Project: Cradle to Cradle Expert Talks MILANO

Transcription

1 Project: Cradle to Cradle Expert Talks MILANO Subject Summary Workshop Sessions Date Location Milano EPEA Switzerland GmbH Environmental Protection Encouragement Agency Seestrasse 119 CH-8806 Bäch/SZ Switzerland Geschäftsführung Albin Kälin UID Nr.: CHE Cradle to Cradle is a registered trademark of McDonough Braungart Design Chemistry LLC (MBDC). Cradle to Cradle CertifiedCM is a certification mark licensed exclusively for the Cradle to Cradle Products Innovation InstituteSM (C2CPII). For more information about the Cradle to Cradle Products Innovation InstituteSM and a list of the full program criteria, visit The C2CPII accredited EPEA Switzerland GmbH as general assessment body and EPEA Int. Umweltforschung GmbH as general and material assessment body.

2 Table 1: Textiles Moderation: Laurent Maeder, Werner Erhart, Reinhard Backhausen There were complementary people around the table. Hopefully this discussion will go on after the workshop. How to build up a global offer with several companies working together from different products category but with all the same C2C experience and vison. The competition from China is important, Chinese factories had a lot of support from the government. In CH/Europe, there is a lack of support in the textile industry. Labels and certifications took an important part of the discussion. It was said that there were too many labels and certifications on the market and that there was no link or no connection between them and that this was a business in which all organization were «playing» on their own garden. That brings too much bureaucracy, which is time and money consuming for the factories. The level of recognition of C2C was an issue mentioned by most of the people that have experience with C2C. In the same subject, the recent VW gate had a higher impact than expected. It came back a few time as an example, even it has nothing to do with textiles, on how regulations and industry are not working together and how it became a trick to act 2015 EPEA Switzerland GmbH 2 / 10

3 just to comply with a regulation result rather than trying to tackle the big issues. Retail would like to have a wider choice of C2C products to build an offer in the home textile. Act today for tomorrow. C2C is more then a certification program. It is a vision that helps looking at business under an other angle. It helps starting with a roadmap on the most important issues and challenges industries will face (Material health- resources scarcity - energy - water closing the loop social fairness). It requires a lot of innovation and leadership, but this is the most exhaustive and only program that is in line with the «resources efficiency» that is claimed by most of the governments. Table 2: Paper Moderation: Lukas Merckens, Peter Donath C2C lack of visibility, marketing, understanding, price... Public Support no support for R&D like e.g. solar industry C2C Chemical Components - no focus on the C2C possible components Paper industry believes they are already super environmental e.g. FSC Packaging hasn t been really addressed Legislation is approving the current situation rather then motivating industry to transform EPEA Switzerland GmbH 3 / 10

4 Wishes Ecological Consciousness awareness building already in schools e.g. pull-effect Generate incentives e.g. taxes Table 3: Plastics Moderation: Gerhard Havranek, Wolfgang Morgenstern Concerning the question "Experiences and Problems in the daily work with Cradle to Cradle", green labels are generally requested, but customers in all business levels have hardly knowledge of C2C. Additionally, it is a problem for the manufacturer of C2C products to replace a known product by a new product that requires explanation. Based on M&W Cleaning products which explains problems with the product design is the packaging (plastic bottle) and less of the content. Cleaning products from M&W were also in the past on a high "clean" level and thus contently already green or C2C-orientated. Challenges, that are partially unresolved, are in the colors of the printed bottle labels. To solve the INK-problem there is a large financial and logistical effort necessary and intensive research within the R&D required. From C2CPII a clear and targeted communication strategy is expected. Generally, the communication focusses on the benefits of C2C. Cooperation of textiles- and cleaning/detergent manufacturers in the form of 2015 EPEA Switzerland GmbH 4 / 10

