Cradle to Cradle: Business Strategy for the 21st Century

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Michael Braungart's presentation from CBS Responsibility Day 2009

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Cradle to Cradle: Business Strategy for the 21st Century

  1. 1. Cradle to Cradle SM : Business Strategy for the 21 st Century Copenhagen Business School Prof. Dr. Michael Braungart Copenhagen, September 1st, 2009
  2. 2. Denmark Samsø & Anholt, C2C-Islands EU-project around water, energy and materials Danish Industry Industry Cluster investigating C2C Center for Samfundansvar Developing CSR tools for small and medium companies that includes C2C Engineering companies COWI & Rambøll promoting C2C Louisiana Museum of modern art is doing an exhibition on C2C architecture CRADLE TO CRADLE IN DENMARK
  3. 5. GUILT MANAGEMENT?
  4. 10. Something Awkward?
  5. 12. CRADLE TO GRAVE DESIGN PARADIGM
  6. 13. Throw Away…
  7. 15. EMISSIONS GREEN AND SUSTAINABLE CHEMISTRY?
  8. 16. OFF GASSING: CD-PLAYER
  9. 17. OFF GASSING: COMPUTER MOUSE
  10. 18. PVC – CRADLE TO GRAVE LIFE SPAN Dioxin Off-gas
  11. 19. THE PRODUCTION OF 1t OF COPPER CAUSES 600t OF WASTE
  12. 20. COPPER: FAR MORE RARE THAN OIL <ul><li>RESERVES LEFT </li></ul><ul><li>for about 50 years </li></ul><ul><li>28% of copper extracted by humanity until now considered definitively lost </li></ul><ul><li>RE-CYCLING/ RE-USE </li></ul><ul><li>Only 25% of copper recycled 20 years after production </li></ul><ul><li>Decreasing tendency </li></ul>
  13. 21. URBAN MINING: HIGH COPPER CONTENT IN URBAN GROUNDS
  14. 22. PRECIOUS SLAG FROM WASTE INCINERATION <ul><li>Incineration slag contains 13,000 tonnes/a of copper (average Germany) </li></ul><ul><li>It is worth of $ 45 million per year (Price rate 2009) </li></ul>
  15. 24. „ TOTAL BEAUTY“
  16. 25. Just to be correct…
  17. 26. CRADLE TO GRAVE DESIGN PARADIGM
  18. 27. ARE WE TOO MANY? “ No goal is more crucial to healing the global environment than stabilizing human population.” Al Gore
  19. 28. ARE WE TOO MANY?
  20. 29. THE BIOMASS OF ANTS IS FOUR TIMES GREATER THAN THAT OF HUMANS
  21. 30. Eco-Efficiency Rearranging the deck chairs on the Titanic
  22. 31. The world will not evolve pass its current state of crisis by using the same thinking that created the situation. - Albert Einstein
  23. 32. CRADLE TO GRAVE : TARGET IS ZERO REDUCTION, AVOIDANCE, MINIMIZATION, PREVENTION. ECO-EFFICIENCY
  24. 33. ECO-EFFECTIVENESS CRADLE TO CRADLE : THE GOAL IS QUALITY ECO-EFFICIENCY DEFINE, INCREASE, SUPPORT, OPTIMIZE
  25. 34. CRADLE TO CRADLE DESIGN PARADIGM <ul><li>WASTE EQUALS FOOD </li></ul><ul><li>USE CURRENT SOLAR INCOME </li></ul><ul><li>CELEBRATE DIVERSITY </li></ul>
  26. 35. PROGRESS OF QUALITY FROM CRADLE TO CRADLE WITH TIME ECO-EFFECTIVENESS WHERE CLIENTS AND SUPPLIERS REGARD THEMSELVES AS PARTNERS , AIMING FOR THE HIGHEST QUALIT IES
  27. 36. Biological Metabolism Technical Metabolism
  28. 37. Biological Nutrient
  29. 38. CLIMATEX® LIFECYCLE™ : BIOLOGICAL NUTRIENT FABRIC PRODUCTION FABRIC SALE AND USE DISPOSAL AND TRIMMINGS MULCH AND COMPOST RESOURCE GROWTH
  30. 39. Technical Nutrient
  31. 40. STEELCASE: TECHNICAL NUTRIENT 32 seconds
  32. 41. TRIUMPH: TECHNICAL NUTRIENT SALE AND USE PRODUCTION POLYMERIZATION FIBER PRODUCTION UP-CYCLE
  33. 42. A PROPOSAL FOR COPPER AND OTHER RARE METALS Exploration Mining Concentration Cu-production Manufacturing Use used products Dismantling Sorting MOVING BEYOND TODAY‘S RECYCLING
  34. 43. CRADLE TO CRADLE and PHILLIPS
  35. 44. HOUSES LIKE TREES CITIES LIKE FORESTS
  36. 45. BUILDINGS LIKE TREES WILLIAM MCDONOUGH: HOUSES LIKE TREES, CITIES LIKE FORESTS FORD ROUGE CENTER ADAM JOSEPH SMITH CENTER FOR ENVIRONMENTAL STUDIES OBERLIN, OH
  37. 47. AN EXAMPLE OF A CRADLE TO CRADLE SM Platform
  38. 48. BENEFICIAL ECOLOGICAL FOOTPRINT
  39. 49. International Congress and Exhibition for Innovation and Intelligent Design Join Us for the next Nutec, November 2010 FRANKFURT, GERMANY www.nutec.de // +49 69 75 –59 99 NUTEC - Gateway to Industrial Change
  40. 50. CRADLE TO CRADLE: REMAKING THE WAY WE MAKE THINGS
  41. 51. EPEA INTERNATIONALE UMWELTFORSCHUNG GMBH TROSTBRÜCKE 4 D-20457 HAMBURG GERMANY T. +49 40 43 13 49 0 F. +49 40 43 13 49 49 www.epea.com Michael Braungart [email_address]

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