CRADLE TO CRADLE DESIGN

The Future of IndustryMichael BraungartTel-Aviv, IsraelDecember 10th, 2008

המכון לסביבה ועסקיםע"ש אלפרד אקירוב

CRADLE TO CRADLE IN ISRAEL

EMISSIONS

GREEN AND SUSTAINABLE CHEMISTRY?

SOURCE: Hamburger Umweltinstitut e.V.

BAD DESIGN: CHROMATOGRAM FOR CHILDREN‘S TOY

HEAVY METALS IN TOYS

Ham

bu

rger

Um

welt

In

stit

ute

מתכות כבדות בצעצועים

OFF GASSING: CD-PLAYER

OFF GASSING: COMPUTER MOUSE

OFF GASSING: SIEMENS VACUUM CLEANER After 15 minutes of Operation

OFF-GASSING OF WALLPAPER

OFF-GASSING OF CARPET

OFF-GASSING OF CARPET

A REVOLUTION BY INDUSTRY

המהפכה התעשייתית

A LINEAR MODEL OF PRODUCTION: FROM CRADLE TO GRAVE

CRADLE TO GRAVE DESIGN PARADIGM

CRADLE TO GRAVE DESIGN PARADIGM

ARE WE TOO MANY?

“We came up with the idea that... all these dangers are caused by human intervention... The real enemy, then, is humanity itself.“

-The First Global Revolution (1991). Club of Rome

ARE WE TOO MANY?

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

Al Gore

WELCOME TO THE PLANET?

ARE THEY TOO MANY ?

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

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

OPTIMAL

OPTIMIZING

TOLERABLE

NOT ACCEPTABLE

NOT CHARACTERIZED

IDENTIFY THE BEST: ABC-X CATEGORIZATION

ECO-EFFECTIVENESS

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

PROGRESS OF QUALITY FROM CRADLE TO CRADLE WITH TIME

In Israel:

The Shkedia

CRADLE TO CRADLE DESIGN PARADIGM

• WASTE EQUALS FOOD

• USE CURRENT SOLAR INCOME

• CELEBRATE DIVERSITY

9. Production / Implementation

8. Product design

7. Development of Positive Lists

6. ABC-X-categorization of ingredients with respect to criteria

5. Selection of criteria to be met by the product

4. Which metabolism: biological or technical?

3. Analysis of product utilization: consumption or service product?

2. How do we meet the customer‘s needs

1. What is the purpose of the Product

DEVELOPMENT OF A CRADLE TO CRADLE PRODUCT

Target

ASSESSMENT CRITERIA BY CRADLE TO CRADLE SCENARIO

Made from renewable resources

Consumption Productמוצר צריכה

Service Productמוצר שירות

Harmless to humans and the environment

Biological Cycle

Biodegradable

Resources

Use

Closing the

Cycle

Technical Cycle

Produced from renewable or non-renewable resources

Truely recyclable

Designed for disassembly

Harmless to humans and the environment, unless...

Biological Metabolism

Technical Metabolism

מעגל ביולוגימעגל טכני

BiologicalNutrient

CLIMATEX® LIFECYCLE™ : BIOLOGICAL NUTRIENT

FABRIC PRODUCTION FABRIC SALE AND USE DISPOSAL AND TRIMMINGS

MULCH AND COMPOSTRESOURCE GROWTH

THE FIRST CRADLE TO CRADLE TOWEL

Schlossberg‚Bonjour Sensitive‘

Blind Example Hexan Lab

ABWASSERAUFBEREITUNG IN ENTWICKLUNGSLÄNDERN

TRIGEMA BIODEGRADABLE T-SHIRT

NEW DIMENSIONS OF QUALITY FOR APPAREL GOODS- User’s Health - Safe for the Environment

MANUFACTURE BIODEGRADE

COMPOST

COTTON

RECOLLECTION

Technical Nutrient

MIRRA CHAIR- HERMAN MILLER: TECHNICAL NUTRIENT

PURCHASE AND USE

TAKEBACK

REPOLYMERIZATION

PRODUCTION TAKE-BACK

DISASSEMBLY

Design for Resurrection-Herman Miller Mirra Chair

RETURNITY: THE FABRIC OF MANY LIVES

TRIUMPH: TECHNICAL NUTRIENT

SALE AND USE

PRODUCTION

POLYMERIZATIONFIBER PRODUCTION

UP-CYCLE

Design for Reincarnation - Ford Model U

AUTOMOTIVE: FORD MODEL U

Nike

Sustainable Product Design Initiative

– Recyclability

– 100%-known composition

– Well-known or defined life cycle

– No health risk to the consumer

– Social equity in value chain

– No occupational health hazards

– Profitability

Nike’s Sustainable Product Design Initiative

SUSTAINABLE SHOE PROJECT TARGETS

„the waste is food principal is not just an idea of designing creation it is an idea of business... As we assemble new products thinking about how you can use products...for a certain lifetime and than have those raw materials turn into something else is a profit engine“.

-John Hoke

Vice President Global Foodwear Design, Nike

Carpets for cleaner indoor air.

SHAW CARPETS: TECHNICAL NUTRIENT

CARPET MANUFACTURE CARPET SALE AND USE RECOVERY AND GRINDING

FIBER PRODUCTION REPOLYMERIZATION NYLON 6

DESSO: FROM CRADLE TO CRADLE

DESSO – A CRADLE TO CRADLE COMPANY

BIOMASS NUTRIENT RECYCLING

The construction plan can be downloaded from www.hamburger-umweltinst.org

Improve fertility by treating wastewater

OIA INSTITUTO AMBIEANTAL LATIN AMERICA

• Soil recovery

• Nutrient recycling

• Energy from Biomass

• Social justice

• Economic profitability

www.oia.org.br/new/

DIAPERS: SUPERABSORBERS

MATERIAL FLOW MANAGEMENT

Design for reincarnation

Products beneficial for biosphere or technosphere

New business models (Take-back Systems, Service Products,…)

FROM A WASTE SERVICES PROVIDER TO RAW MATERIALS SUPPLIER

“For us Cradle to Cradle is not a new invention, it is more a recognition of existing activities and re-discovering what

our business is really about!”

“We embrace it and support it. In our opinion nutrients should not be wasted. We can give it a new lease of life.”

Ruud Sondag – CEO Van Gansewinkel Groep

COMPANIES COMMITED TO CRADLE TO CRADLE

THE NETHERLANDS A CRADLE TO CRADLE HOTBED

NUTEC 2008: BECOMING NATIVE TO THE PLANET

International Congress and Exhibition for Innovation and Intelligent Design

12. - 14. November 08‘

WE WOULD LIKE TO INVITE YOU TO NUTEC 2009!

www.nutec.de +49 69 75 –59 99

November 2009

International Congress and Exhibition for Innovation and Intelligent Design

FRANKFURT, GERMANY

Becoming native to placeBecoming native to the planet

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

תודה על ההקשבה !