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Cradle to Cradle (C2c)

Cradle to Cradle (C2c)

CRADLE TO CRADLE (C2C)

INSPIRED MASTER THESES

ADDING PIECES TO THE PUZZLE Texts and Images: Funded by: Introduction, Case reflections, Closing remarks by the project team. CRADLE TO CRADLE (C2C) Case descriptions by the students.

Project team:

Marleen Lodder, Diana den Held and Michael Braungart. Copyrights:

With special thanks to: Chapter 1 and 8 of Cradle to Cradle (C2C) inspired master INSPIRED MASTER THESES theses: Adding pieces to the puzzle of the Cradle to Katja Hansen, Douglas Mulhall, Ljiljana Rodic, Marijn de Ruiter and Tanja Cradle Chair for Innovation and Quality is licensed under Scheelhaase. a Creative Attribution-Non Commercial 4.0 ADDING PIECES TO THE PUZZLE International License. Management, organisation and production: Chapters 2 - 7 copyright: the authors. C2C Chair for Innovation and Quality, RSM, Erasmus University We tried to trace the owners of copyright material reproduced in this publication With an introduction by prof. dr. Michael Braungart and lay out: and secure permissions to our best effort. We would like to apologise for any omissions and we will be pleased to incorporate missing acknowledgements. Marleen Lodder Academic Chair ‘Cradle to Cradle for Innovation and Quality’ v. 1.0, October 2015. Edition: ROTTERDAM SCHOOL OF MANAGEMENT v. 1.0, October 2015 ERASMUS UNIVERSITY Burgemeester Oudlaan 50 ISBN/EAN: Mandeville Building (T-Building), Room 9-46 9789058924339 3062 PA Rotterdam, The Netherlands Tel: +31 10 408 2277 Reference: www.rsm.nl/c2c

C2C Chair. (2015). Cradle to Cradle inspired master theses: Adding pieces to the puzzle. Cradle to Cradle Chair for Innovation and Quality, Rotterdam School of Management, Cradle to Cradle® and C2C® are registered trademarks held by McDonough Rotterdam: Erasmus University Rotterdam. Braungart Design Chemistry, LLC (MBDC). 2 3 Case Study Book Inspired by Cradle to Cradle® Case Study Book Inspired by Cradle to Cradle® FOREWORD Prof. Dr. Michael Braungart – Academic Chair ‘Cradle to Cradle for Innovation and Quality’ at Rotterdam School of Management (RSM), Erasmus University

Isn’t it amazing how much innovation is possible when we take the traditional approach and move it further? We built on 40 years of blame and shame to generate business, products and processes which are really so much better than the things that are right now in place. Take a simple parking ticket, a euro coin or 3D printing material; nothing is designed for us, nothing is designed to be healthy and to go into biological and technical systems. It’s only designed to be cheap.

Therefore, we need to reinvent all our businesses and products; not to minimize damage, but to be good. Instead of a , a triple top line approach. We can use 40 years of blame and shame now for innovation, quality and beauty. Sustainability was the beginning: “… to meet the needs of the present without compromising the ability of future generations to meet their own needs” (, 1987) was a good start, but we want to be good for the future generations and not just compromising the needs. Instead of climate neutral, we want to be as good as a tree: We want to be positive for the climate.

This is how we can build all this, where destructiveness, less bad, reduction, avoidance and minimization are paradigms of the past. It is nice to have RSM as a business school to demonstrate that this is for business and not a green challenge or a little eco niche, it’s about mainstream business for the future! (source: EPEA) Rotterdam, 16 July 2015

4 5 Case Study Book Inspired by Cradle to Cradle® Case Study Book Inspired by Cradle to Cradle® 3. ARTS 75 6. MANAGEMENT STUDIES 129 CONTENTS van Balgooi, 2009: ECO-EFFECTIVE DESIGN - A DIFFERENT MINDSET 76 Koster, 2010: CRADLE TO CRADLE, A GAIN FOR CONSTRUCTION COMPANIES? 130

Zwaans, 2009: HOW DOES THE CRADLE TO CRADLE METHODOLOGY CONTRIBUTE TO FOREWORD 5 THE COMPANY’S FOR-PROFIT GOALS? 137 4. 83 Babre, 2013: POTENTIAL CONSUMERS OF CRADLE TO CRADLE PRODUCTS 141

Jongeneel, 2009: C2C IN SUSTAINABLE SPATIAL DEVELOPMENT IN GREENPORT Redolfi, 2013: CRADLE TO CRADLE: DRIVING CHANGE IN THE BRAZILIAN GYPSUM 1. INTRODUCTION 8 VENLO 84 INDUSTRY 146

Wiersma, 2009: EVALUATION OF CRADLE TO CRADLE DESIGN 92 Iosif-Lazar, 2012: THE EVOLUTION OF THE CRADLE TO CRADLE MODEL IMPLEMENTATION WITHIN ORGANIZATIONS 152 Bjørn, 2013: CRADLE TO CRADLE AND ENVIRONMENTAL SUSTAINABILITY 97 2. BUILDING & PLANNING 13 Cassel, 2010: ADDRESSING GOVERNANCE DEFICITS THROUGH SCENARIO Bailleul, 2013: AIRCRAFT DESIGN USING CRADLE TO CRADLE®: REALITY OR UTOPIA? MODELING PRACTICES 158 Meeuwsen, 2009: CRADLE TO CRADLE IN REGIONAL DESIGN 14 102

Lam, 2008: REMAKING THE WAY WE MAKE CITIES 20 Ünal, 2013: CRADLE TO CRADLE FOR INNOVATION AND QUALITY 164

Gejer, 2011: DESIGNING THE CIRCULAR METABOLIC BUILDING 27 5. 109 van Schaik, 2010: REVITALISEREN VAN DE GEBOUWDE OMGEVING VAN 7. SOCIAL SCIENCES 171 BEDRIJVENTERREINEN OP BASIS VAN CRADLE TO CRADLE 35 Mesch et al., 2013: APPLICATION OF C2C DESIGN IN A CANTEEN ENVIRONMENT 110 Zanzanaini, 2011: EXPLORING THE DYNAMICS OF CRADLE TO CRADLE 172 Kulik et al., 2009: BUILDING INTEGRATED GREENHOUSES 40 van Putten, 2009: DESIGN OF A BIO-BASED CONSUMER PRODUCT FROM SUSTAINABLE RENEWABLE SOURCES AND IDENTIFICATION OF THE Vaane, 2009: CRADLE TO CRADLE IN THE NORTH-LIMBURG REGION 176 Smits, 2013: THE BREATHING GREEN PAVILION 47 BUSINESS OPPORTUNITY 117

Riga, 2012: CLOSING THE MATERIALS CYCLES 54 Herrera Jaramillo, 2013: DEVELOPMENT OF A DECISION SUPPORT MODEL FOR 121 Vandenbroucke, 2011:CRADLE TO CRADLE IN REGIONAL DESIGN 61 8. CLOSING REMARKS 182

de Groot, 2009: MATERIALIZING WITH CRADLE TO CRADLE 68

9. REFERENCES 184

6 7 Case Study Book Inspired by Cradle to Cradle® Case Study Book Inspired by Cradle to Cradle® compounds of products such as packaging, , clothes, etc.) with even more impact on environmental systems and enables long-term economic and social values quality in the future (McDonough & Braungart, 2013). C2C focuses on improving (Braungart et al., 2007; McDonough & Braungart, 2002a). Triple Top Line thinking 1. INTRODUCTION quality to enable the generation of values for society through the following three reminds us that we live in an interconnected world and challenges us to discover concepts: 1) Intelligent Materials Pooling, 2) Eco-effectiveness, and 3) the Triple Top opportunities that honor the needs of all three value systems (economic, ecologic Line. and social equity), instead of limiting the influence of one or the other (McDonough & Braungart, 2002a). The fractal triangle has been introduced as a tool to incorporate WHAT IS CRADLE TO CRADLE? Intelligent Materials Pooling the TTL values (McDonough & Braungart 2002a), including social equity. Next to eco-effectiveness and cost-effectiveness, the TTL approach also incorporates socio- Cradle to Cradle (C2C) is a whole-systems approach to material goods – the things we The C2C design approach began with a focus on materials in products, when effectiveness (see e.g. Dyllick & Hockerts, 2002; Stead & Stead, 2013; Young & Tilley, use each day – that challenges society to rethink the way we design, manufacture, Braungart et al. noticed that there were key elements missing in the publications 2006) to describe the absolute social impact of a design. use, enjoy, reclaim and re-use these goods (or their components). First introduced on . This was outlined in the Intelligent Product System in the book Cradle to Cradle: Remaking the way we make things (McDonough & framework (Braungart & Engelfried, 1992; Braungart, Engelfried, & Mulhall, 1993) The Cradle to Cradle Design Principles Braungart, 2002b), and further elaborated in The upcycle: Beyond sustainability-- for creating materials and goods that flow safely and productively within closed-loop designing for abundance (McDonough & Braungart, 2013) the C2C approach starts systems. This was furthered by the by the concept of Intelligent Materials Pooling, The principles of C2C design are grounded in the three concepts mentioned earlier: from the point of view that there is no need for . The unique feature of the which aims to design products in which every ingredient can be safely, beneficially Intelligent Materials Pooling, Eco-effectiveness and Triple Top Line. These principles Triple Top Line (McDonough & Braungart, 2002a), distinguishes the C2C approach returned to natural systems, or can be reused to provide high-quality resources for provide a starting point for whose work is inspired by C2C. By learning from traditional sustainability: C2C is focused on the positive impact humans can the next generation of products (Braungart, 2002). The Intelligent Materials Pooling from the design principles of nature, we see that: (1) waste does not exist; (2) all have on the Earth while living abundant ‘big footprint’ lives, actively challenging concept was incorporated in the C2C principle ‘waste equals food’ or ‘everything processes are powered by the sun; and (3) diversity is the only way to survive. The the current environmental view that aims to restrict materials use and minimize our is a nutrient for something else’ when the C2C design approach was introduced by (source: EPEA) C2C principles inspired by these observations are (McDonough & Braungart, 2002b): negative impact. McDonough & Braungart in 2002. Cradle flow of materials, designed to be returned as resources that maintain their →→ “Waste equals food”/ “Everything is a nutrient for something else” original quality and value and accumulate intelligence over time. The accumulation In C2C as in nature materials can be seen as nutrients: used in a range of products, Eco-effectiveness over Eco-Efficiency of intelligence is a continuous process of learning and development on retrievable from these products, and reused to create new products, akin to a →→ “Use current solar income” how the materials can maintain their quality while adding value, or have a positive natural, ecological metabolism. When placed in the modern world C2C offers a Most approaches entail Eco-efficiency strategies, which focus impact, on the environment over time. This process is called up-cycling, a term holistic economic, environmental and social framework, providing a key to creating →→ “Celebrate diversity” on maintaining or increasing the value of economic output, while at the same coined by Braungart et al. in 2007. systems which generate a positive contribution to the world. This model is not time decreasing the relative impact of economic activity upon ecological systems The first principle “Everything is a nutrient for something else” reflects onhow limited solely to ; it is used in the urban environment, economics, (Verfaillie, Bidwell, & Cowe, 2000). Braungart et al. (2007) state that Eco-efficient we humans handle materials. The assumption is that all materials return to logistics, the construction and manufacturing industries. Triple Top Line techniques in a linear system seek to minimize the volume, velocity and toxicity either the natural environment (the ) or the technical environment (the of the material flow system, are incapable of altering its linear progression and As opposed to the ‘Triple Bottom Line’ approach (for an overview see: Elkington, technosphere), depending on their use. Products that are consumed will eventually Positive Contribution: Three Key Concepts therefore, will always be down-cycling. 2004) which refers to the concept of sustainable development as balancing traditional end up in our natural systems; therefore, they can be designed to have a positive economic goals with social and environmental concerns, McDonough & Braungart The goal of C2C is to move beyond the idea of reducing the negative impacts of influence on these natural systems. A consumption product is for example soap that The C2C approach instead emphasizes Eco-effectiveness. In contrast to the linear Eco- (2001) introduced the ‘Triple Top Line’ (TTL) approach. TTL moves the accountability human activity by providing an engaging vision of a positively-conceived footprint will end up in surface water when used. This consumption product can be designed efficiency model, Eco-effectiveness aims to transform products and their associated to the beginning of the design process, instead of measuring the degree to which on the planet - environmentally, socially and economically (Hansen, Braungart, & to improve the water quality instead of polluting it. Products that are used to provide material flows in such a manner that they have an absolute positive environmental a company has minimized a liability in the end (McDonough & Braungart, 2002a). Mulhall, 2012). This goal challenges designers to rethink how to design for a healthy a service could be up-cycled through the combination of re-use and continuous impact on systems. Eco-effectiveness requires a cyclical system, one that does The aim of the TTL approach refers to a vision of development that has this positive innovation (McDonough & Braungart, 2013). An example of a service is the light present, and how to return ‘common ’ (for example organic and inorganic not minimize the cradle-to-grave flow of materials, but maximizes the Cradle to 8 9 Case Study Book Inspired by Cradle to Cradle® Case Study Book Inspired by Cradle to Cradle® you need when working behind your desk; you do not need to own the lamp itself, that teach us how to become resilient to shocks and stresses. In C2C design, diversity personal motivation, their explicit focus on the various aspects of Cradle to Cradle, REFERENCES you just want to use the service this lamp is providing to you. If service products includes not only bio-diversity, but also social and cultural diversity. Diversity could and how the student experienced working on this specific ‘puzzle’. Each student also are designed for disassembly and the materials are kept pure, they can be re-used, be ‘celebrated’ by design and in society through a focus on innovation, quality offered their recommendations and suggestions for further research as part of their Braungart, M. (2002). Intelligent materials pooling: Evolving a profitable technical employing the latest technical innovations. Both consumption products and service and value. C2C design, therefore, aims to be adaptable and flexible for future use case. metabolism. Charlottesville: MBDC. products are designed for their intended and unintended use in order to be safe depending on changing socio-cultural behavior. Integrating this principle into design and add value for the users and the producers of these products and the natural will enable design solutions to stay attractive and usable over time. ‘Attractive and After having worked hard on their Master theses, sometimes years ago,we Braungart, M., & Engelfried, J. (1992). An ‘intelligent product system’ to replace environment. usable’ are qualities that are dependent upon the local environmental, socio-cultural understand it was quite a challenge for these former students to answer all the ‘’. Fresenius Environmental Bulletin, 1(9), 613-619. and economic circumstances. Therefore designers are challenged to incorporate questions we asked in the application form so that they could ‘add their pieces to the Braungart, M., Engelfried, J., & Mulhall, D. (1993). Criteria for sustainable development With the second principle “Use current solar income”, C2C design addresses the local cultural habits, local available materials and local social behavior into a design puzzle’ for this book. We would therefore like to thank all the contributing authors of products and production. Fresenius Environmental Bulletin, 2(2), 70-77. energy sources that are available on this planet. McDonough & Braungart (2002b) solution, while being modest: “People can also design so that what they create does who invested their time in this publication. state that there is enough energy available through renewable sources powered by not impose itself on the tastes and needs of future generations” (McDonough & Braungart, M., McDonough, W., & Bollinger, A. (2007). Cradle to Cradle design: the sun (wind, kinetic, biomass, etc.) to make and remake things throughout the Braungart, 2013, p. 154. Creating healthy emissions - a strategy for eco-effective product and system design. circular C2C process. STRUCTURE Journal of , 15(13-14), 1337-1348. The third principle “Celebrate diversity” is one of the most obvious lessons learned We have structured this book according to fields of study/study programs. Section WHAT DOES THIS BOOK PRESENT? Dyllick, T., & Hockerts, K. (2002). Beyond the business case for corporate sustainability. from natural processes. In nature diversity is celebrated by evolutionary processes 2 comprises Master theses related to Architecture Building & Planning; Section 3 Business Strategy and the Environment, 11(2), 130-141. C2C has been received as an inspiring approach by many students, faculty members comprises Arts-related theses; Section 4 comprises Engineering theses; Section 5 and staff at international universities. At the Cradle to Cradle Chair for Innovation comprises Industrial Design theses; Section 6 is devoted to Management Studies Elkington, J. (2004). Enter the triple bottom line. The Triple Bottom Line: Does it all and Quality at Rotterdam School of Management, Erasmus University (RSM), we aim theses; and Section 7 to theses related to Social Sciences. In Section 8 we highlight Add Up, 1-16. to celebrate this abundance of information. However as all universities collect and the main issues raised by the students with regard to the C2C approach. Bio-sphere publish their theses using their own systems and databases, we noticed that it was Hansen, K., Braungart, M., & Mulhall, D. (2012). Resource repletion resource a hurdle for students to easily find work that relates to their field of study and their After presenting each thesis we summarized its main focus, findings and repletion , role of buildings. In R. Meyers (Ed.), (pp. 9025-9049) Springer New York. Techno-sphere focus on C2C in a particular field. recommendations. Additionally we included some suggestions for further reading, doi:10.1007/978-1-4419-0851-3_420 including the other student theses referenced in this book as well as scientific articles Material management As the C2C Chair at RSM is based in the Netherlands, we started searching all not mentioned by the students themselves in their reference lists (mainly because Mcdonough, W., & Braungart, M. (2001). Reinventing the world. Green@Work, 8, databases from Dutch Universities, and extended our search to international these articles were published after their graduation). The links to these articles can 43-45. Waste = Food Universities. We started gathering the C2C-relevant student theses in a database be found in Section 9, the reference list, at the end of the book. in 2009. The database is updated regularly and includes scientific articles, research McDonough, W., & Braungart, M. (2002a). Design for the triple top line: New tools reports and essays, assessments and internships, and theses. For this publication we More references can be found on our website: www.rsm.nl/c2c in the following for sustainable commerce. Corporate Environmental Strategy, 9(3), 251-258. invited the authors of 75 Master theses to contribute to this publication. categories: Celebrate diversity McDonough, W., & Braungart, M. (2013). The upcycle: Beyond sustainability-- (bio-, conceptual- and cultural- diversity) Entitled ‘Cradle to Cradle inspired Master Theses; Adding pieces to the puzzle’, →→ C2C publications by Chair members designing for abundance North Point Press. this book is the first C2C Case Study Book published by the C2C Chair, inwhich Design for disassembly →→ C2C publications by Academic colleagues we have focused on the 75 Master theses referenced above from this database. McDonough, W., & Braungart, M. (2002b). Cradle to cradle: Remaking the way we make things. New York: North Point Press. We have invited all students to write their ‘case’ as a section of the book in which →→ Books they elaborate on their research, including a summary of their thesis or article, their 10 11 Case Study Book Inspired by Cradle to Cradle® Case Study Book Inspired by Cradle to Cradle® “C2C distinguishes economy and in its present concepts: where economy is about ‘efficiency’, ecology is ‘effective’.”(Meeuwesen, 2009) 2. ARCHITECTURE BUILDING & “Due to the growing interest in C2C by the Dutch construction industry, partly caused by episodes of the TV documentary Tegenlicht (2006, 2007), my interest in C2C was also aroused.” (Lam, 2009) PLANNING

“C2C theory was incorporated in this thesis as a guide for the employment of the intelligence of natural systems in such a way that nature, human society and could fruitfully coexist.” (Gejer, 2011)

“In my opinion the C2C concept to close cycles by waste is food, is interesting. By using this philosophy we will mimic nature.” (van Schaik, 2010)

“Rather than waste, C2C considers materials as “food” for the natural and industrial environments, and this concept was crucial for the conduction of this thesis.” (Riga, 2012)

12 13 Case Study Book Inspired by Cradle to Cradle® Case Study Book Inspired by Cradle to Cradle® CRADLE TO CRADLE IN REGIONAL DESIGN ABSTRACT THE PUZZLE architects and planners is to develop attractive, sustainable landscapes that offer quality for living, that produce food, energy and other resources, landscapes which The “Cradle to Cradle” approach is based on the thought in cycles of nutrients The thesis statement is that by combining Cradle to Cradle principles with the Name: Arjen Meeuwsen MSc. (2009) protect us and at the same time sustain and a viable economic system. and energy; waste equals food. Many “Cradle to Cradle” concepts exist on smaller landscape approach for regional design, we can come up with usable strategies to Motivation Supervisors: prof. dr. Jusuck Koh scale (industrial products, architecture), but a way to apply the “Cradle to Cradle” design regions Cradle to Cradle. approach to the regional design, has not been developed yet. In the Netherlands, we The interest that I met for my thesis subject showed its relevance. Sustainable design dr. ing. Sven Stremke already have a ‘hands-on’ approach to our environment and we are used to work in To answer the thesis, the research questions covered the motives to design regions regional . according to the Cradle to Cradle paradigm, the translation of principles to design suddenly is ‘hip’, and as a graduating student I am in a very ir. Rudi van Etteger guidelines, the strategies needed, and an exploration of examples. interesting position in between the practical and the academic world. My thesis tries In our densely populated country, the landscape is a product of : it is turned to bridge these worlds: translating theory and research into strategies for design Background info: into a production landscape. A future perspective lies in the sustainable development The bringing together of theories was the puzzle, one that to five key ‘notions’, and into a design to illustrate this. Landscape architecture receives new relevance that nature gives us as an example. Instead of organizing our landscape solely to and a roadmap to bring C2C principles towards a concrete design. by its ability to deal with global issues. Cradle to Cradle is not something entirely The origin of Cradle to Cradle brings together environmental awareness, economic meet our present-day demands, we will have to design it in such a way that it can new, but it does present another approach to design. The reason to start with this is viability and positivist realism. The concept is understandable for product design, provide many services in a sustainable way, while the landscape remains identical Time-frame a combination of idealism, smart realism and pure curiosity. I think these are good and appealing. In this way, the potentials of the site are used to make regenerative attitudes to start with any project and I hope to be able to keep this up in my work. but for the field of landscape architecture and , it poses challenges. The work was done in an 8 month-period. While the thesis was individual work, and landscapes that not only provide food and materials but also renewable energy, The thesis aims to bring together theory from both landscape architecture with the nested in the landscape architectural theory, the collaboration in a ‘think-tank’ led to biodiversity and attractive living for its inhabitants. The case of Greenport Venlo is the production of the five notions, applicable for all professions in spatial planning. Cradle to Cradle paradigm. The author studied at WUR and ETH Zürich, worked for explained as an example of the attempt to implement Cradle to Cradle in a regional APPROACH The regular meetings and visits of conferences and workshops, together with a lot of design. It is an agricultural area of 3000 hectare, with a projected development AECOM in Abu Dhabi, and works now at H+N+S Landscape architects. reading, led to new insights. of agricultural businesses and offices, housing, greenhouses, distribution centres, Thesis statement: Via the three pillars research, theory, and design I will address the nature reserve, golf course, remaining and the Floriade 2012. thesis: “By combining Cradle to Cradle principles with the landscape approach for University: Wageningen University, the Netherlands Global societal challenges or trends regional design, we can come up with usable strategies to design regions Cradle to Men’s hunger for resources has made us a destructive force in our relation with our Cradle.” Faculty: Environmental Sciences environment. Many degraded in the past fifty years and more harm is Research questions: To answer the thesis, the research questions are: yet to come. All these changes will only have a larger impact with . Department: Landscape Architecture The human influence on the decline of ecosystems has been recognized, but too few →→ Why would we want to design regions Cradle to Cradle? Master: Landscape Architecture action has been undertaken so far. The interconnectedness of parts of an ecosys¬tem teaches us that we will need to take care of all elements, since our well-being is →→ How to translate Cradle to Cradle principles into concrete design Involved institutes: Wageningen University, Dienst Landelijk Gebied depending on it. Abrupt, nonlinear and catastrophic adaptations can be caused by guidelines? modest changes and can threaten our way of life. →→ What can we learn from the landscape approach in regional design? Our landscape is dynamic, and the present situation is just a phase in time. With future challenges concerning resource availability and climate change, a new task →→ What are the strategies needed to design regions Cradle to Cradle? lies ahead: to design regions ‘Cradle to Cradle’. This means an open attitude and an assessment of the present use of our landscape. The design task for landscape →→ What kind of sustainable designs, relevant for the Greenport, exist already and what can we learn from them? 14 15 Case Study Book Inspired by Cradle to Cradle® Case Study Book Inspired by Cradle to Cradle® To prove that the strategies can lead to a design that can work, the following research questions will be researched by the design for the Green-port Venlo: Bio-sphere →→ How would a C2C design for the Greenport be different from a regular regional development? Techno-sphere

→→ How can we realize a C2C Greenport? Material management Waste = Food CRADLE TO CRADLE Renewable Energy C2C distinguishes economy and ecology in its present concepts: where economy is Celebrate diversity about ‘efficiency’, ecology is ‘effective’. (bio-, conceptual- and cultural- diversity) The Cradle to Cradle approach is based on cycles of nutrients and energy; waste Design for disassembly equals food. It provides a positive and economically viable approach to re-invent our designs into regenerative life-cycles.

McDonough strives in his architecture for a positive footprint. The design needs to The challenges while working with Cradle to Cradle incorporate all ecological functions in a way that the building, just as a tree, creates oxygen, fixes carbon, makes energy out of the sun, changes with seasons, and Spatial planning and landscape architecture is not like product design or architecture. provides shadow and shelter. If a building can be compared to a tree, a city might be Creating a blueprint is impossible, which is exactly the point that needed enrichment. compared to a forest, with horizontal diversity, vertical layering and variation in time. The C2C concept needed theory from the landscape architecture discourse, to We can describe this as a multi-functional land use in time and , or in ecological be applicable in the planning business. Involving multiple stakeholders, open end terms, in periodicity and biorhythm. planning, and dealing with uncertainty was a potential that was in the C2C paradigm, but wasn’t made explicit yet. In theory, I think I did a good try. To translate it into a The effect of working with Cradle to Cradle site-specific design is still hard.

Cradle to Cradle gives a powerful new view upon current approaches. The paradigm What I see in most cases, is that C2C is used as an inspiration. But to put a C2C-stamp has the ability to break through given theories and assumptions. I think it enriches on a regional design, still needs a lot of development in awareness, finance, will, etc. the approach in spatial development projects, and brought me much further than literature from my own profession would have done. The freshness of a concept that is a little out of your ordinary discourse, enriches and broadens the view. SOLVING THE PUZZLE

By combining the Cradle to Cradle approach with present regional design approaches, strategies are made up to design regions Cradle to Cradle. Three characteristics 16 17 Case Study Book Inspired by Cradle to Cradle® Case Study Book Inspired by Cradle to Cradle® organize these strategies: Other solutions

→→ Designing cycles is the basic premise of Cradle to Cradle; it about The body of theory is my contribution to the -hopefully- evolving discourse of metabolisms and about closing flows between sink and source. sustainable regional development. →→ In a region, the layer approach adds an extra focus in the proper Meeuwsen aimed to enrich the C2C approach with the strategies. It helps to receive insight in the landscape and its processes RECOMMENDATIONS landscape architecture discourse in order to make it and makes it possible to close cycles in the landscape or to see the more applicable in regional design. He looked at the Research into realized projects: which lessons can be learned from the aspects in relations between scales. possibilities the C2C approach offers to regenerate projects. Mostly a project will deal with just several aspects of C2C. Still, a lot can →→ The dynamic character of the landscape is the third character of the be learned from it. By bringing the aspects together, integral recommendations can landscapes by the focus on the services it could provide developed strategies: the change in time demands for flexibility and be made, and strategies formulated. Spatial planning deals with so many things, for society and ecology. resilience in every design. amongst which are a large variation of stakeholders, financial strategies, planning in time, physical and societal aspects, networks and occupation and landuse His research can be positioned in this quest of By designing the region according to the “Cradle to Cradle” principles, we see that patterns. The lessons from a research into the relation between sustainability and translating the C2C approach into practise in the it can fulfil a function that goes beyond its original ambitions: it provides partly its procurement rules, for example, can contribute greatly to the realization of more field of Design. The challenges Meeuwsen faced own renewable energy, it produces food, it is a for many plants and animals, C2C projects, although it covers just one aspect (which in itself is a complex aspect). it changes colours with the season, it creates micro climates and it purifies water. were how to translate his theoretical work into a practical site specific design as creating a blueprint Results REFERENCES is impossible, which is exactly the point that needed The desk study revealed several opportunities and pitfalls for this case, and lead Meeuwsen, A.C. (2009). Cradle to Cradle in regional . Wageningen enrichment. What he noticed was that C2C is used as to The result is an exploration in theory for regional development. The developed University, the Netherlands. an inspiration. But to put a C2C-stamp on a regional ‘notions’ and their elaboration (to be found in the thesis) can be used in planning design, still needs a lot of development in awareness, and design projects: finance, will, etc. →→ Design clean cycles Further readings student theses e.g.: van Schaik, →→ Strive for creation of value in people, planet, and profit 2010; Jongeneel, 2009; Vane, 2009; Lam, 2008; and →→ The development planning process is strategic and operational related publications e.g.: Girardet & Braungart, 2012; Braungart, Mulhall, 2010. →→ Use existing capital: landscape and people.

→→ Regional development is seen as a sustainable evolutionary process.

18 19 Case Study Book Inspired by Cradle to Cradle® Case Study Book Inspired by Cradle to Cradle® REMAKING THE WAY WE MAKE CITIES ABSTRACT A RESEARCH IN AND THE APPLICABILITY The manner in which humans are developing their cities causes great impact on the Time-frame OF THE CRADLE TO CRADLE PHILOSOPHY TO URBAN environment. Cradle to Cradle offers a possible solution for sustainable development →→ February 2008: start orientation research subject. DEVELOPMENT of urban areas. However, in practice professionals do not know how to apply Cradle to Cradle and there is little scientific research published on Cradle to Cradle. In order to handle the latter problem, the subject of is used as the →→ March 2008: agreement on research proposal. Name: Wai Chung Lam (2008) scientific basis of this master’s research. To make the subject more tangible, an →→ March 25, 2008: start graduate internship at Search Ingenieursbureau existing neighbourhood is analysed quantitative as well as qualitative in orderto Supervisors: Prof. dr. ir. W.F. (Wim) Schaefer B.V. to work on thesis research and to attain practical training and formulate a Cradle to Cradle strategy to make the analysed neighbourhood more experience on sustainable development. Dr. ir. A.J.D. ( Fred) Lambert sustainable. →→ April 15, 2008: begin colloquium: presentation research plan. Ing. C.W.M. (Kees) Faes The overall conclusion of this thesis is that Cradle to Cradle is applicable to existing residential areas in order to redevelop the areas sustainably. By using Cradle to →→ September 16, 2008: midterm colloquium: presentation conclusions Cradle in the following way: of literature study and first results of case study.

→→ as a positive approach to look differently at problems, and to take →→ - December 2, 2008: final colloquium action; Background info: Global societal challenges or trends Wai Chung Lam is of Chinese descent, but born and bred in The Netherlands. After →→ as a of ambition in regard to closing the cycles with a closed the secondary school, she started a BSc in Architecture at the Eindhoven University urban metabolism; THE PUZZLE The problem scope in this thesis is twofold. On the one hand, the environment is under pressure from human impact, but on the other hand humankind wants to of Technology. In 2008 she attained her Master’s degree. During her Master →→ as an integral analysis tool related to the scientific research area of After an initial study of the C2C philosophy, my interest in the question arose continue developing their cities without having to change their lifestyles. she specializes in sustainability. Thereafter, she has worked as a consultant in industrial metabolism, in order to map the physical flows of an urban whether C2C really can lead to a sustainable, ecological world. This question came area and to understand the urban metabolism of it; An adverse development for the environment is urbanization. The industrial sustainable development at an engineering consultancy firm. For more information up because C2C is applied mainly at products or in buildings, and to a limited extent to urban level. But what played a vital role in the reason for this ‘puzzle’ is that in revolution is seen as a boost for the mass movement from rural to urban areas of about her background go to: www.linkedin.com/in/waichunglam. →→ and finally, as a guideline to lay down a strategy for the process of practice professionals do not know how to make the philosophy more concrete and people who are looking to attract wealth (Rees & Wackernagel, 1996). The world’s making an existing urban area more sustainable. measurable. Additionally, there is little scientific research published on C2C. continues to grow and the human migration to cities is continuing University: Eindhoven University of Technology, The Netherlands similarly. The prediction is that by 2025 nearly two-thirds of the world’s population The objective of this thesis was to make the applicability of the C2C philosophy will be living in cities, which implies a doubling in 50 years since 1975 (UN, 1995 Faculty: Bouwkunde to sustainable urban development more concrete by analysing and modelling an in Liddle & Movenzadeh, 2002). Cities are required for the economic growth and existing neighbourhood with the use of systems theory, in order to describe what survival of humankind, but also deplete the natural resources and produce a lot of Department: Architecture Building and Planning processes are needed to redevelop the case sustainably. The central question of the waste (Girardet, 2004). thesis was: “Is the C2C philosophy applicable to an existing urban area, such as a Master: Construction Management & Engineering ‘cauliflower district’ (bloemkoolwijk), in order to redevelop the area sustainably?”.

