CRADLE TO CRADLE DESIGN INNOVATIONS – TOWARDS A CYCLE ECONOMY

EPEA Int. Umweltforschung GmbHAlbin Kälin Geschäftsführer CEOD-HamburgMaastricht UniversitySustainable Entrepreneurship and Cradle to Cradle27. November 2008

MISSION: DEVELOP CRADLE TO CRADLE SOLUTIONS

Investigates and optimizes products and material flows

Develops alternatives to materials that are harmful to human and environmental health

Develops service concepts

Privately-held, internationally operating consulting and research company in Hamburg

Founded in 1987 by Prof. Michael Braungart, former head of Chemistry Division of Greenpeace

Multidisciplinary team of about 20 scientists and industry consultants

STRUCTURE

EPEA: ENVIRONMENTAL PROTECTION ENCOURAGEMENT AGENCY

Patriotische Gesellschaft, founded 1765

EPEA‘s NEW HOME AUGUST 2007

EPEA´S FOCUS

Products

CosmeticsTextiles / CarpetsClothing / AccessoriesPackagingPaper and PrintingShoes / Leather ProductsToysHome Appliances / Furniture

Services

IndustryTourismAgricultureMobilityFinanceLogistics

CRADLE TO CRADLE DESIGN AND SUPPLY CHAIN MANAGEMENT

CRADLE TO CRADLE DESIGN AND SUPPLY CHAIN MANAGEMENT

EPEA: Core-Competences:

• Material Assessment• Material Alternative Research• Network Management Know-How Trustee

CRADLE TO CRADLE CERTIFICATE

Company

Product

Victor Inovatex: Gold

Tartan Track: Silver

Shaw Eco Worx Tile: SilverMirra Chair: Silver/Gold

Steelcase Workstation: Silver

Timber Sil WoodTreatment agent:Silver

EXAMPLES FOR CERTIFICATIONS (MBDC)

An industry changing collaboration!!

• Knowledge base for information about new and innovative materials

• Innovative materials libraries

• Scientific approaches to develop new materials and products

CRADLE TO CRADLE MATERIAL AND PRODUCT PLATFORM

CRADLE TO CRADLE MATERIAL AND PRODUCT PLATFORM

The Library

Nutec: Congress and Exhibition for Innovation and Intelligent Product Design

November 12-14, 2008FRANKFURT, GERMANY

www.messefrankfurt.com // +49 69 75 –59 99

CRADLE TO CRADLE EXHIBITION AND CONGRESS PLATFORM

ARE THEY TOO MANY ?

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

CRADLE TO GRAVE DESIGN PARADIGM

ENVIRONMENTAL DISASTERS

cyclohexanon alkyl aromatics

2-ethylhexanol

BAD DESIGN OF TOYS: TOXIC GASEOUS EMISSIONS...

HEAVY METALS IN TOYS

Ham

bu

rger

Um

welt

In

stit

ute

ENVIRONMENT AND QUALITY

30 YEARS OF ENVIRONMENTAL DISCUSSION

OPPORTUNITIES FOR COMPANIES

CHANGE THE FOCUS TO PRODUCT QUALITY

CRADLE TO CRADLE DESIGN PARADIGM

• WASTE EQUALS FOOD

• USE CURRENT SOLAR INCOME

• CELEBRATE DIVERSITY

Regenerate

Regenerate

Take

MakeMake

Take

DESIGN BEYOND PRODUCT DESIGN – BIOLOGICAL SYSTEMS

DESIGN BEYOND PRODUCT DESIGN - TECHNICAL SYSTEMS

Regenerate

Regenerate

Take

MakeMake

Take

ECO-EFFECTIVENESS

CRADLE TO CRADLE : THE GOAL IS QUALITY

ECO-EFFICIENCY

DEFINE,INCREASE,SUPPORT, OPTIMIZE

OPTIMAL

OPTIMIZING

TOLERABLE

NOT ACCEPTABLE

NOT CHARACTERIZED

IDENTIFY THE BEST: ABC-X CATEGORIZATION

ECO-EFFECTIVENESS

CLIENTS AND SUPPLIERSARE REGARDED AS PARTNERS FOR A QUALITYTO REACH.

PROGRESS OF QUALITY FROM CRADLE TO CRADLE WITH TIME

CLIMATEX® LIFECYCLE™: BIOLOGICAL NUTRIENT

ABWASSERAUFBEREITUNG IN ENTWICKLUNGSLÄNDERN

TRIGEMA BIODEGRADABLE T-SHIRT

NEW DIMENSIONOF QUALITY FORAPPAREL PRODUCTS

- User´s Health - Safe for the Environment

MIRRA CHAIR - HERMAN MILLER: TECHNICAL NUTRIENT

SHAW CARPETS: TECHNICAL NUTRIENT

A PROPOSAL FOR COPPER : BRAND „ECOEFFECTIVE COPPER INSIDE“

Exploration

Mining

Concentration

Cu-production

Product manufacturing

Use

Collection of used products

Dismantling

Sorting

EDTA ALTERNATIVE: BAYPURE®

BAYPURE®

• Non toxic and easily biodegradable

• Can replace EDTA in a variety of applications

EPEA:

