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Diana den Held about C2C Business Case @ C2C Symposium University Twente March 9th 2012

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C2C Symposium at University Twente, March 9th 2012, organised by the C2C team at Uni Twente (in cooperation with R'dam and Delft)

C2C Symposium at University Twente, March 9th 2012, organised by the C2C team at Uni Twente (in cooperation with R'dam and Delft)

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  • 1. Cradle to Cradle Chair for Innovation and QualityCradle to Cradle® Business CaseDiana den Held@ Twente University9-3-2012 © 2012 Diana den Held - Gevleugelde Woorden
  • 2. C2C® Chair TeamKatja Hansen Marleen Lodder Douglas Mulhall © 2012 Diana den Held - Gevleugelde Woorden
  • 3. Diana den HeldStrategic Advisor Prof. Dr. Michael Braungart Implementation Cradle to Cradle® principlesSenior Researcher Cradle to Cradle Chair for Innovation and Quality RSM - Department of Decision and Information SciencesProject Director Thermphos project “Get P in cycles in 2020”Book "Inspired by Cradle to Cradle; C2C practice in education" © 2012 Diana den Held - Gevleugelde Woorden
  • 4. Don’t waste your energy making notes of what you’re seeing. Slides will be online at Slideshare: http://www.slideshare.net/gevleugeld © 2012 Diana den Held - Gevleugelde Woorden
  • 5. Let’s define the terminology firstDutch 0s Figure British USA + New Also called BritishDuizend 3 1,000 Thousand Thousand KiloMiljoen 6 1,000,000 Million Million MegaMiljard 9 1,000,000,000 Milliard Billion GigaBiljoen 12 1,000,000,000,000 Billion Trillion TeraI use the Dutch-British system.So when I say Billion, that’s 12 zero’s. Not 9. © 2012 Diana den Held - Gevleugelde Woorden
  • 6. C2C success tip nr. 1 Work according to C2C principlesas part of being a successful (global) enterprise. It’s not a nice to have. © 2012 Diana den Held - Gevleugelde Woorden
  • 7. © 2012 Diana den Held - Gevleugelde Woorden
  • 8. C2C success tip nr. 2Design according to C2C principles from the start. Making an existing product ‘greener’ is expensive. Doing things ‘right’ from the start is a Business Case. © 2012 Diana den Held - Gevleugelde Woorden
  • 9. Design Business Case: SteelcaseIn 2006 launched the first C2C product ever: the Think Chair.Several design awards.In 2009 sales had increased with 20% = $ 500 Million.(Publicly mentioned by Serena Borghero in 2009 in Sweden.) © 2012 Diana den Held - Gevleugelde Woorden
  • 10. C2C success tip nr. 3Know where the materials go Materials = € © 2012 Diana den Held - Gevleugelde Woorden
  • 11. Material Management Business Case: VelopaKnow exactly what they have used.Know exactly where their products are.Can plan when the materials are taken back (in 15-20 years).Defined use periods.Logistics in place. “come back” © 2012 Diana den Held - Gevleugelde Woorden
  • 12. © 2012 Diana den Held - Gevleugelde Woorden
  • 13. C2C success tip nr. 4Stay in contact with the userCollecting materials = contact moment. © 2012 Diana den Held - Gevleugelde Woorden
  • 14. For comparisonA page in black/white in f.e. Metro is about€ 30.00030 second commercial during a football match can go up to€ 90.000,-+From Random shots to Targeted audience. © 2012 Diana den Held - Gevleugelde Woorden
  • 15. C2C success tip nr. 5The power of the positive list Buying together = Larger volumes = Lower prices. © 2012 Diana den Held - Gevleugelde Woorden
  • 16. C2C® in BeNeLux © 2012 Diana den Held - Gevleugelde Woorden
  • 17. C2C success tip nr. 6Intelligent Materials PoolingAre you still paying to get rid of ‘waste’? © 2012 Diana den Held - Gevleugelde Woorden
  • 18. Through greater ‘industrial symbiosis’ ( = where waste of some firms is used as a resource for others) across EU… we could save € 1,4 Milliard a year, and generate € 1,8 Milliard in sales. © 2012 Diana den Held - Gevleugelde Woorden
  • 19. C2C success tip nr. 7 Secondary sourced materials Do you really want to get your materials all the way from a mine in Morocco or Madagascar?Or do you just walk next door to get the same type of materials, as they are re-collected from products that are made for disassembly? © 2012 Diana den Held - Gevleugelde Woorden
  • 20. © 2012 Diana den Held - Gevleugelde Woorden
  • 21. © 2012 Diana den Held - Gevleugelde Woorden
  • 22. Secondary Sourced –possible- business caseIncineration slag contains13.000 tonnes of copper per year (in Germany)Worth:€ 45 Million per year (Price rate 2009)(source: EPEA) © 2012 Diana 2011 Gevleugelde Woorden © 2009 - den Held - Gevleugelde Woorden
  • 23. Water Quality Business Case: FORD RIVER ROUGEBefore redesign:$ 48 Million spent onwater-management-systemAfter redesign:Cost reduction onwater-management-systemof $ 35 Million © 2012 Diana 2011 Gevleugelde Woorden © 2009 - den Held - Gevleugelde Woorden
  • 24. Air Quality Business Case: KLM(Source: EPEA) © 2012 Diana den Held - Gevleugelde Woorden
  • 25. Biodiversity upcoming Business CaseBiodiversity loss costs 3% annual economic growth in EU per year=€ 450 Milliard each year(Source: Gerben-Jan Gerbrandy (D66, Netherlands) Special Rapporteur on Biodiversity of the European Parliament) © 2012 Diana den Held - Gevleugelde Woorden
  • 26. European Parliament strategy for 2020 on biodiversity:Natural capital needs to In June 2011, the be integrated into the European Council of accounts. Ministers endorsed the  EU Biodiversity“No Net Loss”-principle Strategy 2020, as presented by theGovernments and European Commission. companies make up for the damage they cause to nature by funding compensation projects. © 2012 Diana den Held - Gevleugelde Woorden
  • 27. Greenhouse Gas Capturing Business Case: AlgaeUsing waste water, CO2 and waste-heat...In NL one can harvest after 24 to 48 hours.Potential of 140 thousand kilo per year per hectare = 10 to 20 x more than conventional crops. (source: Ingrepro) © 2012 Diana den Held - Gevleugelde Woorden
  • 28. “Don’t take types of materials as a starting point in your concept phase, as it hinders your thinking. What is not available now will be there in a few years, especially if you ask as a designer.” Michael Braungart, 2009 © 2012 Diana den Held - Gevleugelde Woorden
  • 29. Waste to Energy: No Business CaseThe silliest investment I’ve ever heard of.Why would anyone want to invest € 160 Millionto be able to destroy275 Million kilo resources per year…For about 120 MW? © 2012 Diana den Held - Gevleugelde Woorden
  • 30. Don’t be too shyto come up with something entirely new. It takes guts to be innovative. © 2012 Diana den Held - Gevleugelde Woorden
  • 31. ContactDiana den HeldAcademic Chair ‘Cradle to Cradle for Innovation and Quality’Rotterdam School of Management - Erasmus UniversityDecision and information SciencesBurgemeester Oudlaan 50T Building, Room 9-443062 PA Rotterdam, The NetherlandsTel: +31 10 408 2277dheld@rsm.nlheld@braungart.com © 2012 Diana den Held - Gevleugelde Woorden