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Diana den Held @ Dutch Network Brussels 24 september 2013

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Diana den Held at Dutch Network Brussels.

Diana den Held at Dutch Network Brussels.


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  • 1. How to make a strong business case by doing the right thing Diana den Held @ Dutch Network Brussels 24th of September 2013 Cradle to Cradle Chair for Innovation and Quality
  • 2. © 2013 Diana den Held - Gevleugelde Woorden Diana den Held Strategist - Gevleugelde Woorden Advisor for prof. dr. Michael Braungart since 2008 Implementation Cradle to Cradle® Senior Researcher Cradle to Cradle Chair for Innovation and Quality RSM - Department of Decision and Information Sciences Book "Inspired by Cradle to Cradle; C2C practice in education"
  • 3. © 2013 Diana den Held - Gevleugelde Woorden Prof. dr. Michael Braungart Picture by: Mariëlle Verhoef.
  • 4. © 2013 Diana den Held - Gevleugelde Woorden Vacuum cleaner Source: EPEA.
  • 5. © 2013 Diana den Held - Gevleugelde Woorden Wall paper Source: EPEA/HUI.
  • 6. © 2013 Diana den Held - Gevleugelde Woorden Human Health (X) Picture by: unknown. ARMANI Chromium, Lead, Nickel and Cadmium Source: EPEA/HUI
  • 7. © 2013 Diana den Held - Gevleugelde Woorden Human Health (X) Picture by: unknown.
  • 8. © 2013 Diana den Held - Gevleugelde Woorden Human Health (X) Source: EPEA/HUI
  • 9. © 2013 Diana den Held - Gevleugelde Woorden What’s in it? • Toxic and carcinogenic. • For example Mattel (Barbie, Fisher Price): on average about 30 ‘wrong' ingredients. • Like pigments, coatings, diluted plastic, etc. Source: EPEA/HUI.
  • 10. © 2013 Diana den Held - Gevleugelde Woorden Indoor Air Quality 3 tot 8x worse than outside. Because of • Furniture • Fabrics • Etc. == Over 40% of all children have allergies. It used to be just 2-3%. One in three people suffers from allergies in the Western Hemisphere. Source: Michael Braungart.
  • 11. © 2013 Diana den Held - Gevleugelde Woorden Source: http://www.gonaturalbaby.com/blog/indoor-air-pollution/326/ Is it smart to seal a building to save energy? Source: Michael Braungart. Source: Michael Braungart.
  • 12. © 2013 Diana den Held - Gevleugelde Woorden So what is that, ‘throw away’? Picture by: unknown.
  • 13. © 2013 Diana den Held - Gevleugelde Woorden Environmental Health (X) Pictures: via Michael Braungart and others.
  • 14. © 2013 Diana den Held - Gevleugelde Woorden
  • 15. © 2013 Diana den Held - Gevleugelde Woorden In short Many products or processes are not optimised yet. It’s not a good idea to just 'recycle‘ all that. (If you do so, you get what I like to call the Crap in – Crap out principle.)
  • 16. © 2013 Diana den Held - Gevleugelde Woorden Economy – Equity – Ecology  Triple Top Line -20 0 20 40 60 80 100 "current" C2C Economy Equity Ecology
  • 17. © 2013 Diana den Held - Gevleugelde Woorden Cradle to Cradle basic DESIGN principles 1. Waste equals Food (Nutrients are Nutrients) 2. Renewably sourced energy 3. Actively support diversity
  • 18. © 2013 Diana den Held - Gevleugelde Woorden C2C success tip nr. 1 Design according to C2C principles from the start. Making an existing product ‘greener’ is expensive. Doing things ‘right’ from the start is a Business Case.
  • 19. © 2013 Diana den Held - Gevleugelde Woorden Design Business Case: Steelcase In 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.)
  • 20. © 2013 Diana den Held - Gevleugelde Woorden Principle 1: Waste equals Food Picture: Cow on waste heap, Dhaka, Brunopress. Picture: Designboom, Joeke Beenhakker + Breg Hanssen.
