Cradle to Cradle Institutional
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Cradle to Cradle is a company of Michael Braungart. Cradle to Cradle maps the lineaments of new design paradigm, offering practical steps on how to innovate within today's economic environment. Part social history, part green business primer, part design manual, the book makes plain that the re-invention of human industry is not only within our grasp, it is our best hope for a future of sustaining prosperity. Apresentação feita pela MonkeyBusiness // MonkeyBusiness is an brazilian agency that is specialized in presentations. All our energy is focused on creating memorable slides, which hold the attention of your audience and express your ideas. // MonkeyBusiness é uma agência especializada em apresentações. Toda nossa energia é focada em criar slides inesquecíveis, que prendem a atenção do seu público e vendem suas idéias. Postado aqui por MonkeyBusiness - Nós fazemos a sua apresentação: www.monkeybusiness.com.br www.macacosmebloguem.com.br www.facebook.com/mkbusiness www.twitter.com/mkbusiness
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Cradle to Cradle Institutional
- 2. First, there was eco-efficiency Zero emissions Reduce, reuse, recycle Minimize your ecological footprint Reduce consumption Green Sustainable Carbon-neutral Energy-efficient Simply use less!
- 3. Zero emissions Reduce, reuse, recycle Minimize your ecological footprint Reduce consumption Green Sustainable Carbon-neutral Energy-efficient Simply use less!
- 4. Zero emissions Reduce, reuse, recycle Minimize your ecological footprint Reduce consumption Green Sustainable Carbon-neutral Energy-efficient Simply use less!
- 5. Zero emissions Reduce, reuse, recycle Minimize your ecological footprint Reduce consumption Green Sustainable Carbon-neutral Energy-efficient Simply use less!
- 6. But, it’s just a delay of problems Take – make - waste
- 7. Cradle to Cradle is about Eco-Effectiveness Beneficial footprint Carbon-Positive Abundance Circular loops of material flows Define, optimize, increase, support Positive impact How do I get there?
- 8. Cradle to Cradle Philosophy Cradle to Cradle® is an innovation platform for improving quality and good business by applying to industrials systems rules found in the observation of Nature Our goal is a delightfully diverse, safe, healthy and just world, with clean air, water, soil and power — economically, equitably, ecologically and elegantly enjoyed
- 9. Cradle to Cradle Principles Waste Equals Food: (everything is a nutrient / resource for something else) Use Current Solar Income Celebrate Diversity: (biodiversity, cultural diversity, conceptual diversity)
- 21. To do this, ask yourself… What is your product intended to do for the user? What is the actual service? How does it interact with the environment & humans? What is the chemical content of the product? Do you know what valuable materials are used to make it? Can you get them back after use? What will happen with this product after your customer decided it has served its purpose? Does it decompose? Does it disassemble? Is it recyclable? Does it end up in the incinerator, landfill or the Ocean? Or, do you take it back and only let the customer ‘borrow’ the product?
- 22. And now, ACT! 01. State your intentions! Set a sincere ambition 02. Inventory! Know what you have 03. Develop a roadmap! Define smart milestones on the way 04. Communicate! Be transparent on progress Then: Invite others! Join forces
- 23. State your intentions set a sincere ambition What measurable goals do you want to achieve for your product or your company in the next 5-10 years?
- 24. Inventory: Know what you have Collect all the information on the materials used in your products Assess them according to human & environmental health criteria If they are hazardous = RED If they are safe = GREEN If they are tolerable = YELLOW If you do not have enough information = GREY
- 25. Develop a roadmap: Define smart milestones on the way Define tangible, feasible milestones you want to reach to measure your progress for a specific period of time This will help you to keep track, as there are many unknowns and the complexity is very high Ambitions 2020 100% renewable energy 100% technical or biological nutrients 100% happy, healthy people & environment Milestones 2010-2020 Moving from 0% to 100%
- 26. Communicate: Be transparent on progress Communicate transparently to all stakeholders on your intentions, milestones and the progress you make It is not “greenwashing” if you are clear that you are not perfect … yet
- 27. THIS PRESENTATION WAS DEVELOPED ESPECIALLY FOR THE SUSTAINABLE INNOVATION PLATFORM BY PHILIPS PARTNER IN CRADLE TO CRADLE Company of MICHAEL BRAUNGART
- 28. Leader of the Cradle to Cradle Workshop program at Philips Consumer Lifestyle 2008 – 2009: Ingrid Zeegers, Director Sustainability Leader of the Preferred Materials Program at Philips Consumer Lifestyle 2009 – 2010: Andy Hall, Director Sustainable Materials Voice over: Catharena van Zyl, EPEA project- and accountmanager for Philips Consumer Lifestyle 2008 – 2010 EPEA thanks the designers of MonkeyBusiness in Brazil for the creative and very productive process.