20 21 Case Study Book Inspired by Cradle to Cradle® Case Study Book Inspired by Cradle to Cradle® Motivation redevelopment of residential areas were held. The expert meetings have ledto LESSONS LEARNED inspiration for formulating a C2C strategy to make the analysed neighbourhood more Since the last years, the climate debate has flared up again, and it also has triggered I have gained more knowledge on the subjects of C2C, , urban sustainable. Next, a primary process for carrying out such a strategy C2C was drawn Bio-sphere a renewed interest and awareness of the nature and the environment. This is partly up, and combined with the Triple P model. In which a distinction is made between metabolism, and sustainable (urban) (re)development. Additionally, I have learned due to recent environmental gurus like Al Gore, creator of the film An Inconvenient three types of collective initiators, each with its own approach and possible solutions. Techno-sphere how to independently set up a quantitative urban metabolism analysis, and how to Truth (2006) and Bill Clinton and his Clinton Climate Initiative to fight against climate Lastly, three brief examples of a process plan per type of initiator concerning the case use systems theory to analyse a complex object. change. But a more important motivation is that one can notice that the climate is were given. Material management changing and that the causes for climate change can be traced back to humankind. Results Waste = Food Because of the climate change and the environmental problems that are caused CRADLE TO CRADLE In my opinion, my research has led to the following results. For science, a study is by urban development, it is necessary that the current trends are going to turn; Use done in the field of urban metabolism, perhaps this research may have contributed otherwise it will mean the end of our . Therefore it is important that the Due to the growing interest in C2C by the Dutch construction industry, partly caused to the design of a standard measure of urban metabolism studies. In addition, way we interact with our natural and is going to change. by episodes of the TV documentary Tegenlicht (2006, 2007), my interest in C2C was Celebrate diversity research is done into the C2C philosophy and possible approach to and solutions for also aroused. Critics call C2C a hype; however, C2C became increasingly popular and (bio-, conceptual- and cultural- diversity) sustainable urban redevelopment. All in all, I can conclude that the objective of my is being incorporated more and more. Therefore, I wondered if C2C can be more Design for disassembly APPROACH than just hype, and whether it really can lead to a sustainable world. In addition, the positive approach of C2C to deal with environmental problems differently appealed After formulating the conceptual and technical design of the research, a literature to me very much. study was conducted to determine the theoretical framework. The following topics were investigated in the literature study: the history of sustainable development, I have approached C2C by seeing it as a concept that takes the natural ecosystem the development of sustainability in Dutch architecture and urban development, the as an example of a system in which the cycles are closed by a closed metabolism. SOLVING THE PUZZLE C2C philosophy and the theory of industrial ecology (a science that was used in this A system in which all raw materials used in the product cycle can be broken down research as a scientific translation of C2C). in the bio-sphere or reused in techno-sphere and in which respect for diversity is By seeing C2C as a philosophy, and not as a science with concrete evidence. In created. addition, by seeing the essence of the C2C philosophy as equal to that of industrial Subsequently, a single case study was conducted to collect information in an ecology. Both compare the human techno-system with the natural ecosystem in empirical way for further quantitative analysis. Industrial metabolism was used to The challenges while working with Cradle to Cradle order to realize a redesign. Industrial ecology is therefore taken as a scientific basis make a quantitative analysis of an existing neighbourhood, also known as urban in this thesis. The subdomain industrial metabolism is used in particular in the case metabolism. A model of the physical flows of the analysed neighbourhood was The choice of where to set the boundaries of a system remains a challenge, study as an analytical tool, since it is an integrated system approach to a systematic made by applying the method of as a modelling technique. especially if the system of study is a complex system composed of smaller entities analysis of the physical flows of a system and the relationships between the flows. By making the model, it was possible to structure the complex reality of the system like a neighbourhood. By laying down the boundaries as I have done in my case study By taking an existing neighbourhood and by analysing it quantitative as wellas of the neighbourhood and to translate it to a simplified overview. Following on the in order to make it manageable, there are many issues disregarded or simplified that qualitative, it was possible to make the subject more tangible resulting into a C2C quantitative system analysis, a qualitative SWOT-analysis was made to draw the actually do occur in reality. For example, in my research the indirect primary energy strategy to make the analysed neighbourhood more sustainable. and opportunities of the case. (the energy required to produce something) of domestic was not taken into account. In order to find possible solutions and sustainable measures for the problems of the analysed neighbourhood, interviews with experts on the area of sustainable urban 22 23 Case Study Book Inspired by Cradle to Cradle® Case Study Book Inspired by Cradle to Cradle® research has been achieved: with this study four possibilities are given of how the REFERENCES C2C philosophy can be applied and more insight into the issues surrounding C2C is gained. Fernandez, J. I., Diez Barra, M. R. (1998). Long-term deformation of MDF panels

Other solutions Hattum, R. van (reg.) (2006). Afval is voedsel. Tegenlicht, afl. 2 okt. 2006, VPRO.

Perhaps, if another approach than that of industrial/urban metabolism was used or Hattum, R. van (reg.) (2007). Afval is voedsel. Een revolutie in Nederland. Tegenlicht, other experts were interviewed. afl. 26 nov. 2007, VPRO. Girardet, H. (2004). Cities People Planet. Liveable Cities for a Sustainable World. Chichester: Wiley-Academy. RECOMMENDATIONS Liddle, B. & Moavenzadeh, F. (2002). Introduction, Cities: Challenges and One of my recommendations, that also is made in the urban metabolism studies that Opportunities for Sustainability. In: Moavenzadeh F., Hanaki, K. & Baccini, P. (red.). I have referenced to in my thesis, is that more research needs to be done in the field Future Cities: Dynamics and Sustainability (p.1-15). Dordrecht: Kluwer Academic of urban metabolism. By investigating the effects of urban systems, it is possible to Publishers. come to new approaches to closing the cycles of such systems. Rees, W. & Wackernagel, M. (1996). Urban Ecological Footprints: Why Cities Cannot In addition, a general standard for urban metabolism studies needs to be set. From Be Sustainable –And Why They Are a Key to Sustainability. Environmental Impact my thesis research it follows that a general standard for urban metabolism studies Assessment Review, 16(4), 223-248. is lacking, making it difficult to compare one urban metabolism study to another. This general standard should include at least which themes have to be analysed quantitatively, whether the emphasis needs to be on the natural system in an urban LINK area or particularly on the human system, and how the system should be modelled. The standardization used in life cycle analyses (LCA’s) maybe can be of help for setting http://alexandria.tue.nl/extra2/afstversl/bwk/641178a.pdf up such a standard, as in LCA’s as well as in urban metabolism studies the impacts of human activities on the environment are determined. However, in order to set up such a general standard more similar studies needs to be done.

Also, more research into the possibilities of C2C in different fields of study should be performed, for example from C2C raw materials to C2C production processes. So that more practical applications of C2C can be developed.

Lastly, it is interesting to examine the indices available for energy and water consumption in more detail and to expand the indices to more themes, such as waste production. So that more comparison material will be available for research, and in order to examine and explain the environmental impact of a research object better. 24 25 Case Study Book Inspired by Cradle to Cradle® Case Study Book Inspired by Cradle to Cradle® DESIGNING THE CIRCULAR METABOLIC BUILDING: THE ABSTRACT CASE OF BIOTOPE IN THE SUNRISE CAMPUS This work deals with the role of the built environment in relation to the resources it relies on. It reflects and designs urban systems towards closed cycles of energy and Lam focused in her research on the possibilities the Name: Léa Gejer (2011) water. Moreover, it takes into account the buildings integration to its local biodiversity. Cradle to Cradle approach offers as a solution for All these issues, when planned for an urban area, will bring up an effective design Supervisors: Supervisor: Ingo Leusbrock sustainable development of urban areas. She aimed through a strategic management of resources. To create such effective design, the ‘Cradle to Cradle’ (McDonough et al., 2002) theory is embraced as the theoretical to contribute to the challenge of how to translate the Examiner: Huub Rijnaarts background for the design criteria. The three tenets of the book are used to generate C2C approach in practise, by building on the scientific and evaluate scenarios for the study area. basis of industrial ecology. She analysed an existing The chosen site is the industrial Sunrise Campus, located in Venlo, the Netherlands, neighbourhood in order to formulate a C2c strategy to where a building called Biotope is to be built. This building will serve as a meeting make this neighbourhood more sustainable. place for all workers of the companies. The Biotope is to create an identity in the Background info: campus while it stimulates the working environment (Gemeente Venlo, 2010). Lam’s interest in the C2C approach was triggered by the Tegenlicht Documentary (2006, 2007) and she Léa Gejer is an Architect and Urban Planner graduated in University of Campinas As a baseline for the comparison of scenarios for the Biotope and Sunrise Campus, the Business as Usual (BAU) situation is considered, and after that, four other wondered if it was just a hype, or whether this positive (2007), Brazil and Msc in Urban Environmental Management and Spatial Planning scenarios are developed. They are assessed according to the theoretical framework in Wageningen University (2011), the Netherlands. After her Master graduation, approach to deal with environmental problems could criteria and compared. contribute to a more sustainable world. she returned to Brazil, and since then, she has been working on the development of integrative resource management solutions for architecture, and The challenges she faced was how to asses the landscape projects, always aiming to provide healthier spaces for people. environmental impact on the scale of an urban neighbourhood. University: Delft University of Technology, The Netherlands Further readings student theses e.g.: van Schaik, 2010; Meeuwsen, 2009; and related publications e.g.: Faculty: Environmental Sciences De Pauw, et al., 2015; Girardet & Braungart, 2012; Department: Group Braungart, Mulhall, 2010. Master: Urban Environmental Management

26 27 Case Study Book Inspired by Cradle to Cradle® Case Study Book Inspired by Cradle to Cradle® THE PUZZLE (White, 2006). indices of quantity and quality of green areas are assessed.

Most of the time, the in use in the business as usual situations are Hence, it is crucial to discuss the role of the built environment in such analysis, since The scenarios are designed by managing different technologies that are seen as a Bio-sphere not planned strategically in relation to the environment, and consequently they the cities’ areas are increasing and represent most of the ’ settlements. connection between the human functions of the Biotope and the renewable sources need inordinate amounts of chemicals, materials and energy, often with harmful Cities concentrate more than 70% of the population in , North and Latin such as the Sun and the rainwater. Different technologies that reduce the water Techno-sphere environmental consequences. Therefore, this work aims to connect the existent America (UN-HABITAT, 2008), and are forced to concentrate their , producing and energy demand, and others that enhance their multisource are implemented. knowledge gaps, by answering the following questions: huge landfills, polluted air and water bodies. At the same time, green areas are also added to the program with the intention Material management of increasing the biodiversity in the Biotope and in the campus. According to each Waste = Food What is a viable model for urban building in relation to all resources upon which Motivation scenario design and chosen technologies, their demand, self-sufficiency and output urban regions depend, but currently tend to deplete or destroy? of energy and water vary. Furthermore, the amount of green area in each design, as Use Solar Power Architects and urban planners, when designing built up areas, are led to use - well as the local species that would live there, will differ. How can a building design recognize that human society is inseparable from and following current paradigms - methods and values that were initiated during the Celebrate diversity dependent on natural systems? How can it work on the difficulties of design imposed Industrial Revolution and that are imposed until current days. Finally, these scenarios were assessed and evaluated according to the above (bio-, conceptual- and cultural- diversity) by complexity, variability and uncertainty inherent to natural systems, while it aims mentioned criteria. They are analysed and compared in order to achieve the most However, the idea of unlimited economic growth with unlimited use of resources is at the integration of society and ecosystems in built environments? effective solution for the case study. Design for disassembly becoming outdated. This work is therefore motivated by the search for new values Therefore, this thesis works towards the investigation of innovative strategies and methods for the design and development of constructed areas that are able to to building design, spatial planning strategies and resource and technology make use of renewable resources that will bring up diverse, clean, safe and healthy CRADLE TO CRADLE management. environments. to three different indices: demand minimization, self-sufficiency and waste output In the search for righting the balance between society and nature, it is fundamental (UHA Approach). The ‘celebrate diversity’ criterion was focused on the biodiversity Time-frame Also, this thesis was motivated by the production of design models that can be to redesign human support technologies through the application of the knowledge valuation, which comprises of two different calculations: amount of green area and scalable and replicable to other campuses and urban settlements, and that, at the of the functioning of ecosystems (Todd et al., 2003). When applying this concept to local species indexes. This work was written in 2010-2011 during seven months, and it was developed in same time, can make use of local natural wealth and community features. the design of built up areas, it means that buildings should produce more energy five phases: (1) state of the art and understanding of the study area; (2) inventory than it consumes and purify materials such as water and air. Furthermore, these The effect of working with Cradle to Cradle of human and technological needs of the Sunrise Campus/ Biotope; (3) baseline buildings should create a dynamic interdependence among themselves, and support APPROACH assessment of quantities and qualities of inputs/outputs and green areas in the BAU each other in multiple ways. Using the above mentioned C2C criteria, the research has become more situation; (4) development and evaluation of four different scenarios; (5) conclusions comprehensive than if only other sustainability approaches were used. If the two and recommendations. The ‘Cradle to Cradle’ theory is embraced as the theoretical background for creating In this sense, C2C theory was incorporated to this thesis as a guide for the an effective design for the Biotope/ Sunrise Campus. The three tenets of the book methods used (UHA and biodiversity assessment) were to be assessed separately, employment of the intelligence of natural systems in such a way that nature, human the results would be different. Global societal challenges or trends are used to generate and evaluate scenarios for the study area. The first tenet, society and technology could fruitfully coexist. Moreover, the design of an effective ‘waste equals food’, is represented by the search of a circular metabolism of energy built up area should nourish its surrounding, by making more than it is necessary for Moreover, the choice of the assessment criteria determined the design of the The root cause of human imbalance with the natural ecosystem and biochemical and water in the building’s design. The second, ‘celebrate diversity’, is expressed by its own metabolism. following scenarios: cycles, on which all life depends, is the decision to expand the use of resources the biodiversity that can be enhanced depending on each scenario’s design features. without reflecting on its consequences. Many of the current environmental problems Finally, the third tenet, ‘use current solar income’, is interpreted by the effort of using The scenarios proposed were designed and evaluated according to the three tenets →→ ‘Business as Usual’ (BAU): the basis for comparison with other derive from the fact that the sinks, on which the human society depends, cannot renewable and local energy and water. For the first and third criteria, the Urban of ‘Cradle to Cradle’. The first and third C2C principles – ‘waste equals food’ and ‘use scenarios; make use of their wastes. The excess waste then disrupts the functioning of its sinks Harvest Approach (UHA) (Agudelo et al., 2009) is applied, whereas for the second, solar income’ – were assessed through the energy and water balance flows according 28 29 Case Study Book Inspired by Cradle to Cradle® Case Study Book Inspired by Cradle to Cradle® →→ ‘Efficient’: the building efficiency is seen as a tool that intends overall SOLVING THE PUZZLE design, spatial orientation, and multisource technologies. On the one hand, according positive effects towards a more sustainable design; only to the UHA, the best overall results would be of the ‘Producer Scenario’, where First of all, the BAU Scenario was developed to understand how buildings are the stipulated indexes for energy and water achieve their best situation. Onthe →→ ‘Bio-diverse’: prioritizes the biodiversity through the implementation currently designed. Second, the ‘Efficient’ Scenario was designed, and the excess other hand, if only the biodiversity is assessed, the ‘Bio‐diverse Scenario’ would be of green areas rather than other technologies that make possible the demand of water and energy was reduced. It also and starts to incorporate green the best option, with the highest indices of green area and local species. production of clean water and energy; areas, although still in a small scale. Third, based on the assessment criteria proposed, there would be two natural directions in which the project could be developed. The The ‘Fusion Scenario’ took shape, with a design that intends to mix the main features →→ ‘Producer’: prioritizes the production of renewable energy and water first resulted on the ‘Biodiverse’ Scenario, which had the priority of increasing the of the previous scenarios, achieving the center of their balance. It produces great rather than biodiversity; and green areas as well as their quality. The other direction would be the creation of amount of renewable energy and water, at the same time that it brings biodiversity the ‘Producer’ Scenario, which focused on reducing and producing the maximum of to the Biotope and to the Sunrise Campus. Even though it is not entirely self‐sufficient →→ ‘Fusion’: intends to give the same priority level to the production of renewable energy and water that is possible in the limited area. yet, it can become autarkic by implementing other technologies that are out of the renewable water and energy, and biodiversity. selection of technologies of this thesis. Through the analysis of the previous models, the development of the ‘Fusion’ The challenges while working with Cradle to Cradle Scenario became possible. The main highlights of the previous scenarios were Other solutions The first challenge while working with C2C was to determine an assessment criterion combined, resulting on the expression of tools that are needed to achieve an for the tenet ‘celebrate diversity’, since this is a very comprehensive principle, which efficient design. A range of technologies was selected from the ones that have commercial accessibility deals with many research areas. Therefore, the evaluation of this tenet focused in the local market, available technical knowledge and that have been already tested. only on the biodiversity assessment, as a way to understand the connection of Lessons learned When these technologies were designated, others were excluded. Thus, there are the building with its surrounding environment. However, would there be a better still other technologies, that can always be joined to the current study, and improve The approach suggested induces different solutions when managing the combination method to assess this criterion in a broader way? the designs of the scenarios. of different technologies that can be applied in such situations. Although the scenarios Another challenge was to work with different stakeholders, and to create a developed have different characteristics, all of them represent a step towards a more Moreover, the thesis shows that the design is only a mean to achieve an objective consensus of purposes in relation to the development of the building and campus. efficient design according to the three criteria stipulated. The four scenarios bring and there would be infinite solutions for designing the Biotope and Sunrise Campus The new campus should be innovative by developing a healthy, clean, diverse and up possible solutions that balance differently the three tenets evaluated. In the in an effective way. This can be done by using strategically the local resources and safe environment and at the same time its constructions should be profitable, and scenarios with exchange of flows between functions, there are more possibilities for available technology. done in short time (no time for testing technologies). What is the right approach for re‐using and . managing different future visions for different actors of the same place? Finally, by understanding the local resources and their flows, many technologies can RECOMMENDATIONS be assembled in multiple ways with the objective of managing their connections. The design appears as the medium through which these technologies, human activities This work induces different solutions when managing strategically local resources and ecosystems interact. By creating a balance between flows and functions, it is through design. It brings an overall idea for decision making by handling different possible to generate a diverse, clean and healthy environment. spatial options for the campus and building. However, although it results ona consistent comparison between the scenarios, their assessments are still in a Results representative scale.

All the scenarios aim at bringing feasible options for the Biotope, and vary in their Once the stakeholders define the most suitable scenario for them, the technical 30 31 Case Study Book Inspired by Cradle to Cradle® Case Study Book Inspired by Cradle to Cradle® possibilities should be checked and tested when necessary, and calculations of the REFERENCES determined scenario should be further detailed in every technology used. After that, it will be possible to design an architecture project consistent with the desired Agudelo-Vera, C., Mels, A. and Rovers, R. (2009). Urban Water Tissue: Analyzing results. the Urban Harvest Potential. Wageningen: lecture notes: Urban Environmental Management. Furthermore, a comprehensive cost analysis of this building model and the technologies used in it is to be further developed to evaluate the profitability of Agudelo‐Vera, C., Mels, A., Keesman, K., Rijnaarts, H. (2011). Resource Management each scenario. The buildings construction costs are extremely significant, as well as As a Key Factor For Sustainable Urban Planning. Journal of Environmental its maintenance expenses. The technologies used have high costs of implementation Management. 92 (10), pp.2295-2303. when compared to the BAU situation. McDonough, W. and Braungart, M. (2002). Cradle to Cradle. Remaking the Way We Finally, the energy and water cycle, and biodiversity were chosen to represent the Make Things. New York : North Point Press. scenarios evaluation. An analysis of the nutrient cycles should also be explored in further studies to create a more complete assessment. Moreover, the materials McDonough, W., Braungart, M., Anastas, P., Zimmerman, J. (2003). Applying the that will be used for the construction of the buildings play an important role in Principles of to Cradle‐to‐Cradle Design. further evaluation. These materials should be designed in such a way that they and Technology. 37 (23), pp. 434‐441. doi: 10.1021/es0326322 can recirculate within the biological and technical cycle after their use, while toxic UN‐HABITAT (2008). State of the World’s Cities 2008/2009 ‐ Harmonious Cities. substances should be avoided. These materials should be produced with renewable London: Earthscan. energy, and should avoid dioxide carbon emissions. Todd, J., Brown, E.J.G. and Wells, E. (2003). Applied. Ecological Engeneering. 20 (5), pp. 421‐440. doi:10.1016/j.ecoleng.2003.08.004

White, Rodney R. (2006). Building the Ecological City. Cambridge : Woodhead Publishing Ltd.

Gemeente Venlo. 2010. Structuurvisie Sunrise Campus. http://www.venlo.nl/wonen_ milieu/structuurvisies/Pages/SunriseCampus.aspx. [Online] January 11, 2010. [Cited: September 10, 2010.] http://www.venlo.nl/wonen_milieu/structuurvisies/ Documents/Sunrise%20Campus/kaart%20Structuurvisie%20Sunrise%20Campus. pdf.

LINK:

http://issuu.com/lea_gejer/docs/120502_le__a_gejer_struchiner_impre

32 33 Case Study Book Inspired by Cradle to Cradle® Case Study Book Inspired by Cradle to Cradle® REVITALISEREN VAN DE GEBOUWDE OMGEVING VAN ABSTRACT BEDRIJVENTERREINEN OP BASIS VAN CRADLE TO My Thesis is a research over upgrading outdated business parks based on C2C. The Gejer aimed in her research at creating effective urban CRADLE: SUNRISE CAMPUS TE VENLO research started with an inventory of the social context of outdated business parks systems by embracing the Cradle to Cradle design and the most important aspects of the building environment. The social context Name: ir. M.J.M. (Marjolein) van Schaik (2010) and the building environment are related to the C2C concepts biosphere, techno- approach (the three design principles: “waste equals sphere and diversity. Biosphere and techno-sphere is about closing cycles by waste food”; “celebrate diversity”; and “use current solar Supervisors: prof. Ir. J.M. Post is food. This analysis turned into six aspects with indicators to judge business parks. income”) to generate and evaluate an urban area. With The aspects are: energy, water, material, flora and fauna, land-use structure and dr. ir. P.A. Erkelens her research she aimed to contribute to a paradigm shift infrastructure. The indicators were input for an assessment tool. This tool judges outdated business parks at three levels; macro, meso and micro. The macro level will in thinking about designing and planning the urban ir. A.W.C. Timmermans judges the environment of the business park. The meso level will judges the business environment, motivated by the rising awareness of Background info: parks itself and the micro level will judges the buildings on the business park. The resource scarcity and aiming at creating diverse, I studied building engineering at Windesheim in Zwolle from 2002-2006. I moved assessment tool is one of the results of this thesis. clean, safe and healthy environments. to Eindhoven after graduation. Here I followed the master Building Technology at The second result of the research is a case study. The business park Sunrise Campus in Venlo is judged with the assessment tool. The case study resulted in: A challenge she face was how to determine an the department architecture, building and planning of the University of Technology in Eindhoven. I graduated in 2010. After a south east Asia trip for three months I assessment criterion for →→ An improvement for user friendliness of the assessment tool. the principle “celebrate diversity” another challenges were: how to deal with started to work at the building and construction company Heijmans. I followed a →→ An improvement of the indicators flora and fauna. different stakeholders; how to deal with the time management traineeship for three years. And now I work as a project coordinator pressure when new technologies cannot be tested; and at the department Services of Heijmans. →→ Recommendations to develop the sunrise campus. how to manage different future visions for the same →→ Recommendations for further research location. University: Eindhoven University of Technology, The Netherlands

Further readings student theses e.g.: van Schaik, Faculty: Bouwkunde 2010; Meeuwsen, 2009; Lam, 2008; and related Department: Architecture Building and Planning publications e.g.: De Pauw, et al., 2015; van Dijk, et al. 2014; Mulhall, Braungart, & Hansen, 2013b; Master: Building Technology Braungart, Mulhall, 2010.

34 35 Case Study Book Inspired by Cradle to Cradle® Case Study Book Inspired by Cradle to Cradle® THE PUZZLE Global societal challenges or trends My motivation of this challenge was: If we can close the cycles, based on C2C, of and tested the helpfulness of the assessment tool by creating policy for business outdated business parks we could upgrade the parks and extend their life cycle. parks. At the end of the research the case study was a visual result of the assessment The thesis ‘Revive of outdated business parks based on Cradle to Cradle’ was a Business parks have a certain life-cycle. At the start there will be an intake of new tool. research into durability and delightfulness of de building environment of outdated companies. Phase 1. And the employment will be increase. Phase 2. In the third business parks based on C2C. In the context of this research, building environment phase the companies will grow to a certain level where they get other requirements. APPROACH means the spatial use of the business parks. The business parks cannot always answer their new needs, like expanding options CRADLE TO CRADLE or more logistic requirements. At the end of this phase the ageing process will start. Four sub questions are formulated to answer the main question: “To what extent There is a lack of research and experience about reviving outdated business parks Features of outdated business parks are the problem of unoccupied buildings, the can Cradle to Cradle upgrade the building environment of outdated business parks?” During my master I read a lot of books and articles about principles of sustainability. based on C2C. That’s the reason why there are no indicators to judge business parks inefficient spatial use or polluted public spaces. The principles of C2C are exclusive at three points: and to upgrade the quality of these parks by using C2C. The research question for my →→ Which aspects are important to apply Cradle to Cradle on business thesis was: “To what extent can Cradle to Cradle upgrade the building environment Besides the economic aspects became social and ecological aspects of business parks? →→ Close cycles by waste is food. C2C divided cycles into biosphere and of outdated business parks?” parks more important. Existing research by Buck Consultants International (BCI) has techno-sphere. concluded that 17% of the Dutch business parks are outdated. The Dutch Policy is →→ Which aspects are important to revive outdated business parks? This research question intended two results. The first intended result wasa always more focused on new business parks (SenterNovem, 2005). Existing business →→ Improvement by upgrading products instead of make it less valuable. theoretical assessment tool. At the start of this project there were no tools to judge parks will be faster outdated, the consequences are more inefficient spatial use and/ →→ What are the aspects to assess outdated business parks based on outdated business parks. The result of this research was a scheme of an assessment or polluted public spaces. The notion of possibilities of C2C on outdated business Cradle to Cradle? →→ Develop technical and natural cycles to upcycle instead of re- or tool to judge business parks based on C2C. The second intended result was a case downcycle. parks helps public authorities to focus on policy to upgrade business parks and to →→ To what extent can the aspects of C2C apply to assess outdated study. The case study was the Sunrise Campus in Venlo. The case study validated the develop new business parks for the future. business parks? In my opinion C2C is exceeding in comparison with other sustainable principles, functioning of the assessment tool. because of the ambition to close cycles by waste is food and upcycle products. Motivation The research started to make a connection between the philosophy Cradle to Cradle Time-frame The philosophy C2C is new and has to develop herself by research and practical and the building environment of outdated business parks. The first two questions are The reason why I choose to incorporate the ideas of C2C are the lack of practical The final project was started in December 2008 and completed in March 2010. application. During my master track I got acquainted with C2C and after reading the approached with literature research. experience in the existing building environment and because the philosophy is new During the project there were three important breakthroughs. and has to develop herself. book I decided to use this philosophy for my thesis. In my opinion the C2C concept Research question one was mentioned to determine to what extent C2C applies at to close cycles by waste is food, is interesting. By using this philosophy we will mimic an area. The goal of the second research question was to create a foundation of I used the concept of making cycles by waste is food and to create more valuable →→ The moment where I found a subject to combine with C2C. One of nature. the visitors mentioned the problem of outdated business park at the aspects to judge outdated business parks. The resources which are used are master instead of less. I worked with most of the concepts, because the assessment tool symposium sustainable building 2008 At the start of my final project I looked for the connection with the building industry. plans and revived projects. is dived into six aspect at different levels. Indicators for material like local and removable products contain the concept material management and techno-sphere. A documentary about a highly polluting process company was one of my The third research question was to relate C2C to the building environment of business →→ Master plans of outdated business parks didn’t emphasized the motivations to start to read about business parks. Primarily outdated business parks Indicators like use of energy or water, , rain or effluent contain aspect flora and fauna. This aspect was more related to C2C. Contact parks. The goal was to create indicators to measure the value of the business parks at the concept of solar power and bio-sphere. Indicators for flora and fauna like air because there are fewer developments inside upgrading outdated business parks different aspects based on C2C. The approach was based on a matching principle of with Robbert Snerp about his research, Biodiversity conservation at than new ones. quality, habitat and growth-restricting contain the concept of celebrate diversity. business sites, confirmed that business sites are a perfect breeding literature. Resources are reports on outdated business parks and cycles on business place for nature. The outdated business parks provide an unhealthy atmosphere and it’s like waste in parks. The effect of working with Cradle to Cradle our . →→ Contact with the municipality of Venlo. They enabled the case study. The last research question was testing the results of question three by means of a I started with C2C as foundation. I had read and discovered the philosophy before I case study. This question tested the user friendliness of the created assessment tool 36 37 Case Study Book Inspired by Cradle to Cradle® Case Study Book Inspired by Cradle to Cradle® started with the problem of outdated business parks. Campus. The conclusion of the case study was a concept to upgrade this business park by using the list of request. The challenges while working with Cradle to Cradle Bio-sphere

