workshop 5 - sustainability marketing - albin kälin


Cradle to Cradle®

Wirtschaften in Kreisläufen

Event: Swiss New Marketing Forum 2012

Workshop 5: Sustainability MarketingMatthias Müller, Albin Kälin

EPEA Switzerland GmbHEPEA Switzerland GmbHEPEA Switzerland GmbHEPEA Switzerland GmbH

Albin Kälin CEO

Winterthur, 12. September 2012


EPEA: ENVIRONMENTAL PROTECTION ENCOURAGEMENT AGENCY

EPEA Switzerland GmbH implementiert mit einem erfahrenen Management Team Cradle to Cradle® Projekte in

allen Industrien in der Schweiz, Österreich und der Textilindustrie weltweit in Zusammen-arbeit mit EPEA Int.

EPEA Internationale Umweltforschung GmbHist ein unabhängiges Institut mit einem Team von internationalen, interdisziplinären Wissenschaftlern. Im Fokus ihrer Wissenschaft sind Stoffströme definierter Materialien nach dem Cradle to Cradle® Prinzip für alle Industriezweige. EPEA Gründung 1987 von Prof. Dr. Michael Braungart, dem früheren Leiter der Abteilung Chemie von Greenpeace. Finanzierung über Industrieprojekte, keine direkte Förderungen.

Wissens Treuhänder EPEA KernEPEA KernEPEA KernEPEA Kern----Kompetenzen:Kompetenzen:Kompetenzen:Kompetenzen:

1.1.1.1. MaterialMaterialMaterialMaterial BewertungenBewertungenBewertungenBewertungen2.2.2.2. SucheSucheSucheSuche vonvonvonvon MaterialalternativenMaterialalternativenMaterialalternativenMaterialalternativen3.3.3.3. FokusFokusFokusFokus IndustrieIndustrieIndustrieIndustrie MaterialMaterialMaterialMaterial StrömeStrömeStrömeStröme4.4.4.4. NetzwerkNetzwerkNetzwerkNetzwerk ManagementManagementManagementManagement5.5.5.5. LieferkettenLieferkettenLieferkettenLieferketten (Supply(Supply(Supply(Supply Chain)Chain)Chain)Chain) ManagementManagementManagementManagement6.6.6.6. PositionPositionPositionPosition:::: WissensWissensWissensWissens TreuhänderTreuhänderTreuhänderTreuhänder


EPEA SWITZERLAND TEAM

WienWienWienWien

LyonLyonLyonLyon

MilanoMilanoMilanoMilano

MünchenMünchenMünchenMünchenStuttgartStuttgartStuttgartStuttgart BrüsselBrüsselBrüsselBrüssel

BiarritzBiarritzBiarritzBiarritz

JapanJapanJapanJapan

Alpenländer


CRADLE TO GRAVE DESIGN PARADIGMA


INNENRAUMLUFTQUALITÄT FÜR UNSERE KINDER


IDENTIFIZIEURNG DER BESTEN MATERIALIEN: ABC-X KATEGORISIERUNG

OPTIMAL

OPTIMIERUNG

TOLERABEL

NICHT AKZEPTABEL

NICHT CHARAKTERISIERT

Cradle to Cradle®

Ziel: Die beste Qualität der Rohstoffe, Chemikalien, Inhaltstoffe


SCHLIESSUNG DER KREISLÄUFE: TECHNISCHE SYSTEME

Biologische Systeme – Design über das Produktdesign hinaus

REGENERATE

TAKE

MAKE

REGENERATE

MAKE

TAKE


SCHLIESSUNG DER KREISLÄUFE: TECHNISCHE SYSTEME

Technische Systeme – Design über das Produktdesign hinaus

REGENERATE

TAKE

MAKE

REGENERATE

MAKE

TAKE


CRADLE TO CRADLE® ZERTIFIZIERUNG: AKKREDITIERUNG STAAT KALIFORNIEN

20th May 2010 The Cradle to Cradle® Product Innovation Institute launches in California

“The time is now for us to go beyond simply being ‘less bad’ and to lead the world in the invention and innovation of ‘more good’ with Cradle to Cradle products and a prosperous Cradle to Cradle economy. Together, we will inspire and transform the world.” Governor Arnold Schwarzenegger


CRADLE TO CRADLE® NETZWERK PLATTFORM


CRADLE TO CRADLE® BEISPIELE, PRODUKTE, FALLSTUDIEN


BEKLEIDUNG: PUMA ENTWICKELT KOMPOSTIERBARE BEKLEIDUNG: 17. NOVEMBER 2011

Puma has been making some serious changes to its sustainability initiatives and has come out the front-runner in many areas. The company recently told Greenpeace that it would phase out all hazardous chemicals from its supply chain by 2020. Earlier this year, it was the first company to put a financial value on environmental impact.Unlike Patagonia which encourages its customers to buy less, Puma wants its clothes to be compostable. By closing the loop, the company hopes to reduce its impact and is confident that compostable clothes and sneakers will be the future. The company is also focusing on products that can be easily recyclable. The Guardian reports that Puma CEO, Franz Koch, explained that the company is working with its partners to develop products with a ‘cradle-to-cradle’ design. He elaborates that:Compostable clothing certainly is an innovative idea and one, if promoted by a major brand, that could soon become mainstream. Reusing and reducing are still the most important ideals in the sustainability trinity but as recycling is the third, it cannot be ignored. Although Koch did not specify when the company would launch these products, it is obvious from his statements that they could be ready for release in the near future. It would be interesting to see how the fabric tests out against athletic activity and also how compostable it will be for amateur gardeners. Imagine fertilizing your garden with athletic apparel? Welcome to the future!


