C2C Greening DJ

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presentation during workshop at conference 'Greening the Ivory Tower' at Wageningen University on 19 march 2009

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  • C2C Greening DJ

    1. 1. Cradle to cradle: value orientation Douwe Jan Joustra Program Education on Sustainable Development
    2. 2. Songs of the sixties, reality in this era <ul><li>The times they are a changing </li></ul><ul><li>Blowin’ in the wind </li></ul><ul><li>Here comes the sun </li></ul><ul><li>Smoke on the water </li></ul>
    3. 4. Cradle to Cradle is ambitious: <ul><li>It is about value-creation, about clever solutions, new designs, working on effectiveness </li></ul><ul><li>It is about design and re-design </li></ul><ul><li>Creativity of the creatives: help industry to get ‘room to move’ </li></ul>
    4. 5. Cradle to Cradle is working towards effectiveness ECO-EFFECTIVENESS DEFINE, INCREASE, SUPPORT, OPTIMIZE ECO-EFFICIENCY
    5. 6. Cradle to Cradle is working on metabolisms
    6. 7. IDENTIFY THE BEST: ABC-X CATEGORIZATION OPTIMAL OPTIMIZING TOLERABLE NOT ACCEPTABLE NOT CHARACTERIZED
    7. 8. Start working… <ul><li>Don’t improve, start to re-design </li></ul><ul><li>Less bad is not doing good (add value) </li></ul><ul><li>Not less material, but manage the materials </li></ul><ul><li>Cradle to Cradle instead of Cradle to grave </li></ul><ul><li>Don’t simplify (one size fits all), celebrate diversity </li></ul><ul><li>Don’t feel bad, be happy: </li></ul><ul><li>Celebrate intelligence, Celebrate beauty, Celebrate life! </li></ul>
    8. 9. So, let’s work on design principles <ul><li>Learning from nature </li></ul><ul><li>What values do we support? </li></ul><ul><li>What quality do we enhance? </li></ul><ul><li>How can we be creative? </li></ul>
    9. 10. Step 1: Take a look outside <ul><li>Any organism that survives in this situation? </li></ul><ul><li>What characteristics can you identify? </li></ul><ul><li>Does any organism do harm to the situation? </li></ul><ul><li>Can you find something you like? </li></ul><ul><li>Conclusions: paperclipmethod: </li></ul><ul><li>write down your own conclusions, then share them </li></ul>
    10. 11. Step 2: What values do you support? <ul><li>On the social environment? </li></ul><ul><li>On the physical environment? </li></ul><ul><li>On the systems orientation? </li></ul><ul><li>On people, planet and prosperity? </li></ul><ul><li>Discuss in small group and identify 2 or 3 values on each theme </li></ul>
    11. 12. Step 3: what quality needs to (or can) be enhanced <ul><li>People </li></ul><ul><li>Planet </li></ul><ul><li>Prosperity/Economics </li></ul><ul><li>Solidarity (scale: local – global) </li></ul><ul><li>Solidarity (intergenerational) </li></ul><ul><li>When a car can clean the air, what would other products do? </li></ul><ul><li>Home or here on university? </li></ul>
    12. 13. Step 4: Have the Courage to Create (C2C) <ul><li>Find a new solution for a classical umbrella or a bicycle </li></ul><ul><li>Ask questions </li></ul><ul><li>What conditions do you need to get the Courage to Create? </li></ul><ul><li>The 1.000.000 million dollar question </li></ul>
    13. 14. Lotus
    14. 15. Lotus magn ified Lotus or …
    15. 16. Old new (they mimicked)
    16. 17. Never stop asking Why or How And start redesigning our lives

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