Cradle to Cradle: Business Strategy for the 21st Century

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Michael Braungart's presentation from CBS Responsibility Day 2009

Michael Braungart's presentation from CBS Responsibility Day 2009

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  • 1. Cradle to Cradle SM : Business Strategy for the 21 st Century Copenhagen Business School Prof. Dr. Michael Braungart Copenhagen, September 1st, 2009
  • 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.  
  • 4.  
  • 5. GUILT MANAGEMENT?
  • 6.  
  • 7.  
  • 8.  
  • 9.  
  • 10. Something Awkward?
  • 11.  
  • 12. CRADLE TO GRAVE DESIGN PARADIGM
  • 13. Throw Away…
  • 14.  
  • 15. EMISSIONS GREEN AND SUSTAINABLE CHEMISTRY?
  • 16. OFF GASSING: CD-PLAYER
  • 17. OFF GASSING: COMPUTER MOUSE
  • 18. PVC – CRADLE TO GRAVE LIFE SPAN Dioxin Off-gas
  • 19. THE PRODUCTION OF 1t OF COPPER CAUSES 600t OF WASTE
  • 20. COPPER: FAR MORE RARE THAN OIL
    • RESERVES LEFT
    • for about 50 years
    • 28% of copper extracted by humanity until now considered definitively lost
    • RE-CYCLING/ RE-USE
    • Only 25% of copper recycled 20 years after production
    • Decreasing tendency
  • 21. URBAN MINING: HIGH COPPER CONTENT IN URBAN GROUNDS
  • 22. PRECIOUS SLAG FROM WASTE INCINERATION
    • Incineration slag contains 13,000 tonnes/a of copper (average Germany)
    • It is worth of $ 45 million per year (Price rate 2009)
  • 23.  
  • 24. „ TOTAL BEAUTY“
  • 25. Just to be correct…
  • 26. CRADLE TO GRAVE DESIGN PARADIGM
  • 27. ARE WE TOO MANY? “ No goal is more crucial to healing the global environment than stabilizing human population.” Al Gore
  • 28. ARE WE TOO MANY?
  • 29. THE BIOMASS OF ANTS IS FOUR TIMES GREATER THAN THAT OF HUMANS
  • 30. Eco-Efficiency Rearranging the deck chairs on the Titanic
  • 31. The world will not evolve pass its current state of crisis by using the same thinking that created the situation. - Albert Einstein
  • 32. CRADLE TO GRAVE : TARGET IS ZERO REDUCTION, AVOIDANCE, MINIMIZATION, PREVENTION. ECO-EFFICIENCY
  • 33. ECO-EFFECTIVENESS CRADLE TO CRADLE : THE GOAL IS QUALITY ECO-EFFICIENCY DEFINE, INCREASE, SUPPORT, OPTIMIZE
  • 34. CRADLE TO CRADLE DESIGN PARADIGM
    • WASTE EQUALS FOOD
    • USE CURRENT SOLAR INCOME
    • CELEBRATE DIVERSITY
  • 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
  • 36. Biological Metabolism Technical Metabolism
  • 37. Biological Nutrient
  • 38. CLIMATEX® LIFECYCLE™ : BIOLOGICAL NUTRIENT FABRIC PRODUCTION FABRIC SALE AND USE DISPOSAL AND TRIMMINGS MULCH AND COMPOST RESOURCE GROWTH
  • 39. Technical Nutrient
  • 40. STEELCASE: TECHNICAL NUTRIENT 32 seconds
  • 41. TRIUMPH: TECHNICAL NUTRIENT SALE AND USE PRODUCTION POLYMERIZATION FIBER PRODUCTION UP-CYCLE
  • 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
  • 43. CRADLE TO CRADLE and PHILLIPS
  • 44. HOUSES LIKE TREES CITIES LIKE FORESTS
  • 45. BUILDINGS LIKE TREES WILLIAM MCDONOUGH: HOUSES LIKE TREES, CITIES LIKE FORESTS FORD ROUGE CENTER ADAM JOSEPH SMITH CENTER FOR ENVIRONMENTAL STUDIES OBERLIN, OH
  • 46.  
  • 47. AN EXAMPLE OF A CRADLE TO CRADLE SM Platform
  • 48. BENEFICIAL ECOLOGICAL FOOTPRINT
  • 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
  • 50. CRADLE TO CRADLE: REMAKING THE WAY WE MAKE THINGS
  • 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]