Cradle to Cradle Framework McDonough Innovation Design for the circular economy tm
Cradle TO cradle radle to Cradle C is an innovation platform developed by architect William McDonough and chemist Michael Braungart for designing beneficial economic, social and environmental features into products, processes and systems. Rather than seeking to minimize the harm we inflict, Cradle to Cradle reframes design as a positive, regenerative force one that creates footprints to delight in, not lament. This paradigm shift reveals new opportunities to improve quality, increase value and spur innovation. It extends design considerations to all of the cycles of use of our products, buildings and communities. It inspires us to constantly seek improvement in our designs, and to share our discoveries with others. NUTRIENT M ETABOLISMS BIOLOGICAL NUTRIENTS TECHNICAL NUTRIENTS 2
Cradle to Cradle is characterized by three principles derived from nature: Everything is a resource for something else. In nature, the waste of one system is food for another. Everything can be designed to be disassembled and safely returned to the soil (biological nutrients) or re-utilized as high-quality materials for new products and buildings (technical nutrients). Use clean and renewable energy. Living things thrive on the energy of current solar income. Similarly, human constructs can utilize clean and renewable energy in many forms such as wind, geothermal and gravitational energy thereby capitalizing on these abundant resources while supporting human and environmental health. Celebrate diversity. Around the world, geology, hydrology, photosynthesis and nutrient cycling, adapted to locale, yield an astonishing diversity of natural and cultural life. Designs that respond to the unique challenges and opportunities offered by each place fit elegantly and effectively into their own niches. 3
C radle to Cradle design is about improving product quality by moving from simply being less bad to becoming more good. Conventional eco-efficient demand side approaches often simply seek to reduce or minimize damage, and the approaches typically portray reducing a negative footprint. Efficiency is just good business. Eco-efficient approach = Less Bad By adding eco-effective supply side approaches and integrating positively defined goals based on Cradle to Cradle values and principles, we are able to direct innovation and leadership towards a beneficial footprint. Eco-effective approach = More Good 4
THE UPCYCLE CHART: Continuous Improvement 100% GOOD GOAL 0 100% BAD INVENTORY ASSESS OPTIMIZE 2014 MBDC, LLC. We welcome proper use of this chart. For use, please contact Ken Alston (ken@mbdc.com). The Cradle to Cradle approach integrates both ecoeffective and eco-efficient approaches in a coherent and positive trajectory. 5
Cradle to Cradle Certified TM T he Cradle to Cradle Certified TM Product Standard is a multi-attribute, continuous improvement methodology that provides a path to manufacturing healthy and sustainable products for our world. It is administered by the Cradle to Cradle Products Innovation Institute. Because the Standard rewards achievement in five categories and at five levels of certification, C2C Certified represents the most comprehensive product quality mark available. The methodology was originally created by MBDC in cooperation with EPEA Internationale Umweltforschung GmbH, and has been developed and practiced over the past 20 years. Since product certification began in 2005, more than 150 companies have adopted the methodology and over 400 certifications have been issued for Cradle to Cradle Certified product groups. In 2010, MBDC licensed the Standard to the Cradle to Cradle Products Innovation Institute in an effort to scale up the number of products that meet the expectations of a Cradle to Cradle world. The Cradle to Cradle Certified Products Program is now administered by the Institute, which will ensure that certification is an independent and transparent process. 6
Cradle to Cradle Certified TM rewards achievement in five categories: Material Health Material Reutilization Clean Energy Clean Water Social Fairness Products can earn five levels of achievement: Basic, Bronze, Silver, Gold, and Platinum. Products certified at the Basic level have achieved a minimum set of requirements that show a commitment to future assessment and optimization, while Cradle to Cradle Certified TM Platinum represents a product designed and produced for a Cradle to Cradle world. The following pages outline the executive vision for a Cradle to Cradle future in each of the five Cradle to Cradle Certified categories, provide strategies for achieving that vision in ways that create real, quantifiable and ever-increasing value for all stakeholders, and describes real initiatives taken by companies that are implementing this vision in concrete ways. 7
Material health radle to Cradle has become the guiding Cprinciple for material selection and product design at Construction Specialties (C/S). C/S strives towards a wholly positive impact on people and the planet. An essential piece of this approach is to inventory, assess and optimize its product lines, throughout its supply chain. As a result, C/S has achieved the most Cradle to Cradle Certified TM Gold products--third party verified to contain no materials of high toxicity risk to humans and the environment. 8
Executive vision Value materials as nutrients for safe, continuous cycling. Cradle to Cradle helps us to fulfill our corporate vision through a rigorous sustainability protocol, and enables us to create products that make buildings better. Howard Williams, Vice President & General Manager, Construction Specialties Management strategy Develop a plan to design products and optimize ingredients that are biological nutrients, which can be safely recovered and either reused or composted to improve soil health, or technical nutrients, which can be safely returned and reused in new products. Assess the impacts of existing materials and processes to human and environmental health. Identify ingredients to optimize and then work with suppliers to reformulate them. Where hazardous ingredients cannot be replaced immediately, ensure they are safely managed while continuing to innovate for optimization. 9
Material Reutilization M BDC began working with Shaw Industries in 1995, to apply the Cradle to Cradle design framework in the design of the world s first PVC-free commercial carpet tiles that are separable into component materials and can be endlessly reused. Each tile is labeled with a toll-free number that customers can call to have used tiles picked up for recycling. Shaw worked with MBDC to assess the human and environmental health attributes of all ingredients and identify preferred substitutes. 10