The assessment tool, to judge outdated business parks, is validate ones in this Techno-sphere RECOMMENDATIONS research. That is why it is not suitable for universal use. Recommended is to do more van Schaik aimed to contribute to upgrading research to improve the assessment tool. Material management Research on the improvement of the friendliness use of the assessment tool: Friendliness use is important to make the tool universal and workable. Several outdated business parks using the C2C approach, as SOLVING THE PUZZLE Waste = Food assessment tools have to be compared to determine the criteria of a friendliness tool. they currently cause environmental problems, are Besides this research are pilot projects important to experiment with the assessment The ‘puzzle’ is solved by making an assessment tool to judge outdated business parks Use Solar Power unhealthy and wasteful. Therefore she researched the tool and assess the friendliness use of the tool. based on C2C. The assessment tool is developed by literature research and one case social context and building environment using the Celebrate diversity study. The literature leaded to six aspects to judge business parks on C2C potential. Research for better indicators for the macro and micro level: This final project is C2C concepts of “Waste = Food”, “Bio- and Techno- The aspects are energy, water, material, flora and fauna, land-use structure and (bio-, conceptual- and cultural- diversity) based on research report which emphasized the business parks itself. De meso level sphere” and “Celebrate Diversity”. She distilled infrastructure. The first three aspects are mentioned in different investigations to descripted the business park, that’s why the meso level had more detailed indicators Design for disassembly indicators to asses these business park on the macro, ecological cycles and durability. It is possible to correlate these three flows. in comparison with the macro and micro level. To do more research on indicators at macro and micro level, the assessment tool will be more reliable. meso and micro level. During my investigation I added three more aspects. The first aspect is infrastructure because this aspect has an important role in business parks. Most master plans of Weighting of the indicators: Weighting of the indicators of the assessment tool are A challenge she faced, and wanted to contribute to in outdated business parks emphasized this aspect. The second aspect is land-use A lack of the assessment tool is the fact that aspects can be in conflict with other measured proportional. More research to the proportion of the individual indicators her research was the further development of the C2C structure. This structure has to deal with the visual and dimensional aspects. The aspects. That is the reason why the case study cannot be upgraded completely by the will result in more detailed information about the C2C opportunities. third aspect is flora and fauna. Business sites are a perfect breeding place for nature. philosophy of C2C. At this time you have to make compromises. approach in the practice of the built environment. It has a positive influence and interaction between the building environment and it Specify the assess data of the indicators: The assessment tool is divided into different can be a part of the C2C concept biosphere. On the other hand, you can upgrade the durability, work climate and delightfulness indicators. Each indicator is classified in standard assess data. Some indicators are Further readings student theses e.g: Jaramillo, 2013; of the building environment of business parks by using the tool. global like the indicator economic benefits. Other indicators have global assess data Vandenbroucke, 2011; de Groot, 2009; Lam, 2008; The assessment tool judges outdated business parks at three levels; macro, meso like good, sufficient and bad. The assessment will improve when the assess data of and related publications e.g.: van Dijk, et al. 2014; and micro. The macro level will judge the environment of the business park. The Results some indicators will be specified. meso level will judge the business parks itself and the micro level will judge the Mulhall, Braungart, & Hansen, 2013b; Girardet & buildings on the business park. The results were an assessment tool and a case study. To use the tool you can make an Braungart, 2012; Hansen, Braungart, & Mulhall, inventory of the C2C potentials. When the tool, by further research, will be developed LINK 2012; Braungart, Mulhall, 2010. LESSONS LEARNED to a universal instrument, than it is an interesting tool for public authorities, advisors and environmental planners. They can use the tool for developing policy of business http://repository.tue.nl/675779 I learned that each business park is unique. We cannot apply C2C at an individual parks and creating visions and advises. level on business parks. That is the reason I made an assessment tool to investigate C2C potentials. The results are a starting point to do further research on development The case study was an assessment of the business park Sunrise Campus. The results options, instead of an advise on how you can upgrade business parks. of the assessment created starting points for a list of request to upgrade the Sunrise 38 39 Case Study Book Inspired by Cradle to Cradle® Case Study Book Inspired by Cradle to Cradle® BUILDING INTEGRATED GREENHOUSES ABSTRACT The three students travelled to Shanghai, one of the highly polluted cities in the Currently the project is in the process of acquiring a subsidy to do extensive physical world, to research the potential of the Building Integrated Greenhouse (BIG) to act as tests in the Botanical Garden of UU, and accordingly realise a prototype on top of a In 2009 the Happy Healthy School project started as the Bachelor Graduation Name: Michiel Kulik (2009) the ‘lung’ of the school. At the World Expo 2010 in Shanghai they won the Knowledge building of the HU at the Uithof in Utrecht. In addition, the tests and research are Research of Hogeschool Utrecht (HU) students Brendan Bakker, Joost Barendregt Inc. encouragement prize. Since then the project has evolved to a multi-disciplinary being expanded to the TU Munich. Supervisors: Rogier Laterveer, Hogeschool and Michiel cooperation of HU, University Utrecht (UU), Wageningen University (WUR) and TU Global societal challenges or trends Utrecht Delft (TUD), under the guidance of Rogier Laterveer, Michiel Kulik and Eva Souren. Kulik. One of the supervisors, Paul de Ruiter architects, had been working on the Bad air quality in buildings can be improved with natures engineering skills. Bringing Roland Gunnesch, DHV ‘Zuidkas’ concept, integrating a greenhouse and an office building in the Amsterdam nature back in the building envelope (not just on the roof) doesn’t just have an air Shanghai Business District, De Zuidas. De Ruiter pointed out there is a big potential for schools THE PUZZLE to adopt this concept: the (IAQ) of schools is often low, partly due filtering potential. It also has a positive effect on the well-being of occupants and Paul de Ruiter, Architect to high concentrations of CO2 exhaled by the occupants. This can lead to a drop in The synergy of the building and greenhouse seems obvious: people breathe in their performance. Combining the correct systems, plants and technologies, can school performance of 20% (Bakó-Biró et al., 2008) oxygen and breathe out CO2; plants grow from CO2 and produce oxygen. Besides optimize cycles of food, nutrients, waste and energy. Also the connection tothe Background info: CO2 various plants have the capacity to metabolise other pollutants (Tarran et al. food supply is often lost, and this form of can act as an excellent Rogier (left) is an enthusiastic architect and teacher, currently in pursuit of a PhD. The IAQ can be improved with vegetation, as plants use the human ‘waste’ CO2 as a 2007). The main goal of the graduation research was to use nature’s engineering educational tool. nutrient, and produce fresh air and biomass from it. Also schools are often located in The and experimenting in the conservative building sector are his skills and apply them to the building envelope. areas with outside air pollution like NOx and fine dust, especially in cities near busy Motivation biggest professional drives. This, and his two sons, keeps him up all night. roads, which can adversely affect the indoor air quality. The Netherlands has an advanced greenhouse industry. There is a lot of knowledge of climate control, waste and nutrient management, energy household (including Intrinsic motivation and a global challenge. Doing something good! Bad air quality in Michiel (right) never understood why designers put asphalt on roofs. His travels storage) and automation. However many buildings still rely on a sole sensor: the schools, and in cities in general was the main motivation. The link between different available modern greenhouse systems and buildings (not always so modern) HVAC have given him a broad view of different and architecture. He has a strong thermostat. systems had to be made, as it has great potency to improve the air quality. We interest in industrial ecology: His recent Master Thesis for the TU Delft architecture The greenhouse is also in essence a big solar collector. Residual heat could be used wanted to combine the knowledge of biologists, ecologists and growers with the faculty aimed to make the Life Cycle Assessment more understandable, for the case as additional building heating, especially in spring and autumn. knowledge of architects, engineers and other building specialists. of China’s rapid urbanization of 400 million people. By bringing nature, or agriculture, into the school the relation between city children and the food industry can also be reinforced. APPROACH University: University of Applied Science Utrecht Time-frame After the brainstorms with Paul de Ruiter architects, the students got into contact Faculty: Nature & Technique with Priva, a mayor Greenhouse Climate specialist in the Netherlands. The students The project started in 2009, and since the Shanghai Expo in 2010 several groups went to Shanghai, where they were welcomed by DHV Shanghai. The 2009 research Department: Built Environment of students have continued work on the concept. HU students have amongst other focussed mainly on optimizing air flows in the concept and creating an experience for things done research on feasibility, installation technique and modular systems. the school children. Visits to e.g. the Shanghai Greenport, where many technologically Master: Architectural Engineering (Bachelor) WUR students have done research on the potential of BIG’s to refresh indoor air advanced greenhouses are located, and interviews with greenhouse and building and recycle nutrients, and UU students have researched several plants on their air climate experts gave the students an idea of the possible applications of the BIG. Involved institutes: Priva, Wageningen University, Utrecht University, TU Delft, refreshing capacity. TU München, EPEA. Extensive literature research on the indoor school climate also aided the students to 40 41 Case Study Book Inspired by Cradle to Cradle® Case Study Book Inspired by Cradle to Cradle® apply the concept. The effect of working with Cradle to Cradle SOLVING THE PUZZLE

The research had led to more questions then answers and had gained some We focused on the one hand more on the holistic approach and on the other hand The puzzle is far from being solved: The prototype is an essential factor to getting media attention, leading to an invitation to the Shanghai World Expo 2010.The we took a stronger course to a prototype. Cradle to Cradle boosted the researchers the answers and see how the concept can be optimized for various situations and encouragement prize won there led the way to further research. HU students picked by confirming they were actually doing something good, not less bad! locations. up the project to do additional researches; one of the first being the graduation research of Eva Souren on the application of the concept in the Dutch context. The challenges while working with Cradle to Cradle LESSONS LEARNED

Through the C2C lab at TU Delft and EPEA a group of WUR students was commissioned Interdisciplinary research and design processes across biology and building There is very little knowledge on the topic. The problems learned from ‘biodomes’ in to do a research focussing on the bio system. technology doesn’t really exist, or is in a very early stage in the Netherlands. In the 70’s have been solved largely already. Integration of green into buildings seems for example, Baubiologie (Building Biology) is a well-known field. to have started all over again. Most recently a group of UU biology students did a literature research on different plants and their air filtering capacities, focussing on more than just CO2. The bonds between builders and biologists are still under development for the BIG, There are many pollutants and all plants have their specializations. Inside air and but mutual interest is there and the project motivates both worlds to cooperate. outside air both have different polluting factors. Of course it would be best if those factors simply weren’t there, but it will probably take another while before the issues CRADLE TO CRADLE are addressed from the source.

Understanding biological cycles and e.g. the notion that in this case the “waste” CO2 The ecosystem is a great , with incredibly large, or small, delicate but resilient was actually food for plants, was an eye opener for the graduation students. Initially balances. Creating synergy with somewhat less balanced or predictable factors, the the link with C2C wasn’t even made. However the three students did had a strong humans in this case, is a challenge. But nothing is impossible and at the base of interest in a better, ‘sustainable’ approach to architecture. It was clear to them that Bio-sphere this lies the gathering of knowledge, which will hopefully lead to a broader use and both biological and technological innovations need to be applied in order to reach application of the great ways nature has found to solve problems. the goal of better architecture. The somewhat old-fashioned built environment was Techno-sphere facing big challenge. Material management Results Besides the Waste = Food concept applied through the use of CO2, an important Waste = Food So far the literature studies have been promising, but as mentioned many test have factor is the use of solar power. In order for the plants to reach their air filtering to be done in the prototype. One of the results the project hopes to achieve is to goal, optimization of the solar income turned out to be an important factor (Duijm Use Solar Power expand the Dutch greenhouse knowledge to the building industry. And of course et al. 2006). Flat roofs caused an additional problem of unwanted heating up of linking biology and with architecture to make great buildings. buildings; plants could make better use of this power to grow and thus to filter the Celebrate diversity air. Although not the main focus of the research, the students designed the building (bio-, conceptual- and cultural- diversity) Other solutions with a demountable laminated bamboo construction. The bamboo could grow in the greenhouse itself, regenerating the entire building in less than 20 years. Design for disassembly There are many solely technical solutions for the current problems. However, they are often too expensive and therefore not always applied. Especially when it comes to schools, which generally have a limited budget.

42 43 Case Study Book Inspired by Cradle to Cradle® Case Study Book Inspired by Cradle to Cradle® Besides that, a hidden HVAC system will not trigger the senses in a way green can. REFERENCES

Bakó-Biró, Zs., Kochhar, N., Clements-Croome D.J., Awbi H.B., Williams, M. RECOMMENDATIONS (2008). Ventilation Rates In Schools And Pupil’s Performance Using Computerised Assessment Tests. School of Construction Management and Engineering. The Join in! The goal of this research is to gather and share information on an open University of Reading source basis. Primary schools, high schools, universities, companies and everything in between are welcome to actively participate. As are architects and biologists, or Boer, R. de, Bouallal, I., Dekker, B., Dubbeldam, M., Eussen, P., Thie, N. (2013). PURA: anyone that thinks they can add a piece to the puzzle. Plants Used to Refresh Air. University of Utrecht, Biology Department.

If you are just interested, or would like to see the ; on www.BIGreenhouses. Duijm, F., (2006). Toetswaarden voor ventilatie in scholen en kindercentra. GGD org you will soon be able to find a live video stream of the prototype with real time measuring results. Duijn, B. van, Klein Hesselink, J., Kester, M., Janssen, J., Spitters, H. (2011). Plant in de Klas. Telersvereniging Air So Pure.

Kulik, M. (2009). Happy Healthy School (Shanghai); Chapter ‘Kas als Bron’; p 38-54. Bachelor Thesis. University of Applied Science Utrecht.

Simons, J., Steinbuch, L., Schrauwen, A., Okenna, O-N. (2012). Think BIG!: Building Integrated Greenhouses Which Clean Indoor Air And Recycle Nutrients, Inspired by Cradle to Cradle. Wageningen University of Research.

Souren, E. (2011). Happy Healthy School 2.0 (Nederland). Bachelor Thesis. University of Applied Science Utrecht.

Tarran, J., Torpy, F., and Burchett, M. (2007). Use Of Living Pot-plants To Cleanse Indoor Air. University of Technology (UTS).

LINK

www.BIGreenhouses.org

44 45 Case Study Book Inspired by Cradle to Cradle® Case Study Book Inspired by Cradle to Cradle® THE BREATHING GREEN PAVILION: THE USAGE OF A ABSTRACT LIVING WALL AS A NATURAL AIR PURIFICATION SYSTEM Out of my fascination for nature and my worries for the current phenomenon of air pollution, I wanted to design a sustainable pavilion with a natural air purification system to filter the polluted air. This resulted in The Breathing Green Pavilion: a Name: Lara Smits (2013) pavilion which contains an air filter system based on a living wall. Plants are used to The students that worked on this project started with filter particulate matter, toxic substances, NO, NO2 and ozone out of the air. Besides the aim of improving the indoor air quality in schools Supervisors: Leo de Ruijsscher filtering out these substances, the plants will also automatically ensure that the through the addition of a greenhouse with plants that humidity and oxygen levels of the air inside the pavilion is of a healthy quality. This Suzanne Groenewold clean the air. They all focused on a different aspect solution is not only about the quality of air inside the building. When we look at the pavilion in the larger area, we can even say that it will operate as an air purification of the design, related to their research field. With the system for its surroundings. design a positive contribution to human health was envisaged, combined with a positive effect on the food Background info: cycle, nutrient management, eliminating waste, and energy production in urban areas. Since I was young, I’ve had a great fascination and admiration for nature. I find it very interesting how all the different systems of nature work and co-operate. In their design they focused on the C2C-intention Especially plants amaze me: how beautiful they can be, how they can adjust to “enhance air and climate quality” (see e.g. Braungart, different seasons and circumstances, how they communicate with each other and Mulhall, 2010). Currently they work on a prototype to optimise the concept in real life. This is seen as one of how they take care of a good air quality (humidity, dust, oxygen). In this chapter I the challenges for future research. will tell you about a project where I used a natural system to design a solution for the problem of air pollution. Further readings student theses e.g.: Smits, 2012; and related publications e.g.: van Dijk, et al. 2014; University: Delft University of Technology, The Netherlands Mulhall, Braungart, & Hansen, 2013b; Braungart, McDonough, & Bollinger, 2007. Faculty: Architecture Department: Architectural Engineering

Master: Bachelor Architecture

46 47 Case Study Book Inspired by Cradle to Cradle® Case Study Book Inspired by Cradle to Cradle® THE PUZZLE Global societal challenges or trends APPROACH = food’. Applying solar panels to obtain the needed energy for this air filter system made it even more sustainable. For one of the projects during my Bachelor of Architecture at the TU in Delft, I had The problem that I choose relates to the global societal challenge of environmental In many ways we can learn from nature when we try to find solutions for our (design) to design a pavilion in the former harbour and industrial area in Rotterdam. It was pollution, in specific to the problem of air pollution in large cities. problems and challenges. This principle of using nature as our example is called I used solar power to generate the energy that the air filter system needs. I also used an individual assignment. For my design I had to choose a source of inspiration. Biomimicry. plants instead of fabricated materials to filter the air. I think this really fits into the This could be anything: music, animals, and water, whatever. So it was a very free For many different reasons, the problem of air pollution is a difficult problem. People ideas of the C2C , because when the system needs to be broken assignment. like to ignore problems that they don’t literally see, and air pollutions if of course Because I have always been fascinated by the smart systems of nature, I really like down, these plants are no waist: either they can be re-used in another living-wall/ quite an ‘invisible’ problem. But what makes this problem even more difficult, is that to use Biomimicry when I start my design process. Taking nature as my example, air-filter system, or they can be ‘given back to nature’, or they can be processed into I researched the harbour area. It showed that it is in many ways highly polluted (the there are so many different countries and parties involved. It is a very wide problem, plants and trees are the most important aspects when it comes to a good air quality. for other plants. air, the , the etc.). In order to transform this district into a residential which needs a wide range of solutions. In my research I found that not only the leaves but also the roots of plants play an area (which is the plan for the future), it needs to be less contaminated. important role in the nature’s air-filtering system. Therefore I wanted to design a The effect of working with Cradle to Cradle Although people in different countries have become aware of this problem, there system where the polluted air from outside the building passes both the roots and This triggered me to find a solution for the air pollution problem. Being inspired are not yet very effective solutions. Governments start taking their responsibilities the leaves of plants. In this way, the maximum purification capacity of the plants is The C2C is very close to my values and my lifestyle. I apply many of these C2C- by nature, I wanted first of all to use a natural way to reduce the amount of toxic by making rules about the amount of emissions that companies are allowed to cause used. principles intuitively, without trying to fit everything to ‘the rules of the C2C substances and particulate matter in the air inside my pavilion. Secondarily, on a per year. But so far this is one of the few solution that is applied for this problem. approach’. Inspiration and creativity to find sustainable solutions for many of our larger scale, I wanted to use this same solution to filter the air outdoors to contribute When translating my concept of ‘purifying polluted outdoor air with a natural system’ fundamental problems is as important as ‘following the C2C design paradigm’. So Motivation to a better air quality in the city. into a pavilion design, I wanted to choose a form for the pavilion that stimulates a it did not chance my approach, but it perfectly matches with my criteria for good good airflow through the building. Therefore I choose the form of a spiral, which in Worldwide, the air that we breathe gets more and more contaminated every day. From age 8 till 20 I have been training on multiple Dance Academies to become a my point of few is a perfect ‘continuous movement’. In that way, a spiral contributes professional dancer. During this period I realized how important for me a healthy Human beings breathe in approximately a thousand litres of air a day. Bad air quality to a smooth airflow inside the pavilion. Bio-sphere is a serious problem for our health. In certain cities, the air pollution is already so bad lifestyle is to feel happy and energetic. When pursue a healthy lifestyle, there are that it causes respiratory problems to its inhabitants. Therefore, my third goal was to many different elements: healthy food, physical exercise, quality sleep, natural light, Techno-sphere use my design to create awareness for the serious issue of air pollution. fresh air, etc. CRADLE TO CRADLE Material management When I came to Delft to study Architecture, my interest in the question ‘how to live Time-frame At the start, I wasn’t aware of the fact that I was going to pursue a C2C design a healthy live?’ remained, and it started to play an important role in my all designs. paradigm. But looking back to the design process and to the final result, I can say Waste = Food The Time-frame of this project was eight weeks. The first two weeks were dedicated During my dancing lessons, but also when I study at our University Campus, I am that I did achieve a goal which perfectly fits into to the C2C philosophy. to define a personal inspiration and research it. I visited the location to capture the Use Solar Power aware of the fact that the indoor-air quality has a big influence on how people feel, atmosphere and being inspired by these surroundings. I was inspired (or better said: worried) by the problem of air pollution. Therefore think and perform. When there is not enough oxygen in the air, you start feeling Celebrate diversity I wanted to design a building that would contain a solution for this air pollution After those two weeks of research, the design process started. In six weeks we had dizzy and get a head age. When the air is really dry, your eyes start burning, your problem. With nature as my example, I came up with the idea of making a ‘natural (bio-, conceptual- and cultural- diversity) to translate our inspiration and research into a pavilion design. This design process lunges get irritated and your skin starts to feel itchy. Therefore I wanted to investigate air filter’, to create a better indoor (and outdoor) environment. Design for disassembly contains three phases: the concept, the draft and the final design. this topic and try to find a good solution for the question: how to gain a healthy air quality? Looking back to my project, I realize that this really fits into the C2C design paradigm, because the usage of plants instead of industrial fabricated air filters is very sustainable. The circle of life of plants elapse perfectly through the concept ‘waste 48 49 Case Study Book Inspired by Cradle to Cradle® Case Study Book Inspired by Cradle to Cradle® quality design.

The challenges while working with Cradle to Cradle

By combining a few existing concepts/systems, I designed a new natural air purification system and applied this system in my Breathing Green Pavilion. The existing concepts/systems that I used are:

-the way plants work in nature

-the design of the vertical gardens (‘living wall’)

-the latest mechanical air systems (pump, heat exchanger, air filter etc.)

-solar panels

All these concepts or systems work well on their own. By combining their strengths and advantages, I intended to design a living wall that is functioning as a state of the art natural air filtering system. So the challenge is not so much the individual components, but more about: how can we make them work well together in order to guaranty first of all a healthy air quality inside the pavilion. And second that the air emission of the building is of a higher quality than its surroundings. In this way the pavilion functions as an air quality improvement unit. Of course, to be sure that These living walls, ‘vertical gardens’, are now only used for facade-decoration. Plants we achieve the expected positive impact on the environment, we need to build, test grow in a porous material, which is fixed to the facade with anchors. The plants are and measure. fed by a system which pumps water with nutrition to the top of the wall. The water will seep downwards through the porous material of the wall, and feeds the plants. At the bottom of the wall, the water is collected, and (after new nutrition is adjusted SOLVING THE PUZZLE to the water) will be pumped up again in this circular system.

Use ‘the natural way’ to filter and purify air might sounds easy, but the application of The polluted ‘air-in’ is pumped into a box. One side of this box is perforated, so that plants in an indoor air system is pretty complex. The basic idea is that plants replace the air will be pushed through the porous material of the living wall, and will be artificial air filters that are used in mechanical air conditioning systems that most filtered by the roots and the leaves of the plants (see image before). The purified air buildings contain. To make optimum usage of the purifying qualities of plants, it is circulates into the building. crucial to bring the outside air in touch with the roots of the plants. That brought me To keep the wall working under all sorts of circumstances, the pressure and to the idea of using a ‘living wall’ for my filter system. temperature of the outdoor air that enters the purifying system must be controlled. The required energy for this system comes from solar panels on the roof of the 50 51 Case Study Book Inspired by Cradle to Cradle® Case Study Book Inspired by Cradle to Cradle® building. After usage, the air leaves the building. A heat exchanger makes sure that RECOMMENDATIONS the thermal heath can be re-used. For further research it would be necessary to test the designed natural air purification My assumption is that the air that leaves the building will be cleaner than the air system. Multiple experiments have proved that plants are able to purify the air. But that enters the building, so the Breathing Green Pavilion contributes to a better to make sure that the designed system works properly, a test model needs to be Smits started her project motivated by a personal environment. build and the results need to be measured. experience and her fascination for nature. She aimed Lessons learned Also it would be interesting to do some more research around the plants, to try to to design a pavilion that contributed to the purification find out which plants are the most effective to apply in this system. of polluted air and, therewith, positively affect human Most importantly, I have learned how to translate a very general problem into a health and productivity, within the building and tangible solution: a system that can be applied in buildings. for the surroundings. During the design process she I’ve also learned that applying the basic principles of and lessons from nature in realized that this aim fits the C2C design approach. every day solutions and design challenges is so much smarter than most ofthe Smits focused on a building element (the wall) and orthodox technology thinking. the C2C-intention “enhance air and climate quality” Results (see e.g. Braungart, Mulhall, 2010).

My design so far has been received well by fellow students and researchers from She referred to the concept of Biomimicry, as she the TU Delft. I was invited to write a magazine article about my about the Breathing learned from natural systems (roots and leaves of Green Pavilion. And I hope that I will be able to implement the concept in a real-live plants) when designing her pavilion. She solved her design soon. puzzle combining different techniques that could Other solutions contribute to her design aim. The challenge for further research would be test this design in real life. There are many other ways of approaching the problem of air pollution. To find a solution for this problem, as well for the bad air conditions in buildings asfor Further readings student theses e.g.: Souren, 2011, the more general problem of air pollution in the environment. All these different approaches can lead to different solutions for this problem. Kulik, 2009 and related publications e.g.: De Pauw, et al. 2014; van Dijk, et al. 2014; Braungart, Mulhall, But for my approach, where I used nature as my example, the usage of plants is a 2010. very logic direction to choose for the design. Also, this usage of plants contains many advantages, because plants are already complex systems on their own.

52 53 Case Study Book Inspired by Cradle to Cradle® Case Study Book Inspired by Cradle to Cradle® CLOSING THE MATERIALS CYCLES; IMPLEMENTATION OF ABSTRACT THE PUZZLE Global societal challenges or trends DESIGN AND CONSTRUCTION STRATEGIES This thesis concerns an alternative design approach in relation to architecture’s Currently, when trying to approach a sustainable building design, not all related design Industrial environmental management has developed through various views during inherent nature of materialisation. Opposed to the current prevailing context of aspects such as materials safety, wastes involved and recyclability possibilities are the last decades. In the last years attention has been drawn to the aspect of misuse Name: Ir. Ifigeneia Riga (2012) a linear building process, design and construction methods are studied through a taken into consideration. Thus, a holistic design effectively addressing environmental of materials and resources whose demand continues to grow but availability is technical research and a research by design in order to understand the framework issues by closing the materials cycle is not approached, therefore causing the building becoming scarcer. Hence, greater attention must be given to more effective use of Supervisors: Prof. Dr. Ir. A.A.J.F. vd Dobbelsteen and set the related strategies of a Closed Material Cycles architectural design. industry to inadvertently retain overall linearity of the materials life cycle. these resources relative to the materials cycle. The building industry most commonly operates in an open cycle system in which resources are extracted from the earth to Ir. J.F. Engels A Closed Material Cycles design approach - where materials remain in productive use The puzzle to be solved deals with three main challenges related to an architectural be used and finally exit as waste. A linear design approach in architecture can lead Ir. S.C. Groenewold-Stengs after their service lifespan as technical and/or biological nutrients- is the technical design: to design solutions of systems which seldom comply with possibilities for perpetual topic, which gives specific directions and outputs for the conduction of ahotel reusability and recyclability, not effectively addressing the scarcity problem. At the Ir. S. van Dijk building design proposal in Scheveningen harbour in the city of Den Haag. →→ The complexity of a building’s systems, its various components, their same time products and processes are often not adequately viewed under the scope materials and the design strategies used to integrate them into a of human and environmental health during their Life Cycle. Design frameworks aiming to setting Closed Material Cycles strategies and whole, are not viewed in a way that allows for a thorough plan of Background info: methodologies are examined as a first stepping stone towards an architecture Closed Materials Cycle to be approached. Motivation which effectively addresses environmental issues caused by the misuse of materials Having earned my Diploma as an Architect Engineer, I continued to my Master through the design practice. →→ During the life cycle of the building, from extraction of materials The motivation for facing this challenge derives from understanding the possibilities of in Delft University of Technology in 2010, in order to gain phase until the end-of-life phase, hazardous and toxic products, by- which a closed material cycles design could offer to a more effectively sustainable Accordingly, three basic aspects are set as design objectives: the utilisation of design products and processes are often being used and released, having a architectural practice. Materials misuse in the context of highly consumerist further insight into the essential aspect of architectural “how”, studied by the strategies which allow for the recollection of materials, the selection of materials negative impact on human and environmental health. developed societies is related to the construction industry, since the larger amount specialization of Architectural Engineering. My research interests under this scope and processes which have positive effects on humans and environmental health, and of extracted materials is used for emerging constructions, in an open product →→ Materials and processes currently used for the realisation of a building, lied in studies related to environmental issues; existing and arising challenges of the selection of materials and processes which allow for their perpetual reutilisation design system. In the current architectural practice building sub-systems and their as technical or biological nutrients. rarely allow for continuous , recycle, and wastes treatment into components are frequently designed under the scope of energy efficiency as the the interdependent natural and built environments, which can be partially explored the technical and biological cycles. main priority for a sustainable design. However, dynamic approaches which would and “answered” by building technologies as a way towards the realization of an also include waste management, toxicity avoidance, recyclability and reutilisation environmentally conscious architectural approach. Time-frame issues, are rarely addressed. The concept of closed life cycle material flows in architecture can provide a more holistic approach to the materials scarcity and Starting in November 2011 when the proposed research topic of Closing the related environmental occurring issues. By applying such strategies, one can talk University: Delft University of Technology, The Netherlands Materials Cycles was defined, by January 2012 the preliminary research had formed about a “viable” architecture, expanding the meaning of sustainability. the “puzzle”; its related questions to be answered as well as the objectives that Faculty: Architecture would further guide an architectural proposal as starting points. In April 2012 the theoretical findings of the research were identified, and through evaluative loops APPROACH Department: Architectural Engineering and Technology with a “bottom-up” design process the criteria for the final building proposal were set. By May 2012, the technical research was completed, and the architectural design Through desk research frameworks dealing with a Closed Material Cycles (CMC) Master: Architectural Engineering had found the way towards its final form, which through an evaluative have been examined and accordingly the basic research and design objectives resulted to the final answer (thesis report and design proposal) in July 2012. were set: the appropriate systematisation of the building utilising CMC design 54 55 Case Study Book Inspired by Cradle to Cradle® Case Study Book Inspired by Cradle to Cradle® strategies, the identification of materials and processes which can comply with the industrial environments, and this concept was crucial for the conduction of this a CMC design approach do not analyse since they focus mainly on the aspect of previous design strategies while being safe for humans and the environment, and the thesis. design for disassembly strategies. Similarly, for the research by design part of the identification of materials and processes which allow for the perpetual re-utilisation thesis, these three conditions altogether acted as architectural criteria, exceeding of materials as technical or biological nutrients. The basic C2C concept which was utilised was “Waste=Food”, as the most important standardised design strategies which aim mainly to the recyclability or reuse of precondition for a closed loop design. At the same time “Design for Disassembly” building components. The first part of systematisation of the building aimed to the identification of design is a design criteria which needs to be met in order for the materials to remain in criteria and tools which can allow for the design of the building systems through productive use for the natural and/or industrial environments. This “productive use” The challenges while working with Cradle to Cradle CMC. This part was based in literature review in order to identify the theoretical does not only refer to recycling, but as C2C analyses, to “” the recovered conditions involved, and a case studies analysis to define the practical conditions of building materials as nutrients for the “Bio-sphere” or the “Techno-sphere”; Design aspects based on the directions of design for disassembly cannot be CMC design strategies implementation. continuing their life cycle either as consumption or service products respectively. generalised as a for architects, since the different nature of every project sets a variety of priorities, freedoms and limitations. As far as the aspects Continuing, in the part of materials’ and processes’ health for humans and the The effect of working with Cradle to Cradle of materials’ health and perpetual recovery are concerned, more challenges arise, environment, selection criteria related to the materials’ life cycle impacts and health since a deep knowledge of other disciplines such as chemistry and industrial hazards were defined through relevant theoretical studies and collected data based Throughout the research process, from the theoretical to the design phase, aspects ecology is required for the maximum understanding of materials nature and flows on literature review and existing enquiries. of the C2C paradigm were utilised, either as research answers or as design criteria. in the natural and built environment. At the same time, utilising the C2C paradigm These highly affected the outcomes of the technical research part adding the aspects highlighted the limitations which exist in the current building products market, both The final aspect of materials’ recovery is directly connected to the possibilities of of “materials health” and “perpetual recovery” which other frameworks dealing with in the information provided for designers as well as in the variety of products which recollected materials to be perpetually reutilised through natural or industrial can easily comply with a CMC design goal. processes. The distinction between the biological and technical cycles has been made based on theoretical research, and the criteria which need to be met for the perpetual recovery of materials have been identified. Bio-sphere SOLVING THE PUZZLE

These technical and theoretical findings were further analysed and examined Techno-sphere Starting from the technical research results, the choices for materials and construction through research by design, which concerned the conduction of a design proposal strategies vary. Although specific materials such as composites and potentially for the refurbishment and extension of an existing structure as a hotel building in Material management toxic ones are excluded, as well as construction methods such as chemical ones Scheveningen harbour, in The Hague. Waste = Food and welded components, still the final selection for a CMC architectural proposal remains to be found within a wide range of options. The answer can be found only Use Solar Power by asking the right question in relation to the system to be designed, as different CRADLE TO CRADLE CMC configurations can occur. Since design for disassembly is a precondition for the further recovery, the material selection can be narrowed down by defining and Celebrate diversity The aim of this research was to examine, review and utilise strategies which consider (bio-, conceptual- and cultural- diversity) planning the continuation of its life cycles. Instead of asking “what the system is” the the materialisation of a building as a closed cycle, rather than an open loop which question to be answered is “what it will become”. results in waste. In this context, the C2C design paradigm provided a solid and Design for disassembly coherent research material basis, having as one of its basic key points towards a Based on the design context a research on a variety of materials used by the closed loop design process the importance of the “end of life” phase of industrialised dominant fishing industry of Scheveningen identifies the wooden transportation products. Rather than waste, C2C considers materials as “food” for the natural and pallet as one of the most commonly used. Thus, pallet elements are used to form 56 57 Case Study Book Inspired by Cradle to Cradle® Case Study Book Inspired by Cradle to Cradle® building components, which are at their end-of-life recollected and recovered- Other solutions remanufactured as pallet systems. Design for Disassembly techniques allow the recollection of elements and the effective use of materials. This enclosing system As far as the theoretical part of the research is concerned, currently the three C2C is further evolved into different types of components to serve a hotel’s various inspired objectives which were set as design criteria in order to approach a Closed functions appropriately. Their materialisation complies with the pallet’s timber Material Cycles architectural approach seem to provide a holistic view of the “puzzle”. species requirements, while ensuring that the material does not impose any hazards Without all three conditions of 1) the systematisation of the building sub-systems in for human and environmental health during its lifecycle and at the same time meets such a way that allows for their successful disassembly, 2) being healthy for humans the building regulations for hotels. and the environment, and 3) being able to be recovered as technical or biological nutrients being met, a CMC design cannot be overall achieved. Lessons learned However, concerning the design part of the thesis one solution out of many was In order to successfully approach a Closed Materials Cycles architectural design, given as a creative answer to the theoretical objectives which were set, based on there are various aspects which need to be addressed and prioritised. These concern the current design context. Starting from the enclosing components of the building the application of specific design techniques through a bottom-up design strategy and utilising a combination of design strategies and materials’ selection which can which deals with all building systems (skin, structure, services, interior, etc.) reaching comply with a CMC building design resulted to the final architectural proposal. a flexible planning to the pure material level of each. At the same time, to achieve Overall, many CMC design proposals could occur, suggesting infinite opportunities a CMC design, a coherent market research needs to be done in order to identify for a truly environmentally conscious architecture. and select materials which after their service lifespan in the building can be further recovered either as biological or technical nutrients without imposing hazards for the environmental or human health during their lifecycles. LINK http://repository.tudelft.nl/view/ir/uuid%3Aa72e4489-7924-460e-95e9- Results 7be3614f53c0/ The thesis results are based on a scientific research focused on a current environmental challenge which can be addressed -amongst other fields- through architecture. The three basic theoretical answers were translated to the formation of a concept and its further materialisation into a building enclosing component. The latter, by its turn, becomes a sub-system of an overall hotel building design based on techniques which allow for the recollection of materials, and by selecting materials which can be safely recovered through industrial or natural processes. At the same time requirements are met and local climate conditions are addressed through materials selection and design strategies, resulting to the final architectural proposal.

