How to make a strong business
case by doing the right thing
Diana den Held
@ Business for Society, Prague
17th of Septembe...
© 2013 Diana den Held - Gevleugelde Woorden
Diana den Held
Strategist - Gevleugelde Woorden
Advisor for prof. dr. Michael ...
© 2013 Diana den Held - Gevleugelde Woorden
Who’s in the room?
Who of you are already familiar with Cradle to Cradle?
Is t...
© 2013 Diana den Held - Gevleugelde Woorden
Prof. dr. Michael Braungart
Picture by: Mariëlle Verhoef.
© 2013 Diana den Held - Gevleugelde Woorden
Vacuum cleaner
Source: EPEA.
© 2013 Diana den Held - Gevleugelde Woorden
Wall paper
Source: EPEA/HUI.
© 2013 Diana den Held - Gevleugelde Woorden
Human Health (X)
Picture by: unknown.
ARMANI
Chromium, Lead,
Nickel and Cadmiu...
© 2013 Diana den Held - Gevleugelde Woorden
Human Health (X)
Picture by: unknown.
© 2013 Diana den Held - Gevleugelde Woorden
Human Health (X)
Source: EPEA/HUI
© 2013 Diana den Held - Gevleugelde Woorden
Human Health (X) – heavy metals
Source: EPEA.
(Nickel)
(Arsenic)
(Selenium)
(C...
© 2013 Diana den Held - Gevleugelde Woorden
What’s in it?
• Toxic and carcinogenic.
• For example Mattel (Barbie, Fisher P...
© 2013 Diana den Held - Gevleugelde Woorden
Indoor Air Quality
3 tot 8x worse than outside.
Because of
• Furniture
• Fabri...
© 2013 Diana den Held - Gevleugelde Woorden
So what is that, ‘throw away’?
Picture by: unknown.
© 2013 Diana den Held - Gevleugelde Woorden
Environmental Health (X)
Pictures: via Michael Braungart and others.
© 2013 Diana den Held - Gevleugelde Woorden
© 2013 Diana den Held - Gevleugelde Woorden
In short
Many products or processes are not optimised yet.
It’s not a good ide...
© 2013 Diana den Held - Gevleugelde Woorden
Economy – Equity – Ecology  Triple Top Line
-20
0
20
40
60
80
100
"current" C...
© 2013 Diana den Held - Gevleugelde Woorden
Cradle to Cradle basic DESIGN principles
1. Waste equals Food
(Nutrients are N...
© 2013 Diana den Held - Gevleugelde Woorden
C2C success tip nr. 1
Design according to C2C principles from the start.
Makin...
© 2013 Diana den Held - Gevleugelde Woorden
Design Business Case: Steelcase
In 2006 launched the first C2C
product ever:
t...
© 2013 Diana den Held - Gevleugelde Woorden
Principle 1: Waste equals Food
Picture: Cow on waste heap, Dhaka, Brunopress. ...
© 2013 Diana den Held - Gevleugelde Woorden
Biological
Metabolism
Technical
Metabolism
Important to distinct: Bio- en Tech...
© 2013 Diana den Held - Gevleugelde Woorden
Bio sphere
It’s much more than your ‘green’ container!
For example:
• Dish was...
© 2013 Diana den Held - Gevleugelde Woorden
Hazardous cosmetics
Source: EWG's Skin Deep database.
© 2013 Diana den Held - Gevleugelde Woorden
Bio ánd Techno
Picture by: Diana (Aveda, C2C gold certificate).
© 2013 Diana den Held - Gevleugelde Woorden
© 2013 Diana den Held - Gevleugelde Woorden
Techno: Herman Miller
© 2013 Diana den Held - Gevleugelde Woorden
Priority Criteria
• Carcinogenicity
• Disruption of Endocrine System
• Mutagen...
© 2013 Diana den Held - Gevleugelde Woorden
• Aquatic toxicity
• Fish toxicity
• Daphnia toxicity
• Algae toxicity
• Bioac...
© 2013 Diana den Held - Gevleugelde Woorden
Tool: ABC-X
Source: EPEA
OPTIMAL
OPTIMIZING
TOLERABLE
NOT ACCEPTABLE
NOT CHARA...
© 2013 Diana den Held - Gevleugelde Woorden
© 2013 Diana den Held - Gevleugelde Woorden
© 2013 Diana den Held - Gevleugelde Woorden
© 2013 Diana den Held - Gevleugelde Woorden
© 2013 Diana den Held - Gevleugelde Woorden
C2C success tip nr. 2
Know where the materials go
Materials = € (or CZK of cou...
