cradle to cradle: business strategy for the 21st century

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Michael Braungart's presentation from CBS Responsibility Day 2009

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  • 1.Cradle to Cradle SM :Business Strategy for the 21 stCentury Copenhagen Business School Prof. Dr. Michael Braungart Copenhagen, September 1st, 2009

2. Denmark Sams & Anholt, C2C-IslandsEU-project around water, energy and materials Danish Industry Industry Cluster investigating C2CCenter for Samfundansvar Developing CSR tools for small and medium companies that includes C2C Engineering companiesCOWI & Rambll promoting C2CLouisiana Museum of modern art is doing an exhibition on C2C architecture CRADLE TO CRADLE IN DENMARK 3. 4. 5. GUILT MANAGEMENT? 6. 7. 8. 9. 10. Something Awkward? 11. 12. CRADLE TO GRAVE DESIGN PARADIGM 13. Throw Away 14. 15. EMISSIONS GREEN AND SUSTAINABLE CHEMISTRY? 16. OFF GASSING: CD-PLAYER 17. OFF GASSING: COMPUTER MOUSE 18. PVC CRADLE TO GRAVE LIFE SPAN Dioxin Off-gas 19. THE PRODUCTION OF 1t OF COPPER CAUSES 600t OF WASTE 20. 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 recycled20 years after production
  • Decreasing tendency

21. URBAN MINING: HIGH COPPER CONTENT IN URBAN GROUNDS 22. PRECIOUS SLAG FROM WASTE INCINERATION

  • Incineration slag contains13,000 tonnes/aof copper (average Germany)
  • It is worth of$ 45 million per year(Price rate 2009)

23. 24. TOTAL BEAUTY 25. Just to be correct 26. CRADLE TO GRAVE DESIGN PARADIGM 27. ARE WE TOO MANY? No goal is more crucial to healing the global environment than stabilizing human population. Al Gore 28. ARE WE TOO MANY? 29. THE BIOMASS OF ANTS IS FOUR TIMES GREATER THAN THAT OF HUMANS 30. Eco-EfficiencyRearranging the deck chairs on the Titanic 31. The world will not evolve pass its current state of crisis by using the same thinking that created the situation. - Albert Einstein 32. CRADLE TO GRAVE : TARGET IS ZERO REDUCTION, AVOIDANCE,MINIMIZATION, PREVENTION. ECO-EFFICIENCY 33. ECO-EFFECTIVENESS CRADLE TO CRADLE: THE GOAL IS QUALITY ECO-EFFICIENCY DEFINE, INCREASE, SUPPORT,OPTIMIZE 34. CRADLE TO CRADLEDESIGN PARADIGM

  • WASTE EQUALS FOOD
  • USE CURRENT SOLAR INCOME
  • CELEBRATE DIVERSITY

35. PROGRESS OF QUALITY FROMCRADLE TO CRADLEWITH TIME ECO-EFFECTIVENESS WHERECLIENTSANDSUPPLIERS REGARD THEMSELVES ASPARTNERS , AIMING FOR THEHIGHEST QUALIT IES 36. Biological Metabolism Technical Metabolism 37. Biological Nutrient 38. CLIMATEX LIFECYCLE :BIOLOGICAL NUTRIENT FABRIC PRODUCTION FABRIC SALE AND USE DISPOSAL AND TRIMMINGS MULCH AND COMPOST RESOURCE GROWTH 39. TechnicalNutrient 40. STEELCASE:TECHNICAL NUTRIENT 32 seconds 41. TRIUMPH: TECHNICAL NUTRIENT SALE AND USE PRODUCTION POLYMERIZATION FIBER PRODUCTION UP-CYCLE 42. A PROPOSAL FOR COPPER AND OTHER RARE METALS Exploration Mining Concentration Cu-production Manufacturing Use used products Dismantling Sorting MOVING BEYOND TODAYS RECYCLING 43. CRADLE TO CRADLE and PHILLIPS 44. HOUSES LIKE TREESCITIES LIKE FORESTS 45. BUILDINGS LIKE TREES WILLIAM MCDONOUGH: HOUSES LIKE TREES, CITIES LIKE FORESTS FORD ROUGE CENTER ADAM JOSEPH SMITH CENTER FOR ENVIRONMENTAL STUDIES OBERLIN, OH 46. 47. AN EXAMPLEOF ACRADLE TO CRADLE SMPlatform 48. BENEFICIAL ECOLOGICAL FOOTPRINT 49. International Congress and ExhibitionforInnovation and Intelligent Design Join Us for the next Nutec, November 2010 FRANKFURT, GERMANY www.nutec.de//+49 69 75 59 99 NUTEC- Gateway to Industrial Change 50. CRADLE TO CRADLE: REMAKING THE WAY WE MAKE THINGS 51. EPEA INTERNATIONALE UMWELTFORSCHUNG GMBH TROSTBRCKE 4 D-20457 HAMBURG GERMANY T. +49 40 43 13 49 0 F. +49 40 43 13 49 49 www.epea.com Michael Braungart [email_address]