58 59 Case Study Book Inspired by Cradle to Cradle® Case Study Book Inspired by Cradle to Cradle® CRADLE TO CRADLE IN REGIONAL DESIGN ABSTRACT This thesis provides an insight in the advantages and the challenges of applying the Name: Ir. arch. Mieke Vandenbroucke (2011) Cradle to Cradle approach within the construction sector. Riga aimed to design a hotel, inspired by the C2C Supervisors: Dr. ir. arch. Niels De Temmerman Existing projects, based on the Cradle to Cradle approach, were compared with approach to effectively address environmental issues Dr. ir. arch. Wim Debacker sustainable projects using a multi-criteria analysis. During the drafting of the analysis in the building sector. She focused on design strategies it became clear that the concept is not inconsistent with sustainable interventions for recollecting materials as bio- and techno-nutrients and that the added value of Cradle to Cradle is its materialization. Yet, this is hardly noticeable for the examined projects. The Cradle to Cradle projects do score high in and selecting materials and processes that have a terms of biodiversity, self-sufficiency of water and energy. positive effect on human and environmental health. Background info: In the theoretical part of her research she elaborated how A list of possible building materials and techniques was established by a literature the C2C concepts “Waste=Food”, “Bio- and Techno- study. The list of materials is relatively long and contains mainly biological materials. Graduated in 2012 as Master of Science in Architectural Engineering, option: But during the application of those materials on a case study in the design part of this sphere” and “Design for Disassembly” could contribute Architectural design (elective courses: Design of concrete structures, Building master thesis the disassembly of the components appeared to be a big challenge in to the concept of Closed Material Cycles. physics 2, Structural renovation techniques, Internship and Day lighting in order to close the cycle on material level. Buildings). Interested in a balance between nature and mankind. A challenge she faced was how to integrate the knowledge from other research fields such as chemistry and industrial ecology and the limited information University: Vrije Universiteit Brussel, Belgium on how to use the C2C approach in her field as well as Faculty: Engineering the limited availability of C2C materials. Department: Department of Architectural Engineering Further readings student theses e.g.: Vandenbroucke, 2011; de Groot, 2009 and related publications e.g.: Master: Architectural Engineering van Dijk, et al. 2014; Mulhall, Braungart, & Hansen, Involved institutes: VITO, Flemisch Institute for Technological Research, Mol, 2013b; Hansen, Braungart, & Mulhall, 2012; Belgium Braungart, Mulhall, 2010.

60 61 Case Study Book Inspired by Cradle to Cradle® Case Study Book Inspired by Cradle to Cradle® Many natural resources can be used for services, but they provide less comfort production and 50% of the extracted raw materials (Eurostat 2008), Belgium remains criteria-analysis is established in order to compare sustainable projects with projects than the mechanical solutions. That is why an elaborated case is provided with a building in the same (static) way. The main part of construction and demolition waste based on the Cradle to Cradle approach. Throughout the development of this combination of the two. is in fact recycled, but the recycling process occurs often with a quality descent by analysis, it becomes clear what the added value is of the concept and if the concept mixing different materials (OVAM 2011). For instance concrete rubble is almost is inconsistent with a sustainable development or not. By evaluating C2C-projects, exclusive reused as foundation material for roads and only 5% of the concrete rubble it appears in which degree the concept is already been applied in the construction THE PUZZLE is used again in high-qualitative concrete applications (Vrijders & Desmyter 2008). sector and what the challenges still are. In the last section of the research part, the feasibility of the Cradle to Cradle-concept in the construction industry is estimated I wanted to solve several ‘puzzles’, I wanted to know the answer on several questions: The need for new buildings materials and the production of waste can be minimized by a literature study, in terms of building materials and techniques, with as a result a by implementing the time dimension in the design phase. Therefore, buildings can →→ Are the concepts ‘Cradle to Cradle’ and ‘sustainability’ that different, list of possible usable materials and techniques. more easily anticipate functional, technical or social changes during their life cycle. like Braungart and McDonough, founders of C2C, claim? Namely by using compatible components and reversible connections, building The concept is applied in a second part of this thesis on the design of the site of →→ Do existing projects, based on the Cradle to Cradle approach, score components can be added and removed to fulfil new requirements. Tour & Taxis in Brussels. In a first phase, a master plan for the site is designed in higher than ‘sustainable projects in terms of material use, renewable collaboration with Glen Buts, Sanne Claeys and Evy Verwimp. In a second phase, Motivation energy generation, etc.? one of the buildings of the master plan is further elaborated according to the Cradle to Cradle-approach. The list of techniques, elaborated in the research part, is used The latest decades, the awareness of the polluting and negative environmental →→ Are there sufficient C2C-materials to make a whole building out to do so. A first step to detail and materialize the project is done too. Through the effects of conventional production processes has grown significantly. Also,the of C2C-materials? Can we use other materials than C2C-labelled implementation of the established knowledge of the research part an insight is awareness has increased that the limited resources stocks are shrinking fast and materials? provided in the feasibility of the concept. By connection this conclusion with the waste production is growing. conclusions of the research part a final conclusion is obtained of the feasibility of →→ Can we make a building/ a site that is self-sufficient and that complies the concept. The answer to this problem is often limited to legislative measures to encourage an with the waste equals food principle? efficient production process, consequently emissions are being restricted and waste →→ Can we implement the existing knowledge on a case study? recycled. This waste treatment is often accompanied by a loss of quality, sothe CRADLE TO CRADLE founders of the C2C-concept call the regaining process “”. Downcycling Time-frame is only a postponement of an irreversible Cradle to Grave process. The concept ‘Cradle to Cradle’ has become a worldwide hype after the publication of ‘Cradle to Cradle: Remaking the way we make things’ (2002). In times in which people The C2C-concept is created during the search for a less destructive industry. I started in July 2010 with a literature study and with defining a possible case study. remain persistent in Cradle to Grave-products - despite the growing awareness of the Braungart and McDonough hope to solve the concerns with their concept without A Multi-Criteria-Analysis was made in autumn 2010 and this analysis was used to boundaries of the use of resources -, Braungart and McDonough announce a positive compromising with modern consumption behaviour and with increased comfort evaluate several projects. At the same time a Masterplan for the case was designed. and healthy world in order to end pollution and the depletion of valuable resources. requirements. Subsequently, one of the buildings of the Masterplan was developed in detail by Since the nutrients of Cradle to Grave - products are lost after use by combustion or using a list of materials and techniques established in the theoretical part. I finished deposit. this master thesis in June 2011. APPROACH The concept was described some years ago and ever since the quest is started to Global societal challenges or trends transform theory to practice. The book inspired managers, designers and producers This master thesis is divided in two parts: a research and a design part. In the research to handle the production process differently. Though, the construction industry Despite the fact the construction industry is responsible for 30% of the total waste part, the concept is firstly critically discussed by a literature study. Secondly, a multi- follows slowly. There are already some C2C-buildings constructed, but the use of the 62 63 Case Study Book Inspired by Cradle to Cradle® Case Study Book Inspired by Cradle to Cradle® projects are materialised changes too. You start with a limited list of possible building materials, whereby you try to make an architectural design. The starting point of a Bio-sphere more conventional design is an architectural image you want to obtain and then you try to find the appropriate materials to create this image. It is the other way around. Techno-sphere The challenges while working with Cradle to Cradle Material management In order to upcycle the materials after use, the building elements should be assembled Waste = Food demountable. In collaboration with Kevin Bartholome, Bert Belmans, Glen Buts and Sien Walravens, a system was developed to make this possible. This system consists Use Solar Power of a small number of standardized components that can be slid in each other. By combining different components, closets, walls and floors can be made; andby Celebrate diversity providing small holes in the components, walls can be coated or doors can be placed (bio-, conceptual- and cultural- diversity) and so on. The large openings between the components can be filled with insulating material, so the system can also be an exterior wall, or can be used as a floor. Design for disassembly The intention was to use this system as the construction of the building. However, it was still insufficiently developed to convert current plans into detailed plans. concept remains limited; this because of the complexity of a building and a lack of scientific research. SOLVING THE PUZZLE By designing a building and its surroundings all above-mentioned concepts come To examine the added value of the Cradle to Cradle-concept some projects together. All concepts are therefore used in the design part and researched in the were analysed. Two projects are based on the concept and two on a sustainable theoretical part to a greater or lesser extent. For example, in the design part, the development. site Tour&Taxis was made self-sufficient in terms of energy, fresh air, water, food and thermal comfort by the use of renewable sources. Furthermore the materials were To compare those projects, an instrument was established in order to make it selected carefully so they fulfil the principle ‘waste equals food’. possible to give a value judgment of the revised projects. There has been chosen for a multicriteria-analysis (MCA), more specific a multi-criteria-decision analysis The effect of working with Cradle to Cradle (MCDA), to guarantee the transparency during the evaluation process. A MCDA gives an overview of different options, from the most desired to the less desired option. In my opinion, Cradle to Cradle doesn’t change the way of doing research that A MCDA consists of a limited list of options and criteria. The options are in this case much, but rather the way of designing. You have to take the three principles (respect the revised projects. The criteria get for every option an absolute score and a relative diversity, waste equals food and use current solar income) into account already weight (Department for Communities and Local Governments, 2009). An averaged from the start of the design process. For example, the surface needed to clean weighting results from multiplying those values. These results are subsequently waste water is too big to integrate it just at the end of the design process. The way summoned for all criteria to outcome an end score. Additionally, the end score can 64 65 Case Study Book Inspired by Cradle to Cradle® Case Study Book Inspired by Cradle to Cradle® be compared for every option. disassembly of building elements. The building system, developed in the design part, has potential, but should be elaborated more in detail. LESSONS LEARNED Other solutions The list with techniques can be developed more in detail too. The mechanical The novelty of the Cradle to Cradle-concept is that it combines already known ideas A C2C-label with a “platinum” level fulfils nearly the basic principles of the C2C- solutions should be redesigned in such way that the materials of the installations can Vandenbroucke aimed to find out whether C2C and be recycled or the components reused. in an overall approach and in a comprehensible language. Besides, the approach is philosophy. Although there is still no building product on the market present that sustainability are different concepts when applied different from former concepts: the doesn’t have to be reduced, has a platinum-label, we can assume that there do already building materials exist but should become a positive footprint. with a high C2C-potential, like loam, timber and straw. in building design. Hereby she choose to focus on the REFERENCES materials used and renewable energy. Her thesis can However, sustainable measures seem not to be contradictory with Cradle to For other building materials on the market, which do not fit in a closed cycle of be divided into a theoretical part and a design part. Cradle. Many C2C-criteria are already presented in a sustainable development. materials, the life /usage expectancy can be prolonged by building demountable. As Braungart, M., & McDonough, W. (2002). Cradle to Cradle: Remaking the way we The preparation of the multi-criteria-analysis showed that the added value of the a result, these materials can be reused easily. make things. New York, USA: North Point Press. She attempted to design a C2C inspired building by concept relative to a sustainable development relates mainly to the materialisation using a materials list instead of an architectural of buildings and sites. The implementation of the principle “waste equals food” is only possible ifthe Department for Communities and Local Governments (2009). Multi-criteria analysis: image. construction materials are not contaminated and can be regained easily. For a manual. United Kingdom, London: Department for Communities and Local Governments. Moreover, it seems theoretically already possible to implement the C2C-concept example, a glued floor-covering is problematic. A demountable connection offers Her research revealed the challenges of material on buildings in terms of materials. The drawn list of materials is relatively long and again a possible solution. contains mainly biological materials. These materials are not yet applied in the Eurostat (2008). Eurostat. Waste Statistics - Long-term Trends. http://epp.eurostat. selection in a design process. These include: 1) are C2C examined projects. Additionally, the materials cannot be regained easily due to ec.europa.eu/. certified materials always the only and best choice?; the non-demountable construction. This appears to be in the design part the most RECOMMENDATIONS OVAM (2011). OVAM. Bouw- En Sloopafval: De Helft van Ons Afval. http://www. 2) How can materials of a building go back into the difficult step too. There is criticism on the encouraged consumption, both in terms of materials, as in ovam.be. bio-sphere or techno-sphere?; 3) Which metabolism terms of energy. For example, the large amounts of biodegradable nutrients could is most appropriate?; 4) How to adapt the technical Results Vrijders, J., & Desmyter, J. (2008). Een Hoogwaardig Gebruik van Puingranulaten cause infrastructural problems. The supply of renewable resources raises objections, details to allow design for disassembly?; 5) How can a Stimuleren, Mechelen, België: OVAM. In order to meet the C2C-concept in terms of technical installations, the building the supply of rare metals needed for generating these forms of energy too. It is include a use period in a design?. should be self-sufficient in terms of electricity, water, ventilation and thermal and therefore strongly recommended to combine eco-effectiveness with eco-efficiency. visual comfort. In the examined C2C-projects these high ambitions are already Further readings student theses e.g.: Riga, 2012 and largely fulfilled. Further research is needed in order to apply the list of proposed building materials and techniques. For example it should be examined if the suggestions meet other related publications e.g.: De Pauw, et al., 2015; van By the use of natural resources a large extent of the demanded comfort can be requirements asked by society and government, such as fire-resistance, costs,… as Dijk, et al. 2014; Hansen, Braungart, & Mulhall, achieved, without any form of waste: rainwater can be used for several functions, well. 2012; Braungart, Mulhall, 2010. daylight can be drawn deeply in the building,… The disadvantages of those natural systems are the required surface and the controllability. In addition, extra Moreover, the established list of materials is relatively short and should be further installations, of which the recyclability is doubtable, are needed if the comfort level finalized, so a building can consist only out of upcyclable materials. has to be further optimized. In order to regain all materials after use, further research is necessary in terms of 66 67 Case Study Book Inspired by Cradle to Cradle® Case Study Book Inspired by Cradle to Cradle® MATERIALIZING WITH CRADLE TO CRADLE ABSTRACT THE PUZZLE Motivation The draft design used for this graduation project was made by NIBE. It is a pavilion for The main challenge is to design a building with a 100% closed cycle. A criteria in Being fascinated of eco materials I chose to investigate how far the Cradle to Cradle Name: Ir. Sanne de Groot (2009) the waste processing company Meerlanden. the design that will be tested is that it is totally biodegradable. This means that no principles could be integrated in a building. The assignment that I found was at small scale but with some challenging aspects like a long construction spans and recycled Supervisors: dr. ir. F. Veer synthetic glue or steel will be used, only natural materials and glass where needed. Technical or bio materials are integrated in techno-sphere and biosphere designs. The design given has a span of nine meters with a limited height. The roof is a major materials. ir. P. van Swieten A 100% closed cycle design still leaves different options. LCA calculations helped to challenge. So first priority is selecting, designing and testing the roof. make a choice between these options. Some prototypes have been made and are prof. dr. ir. A. van den Dobbelsteen tested on strength and deformation. Conclusion is a structure of extruded kenaf core Energy use of the building is not the main challenge. Low temperature floor heating APPROACH fibre elements. Kenaf is a fast and harsh growing crop that can be manufactured in could be solved with waste heat from a nearby composting facility. Ventilation can be a constructive material. natural with windows that open and grills. The process is being structured with a scheme for decision-based design approach (van Loon, Binnekamp, & Burger, 2008). Design functions are being determined, Time-frame followed by generating design solutions, choosing a possible design, elaborating functions and finalising details. Background info: After writing a learning plan there were six months to come with a design solution. Motivated to work on a more sustainable built environment. Cradle to Cradle Different variants where explored and compared in a structured way. Eventually Existing C2C methodologies are not very specific materialisations of buildings. That materials, energy efficiency, and innovative solutions are means. When studying these had to come together in a single design. is why an own methodology is developed to materialize a Cradle to Cradle building. The following steps have been proposed and applied: Building Technology at TU Delft, skills are gained for developing and comparing Building variants and testing them was done together with students as part of their alternatives. Knowledge of integrated systems can help with this. Current research course. This saved a lot of time because three teams could each work on one variant. →→ step 1: select existing building system and determine technical or in the field of Industrial Ecology concerns environmental impacts of organizations. Straw plates used in structural tests are obtained from BCA-Boards biological cycle Scoping, accounting, LCA databases and units of comparison brings existing Global societal challenges or trends →→ step 2: investigate possibility of reuse for longer life span practical tools together. Natural resources such as oil, metals and are becoming scarcer. Fast growing →→ step 3: select sustainable, healthy and efficient materials for target fibre crops could replace them in some applications to save valuable resources. life span University: Delft University of Technology, The Netherlands Earthship (Reynolds, 2000) elements are proposed in the draft design. Materials →→ step 4: dimension construction and enclosure to fit the criteria Faculty: Architecture from the waste flows handled by Meerlanden are available within several kilometres. Dumpsters and greenhouses are being phased out and the material can be reused. →→ step 5: detail for disassembling and reuse or recycle Department: Department of Building Technology Cradle to Cradle would fit the ambition of Meerlanden to transform from a waste processer into a material supplier. A pavilion that could be made from waste streams →→ step 6: compare design alternatives on environmental impact with Master: Materials Research and Design would be the perfect scenario. Reusable, recyclable or biodegradable buildings are Life Cycle Assessment. beneficial in the future. Involved institutes: NIBE, Meerlanden

68 69 Case Study Book Inspired by Cradle to Cradle® Case Study Book Inspired by Cradle to Cradle® CRADLE TO CRADLE Complexity of for example window connections are not solved in the first time. But natural binder that makes the internal bonding as strong as MDF (Xu et al., 2006). questioning existing solutions results in coming with new ideas and alternatives. So It can be questioned whether the implementation of environmental movements it enhances innovation incentives. To control humidity in the kenaf elements, a coating is needed. Food industries use really would result in a sustainable society. Also Cradle to Cradle still isn’t perfect bee wax coatings to improve the freshness duration. A problem with an outside wax yet. If a product is 99% Cradle to Cradle there are still unsustainable effects. It is only The challenges while working with Cradle to Cradle layer is that it will trap moisture on the inside with condensation as result. A solution less bad! In the future only a society with no waste will be sustainable. If that future is to apply a wax layer on the inside as well to lower the vapour pressure. without waste is really possible than it makes sense to make a start and make it as Using materials like before the first industrial revolution involves advanced crafts and best as possible although it will not be perfect yet. This report investigates how far scarce use of unsustainable materials. This is not always possible today. And today’s Results one could go with Cradle to Cradle until the detail level. designs require forms that cannot be made from only natural materials. The only way to materialise this design is to use technical materials like recyclable watertight foil. From the life cycle assessment follows that the wood joints option has the least Following from the assignment this research will focus on the research of a material. hidden environmental costs. This is with a life span of 70 years but also with 35 years This also includes material selection and design of the testing prototype. Does this mean that it is a failure if 100% Cradle to Cradle is not achieved? In my it would still be the best environmental option. However, the wood joints option is opinion not because it shows that innovation can reach the destination at the end. not fitting the criteria so it is not chosen as final design. The effect of working with Cradle to Cradle This may be done in little steps but is must happen if we want to give our children the same opportunities that we have. Kenaf core elements are concluded to be the best overall option with further Designing with Cradle to Cradle principles is interesting. They can result in an unusual researched needed on long term behaviour. Its simplicity makes larger scale design with interesting architecture. Ambitions of compostable or reusable buildings application possible such as replacing hollow core slabs in roof applications. communicate a distinctiveness. A trap is to remain dogmatic in being 100% good. SOLVING THE PUZZLE Other solutions A common FJI-beam has a glue connection between web and flanges. For the Kerto flanges, OSB web and connections is normally formaldehyde glue used. The research Bio-sphere Three other design solutions are considered before choosing the extruded kenaf shows other options to make a long I- shaped beam. In this design the entire core elements. building would exist of elements similar to hollow core slabs. These elements could Techno-sphere be extruded from compressed kenaf core fibres under conditions where a natural →→ Steel I-beams (Planjja) Building practice was sustainable until the industrial revolution. Scarcity of materials and cheap labour made complex details possible. Traditional systems are a source Material management binder comes free. Steel can be combined with other technical materials to an economical construction. inspiration for sustainable construction. Waste = Food The connection of the wall to roof also has demountable connections. The walls If the building loses its function the roof can be reassembled or melted for new are load bearing. Wood side beams connect different tube elements. The roof tube materials. Use Solar Power elements are placed on the wood side beam with dowels. →→ Steel-wood hybrid (FlexFrame)

Celebrate diversity LESSONS LEARNED (bio-, conceptual- and cultural- diversity) Steel is often used in combination with wood for construction and joints. The Kenaf is a plant originated from south Asia. It belongs to the family of bast plants just elements from FlexFrame have a steel main construction with a total height of 360 Design for disassembly like hemp, ramie and jute. The seeds provide an oil that is used for food, cosmetics mm and are covered with wood board. and bio fuels. The sterns consist of long outer bast fibres and fine inner core fibres. Under high pressure, heating to 200 °C and steam, the kenaf core fibres release a →→ Wood joints 70 71 Case Study Book Inspired by Cradle to Cradle® Case Study Book Inspired by Cradle to Cradle® RECOMMENDATIONS

Using natural fibre boards are a suitable option for interior applications. Extrusion of kenaf core boards for structural purposes has some uncertainties that need further research. Effects of moisture and long term effects can be compared with MDF that De Groot investigated how far a designer can go with shows a comparable creep behaviour. Conclusions from Fernandez (1998) are that the C2C approach on the level of an architectural detail. the stress should remain below 20% of MOR to avoid rupture. Also a high relative humidity should be avoided. He aimed to design in a closed loop cycle, while using biodegradable materials which could return to the Market study determines if extrusion of natural fibre boards is feasible. Applying bio-sphere, for which he developed a methodology to it on a larger scale has advantages to get a return of investment on the extrusion materialize a C2C inspired building. As a final step . he compared his solution whit two alternatives using Life Cycle Assessment. REFERENCES The challenges of this research include selecting the Fernandez, J. I., Diez Barra, M. R. (1998). Long-term deformation of MDF panels under altering humidity. conditions, Wood schience and Technology. Spain: Springer- bio-sphere or the techno-sphere and the (dis)advantages Verlag. this entails for a specific design solution. While the C2C-goal in the techno-sphere would be upcycling, in Reynolds, M. (2000). Comfort in any climate. Taos, : Solar Survival Press. the bio-sphere the C2C goal would be to focus on the van Loon, P. P., Binnekamp, R., & Burger, J. (2008). A decision-based design approach. added value and the positive impact the materials of In W. Poelman & D. Keyson (Eds.), Design processes. Amsterdam, The Netherlands: the design could have in the next phase of the cascade IOS Press BV. model. Xu, J., Widyorini, R., Yamauchi, H., & Kawai, S. (2006). Development of binderless fiberboard from kenaf core. Journal of Wood Science, 52(3), 236-243. Further readings student theses e.g.: Riga, 2012; Bjørn, 2012; Wiersma, 2009; and related publications e.g.: De Pauw, et al., 2015; van Dijk, et al. 2014; LINK Mulhall, et al., 2013a; Bjørn, et al. 2013; Bor, et al., http://repository.tudelft.nl/assets/uuid:317e7027-f1ec-4216-b5c7-a9253c1fb2a7/ 2011; Braungart, Mulhall, 2010. sannedegroot_report090622.pdf

72 73 Case Study Book Inspired by Cradle to Cradle® Case Study Book Inspired by Cradle to Cradle® 3. ARTS

“… for me [C2C] was a new way of creating beautiful products that do not harm nature (including humans).” (van Balgooi, 2009)

74 75 Case Study Book Inspired by Cradle to Cradle® Case Study Book Inspired by Cradle to Cradle® ECO-EFFECTIVE - A DIFFERENT MINDSET ABSTRACT THE PUZZLE away a lot of valuable materials because products are not designed for recycling in the first place. Name: Ms. Fioen van Balgooi (2009) I went to the art academy to make the world more beautiful with my products. In the The fashion industry is one of the most polluting industries in the world. This meantime I heard about the bad working circumstances, the toxic chemicals used is not only related to the production of clothing but the whole system of fashion The third challenge is to look at nature and find new ways of producing materials Supervisors: Hein Eberson in the textile production process and the waste that is produced. I developed a guilt contributes to destroying nature, including humans. Take for example the way fast instead of harvesting materials that take much longer to recover then to harvest (for feeling and didn’t want to contribute to this industry. That is why I did research on fashion is currently working: an user buys a garment that is not designed for recycling example crude oil or minerals). Annette Heinen eco-effective fashion designing. and which will be sold in the store for only 2 weeks, he wears it ones or twice and throws it in his bin, where it goes to landfill. The fourth challenge is eliminating chemicals out of the production process that are Jessica Gysel After doing theoretical research I invited four different designers to set up a case harmful for their intended use. study with me. Each designer thought of the concept of fashion in his or her design While being educated to become a fashion designer during my Bachelor I wanted Henk Slager and I looked at how this could be designed according to my idea of eco-effective to find ways to design without harming nature. But I didn’t know how and with designing. me a lot of other designers didn’t know either. That is why I wanted to answer the question: How can a fashion designer create a different mind-set in order to design Motivation Background info: During the case studies I acted as the eco-effective mirror for the designer and during eco-effective? the design process I asked us “what is the effect (consequence) of this I went to the art academy to make the world more beautiful with my products. In the I did my Bachelor in Fashion Design. During my degree I spend half a year at on the ecological, economic and social/cultural environment?” At the end we found In order to answer this question I needed to know what fashion is, why fashion meantime I heard about the bad working circumstances, the toxic chemicals used in the textile production process and the waste that is produced during production Ghent (Belgium) to master the ancient techniques of weaving, knitting and design the right questions to ask during the design process, which now makes it possible for exists, how fashion designers implement environmental issues in their concepts, and but also by overproduction. I developed a guilt feeling and didn’t want to contribute sketching. After my degree I followed the C2C design training of the EPEA in me to help other designers as well. I also made a list of objectives that have to be what the obstacles are for a fashion designer when they do want to design without fulfilled to make the mind shift of the designer possible. harming nature. to this industry. I read the for the real world written by Victor Papanek, 2009. In my work I also use design visions like biomimicry, emotionally durable which made me realize I wanted to use my design skills to add something valuable design, kaizen and design for human needs, together these contribute to a circular Time-frame to the world. On the 25th of June 2007 I saw the documentary “Afval is voedsel” (waste = food), which explained the C2C concept and that was a real eye-opener for economy. The research started in September 2008 with collecting information for the me. That was the moment I realized “I can make beautiful products without a guilt theoretical part of the research. From December 2008 I started the collaboration feeling!”. University: Utrecht School of the Arts, The Netherlands with four different designers to get practical results. The collaborations finished In July 2009. I spend the month august for combining the theoretical and practical Faculty: Visual art and Design gained knowledge into the essay. The essay was finished in September 2009. APPROACH To understand the following information you must understand: Department: Fashion Design Global societal challenges or trends One of the challenges is converting our material-centred society towards a needs- →→ Fashion: a style, way of behaving, etc., that is popular in a particular Master: Master of Arts in the programme Design (fashion) centred society. At this moment we face raw material scarcity because we live in time and place. a material-centred society. This means our economy runs on earning money with selling raw materials in the form of products (clothes, washing machines, ). →→ Clothes: the items that are worn by people.

Another challenge is the elimination of the concept of waste, because now we throw →→ Design: to plan and make (something) for a specific use or purpose.

