
 
Surfboard wax
“ Consumers will not see any change in price, service or convenience.  The switch to the high quality materials was cost n...
Biodegradable liquid body cleanser
 
Further Information and Application Forms www.c2ccertified.com
We do not inherit the earth from our ancestors, We borrow it from our children
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Sustainable Brands 2010 workshop "Sustainability Leadership : The Making, Marketing and Thinking Behind Cradle to Cradle Products"

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For those who couldn't attend our Sustainable Brands 2010 workshop, we're offering up some of the slides from our presentation, "Sustainability Leadership: The Making, Marketing and Thinking Behind Cradle to Cradle Products," to further share the insights and best practices in Cradle to Cradle product marketing.

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  • Nature isn’t efficient It’s effective and even extravagant Cherry tree Thousands of blossoms Become food for other organisms Part of interdependent system Multiple positive effects
  • There are five priority human health criteria, that show some known or suspected human and/or animal effect. Carcinogenicity, Endocrine Disruption, Mutagenicity, Repro Tox, Teratogenicity Data on additional criteria are gathered to prepare a complete chemical assessment.
  • There are five priority human health criteria, that show some known or suspected human and/or animal effect. Carcinogenicity, Endocrine Disruption, Mutagenicity, Repro Tox, Teratogenicity Data on additional criteria are gathered to prepare a complete chemical assessment.
  • Sustainable Brands 2010 workshop "Sustainability Leadership : The Making, Marketing and Thinking Behind Cradle to Cradle Products"