Executive vision Maintain continuous flows of biological and technical nutrients. Management strategy Create a plan to recover used products and safely, and continuously reuse materials as biological or technical nutrients. Design products so that biological and technical nutrients can be easily disassembled and separated for recycling or composting. Nearly two decades ago, Shaw designed the world s first Cradle to Cradle flooring product. Today, more than 60 percent of Shaw s sales are from Cradle to Cradle Certified products. As we work toward our goal to design all of our products to Cradle to Cradle protocols by 2030, our company, our customers and our communities benefit from this rigorous, holistic approach. Paul Murray, Vice President Sustainability & Environmental Affairs, Shaw Industries, Inc. Create and support systems to educate customers, recover products from them after the use phase is done, and safely direct the flow of all component materials for their next use. 11
RENEWABLE & clean Energy ompanies in the office furniture industry from Cearly adopters Herman Miller and Steelcase to other brands such as Keilhauer use the Cradle to Cradle framework to define and improve their sustainability footprint. Herman Miller applied savings gained from energy efficiency measures towards renewable energy certificates and purchase agreements with energy generators to achieve 100% renewable energy for its worldwide operations. Steelcase purchases nonemitting renewable energy certificates equivalent to 100% of its global energy consumption the first for a major commercial furniture company. 12
Executive vision Power all operations with 100% renewable energy. Our commitment to renewable energy is reflective of our passion for innovation and the environment. We re helping grow an industry that will ultimately benefit the entire world, Jim Keane, President and CEO, Steelcase Inc. Management strategy Develop and implement a plan to transition into a renewably powered enterprise. Collect data on the current mix of electricity sources and potential for generating clean energy on-site, nearby and/or remotely. Identify cost effective clean energy programs to integrate with production and operations. Monitor local and remote opportunities for using clean energy and begin implementing as soon as cost-effective. Complete the shift to powering operations with 100% clean energy, as costs and infrastructure allow. 13
Clean water esigntex successfully eliminated hazardous Dingredients from textile manufacturing and the effluent now sustains water quality rather than degrades it. Similarly, Method uses the Cradle to Cradle framework to evaluate and optimize cleaning product ingredients to be as safe as possible for use in the home and in water systems. Method s laundry detergent (one of their 60+ Cradle to Cradle Certified TM formulations) is designed to contain significantly less water in the bottle (eco-efficiency) and is being optimized for human and environmental health (eco-effectiveness). 14
Executive vision Regard water as a precious resource. Obtaining external verification from MBDC, the people who wrote the book on Cradle to Cradle design, reinforces the work we re doing to make our products safe for people and the environment, and it reflects our authentic mission of sustainability at a time when many companies talk about being green. Adam Lowry, Cofounder, Method Management strategy Define a trajectory that signals and achieves a goal to optimize water quality. Adopt a set of principles to guide your efforts in protecting and enhancing water quality. Conduct a water audit of facilities to characterize current water sources, discharges and impacts. Implement process improvements to cleanse effluent water and/or reduce water consumption, and monitor performance over time. Demonstrate water stewardship throughout your facilities and products by achieving safe reuse flows, promoting healthy ecosystems and addressing local impacts. 15
Social Fairness I cestone has integrated the Cradle to Cradle framework into its durable surface design and manufacturing operations to show leadership in social and environmental responsibility, promote greencollar jobs, and support the green building industry. Within IceStone s repurposed and daylit facility in Brooklyn, NY, 100% of wastewater is recycled and 50% of manufacturing energy is offset with renewable energy credits. IceStone believes that all employees are partners in the company who receive living wages, health benefits, and job training. IceStone has completed a third-party social audit by Verite and is a founding certified B Corporation. 16
Executive vision Celebrate all people and natural systems. Identifying a third-party certification that considered all aspects of IceStone s operations was imperative. Any company can design products with recycled content and off-set their energy use with carbon credits, but the difference is how those companies treat their employees and the impact those companies have on the local and global community. Dal LaMagna CEO & CFO, IceStone Management strategy Develop a process and timeline to realize your organization s social fairness vision. Exceed and lead in the creation of standards for health, safety, ethical performance, and social fairness. Engage stakeholders through open communication that integrates their creativity, ideas, and feedback. Obtain third-party accreditation for social fairness practices. Partner with surrounding communities, regions, and interest groups. Demonstrate leadership by honoring employees, customers, communities and ecosystems, and report publicly and transparently on your ongoing achievements and challenges. 17
McDONOUGH INNOVATION provides targeted ideas, product concepts and solutions to a wide range of sustainable growth issues faced by corporate officers, senior executives, product designers and project managers. Our values-driven approach helps companies embed sustainable growth principles into their corporate culture and to advance progress toward their positive vision. Our services include strategic product and packaging development, business consulting and program development, as well as assistance in branding, education and communications. 18
Please let us know how we might work together: McDONOUGH INNOVATION speeches, advising, packaging and product design Michelle Amt +1.434.979.6821 mamt@mcdonough.com Cradle to Cradle product asssessment and optimization Howell Fendley +1.434.227.2348 hdf@mbdc.com WILLIAM McDONOUGH + PARTNERS architecture and community design Katie Breckinridge +1.434.979.6814 kbreckinridge@mcdonough.com Diagrams & Photos used with permission: Acrovyn 4000 Wall Protection Construction Specialties, Inc.; EcoWorx Carpet tile Shaw Industries, Inc.; Mirra task chair Herman Miller, Inc.; Cleaning products Method Products, Inc.; Durable surface IceStone, LLC. Cradle to Cradle is a registered trademark of MBDC, LLC. Cradle to Cradle Certified TM is a certification mark licensed by Cradle to Cradle Products Innovation Institute. All other third-party trademarks are those of their respective owners. Image on adjacent page: William McDonough speaking the World Economic Forum s Annual Meeting in Davos, Switzerland, January 24, 2014. 19
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