76 77 Case Study Book Inspired by Cradle to Cradle® Case Study Book Inspired by Cradle to Cradle® I started with collecting a lot of theoretical information about the meaning of fashion, The challenges while working with Cradle to Cradle ecological, economic and social/cultural) the history of , the purpose of fashion, materials, techniques and the Cradle to Cradle design principles. Bio-sphere Yes, there are a lot of challenges. A designer can start designing eco-effective, but the →→ A designer already needs to be convinced about the need of designing consumers must understand why it is different before they start buying it. Another eco-effective before he will give it a chance to implement in his own Then I held a survey for individual fashion designers and designers in companies Techno-sphere challenge is getting out of your comfort zone and make time to reinvent. process. about the implementation of Cradle to Cradle design in their design process and which problems they think that might occur. Material management Currently designers are stuck in the fashion schedule of creating a collection each →→ If the designer alone is convinced nothing will happen, the user, the half-year or even more. They do not have time to do research and think further then factory, the company, each party needs to be convinced about the I compared the information and start to write down a set of questions that designers Waste = Food creating a new collection because it is expected from the society that they come up need for designing eco-effective. could ask themselves during the design process. with a new collection each half-year. Use Solar Power →→ C2C is a very idealistic approach, which is good, but there also need to I invited four different designers who were willing to set up a case study with me. And a third challenge is smallness. The industry of today is not ready for smallness. be solutions for the ones who cannot pay c2c certification. Celebrate diversity Each designer thought of the concept of fashion in his or her design and I looked at We have to find solutions to enable small amounts of materials for designers so that (bio-, conceptual- and cultural- diversity) how this could be designed according my idea of eco-effective designing asking them these designers who are willing to step out of their tight schedule CAN create new →→ I cannot do this alone. (This was more a confirmation) the questions during the design process. Design for disassembly fashion. Results After these case studies I combined the results with the gained theoretical knowledge and the information from the survey to finish my essay. SOLVING THE PUZZLE My conclusion is that it is possible for every fashion designer to design eco-effective. However this is not easy, as it demands a mind shift. This shift could take place if the During my case studies I acted as the eco-effective mirror for the designer and during right information is brought to the designer and if the designer can step out of his CRADLE TO CRADLE other materials. All items are unique which contributes to celebrating diversity. The the design process I asked us “what is the effect (consequence) of this design choice tight schedule. The designer: Fragment textiles item is a really good example because it is made in such a way the on the ecological, economic and social/cultural environment?” And sometimes it I choose to incorporate the idea of the C2C design paradigm in my research because user can change it him/herself. meant we had to use a different material or a different technique because the used →→ Needs to know what user need he wants to fulfil. for me this was a new way of creating beautiful products that do not harm nature technique made it impossible to deconstruct the item. Or the shape/purpose of a (including humans). The C2C design paradigm goes beyond choosing non-toxic The effect of working with Cradle to Cradle garment had to change because it had to fulfil a user’s need. At the end we found the →→ Needs to be able to find the right materials and techniques. materials. In the book Cradle to Cradle, remaking the way we make things Michael right questions to ask during the design process, which now makes it possible for me In this question I see research approach the same as a design approach. And this →→ Needs to find the right partners to create a service model. Braungart says on page 179 that we have to reformulate the assignment: “don’t to help other designers as well. I also made a list of objectives that have to be fulfilled definitely changed. Normally a designer starts with a concept, creating shapes and just reinvent the recipe, rethink the menu”. C2C asks for a designers mind shift. As to make the mind shift of the designer possible. →→ Needs to invest time and/or money in this new way of working. fashion is way more than the production of clothes I wanted to look at how to change combining colours and materials with this concept. Now we had to look at how a designer can design eco-effective next to creating a great concept. This way of the designers mind-set in order that they can create C2C fashion. (Read: a style, way From the results of my essay I created a design step approach, which I now use to working asked a lot from the designer. He had to think about the consequences of the LESSONS LEARNED of behaving, etc. that is popular in a particular time and place) and come up with guide designers with eco-effective designing in fashion. I help them in their search choices he made for a lot more aspects. Not only for the aspects: does it look nice? new ideas on fashion instead of ‘another clothing collection’. →→ Start with the question “Which need of your user do you want to for the right materials and techniques and I give tips &tools to design eco-effective. Does it feel nice? Is it wearable? Can it be washed/ironed? But also: Are the materials fulfil?” and maybe this is not a product. All items are made for disassembly, which makes the materials easy to separate. The used non-toxic? Which techniques can we use to make the item deconstructable? materials can be reused and/or be biodegraded. Some of the materials were not Are the materials recyclable or biodegradable? How long does the item has to last, →→ During every step in the design process we have to think “What is the suitable for recycling or , but still they can be deconstructed from the so which materials/techniques can be used then? And many more... effect of a design choice on the environment?” (Here environment is: 78 79 Case Study Book Inspired by Cradle to Cradle® Case Study Book Inspired by Cradle to Cradle® Other solutions Reinvent: REFERENCES

At this moment I do not know if there are other solutions but if the perception of What is needed for a fashion designer to step out of his current schedule and make Arden, P. (2008) It’s not how good you are, it’s how good you want to be, Italy, fashion drastically change other solutions will become possible. Fashion is a large time to do research on new business models based on circular economy (e.g. C2C)?. Phaidon part of our identity and in this time, place and culture we are living in clothing is a way of showing our identity. But what if we find other ways to show our identity, Chapman, J. (2005) Emotionally Durable Design, UK and USA, Earthscan Van Balgooi aimed to change the bad working what if other items become “in fashion” then clothing might not be the medium circumstances, the toxic chemicals used in the textile Ekins, P. Max-Neef, M. (1992) Real Life Economics, USA and Canada, Routledge to reach our goal (showing our identity) anymore. Then the job “fashion designer” production process and the waste that is produced by becomes totally different and solutions we didn’t thought of become possible. Let’s Fletcher, K. (2008) Sustainable fashion & textiles design journeys, UK and USA, researching eco-effective fashion design possibilities. say everybody starts to wear the same white outfit but the taste and colour of the Earthscan vegetables you grow in your own garden becomes important, then fashion designers She invited designers to work according to the C2C might suddenly start designing gardens, because they are “in fashion”. McDonough, W. Braungart, M. (2002) Cradle to Cradle, remaking the way we make principles and asked the question: “what is the effect things, Canada, Douglas & McIntyre Ltd. (consequence) of this design choice on the ecological, RECOMMENDATIONS PRé consultants bv(2007) Ecodesign guidelines [website] Retrieved from http:// economic and social/cultural environment?”. www.pre-sustainability.com/ecodesign Problems of an eco-effective designer: The challenges she faced in her research include the Sacks, D. (2008) Green guru gone worng william mcDonough, Fast fashion company, This is a research question which goes a step further then my research, because issue 120. Acquired from http://www.fastcompany.com/1042475/green-guru-gone- changing roles of consumers and designers that the during my research I worked with fashion designers who heard for the first time wrong-william-mcdonough paradigm shift in thinking about fashion design about eco-effective designing and started to implement it in their normal design requires. process. What if a designer is used to designing eco-effective? Which problem does Thackara, J., Doors of Perception (2009) Tweeting from North America [weblog] he face and which solutions to these problems can be found? Retrieved from http://www.doorsofperception.com/notopic/tweeting-from-north- Another challenge she highlights is how to develop america/ How can we make the industry ready for smallness? tools to support small companies which do not have the Theunissen, J. (2006) De macht van mode, In Lauwaert, D. Kleding I II III IV (pp. 172- resources for C2C certification. I am currently already looking for solutions so it will become possible for individual 192) Nederland, Terra Lannoo BV designers to use innovative and good materials on a small scale. One of the solutions Further readings student theses e.g.: Gejer, 2011; I am looking into is collectively buying of fabrics and other materials based on actual Contributed Designers: Cuppen, Mieke; Neves, Maria van Eco Couture; Soepboer, Babre, 2013; and related publications e.g.: De Pauw, et demand instead of estimated demand. Berber; Symor, Gary. al., 2013; 2014; Braungart, et al. 2007. C2C certification for small companies:

How can C2C be applied in the right way by designers/small companies that do not LINK have the money to do all the required research for c2c certification? Which tools can http://www.mahku.nl/download/FioenvanBalgooi_researchessay_DEC09.pdf be developed to support these designers/small companies? 80 81 Case Study Book Inspired by Cradle to Cradle® Case Study Book Inspired by Cradle to Cradle® 4. ENGINEERING

“I picked up on a growing interest in the ideas of C2C, especially in the policy- making world, which is an area that has my interest.” (Wiersma, 2009)

“I became inspired by C2C after having read the 2002 book. I immediately thought the concept was useful, but that it could use a “reality check” from LCA.” (Bjørn, 2013)

“… after the literature study it was clear to everyone that if we wanted to change something on the waste problem in the aviation industry, the Cradle to Cradle philosophy was a very good guideline to do so.” (Bailleul, et al., 2013)

82 83 Case Study Book Inspired by Cradle to Cradle® Case Study Book Inspired by Cradle to Cradle® C2C IN SUSTAINABLE SPATIAL DEVELOPMENT IN ABSTRACT development during the planning phase, because of its attractive combination of the Ministries of Agriculture (LNV) and of the Environment (VROM) to determine the GREENPORT VENLO: A CASE STUDY infinite economic growth with a healthy environment. It also stimulated stakeholders possible role of C2C in sustainable spatial development (RMNO, 2009). The first time the C2C concept was ever used on a regional scale was in Limburg. to take an integral long term perspective. However, the realization of the plans was It was used to give substance to the desired sustainable spatial development and not evaluated in this study and this conclusion is based on only one case, implying Global societal challenges or trends Name: L.S. (Sophie) Jongeneel, MSc. (2009) thereby served as regional branding. This research (d.d. 2009) aimed to examine that the validity is limited. It was recommended to focus future research efforts on what contribution C2C could have in encouraging sustainable spatial development, the overcoming of institutional and social barriers to ensure a smooth transition C2C strives to combine infinite economic growth with a healthy environment. Taking Supervisors: Prof. dr. H.C. Moll (IVEM) taking into account four evaluation dimensions: People, Planet, Profit and Process. towards a more circular economy; as well as research on technical aspects of C2C this idea of combined ambitions one step further, it would also imply that extensive environmental regulation (restraining the economy) is no longer necessary. This Dr. S. Nonhebel (IVEM) The main research question was: How does the C2C concept fit into sustainable solutions for the benefit of spatial and environmental quality. spatial development? A theoretical desk study was performed to investigate the sounds attractive to captains of industry (for example Sijbesma, 2008) and Dutch politicians (for example Prime-minister Balkenende, 2008). Dr. L. Meuleman (RMNO) potential benefits and pitfalls of C2C in this perspective, followed by a field study which included interviews and a workshop to gather practical experiences with C2C THE PUZZLE The research had an explorative nature, centred on the case study Greenport Venlo. Drs. C. Gribling (RMNO) in Greenport Venlo. The research aim was to examine what contribution C2C thinking and acting could Stakeholder aspects, sustainability aspects, governance aspects and the broader Background info: This study concluded that the C2C way of thinking can contribute to improvements have in encouraging sustainable spatial development, taking into account not only societal and policy context were essential to this research. on process issues (like stakeholder enthusiasm) related to sustainable spatial People, Planet and Profit but also Process. The Process-dimension is added to the Motivation Sophie holds a Bachelor’s degree in Ecology and a Master’s degree in Energy and 3Ps commonly used in sustainable development “trilemmas” for the purposes of Environmental Sciences. During internships and at the start of her career she worked this research. During my (interdisciplinary, but natural sciences-oriented) master, I became very for the national government on policy issues in the field of sustainable (spatial) interested in policy issues and the interaction with sustainable development. The As McDonough and Braungart (2002) testify in their book, the C2C principles can internship at the RMNO provided me with the opportunity to get some hands-on development. Currently she is employed by the Netherlands Organization for be applied successfully on the scale of a product or building. Now for the first time experience with sustainable spatial development by means of a case study. Applied Scientific Research (TNO) working in the field of energy and sustainability. ever, the C2C principles were to be applied on a regional scale: in the Greenport Venlo area. This area is located in the southeast of the Netherlands and is considered Moreover, the scientific underpinning of C2C was largely lacking at the time and the to be a leading bio/techno hub-region with a large distribution area (approximately University: University of Groningen, Groningen, the Netherlands way the concept was applied in this case was completely new. This made it a great 30 million people) (Limburg Chamber of Commerce (KVK-L), 2007; Van Geenhuizen, opportunity to make a real contribution to a still developing field of research. personal , June 2009). A major event in 2012, the Floriade (a world Faculty: Faculty of Mathematics and Natural Sciences exhibition for horticulture) ensured extra attention for the region, thereby catalysing the development of the C2C framework (KVK-L, 2007). Department: Department of Energy and Environmental Sciences (IVEM) APPROACH Time-frame Master: Energy and Environmental Sciences The main research question was: How does the C2C concept fit into sustainable spatial development? To answer this research question, sub-questions for the case The research for my master’s thesis was carried out between September 2008 and study Greenport Venlo were formulated, related to C2C in broader societal context, Involved institutes: Council for Research into Spatial Development, the August 2009. The workshop with local stakeholders “C2C in sustainable spatial transition theory and decision-making for complex societal problems, and the Environment and Nature (RMNO), The Hague, The development in the Venlo region” (June 2009) was essential to get insight into the process implications for Greenport Venlo. Netherlands (abolished per 31 December 2009) local perspective. In this research, both the possibilities and the risks of using a C2C approach were My research was part of an internship at the RMNO. The RMNO was requested by 84 85 Case Study Book Inspired by Cradle to Cradle® Case Study Book Inspired by Cradle to Cradle® examined in order to come to a nuanced perspective. However, the validity of the conclusions was limited: only one case was studied; the project was only studied during the planning phase, in a qualitative way; and the results are to be seen in the Bio-sphere light of the broader societal and spatial context of the Netherlands. Techno-sphere Methods used include a desk study, consisting of policy analysis, literature analysis, argumentation and discourse analyses and knowledge analysis; and a field study, Material management consisting of interviews and a workshop. Waste = Food A case study approach was chosen because the concept of C2C as a strategy to stimulate sustainable spatial development was new. There were neither large Use Solar Power datasets available, nor much practical experience: the southeast Netherlands was to be the first place in the world to apply the C2C concept on a regional scale. An extra Celebrate diversity motivation for using a case study approach was that the C2C concept itself takes (bio-, conceptual- and cultural- diversity) local sustainable development as a starting point (McDonough & Braungart, 2002). Design for disassembly An elaborate assessment of the global sustainable development and life cycle effects of C2C-based sustainable spatial development in Greenport Venlo was beyond the scope of this research.

CRADLE TO CRADLE should co-benefit from the better economy and improved planning process.

The decision to implement the C2C concept in sustainable spatial development in The effect of working with Cradle to Cradle Greenport Venlo was already taken and backed with (public and private) financing (for example Council of Ministers, 2008), so the choice to become a C2C region was Beforehand, I expected the research to contain at least some technical influences, no longer being debated. However, it was important to get better insight into the such as an “eco-efficiency”-like evaluation of C2C technical measures. But it turned potential risk factors and benefits of using the C2C approach, its added value, and out that the focus of this study became much more process and governance oriented. to make the comparison to other sustainable spatial development concepts, such as It concerned subjects like the interaction between C2C principles and sustainability the “carbon neutral cities” approach. policy; stakeholder management processes and the importance of “sustainable decision making” for complex societal issues (De Bruijn & Ten Heuvelhof, 2001); All or none of the above. Focus of the research was on the added value of C2C as reflections on the discourse between science and politics (RMNO, 2003); transition an integral concept to accelerate and improve the process of sustainable spatial management (Rotmans, 2003); translation from planning to practice and the role of development, looking beyond specific technologies. Greenport Venlo used C2C knowledge; the development of new financing constructions; and the multiple roles in sustainable spatial development as a way to manage long-term processes to of government, for example. explore creative solutions (Process) and to kick-start the local economy (Profit). Environmental quality (Planet) was embedded from the design onwards. People 86 87 Case Study Book Inspired by Cradle to Cradle® Case Study Book Inspired by Cradle to Cradle® The challenges while working with Cradle to Cradle be robust all-round. This concerned (among others) different views on the multiple concept to promote the region and to benefit the regional economy. Carbon neutral roles of government (from top-down prescribing norms to facilitating developments cities followed an adapted transition approach, focusing on energy measures. First, the amount of policy documents produced by each level of government from bottom-up); the interaction between science and politics; and the importance In Greenport Venlo, the process was much more oriented towards facilitating from the EU downwards on the subject of sustainable spatial development was as well as the challenges of new business models for sustainable development. It has the developments, and the plans were broadly supported by local entrepreneurs overwhelming. Most of the legislation was supportive of C2C but does not focus proven very valuable to learn this lesson early on, as this has been a recurring theme (Tegenlicht, 2007). The measures implemented in Greenport Venlo do not only on it specifically (except for some local policy in the region). This was confirmed by throughout my career so far. concern energy and CO2, but also other environmental topics (for example water the field study where not only the nature of the legislation, but also the amount of management). legislation, was mentioned as an obstacle for sustainable innovation (entrepreneur, Results interview). The desk study revealed several opportunities and pitfalls for this case, and lead to RECOMMENDATIONS Second, the development of substantial knowledge and a more integral approach for the finding that the main objective for the chosen approach is “growth”. Translating sustainable spatial development, including new forms of governance and alternative this objective to the 4P’s it appeared that growth in Profit was a main objective, along At the time, substantial (scientific) knowledge development about C2C was urgently financial constructions, still seems desirable. Based on the findings of my research, with improvements in the planning Process (positive energy with stakeholders). This needed: research to overcome institutional and social barriers to ensure a smooth I would say that the application of the C2C concept was not (yet) able to overcome was confirmed by the observations in the field study, which, for example, zoomed in transition towards a more circular economy; as well as research on technical aspects this. on business models for sustainable development. of C2C solutions for the benefit of spatial and environmental quality.

Potential pitfalls included loss of motivation with stakeholders, the economic Furthermore, a follow up study to this case could be performed (ex post) to see how SOLVING THE PUZZLE situation, and a lack of monitoring of developments. The findings of the desk study the experiment of C2C in sustainable spatial development has worked out: did the and the field study contradicted each other on the role of legislation: from the desk project encounter any challenges that could be expected from my research in 2009, In my research, at the time I concluded that the C2C way of thinking could contribute study it appeared to be an important governance condition but most participants or other challenges, how were these dealt with, et cetera. to engagement of more groups in the implementation of ambitious goals for in the interviews and the workshop experienced it as suffocating for sustainable sustainable spatial development in the planning phase because of its positive and innovation. Next to this, it would be interesting to expand the research on different approaches creative nature. It challenged stakeholders to amplify the (economic) strong points of for sustainable spatial development. The comparison between C2C and carbon the area and to take an integral and long term perspective from strategic ambitions Other solutions neutral cities could be performed more elaborately: for example, a cost-benefit onwards. How to keep the positive energy with the stakeholders going while the analysis or an analysis of the environmental and spatial consequences. project moved toward realization was therefore identified as an important concern Because the research is not focussed on materials or design there would probably (GOB, 2009). Part of the desk study was a comparison between C2C-based sustainable spatial Moreover, the transition from restrictive norms-based legislation (i.e. “x ppm water development in Greenport Venlo and the carbon neutral cities approach (Van der pollution allowed”) to creative quality-based legislation (i.e. “clean water”) as desired Lessons learned Sleen, 2008). It became apparent that the carbon neutral cities approach differed by C2C enthusiasts could be investigated by means of creating scenarios based on completely from the C2C in sustainable spatial development approach, and therefore policy analysis and interviews or surveys. Perhaps, parallels with the financial crisis As a student with a background in natural sciences, it was an eye-opener to realize you could say that it was not a real alternative suitable to the ambitions of Greenport leading to the economic recession of 2008/2009 can be drawn. This will help to that a successful sustainable (spatial) development project is not just about the best Venlo. determine how many “degrees of freedom” is optimal for an integral approach in possible technical solution to a problem (or, in some cases, even whether or not a sustainable (spatial) development. specific solution is physically possible) and its economic feasibility, but also about While carbon neutral cities claimed to be motivated mostly by global (environmental) the social compatibility of (and support for) a proposed solution: solutions need to concerns, the stakeholders in the Greenport Venlo project chose to apply the C2C Finally, C2C-based sustainable spatial development was considered to be a “learning by doing” approach, which required a facilitating attitude from policy, while keeping 88 89 Case Study Book Inspired by Cradle to Cradle® Case Study Book Inspired by Cradle to Cradle® the end goal in mind. A more integral policy approach for sustainable (spatial) REFERENCES Practice. IVEM research report, University of Groningen, Groningen. development was desirable, but it needed to be accompanied by a good monitoring system. Balkenende, J.P. (2008). In: Speech tijdens werkbezoek in Limburg. 03/09/2008. LINK I think that many of these recommendations still hold true today. De Bruijn, H. & Ten Heuvelhof, E. (2001). Procesmanagement. In: Abma, T. & In ’t Jongeneel aimed to examine what contribution C2C Veld, R. (2001). Handboek Beleidswetenschap. Amsterdam, Netherlands: Boom. http://www.rug.nl/research/portal/publications/c2c-in-sustainable- spatial-development-in-greenport-venlo%283f514123-1259-4ace-8283- thinking and acting could have in encouraging GOB (2009). Cradle to Cradle als inspiratiebron voor duurzame gebiedsontwikkeling. b98f4fd06f80%29.html sustainable spatial development, taking into account Jongeneel, L.S. (2009). C2C in sustainable spatial development in Greenport Venlo: a not only People, Planet and Profit but also Process. She case study. IVEM research report, University of Groningen, Groningen. focus on the added value of C2C as an integral concept to accelerate and improve the process of sustainable spatial Kamer van Koophandel Limburg (2007). Persbericht: Regio Venlo wordt Cradle to Cradle. 01/06/2007. development, looking beyond specific technologies.

McDonough, W. & Braungart, M. (2002). Cradle to Cradle: Remaking the Way We One of the challenges Jongeneel faces included the lack Make Things. New York, USA: North Point Press. of substantial (scientific) knowledge on how to overcome Ministerraad (2008). Nota Ruimte. institutional and social barriers when applying the C2C approach in the field of spatial planning. Suggestions RMNO (2003a). Werk op de grens tussen wetenschap en beleid: paradoxen en for further research include: 1) comparison between dilemma’s. C2C and carbon neutral cities; 2) the transition from RMNO (2009). Cradle to Cradle en duurzame gebiedsontwikkeling: naar een concrete restrictive norms-based legislation (i.e. “x ppm water realisering. pollution allowed”) to creative quality-based legislation Rotmans, J. (2003). Transitiemanagement: sleutel voor een duurzame samenleving. (i.e. “clean water”). Assen, Netherlands: Koninklijke Van Gorcum BV. Further readings student theses e.g.: Vane, 2009; Sijbesma, F.; Van Vliet, P.; Amelung, B.; Van Dieren, W. & Dutilh, C. (2008). In: Cradle Meeuwsen, 2009; and related publications e.g.: De Pauw, to Cradle is een prachtconcept, nu nog even uitvinden hoe het werkt. De Volkskrant, et al., 2015; Girardet & Braungart, 2012; Braungart, 26/04/2008. Mulhall, 2010. Tegenlicht (2007). “Afval = voedsel: een revolutie in Nederland” (documentary). VPRO, 26/11/2007.

Van der Sleen, M. (2008). Towards a climate neutral city: Motivation, Approach and 90 91 Case Study Book Inspired by Cradle to Cradle® Case Study Book Inspired by Cradle to Cradle® EVALUATION OF CRADLE TO CRADLE DESIGN ABSTRACT THE PUZZLE thesis research in this direction. A QUANTITATIVE COMPARISON BETWEEN THE TRADITIONAL BOOK Reusing materials indefinitely in biological and technical cycles is a key tenet The research originated from the observation that, though appearing to have a AND THE CRADLE TO CRADLE BOOK: ENVIRONMENTAL IMPACT AND of Cradle to Cradle (C2C) design. A well-known example of this is the 2005 book reduced environmental impact, design solutions following the Cradle to Cradle APPROACH SOCIAL FEASIBILITY ‘Cradle to Cradle: Remaking the way we make things’, which is composed of principles have rarely been subjected to critical quantitative evaluation of their instead of paper pages and therefore easier to recycle. However, this and many environmental merits. Moreover, it aimed to address an issue that is somewhat A Life Cycle Analysis (LCA) was carried out for both the traditional, paper-based other examples of C2C design can be critiqued by the lack of robust quantitative brushed under the carpet by the Cradle to Cradle approach by presuming an infinite book, and the plastic Cradle to Cradle book. This c2c book not only contains the analysis evaluating their supposed environmental benefits. This research used the and unproblematic availability: energy. Finally, the research also aimed to include ideas behind the concept, but also is itself an example of c2c design, as it is intended Name: Mr. Bouke Wiersma (2009) software SimaPro v.6.0.2 to conduct a lifecycle analysis comparing the plastic C2C considerations of the social dimensions of Cradle to Cradle design, which isalso to be easier to recycle than paper-based books. The LCA was carried out using LCA book with a traditional paper-based book of the same dimensions. This showed that an issue that is not always touched upon, at least in the original Cradle to Cradle software SimaPro (version 6.0.2), which contains data on the environmental impact Supervisors: Prof. dr. H.C. Moll the environmental impact of the C2C book was substantially larger, mostly due to the book. In short, this research aimed to critically assess the quantifiable merits, or lack of a wide range of materials and processes. high impact of producing the plastic pages, and that even several rounds of recycling thereof, of Cradle to Cradle design, in light of these issues that have to date received Background info: and reuse of materials would not ‘earn back’ these higher initial environmental costs. relatively little attention. Moreover, it is highlighted that, with the social functions performed by books and CRADLE TO CRADLE Bouke Wiersma is an environmental social scientist currently studying for a PhD in the common practice of storing rather than recycling books, the social assumptions Time-frame In short, because I picked up on a growing interest in the ideas of C2C, especially Environment, Energy & Resilience in the department of Geography at the University underlying the C2C book design are questionable. This research illustrates the importance of critically assessing the quantitative environmental impacts and the The research was carried out in the academic year 2008/2009 as fulfilment of criteria in the policy-making world, which is an area that has my interest. I also felt that of Exeter (UK). social aspects of C2C design alternatives in critically evaluating its merits. for the MSc Energy & Environmental Sciences. It was completed over the course of the application of C2C in government circles would benefit from a quantitative the academic year. perspective, which had largely been lacking. University: University of Groningen, Groningen, the Netherlands Global societal challenges or trends The effect of working with Cradle to Cradle Faculty: Faculty of Mathematics and Natural Sciences The research linked to two important challenges around climate change, and the My research approach centred on the life cycle analysis, which explicitly looks at all necessary move to a low-carbon energy system. Firstly, attempts to shift towards Department: Department of Energy and Environmental Sciences (IVEM) stages in a product’s ‘life’ – from production through to disposal or recycling. Given more low-carbon energy have proved complex and progress have been slow – in other that this links very well with ideas from C2C, which also emphasise the importance words it has become clear that the abundance of ‘free’ energy presumed to exist Master: Energy and Environmental Sciences of designing products with their ‘waste’-phase in mind meant that working with C2C by the Cradle to Cradle approach is not evident. Secondly, individual consumption did not substantially alter my research approach. patterns have been argued to need changing to reduce things like resource use Involved institutes: Council for Research into Spatial Development, the and energy demand. However, recycling and reuse of products and materials are The challenges while working with Cradle to Cradle Environment and Nature (RMNO), The Hague, The complex behavioural issues that cannot be taken for granted. This research explores Netherlands (abolished per 31 December 2009) how these issues relate to the Cradle to Cradle approach. One of my challenges was the availability of data on the exact processes of production, transport and disposal of the plastic C2C book. The key problem was that, though the Motivation C2C book claims to be more recyclable than the traditional paper book, the book itself does not suggest anywhere to its reader how or where they would be able to My interest in environmental issues and solutions and the novelty of the Cradle to recycle the book. I am not aware of a solution to this, which is very relevant. It might Cradle approach and the enthusiasm surrounding it motivated me to take my MSc suggest that the practical difficulties of actually setting up, in practice, the ‘technical 92 93 Case Study Book Inspired by Cradle to Cradle® Case Study Book Inspired by Cradle to Cradle® illustrating that product have characteristics that go beyond their physical attributes: i.e. they are products that have social meanings and therefore the envisaged straightforward buy-read-recycle rationale proposed by the approach may not be Bio-sphere entirely accurate. Techno-sphere Results Material management The results highlighted that the environmental impact of, in particular, producing Waste = Food the plastic which makes up the bulk of the C2C book is much higher than the impact of producing a paper-based book. The environmental impact of the C2C book is Use Solar Power also higher due to its only place of production being in the US, which necessitates transport to customers at other locations in the world. Furthermore, the analysis Celebrate diversity showed that the benefits of having a book which is, potentially, more straightforward (bio-, conceptual- and cultural- diversity) to recycle, are too small to compensate for the relatively large environmental impact of production. Another caveat, as noted above, is that the assumption that books will Design for disassembly actually be recycled is questionable, both because of their social functions and the current lack of a recycling system through which the book would find its way back to its publisher. cycles’ proposed by C2C may be too impractical, costly or simply undesirable. This would of course be a major challenge to overcome. RECOMMENDATIONS

SOLVING THE PUZZLE This study has highlighted that, though intuitively appealing, C2C design alternatives do not always offer lower environmental impacts than the ‘problem’ they are ‘Solving my puzzle’, i.e. answering my research question, was fairly straightforward supposed to solve. I feel if we are to move forward in capitalising on the potential process as I used a piece of software which contained the data I needed on offered by the C2C approach – which I feel is mainly in reconciling economic and environmental impacts of the various stages of the life of a book. ecological interests – there is a need to remain critical and apply quantitative methods to evaluate ‘the numbers’. Lessons learned Secondly, I feel the development of C2C alternatives would benefit hugely from The main thing I learned is that it remains very important to quantify the (lack of) greater involvement with the social sciences, rather than remaining in the domain environmental benefits offered by any, intuitively beneficial, C2C design alternative. of the natural sciences. I feel greater interdisciplinary is a necessary step in The second key aspect is that, in my opinion, the C2C approach would benefit from mainstreaming and optimising the use and outcomes of C2C. a greater incorporation of social science ideas around the ways in which products are viewed, used and represented. The example of a book is a very good one for 94 95 Case Study Book Inspired by Cradle to Cradle® Case Study Book Inspired by Cradle to Cradle® REFERENCES CRADLE TO CRADLE AND ENVIRONMENTAL ABSTRACT SUSTAINABILITY; A CRITICAL APPRAISAL McDonough, W. & Braungart, M. (2002). Cradle to Cradle: Remaking the way we The Cradle to Cradle (C2C) concept has emerged as an alternative to the more make things. New York: North Point Press. established eco-efficiency concept, which is operationalized with life cycle Name: Anders Bjørn (2013) assessment (LCA). C2C and eco-efficiency differ fundamentally in that eco-efficiency Wiersma, B. (2009). Enthousiasme rond Cradle to Cradle verdient nuancering. Milieu aims to reduce the negative environmental footprint of human activities while C2C Wiersma focused in his research on the C2C principle 15(7), 21-23. Supervisors: Prof. M.Z. Hauschild attempts to increase the positive footprint. This master thesis aims at critically “Waste equals Food”, and how the 2005 book of C2C appraising the sustainability of the C2C concept from an eco-efficient point of view. could be re-used in the techno-sphere. He noticed that Three LCA case studies on C2C inspired products were performed and the concept LINK C2C design can be critiqued by the lack of robust was evaluated theoretically via a literature review. The case studies showed that the C2C concept’s disregard of energy efficiency means that many current C2C https://www.rug.nl/research/portal/publications/pub%286128413e-23c8-442d- quantitative analysis evaluating their supposed products are likely not to perform well in an LCA. Also when a product is designed b74d-0a3bcd000a0c%29.html environmental benefits. Therefore he conducted a Life for recycling and recycling does not take place the product may perform worse than Background info: Cycle Analysis comparing the plastic C2C book with a a reference product not designed for recycling. While these issues are related to current imperfect conditions, the results of the theoretical evaluation showed that traditional paper-based book of the same dimensions. I have studied environmental engineering at bachelors and masters level at the C2C also has a number of inherent drawbacks, most importantly: The perception Technical University of Denmark (DTU). Towards the end of my studies I specialized Challenges he faced were the availability of qualitative that human interactions with nature can benefit all parts of all ecosystems and the in Life Cycle Assessment (LCA) and solid waste management. I am currently hinted compatibility with continued economic growt. data on the exact processes of production, transport employed as a PhD student at DTU, working with integrating and disposal of the plastic C2C book, as well as the need for a greater involvement with the social sciences, into LCA. as a next step in main-streaming and optimising the use and outcomes of C2C e.g. consumer involvement. University: Technical University of Denmark (DTU)

Further readings student theses e.g.: Bjørn, 2012; de Faculty: Management Engineering Groot, 2009; and related publications e.g.: De Pauw, et Department: Quantitative Sustainability Assessment (QSA) al., 2015; Mulhall, et al., 2013a; Bjørn, et al., 2013; Bor, et al., 2011. Master: Environmental Engineering Involved institutes: Management Engineering

96 97 Case Study Book Inspired by Cradle to Cradle® Case Study Book Inspired by Cradle to Cradle® THE PUZZLE APPROACH

I wanted to understand why LCA and C2C sometimes provide conflicting advice to I worked in parallel with LCA case studies of C2C inspired products and the theoretical product development in the pursuit of green(er) products. assessment based on literature studies. This way of working created a useful balance between the concrete (LCA case studies) and the abstract (theoretical assessment). Global societal challenges or trends

My problem relates to the global degradation of the environment and the fact that CRADLE TO CRADLE current initiatives in green product development does not seem to be solving the problem. I became inspired by C2C after having read the 2002 book. I immediately thought the concept was useful, but that it could use a “reality check” from LCA. I considered all Motivation aspects in my evaluation of C2C. A personal interest in figuring out how humans can organize themselves, while not eroding their base. The effect of working with Cradle to Cradle I realized that tools and concepts always have basic assumptions about the world and that these can often explain why outcomes are sometimes counter intuitive.