    1. 1. Sustainability Leadership The making, marketing & thinking behind Cradle to Cradle products
    2. 2. Cradle to Cradle ® Sustainable Brands 2010 June 7 th 2010 Cradle to Cradle SM is a service mark of MBDC.
    3. 3. MBDC Overview <ul><li>MBDC is McDonough Braungart Design Chemistry </li></ul><ul><li>Product and process design firm founded in 1995 </li></ul><ul><li>Core staff of ~15, located in Charlottesville, VA </li></ul><ul><li>Established network of partners and affiliates </li></ul><ul><li>Project teams staffed with engineers, basic scientists, toxicologists, info technology experts and business strategists </li></ul><ul><li>Dedicated to revolutionizing the design of products and services worldwide </li></ul><ul><li>Originators of the Cradle to Cradle philosophy and certification program </li></ul>
    4. 4. “Design Chemistry” <ul><li>True merger of Chemistry and Design </li></ul><ul><li>Achieving the highest standards of design </li></ul><ul><li>Beginning with a scientific understanding of the basic chemistry of materials, products and processes </li></ul><ul><li>Developing and implementing solutions to foster profitable and regenerative systems </li></ul>
    5. 6. <ul><li>What is Cradle to Cradle ® Design? </li></ul><ul><li>What is the Cradle to Cradle ® Certification Program? </li></ul>
    6. 7. DESIGN THE FIRST SIGNAL OF HUMAN INTENTION WHAT IS OUR INTENTION AS A SPECIES?
    7. 8. What is this?
    8. 9. Tires!
    9. 10. Children’s Toys – Polly Pocket
    10. 11. Polly Pocket GC/MS Chromatograph SOURCE: EPEA Internationale Umweltforschung GmbH
    11. 12. Pacific Gyre
    12. 17. Tragedy
    13. 18. DESIGN THE FIRST SIGNAL OF HUMAN INTENTION WHAT IS OUR INTENTION AS A SPECIES?
    14. 19. <ul><li>Traditional Product Design </li></ul>
    15. 20. Cradle to Grave Product Life Cycle Manufacture Use Grave Cradle
    16. 21. Minimizing Negative Impact Ecological & Social Damage Time 10% 100% Pollution Workplace hazards Global warming Social deterioration Liability exposure Eco-efficiency
    17. 22. “ Being less bad is not being good ” - William McDonough
    18. 23. Eco-efficiency is Insufficient OPTIMAL GOAL Company Flight Plan Projects Future Projects That Minimize Time Present Stakeholder Value Shareholder Value ©2004, MBDC
    19. 24. Charting an Optimal Course OPTIMAL GOAL ©2004, MBDC Company Flight Plan Projects Future Projects That Minimize Projects That Optimize Time Present Stakeholder Value Shareholder Value Leadership
    20. 25. Cradle to Cradle SM is a service mark of MBDC.
    21. 26. Design Assignment <ul><li>Design a product that does the following: </li></ul><ul><li>Sequesters Carbon </li></ul><ul><li>Makes Oxygen </li></ul><ul><li>Changes color with the seasons </li></ul><ul><li>Fixes nitrogen </li></ul><ul><li>Provides habitat </li></ul><ul><li>Self-replicates </li></ul>
    22. 27. <ul><li>Nature focuses primarily on effectiveness (pursuing the most valuable end) </li></ul><ul><ul><li>Then it may be efficient </li></ul></ul><ul><ul><li>Abundance, instead of minimization only </li></ul></ul><ul><li>Eco-effectiveness embraces nature’s design principles </li></ul>Design Modeled on Nature
    23. 28. Natural Cycles Biology 101
    24. 29. Emulating Natural Cycles Biological Nutrients Technical Nutrients
    25. 30. Biological Metabolism Technical Metabolism Two Metabolisms
    26. 31. Safe, healthy ingredients Product design for recyclability / compostability Systems for complete recycling / composting Reorient design principles Nested, Interdependent Metabolisms
    27. 32. Waste equals food Cradle to Cradle Design Principles
    28. 33. Waste equals food Use current solar income Cradle to Cradle Design Principles
    29. 34. Waste equals food Use current solar income Celebrate diversity Cradle to Cradle Design Principles
    30. 35. Cradle to Cradle Design Principles <ul><li>“ Waste equals food” </li></ul><ul><ul><li>Material life cycles safe for human health & environment </li></ul></ul><ul><ul><li>Safely cycled, perpetually: recyclable, DfD, recovery system </li></ul></ul><ul><ul><li>Materials & products continually reused </li></ul></ul><ul><li>“ Use current solar income” </li></ul><ul><ul><li>Power with renewable energy </li></ul></ul><ul><li>“ Celebrate diversity” </li></ul><ul><ul><li>Human rights, including future generations </li></ul></ul><ul><ul><li>Ecological rights </li></ul></ul><ul><ul><li>Water use & water quality </li></ul></ul><ul><ul><li>Not one-size-fits-all solutions </li></ul></ul>
    31. 36. Cradle to Grave Product Life Cycle Manufacture Use Grave Cradle
    32. 37. Future Design Paradigm Cradle Cradle Materials safe for human and ecological health Safely cycled, perpetually Manufactured with renewable energy Respectful of watershed Socially responsible
    33. 38. <ul><li>Cradle to Cradle ® Certification </li></ul>Cradle to Cradle SM is a service mark of MBDC.
    34. 39. Cradle to Cradle Certification Cradle to Cradle Certified CM is a certification mark of MBDC.
    35. 40. Overview <ul><li>Private Eco-Label </li></ul><ul><li>Applicable to all industry sectors </li></ul><ul><li>Applicable to materials, sub-assemblies and finished products </li></ul><ul><li>Part of EPA’s Environmentally Preferable Purchasing program </li></ul><ul><li>Not binary “pass/fail” – 4 levels of achievement </li></ul><ul><li>Focus is on continuous improvement </li></ul><ul><li>Annual renewal </li></ul>
