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Diana den Held at Netherlands-Czech Chamber of Commerce Prague

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Diana den Held at Netherlands-Czech Chamber of Commerce Prague

Diana den Held at Netherlands-Czech Chamber of Commerce Prague

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  • 1. How to make a strong business case by doing the right thing Diana den Held @ Netherlands-Czech Chamber of Commerce, Prague 17th 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 Indoor Air Quality 3 tot 8x worse than outside. Because of • Furniture • Fabrics • Etc. == Is it smart to seal a building to save on energy costs? Pictures: via Michael Braungart.
  • 7. © 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.)
  • 8. © 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.
  • 9. © 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.)
  • 10. © 2013 Diana den Held - Gevleugelde Woorden Cradle to Cradle basic DESIGN principles 1. Waste equals Food (Nutrients are Nutrients) 2. Renewably sourced energy (I’ll skip that one today) 3. Actively support diversity
  • 11. © 2013 Diana den Held - Gevleugelde Woorden Biological Metabolism Technical Metabolism Waste equals Food, distinct: Bio- en Technosphere Source: EPEA/HUI.
  • 12. © 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.
  • 13. © 2013 Diana den Held - Gevleugelde Woorden Techno: Herman Miller
  • 14. © 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.
  • 15. © 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.
  • 16. © 2013 Diana den Held - Gevleugelde Woorden
  • 17. © 2013 Diana den Held - Gevleugelde Woorden
  • 18. © 2013 Diana den Held - Gevleugelde Woorden C2C success tip nr. 2 Know where the materials go Materials = € (or CZK of course)
  • 19. © 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”
  • 20. © 2013 Diana den Held - Gevleugelde Woorden
  • 21. © 2013 Diana den Held - Gevleugelde Woorden C2C success tip nr. 3 Intelligent Materials Pooling Are you still paying to get rid of ‘waste’?
  • 22. © 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.
  • 23. © 2013 Diana den Held - Gevleugelde Woorden Principle 3 1. Waste equals Food Of liever: Nutrients are Nutrients 2. Renewably sourced energy (skipped) 3. Actively support diversity
  • 24. © 2013 Diana den Held - Gevleugelde Woorden Passive buildings Amstel. Picture by: Diana.
  • 25. © 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.
  • 26. © 2013 Diana den Held - Gevleugelde Woorden Paint that cleans the air
  • 27. © 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
  • 28. © 2013 Diana den Held - Gevleugelde Woorden Start with step 1: state your ambitions Source: EPEA.
  • 29. © 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