Cradle to Cradle: Business Strategy for the 21st Century

Cradle to CradleSM: Business Strategy for the 21st Century

Copenhagen Business SchoolProf. Dr. Michael BraungartCopenhagen, September 1st, 2009

Denmark

Samsø & Anholt, C2C-Islands EU-project around water, energy and materials

Danish IndustryIndustry Cluster investigating C2C

Center for SamfundansvarDeveloping CSR tools for small and mediumcompanies that includes C2C

Engineering companies COWI & Rambøll promoting C2C

LouisianaMuseum of modern art is doing an exhibitionon C2C architecture

CRADLE TO CRADLE IN DENMARK

GUILT MANAGEMENT?

Something Awkward?

CRADLE TO GRAVE DESIGN PARADIGM

Throw Away…

EMISSIONS

GREEN AND SUSTAINABLE CHEMISTRY?

OFF GASSING: CD-PLAYER

OFF GASSING: COMPUTER MOUSE

PVC – CRADLE TO GRAVE LIFE SPAN

Dioxin Off-gas

THE PRODUCTION OF 1t OF COPPER CAUSES 600t OF WASTE

COPPER: FAR MORE RARE THAN OIL

RESERVES LEFT• for about 50 years• 28% of copper extracted by

humanity until now considered definitively lost

RE-CYCLING/ RE-USE• Only 25% of copper recycled

20 years after production• Decreasing tendency

URBAN MINING: HIGH COPPER CONTENT IN URBAN GROUNDS

PRECIOUS SLAG FROM WASTE INCINERATION

• Incineration slag contains 13,000 tonnes/a of copper (average Germany)• It is worth of $ 45 million per year (Price rate 2009)

„TOTAL BEAUTY“

Just to be correct…Just to be correct…

CRADLE TO GRAVE DESIGN PARADIGM

ARE WE TOO MANY?

“No goal is more crucial to healing the global environment than stabilizing human population.”

Al Gore

ARE WE TOO MANY?

THE BIOMASS OF ANTS IS FOUR TIMES GREATER THAN THAT OF HUMANS

Eco-Efficiency Rearranging the deck chairs on the Titanic

The world will not evolve pass its current state of crisis by using the same thinking that created the situation.

- Albert Einstein

CRADLE TO GRAVE : TARGET IS ZERO

REDUCTION,AVOIDANCE, MINIMIZATION,PREVENTION.

ECO-EFFICIENCY

ECO-EFFECTIVENESS

CRADLE TO CRADLE : THE GOAL IS QUALITY

ECO-EFFICIENCY

DEFINE,INCREASE,SUPPORT, OPTIMIZE

CRADLE TO CRADLE DESIGN PARADIGM

• WASTE EQUALS FOOD

• USE CURRENT SOLAR INCOME

• CELEBRATE DIVERSITY

ECO-EFFECTIVENESS

WHERE CLIENTS AND SUPPLIERSREGARD THEMSELVES AS PARTNERS, AIMING FOR THE HIGHEST QUALITIES

PROGRESS OF QUALITY FROM CRADLE TO CRADLE WITH TIME

Biological Metabolism

Technical Metabolism

BiologicalNutrient

CLIMATEX® LIFECYCLE™ : BIOLOGICAL NUTRIENT

FABRIC PRODUCTION FABRIC SALE AND USE DISPOSAL AND TRIMMINGS

MULCH AND COMPOSTRESOURCE GROWTH

Technical Nutrient

STEELCASE: TECHNICAL NUTRIENT

32 seconds

TRIUMPH: TECHNICAL NUTRIENT

SALE AND USE

PRODUCTION

POLYMERIZATIONFIBER PRODUCTION

UP-CYCLE

A PROPOSAL FOR COPPER AND OTHER RARE METALS

Exploration

Mining

Concentration

Cu-production

Manufacturing

Use

used products

Dismantling

Sorting

MOVING BEYOND TODAY‘S RECYCLING

CRADLE TO CRADLE and PHILLIPS

Adam J oseph Lewis Center for Environmental Studies I Oberlin College, OH

HOUSES LIKE TREES

CITIES LIKE FORESTS

BUILDINGS LIKE TREES

WILLIAM MCDONOUGH: HOUSES LIKE TREES, CITIES LIKE FORESTS

FORD ROUGE CENTER

ADAM JOSEPH SMITH CENTER FOR ENVIRONMENTAL STUDIES OBERLIN, OH

AN EXAMPLE OF A CRADLE TO CRADLESM Platform

BENEFICIAL ECOLOGICAL FOOTPRINT

International Congress and Exhibition for Innovation and Intelligent Design

Join Us for the next Nutec, November 2010FRANKFURT, GERMANY

www.nutec.de // +49 69 75 –59 99

NUTEC - Gateway to Industrial Change

CRADLE TO CRADLE: REMAKING THE WAY WE MAKE THINGS

EPEA INTERNATIONALE UMWELTFORSCHUNG GMBHTROSTBRÜCKE 4D-20457 HAMBURGGERMANYT. +49 40 43 13 49 0F. +49 40 43 13 49 49www.epea.com

Michael Braungartbraungart@epea.com