The challenges while working with Cradle to Cradle

I did not have time to look into the pros and cons of applying LCA/ecodesign and Bio-sphere C2C individually or in combination in a design process. This is important to look into for further research, since it is my perception that designers often lack intuitive Techno-sphere and concrete tools in their work. I know that Ingrid de Pauw (Delft University of Material management Technology) is looking into this issue.

Waste = Food SOLVING THE PUZZLE Use Solar Power As mentioned by a combination of LCA case studies of C2C inspired products and a Celebrate diversity literature review on theoretical evaluations of C2C. (bio-, conceptual- and cultural- diversity) Lessons learned Design for disassembly That neither C2C nor eco-efficiency /LCA provides true answers in all cases and that they may complement each other. 98 99 Case Study Book Inspired by Cradle to Cradle® Case Study Book Inspired by Cradle to Cradle® Results RECOMMENDATIONS REFERENCES

See abstract and read my published paper on the topic: Several issues are worth looking into: Bjørn, Anders; Hauschild, Michael, Zwicky. (2013). Absolute versus Relative Environmental Sustainability: What can the Cradle to Cradle and Eco-efficiency “Our analysis has shown a number of shortcomings in the eco-efficiency and C2C →→ A concrete guide (generic or targeted specific types of products/ Concepts Learn from Each Other?. In: Journal of Industrial Ecology, Vol. 17, No. 2, concepts. Eco-efficiency does not contain any long-term vision or strategy, the link functionalities) to how LCA/Eco design and C2C can be usedin p. 321-332. Anders researched the difference between the between and waste emissions are not well related to the state combination during the design process C2C approach (attempts to increase the positive required for sustainability, and increases in eco-efficiency may well be associated footprint) and eco-efficiency (reduce the with increases in consumption levels, leading to reduced sustainability. All of these →→ A spatial mapping identifying natural/manipulated ecosystems that LINK shortcomings are related to the fact that eco-efficiency is somewhat focused on in need of specific nutrients. This would help designers define truly negative environmental footprint of human short-term and incremental environmental gains that may cause long-term adverse healthy biological nutrients and plan for nutrient cascades http://onlinelibrary.wiley.com/doi/10.1111/j.1530-9290.2012.00520.x/ activities). He aims at critically appraising the effects. C2C, on the other hand, defines a clear and universal vision of a desirable abstract;jsessionid=28C40ED1D80DA7F95C167BEFEDD4AD33 sustainability of the C2C concept from an eco- →→ More case studies on partnerships between industries selling/buying sustainable future. C2C’s drawbacks are partly related to its disregard of current efficient point of view. Therefore three LCA case waste and energy infrastructure. Thus C2C-conceived products are by no means each other’s outputs (waste = food). What are good practices? guaranteed to perform well with respect to the characteristics measured by LCA, and studies on C2C inspired products were performed the ambition of continuous loop recycling of technical nutrients creates significant and the concept was evaluated theoretically via a trade-offs in energy consumption. C2C also has a number of inherent shortcomings literature review. that will persist even in an ideal C2C future with perfect continuous loop recycling and an unlimited capacity to harvest current solar income. These are the restrictions Challenges for further research followed from on material development needed to realize continuous loop recycling, the perception that human interactions with nature can benefit all parts of all ecosystems, and the Anders research are looking at the pros and hinted compatibility with continued economic growth.” (Bjørn, et al., 2013, p. 329- cons of applying LCA/ecodesign and C2C 330) individually or in combination in a design process to develop concrete tools for designers.

Further readings student theses e.g.: de Groot, 2009; Wiersma, 2009; and related publications e.g.: De Pauw, et al., 2015; Mulhall, et al., 2013a; Bor, et al., 2011).

100 101 Case Study Book Inspired by Cradle to Cradle® Case Study Book Inspired by Cradle to Cradle® AIRCRAFT DESIGN USING CRADLE TO CRADLE: REALITY ABSTRACT THE PUZZLE Motivation OR UTOPIA? Today’s general aviation manufacturers take no effort into implementing proper end- Our challenge was to see if the C2C philosophy can be used in general aviation. Can The choice for this project topic was different for each of the team members. Some of- life (EOL) plans in their business plan. Instead, they focus on creating long lasting, a small two-seater aircraft be designed using these principles? Is it possible to make people were fascinated by the Cradle to Cradle philosophy and were already aware Name: W.P. Bailleul (2013) reliable aircraft without considering their ecological impact. The reason for this is a truly sustainable and responsible aircraft and still enjoy flying? of the principles and impact. Others saw an opportunity to obtain knowledge in the G.A. Cool the lack of profitability of EOL operations on today’s aircraft. They are often made field of structures, materials, propulsion techniques etc. After the initial literature Our assignment was to design an aircraft using as much material and design solutions T. Eyselbergs from a large amount of different materials which cannot be recycled properly due study, it became clear that everyone was very motivated to find a solution for to impractical design. Our vision is to inspire others to create and use self-sustaining as possible to make a Cradle to Cradle design and to compare the design to a similar the global waste problem and that the C2C philosophy seems perfect to solve it. S.R. Ijfs aircraft, based on the Cradle to Cradle® philosophy. The ultimate goal is an aviation design using current industry standard materials and . The designed Especially the various pictures of the aircraft graveyards kept us motivated to design M. Ijtsma industry in which aircraft are manufactured and will operate without any negative aircraft should have a maximum carbon emission of 50 kg/h, a noise level of less an aircraft that would certainly never end up there. M.F.J. Jansen impact on future generations. With the InfiniCraft, our vision has been achieved, and than 62dB and an as high as possible recycling rate (at least 90%). Furthermore, aircraft design using Cradle to Cradle® has become reality. the aircraft should have its first flight in 2025 and 500 units must be produced at a We also felt like pioneers to apply this philosophy to the design of an aircraft, which K.T.H. van den Kieboom maximum cost of $ 150 000 per aircraft. Two person should be able to fly 1000 km was never done before.. G.Plaisier with a speed of 200 km/h. C.P.A. Severijns Time-frame APPROACH Supervisors: R.N.H.W. van Gent We started in the beginning of May 2013. At the end of June, our report on the We used the systems engineering approach. After the initial set up of the group and M. Ruess design was finished. The main breakthroughs were the selection of an automotive the distribution of group functions, we began with a literature study. The outcome aluminium alloy and bio-ethanol as propellant somewhere in the middle of the of this study was a good overview of the implications of the C2C philosophy on our I. Fernandex Villegas project. In the last phase of the project, we worked out these principles. design and we also came up with additional requirements like the provision of an Background info: EOL disposal plan. Global societal challenges or trends At the time the project started we were a group of nine students in the last phase We started the phase by looking into all the different aspects of a A major trend involved in this research is that the population in the more rural truly Cradle to Cradle aircraft. These were the general layout of the aircraft, but also of our BSc Aerospace Engineering at the Delft University of Technology. We hence areas iThe Limits to Growth study in 1972 addressed the question of how humanity the material and propellant type. The outcome of in the group was a had all the same background, but our personal interest’s still provided a diversity would adapt to the physical limitations of planet Earth. The exponential growth of huge number of possible designs where a large reduction was needed. As a first step, (economics, structures and materials, sustainable energy, etc). the population has a large impact on the availability of resources. A sustainable the ‘unfeasible’ and ‘not yet developed’ concepts were removed in the first trade-off. approach towards the environment is an important element in society to guarantee sufficient resources and acceptable living conditions for each individual. However, University: Delft University of Technology, The Netherlands what we currently see is a lot of waste production. For a long time, recycling has been a neglected topic in the aviation industry. Due to the booming of civil aviation In the second trade-off, a decision was made on the type of fuel. Both Faculty: Aerospace Engineering in the 1970s and an approximated life span of 30 years of aircraft, EOL plans started and bio-ethanol were assessed on multiple topics and after applying the weighing to be investigated in the 2000s. Still, a lot of aircraft cannot be processed due to their factors, it was clear that bio-ethanol was the best fuel for our design. In the third Master: BSc Aerospace Engineering complexity or because it is not economically feasible. These aircraft are stockpiled in and final trade-off, it was decided to use a conventional high wing lay-out made aircraft graveyards. from aluminium. Instead of the Al-7075 and Al-2024 (widely used in aviation), we 102 103 Case Study Book Inspired by Cradle to Cradle® Case Study Book Inspired by Cradle to Cradle® selected the automotive Al-6022. This alloy provides a larger recycling market in the The challenges while working with Cradle to Cradle EOL phase of the InfiniCraft. To lower the amount of materials, rivets from the same Al-6022 are used. Yes. First of all the Al-6022 alloy needs to be certified for use in aviation as itis unknown to the industry nowadays. Specific to the C2C aspect of the InifiniCraft, During the last weeks of the project we also looked into the business case and more research is required on the: developed a lease structure. This gives pilots more freedom at lower financial risk, while it gives the manufacturer more control over the end of life phase of the →→ Development of C2C coatings InfiniCraft as it returns after the contract expired. →→ Optimisation of the recycling of fibre reinforced thermoplastic composites, electronic circuits and rubber CRADLE TO CRADLE →→ Development of a C2C engine First of all we applied the ideas because it was the project requirement to do so. →→ Sustainable production of bio-ethanol. However, after the literature study it was clear to everyone that if we wanted to change something on the waste problem in the aviation industry, the Cradle to Cradle philosophy was a very good guideline to do so.

At the EOL phase, the aircraft is disassembled and the obtained materials flow through the bio- and techno cycle. To be able to do so, design for disassembly and a good material management are needed. As the customer can choose his/her own Bio-sphere C2C certified interior, each InfiniCraft is unique and is built with local materials. Current solar power and waste are used for the production of bio-ethanol, either Techno-sphere with crops/algae or municipal waste processing. Material management The effect of working with Cradle to Cradle Waste = Food The systems engineering approach is a method that can be used on any product Use Solar Power design. We incorporated Cradle to Cradle in our design by doing a literature study at the beginning which resulted in additional requirements for the aircraft. By doing so, Celebrate diversity

Cradle to Cradle was integrated from the beginning and few difficulties raised. (bio-, conceptual- and cultural- diversity)

Our approach differs from a ‘standard’ aircraft design process due to the requirements Design for disassembly for another, sustainable, fuel and due to the less amount of materials. These materials were also not typical aerospace materials and therefore we needed to make sure it was possible to use for example the automotive aluminium in an aircraft design.

104 105 Case Study Book Inspired by Cradle to Cradle® Case Study Book Inspired by Cradle to Cradle® SOLVING THE PUZZLE reduce our impact on the earth. certainly needs to be taken is the certification of Al-6022 to be used in the aviation industry. Next, coatings that fit more into the Cradle to Cradle philosophy should The designed InifiniCraft meets all the requirements stated in the beginning. It Other solutions be developed. Studies are required on the recycling of thermoplastic composites is a competitive, reliable, two-seater aircraft. It is made from al-6022 and has an since this can nowadays be challenging due to the chopping of fibres. 3D-printing engine that runs on bio-ethanol (E100). Depending on the source, the effective CO2 Yes, during the process we eliminated a lot of other possible designs, to make sure using this material should also be investigated since this provides quick and local emissions can be reduced to 0 kg/h. the aircraft could be produced in 2025. Other solutions are for example hydrogen replacements during maintenance. Bailleul et al. researched if a small two-seater aircraft instead of bio-ethanol for the propulsion. On the material aspect, another aluminium could be designed using the C2C principles. Driven By using a semi-monocoque structure with rivets from the same Al-6022 alloy and alloy could have been selected. The InfiniCraft has a high wing, but off course other To reduce the amount of heavy and difficult to recycle avionics, we introduced by the lack of proper end-of-life (EOL) plans in the secondary structures made from thermoplastic composites, a recycling rate of 93.4% configurations are possible. mobile tablet-like devices that can be used for navigation of extra information. These business plans of aviation manufacturers. is achieved. 88.7% of the InfiniCraft can be upcycled with today’s techniques. need also to be certified by the aviation authorities. At the moment the rivets are made from the same Al-6022 alloy, which provides an Instead of selling the aircraft, a lease construction is set up. An operator culture is easy disassembly since the rivets do not have to be drilled out. Another possibility A Cradle to Cradle engine needs to developed which tackles the current problems Their ultimate goal was to contribute to an aviation established where pilots do not own the aircraft, but operate it for a specified amount would have been to use magnetic separation of various metallic alloys. with coatings and difficult to disassemble designs. Next to that, bio-ethanol should industry in which aircraft are manufactured and of time, after which the manufacturer is responsible for its further operations. An end become widely available with a sustainable production method and to do so, a lot of will operate without any negative impact on future of life plan was made to ensure the aircraft never ends up on a graveyard, but can Maybe in the future, composites will be better recyclable and then such materials additional research is needed. be recycled into existing InifiCraft through maintenance parts, into new InfiniCraft could be used in the design to obtain a lighter aircraft. generations. through recycled aluminium, or into various other products made from the different Finally, a logistics scheme needs to be set up. The realisation of business-cooperation’s materials used in our design. is an important key factor since manufacturers, maintenance centres and recycling Challenges they faced include: 1) coatings that fit RECOMMENDATIONS companies need to work together. into the Cradle to Cradle philosophy; 2) studies on the Lessons learned recycling of thermoplastic composites; 3) 3D-printing Before the InifiniCraft really can fly, a lot more designing is needed. A stepthat When the first InfiniCraft is build and the concept is proven, research could be done Implementing C2C in a design is not about making a futuristic, innovative design to use the same design approach on large, commercial aircraft. This is a whole other with this material; 4) design of a C2C engine; 5) but about making small changes on existing design methods. Improving the material challenge since more regulations exist for these aircraft and they are a lot more sustainable production methods for bio-ethanol; and type is an example of this. The less different materials that are used, the easier complex than a general aviation two-seater. 6) a logistics scheme. the recycling process will be. Special attention is needed for the fuel type and its production and also the business plan needs to be reconsidered to get the product Further readings student theses e.g.: Babre; 2014; REFERENCES back at the EOL. Iosif-Lazar, 2012; de Groot 2009; and related Meadows, D.H., Meadows D.L., Randers, J., Behrens III, W.W. (1972). The Limits to Results publications e.g.: De Pauw, et al., 2013; McDonough & Growth. Penguin Group (USA) Incorporated. Braungart, 2013; McDonough & Braungart, 2002a. Concluding it appeared that the core of the problem is the lack of knowledge of In Bailleul, W.P., Cool, G.A., Eyselbergs, T., Ijfs, S.R., Ijtsma, M., Jansen, M.F.J., van den the first place this design and the accompanying report were important to finish our Kieboom, K.T.H., Plaisier, G., Severijns, C.P.A. (2013). Aircraft Design Using Cradle to BSc Aerospace Engineering (with a good grade). During the project, we learnt also Cradle®: Reality or Utopia. Ongepubliceerde bachelorscriptie, Technische Universiteit something for ourselves: Cradle to Cradle is a valuable design method and can be Delft, Delft, Nederland. used to prevent future waste build-up. The philosophy will certainly have an impact on all the future designs we make since we all are convinced that it is important to 106 107 Case Study Book Inspired by Cradle to Cradle® Case Study Book Inspired by Cradle to Cradle® 5. INDUSTRIAL

“… we find that the C2C design paradigm is best suited regarding additional topics like toxicity and biosphere cycle, besides the obvious ambition for a DESIGN sustainable product.” (Mesch, et al., 2013)

“It offers clear guidelines as to how consumption can happen while being of benefit to the environment.” (van Putten, 2009)

“Instead of only reducing a negative environmental impact, C2C is leading to positive effects. Looking at the big picture, it contributes directing the efforts toward a sustainable development.” (Jaramillo, 2013)

108 109 Case Study Book Inspired by Cradle to Cradle® Case Study Book Inspired by Cradle to Cradle® APPLICATION OF C2C DESIGN IN A CANTEEN ABSTRACT Time-frame ENVIRONMENT With a university canteen being stocked with organic food and drink to contribute Since the assignment was part of a 10 week course for learning about and applying to a more sustainable world, the experience and the message gets scarred when different sustainable design strategies giving by Ingrid de Paauw (PhD), wehad Name: Florain Mesch (2013) the cutlery is throw away plastic and trays and plates aren’t recyclable. So as part approximately 10 weeks to analyse, develop and package our solution to the problem Hung Ho of a course on sustainable design strategies, the assignment became to make statement. Although, as discussed later, to implement the solution we have set out a Jorn DIjkstra canteen truly sustainable using the C2C design paradigm for the most challenging roadmap with several key targets and events. environment: a student canteen. Matthew Doe Rebecca Hall After careful analysis of the current situation. A vision was born of a canteen, inspired Global societal challenges or trends Vanessa di Francesco by C2C that was more than just a place to eat your sustainable lunch. It would be a place to recharge yourself with nutrients while feeding the world with nutrients in Supervisors: Dr. Ir. C. Bakker a pleasurable relaxing atmosphere with indoor plants, roof-top gardens, and local Through several levels of economic scale, the general public has be further removed circular cycles of nutrition. But dreams and vision are one thing, making them reality from the original source of their food and drinks. In general one’s dinner arrives Msc. I. de Pauw another. packed in plastic foil and pre-cut and processed. Although the public is generally becoming more aware of the source of their food and organic food is becoming Background info: After creating several concepts and working principles, a selection was made and THE PUZZLE more popular, the packaging combined with the cutlery and plates do still lead to a fused to generate a solution that would be beneficial to the planet, the consumers, growing waste stream. A project team bound by a shared interest in sustainable design, but with With ethically, organic and sustainably sourced food and drinks becoming increasingly and the cantering company, whilst being vandal prove and inspirational. With a different backgrounds in education, ranging from Industrial Design Engineering to popular, many catering companies are following specialist retailers and supermarkets roadmap for its implementation, a path was presented for the canteen to become a A waste stream that is unrecyclable, depleting vital resources, and eventually by offering ethical and organic food in at least part of their range. However when Mechanical Engineering. And geography from Australia to the Netherlands. Went nutrient rich area rather than a place of waste. polluting the environment in which the food is grown and thus entering the food we were asked to look at the tender of the resident catering company at faculty of chain. So in effect, by using un-biodegradable or unrecyclable products for our together on a cyclical path of discovery to understanding and applying Cradle to Although being an educational exercise, much was learned from it by the project Industrial Design, we were asked to look beyond the food on the plate and at the meals, we will eventually poison ourselves by eaten our own waste. So our challenge Cradle for their Applied Sustainable Science Engineering and Technology minor team, and hopefully led on to greater things. plate itself. How sustainable is the service that the catering company provide, and is to provide an alternative that at least won’t impact the environment, while still course at the Delft University of Technology. how sustainable and safe are the knives, forks, spoons, plates, cups, trays, and others being affordable for the general public, so that everyone can eat safely. components of this service? Motivation University: Delft University of Technology, the Netherlands But we recognised that not only the sustainability of the cutlery and plates was a major challenge, the environment they were used in was just as big a challenge. The assignment was part of a course which in itself was part of a minor programme Faculty: Industrial Design Engineering Providing a catering service at university faculty adds additional constrains and focused on sustainability and sustainable design, and although the members of the challenges, as it commonly known that some of the plates and cutlery students assignment group might have had different reasons to do the minor programme (in Department: Design for Sustainability have at home wasn’t originally theirs. But also the actual environment of canteen, some cases travelling across the world to do so). There was general awareness and in the middle of the open-plan faculty, provided challenges. As due to its open-plan agreement that something had to change before we could pass on planet Earth as a Master: Applied Sustainable Science Engineering and Technology design would be noisy and the air quality suffered in absences of good ventilation gift to the next generation. And in the sight of this daunting task, every opportunity minor course and filtering. So we set out to solve all these challenges by a comprehensive review to make even the smallest step towards a better future is taken on with great and redesign of the canteen and its cutlery and plates. motivation. Although it helps that one gets European study credits for it as well, still 110 111 Case Study Book Inspired by Cradle to Cradle® Case Study Book Inspired by Cradle to Cradle® it was an exciting project with the opportunity to present to the managers of the catering company. Bio-sphere

APPROACH Techno-sphere

The problem was approached using a mixture of design methods of IDE (Industrial Material management Design Engineering) and C2C design paradigm as presented in Cradle to Cradle: Remaking the Way We Make Thing. An analysis was performed of the current Waste = Food situation focusing on the life cycle of the current products and their material safety. The products that are being used at the moment are; fiberglass trays, a stoneware Use Solar Power plate, PS cutlery and paper cups. Outcomes of this analysis are used as input for the design vision and roadmap. Celebrate diversity (bio-, conceptual- and cultural- diversity) A design vision was made to represent the dream canteen and indicate what factors should be present in the final design. This vision is based on the Purpose ofthe Design for disassembly redesign (the Why), the Environment, Benefits, Product type, Life cycle (Techno or Bio), Concerns, Challenges and Vision statement. Some conceptual sketches accompany the vision for visual guidance.

Several concepts based on several working principles and different cycles (Techno-, besides the obvious ambition for a sustainable product. So in retrospect we think as Bio- cycle) were developed, selected and then were merged into the final design. a group that if we had the liberty and experience, we would still choose to use the The choices of materials and working principles are based on the C2C X-list and the C2C design paradigm for the challenging assignment. C2C book, as well as their practical application in the canteen environment. Since we were dealing with a challenge regarding material use in a catering Since not all the team members were not completely familiar with the Cradle to environment, much of the focus laid on closing the material cycles either through the Cradle guidelines, a special document was made on the ‘stepping stones of C2C’. biosphere or techno sphere. Carefully analysing and managing the materials used. But of course the motto Waste = Food was the most appealing and applicable to our assignment, with the cutlery and cups being composted to return the nutrients back CRADLE TO CRADLE to the biosphere for food or materials.

As previously mentioned this project was the result of an assignment to introduce The effect of working with Cradle to Cradle and apply the Cradle to Cradle design paradigm, although which particular concepts of the C2C design paradigm and how was of course free for us to choose for this Although the assignment wasn’t strictly a research project, but more an educational assignment. And in the context of the assignment, we find that the C2C design exercise, it has led with most of our group continuing with the things we learned paradigm is best suited regarding additional topics like toxicity and biosphere cycle, during the assignment. Some have done their Bachelor end thesis or other projects 112 113 Case Study Book Inspired by Cradle to Cradle® Case Study Book Inspired by Cradle to Cradle® about or using Cradle to Cradle design paradigm, and others have continued to Particularly finding the right materials for the intended products was forcing us to RECOMMENDATIONS follow the development of design methodology and its innovations. continue coming up with creative solutions and push the boundaries of innovation, all to get the end products that would close the cycle, be non-toxic, and would When it comes to taking on such a specific project assignment or looking from a The challenges while working with Cradle to Cradle function in a student canteen. This particular point made the deepest impression on different standpoint to apply the C2C design paradigm in a practical environment, our experience, that through Cradle to Cradle, you push yourself further and more there were a few points we think that could be improved on to ease and streamline Although the project was also our first introduction with the Cradle to Cradle design creatively to come up with solutions that really are solutions. the C2C design process. methodology, our instinct and experience quickly led us to make a Life Cycle Analysis form the eco-efficiency design methodology to analyse the current situation. This Results The first stumbling block was perhaps more our own fault, being more used to the was tempting has it gave a hard numerical answer what the best solution is, however eco-efficiency design approach, was that we wanted to make a life-cycle analysis this is a error in the respective of Cradle to Cradle design. As you aren’t looking for Looking back at the assignment a good two years later. Not only did we as a project to assess the current situation of the canteen and its components. While actually a solution that is the most optimal, but optimal itself with no flaws or drawn backs. group learn a lot about the Cradle to Cradle design paradigm and how to apply it, we had to start assessing the material flows through the canteen and their toxicity, Still a stronger and more numerical analysis and approach would nice to present a thanks to MSc. I. De Paauw and Dr. Ir. C Bakker. But as well, taking the feedback we were looking for something tangible and concrete to benchmark the current stronger case for Cradle to Cradle design. and positive comments on board, we seem to have found a creative solution to situation as a jumping off point. the challenge of the faculty canteen in the Industrial Design Engineering faculty at the Delft University of Technology. A challenging environment where Sodexo was Another stumbling block was that in the team there wasn’t a fully qualified and SOLVING THE PUZZLE interested to look into providing more than just organic food, but provide an area experienced toxicity and chemicals expert to hand, so judging the safety and of complete refreshment for both students, staff, and Mother Nature by closing sustainability of the materials had to be done through secondary (and often sketchy) The Puzzle actually consist of two parts, making the product fit in a circular material material cycles and using renewable energy in a pleasant atmosphere free of guilt. sources. This undermined our confidence that the end results was really for filing the stream and making sure students would respect this approach. It is assumed that assignment demands, so we hope the material database will expand further and be all future food packaging is biodegradable so all the cutlery and cups should also be available for the intended use. Or otherwise a set of (Cradle to Cradle) guidelines to Other solutions biodegradable. Cutlery that would be reused over and over would be stolen from avoid major shortcomings in the materials . the faculty but using decomposable throw away cutlery places a big impact on the As previously mentioned the assignment was part of a course in which multiple All in all this recommendations aren’t probably new or shocking, but we believe that environment. If more natural material is needed to make the cutlery than nature project groups developed their solutions using different design strategies, so in removing these blocks would greatly improve the C2C design process, allowing for provides the ‘circle’ is inconsistent in time. The cutlery is therefore made from a that sense, there are many alternative solutions or variations to the assignment further improvement and more creative solutions of the design itself material (pulp) that is pressed with a natural bound agency (shellac) that can be challenge. But also within our project group there were multiple solutions discussed used for a short period of time and washed. After this, the cutlery can safely be and developed as well as a few alternatives presented to provide economic diversity. decomposed. This prevents steeling of the cutlery but makes sure the whole content Particularly a range of different materials had been discussed and although in our REFERENCES of the waste bin is biodegradable. The plate is part of the techno cycle and physically opinion the best solution for this specific case have presented, under different doesn’t fit in the bin. circumstances and insights alternatives might perform better. McDonough, W. & Braungart, M. (2002). Cradle to Cradle: Remaking the Way We Lessons learned Make Things. New York, USA: North Point Press.

Reflecting back on the whole experience as a group, a lot was learned in the process on completing the assignment. The demands and restraints of the assignment and its environment forced us to think, create and work hard to reach a solution that answered the call for a better future and a better canteen and faculty. 114 115 Case Study Book Inspired by Cradle to Cradle® Case Study Book Inspired by Cradle to Cradle® DESIGN OF A BIO-BASED CONSUMER PRODUCT FROM ABSTRACT SUSTAINABLE RENEWABLE BIOMASS SOURCES AND The research report describes the process towards the main result: the AlgaPak, IDENTIFICATION OF THE BUSINESS OPPORTUNITY an innovative mail packaging product primarily for Dutch web shops. Since no Mesch et al. aimed to make canteen truly sustainable suitable material was available that would be truly sustainable in large quantities, using the C2C design paradigm for a student canteen. Name: ir. Bob van Putten (2009) an innovation in biodegradable material was needed. This insight lead to anew They developed a C2C inspired vision for a canteen as compostable material made from algae. Algae grow fast, have structural strength, Supervisors: Prof. mr. dr. ir. S.C. Santema are highly compostable and can be grown without competing for acres with known place to recharge yourself with nutrients while feeding food crops, such as corn starch needed for ‘sustainable’ . the world with nutrients in a pleasurable relaxing Ir. R. Wever atmosphere. The report contains a deductive analysis of the world of materials in the views of the Ing. B. Vastbinder - DCE C2C philosophy. Which base material is most suited for biological cycles? The goal Their challenge was how to translate and materialize Background info: was to create a product with a perfect Nutrient Reutilization Score (NRS) of 100. Then the project sets out to develop a material that meets the design criteria that were this vision into an industrial design. They used a As an industrial design student I was growing tired of hearing people talk about chosen. This was done because no proper material was available at the time. Using mixture of design methods (IDE and C2C design sustainability and set out to prove that the existing companies were wrong by this material a product was designed to fit an existing market need. The product paradigm). The focus was on closing the material had to be used in a biological cycle, meaning opportunities for composting had to demonstrating that truly can be profitable. There was always cycles either through the bio-sphere or techno-sphere, be present. This lead to a packaging design for e-commerce parcels, which can be a downside in using one material or the other so I developed a material that could discarded in soil. through materials management and the C2C principle be produced in large quantities without the negative effects on the environment in of Waste = Food. This research effort was also awarded with a Young Wild Idea award from the Delft an endless biological cycle. Centre for Materials. After this finding, the AlgaPak concept was devised as a pilot A challenge they faced was that the LCA methodology, product for the material. The report also contains a business plan that deals with the although able to translate the design in hard numerical University: Delft University of Technology, The Netherlands implementation process and how to attain the business goals that were set to speed up the adoption of this new material. best solution, was not able to value the Cradle to Cradle Faculty: Industrial Design Engineering aspects of their design. Department: Design for Sustainability Further readings student theses e.g.: Bjørn, 2012; de Groot, 2009; Wiersma, 2009 and related publications Master: Integral Product Design e.g.: De Pauw, et al., 2015; Mulhall, et al., 2013a; Involved institutes: DCMAT, Delft Centre for Entrepreneurship Bjørn, et al., 2013; Bor, et al., 2011.

