sustainable brands 2010 workshop "sustainability leadership : the making, marketing and...
DESCRIPTION
For those who couldn't attend our Sustainable Brands 2010 workshop, we're offering up some of the slides from our presentation, "Sustainability Leadership: The Making, Marketing and Thinking Behind Cradle to Cradle Products," to further share the insights and best practices in Cradle to Cradle product marketing.TRANSCRIPT
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Sustainability LeadershipThe making, marketing & thinking behind Cradle to Cradle products
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Cradle to Cradle®
Sustainable Brands 2010June 7th 2010
Cradle to CradleSM is a service mark of MBDC.
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MBDC Overview• MBDC is McDonough Braungart Design Chemistry• Product and process design firm founded in 1995• Core staff of ~15, located in Charlottesville, VA• Established network of partners and affiliates• Project teams staffed with engineers, basic scientists,
toxicologists, info technology experts and business strategists
• Dedicated to revolutionizing the design of products and services worldwide
• Originators of the Cradle to Cradle philosophy and certification program
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“Design Chemistry”
• True merger of Chemistry and Design• Achieving the highest standards of design• Beginning with a scientific understanding of
the basic chemistry of materials, products and processes
• Developing and implementing solutions to foster profitable and regenerative systems
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• What is Cradle to Cradle® Design?• What is the Cradle to Cradle® Certification
Program?
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DESIGNTHE FIRST SIGNAL OF HUMAN INTENTION
WHAT IS OUR INTENTION AS A SPECIES?
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What is this?
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Tires!
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Children’s Toys – Polly Pocket
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Polly Pocket GC/MS Chromatograph
SOURCE: EPEA Internationale Umweltforschung GmbH
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Pacific Gyre
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Tragedy
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DESIGNTHE FIRST SIGNAL OF HUMAN INTENTION
WHAT IS OUR INTENTION AS A SPECIES?
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Traditional Product Design
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Manufacture
UseGraveCradle
Cradle to Grave Product Life Cycle
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Ecological &Social Damage
Time10%
100%
Pollution
Workplace hazards
Global warming
Social deterioration
Liability exposure
Eco-efficiency
Minimizing Negative Impact
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“Being less bad is not being good”
- William McDonough
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OPTIMAL GOAL
Company Flight Plan
Projects
Future
Projects That Minimize
TimePresentS
take
hold
er V
alue
Sha
reho
lder
Val
ueEco-efficiency is Insufficient
©2004, MBDC
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OPTIMAL GOAL
©2004, MBDC
Company Flight Plan
Projects
Future
Projects That Minimize
Projects That Optimize
TimePresentS
take
hold
er V
alue
Sha
reho
lder
Val
ue
Leadership
Charting an Optimal Course
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Cradle to CradleSM is a service mark of MBDC.
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Design AssignmentDesign a product that does the
following:• Sequesters Carbon• Makes Oxygen• Changes color with the
seasons• Fixes nitrogen• Provides habitat• Self-replicates
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• Nature focuses primarily on effectiveness (pursuing the most valuable end)– Then it may be efficient– Abundance, instead
of minimization only• Eco-effectiveness
embraces nature’s design principles
Design Modeled on Nature
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Natural Cycles
Biology 101
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Emulating Natural Cycles
BiologicalNutrients
TechnicalNutrients
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Biological Metabolis
m
Technical Metabolis
m
Two Metabolisms
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Safe, healthy ingredients
Product design for recyclability / compostability
Systems for complete recycling / composting
Reorient design principles
Nested, Interdependent Metabolisms
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Waste equals food
Cradle to Cradle Design Principles
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Waste equals food
Use current solar income
Cradle to Cradle Design Principles
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Waste equals food
Use current solar income
Celebrate diversity
Cradle to Cradle Design Principles
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Cradle to Cradle Design Principles• “Waste equals food”
– Material life cycles safe for human health & environment– Safely cycled, perpetually: recyclable, DfD, recovery system– Materials & products continually reused
• “Use current solar income”– Power with renewable energy
• “Celebrate diversity”– Human rights, including future generations– Ecological rights– Water use & water quality– Not one-size-fits-all solutions
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Manufacture
UseGraveCradle
Cradle to Grave Product Life Cycle
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Future Design ParadigmCradle
Cradle
Materials safe for human and ecological health
Safely cycled, perpetually
Manufactured with renewable energy
Respectful of watershed
Socially responsible
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Cradle to Cradle® Certification
Cradle to CradleSM is a service mark of MBDC.
