Katja Hansen of Erasmus Business School and EPEA on principles of Cradle to Cradle presentation 24-05-2012

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Cradle to Cradle Design Framework
Ellen MacArthur Foundation Business Schools study tour NL
May 24, 2012
Katja Hansen
Sen. Researcher, C2C Chair for Innovation and Quality
Rotterdam School of Management
& EPEA Internationale Umweltforschung
THE MAIN MESSAGE
QUALITY MAKES MONEY
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CRADLE TO CRADLE® DESIGN PARADIGM
FOR QUALITY & INNOVATION
1. PHILOSOPHY. Provides guidance & room for
evolving thought.
2. PRINCIPLES. Consistent framework for
application tools.
3. TOOLS. Quantifiable basis for applying
principles.
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The Cradle to Cradle®
Philosophy of Quality
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OCEAN PLASTIC.
A quality problem
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ALBATROSSES ON THE
ISLAND OF MIDWAY,
CENTRAL PACIFIC
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INDOOR AIR. A QUALITY QUESTION.
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HEAVY METALS IN CHILDREN TOYS. A QUALITY QUESTION.
SCHWERMETALLE IN SPIELZEUG
Hamburger Umwelt Institute
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DAMAGING YOUR OWN BUSINESS WITH POOR QUALITY
SOURCE: Hamburger Umweltinstitut e.V.
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PLASTICISERS IN CHILDREN CAUSED BY POOR QUALITY
GERMANY ENVIRONMENTAL SURVEY FOR CHILDREN
Plasticizers found in urine samples of all 599 tested children (Ages 3 to
14)
1,5% of the samples showed alarmingly high levels of DEHP (circa. 150
000 Children in Germany)
DEHP
Source: FOKUS
45/2008
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COSTS OF POOR PRODUCT QUALITY & INDOOR AIR QUALITY
• Now over 40% of children have allergies.
Several decades ago, only 2 – 3% did.
• Every third person in the western world has
allergy problems.
• Allergies cost the U.S. health care system $18
billion annually.
SOLUTION: design materials and products for indoor use
Source: National Institute of Allergy and Infectious Diseases
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EXCELLENT QUALITY IS POSSIBLE & PROFITABLE NOW
LEGO STARTED MANY YEARS AGO
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TOPSOIL QUALITY
LOSS: ~26 billion tons/year worldwide
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MORE THAN HALF OF AGRICULTURAL SOIL IS LOST OR SERIOUSLY DEGRADED
Food production depends on soil.
Soil takes tens of thousands of years to form.
Loss of soil due to;
Intensive over-farming
Incineration & landfilling of nutrients
Urbanization
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CRADLE TO GRAVE - THE ONE-WAY LOW QUALITY PARADIGM
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MOST RECYCLING IS STILL LOW QUALITY CRADLE TO GRAVE
PARADIGM
Recycling = Downcycling
Downcycling = Poor quality
Poor Quality = Poor products
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CRADLE TO GRAVE : TARGET IS ZERO
REDUCTION,
AVOIDANCE,
MINIMIZATION,
PREVENTION.
ECO-EFFICIENCY
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CRADLE TO CRADLE : THE GOAL IS QUALITY
ECO-EFFECTIVENESS
DEFINE,
INCREASE,
SUPPORT,
OPTIMIZE
ECO-EFFICIENCY
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BIG BENEFICIAL HIGH QUALITY
FOOTPRINT
ü Absorbs CO2
ü Produces Oxygen
ü Produces biomass
ü Supports biodiversity
ü Provides habitat to many
species
ü Filters the air
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ü Makes soil
………. etc.
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EXAMPLES OF C2C PHILOSOPHICAL STATEMENTS
“Our goal is a delightfully diverse, safe, healthy
and just world, with clean air, water, soil and
power — economically, equitably, ecologically
and elegantly enjoyed.”
“Celebrate abundance.” Trees, animals and
insects do not “close the loop” or
“minimize”. They produce abundant
opportunities for others.
“Cradle to Cradle® is an innovation platform for
improving quality and good business.”
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PRINCIPLES OF CRADLE TO CRADLE® DESIGN PARADIGM
• WASTE EQUALS FOOD
Nutrients become nutrients again OR
Everything is a resource for something else
• USE CURRENT SOLAR INCOME
Renewable sources powered by sun
• CELEBRATE DIVERSITY
Biodiversity
Cultural diversity
Conceptual diversity
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NUTRIENT METABOLISMS. THE BASIS FOR APPLYING C2C PRINCIPLES & GOALS
BIOLOGICAL NUTRIENTS & TECHNICAL NUTRIENTS
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Definition of Cradle to Cradle Metabolism Scenario
Consumption Product Service Product
(Materials enter the environment through diffuse
(No relevant material flows during use of the product)
processes during use)
Biological Cycle Technical Cycle
Is made from renewable resources Necessary for non-renewable resources
Materials flow in industrial systems and are
Materials are nutrients in the environment nutrients for the production of new products of
enabling production of new resources
same or higher quality
Is non-toxic or beneficial to humans or
Is non-toxic or beneficial to humans or
ecosystems along the technical cycle (e.g. due to
ecosystems along the biological cycle
deficits)
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REUSE MATERIALS PROFITABLY WITH THE C2C CASCADE
production of virgin paper paper use
forestry
OLD
OLD
OLD
OLD
paper recycling paper collection
recycled paper
recycled
paper
usable
fibres recycled
paper
usable
fibres recycled
paper
usable
fibres
unusable unusable unusable unusable fibres
fibres fibres fibres
unusable fibres
possible routes:
energy
return nutrients
field to agriculture
and forestry
Figure 1: Example of a cradle to cradle paper cascade.