  • 21. © 2013 Diana den Held - Gevleugelde Woorden Biological Metabolism Technical Metabolism Important to distinct: Bio- en Technosphere Source: EPEA/HUI.
  • 22. © 2013 Diana den Held - Gevleugelde Woorden Bio sphere It’s much more than your ‘green’ container! For example: • Dish washing (also takes the grease of a fish skin). • Tire brakes (asbestos is replaced by substances that are álso unhealthy). • Shoe soles (chromium). • Fabrics that get washed in your washing mashine. • Cosmetics. ... It is everything that ends up in the environment.
  • 23. © 2013 Diana den Held - Gevleugelde Woorden Puma’s InCycle Source: Puma
  • 24. © 2013 Diana den Held - Gevleugelde Woorden Bio ánd Techno Picture by: Diana (Aveda, C2C gold certificate).
  • 25. © 2013 Diana den Held - Gevleugelde Woorden
  • 26. © 2013 Diana den Held - Gevleugelde Woorden Techno: Herman Miller
  • 27. © 2013 Diana den Held - Gevleugelde Woorden Priority Criteria • Carcinogenicity • Disruption of Endocrine System • Mutagenicity • Reproductive Toxicity • Teratogenicity Additional Criteria • Acute Toxicity • Chronic Toxicity • Irritation of Skin/Mucous Membranes • Sensitization • Other (e.g., skin penetration potential, flammability, etc.) * Known or suspected in humans and/or animals Waste Equals Food Tool: ABC-X - Human Health Criteria Source: EPEA.
  • 28. © 2013 Diana den Held - Gevleugelde Woorden • Aquatic toxicity • Fish toxicity • Daphnia toxicity • Algae toxicity • Bioaccumulation (BCF, log Kow) • Climatic Relevance/Ozone Depletion Potential • Content of Halogenated Organic Compounds • Persistence/Biodegradation • Toxic Heavy Metal Content • Other (e.g., Water Danger Score, Toxicity to Soil Organisms, etc.) Tool: ABC-X - Environmental Health Criteria Source: EPEA.
  • 29. © 2013 Diana den Held - Gevleugelde Woorden Tool: ABC-X Source: EPEA OPTIMAL OPTIMIZING TOLERABLE NOT ACCEPTABLE NOT CHARACTERIZED
  • 30. © 2013 Diana den Held - Gevleugelde Woorden
  • 31. © 2013 Diana den Held - Gevleugelde Woorden
  • 32. © 2013 Diana den Held - Gevleugelde Woorden
  • 33. © 2013 Diana den Held - Gevleugelde Woorden C2C success tip nr. 2 “Design for Disassembly” + know where the materials go Materials = €
  • 34. © 2013 Diana den Held - Gevleugelde Woorden Ahrend: implementing “Design for Disassembly” Source: EPEA.
  • 35. © 2013 Diana den Held - Gevleugelde Woorden Material Management Business Case: Velopa Know 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”
  • 36. © 2013 Diana den Held - Gevleugelde Woorden
  • 37. © 2013 Diana den Held - Gevleugelde Woorden Auping + Van Gansewinkel: “Take Back System” Source: EPEA.
  • 38. © 2013 Diana den Held - Gevleugelde Woorden C2C innovation: Nitto Denko: Revalpha Source: Nitto.com Source: EPEA.
  • 39. © 2013 Diana den Held - Gevleugelde Woorden C2C success tip nr. 3 “Intelligent Materials Pooling” Are you still paying to get rid of ‘waste’?
  • 40. © 2013 Diana den Held - Gevleugelde Woorden 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.
  • 41. © 2013 Diana den Held - Gevleugelde Woorden Principle 2 1. Waste equals Food Of liever: Nutrients are Nutrients 2. Renewably sourced energy 3. Actively support diversity
  • 42. © 2013 Diana den Held - Gevleugelde Woorden Waste to Energy has NO future Picture: incinerator Alkmaar (borelius).