116 117 Case Study Book Inspired by Cradle to Cradle® Case Study Book Inspired by Cradle to Cradle® THE PUZZLE and waste circuits. Inspired by the C2C approach I wanted to find real honesty in waste = food were most prominently used. Lessons learned products and materials leading me on this research ‘journey’. Products that are made with C2C certified resources have to be met with The effect of working with Cradle to Cradle I found that it takes an enormous breadth of knowledge to achieve C2C cycles in appropriate waste management circuits, but if that criterion is met it is an optimal this day. You need a multidisciplinary team to make progress in combination with an form of consumption. This is the only type of consumption that stands a chance of APPROACH It was the reason this research project was set up as I was the one who wrote the ability to find the right knowledge at the right time. withstanding the stress that a global population of 9+ billion in 2030 will put on the graduation assignment. To me, it showed one of the biggest flaws in modern product planet’s capacity to provide resources. I set out to evaluate all biological materials that could fit in the biological cycle. I . Along with Victor Papanek’s Design for the Real World I would say it Results used structural qualities as selection criteria. Other criteria were compostability and was the biggest influence on me as a designer. The ‘puzzle’ was to find a material that could be produced in these large quantities growth speed. This led me to the plant and eukaryote kingdoms. Land-based plants In short: with a compatible waste management circuit. Understanding how the world uses quickly were eliminated as they would ultimately compete with food crops as they The challenges while working with Cradle to Cradle resources on the largest scale and what the consequences truly were was the biggest compete for agricultural land. →→ An analysis of known source materials in terms of C2C’s biological challenge. Finding a suitable alternative after that was relatively straightforward. First of all the Al-6022 alloy needs to be certified for use in aviation as it is The cycles material I designed using fibrous algae has unresolved problems in harvesting the Time-frame CRADLE TO CRADLE algae in great numbers. This also being one of the challenges of the algae-to- →→ Development of a new algae material suitable for packaging industry I feel this may be resolved by other engineers in the future. The project was started in May 2009 as part of a graduation project at the Delft It offers clear guidelines as to how consumption can happen while being of benefit to →→ Product design for packaging in a biological cycle the environment. It is also aimed at the broader role that the product designer can University of Technology. Solving the problem for finding the material took →→ Business plan for development of said packaging in a start-up approximately three months. Development of the material and design of the product and should play in this challenging day and age. Bio-sphere, material management, SOLVING THE PUZZLE took an additional four months. →→ Research grant was awarded during the graduation project (Young At one point I was confident that algae combined growth speed with structural Wild Idea by DCMAT) Global societal challenges or trends Bio-sphere strength, which were the qualities I was looking for as a suitable source material for the product. Not being a biologist I then made appointments with the leading algae →→ Spin off research at TU Delft by professors and student groups. On the one hand the research aimed at finding answers to global consumption and Techno-sphere experts in the Netherlands. They helped me find different strains of algae that had the challenges for product design. On the other hand the goal was to find exciting Material management strong fibres. Other solutions and new possibilities in the field of sustainable, compostable materials. The reason for this was that the majority of compostable materials were not truly compostable. Waste = Food Next part was finding a way to turn the plant matter into a material with which it Yes, I am sure nature has countless alternative material sources that grow equally fast Compostability was measured in an industrial composter unit over a period of 90 was possible to make products. Turning it into a type of sheet material seemed most and also provide structural qualities as well. Specifically in the area of cyanobacteria, days, rather than an average garden for instance. This meant that even plastics Use Solar Power likely. closely related to microalgae. There are so many species with varying qualities. that could be considered harmful in the biosphere would be labelled compostable The algae I found made a sugary slime in their natural form to fend of infections and because a percentage of compostable material was added. Celebrate diversity (bio-, conceptual- and cultural- diversity) other organisms. In the end, a similar substance was used to bind the algae strands Motivation together to form the base of the material; a rigid sheet. You could say nature already Design for disassembly found the solutions to my problem. I just found it frustrating to hear about sustainable design and materials that (in my views) failed to meet the real challenges. As a designer of products and product service systems I felt that it was a compromise to design with suboptimal materials 118 119 Case Study Book Inspired by Cradle to Cradle® Case Study Book Inspired by Cradle to Cradle® RECOMMENDATIONS DEVELOPMENT OF A DECISION SUPPORT MODEL FOR ABSTRACT BUILDING DESIGN: BASED ON THE CRADLE TO CRADLE To further develop this material it is needed to research on: The industry started recognizing the negative environmental impact of their activities PRINCIPLES AND THE BUILDING VILLA FLORA in the early 1970’s. In the building sector, the professionals have paid more attention →→ Moisture absorption: right now moisture triggers the decomposition Name: Ing. Andrea Herrera Jaramillo (2013) on how buildings are designed, built and operated. Several methods are used to process in algae which makes the material so compostable. In practical Van der Putten was frustrated about sustainable measure the environmental performance of buildings. These methods are based situations the material would have to sustain some moistening design and materials that failed to meet the real Supervisors: Prof. Dr. Elma Durmisevic on an eco-efficiency approach which seeks to minimize the damage decreasing without disintegrating. Possibilities include plasma treatment of the challenges because of the compromises and suboptimal simultaneously a negative footprint. product surface. Dr. Tanja Scheelhaase materials and waste circuits designers have to work Cradle to Cradle® represents an approach based on eco-effectiveness, where systems →→ Producability: growing and harvesting algae at a large scale isa with. Therefore he choose to work with the C2C approach Ing. G.M.B Holla stop being designed ‘less bad’ and become ‘good’. Nevertheless the implementation challenge formed by the distribution of nutrients, cost effectiveness as it offers clear guidelines as to how consumption can Background info: of Cradle to Cradle® in buildings is limited to the use of some guidelines. Therefore and separating the water from the algae after harvesting. happen while being of benefit to the environment. the aim of this thesis was the development of a decision support model that could guide both the design and the evaluation process of buildings according to the Cradle →→ Drying: in order for the material to be produced algae have to be to Cradle® principles. dried quite quickly, otherwise they will start to decompose. Finding His thesis contains a deductive analysis of the world Andrea is a Product from Medellin, Colombia. Her specialization a way to do this without using a lot of energy is part of this challenge. of materials in the views of the C2C philosophy. He The decision support model guides the transition of buildings from having a negative in Sustainable Design motived her to continue her path at the University of focused on the bio-sphere, material management, impact to a reference line described as a ‘green area’. The model measures the waste = food to find which base material is most Twente. In The Netherlands she followed two master tracks: Cradle to Cradle environmental performance of buildings according to its own Key Performance Indicators (KPI’s). The C2C-Inspired building Villa Flora was used to evaluate and suited for biological cycles. and Architectural Building Components Design Engineering. Her master thesis complement the project. The model gives objective information of its performance became an excellent opportunity to combine her two favorite topics of the master He found that you need a multidisciplinary team to education. She was member of the Latin American Student Association and Ariëns make progress in combination with an ability to find Katholieke Studenten. the right knowledge at the right time. University: University of Twente, The Netherlands Further readings student theses e.g.: Babre, 2013; Ünal, 2013; Iosif-Lazar, 2012; Zwaans, 2009; Faculty: Faculty of Engineering Technology (CTW) and related publications e.g.: Lovins, et al., 2014; Braungart, et al. 2007; Newcorn, 2003. Department: Industrial Design Engineering Master: Industrial Design Engineering

Involved institutes: Volantis B.V., Venlo, The Netherlands

120 121 Case Study Book Inspired by Cradle to Cradle® Case Study Book Inspired by Cradle to Cradle® within two categories Renewable Energy and Materials. between recognizing its environmental damage and trying to minimize its impact. A literature study was performed at the beginning of the project. It was focused on Braungart and McDonough suggest setting the goal higher to enhance and maximize the C2C literature related to building design and different environmental assessment a positive impact rather than reducing a negative one. This could be called asa methods used in The Netherlands such as EPBD, NEN 7120, BREEAM, GPR and Eco- Bio-sphere THE PUZZLE second transition, where the building sector moves from providing a negative impact quantum. This analysis and the comparison between the environmental assessment to positive effects. The second transition would probably take some decades, but at methods helped to develop the framework of the decision support model. Techno-sphere The different industrial sectors, among them the building sector, are large least it has already started. contributors of the environmental damage. When it comes to the implementation The development of the framework itself was the second phase of the methodology. Material management of sustainability, the building professionals are more likely to work with models During the first transition, still in practice, several environmental assessment Additionally to the literature analysis, the C2C inspired building Villa Flora, located in and methods that give directions toward a ‘sustainable’ goal. A large number of methods have been employed. These methods help both, recognizing the negative Venlo, was analysed in order to identify the performance of the building according Waste = Food environmental assessment methods such as BREEAM and GPR, are in practice to impact of buildings and designing ‘less bad’ options. Cradle to Cradle® could lead to to the proposed aspects of the decision support model. The analysis of Villa guide the design and evaluation process of sustainable buildings. The overall purpose the second transition where the building professionals design solutions with positive Flora illustrated the design process of a building. This phase involved interviews, Use Solar Power of these methods is to reduce the negative environmental impact. Even though they effects. observations of the systems, review of documents among other sources that are not originally intended to serve as design guidelines (Crawley, 1999), they are presented related information. Celebrate diversity used in practice as such to guide the process towards a ‘sustainable’ result. These Motivation (bio-, conceptual- and cultural- diversity) methods have an eco-efficiency approach. In the third phase, the framework of the decision support model was evaluated by a As a designer I feel responsible for the effects that products have on the environment. panel of experts in the Cradle to Cradle® field. Recommendations were given based Design for disassembly Cradle to Cradle® presents an approach based on eco-effectiveness, where products My love for sustainable design was born at Eafit University. This highly motivated on their evaluation. Due to time limitations it was not possible to evaluate the model and systems stop being designed ‘less bad’ and become ‘good’. Nevertheless the to continue my path at the University of Twente. Cradle to Cradle has helped me with another C2C inspired building. implementation of Cradle to Cradle® in buildings is limited to the use ofsome opening my view about designing products with positive effects and as it says doing guidelines. There is not an integrated C2C model or method in practice, as GPR and the right things instead of doing the things right. So thanks to C2C I am aware that the were developed only for the categories Renewable Energy and Materials, some of BREEAM, which gives better directions to architects and planners in the design of a traditional focus of sustainability is only delaying the damage. C2C suggests designing CRADLE TO CRADLE the concepts such as Celebrate diversity and Design for disassembly have not been ‘C2C building’. products and buildings with positive effects. Architects, designers, and engineers yet fully implemented. need models and measurement systems in order to make objective choices during Climate change, loss of genetic plant and animal diversity, oil crisis, and scarcity Time-frame the design and operation phase of buildings. The lack of a comparable model in C2C of materials; are few examples of the environmental damage due to the industrial The effect of working with Cradle to Cradle was my biggest motivation to work on this project. activities of our society. Additionally some social problems have arisen such as the The development of this master thesis started in January 2013. It was a project in conflicts between nations for controlling the territories with abundant resources. Different opinions where found relate to the measurement of the C2C features in cooperation with the University of Twente and the company Volantis. B.V. The time- Buildings are large contributors to this negative environmental damage. buildings through the categories and KPI´s of the model. On one hand, building frame of the project was eight months. The methodology and its activities were APPROACH professionals need measurement systems in order to make objective choices during completely executed within the time-frame except for a second evaluation of the It is required changing the goals that are set nowadays by the building professionals. the several phases of buildings. decision support model. It was intended to evaluate the model with a C2C-inspired The methodology used during this master thesis, aimed to find the answer of the Instead of only reducing a negative environmental impact, C2C is leading to positive building different than Villa Flora. research question: How can the Cradle to Cradle® principles be integrated into a effects. Looking at the big picture, it contributes directing the efforts towarda On the other hand, it was pointed out by the C2C experts that the focus should be only model to guide the design and evaluation process of buildings? sustainable development. on the design process avoiding the assessment of buildings. This difference slightly Global societal challenges or trends changes the direction of the research. Recommendations were given in orderto Three phases led the research: Literature study, Development of the decision support The previous concepts were explicitly or implicitly involved in this research. These continue with this research and link the gap between the opinion of the C2C Experts The built environment has been focused on reducing the negative impact of model framework, and Evaluation of the model. concepts were necessary to identify and create the categories of the model. They and the need of a model to design, evaluate and compare C2C-inspired buildings as buildings since 1970’s. During these years, the sector has experienced a transition are associated to one or more of the eight categories. Due to subcategories and KPI´s objectively as possible. At the end all the parties involved are unanimously working 122 123 Case Study Book Inspired by Cradle to Cradle® Case Study Book Inspired by Cradle to Cradle® towards the same goal: designing, constructing and using buildings with positive Lessons learned footprints. Through this master thesis, it was learnt about the Cradle to Cradle® concepts related The challenges while working with Cradle to Cradle to building design. The biggest challenge was about the comparison and assessment of buildings. Although the decision support model proposes a comparison and The model was linked as close as possible to the C2C literature. Nevertheless the evaluation of developments, in the C2C field it is not possible to compare different latest publication How to plan a big beneficial footprint and the C2C Expert panel buildings. The following is an example given by the senior researcher Douglas Mulhall evaluation, suggests implicitly a new direction to the research. New ideas arose and that explains some aspects of two buildings that are not comparable between research questions appeared. Some of these new challenges are related to the used them: A music school has different benefits than a greenhouse. The greenhouse of the model as a design tool rather than an assessment method. Categories and generates renewable energy, cleans water and air, recycles nutrients, is designed for weighting factors could be recommended as relative aspects of buildings that differ disassembly and has safe materials. The music school is in a favela and saves lives according to each development and its context. by keeping kids out of gangs but has no benefits for renewable energy, materials, climate, nutrients, water, or disassembly. Furthermore the approach of the model is to design and evaluate buildings using KPI’s in each of the categories. Here, different elements of the building contribute Results to the performance or results within a specific category. However the C2C experts suggest focusing only on five elements instead of a building as a whole. A decision support model is proposed to guide the transition from a negative impact to the reference line. The model assesses the performance of buildings through eight categories: Renewable Energy, Materials, In/outdoor climate, Water, SOLVING THE PUZZLE Stakeholders value, Biological nutrients, Diversity (biodiversity, cultural diversity, conceptual diversity), and Design for disassembly. These categories are the result of A decision support model is proposed as a comparable method to guide the first step an analysis on the C2C guidelines for the built environment and some environmental in designing and evaluating buildings with positive effects. The focus of the model assessment methods used in the Netherlands. Only two of them (Renewable Energy is to bring buildings to a reference line where they do not have a negative impact. and Materials) were developed in detail. This means for instance buildings that do not generate waste and produce their own demand of energy from renewable sources. The model measures the progress of The categories of the model are divided by sub-categories which contain Key buildings towards the reference line or ‘green area’. The performance of building Performance Indicators (KPI’s). The results of the KPI’s are translated into a ‘green starts growing into this area while reducing the negative impact. Above the reference score’ firstly per subcategory, secondly per category. This score indicates the extent line is when buildings really start providing a positive impact. The measurement of until which the C2C principles have been implemented in the building. The results the ‘positiveness’ of buildings is considered as a second step and is not covered in this were identified for Villa Flora. proposal. The model only gives qualitative recognition of those building elements that have a positive impact. Other solutions

Building professionals need tools and measurement systems in order to make objective choices. Choices based on calculations and prediction of effects. For instance the engineering and consultant company Volantis B.V. is one of those 124 125 Case Study Book Inspired by Cradle to Cradle® Case Study Book Inspired by Cradle to Cradle® facing the challenges of implementing C2C in building design using the available C2C REFERENCES tools. Architects, planners, engineers and building owners are enthusiastic about implementing C2C in their developments. They are only asking for a model they Bor, A., Hansen, K., Goedkoop, M., Riviére, A., Alvarado, C., Wittenboer, W. (2011). could be familiar with and work with. The decision support model is only a proposal Position paper: Usability of Life cycle Assessment for Cradle to Cradle purposes. NL to supply this need. Other solutions or modifications to the model can be always Agency implemented. The most important is supplying a model or method according to the Herrera Jaramillo aimed to develop a decision support Cradle to Cradle® principles that to positive impacts. . Crawley, D., Aho, I. (1999). Building environmental assessment methods: applications model that could guide both the design and the and development trends. Building Research and Information 27:4-5, pp. 300-308. evaluation process of buildings according to the C2C principles. She noticed that compared to other building RECOMMENDATIONS Mulhall, D., Braungart, M., Hansen, K. (2013). How to plan a big beneficial footprint. Guide to innovation tools for Cradle to Cradle®-inspired value in building evaluation methods (GPR and BREEAM) there is not Providing quantitative results and comparing different buildings was the biggest developments. For Architects, Developers, Investors & Planners familiar with Cradle an integrated C2C model or method in practice which to Cradle®. Consultative Beta V 3.14. criticism by the C2C experts. Although the model is not measuring the C2C-ness of gives directions to architects and planners in the buildings it could lead to a misinterpretation of this by the users. Buildings have their own features that could not be comparable among them. This argument had led to Usa Today. (2013). Home page Usa Today [web site], http://www.usatoday.com. design of a ‘C2C building’. the recommendation of using the model as a design model merely, avoiding any kind Accessed May 2013. of evaluation. Even though the design process of a building implies an assessment or A challenge she faced was the difference between the evaluation of different solutions in order to select one, it is necessary to analyse what need of the practitioners and the recommendations of is the best way of presenting this kind of comparison. the C2C experts relating the measurement of the C2C The experts suggest focusing on five elements instead of a building as a whole. In the features in a building. As assessment and evaluation future not only five but most of the elements of a building could be C2C-Inspired. A is based on proven technologies and innovation is suggestion is to split the building in many different elements and measure the overall necessary to design buildings that leave positive score of the ‘parts’ of the building that are C2C inspired. footprints, the model was suggested to be used as a The model suggests the evaluation and guidance of buildings through eight design model instead of an assessment model. categories. Nevertheless a building and its features highly depend on the context and intentions of stakeholders. The model could suggest some categories and offer Further readings student theses e.g.: van Schaik, the possibility to add or subtract them according to the requirements of a particular 2010; Koster, 2010; and related publications e.g.: De development. In the same way, it could not be assumed that every development gives Pauw, et al., 2015; Braungart, Mulhall, 2010. the same importance or weighting factors to the categories of the model. However if Categories and Weighting factors are relative aspects of buildings, the ‘green scores’ and the comparison process of buildings are not valid. So it is necessary to analyse and re-think the scoring approach of the model.

126 127 Case Study Book Inspired by Cradle to Cradle® Case Study Book Inspired by Cradle to Cradle® Stead, J. G., & Stead, W. E. (2013). Sustainable strategic management ME Sharpe.

Verfaillie, H. A., Bidwell, R., & Cowe, R. (2000). Measuring eco-efficiency: A guide to reporting company performance (June ed.) World Business Council for Sustainable Development. “…it was interesting to understand the implications of the ways in which it Young, W., & Tilley, F. (2006). Can businesses move beyond efficiency? the shift would affect and change business practices and internal routines in order to 6. toward effectiveness and equity in the corporate sustainability debate. Business contribute to the C2C development.” (Iosif-Lazar, 2012) Strategy and the Environment, 15(6), 402-415. MANAGEMENT STUDIES

“Economic growth was bad, because soon we reach our limits to growth, until Cradle to Cradle came up.” (Koster, 2010)

“C2C is the only environmental concept with a clear focus on the profit maximisation, because it is not ‘against’ consumption.” (Zwaans, 2009)

“I believe it is necessary to add Cradle to Cradle principles to the pool of business academic research, increase awareness of the concept as well as of the emerging consumer group with its own needs and values.” (Babre, 2013)

128 129 Case Study Book Inspired by Cradle to Cradle® Case Study Book Inspired by Cradle to Cradle® CRADLE TO CRADLE, A GAIN FOR CONSTRUCTION ABSTRACT THE PUZZLE Time-frame COMPANIES? In the building sector there are a lot of puzzles to solve. How we make the existing Celebrate sustainability! Looking with new élan at the way we make things. This I worked for 5 months on my puzzle in 2009 and 2010 besides my regular job at the buildings more sustainable? What are we going to do with the empty office buildings is what stays close to me after reading Braungart’s and McDonough’s book. For government. That Cradle to Cradle is an inspiring method to rethink the business- Name: Ing. Guido Koster Msc (2010) in The Netherlands? How we are going to deal with risks in the building sector? What my puzzle I started at the innovation research of Robert Cooper. His insight about model of construction companies, but they are so structural risk averse that they forms a blockage to be really innovative? What are we going to do when the prices innovation - acquired at thousands of companies - translated to a Stage-Gate New are blocked to come to real innovative development, was a important insight for me. Supervisors: Prof. dr. ir. A.J.D.M. van Hal for building materials rise because of a too low supply and a too high demand? Can Product process and 10 factors of success to make the conduct of business more Dr. R.J. Blomme MLD CMC MSIM Cradle to Cradle solve all these puzzles? Probably not. It helps us to rethink the way innovative and profitable - was a trigger for me. I use these factors to investigate Global societal challenges or trends MSc BSc EurIng we do things and it can be part of the solution. the influence of Cradle to Cradle on them and see if construction companies can increase their competitiveness and profitability still. Why construction companies? We have a commodity crisis warns Louise Vet of NIOO us at her TEDX-talks and I Ir. M. Collignon Here I describe the way how Cradle to Cradle can give construction companies The building sector causes the biggest waste stream in Europe with an enormous agree with her. Our spillage is enormous and in only some decades from now there Background info: competitive advantages and work this out in a Cradle to Cradle construction ball. emission of carbon dioxide. In The Netherlands makes the sector a lot of progress in are no raw materials left. The commodity prices will rise. What are you going to Why? Construction workers like to kick a ball and I invite you to play with it. sustainability. There is loads of work to do still mainly at existing buildings. In fact, do as traditional construction company if you can’t purchase building materials at here is a major challenge. regular prices and you loose at every call for tenders against innovative construction I’m founder of Interligo, an innovative detachment office for people with a distance companies? Why not act now and come with a new business model. Cradle to Cradle to the labor market. My dream is to create a better world where everyone’s talents My research purpose was: can inspire you! come to fruition, so that everyone can rise above himself or herself with the deep Learn to understand the way how Cradle to Cradle influences Cooper’s success factors Wessel Bruining project manager at www.duurzaamwonen.nl sees possibilities to believe that people can inspire, encourage and motivate each other. In 5 year time of innovation at construction companies, so that they can develop competitive bring the product ‘live’, ‘work’ or ‘storage’ to the market. The construction company I will help 50.000 people (WAJONG, WIA and 55+) to the labor market. To fulfill my advantages. is the owner of the house, office or warehouse and the building materials also. They dream I’m looking for companies that want to work with self supported teams and facilitate the persons who use the building. When the building isn’t in use anymore My research questions were: the materials return to the company. This concept needs a rethink about how we want cost-reduction on the re-integration of personnel. build buildings.

University: Business Universiteit Nyenrode, Breukelen The Netherlands 1. On which success factors has Cradle to Cradle an added value at construction Motivation firms? Faculty: Centre for Sustainability Where the Dutch government walked in front at the development of environmental 2. On which success factors has Cradle to Cradle a loss of value at construction policy in de years ‘80 and ‘90 of the last century walks she now behind. The major task Master: Master of Science in Management firms? is at the companies to find innovative business models to deal with the commodity crisis and put social entrepreneurship into practise. At business-school I recognize Involved Sustainable Change, Utrecht The Netherlands 3. In which way helps Cradle to Cradle together with Cooper’s innovation theory to my entrepreneurial skills and in this context I love to work with Cradle to Cradle institutes: increase the competitiveness of construction companies? and see how it can bring construction companies a step further in their sustainable development. (You can find the conceptual model at the previous page.) After business-school I made a career shift to start my own company Interligo. Macro- economically we spend billions of euros into the re-integration market at the last 10 130 131 Case Study Book Inspired by Cradle to Cradle® Case Study Book Inspired by Cradle to Cradle® years, but almost the same amount of people (840.000) stands beside the labour duurzaamwonen.nl embraces the circular economy. All persons work innovative SOLVING THE PUZZLE market still. The results of the re-integration businesses are very poor. Interligo is a with Cradle to Cradle and the companies are all leaders in sustainability or leaders in cooperation and it’s a new innovative concept for an detachment office with lower innovation by the categorization of construction companies from Van Hal. Bio-sphere I tried to find as many as possible construction companies for my in-depth interviews. re-integration costs and take care of a permanent job for the people involved. The network of my conductors Anke van Hal en Marcel Collignon were very useful. We Techno-sphere find a couple of companies at discussion fora on LinkedIn also. Besides construction CRADLE TO CRADLE companies I interviewed other market players too, like architects and a real estate APPROACH Material management developer. This gave a broad view about the development of Cradle to Cradle in de Environmentalists pointed the finger at people who go in the economic flow. It was building sector. First, I wanted to work with Anke van Hal professor Sustainable Building and bad to drive a or to go on a flight holiday, for example. When you want to be Waste = Food Development at Nyenrode. Her inaugural speech ‘fusie van belangen’ at Nyenrode good for the environment you had to do less. Economic growth was bad, because I translated the essence of the interviews into short highlights and point them to inspired me, especially the call for collaboration between the parties in the soon we reach our limits to growth, until Cradle to Cradle came up. “Strive for good Use Solar Power the success factors of Robert Cooper. He has 10 factors, but I condensed them to 7 construction sector, to face the major challenge in sustainable building. Second, growth” was the new way of thinking. You can do all kind of things, but act like factors. I work at this point together with two other people to exclude tunnel vision Celebrate diversity I wanted to work with Marcel Collignon of Sustainable Change. He has a very nature does and celebrate it. I embrace this positive approach. When we redesign from my side. Then I prioritize the success factors per research question to analyse (bio-, conceptual- and cultural- diversity) sharp view about how to focus on sustainability. He often pressed - so I call it - at a our products on a eco-effective way there goes a whole new world open for us with which factors are named the most by the interviewees. With this priority I was able ‘imaginary button’ that really helped me to go one step further in my research. new possibilities for trade. A lot of companies proofed that right already. Design for disassembly to assess the influence of Cradle to Cradle at the success factors of Robert Cooper.

My literature investigation exists of reading the book: “Cradle to Cradle, remaking the My report is pressed on FSC paper and with so non-toxic ink as possible, with the Lessons learned way we make things”, read about criticasters of Cradle to Cradle and the historical help of Océ. Furthermore I don’t use plastic and toxic glue to bind my paper, but I use perspective of the sustainable development and which breakthroughs there where the binding system of Paperlock. As earlier mentioned I had to change my research approach. That was not so easy, and which problems we have to face still. Very important in my research was the because I was attached to my research proposal. I wanted real results and not some work of Robert Cooper about innovation. His work forms the base of my conceptual The effect of working with Cradle to Cradle Second, we have to find a method to certify Cradle to Cradle buildings in the same vague answers and at my opinion that was only possible with quantitative research. model for research. kind of way as BREEAM of the Council does. BREEAM-certification My most important learning moment was to let go this fixed mind-set. At the beginning of my research I prepared a quantitative research approach with an is used by real estate developers to attach value to the measure of sustainability I did qualitative research with 10 in-depth interviews at 5 construction companies, 3 questionnaire at about 250 construction companies. Because it was more important at a building. So, the sustainable investments of the real estate developers can be Construction companies need to let go their fixed mind-sets as well. Theyare architectural firms, 1 project leader of the Cradle to Cradle renovation of the VROM- to understand the process of Cradle to Cradle implementation at construction factored in the rent of the building. With Cradle to Cradle investments this is not thinking and working very traditional and risk averse. Customers demand comes first building in The Hague and a real estate developer. With these interviews I got a companies it was better to change to a qualitative approach with in-depth interviews. possible and is there no incentive for Cradle to Cradle investments by real estate and when they don’t want a sustainable building the construction company don’t broad view about Cradle to Cradle in the building sector and insights at my research developers. interfere. When construction companies takes a more central position in the building questions. The challenges while working with Cradle to Cradle process and work with innovative building materials and new building concepts then Third, it’s very difficult to certify a building to the Cradle to Cradle norms, because Cradle to Cradle have the chance to get a more structural base in the construction During writing I contacted the building companies after 3 à 4 years again. Mr. Pasmans There are several kind challenges that are related with the main question “How can of the diver’s kind and amount of materials that is needed. Better is to certify the market. of MP-pm is working as advisor at a project of 9 Cradle to Cradle houses in Maastricht. we speed up the implementation of Cradle to Cradle in de building sector?”. construction companies who work with a Cradle to Cradle procedure and build so Mr. Notenboom of BAM Utiliteitsbouw uses certified Cradle to Cradle building Cradle to Cradle as possible. So, a construction company can distinguish from his Results materials, like carpet, chairs and partition walls and works together with Thomas First, all knowledge about Cradle to Cradle must come in the open. When construction competitors and the company can incorporate Cradle to Cradle fully with less risk. Rau of TurnToo. Mr. Van Zanten of Heembouw focuses on to build more effective and companies and architects can use this knowledge freely it will give an impulse of The 7 success factors I worked with are: (1) a clear vision and strategy; (2) innovation efficient. Mr. Hoekstra of VDM-woningen goes for sustainable pre-fab 3D building Cradle to Cradle in the building sector. driven leadership; (3) proper culture and teamwork; (4) perfect project management; blocks for an easy (dis)assembly of houses on the building site. Mr. Wessels of www. 132 133 Case Study Book Inspired by Cradle to Cradle® Case Study Book Inspired by Cradle to Cradle® (5) agreement on financial and human resources; (6) effective and flexible process to like prefer supplier for the government lead to free publicity; generate ideas; (7) interaction with consumers, customers and supply chain partners. The interviews lead to one extra factor and that is (8) awareness of third parties about b. Initiate commercial Cradle to Cradle advice to customers and supply chain sustainability. It goes too far for this book to explain these factors in relationship with partners Cradle to Cradle. My report can be downloaded from www.sustainablechange.nl for a comprehensive explanation (in Dutch). c. Increase the network of construction companies because it’s important to share knowledge between supply chain partners which can lead to more The results are in short: building contracts;

1. ‘Innovation driven leadership’ and ‘proper culture and teamwork’ are the d. Increase the loyalty of personnel whereby they work longer for the best factors to implement Cradle to Cradle at construction companies. This is construction company which lead to lower education and induction costs; remarkable, because Cradle to Cradle has more a technically substantive focus with the biological and technical circles, the lists of substances and the redesign e. Decrease of the sick leave, because personnel don’t work with poisonous of products, but not who and how it has to be done. The interviewees say it materials anymore; start with compassion and embracement of Cradle to Cradle by the people who f. Make the building process more effective and efficient by the use of prefab are work with it. materials and the simplification of it; 2. Cradle to Cradle has an added value on ‘clear vision and strategy’ and ‘perfect g. Stimulate to think about the way how construction companies can provide project management’. Construction companies can weigh the whole lifetime in the required building materials at the next decade. of buildings in the design- and construction plans which have an effect on the business model and internal business processes. Construction companies get Recommendations for example more maintenance and operation tasks for buildings. Furthermore they can have an environmentally and socially conscious positioning on the This research was an inventorying qualitative research. For further research I suggest market which leads to enormous exposure, be in the lead on the market and to follow a several construction companies who are implementing Cradle to Cradle image improvement. At last they can see an increase of personal loyalty, the in their business operations for a couple of years. With in-depth interviews of the speed-up of work processes and a more efficient building style. direction board, project managers and co-workers on yearly basis in combination of the realized company results, like turn over, profit and modifications in workforce 3. Cradle to Cradle has no loss of value on Coopers succes factors. Some restraints it’s possible to get a clear view about the added value of Cradle to Cradle for the should be taken into account. There is confusion on the market because many construction company. companies proclaim that they produce Cradle to Cradle, but at the end it’s ‘window dressing’ only. Besides Cradle to Cradle has a non-negligible impact on I don’t recommend a quantitative research, because Cradle to Cradle is just at the business operations. beginning in the construction market. Some say the Cradle to Cradle hype has blown over. It’s for sure that there aren’t enough market data available to do a sound 4. Cradle to Cradle has competitive advantages, namely: Cradle to Cradle can... quantitative research.

a. Give an impulse at the marketing orientation of a construction company, The market for Cradle to Cradle is developing still. During my research many 134 135 Case Study Book Inspired by Cradle to Cradle® Case Study Book Inspired by Cradle to Cradle® companies lift on the popularity of Cradle to Cradle. They all say that they produce HOW DOES THE CRADLE TO CRADLE METHODOLOGY ABSTRACT Cradle to Cradle products, but at the end they are not sound in the faith. This leads to CONTRIBUTE TO THE COMPANY’S FOR-PROFIT GOALS? indistinctness about Cradle to Cradle on the market. This works to the disadvantage This thesis aims to gain insight in the relationship between the Cradle to Cradle of Cradle to Cradle. Important is to conduct the discussion about Cradle to Cradle concept, financial performance and firm characteristics such as business strategy, purely and inform the market. I suggest that all knowledge about Cradle to Cradle organizational structure and stakeholders. This is done by an extensive literature needs to be shared publicly. That really helps companies to implement Cradle to Koster aimed to solve his puzzle in the building sector research and interviews with companies that have experience with Cradle to Cradle. Name: David Zwaans Msc (2009) Cradle in their business operations. Here is a main task for universities, knowledge using the C2C approach. He aimed to make the existing The interviews serve as explorative research, they provide additional information to the literature study. institutions and industry associations. buildings more sustainable, focussing on the problem Supervisors: Dr. Mr. H.J. Bremmers The crisis in the construction market did cool down the hype of Cradle to Cradle. of empty office buildings, the risks and blockages Cradle to Cradle is a relatively new concept, aiming at the elimination of waste, The Cradle to Cradle Product Innovation Institute issues 105 certificates for building to be really innovative, and the increasing prices of Prof. Dr. S.W.F. Omta by designing products and production processes in such a way that all materials materials in 2012 and 80 in 2011 worldwide. The amount did increase but the growth building materials. He illustrates how C2C can give used in production can be recycled, without loss of quality, in either a biological decreases comparing with previous years. It’s now to all who have Cradle to Cradle or technological life-cycle. The Cradle to Cradle concept claims to focus on construction companies competitive advantages by near to their heart to prove Cradle to Cradle in not a hype and it can really remake Background info: environmental, financial and social goals. The theory of Miles and Snow is used to the way we make things. the use of Cooper’s success factors of innovation. classify the strategy of the organization; Mintzberg is used for the structure of the organization. The main distinction that is made is between firms with a ‘defender’- A challenge he faced was the difficulty of certifying This thesis is conducted as part of my study MME, Master of Management, type strategy, often found in machine bureaucracies, who will focus on cost-savings, REFERENCES a building to the C2C norms. He recommended to Economics and Consumer studies, specialization management. In my BSc I had a and firms with a ‘prospector’-type of strategy and organic structure, which will focus certify the construction companies who work with lot of courses concerning CSR, although this was merely focused on ethics, HRM on differentiation and revenues through an improved image. Braungart, M, McDonough, W; Cradle to Cradle, Remaking the way we make things; Vintage Books, London, 2009. a C2C procedure and build as C2C as possible. So, and the social consequences of business. When I started my MSc. in Wageningen, The interviews give an impression of the way in which Cradle to Cradle is adopted a construction company can distinguish from his I was confronted with the impact of business on the environment. While I followed in companies in the Netherlands. There is no data available about the financial competitors and the company can incorporate C2C a course about environmental management, I heard about Cradle to Cradle. I read consequences of Cradle to Cradle yet, but with use of the literature study and prior LINK research on the relation between existing environmental care systems and financial fully with less risk. the book of McDonough and Braungart, watched the ‘Tegenlicht’-documentary performance it is concluded that Cradle to Cradle can have a positive influence on the http://www.sustainable-change.nl/downloads_en_links about Cradle to Cradle and realized the potential of a concept that combined firm’s financial performance, both via cost-savings and increased revenues because Further readings student theses e.g.: Jaramillo, 2013; environmental and financial goals. of the firm’s image. Cradle to Cradle can assist in both cost-savings and differentiation, van Schaik, 2010; and related publications e.g.: De although the success of implementation is dependent on multiple aspects, such as Pauw, et al., 2015; Mulhall, Braungart, & Hansen, organizational structure and strategy. A firm with a prospector-strategy, an organic University: Wageningen University and Research centre 2013b; Braungart, Mulhall, 2010. structure and an dynamic, innovative and flexible characterization will be more likely to adopt the Cradle to Cradle concept, and will be more likely to benefit from early- Faculty: Management, economics and consumer studies adopter advantages. Master: Management Studies

136 137 Case Study Book Inspired by Cradle to Cradle® Case Study Book Inspired by Cradle to Cradle® THE PUZZLE Motivation in C2C.