• 2007 Project start: The frist steps to Cradle to Cradle®• 2008 Changing 25% Waste into Nutrients for other Industries• 2009 Product Lines Satino Certified Hand Towels Silver, Toilet Paper Silver• 2010 System integrated approach: Dispenser and Accessories Cradle to Cradle®• 2011 next steps: Certification of Dispenser and Accessories

PAPIER: VAN HOUTUM TOILETTENPAPIER


Alu 5 kg

Steel6 kg

Plastics3 kg

Fabrics0.6 kg

C2C Gold

TechnicalCycleAlu 5 kg

TechnicalCycleSteel6 kg

TechnicalCycle

Plastics3 kg

BiologicalCycleFabrics0.6 kg

C2C Gold

Material Values CHF 35 2010

Packaging (export)Transport

Reuse for new Products

Suppliers Upcycle Materials

DeassemblyMaterials Reuse

OrderrecallTransport to Giroflex

MaterialsPlastics, Metals, Fabrics

CoatingFoamingUpholstery

ChairAssembly+ RFID

USE 5-10 Years

BÜROMÖBEL: GIROFLEX «SWISS QUALITY»


BAUMATERIALIEN: MOSA FLIESEN

• 2008 Project start: 2008 Project start: 2008 Project start: 2008 Project start: The frist The frist The frist The frist stepsstepsstepssteps to to to to CradleCradleCradleCradle to to to to CradleCradleCradleCradle®®®®• 2009 2009 2009 2009 80%80%80%80% Product Lines Product Lines Product Lines Product Lines CertifiedCertifiedCertifiedCertified Wall Wall Wall Wall SilverSilverSilverSilver, , , , FloorFloorFloorFloor BasicBasicBasicBasic• 2010 2010 2010 2010 98%98%98%98% Product Lines Product Lines Product Lines Product Lines ReReReRe----CertifiedCertifiedCertifiedCertified Wall Wall Wall Wall SilverSilverSilverSilver, , , , FloorFloorFloorFloor SilverSilverSilverSilver• 2010 2010 2010 2010 nextnextnextnext stepsstepsstepssteps: : : :

---- ClosingClosingClosingClosing thethethethe LoopLoopLoopLoop: Trials : Trials : Trials : Trials diassemblediassemblediassemblediassemble tilestilestilestiles fromfromfromfrom buildingsbuildingsbuildingsbuildings and and and and cyclecyclecyclecycle in in in in manufacturingmanufacturingmanufacturingmanufacturing totototonewnewnewnew tilestilestilestiles

---- SearchingSearchingSearchingSearching forforforfor tilestilestilestiles adhesivesadhesivesadhesivesadhesives forforforfor wallswallswallswalls / / / / floorsfloorsfloorsfloors ((((easyeasyeasyeasy to to to to deactivatedeactivatedeactivatedeactivate afterafterafterafter 15 15 15 15 ---- 20 20 20 20 yearsyearsyearsyears))))


BAUMATERIALIEN: BAUFRITZ HOLZDÄMMUNG


Alu 5 kg

Steel6 kg

Plastics3 kg

Fabrics0.6 kg

C2C Gold

TechnicalCycleAlu 5 kg

TechnicalCycleSteel6 kg

TechnicalCycle

Plastics3 kg

BiologicalCycleFabrics0.6 kg

C2C Gold

Material Values CHF 35 2010

Packaging (export)Transport

Reuse for new Products

Suppliers Upcycle Materials

DeassemblyMaterials Reuse

OrderrecallTransport to Giroflex

MaterialsPlastics, Metals, Fabrics

CoatingFoamingUpholstery

ChairAssembly+ RFID

USE 5-10 Years

BÜROMÖBEL: GIROFLEX «SWISS QUALITY»


CradleCradleCradleCradle totototo CradleCradleCradleCradle® Produkteplattformen:® Produkteplattformen:® Produkteplattformen:® Produkteplattformen:

� MBDC Cradle to Cradle® Certified Products: MBDC Cradle to Cradle® Certified Products: MBDC Cradle to Cradle® Certified Products: MBDC Cradle to Cradle® Certified Products: http://c2c.mbdc.com/c2c/list.php?order=typehttp://c2c.mbdc.com/c2c/list.php?order=typehttp://c2c.mbdc.com/c2c/list.php?order=typehttp://c2c.mbdc.com/c2c/list.php?order=type

� Cradle to Cradle® Products Innovation Institute: Cradle to Cradle® Products Innovation Institute: Cradle to Cradle® Products Innovation Institute: Cradle to Cradle® Products Innovation Institute: http://c2ccertified.org/index.php/products/registryhttp://c2ccertified.org/index.php/products/registryhttp://c2ccertified.org/index.php/products/registryhttp://c2ccertified.org/index.php/products/registry

EPEA Switzerland GmbHSeestrasse 119CH-8806 Bäch / SZ

www.epeaswitzerland.com

workshop 5 - sustainability marketing - albin kälin

Business

cradle design

accessories cradle

cradle beispiele

cradle zertifizierung

prosperous cradle

epea grndung

zusammen arbeit mit

abcx kategorisierung