5 recommendation to the cleaners would be greatly welcomed (network). A distinction by C2C for good (certified) and bad (standard) products is rejected. Nevertheless, problems with the different manufacturers result in the communication strategy of C2C certified and non-certified product lines. The question of long-term solutions in the context of continuously changing and new to developed product packaging is open and remains answered. Basically the industry faces the challenge that C2C products usually can not be offered more expensive than the previous standard range. The participants agree upon the fact, that green technologies are certainly the technologies of the future. A concrete demand of the participants is the closing of the circle between different industries (sectors). There are especially expectations to the EU policy of Brussels. It s not the aim to determine on only one label. Leaders in Brussels do not endorse a competition between the labels for top positions. Nevertheless, in Brussels C2C is accepted as pioneering and comprehensive message to consumers. In this topic, a rethinking of policy-strategies is expected too. It is assumed that the market, and thus the consumers, choose the smartest and clearest green message. The distance of C2CPII and EPEA to Brussels is evident still too large and should be bridged through communication. The most important finding from the discussion is the desire for greater and more intensive communication about C2C at all levels, industry, markets and consumer EPEA Switzerland GmbH 5 / 10

6 Table 4: Wood + Consumer Goods Moderation: Marko Krajner, Albin Kaelin Wood is simple, credible and is not suitable for use in high-tech sectors. Wood is the most ecological and sustainable building material. It has long wood product life cycle, in contrast with some other articles, which have a shorter cycle. Wood can be used in hospitals, airports, public sector, in short, everywhere. Wood products should focus on the links between businesses, we need a good story We have a problem with the functionality and design C2C in the furniture industry Conclusions: We need stories on certified wood products, so that certified C2C products can easily target consumers Consumers need to understand added value of C2C Business Models are requested Brand DNA is important Possible markets; Hotels, Shops, after 15 years need to change design 2015 EPEA Switzerland GmbH 6 / 10

7 Table 5: Building Materials, Buildings Moderation: Maté Kriza, Chris Egger General considerations Buildings and building materials are designed, made and used for decades therefore they have to fulfil several criteria: longevity, security, resistance, human and environmental health, reusability/recyclability, aesthetics, etc. Cradle to Cradle inspired buildings include materials that are safe and healthy for humans and the environment and can be easily disassembled and cycled into new products Cradle to Cradle Certified Products are accepted by existing building certifications (LEED, BREEAM) apply Currently there are 135 Cradle to Cradle Certified building supply and materials Example: Park 20I20 Park (next to Schiphol Airport) is designed according to the Cradle to Cradle principles. Through the use of certified materials the main building materials of Park can be endlessly recycled. Building materials belong to the manufacturers and are modular designed to be 2015 EPEA Switzerland GmbH 7 / 10

8 Challenges updated or replaced by new materials (like a Lego toy building) How old buildings can be transformed into C2C conform ones? Secondary use of demolished building materials Cost of virgin vs. recycled building materials More emphasis on human health and well-being impacts of buildings and building materials National and EU legislation/public procurements on construction industry and buildings shall reflect more C2C criteria How LEED, BREEAM and other building certifications are supporting the C2C concept? 2015 EPEA Switzerland GmbH 8 / 10

9 Table 6: Public sector, healthcare and service providers Moderation: Fabio Terragni, Rainer Rosegger, Per Bondesen Situation on EU level: In the area of Public Sector, Healthcare and Service Providers a collection of good practices is needed. On EU-Level the issue of eco-efficiency is on the agenda of the commission. With the new waste legislation changes for business and industries will come. After the public consolidation on circular economy, also an institutional change will happen. The Dutch presidency in the year 2018 will have a strong focus on circular economy. Actual Challenges: Shift is needed from sustainability to proactive sustaining approaches. Sustainability is just a starting point. Terminology is very important: E.g. the shift from waste to resources. Problem with circular economy is, that financial savings for business only happens in a long time perspective. But changes could also happening very quickly: E.g. the shift of Italian railway to new procurement EPEA Switzerland GmbH 9 / 10

10 Further integration of health besides environment. Questions arising for public sector. Eg.: Should we measure and control indoor air quality? A risk for cradle to cradle is to get lost between all these other labels. Outlook: Learning from success stories. Develop cooperation and clusters. Develop incentives. Lobbying at industriell umbrella organisations. Organise an event in Brussels. Funding approaches for SME s EPEA Switzerland GmbH 10 / 10