I2SD Final-Project-slideshow - Fall 2012

MCAD
SDO - Fall 2012
Introduction to Sustainable Design
Final Project
Mauricio Rodríguez

Applying sustainability in the making of products:

“From A to B, to C...
HOW TO MAKE THE MOVE?”

Introduction

What we (almost) all want:
“A delightfully diverse, safe, healthy and just
world. With clean air, water, soil and power.
Economically, equitably, ecologically and
elegantly enjoyed.”
(Cradle to Cradle’s main goal)

Introduction

But, with the actual way we use natural resources,
transform them into products and sell them in a
globalized market, How can we make this
POSSIBLE?

Introduction

...Creating sustainable solutions that integrate
Social, Environmental and Financial issues and
consider users as real people, with particular needs.

SOCIAL

ENVIRONMENTAL FINANCIAL

Introduction

To make this happen, we need to change the traditional
way we make, sell, consume and dispose things.

Introduction

From Cradle to Grave...

"The design goals of early industrialists were quite specific,
limited to the practical, profitable, efficient, and linear.

[...]

At its deepest foundation, the industrial infrastructure we
have today is linear: it is focused on making a product and
getting it to a customer quickly and cheaply without
considering much else.”

("Cradle to Cradle" by W. McDonough & M. Braungart.)

Introduction

We must adopt a holistic perspective from which we
synchronize our production with environmental cycles,
allow ecosystems to regenerate themselves and eliminate
waste and toxic materials...

From Cradle to Cradle!

Introduction

Companies and societies must be able to shift swiftly from
a traditional, linear way of functioning to more
sustainable and responsible methods of production. We all
can help by changing our practices and adopting new
sustainable ways of producing and consuming.

Political &
Designer Environmental
Leaders

Entrepreneur

Consumers

Manufacturer

Framework for sustainable production/consumtion

Introduction

Financial issues are critical to any business. It might seem
difficult for companies to adopt sustainable practices in a
competitive and efficiency-centered world. However, there are
new but robust frameworks that can help organization take the
next step in sustainability without compromising the financial
wellbeing, such as “B Corporation” and “Cradle to Cradle”:

Core Components

From A to B... Becoming a B Corporation
-Certified B Corporations are a new type of corporation which uses the
power of business to solve social and environmental problems.

-B Lab, a nonprofit organization, certifies B Corporations, the same way
TransFair certifies Fair Trade coffee or USGBC certifies LEED buildings.

-In 2007, B Lab initiated a certification system for companies that were
interested in distinguishing from “regular” companies by adopting a set of
transparent, comprehensive and comparable standards.

-All B Corporations are purpose-driven and create benefit not just for
company owners, but for employees, the community, and the environment.

-B Corporations embed their values into the corporate governing
documents so they can survive new investors, new management and even
new ownership.

Source: www.bcorporation.net

Core Components

From A to B... Becoming a B Corporation
-In order to get the B Corp certification, a company must be fully operating
for at least 6 months. This certification applies to both large and small
organizations (even businesses with less than 10 employees).

-A Benefit Corp is a state government legal corporate structure required by
law to create general benefit for society as well as for shareholders.

-Benefit Corp status is currently only available in California, Hawaii,
Maryland, New Jersey, Vermont and Virginia.


Core Components

From A to B... Becoming a B Corporation: Case Study
In the skateboard industry, companies like Comet Skateboards,
from Ithaca, NY are taking the next step in sustainability while
keeping a succesfull business.

"Comet Skateboards builds high performance skateboards in Ithaca, NY using environmentally
and socially responsible materials and practices. This company does more than build the
average deck for tricks and turns. Built out of environmentally safe materials, these boards
reduce a buyer’s carbon footprint with every purchase. Comet Skateboards reduces its
environmental impact while still providing a source of entertainment for skaters everywhere.”
Jason Salfi (Co-Founder and President)

Core Components


Founded in 1997, It used to be based in Oakland, Calif.
and they had to be transporting hardwoods from the
North-East to California.