© 2013 Diana den Held - Gevleugelde Woorden
Material Management Business Case: Velopa
Know exactly what they have
used.
Kn...
© 2013 Diana den Held - Gevleugelde Woorden
© 2013 Diana den Held - Gevleugelde Woorden
C2C success tip nr. 3
The power of the positive list
Buying together =
Larger ...
© 2013 Diana den Held - Gevleugelde Woorden
C2C success tip nr. 4
Intelligent Materials Pooling
Are you still paying to ge...
© 2013 Diana den Held - Gevleugelde Woorden
Through greater ‘industrial symbiosis’ ( = where waste of
some firms is used a...
© 2013 Diana den Held - Gevleugelde Woorden
Principle 2
1. Waste equals Food
Of liever: Nutrients are Nutrients
2. Renewab...
© 2013 Diana den Held - Gevleugelde Woorden
Waste to Energy has NO future
Picture: incinerator Alkmaar (borelius).
© 2013 Diana den Held - Gevleugelde Woorden
C2C success tip nr. 5
Secondary sourced materials
Do you really want to get yo...
© 2013 Diana den Held - Gevleugelde Woorden
© 2013 Diana den Held - Gevleugelde Woorden
Keep P in cycles
© 2013 Diana den Held - Gevleugelde Woorden
Greenhouse Gas Capturing Business Case: Algae
Using waste water, CO2 and
waste...
© 2013 Diana den Held - Gevleugelde Woorden
Principle 3
1. Waste equals Food
Of liever: Nutrients are Nutrients
2. Renewab...
© 2013 Diana den Held - Gevleugelde Woorden
Passive buildings
Amstel. Picture by: Diana.
© 2013 Diana den Held - Gevleugelde Woorden
Active buildings
Water/Air cleaner out
than in.
Space to live (incl. us:
healt...
© 2013 Diana den Held - Gevleugelde Woorden
Paint that cleans the air
© 2013 Diana den Held - Gevleugelde Woorden
Air Quality Business Case: KLM
Source: EPEA.
© 2013 Diana den Held - Gevleugelde Woorden
Water Quality Business Case: FORD RIVER ROUGE
Before redesign:
$ 48 Million sp...
© 2013 Diana den Held - Gevleugelde Woorden
Biodiversity upcoming Business Case
Biodiversity loss costs 3%
annual economic...
© 2013 Diana den Held - Gevleugelde Woorden
Do it all perfect tomorrow?
Impossible.
© 2009 - 2010 Gevleugelde Woorden
© 2013 Diana den Held - Gevleugelde Woorden
Start with step 1: state your ambitions
Source: EPEA.
© 2013 Diana den Held - Gevleugelde Woorden
Becoming a C2C company in 4 steps
1) State ambitions, including a time frame (...
© 2013 Diana den Held - Gevleugelde Woorden
Contact
Diana den Held
Academic Chair ‘Cradle to Cradle for Innovation and Qua...
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Diana den Held @ business for society prague

  1. 1. How to make a strong business case by doing the right thing Diana den Held @ Business for Society, Prague 17th of September 2013 Cradle to Cradle Chair for Innovation and Quality
  2. 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. 3. © 2013 Diana den Held - Gevleugelde Woorden Who’s in the room? Who of you are already familiar with Cradle to Cradle? Is there a chemist in the house?
  4. 4. © 2013 Diana den Held - Gevleugelde Woorden Prof. dr. Michael Braungart Picture by: Mariëlle Verhoef.
  5. 5. © 2013 Diana den Held - Gevleugelde Woorden Vacuum cleaner Source: EPEA.
  6. 6. © 2013 Diana den Held - Gevleugelde Woorden Wall paper Source: EPEA/HUI.
  7. 7. © 2013 Diana den Held - Gevleugelde Woorden Human Health (X) Picture by: unknown. ARMANI Chromium, Lead, Nickel and Cadmium Source: EPEA/HUI
  8. 8. © 2013 Diana den Held - Gevleugelde Woorden Human Health (X) Picture by: unknown.
  9. 9. © 2013 Diana den Held - Gevleugelde Woorden Human Health (X) Source: EPEA/HUI
  10. 10. © 2013 Diana den Held - Gevleugelde Woorden Human Health (X) – heavy metals Source: EPEA. (Nickel) (Arsenic) (Selenium) (Cadmium) (Antimony) (Titanium) (Lead)
  11. 11. © 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.