- 29. Cradle to Cradle
Editor's Notes
- Welcome, dear listener! What is Cradle to Cradle? Maybe you have already heard of it before? First of all, it is a design concept which has been developed by the chemist Michael Braungart and the architect William McDonough.
- You have definetily heard about Eco-Efficiency before. It is the most applied strategy when it comes to sustainability with the goal of using less materials, having zero emissions and minimizing our ecological footprint. The focus of eco-efficiency is reducing, reusing, recycling - measured in quantities, not in quality.
- You have definetily heard about Eco-Efficiency before. It is the most applied strategy when it comes to sustainability with the goal of using less materials, having zero emissions and minimizing our ecological footprint. The focus of eco-efficiency is reducing, reusing, recycling - measured in quantities, not in quality.
- You have definetily heard about Eco-Efficiency before. It is the most applied strategy when it comes to sustainability with the goal of using less materials, having zero emissions and minimizing our ecological footprint. The focus of eco-efficiency is reducing, reusing, recycling - measured in quantities, not in quality.
- You have definetily heard about Eco-Efficiency before. It is the most applied strategy when it comes to sustainability with the goal of using less materials, having zero emissions and minimizing our ecological footprint. The focus of eco-efficiency is reducing, reusing, recycling - measured in quantities, not in quality.
- But eco-efficiency can only be a delay of our problems, which are the depletion of resources and production of waste, products and materials which don’t have an economic value anymore and are tossed into landfills or destroyed in incinerators. Even if some products and materials are recycled, it is more downcycling of materials then a real recycling, because all these products have never been designed with the end in mind.
- Cradle to Cradle is about Eco-Effectiveness. It is about creating a positive human footprint instead of trying to minimizing our footprint. It is about having a carbon positive impact on the atmosphere by rebuilding topsoil or making buildings like trees which produce oxygen for living beings to breath. It is about celebrating the abundance of this planet instead of being captured in a mindset of scarcity and greed. Cradle to Cradle does not mean closed cycles, but rather continous material flows. A kettle does not have to become a kettle again, but could deliver valuable materials for a car and so on. To achieve this, the first step is to define what you have, set targets for the optimization process and then step-by-step increasing the beneficial impact and supporting life on this planet. Cradle to Cradle builds on a positive picture of mankind in which we as human society realise that we have a huge impact on this planet, but that this impact can be a positive one, if we design our processes accordingly.
- Cradle to Cradle is an innovation platform for achieving high quality and good business by applying the rules of Nature to industrial systems.
- Let‘s come to the C2C Basics. There are Three Principles. Waste Equals Food. Use Current Solar Income and Celebrate Diversity.
- The Principle Waste Equals Food is most likely the one best understood and most closely connected to the C2C design concept. All three of them interlink though and no one can stand without the other two. But what does Waste Equals Food mean? It means that Everything is a raw material (thus a nutrient) for something else – just like in nature, where the concept of waste does not exist at all! To achieve this in product development, the use scenario of your product needs to be defined. Is the product going to come into contact of food & water? Will it be used indoors? To answer all these questions appropriately, it is necessary to actually know the content of your product. Then it is possible to assess them and know if and in which contexts they are safe for humans and the environment – within it‘s defined use scenario. What is the defined use scenario? This questions points to the life-time of the product: How long will it be used before it has served it‘s purpose and is tossed away by the user? And if the product is thrown away, will it be able to reutilize the valuable materials captured in the product? Has the product been designed for recycability or biodegradability – again depending on the defined use scenario? Last but not least, the question is whether the product is going to be retraced and taken back for recycling or composting? If you can find answers on all these questions in your product design process, you have succeeded in eliminating the concept of waste.
- The Principle Waste Equals Food is most likely the one best understood and most closely connected to the C2C design concept. All three of them interlink though and no one can stand without the other two. But what does Waste Equals Food mean? It means that Everything is a raw material (thus a nutrient) for something else – just like in nature, where the concept of waste does not exist at all! To achieve this in product development, the use scenario of your product needs to be defined. Is the product going to come into contact of food & water? Will it be used indoors? To answer all these questions appropriately, it is necessary to actually know the content of your product. Then it is possible to assess them and know if and in which contexts they are safe for humans and the environment – within it‘s defined use scenario. What is the defined use scenario? This questions points to the life-time of the product: How long will it be used before it has served it‘s purpose and is tossed away by the user? And if the product is thrown away, will it be able to reutilize the valuable materials captured in the product? Has the product been designed for recycability or biodegradability – again depending on the defined use scenario? Last but not least, the question is whether the product is going to be retraced and taken back for recycling or composting? If you can find answers on all these questions in your product design process, you have succeeded in eliminating the concept of waste.
