Cradle to Cradle Principles & Area Development

Cradle to Cradle Chair for Innovation and Quality

Cradle to Cradle®
Principles & Area Development

Diana den Held
@ RSM SEMINAR
C2C Practical Applications in Area
Development
29 October, 2012

© 2009 - 2012 Diana den Held - Gevleugelde Woorden

Cradle to Cradle® Chair Team

Chair holder
Prof. dr. Michael Braungart
Katja Hansen Marleen Lodder Douglas Mulhall

© 2012 Diana den Held - Gevleugelde Woorden

Diana den Held

Strategist - Gevleugelde Woorden

Advisor for prof. dr. Michael Braungart since 2008
Implementation Cradle to Cradle®

Senior Researcher Cradle to Cradle Chair for Innovation and Quality
RSM - Department of Decision and Information Sciences

Book "Inspired by Cradle to Cradle; C2C practice in education"


This book was financed by the Dutch government

“LvDO” is financed by the
Ministry of Housing, Spatial Planning and the Environment;
Ministry of Foreign Affairs/Development Co-operation;
Ministry of Agriculture, Nature and Food Quality;
Ministry of Economic Affairs and Energy;
Ministry of General Affairs;
Ministry of Transport, Public Works and Water Management;
Ministry of Education, Culture and Science;
and by all the provinces.
The District Water Boards are also involved in the program.

Hiteq is financed by the
Ministry of Education, Culture and Science.


Due to recent developments,
I’m changing the main topic of my speech

C2C Principles and Area Development


All my (earlier) presentations can be found on
Slideshare

http://www.slideshare.net/gevleugeld


Cradle to Cradle basic DESIGN principles

1. Waste equals Food
(Nutrients are Nutrients)

2. Renewably sourced energy

3. Actively support diversity


Waste equals Food

Picture: Cow on Waste, Dhaka, Brunopress Picture: Designboom, Joeke
Beenhakker + Breg Hanssen


Quality problem:
people start calling every re-use of about anything C2C

This is becoming a Crap in – Crap out principle


Important to distinct: Bio- en Technosphere

Source: EPEA/HUI


Tool: ABC-X - Human Health Criteria

• •
• •
• •
• •
• •

Source: EPEA, C2C certification criteria 2.1.1


Tool: ABC-X - Environmental Health Criteria

•
•
•
•
•
•
•
•
•
•

Source: EPEA, C2C certification criteria 2.1.1


Tool: ABC-X

OPTIMAL

OPTIMIZING

TOLERABLE

NOT ACCEPTABLE

NOT CHARACTERIZED

Source: EPEA


Design Principles Business Case: Steelcase

In 2006 launched the first
C2C product ever:
the Think Chair.

Several design awards.

In 2009 sales had increased
with 20%
= $ 500 Million.

(Publicly mentioned by Serena Borghero in 2009 in Sweden.)


There’s more to it, than the 3 C2C basic design principles


C2C organizational Charter – Guiding Principles

The organization will:

Make sure technical and biological nutrients become safely
reusable nutrients.
Measurably use renewable energy for its products and processes
via KPI‟s. Examples of renewable energy include solar thermal,
ground based and air-based heat exchange, wind, biomass, hydro
and, photovoltaic.
Actively and measurably support biodiversity according to well-
established biological tools for measuring species diversity.
Have clear intention to purchase or lease all products and services
used in the organization (amongst others: office supplies,
equipment and maintenance) according C2C criteria.

(Charter is signed by a.o. van Houtum, Mosa and Desso.)


C2C Area Development Principles


The Hannover Principles (written in 1992)

Source: Michael Braungart


Floriade Venlo Principles (written in 2007)

Our mission is to use our Cradle to
Cradle framework as an engine for
innovation

Our Cradle to Cradle framework
means:

We are native to our place
Our waste = food
Sun is our income
Our air, soil, and water are healthy
We design enjoyment for al
generations

Our goal is a delightfully diverse,
safe, healthy and just world, with
clean air, water, soil, and power –
economically, equitably,
ecologically and elegantly enjoyed.

The Almere Principles (written in 2008)

1. Cultivate diversity
2. Connect place and context
3. Combine city and nature
4. Anticipate change
5. Continue innovation
6. Design healthy systems
7. Empower people to make the city



Different Area’s require different Principles

Venlo Carnaval Picture: Pieter Herngreen Defqon Festival Almere


Mumbai


Jakarta


Cultural diversity…


How to get to context specific Principles?


Economy – Equity – Ecology  Triple Top Line

100

80

60
Economy
Equity
40
Ecology

20

0
"current" C2C
-20


How either/or should this be?

Picture: Diana


Open for discussion: Steps C2C area development

State ambitions, including a time frame (like: 2020)
– based on the Triple Top Line
↓
Define and publish Context Specific C2C Principles
– incorporating the 3 basic C2C Design principles
↓
Define measurable goals
↓
Develop and publish roadmap and sub-roadmaps
↓
You & your partners know exactly which steps you want to take tomorrow
to reach your C2C ambitions


Contact

Diana den Held
Academic Chair „Cradle to Cradle for Innovation and Quality‟

Rotterdam School of Management - Erasmus University
Decision and information Sciences

Burgemeester Oudlaan 50
T Building, Room 9-44
3062 PA Rotterdam, The Netherlands

Tel: +31 10 408 2277

dheld@rsm.nl
held@braungart.com


Cradle to Cradle Principles & Area Development

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