  12. 12. © 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.
  13. 13. © 2013 Diana den Held - Gevleugelde Woorden So what is that, ‘throw away’? Picture by: unknown.
  14. 14. © 2013 Diana den Held - Gevleugelde Woorden Environmental Health (X) Pictures: via Michael Braungart and others.
  15. 15. © 2013 Diana den Held - Gevleugelde Woorden
  16. 16. © 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.)
  17. 17. © 2013 Diana den Held - Gevleugelde Woorden Economy – Equity – Ecology  Triple Top Line -20 0 20 40 60 80 100 "current" C2C Economy Equity Ecology
  18. 18. © 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
  19. 19. © 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.
  20. 20. © 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.)
  21. 21. © 2013 Diana den Held - Gevleugelde Woorden Principle 1: Waste equals Food Picture: Cow on waste heap, Dhaka, Brunopress. Picture: Designboom, Joeke Beenhakker + Breg Hanssen.
  22. 22. © 2013 Diana den Held - Gevleugelde Woorden Biological Metabolism Technical Metabolism Important to distinct: Bio- en Technosphere Source: EPEA/HUI.
  23. 23. © 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.
  24. 24. © 2013 Diana den Held - Gevleugelde Woorden Hazardous cosmetics Source: EWG's Skin Deep database.
  25. 25. © 2013 Diana den Held - Gevleugelde Woorden Bio ánd Techno Picture by: Diana (Aveda, C2C gold certificate).
  26. 26. © 2013 Diana den Held - Gevleugelde Woorden
  27. 27. © 2013 Diana den Held - Gevleugelde Woorden Techno: Herman Miller
  28. 28. © 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.
  29. 29. © 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.
  30. 30. © 2013 Diana den Held - Gevleugelde Woorden Tool: ABC-X Source: EPEA OPTIMAL OPTIMIZING TOLERABLE NOT ACCEPTABLE NOT CHARACTERIZED
  31. 31. © 2013 Diana den Held - Gevleugelde Woorden
  32. 32. © 2013 Diana den Held - Gevleugelde Woorden
  33. 33. © 2013 Diana den Held - Gevleugelde Woorden
  34. 34. © 2013 Diana den Held - Gevleugelde Woorden
  35. 35. © 2013 Diana den Held - Gevleugelde Woorden C2C success tip nr. 2 Know where the materials go Materials = € (or CZK of course)
  36. 36. © 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”
  37. 37. © 2013 Diana den Held - Gevleugelde Woorden
  38. 38. © 2013 Diana den Held - Gevleugelde Woorden C2C success tip nr. 3 The power of the positive list Buying together = Larger volumes = Lower prices.
  39. 39. © 2013 Diana den Held - Gevleugelde Woorden C2C success tip nr. 4 Intelligent Materials Pooling Are you still paying to get rid of ‘waste’?
  40. 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. 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. 42. © 2013 Diana den Held - Gevleugelde Woorden Waste to Energy has NO future Picture: incinerator Alkmaar (borelius).
  43. 43. © 2013 Diana den Held - Gevleugelde Woorden C2C success tip nr. 5 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. 44. © 2013 Diana den Held - Gevleugelde Woorden
  45. 45. © 2013 Diana den Held - Gevleugelde Woorden Keep P in cycles
  46. 46. © 2013 Diana den Held - Gevleugelde Woorden Greenhouse Gas Capturing Business Case: Algae Using 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
  47. 47. © 2013 Diana den Held - Gevleugelde Woorden Principle 3 1. Waste equals Food Of liever: Nutrients are Nutrients 2. Renewably sourced energy 3. Actively support diversity
  48. 48. © 2013 Diana den Held - Gevleugelde Woorden Passive buildings Amstel. Picture by: Diana.
  49. 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. 50. © 2013 Diana den Held - Gevleugelde Woorden Paint that cleans the air
  51. 51. © 2013 Diana den Held - Gevleugelde Woorden Air Quality Business Case: KLM Source: EPEA.
  52. 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. 53. © 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
  54. 54. © 2013 Diana den Held - Gevleugelde Woorden Do it all perfect tomorrow? Impossible. © 2009 - 2010 Gevleugelde Woorden
  55. 55. © 2013 Diana den Held - Gevleugelde Woorden Start with step 1: state your ambitions Source: EPEA.
  56. 56. © 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 
  57. 57. © 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

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