    36. 41. Certification Stats <ul><li>Launched in October of 2005 </li></ul><ul><li>Over 100 Manufacturers Participating </li></ul><ul><li>~350 Certified Products </li></ul><ul><li>Grown by ~50% over the past 12 months </li></ul><ul><li>Version 3.0 revision underway </li></ul>
    37. 42. 1.0 Materials 2.0 Material Reutilization/DfE 3.0 Energy 4.0 Water 5.0 Social Responsibility <ul><li>Cradle to Cradle </li></ul><ul><li>Certified CM Product </li></ul><ul><li>Platinum </li></ul><ul><li>Gold </li></ul><ul><li>Silver </li></ul><ul><li>Basic </li></ul><ul><li>Combination of product metrics & company metrics </li></ul><ul><li>Intention: spur innovation & ongoing optimization </li></ul>Certification Criteria Cradle to Cradle Certified CM is a certification mark of MBDC. B S G P
    38. 43. 1.0 Material Health <ul><li>Priority Criteria </li></ul><ul><li>Carcinogenicity* </li></ul><ul><li>Disruption of Endocrine System* </li></ul><ul><li>Mutagenicity* </li></ul><ul><li>Reproductive Toxicity* </li></ul><ul><li>Teratogenicity* * Known or suspected in humans and/or animals </li></ul><ul><li>Additional Criteria </li></ul><ul><li>Acute Toxicity </li></ul><ul><li>Chronic Toxicity </li></ul><ul><li>Irritation of Skin/Mucous Membranes </li></ul><ul><li>Sensitization </li></ul><ul><li>Other (e.g., skin penetration potential, flammability, etc.) </li></ul>The materials used in product development are assessed based on a specific set of human and environmental health criteria HUMAN HEALTH
    39. 44. 1.0 Material Health <ul><li>Aquatic Toxicity </li></ul><ul><ul><li>Fish Toxicity </li></ul></ul><ul><ul><li>Daphnia Toxicity </li></ul></ul><ul><ul><li>Algae Toxicity </li></ul></ul><ul><li>Bioaccumulation (BCF, log Kow) </li></ul><ul><li>Climate Impact/Ozone Depletion Potential </li></ul><ul><li>Content of Halogenated Organic Compounds (AOX) </li></ul><ul><li>Persistence/Biodegradation </li></ul><ul><li>Toxic Heavy Metal Content </li></ul><ul><li>Other (e.g., Water Danger List, Toxicity to Soil Organisms, etc.) </li></ul>ENVIRONMENTAL HEALTH
    40. 45. 2.0 Material Reutilization <ul><li>… design with the end in mind </li></ul><ul><li>Design that is truly reusable </li></ul><ul><li>Biological nutrients – safely returned to the earth </li></ul><ul><li>Technical nutrients – unending reuse </li></ul><ul><li>Truly closed loops </li></ul>
    41. 46. 3.0 Energy <ul><li>What is the energy intensity of a material’s or product’s creation? </li></ul><ul><li>What is the quality of energy required for its creation? </li></ul><ul><li>What energy sources are used in its creation, distribution, use, and value recovery processes? (Renewables vs. non-renewables.) </li></ul><ul><li>What is your plan for supplying all production energy needs from renewables? </li></ul>
    42. 47. 4.0 Water <ul><li>Water stewardship </li></ul><ul><li>Recognize water flows </li></ul><ul><li>Water conservation initiatives </li></ul><ul><li>Improve the quality of water discharges </li></ul>
    43. 48. 5.0 Social Fairness <ul><li>Corporate ethics </li></ul><ul><li>Fair labor </li></ul><ul><li>Self assessment </li></ul><ul><li>Making a difference </li></ul>
    44. 49. Summary of Certification Levels <ul><li>BASIC </li></ul><ul><li>All materials inventoried and assessed </li></ul><ul><li>No “Black List” substances present </li></ul><ul><li>Must be developing strategy to phase out problematic substances </li></ul><ul><li>Defining product for BN/TN </li></ul>
    45. 50. Summary of Certification Levels <ul><li>SILVER </li></ul><ul><li>Does NOT mean material chemistry fully optimized </li></ul><ul><li>Must have strategy/timeline for optimizing problematic chemicals </li></ul><ul><li>Beginning to develop strategy for recovering/cycling product </li></ul><ul><li>Understand energy footprint and have strategy to increase % of renewables </li></ul><ul><li>Water stewardship and social fairness policies publicly available </li></ul>
    46. 51. Summary of Certification Levels <ul><li>GOLD </li></ul><ul><li>Product chemistry optimized </li></ul><ul><li>Manufacturer playing larger role in product recovery/cycling </li></ul><ul><li>Energy for final assembly/manufacture at least 50% renewable </li></ul><ul><li>Water audit done on manufacturing facility(ies) </li></ul><ul><li>Fair labor self audit </li></ul>
    47. 52. Summary of Certification Levels <ul><li>PLATIUM </li></ul><ul><li>Material chemistry fully optimized </li></ul><ul><li>Product recovered and recycled/remanufactured into product of equal or higher value </li></ul><ul><li>Total energy footprint of product at least 50% renewable </li></ul><ul><li>Innovations around water use/quality of discharge </li></ul><ul><li>Third party social accreditation – all suppliers meet Silver level social equity criteria </li></ul>
    48. 59. Surfboard wax
    49. 60. “ Consumers will not see any change in price, service or convenience. The switch to the high quality materials was cost neutral .” “ U.S. Postal Service: Delivering a Green Message” (press kit, 2007)
    50. 61. Biodegradable liquid body cleanser
    51. 63. Further Information and Application Forms www.c2ccertified.com
    52. 64. We do not inherit the earth from our ancestors, We borrow it from our children

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