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Usability of LCA for C2C purposes | 18
QUALITY IMPROVEMENT TOOLS
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EXAMPLES OF TOOLS
Set a Roadmap with Milestones to achieve your ambition.
Define use in biological and technical pathways.
Define functionality. Determine what the product is intended to do for the customer.
Know what you have. Do an inventory of components of your products and raw materials.
Knowledge Trustee role with suppliers. List companies to possibly involve in the Cradle to
Cradle® process.
……
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PROGRESS OF QUALITY FROM CRADLE TO CRADLE WITH TIME
ECO-EFFECTIVENESS
WHERE
CLIENTS AND
SUPPLIERS
REGARD
THEMSELVES AS
PARTNERS, AIMING
FOR THE HIGHEST
QUALITIES
Most of society is here
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STATE YOUR INTENTIONS. THE DESSO ROADMAP TO C2C
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CRADLE TO CRADLE® NUTRIENT PROFILING – ABC-X CLASSIFICATION
OPTIMAL
OPTIMISABLE
TOLERABLE
NOT ACCEPTABLE
NOT
CHARACTERIZED
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DESIGN FOR (DIS)ASSEMBLY
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DEFINED USE PERIOD
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EXAMPLES OF APPLICATION TOOLS
Set a Roadmap with Milestones to achieve your ambition.
Define use in biological and technical pathways.
Develop and use P-Lists based on performance evaluation with the traffic light ABC-X
system.
Define functionality. Determine what the product is intended to do for the customer.
Define use periods.
Know what you have. Do an inventory of components of your products and raw materials.
Knowledge Trustee role with suppliers. List companies to possibly involve in the Cradle to
Cradle® process.
Design for Assembly & Disassembly and separation of technical and biological nutrients.
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EXAMPLES OF APPLICATION TOOLS
Use efficiency to accelerate use of energy derived from current solar income.
Use Cradle to Cradle® elements. A Cradle to Cradle® element is an ingredient, material or
product already developed by applying Cradle to Cradle® principles.
Add value for the customer by measurably enhancing quality & functionality.
Demonstrate innovation measurably e.g. by measuring an improvement in quality of air,
water or soil.
Recycle materials so they can be effectively used as defined resources for other processes
or products of your company or partners.
Join supply chain partnerships and communities to apply Cradle to Cradle® principles.
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CUSTOMERS AND SUPPLIERS AS PARTNERS:
MATERIAL FLOW PARTNERSHIPS
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MIRRA CHAIR - HERMAN MILLER: QUANTIFIABLE RESULTS
TAKEBACK
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EXAMPLES
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Biological
Nutrient
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CLIMATEX® LIFECYCLE™ and LIFEGUARD FRTM: BIOLOGICAL NUTRIENT
DISTRIBUTION,
FABRICATION RESIDUES
UTILISATION
RESOURCES CONDITIONING
Climatex® Lifecycle™ and Climatex® LifeguardFR™ are patents and trademarks of Gessner AG, Switzerland
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KLM - COMPOSTABLE AIRPLANE SEAT PROTOTYPE
Handelsblatt, 16. Juni 2005
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TRIGEMA BIODEGRADABLE T-SHIRT
NEW DIMENSIONS OF
QUALITY FOR APPAREL
ABWASSERAUFBEREITUNG IN ENTWICKLUNGSLÄNDERN GOODS
- User’s Health
- Safe for the Environment
MANUFACTURE BIODEGRADE
RECOLLECTION COMPOST
COTTON
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Biomass Nutrient Recycling
1-2 Hectare Site
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Technical
Nutrient
BACKHAUSEN RETURNITY: THE FABRIC OF MANY LIVES
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MIRRA CHAIR- HERMAN MILLER: TECHNICAL NUTRIENT
PRODUCTION PURCHASE AND USE TAKE-BACK
TAKEBACK
REPOLYMERIZATION DISASSEMBLY
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DESSO: CRADLE TO CRADLE FLOOR COVER
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24. 31/05/2012
ACKNOWLEDGEMENT:
Materials originally developed by and used with
permission of;
EPEA INTERNATIONALE UMWELTFORSCHUNG
GMBH
Trostbrücke 4 www.epea.com
D-20457 HAMBURG
GERMANY
T. +49 40 43 13 49 0
F. +49 40 43 13 49 49 47
Position Paper
Paper can be downloaded at:
• www.agentschapnl.nl/cradle-to-
cradle
• www.theterrace.nl
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