"In the beginning, Comet skateboards were cut using a jigsaw and shaped with a hand router at our space
South of Market in San Francisco. These shapes were derived from the clean lines of early surf boards.
Jason Salfi (Co-Founder and President)

Core Components

Around 2005, the founder, Jason Salfi, read a paper by a
professor at Cornell University that talked about a soy-based
resin that could work as a replacement to fiberglass.Within
months they ended up moving the facility to Ithaca, NY

"Comet moved its facility to the east coast to be within the shortest possible radius from where
our wood is harvested. This allows us to lower the milage that our materials travel, thus
conserving thousands of gallons of fuel and lowering our carbon footprint. Being close to our
suppliers creates a connection that allows us to work on custom formulations and forestry
techniques that ensure generations of trees in the future and a healthy forest."
Bob Rossi (Engineer at Comet Skateboards).

Core Components

Since the beginning, Salfi had a strong vision of growing Comet as a
more socially and environmentally sustainable skateboard brand.
The development strategy was articulated around these five areas:

Local Materials
-All materials are sourced and -FSC certified wood and rubber.
made regionally strengthening -Use of the safest and strongest
local economies. glues, paints, and inks
-40%+ of expenditures directed available today.
towards local suppliers -Formaldehyde-free glue.
-water-based coatings and inks.
-high-performance e2e
biocomposite technology.

Community
Durability
-Interaction with the local
skate scene and community.
and performance
-30% of employees from -Pressed one at a time with
low-income communities durable, people and planet safe
-50% of employee health glue.
insurance premiums paid by -Precision cut on a CNC router
company guaranteeing perfect hole
-Never put profit above people patterns and fluid organic
and planet. shapes.
-Air bladder sanders keep the
precise shape while edges are
hand-buffed to create smooth
Waste rails.
-Wood waste used to heat their -The boards are more durable
facility. compared to conventional hard
-Off-cuts from the rectangular edge boards. Smooth curves
blanks used for making cutting hold up to impacts stronger."
boards and other products.

Core Components

In 2011, Comet became a B Corporation to join a community
of like minded businesses that aim to integrate the DNA of
business with the vision on which triple bottom line
companies were founded.


“In the action sports arena, Comet is an undisputed leader in social and environmental responsibility. Our
B Corporation status shows our commitment to these principles. All B Corporations are purpose-driven
and create benefit not just for company owners, but for employees, the community, and the environment.”
Bob Rossi (Engineer at Comet Skateboards).

Core Components


-Comet Skateboards reduces its
environmental impact while still
providing a source of entertainment
for skaters everywhere.

-Their products are shipped all over
the world and are used by thousands
of skaters, from professional to
amateur riders.

-Being a B Corporation has helped
them differentiate their brand in
terms of real commitment with
environmental and social issues.
Comet is today one of the most
appreciated longboard brands in the
world.

Source: www.wheelbasemag.com / Photo: Marcus Bandy

Sustainability Challenge

The Sustainability Challenge: From B to C...
-Getting the Cradle to Cradle Certification-

The next step: Comet Skateboards is committed to eliminating waste
through “closed loop” manufacturing as outlined by the Cradle to
Cradle® framework, which considers the full life cycle of a product from
the design phase to what happens at the end of a product’s life.


The Cradle to Cradle Certified program represents one of the broadest
and most comprehensive environmental and social certifications
available for products. The evaluation process looks at the complete
impact of a product from the moment it is created to the time when
its use is over. Comet Skateboards has committed to the process of
becoming Cradle to Cradle Certified CM in 2012 and continuing on the
path to obtaining the platinum level in the future.

Source: www.c2ccertified.org


The Cradle to Cradle Products Innovation Institute supports
organizations that are looking to make safe and healthy products for
consumers. Currently, more than 400 products have been certified.
Products that meet the criteria of the Institute’s rating system
receive the Cradle to Cradle CertifiedCM marks.

It is a strong tool for integrating waste and food (or nutrients) into the
production process with the purpose of eliminating toxicity and
improving the energy exchange.