- The Principle Waste Equals Food is most likely the one best understood and most closely connected to the C2C design concept. All three of them interlink though and no one can stand without the other two. But what does Waste Equals Food mean? It means that Everything is a raw material (thus a nutrient) for something else – just like in nature, where the concept of waste does not exist at all! To achieve this in product development, the use scenario of your product needs to be defined. Is the product going to come into contact of food & water? Will it be used indoors? To answer all these questions appropriately, it is necessary to actually know the content of your product. Then it is possible to assess them and know if and in which contexts they are safe for humans and the environment – within it‘s defined use scenario. What is the defined use scenario? This questions points to the life-time of the product: How long will it be used before it has served it‘s purpose and is tossed away by the user? And if the product is thrown away, will it be able to reutilize the valuable materials captured in the product? Has the product been designed for recycability or biodegradability – again depending on the defined use scenario? Last but not least, the question is whether the product is going to be retraced and taken back for recycling or composting? If you can find answers on all these questions in your product design process, you have succeeded in eliminating the concept of waste.
- The Principle Waste Equals Food is most likely the one best understood and most closely connected to the C2C design concept. All three of them interlink though and no one can stand without the other two. But what does Waste Equals Food mean? It means that Everything is a raw material (thus a nutrient) for something else – just like in nature, where the concept of waste does not exist at all! To achieve this in product development, the use scenario of your product needs to be defined. Is the product going to come into contact of food & water? Will it be used indoors? To answer all these questions appropriately, it is necessary to actually know the content of your product. Then it is possible to assess them and know if and in which contexts they are safe for humans and the environment – within it‘s defined use scenario. What is the defined use scenario? This questions points to the life-time of the product: How long will it be used before it has served it‘s purpose and is tossed away by the user? And if the product is thrown away, will it be able to reutilize the valuable materials captured in the product? Has the product been designed for recycability or biodegradability – again depending on the defined use scenario? Last but not least, the question is whether the product is going to be retraced and taken back for recycling or composting? If you can find answers on all these questions in your product design process, you have succeeded in eliminating the concept of waste.
- The Principle Waste Equals Food is most likely the one best understood and most closely connected to the C2C design concept. All three of them interlink though and no one can stand without the other two. But what does Waste Equals Food mean? It means that Everything is a raw material (thus a nutrient) for something else – just like in nature, where the concept of waste does not exist at all! To achieve this in product development, the use scenario of your product needs to be defined. Is the product going to come into contact of food & water? Will it be used indoors? To answer all these questions appropriately, it is necessary to actually know the content of your product. Then it is possible to assess them and know if and in which contexts they are safe for humans and the environment – within it‘s defined use scenario. What is the defined use scenario? This questions points to the life-time of the product: How long will it be used before it has served it‘s purpose and is tossed away by the user? And if the product is thrown away, will it be able to reutilize the valuable materials captured in the product? Has the product been designed for recycability or biodegradability – again depending on the defined use scenario? Last but not least, the question is whether the product is going to be retraced and taken back for recycling or composting? If you can find answers on all these questions in your product design process, you have succeeded in eliminating the concept of waste.
- The Principle Waste Equals Food is most likely the one best understood and most closely connected to the C2C design concept. All three of them interlink though and no one can stand without the other two. But what does Waste Equals Food mean? It means that Everything is a raw material (thus a nutrient) for something else – just like in nature, where the concept of waste does not exist at all! To achieve this in product development, the use scenario of your product needs to be defined. Is the product going to come into contact of food & water? Will it be used indoors? To answer all these questions appropriately, it is necessary to actually know the content of your product. Then it is possible to assess them and know if and in which contexts they are safe for humans and the environment – within it‘s defined use scenario. What is the defined use scenario? This questions points to the life-time of the product: How long will it be used before it has served it‘s purpose and is tossed away by the user? And if the product is thrown away, will it be able to reutilize the valuable materials captured in the product? Has the product been designed for recycability or biodegradability – again depending on the defined use scenario? Last but not least, the question is whether the product is going to be retraced and taken back for recycling or composting? If you can find answers on all these questions in your product design process, you have succeeded in eliminating the concept of waste.
- The Principle Waste Equals Food is most likely the one best understood and most closely connected to the C2C design concept. All three of them interlink though and no one can stand without the other two. But what does Waste Equals Food mean? It means that Everything is a raw material (thus a nutrient) for something else – just like in nature, where the concept of waste does not exist at all! To achieve this in product development, the use scenario of your product needs to be defined. Is the product going to come into contact of food & water? Will it be used indoors? To answer all these questions appropriately, it is necessary to actually know the content of your product. Then it is possible to assess them and know if and in which contexts they are safe for humans and the environment – within it‘s defined use scenario. What is the defined use scenario? This questions points to the life-time of the product: How long will it be used before it has served it‘s purpose and is tossed away by the user? And if the product is thrown away, will it be able to reutilize the valuable materials captured in the product? Has the product been designed for recycability or biodegradability – again depending on the defined use scenario? Last but not least, the question is whether the product is going to be retraced and taken back for recycling or composting? If you can find answers on all these questions in your product design process, you have succeeded in eliminating the concept of waste.