- Assessment of relevant environmental qualities for BAYPURE®

- Promotion for BAYPURE®

- Defining Materials Pooling for Chemicals

Cradle to Cradle Business Strategy

• INNOVATION– Innovation and Leadership are the only Survival Strategies– Changing the Industry– Example Textile and Apparel Industry

TEXTILE INNOVATIONS CASE STUDIES: BIODEGRADABLE TOWLES, BATHROBES

TEXTILE INNOVATIONS CASE STUDIES: BIODEGRADABLE SEWING YARNS

TEXTILE INNOVATIONS CASE STUDIES: BIODEGRADABLE BUTTONS

TEXTILE INNOVATIONS CASE STUDIES: BIODEGRADABLE ZIPPERS

TEXTILE INNOVATIONS CASE STUDIES: BIODEGRADABLE SPANDEX YARNS

TEXTILE INNOVATIONS CASE STUDIES: BIODEGRADABLE SHIRTS + BLOUSES

TEXTILE INNOVATIONS CASE STUDIES: BIODEGRADABLE SPORT OUTDOOR

TEXTILE INNOVATIONS CASE STUDIES: BIODEGRADABLE CI SUITS + DRESSES

TEXTILE INNOVATIONS CASE STUDIES: BIODEGRADABLE SOCKS

TEXTILE INNOVATIONS CASE STUDIES: BIODEGRADABLE LABELS

TEXTILE INNOVATIONS CASE STUDIES: BIODEGRADABLE UNDERWEAR

TEXTILE INNOVATIONS CASE STUDIES: BIODEGRADABLE STOCKINGS

TEXTILE INNOVATIONS CASE STUDIES: BIODEGRADABLE MEDICAL APPLICATIONS

TEXTILE INNOVATIONS CASE STUDIES: BAGS

TEXTILE INNOVATIONS CASE STUDIES: SHOES

DESIRABLE ECOLOGICAL FOOTPRINT – BUSINESS SERVICE CONCEPTS

German Federal Parliament, September 2004

BUSINESS SERVICE CONCEPTS IN CRADLE TO CRADLE DESIGN

Cradle to Cradle Design leads to new Business Service Concepts

• Values of Materials• Customer Relations• Leasing, Renting instead of

Selling

Customer Relations

• Business to Customer Network• Customer linked to Business• Sharing common Values• Beneficial Business,

Environment, Sozial Aspects

Values of Materials

• Closing the Material Loop• Design, Engineering Products• Manufacture Products• Marketing of Products• Take Back Concepts

Leasing, Renting instead of Selling

• Service Values• Values over lifetime• Financing • Technical Investments

COMPETITION OF STRATEGIES: ECONOMICAL CYCLES

MRCosts for

Maintenance of status of Resources RR

Costs for Replacementof Resources

DRCosts for

Destructionof Resources

Design of the situation: Costs MR < Costs DR + RR

<

HERMAN MILLER MIRRA CHAIR: TECHNICAL NUTRIENT

Strategy 1:

The leasing systemHow to re-use a chair

• 3 year lease

• take back system

• repolymerize materials making endless lifecycles a reality

ROHNER CLIMATEX® LIFECYCLE™: TECHNICAL NUTRIENT

Strategy 2:

The additional revenueHow previouswaste transfers intoa new product

• Felt generates cash value

SHAW CARPETS: TECHNICAL NUTRIENT

Strategy 3:

The redemption systemHow to make it easy for the customer

• 800 Phone Number on the back of the carpet

• Take Back Warranty

• Network Business to Customer reinforced

FORD MODEL U: TECHNICAL NUTRIENT

Strategy 4:

The framework systemHow to improveproduct quality every100 000 kilometers

• Leasing Concept

• Business benefits

• Cycles

• Value of Rawmaterials

• Concept Endless Material

TRIGEMA BIODEGRADABLE T-SHIRT: BIOLOGICAL NUTRIENT

NEW DIMENSIONOF QUALITY FORAPPAREL PRODUCTS

- User´s Health - Safe for the Environment

Strategy 5:

The refund systemHow to reward the customer

• 1 € for a used T-Shirt

• Business to Customer Relation Network

TEXTILE INNOVATIONS CASE STUDIES: BIODEGRADABLE UNDERWEAR

Strategy 6:

The emotional issueReasons to rather decide for biological cycles?

• Safe for biological cycles

• Safe for humans health

• Take back to store?

• Establish Business to Consumer Relation

Person

EPEA INTERNATIONALE UMWELTFORSCHUNG GMBHTrostbrücke 4D-20457 HAMBURGGERMANYT. +49 40 43 13 49 0F. +49 40 43 13 49 49