Criteria for certification :

Source: www.c2ccertified.org



The Planet Comet Skateboards’ mission is environmentally
based: to make light, strong and fast skateboards,
affordably, with cutting-edge materials in the most
sustainable way possible.

The company’s goal is to eliminate the concept of
waste altogether and to create high-performance
skateboarding products in a perpetual biological cycle
that feeds the earth or the next generation of
products.


51% office supplies from recycled materials
>50% of energy from renewable sources



The Planet Comet uses natural materials including FSC-certified
hardwoods, water-based paints, and zero
formaldehyde glues that can safely biodegrade or be
reused at the end of the skateboards use.

Along with using ecological materials, the
manufacturing process is transitioning to use only
renewable energy sources and regional supply chain
systems.


"Since their materials are ecologically safe, they recycle or
compost nearly all of their scraps which fertilize gardens, heat
homes, make bonfires, serve as media for works of art, etc."



The People Products are safe for people -both employees and
consumers- as no toxic materials are used for its
construction.

Ithaca it's a small town and they have been
interacting with the local skate scene and
community. They are committed to being a "Good
Business" and that means a good Neighbor. They have
a commitment for businesses being a force for
positive change.

Source: www.cometskateboards.com



The People >30% of employees are from low-income
communities.

>75% of employees participate in company-wide
service days; all employees paid living wage.

>50% of employee health insurance premiums paid
by company.




Profit B Corp and C2C certification differentiates Comet
from competitors and enhances brand value and
reputation.

The effort and results of developing sustainable
skateboards translates to longer lasting pop,
stiffness, and thus happier Skateboarders skating
Comet Skateboards.

Comet has now added a half dozen new skateboard
shapes to their already diverse lineup, which includes
street decks, pool decks, freeride decks, longboards,
cruisers, and speed boards.




Profit All products are high performance yet affordable and
durable.

Comet boards are carried by specialized shops and
distributors all over the world.

Comet ranks among the top five skateboard
manufacturers on popularity and sales (according to
Concrete Wave Reader’s Choice Awards 2012).




Source: www.concretewavemagazine.com


Comet Skateboards is finishing the Cradle-to-Cradle certification in
2012 for their skateboard decks.

They keep working in continuing on the path to obtaining the
platinum level in the future.

They are devoted to creating standards for other businesses to follow
in order to make this world a better place.

Example Product Scorecard. Source: www.c2ccertified.org

Strategic recommendations

Bringing this certification to scale:
the colombian context

Manufacturing
process in
North America

Raw Materials
and components
made in China

Importing,
distribution
and retail sale
in Colombia

Skateboarding and specially longboarding is a rapidly expanding
market. It’s growing at an exponential rate specially in developing
countries in South America, where it has found a fertile ground in
crowded cities such as Buenos Aires (Argentina), Rio de Janeiro
(Brazil) and Bogota (Colombia).



Materials and skateboard products must travel long distances before they
make it to the final customer in Colombia. This increases retail prices and
carbon footprint because of the long distance shipping.


How can we learn from the Comet experience and apply the principles
from both frameworks to the colombian context in order to create local
skateboards in a more sustainable way?



Energy
-Renewable energy sources.
-Regional supply chain systems.
ENVIRONMENT -Colombia is a tropical country,
solar energy could be used all
year round.

Local Bamboo
-All materials could be sourced and
made regionally strengthening local
economies.
Materials
-Bamboo is an abundant and -FSC certified rubber.
sustainable alternative to wood. -Use of the safest and strongest
(Chinese bamboo has been used in the glues, paints, and inks
making of longboards for many years available today.
now). Waste -Formaldehyde-free glue.
-Off-cuts from the rectangular -water-based coatings and inks.
-Colombia has one of the world’s blanks used for making cutting -high-performance e2e
largest stocks of bamboo in the world. boards and other products. biocomposite technology.