- The second Principle is Use Current Solar Income. This principle is actually very easy to understand and at the same time misleading. It means Use the energy which is provided to this planet on a daily basis instead of tapping into fossil fuels or nuclear power, as both are very convenient but have downsides such as increasing climate gas emissions in the atmosphere causing climate change and in the case of nuclear power, radioactive waste which is highly damaging for all living organisms for at least 1 million more years. Current available energy includes the direct energy from the sun, but also indirect energy, such as Wind. Furthermore we have geothermal or gravitational energy available to add to solar and wind. The first Principle Waste Equals Food still applies in this case, which means that all materials used to produce solar panels, turbines and so on are designed to be nutrients in defined use scenarios. Breakthrough energy-efficiency is of very high value in this context, as it supports the adoption to renewable energies, especially in socalled developing countries, which often don’t have access to energy grids.
- The third Principle of C2C is Celebrate Diversity. On an abstract level this means not only biodiversity, but also cultural and conceptual diversity. Concretely this can be implemented by offering new habitats for all kind of local species, especially endangered ones. It can be achieved by asking yourself how the product or production process can have a beneficial impact on humans and the environment. Are people suported in their individuality and creativity? It definetily means to acknowledge and celebrate the equal rights of all individuals regardless of all differences such as skin colour, religion, sex and so on. Last but not least celebrating diversity is expressed by constantly creating new good ideas and sharing them globally!
- Why do we need C2C? Because it is time to solve problems instead of delaying them by being less bad!
- When talking about the defined use scenario, the C2C concept offers directions in suggesting to think of use scenarios within the socalled Biosphere or Technosphere. If he product is most likely to be consumer, dispersed or worl out during the use the frameconsitions are fitting those of the Biosphere as it will most likely come in contact with living organisms – which we humans are also cointing to of course! If the product stay intact, which also means that the substances enclosed do not leach out or off-gas, then the frameconditions are those of the Technosphere as this product will most likely not come interact with living organisms. Products for the Biosphere are called Biological Nutrients and products for the Technosphere Technical Nutrients. Technical Nutrients need to be managed within the Technosphere, as they may cause harm to living organisms if they are dumped into the Ocean as we have seen in the gigantic plastic soup in the Pacific Ocean. Also electronic products which are shipped to Africa and burned ofer open fires by children who want to capture the valuable materials inside like copper, areTechnical Nutrients, as the off-gassing chemicals are very harmful to humans!
- How to get there? You may ask yourself now. . . Well, first of all open up your mind for new ideas and ask yourself some questions: Does your customer really want to own a bundle of chemicals and metals, or do they simply want to enjoy a good cup of coffee? What is the actual service your product is delivering? How is the product used? Does it off-gas or leach out? Are the emissions healthy for those who take it in? You will only be able to tell if you actually know the exact chemical content. Have you considered that your product will not be used for ever? How long will it most likely be used and how can you recapitalize the materials used in the product? Is there a takeback system in place? All these questions will help you to better understand the use scenario of your product for which it needs to be designed right in the beginning already.
- You might feel like this is asking too much, as it will take some years to find answers on all these questions and to organize everything to be in place. It will need system changes and mindset shifts. . . Well, you are right to think so! It will take some years and you will not be able to do it alone! That is why it needs some creative planning and first of all you need to know where you want to go: Therefore: State your intentions! Know where you are at! Develop a roadmap from start to goal. And most importantly, communicate on your pathway and progress – as this will make you trustworthy, people will want to support your cause and partners will join in to help you reach your ambitions!
- Maybe you have encountered this little man before, he was first drawn by a young artist named Stine Arendbach in the Netherlands, who has captured the Cradle to Cradle enthusiasm at Philips Consumer Lifestyle when making a comic about Ingrid Zeegers, the initiator of the program in 2008. This little man will now lead us through the “5 Steps to Doing Good” as they have become known at Philips. 1. State your intentions by setting a sincere ambition.
- 2. Know what you have
- 3. Develop smart milestones on the way to your gaols - which can be set for 2020
- 4. Be transparent on the progress – Don’t be afraid of not being perfect from the beginning on, as this is a learning curve. No one will accuse you of greenwashing as this is the most honest way of communicating. Nobody is perfect, it is all about what you want to change and how.
- Welcome, dear listener! What is Cradle to Cradle? Maybe you have already heard of it before? First of all, it is a design concept which has been developed by the chemist Michael Braungart and the architect William McDonough.