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Cradle to Cradle Certification
Cradle to Cradle CertifiedCM is a certification mark of MBDC.
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Overview
• Private Eco-Label• Applicable to all industry sectors• Applicable to materials, sub-assemblies
and finished products• Part of EPA’s Environmentally Preferable Purchasing program• Not binary “pass/fail” – 4 levels of achievement• Focus is on continuous improvement• Annual renewal
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Certification Stats
• Launched in October of 2005• Over 100 Manufacturers Participating• ~350 Certified Products• Grown by ~50% over the past 12 months• Version 3.0 revision underway
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1.0 Materials
2.0 Material Reutilization/DfE
3.0 Energy
4.0 Water
5.0 Social Responsibility
Cradle to CradleCertifiedCM Product
• Platinum • Gold• Silver• Basic
• Combination of product metrics & company metrics
• Intention: spur innovation & ongoing optimization
Certification Criteria
Cradle to Cradle CertifiedCM is a certification mark of MBDC.
S
G
P
B
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1.0 Material Health
Priority Criteria• Carcinogenicity*• Disruption of Endocrine
System*• Mutagenicity*• Reproductive Toxicity*• Teratogenicity*
* Known or suspected in humans and/or animals
Additional Criteria• Acute Toxicity• Chronic Toxicity• Irritation of Skin/Mucous
Membranes• Sensitization• Other (e.g., skin penetration
potential, flammability, etc.)
The materials used in product development are assessed based on a specific set of human and environmental health criteria
HUMAN HEALTHHUMAN HEALTH
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1.0 Material HealthENVIRONMENTAL HEALTHENVIRONMENTAL HEALTH
• Aquatic Toxicity– Fish Toxicity– Daphnia Toxicity– Algae Toxicity
• Bioaccumulation (BCF, log Kow)• Climate Impact/Ozone Depletion Potential• Content of Halogenated Organic Compounds (AOX)• Persistence/Biodegradation• Toxic Heavy Metal Content• Other (e.g., Water Danger List, Toxicity to Soil Organisms, etc.)
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2.0 Material Reutilization…design with the end in mind
• Design that is truly reusable• Biological nutrients – safely returned
to the earth• Technical nutrients – unending reuse• Truly closed loops
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3.0 Energy• What is the energy intensity of a material’s or product’s creation?
• What is the quality of energy required for its creation?
• What energy sources are used in its creation, distribution, use, and value recovery processes? (Renewables vs. non-renewables.)
• What is your plan for supplying all production energy needs from renewables?
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4.0 Water• Water stewardship
• Recognize water flows
• Water conservation initiatives
• Improve the quality of water discharges
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5.0 Social Fairness• Corporate ethics
• Fair labor
• Self assessment
• Making a difference
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Summary of Certification Levels
BASIC• All materials inventoried and assessed• No “Black List” substances present• Must be developing strategy to phase out problematic
substances• Defining product for BN/TN
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Summary of Certification Levels
SILVER• Does NOT mean material chemistry fully optimized• Must have strategy/timeline for optimizing problematic
chemicals• Beginning to develop strategy for recovering/cycling product• Understand energy footprint and have strategy to increase %
of renewables• Water stewardship and social fairness policies publicly
available
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Summary of Certification Levels
GOLD• Product chemistry optimized• Manufacturer playing larger role in product recovery/cycling• Energy for final assembly/manufacture at least 50%
renewable• Water audit done on manufacturing facility(ies)• Fair labor self audit
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Summary of Certification Levels
PLATIUM• Material chemistry fully optimized• Product recovered and recycled/remanufactured into product
of equal or higher value• Total energy footprint of product at least 50% renewable• Innovations around water use/quality of discharge• Third party social accreditation – all suppliers meet Silver level
social equity criteria
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Surfboard wax
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“Consumers will not see any change in price, service or convenience. The switch to the high quality materials was cost neutral.”“U.S. Postal Service: Delivering a Green Message” (press kit, 2007)
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Biodegradable liquid body cleanser
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Further Information and Application Forms
www.c2ccertified.com
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We do not inherit the earth from our ancestors,
We borrow it from our children