  • 43. © 2013 Diana den Held - Gevleugelde Woorden C2C success tip nr. 4 “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?
  • 44. © 2013 Diana den Held - Gevleugelde Woorden
  • 45. © 2013 Diana den Held - Gevleugelde Woorden Keep P in cycles
  • 46. © 2013 Diana den Held - Gevleugelde Woorden Former State Secretary Mr. Joop Atsma (for Infrastructure and the Environment): ‘Ik ben er trots op dat Nederland als eerste land ter wereld de fosfaatkringloop gaat sluiten.’ “I am proud to be able to say that the Netherlands are the first country in the world to close phosphate cycles” 4th of Oktober 2011
  • 47. © 2013 Diana den Held - Gevleugelde Woorden Principle 3 1. Waste equals Food Or rather: Nutrients are Nutrients 2. Renewably sourced energy 3. Actively support diversity
  • 48. © 2013 Diana den Held - Gevleugelde Woorden Passive buildings Amstel. Picture by: Diana.
  • 49. © 2013 Diana den Held - Gevleugelde Woorden Active buildings Water/Air cleaner out than in. Space to live (incl. us: healthy space). Food (feed the soil) Stimulate biodiversity. More energy than needed. Reusable materials.
  • 50. © 2013 Diana den Held - Gevleugelde Woorden AkzoNobel: Paint that cleans the air
  • 51. © 2013 Diana den Held - Gevleugelde Woorden Desso: Carpet that cleans the air Source: EPEA.
  • 52. © 2013 Diana den Held - Gevleugelde Woorden Water Quality Business Case: FORD RIVER ROUGE Before redesign: $ 48 Million spent on water-management-system After redesign: Cost reduction on water-management-system of $ 35 Million Concept: Michael Braungart © 2009 - 2011 Gevleugelde Woorden
  • 53. © 2013 Diana den Held - Gevleugelde Woorden Park 20|20 in Hoofddorp Park 20|20 is being jointly developed by Delta Development Groep, VolkerWessels, Reggeborgh Groep
  • 54. © 2013 Diana den Held - Gevleugelde Woorden
  • 55. © 2013 Diana den Held - Gevleugelde Woorden
  • 56. © 2013 Diana den Held - Gevleugelde Woorden Biodiversity upcoming Business Case Biodiversity 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
  • 57. © 2013 Diana den Held - Gevleugelde Woorden European Parliament strategy for 2020 on biodiversity: Natural capital needs to be integrated into the accounts.  “No Net Loss”-principle Governments and companies make up for the damage they cause to nature by funding compensation projects. In June 2011, the European Council of Ministers endorsed the EU Biodiversity Strategy 2020, as presented by the European Commission.
  • 58. © 2013 Diana den Held - Gevleugelde Woorden Do it all perfect tomorrow? Impossible. © 2009 - 2010 Gevleugelde Woorden
  • 59. © 2013 Diana den Held - Gevleugelde Woorden Start with step 1: state your ambitions Source: EPEA.
  • 60. © 2013 Diana den Held - Gevleugelde Woorden Becoming a C2C company in 4 steps 1) State ambitions, including a time frame (like: 2020) – based on the Triple Top Line ↓ 2) Define and publish Context Specific C2C Principles – incorporating the 3 basic C2C Design principles ↓ 3) Define measurable goals ↓ 4) Develop and publish roadmap and sub-roadmaps ↓ Now you & your partners know exactly which steps you want to take tomorrow to reach your C2C ambitions 
  • 61. © 2013 Diana den Held - Gevleugelde Woorden Contact Diana den Held Academic Chair ‘Cradle to Cradle for Innovation and Quality’ Rotterdam School of Management - Erasmus University Decision and information Sciences Burgemeester Oudlaan 50 T Building, Room 9-44 3062 PA Rotterdam, The Netherlands Tel: +31 10 408 2277 Mobile: +31 6 19 35 00 11 dheld@rsm.nl diana@gevleugeldewoorden.nl