ENVIRONMENT

Guadua is a colombian bamboo that can be used for construction and
industrial purposes. It is abundant and grows so fast that it can be
harvested in a sustainable manner, without compromising the forest and
ecosystems. It could be used as the main material for the construction of
local skateboards.

Following Comet's research on clean glues and resins, it could be a good
move to find this kind of materials developed by colombian research
centers or universities in order to avoid toxic/synthetic resins usually
employed in manufacturing

Clean energy sources like solar panels could be employed in the
manufacturing process. Colombia has good weather and good amount of
light all year round.



Bamboo
Laminating
process

Bamboo growth
and Harvesting

SOCIETY

Bamboo
skateboards
manufacturing
process

Bamboo
skateboards
retail sale



SOCIETY

Colombia has an established culture of bamboo. Bamboo is usually grown
and harvested in the central area of the country, used as a soil preserver
in plantain and coffee fields.

Local bamboo has been used for centuries as a local construction
material for vernacular architecture and crafts.

It is harvested and transformed into construction material for the
architecture industry and a small industry of furniture making.

The use of bamboo for skateboars manufacturing could become a new
local industry that would create new jobs and contribute to the already
existing bamboo economy.



Local brand Panama
sharing shelves with
international brands

FINANCIAL
Venezuela

Ecuador

Perou

Competitive Chile
Affordable price 100% Colombian
(Inclusive sport) Skateboard



FINANCIAL

The manufacturing of a local skateboard offered at a competitive price
can bring many benefits to the local scene, the shops and the riders, by
creating national identity of products and incentives to promote national
industry.

Many local riders just can't afford an imported board because of import
taxes and increased costs. The opportunity to have a high quality
product at a convenient price can lead the way to a whole new market of
riders.

A colombian manufactured skateboard could open new markets in
neighboring countries and benefit from free-trade agreements between
South American nations.



100% Bamboo
Made in Colombia

The path to a sustainable certification such as B Corporation or Cradle to
Cradle can be a difficult one, specially for small companies in developing
countries.

However, the overall benefits that can be drawn from this certifications are
tangible, specially in a globalized and competitive market where international
quality standards and environmental regulations are part of the game.

If the strategy is implemented form the beginning, the new colombian
skateboard company can become a pioneer in the country and grow towards a
sustainable future.

Designers, entrepreneurs and customers are more and more sensible to this
kind of initiatives. For sure, the field is still unexplored in Colombia, but is
better to be ahead as it will guarantee a good place in the competition and will
ensure a better environment for future generations.


30 Companies have been certified as B Corporations in South
America (according to Manuel Camacho, B Corporation Executive
Director for South America).
5 Colombian companies have gotten the B Corp Certification, such as:

Acción Verde (www.accionverde.org.co)
Hibritec (http://www.hybrytec.com/)
Portafolio Verde (http://www.portafolioverde.com/)
Armovial (http://www.armovial.com/)
Bio Plaza (http://bioplaza.org/)

Thank You!

Bibliography:

[1] "B - the change we seek" on CometSkateboards blog (www.cometskateboards.com/) by Bob Rossi.

[2] "Social Savyy Decks" on TrendHunter (www.trendhunter.com) by Jamie Danielle Munro.

[3] "The Jason Salfi interview: Shredability & Sustainability". on Wheelbase Magazine
(www.wheelbasemag.com) by Marcus Bandy.

[4] "Design Is The Problem" by Nathan Shedroff. Rosenfeld Media, New York, 2009.

[5] "Cradle to Cradle" by W. McDonough & M. Braungart. Vintage Books, London, 2008

[6] "B Corp Community: Comet Skateboards" www.bcoporation.net

[7] "Comet Skateboards Commits To Cradle To Cradle Certification" on Green Ecoservices
(www.greenecoservices.com).

[8] Personal Interview with Manuel Camacho, B Corp Executive Director for South America.

MCAD
SDO - Fall 2012
Introduction to Sustainable Design
Final Project
Mauricio Rodríguez

I2SD Final-Project-slideshow - Fall 2012

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