This thesis aims to gain insight in the relationship between the Cradle to Cradle At the Wageningen UR many students are quite aware of the environmental problems Results concept, financial performance and firm characteristics such as business strategy, we have to face. However, as a student in business studies, I felt quite a distance Bio-sphere organizational structure and stakeholders. The puzzle is how C2C can contribute to between their ideas about how to change the world and the real corporate world as Combining the results from the literature study, it shows that there are two types the financial performance of companies. I knew it. My motivation was found in combining the convictions of environmental Techno-sphere of firms in which C2C could fit. The first type has a prospector strategy, an organic awareness with the commercial oriented knowledge of my study. Material management organizational structure, flexible and innovative processes and an aim on financial performance through increased image. In figure 2a this type of firm is represented. Waste = Food Characteristics of these types of firms are innovativeness, decentralization and APPROACH flexibility. Many of the companies that participated in the interviews fit inthese Use Solar Power characteristics. I tried to combine qualitative and quantitative research. Because of the fact that there was very little known about the effect of C2C on the company’s performance Celebrate diversity Literature study and interviews showed that C2C can contribute to the firm’s financial in the long term, it was quite hard to gather quantitative data. Therefore the main (bio-, conceptual- and cultural- diversity) performance via increased revenues because of an increased image of the firm and accent was on literature study, in which I focused on prior research on the effect of via cost-savings because of the more effective use of materials, recycling, energy and other environmental concepts on the profit, and compared it with aspects of C2C. Design for disassembly water, and because of the lower costs for waste treatment.

Besides the extensive literature study I conducted interviews with companies that In both cases it is necessary that the firm knows how to use these possibilities. The already had (some) experience with C2C. firm needs to know how to make use of their increased image. This requires a strong marketing department and a flexible organization. Cost-savings can be obtained The challenges while working with Cradle to Cradle when the firm has an innovative culture and the technological abilities to redesign CRADLE TO CRADLE Because C2C was quite new, there was no data or experience available about the their production process. Therefore, a strong R&D department and technocratic and effects on profit and/or the company on the long term. supporting staff are needed. In order to receive cost-savings through recycling, a Environmentalists pointed the finger at people who go in the economic flow. It was strong collaboration within the chain is necessary. In my opinion, C2C is the only environmental concept with a clear focus on the profit maximisation, because it is not ‘against’ consumption. Especially the triple top line, Time-frame SOLVING THE PUZZLE as mentioned in the book of McDonough and Braungart, were very interesting. LINK It took more time than expected, due to the lack of data, changes in the research topic I combined prior research on the effect of environmental concepts on the company’s The effect of working with Cradle to Cradle (what aspects of the organisation would be included) and personal circumstances. profit with studies on C2C. http://library.wur.nl/WebQuery/groenekennis/1907991 During my research I found that C2C effect so many areas of the organisation, that I Global societal challenges or trends changed the scope of my thesis several times. Lessons learned How to convince companies, with commercial for-profit goals, to consider a I learned that it is very likely that C2C has a positive effect on the (mid)long term sustainable concept as C2C. profit because of cost savings. On the short term a positive effect on the profit is possible when the marketing is focussed on the frontrunner position of the company

138 139 Case Study Book Inspired by Cradle to Cradle® Case Study Book Inspired by Cradle to Cradle® POTENTIAL CONSUMERS OF CRADLE TO CRADLE PRODUCTS ABSTRACT – PERCEIVED CONSUMER VALUE ASPECTS AND THEIR ASSOCIATION TO THE PURCHASE INTENTION This study introduces the Cradle to Cradle concept into the business academic community. The current sustainability challenges are mainly addressed with the Zwaans aimed to gain insights in the relationship eco-efficiency solutions. Cradle to Cradle shows an alternative point of view. The between the C2C concept, financial performance Name: Julija Babre (2013) concept is increasing in its importance and more companies are embracing it, more and firm characteristics such as business strategy, Cradle to Cradle products are entering the market, implying that a new consumer Supervisors: Dr. Y. M.van Everdingen group is emerging. The purpose of this research was to explore how the perceived organizational structure and stakeholders. He functional, social, hedonic, altruistic value and price of the Cradle to Cradle product conducted an extensive literature review and interviews D. M. P. E. den Held are associated with the purchase intention. with companies that had experience with C2C to find The research follows a mixed combining qualitative, quantitative how C2C can contribute to the financial performance methods and an experiment. The data is collected amongst the Dutch students by Background info: of companies. the means of a self-administered questionnaire. The results show that currently the awareness of Cradle to Cradle is low but has the potential to increase its importance A challenge he faced while working with the C2C I am an ambitious recent master degree graduate with academic background in in the future. The perceived functional hedonic and altruistic values are positively concept was that C2C effected so many areas of the international business and management. I aspire to participate in the shaping of associated with the purchase intention. There is not sufficient evidence to claim organisation, that he changed the scope of his thesis a more sustainable future through valuable innovation. Therefore, I have found that perceived social value and price are associated with the purchase intention. The research also provides academic and managerial implications. Suggestions for several times, combined with the novelty of the concept innovation, creativity and environmental sustainability being the most interesting further research are presented. which limited the available data. and inspiring topics for me personally as well as for the choice of my professional career. Keywords: Eco-efficiency, Eco-effectiveness, Cradle to Cradle, Consumer perceived He, he found that C2C can contribute to the firm’s value, Functional value, Social value, Hedonic value, Altruistic value, Price, Purchase financial performance via increased revenues because intention University: Rotterdam School of Management, Erasmus University, The of an increased image of the firm and via cost-savings. Netherlands Further readings student theses e.g.: Babre, 2014; Faculty: Business Administration Ünal, 2013; Iosif-Lazar, 2012; and related publications Department: Department of Marketing Management e.g.: Lovins, et al., 2014; Ellen MacArthur Foundation & McKinsey & Company, 2014; Hupperts, et al., 2011. Master: International Management/CEMS

140 141 Case Study Book Inspired by Cradle to Cradle® Case Study Book Inspired by Cradle to Cradle® THE PUZZLE The research question of the study is: Cradle to Cradle to be a very interesting and inspirational topics researched by a group of very motivated people in Rotterdam School of Management, which inspired A decade ago a new concept, the Cradle to Cradle Design or eco-effectiveness How is perceived functional, social, hedonic, altruistic value and price of the Cradle to me to take upon the challenge of pursuing it as my master thesis topic. Bio-sphere (McDonough & Braungart, 2002a&b, 2013) emerged. According to this framework, Cradle product associated with the purchase intention? it is possible to address the current and avoid the future environmental and societal Techno-sphere challenges by doing good and leaving a positive impact on the environment. Thus, Time-frame APPROACH Cradle to Cradle is an alternative point of view challenging the eco-efficiency Material management The research was started in September 2013 and was finalized in March 2014. It The topics of eco-efficiency, eco-effectiveness, consumer perceived value and principles (Schmidheiny, 1992). Several multinational as well as smaller companies Waste = Food have embraced the Cradle to Cradle principles in their actions already (MBDC, 2013). was started with a general interest in the topic and its emerging importance. By purchase intention were examined in order to successfully fulfil the purpose of this Thus, a new way of doing business and a new consumer groups is emerging, whose December 2013 all the necessary data was collected and the conclusions could be study. Firstly, an extensive literature study was conducted and a theoretical model was Use Solar Power values and needs should be understood. To my best knowledge Cradle to Cradle and drafted. This can be perceived as the most important breakthrough of the research created. Secondly, during the data collection and data analysis phase, this research its potential consumer related academic research has not been carried out in the process. followed a mixed research design combining qualitative, quantitative methods and Celebrate diversity

context of business or marketing. Therefore, this study aims to fill the literature gap. an experiment to test the hypothesis. A total of 103 Dutch students participated in (bio-, conceptual- and cultural- diversity) Global societal challenges or trends this study by means of a self-administered questionnaire. Thirdly, statistical analysis (multiple regression) were performed in SPSS Software programme to test the Design for disassembly The problem and the identified literature gap are related to several trends. Firstly, hypothesis. in the context of business, companies are increasingly paying attention to corporate social responsibility issues and are taking into consideration their potential role in resolving current social and environmental challenges. The ways in which companies CRADLE TO CRADLE fulfil these roles are also changing. The researcher perceives this trend to be closely The challenges while working with Cradle to Cradle related to the change in consumer’s values and needs. Thus, it is crucial for the Since Cradle to Cradle is the focal concept of this research, all the above mentioned business research community to start understanding the current consumers and concepts were incorporated into the research in one way or another. They were, During the research process the most pressing challenges were the low awareness their values. firstly, used in explaining to the participants and the audience what Cradleto level amongst consumers and the lack of business academic research on the topic. Cradle implies. Secondly, I believe that perceived consumer value aspects and their However, I hope that the conducted research has helped increasing awareness as Moreover, the author perceives the current discuss on sustainability being too association to the purchase intention are closely interlinked with the nature of all well as has made a push towards more fruitful academic discussion on the topic in focused on eco-efficiency principles. Thus, it is of high importance to challenge these Cradle to Cradle aspects. However, this is only my assumption, since this specific the context of business and marketing. principles by adding eco-effectiveness to the discussion table as well as business question is out of scope of the conducted research. academic research. The effect of working with Cradle to Cradle SOLVING THE PUZZLE Motivation As to the methodology of the research, Cradle to Cradle did not change the research Lessons learned The main motivation to pursue this challenge is rooted in my personal interested in approach. innovation, creativity, environmental sustainability and my willingness to challenge I have learned that Cradle to Cradle is a highly important, interesting and inspirational current ways of thinking. I believe it is necessary to add Cradle to Cradle principles to topic. The awareness about Cradle to Cradle and their products is currently low, the pool of business academic research, increase awareness of the concept as well however, the concept has high potential to grow and make a true impact on the way as of the emerging consumer group with its own needs and values. Lastly, I believe 142 143 Case Study Book Inspired by Cradle to Cradle® Case Study Book Inspired by Cradle to Cradle® we live, produce and consume. It has the power to change the world for the best, Furthermore, this research explores five of the dimensions and barriers related to REFERENCES most likely when in combination with other sustainability principles. the consumer value and their association to the purchase intention. The purchase intention of Cradle to Cradle products might have other possible influencing MBDC (2013). Certification Overview. McDonough Braungart Design Chemistry. Moreover, I had it confirmed that it is very important to challenge oneself with dimensions and barriers, which remain to be explored by further research. Retrieved December 14, 2013, from http://www.mbdc.com/Cradle to Cradle/Cradle regards to the general way of thinking about sustainability, dive into innovative and to Cradle-certified-program/certification-overview/ creative concepts, such as Cradle to Cradle. Given the nature of the Cradle to Cradle concept, further research should explore the Babre introduces the C2C concept into the business effect of personal traits or values in the context of consumer perceived value and/or McDonough, W., & Braungart, M. (2002a). Cradle to Cradle: remaking the way we Results purchase intention of Cradle to Cradle products. make things. New York: North Point Press. academic community, by exploring how the perceived functional, social, hedonic, altruistic value and The results show that currently the awareness of Cradle to Cradle is low but it has The scope of this research had a focus on the pre-purchase consumer perceived McDonough, W., & Braungart, M. (2002b). Design for the Triple Top Line: New Tools price of the C2C product are associated with the the potential to increase in its importance in the future. Three hypothesis were value and purchase intention. It is advised to explore the perceived value of various for Sustainable Commerce. Corporate Environmental Strategy, 9(3), 251. confirmed, namely, the perceived functional, hedonic and altruistic values are Cradle to Cradle products in the post-purchase phase. purchase intention. Babre focused on the concept of positively associated with the purchase intention. There is not sufficient evidence McDonough, W., & Braungart, M. (2013). The upcycle: beyond sustainability, eco-effectiveness and she used the C2C concepts in to claim that perceived social value and price are associated with the purchase Lastly, the considerations regarding the importance of Cradle to Cradle certification designing for abundance. New York: North Point Press. explaining to the participants and the audience what intention. were out of the scope of this research and can be an inspiration for other researchers Schmidheiny, S. (1992). Changing course: a global business perspective on C2C implied. development and the environment. Cambridge, Mass: MIT Press. RECOMMENDATIONS A challenge she faced was the low awareness level amongst consumers and the lack of business Given the specific convenience sample used in this research, it is advised for further LINK academic research on the topic. Babre listed many research to explore the generalizability of the findings across different samples, industries, business sectors and products. http://thesis.eur.nl/pub/20457 suggestion for further research to which the following suggestion can be added, as she mentioned earlier: to Moreover, it is advised to regard this research as the starting point in the development find the interlinks between perceived consumer value of consumer perceived value scales for Cradle to Cradle products. Thus, further development of consumer perceived value scales for Cradle to Cradle products is aspects and the C2C concepts. necessary. Further readings student theses e.g.: Ünal, 2013; Iosif- Given the newness of the concept, it is advised to conduct a broader purely Lazar, 2012; Zwaans, 2009; and related publications qualitative study amongst (potential) Cradle to Cradle consumers to obtain a deeper e.g.: Lovins, et al., 2014; Ellen MacArthur Foundation understanding of what shaped their behaviour and (de)motivates their purchase intention. This can be done by means on interviews with (potential) consumers, & McKinsey & Company, 2014; Hupperts, et al., 2011. producers and vendors of Cradle to Cradle products. Focus groups can also be suggested as a method to collect valuable in-depth data to further understand what shapes purchase intention and behaviour of potential Cradle-to- Cradle consumers.

144 145 Case Study Book Inspired by Cradle to Cradle® Case Study Book Inspired by Cradle to Cradle® CRADLE TO CRADLE: DRIVING CHANGE IN THE ABSTRACT THE PUZZLE affecting the modern society by drawing inspiration from nature‘s design principles BRAZILIAN GYPSUM INDUSTRY (Waste=food) and taking them one step further. In the western world hundreds The purpose of this study is to investigate the opportunities and challenges for Brazil is a country that has experienced a sustained growth and a fast development of companies are adopting Cradle to Cradle-inspired approaches for product the Brazilian gypsum industry to transition to a Cradle to Cradle approach. The in the last decade. Forty million people have been lifted out of poverty entering the development and even countries are designing policies inspired by the concepts of Name: Francesco Redolfi (2013) report provides an introductory overview of the Brazilian society, considering middle class, while significant investments have been made to improve key areas, biological and technical nutrition (Strouthuysen & le Roy, 2010). The next step is to also the cultural distance with the Netherlands, a country where Cradle-to Cradle such as infrastructure, education and healthcare. Yet, Brazil is still a country that export the model to developing countries, which must not repeat the mistakes that Supervisors: Prof. dr. Michael Braungart is a widespread approach. Next, the perception of environmental problems and needs to improve. The cost of doing business in the country is among the highest the strongest economies made in the past. Dr. Ir. Henk de Vries sustainability in Brazil is analysed, taking into account both the consumer market and in the world and several entry barriers for foreign companies hamper investments the business world. Last, the report focuses on the European and Brazilian gypsum and the transmission of know-how. In this context lies the opportunity to adopt For emerging economies, especially the BRIC nations, Cradle to Cradle is an industry as case studies, providing examples of companies that are adopting a Cradle innovative industrial and development models, learning from the mistakes that were opportunity to ‘leapfrog’ “resource-intensive and environmentally unsustainable to Cradle approach or moving the first steps towards a more sustainable gypsum made in the past by the early industrialized economies. Among the diverse industrial strategies pursued by advanced countries in an earlier era, and to accelerate the Background info: production. sectors in which Brazil is actively involved, the gypsum industry is perhaps one of creation of a new approach to economic development” (Global Green Growth the most promising ones. The country holds the world‘s largest gypsum reserve and Institute, 2012). As Brazil assumes a more prominent role on the world stage, its I decided to work on a Cradle to Cradle thesis project after a guest lecture from The aim of the case study is to identify trends and key drivers for Brazil to leapfrog to production is expected to double in the next decade. model of economic development will increasingly determine the level of global professor Michael Braungart. After the lecture I immediately wrote to Diana den more sustainable production and consumption patterns within the gypsum industry. sustainability. Held, responsible of the Cradle to Cradle chair at RSM. We had a one hour long The results identify and discuss key opportunities for Cradle to Cradle at a regional The purpose of the study is to investigate the opportunities and challenges for the and municipal level and legislative drivers, such as the National Law on Solid Waste Brazilian gypsum industry to transition to a Cradle to Cradle approach. Brazil is a country very rich in resources and minerals and it holds the world‘s largest meeting full of insights and ideas. Two days later I was on board with an idea: (PNRS). In the conclusion, challenges and points of improvements are discussed, reserve of gypsum in the world. However, due to a lack of technologies and know- create an implementation model for Cradle to Cradle in the Brazilian gypsum taking into account the structural barriers (e.g. Custo Brasil) presented throughout Time-frame how, the production has a negative impact on the environment and its capacity is industry. the chapters. highly hampered. I started working on the project in February and handed in the thesis in June, providing also a one hour long presentation during the last lecture of the Cradle to On the other hand, in the last decade the European gypsum industry made significant University: Rotterdam School of Management, Erasmus University, The Cradle course. The Core part of my work was in the months of March and April, when steps towards an effective reutilization of resources. Ambitious goals were set for Netherlands I visited Gyproc in Belgium and started to gather the information necessary for my 2020 to encourage the national companies’ transition to a more sustainable gypsum research. Even if I am quite satisfied with the final outcome the project is far from production. Faculty: Business Administration being completed. I am flying to Brazil in a couple of weeks and visit the gypsum pole Motivation Department: Department of Business society management I analyzed in my research. From that moment on I am collaborating with a University professor from Araripe to design a far reaching C2C implementation model for the I lived in Brazil in the past. This allowed me to learn the local language, but also gypsum pole. Master: Global Business and Stakeholder Management to gain an inner perspective on the Brazilian society and culture. For this reason, I decided to combine Cradle to Cradle with my passion for Brazil in order to bring Involved EPEA Brasil, Gyrproc, Kallo plant, Belgium Global societal challenges or trends a personal contribution to a real life problem. What kept me motivated during my institutes: thesis trajectory was the awareness that my work would be useful for people to In the last decades, several models and approaches have been trying to find a make an actual change, instead of being a paperwork piled up in an office shelf. solution to ensure a long lasting prosperity without compromising earth‘s resources.

The Cradle to Cradle design principles provide an answer to several problems 146 147 Case Study Book Inspired by Cradle to Cradle® Case Study Book Inspired by Cradle to Cradle® APPROACH The challenges while working with Cradle to Cradle translated in its rational and planned exploitation. In order to reduce the need for quarrying and mining, the ideal solution for gypsum is re-utilization in continuous In order to provide an answer to the research question I combined an extensive Bio-sphere The main challenge that needs to be faced is more related to the implementation of cycles, in which recycled material is returned to the wallboard manufacturer to re- document analysis with direct observation and in-depth, semi-structured interviews. the model I prepared and its feasibility in reality. On a more theoretical level one of enter the plasterboard manufacturing process. However, as recycled gypsum is not Techno-sphere the main challenge lies on how to decrease the dependency on natural gypsum and available in sufficient amount to satisfy the market demand, a balanced use of FGD Semi-structured interviews with 7 participants were conducted to complement use alternative sources. FGD gypsum, synthetic gypsum created from a coal-fired gypsum, recycled and natural gypsum will still be necessary in the future. the literature review throughout the report. Participants were selected following Material management power plant waste product, even if widely used nowadays, will not be abundant, as the guidance of Prof. Braungart and Diana den Held. In order to trace additional the targets for CO2 emissions will allow only a limited production. On top of that, Brazil is a country rich in resources but rarely innovative in regards to final products participants or informants, I used snowball sampling, a method of expanding the Waste = Food recycled gypsum, because of its long lifespan, will not be enough to compensate the and systems. On the other hand, Europe holds lower gypsum reserve but is more sample by asking one informant or participant to recommend others for interviewing Use Solar Power decreasing FGD gypsum production. advanced for industrial development and attention to and (Babbie, 1995; Crabtree & Miller, 1992). Informants have been grouped according preservation of biodiversity in the mining sites. to whether they represent companies, industry or government level and they were Celebrate diversity

chosen for this report based on meeting two of the following criteria: 1) providing (bio-, conceptual- and cultural- diversity) SOLVING THE PUZZLE The most effective way to accelerate the transition to a C2C approach is that foreign, advisory services; 2) researching, handling or producing gypsum frontrunner companies enter the market by means of pilot projects with local 3) living in Brazil 4) working with Cradle to Cradle. Design for disassembly Lessons learned produces, in order to share their know-how while gaining a better understanding of the Brazilian way of doing business. Consequently, the final list of 7 participants is made up of organizations/companies In contrast with Brazil, the Netherlands is characterized by a feminine, individualistic and people that are at the forefront of sustainability in Brazil. Their insights therefore society, with a strong sense of equality and a much simpler legal framework. The Other solutions hold clout and provide much of the basis for the results in this report. C2C implementation strategy adopted in the Netherlands will need to be changed CRADLE TO CRADLE and readapted to be successful in Brazil. The value of Cradle to Cradle as a way for An alternative solution, which can be combined to the one proposed before is a strong Four main themes were identified in the research for this project, which areof companies to stand out as the best in the field‖should be highly stressed and a much cooperation with government. Brazil the government showed a great commitment Cradle to Cradle is an innovative approach to the design of products and systems that greatest relevance concerning the implementation of Cradle to Cradle in the Brazilian closer cooperation with the government created in order to overcome bureaucracy. in regard to sustainability policies during the last decade. An example is the PNRS models industry on nature’s processes and takes them one step further to create gypsum industry: International events, such as the FIFA World Cup or the 2016 and CONAMA, which classified gypsum as a ‘completely recyclable material‘. a long-standing, overall well-being. C2C is based on the idea that industries must With the candidacy of Eduardo Campos, former president of Pernambuco, to the 1. Brazilian sustainability priorities protect the ecosystems and make them prosper, materials are seen as nutrients Olympic Games would be great opportunities for Cradle to Cradle to fit in asa presidential elections, future opportunities for a C2C approach in the gypsum pole, that are constantly disassembled to create and recreate new products in continuous way for Brazil to stand out as frontrunner on a global stage. Considering the high actively supported by the government, become very promising. A strong strategy of 2. The Government role in encouraging companies to change cycles. Uncertainty avoidance, lobbying activity needs to be stronger than in Europe, so that cooperation with the government is needed to overcome the obstacles of a complex 3. The current situation in the Araripe gypsum pole the implementation of Cradle to Cradle can be accelerated and encouraged. legal framework and accelerate the implementation of C2C by means of favorable The effect of working with Cradle to Cradle policies and regulations. 4. Gypsum companies’ policies for technology, innovation and skills. The biggest lesson I learnt here is how to structure my work better and be focused Working with Cradle to Cradle significantly changed my research approach. It on a project that, despite being far reaching and potentially limitless, still needs to be With the permission of the interviewees, each interview was recorded and a allowed me to have a much more practical orientation to the topic. My research completed and presented adequately in a limited amount of time and pages. RECOMMENDATIONS verbatim transcript created. This prevented to lose valuable data, while allowing to became very problem-solving oriented and revolved around a case study on Gyproc, double check that the interviewee‘s vision was clearly presented. the first gypsum company in the world obtaining a C2C certification of the plant in Results Waste Management in the construction sector became more and more important, Kallo (Belgium). both for government and companies, to recreate value and limit environmental In the gypsum pole of Araripe the preservation of the natural environment can be impact. In order to reach this goal, greater attention must be given in the future to 148 149 Case Study Book Inspired by Cradle to Cradle® Case Study Book Inspired by Cradle to Cradle® the correct use and installation of plasterboards, the training of the workforce and the accurate

Gypsum waste needs to be collected and stored separately when a building is dismantled, so that it will not be mixed with other organic and construction materials. This process would improve the quality of the residuals and facilitate the recycling Redolfi investigated the opportunities and challenges process. Several Brazilian municipalities created special areas (Áreas de Transbordo for the Brazilian gypsum industry in the transition e Triagem- ATT) to receive, collect, separate an ultimately resell gypsum waste and to a C2C approach. He focused on a case study of other construction materials. However, the availability of recyclable gypsum waste in the Brazilian gypsum industry aiming to identify the country should be assessed and along term strategy elaborated, considering the long lifespan of gypsum plasterboards in the construction sector. At the moment, the trends and key drivers for Brazil to leapfrog to more major challenge for future research is understanding how to implement this model sustainable production and consumption patterns on a large scale and guarantee a resource efficient approach not only in the more within the gypsum industry. developed areas, but also in the poorer ones, such as the Northeast. As highlighted in Chapter II, regional differences are very strong in Brazil. The South Eastern and The main challenge he faced were more related to Southern regions provide the biggest enabling factors for reverse logistics to occur. the implementation of his model and its feasibility Infrastructure and transport connections are the well developed and the large cluster networks of industry and research institutions facilitate research, development in reality. Combined with the challenge on how to and innovation into and effective design of products. Unfortunately these same decrease the dependency on natural gypsum and use conditions do not apply in the Northeast, where, despite the recent developments, alternative sources. An other challenge identified were there is still much to be done to catch up with the wealthier areas of Brazil. the regional differences in Brazil, especially between the Southern regions and the Northeast. REFERENCES Further readings student theses e.g.: Stouthuysen, P. Le Roy, D. (2010), Cradle to Cradle: theoretical framework, C2CN. Babre; 2014; Ünal, 2013; Zanzanaini, 2011; and related publications e.g.: De Pauw, et al., 2013; Kumar & Putnam, 2008; Braungart, Hansen, & Mulhall, 1997.

150 151 Case Study Book Inspired by Cradle to Cradle® Case Study Book Inspired by Cradle to Cradle® THE EVOLUTION OF THE CRADLE TO CRADLE MODEL ABSTRACT THE PUZZLE greening concepts. The untapped research potential for Cradle to Cradle was also IMPLEMENTATION WITHIN ORGANIZATIONS an inviting challenge. Built upon a multiple case study analysis of three companies, this research investigates With the recent ascent of Cradle to Cradle practices, more and more attention is how the Cradle to Cradle (C2C) business model is dynamically implemented in paid to the implications of the concept in design and engineering. While research Secondly, due to the nature of the concept, it was interesting to understand the Name: Lavinia-Cristina Iosif-Lazar (2012) routinised company activities. Each case company was analysed in terms ofthe into these fields has greatly improved the way C2C is viewed by the corporate world, implications of the ways in which it would affect and change business practices and approach it took in integrating the Cradle to Cradle environmental paradigm into its there is also a need for in depth analysis of the way in which these new practices are internal routines in order to contribute to the C2C development. Supervisors: Prof. Dr. Kai Hockerts operation. assimilated and applied in companies. Findings suggest that several organizational routines are involved in applying The puzzle was finding out how case companies have implemented C2C in their daily APPROACH the Cradle to Cradle principles. These routines have been grouped in Cradle to activities, what the main challenges were and how they were overcome as well as Cradle routine bundles. Throughout the C2C implementation process, evaluation, how they have affected older practices and retained new ones. In solving the puzzle, A case study research design has been applied in order to find out which operationalisation, communication, training and re-certification routines were the aim was to develop an understanding of the evolution of C2C from the moment organizational routines are involved in C2C implementation, how do they evolve and included in the bundle of routines organizations use in adapting to the new model. it entered the mind-set of company employees until it became part of their daily how are they retained. The case study approach was used as the research “proposes Background info: By analysing the findings through an evolutionary theory perspective, the bundle routine. Furthermore, it would provide a conceptual framework and a more dynamic an examination of a contemporary phenomenon in its real-life context” (Yin 2003, undergoes an evolutionary process of variation, selection, replication and retention. view for addressing such issues in future studies. Yin 1981). Inspired by Eisenhardt (1989), Eisenhardt and Graebner (2007) and Yin I have always had a passion for environmental protection and societal change, but (2003) a multiple case strategy was chosen (Eisenhardt 1989, Yin 2003, Eisenhardt, my recent studies at Copenhagen Business School have showed me the academic This research found that these evolutionary steps are intrinsically linked to the Time-frame Graebner 2007). As Yin (2003) argues, in a multiple case study “analytical conclusions routines employed at that moment. The characteristics exhibited by these routines opportunities within the field. With a background in European Economic Studies […] will be more powerful than those coming from a single case alone” (Yin 2003). are also a contributing factor to the development of the evolutionary steps leading The first step in approaching the C2C research was made towards the end of 2010. Eisenhardt and Graebner (2007) also consider multiple cases as enabling “broader and Journalism, it was a true pleasure to discover the potential of channeling that to the advancement of the whole C2C routine bundle. Research also found that After an initial analysis period, data was collected on company practices in 2011. exploration of research questions and theoretical elaboration” (Eisenhardt 1989). passion in researching the Cradle to Cradle implementation within businesses. routines dealing with re-certification by constant monitoring of own activities in Following data analysis and own observations, the final project was completed in One limitation of the multiple case strategy is the risk of the independent researcher Other than observing and influencing new practices of environmental, animal and accord with C2C principles as well as company external pressures lead to a greater 2012. retention of the newly developed routine bundle. not having the required resources and time in order to fully grasp and understand the social protection, my hobbies include hiking, martial arts, Japanese tea ceremony Global societal challenges or trends uniqueness of single cases (Yin 2003). While considering this risk, the study of the and Romanian arts and crafts. Cradle to Cradle implementation is better served by looking at multiple occurrences The thesis responds to the current trend towards circular or , waste and by examining communalities and divergent issues among different cases. The management challenges and clean energy discourse both in the practitioner and in multiple case approach also provided the diversity and variation needed to further University: Copenhagen Business School, Denmark academic worlds. Also, this thesis makes reference to the increased academic debate deepen the validity of findings. on eco-efficiency versus eco-effectiveness in dealing with present environmental and Faculty: Business Administration societal issues. A qualitative approach has been applied to this thesis as the aim is to “understand phenomena in context-specific settings” (Golafshani 2003). The results of this study Department: Centre for Corporate Social Responsibility Motivation seek to understand and extrapolate researched situations (Golafshani 2003) and provide a basis for further quantitative studies. Master: International Business and Politics There were two main reasons for embarking on a research dealing with Cradle to Cradle. Firstly, the innovative and positive view that the concept presented was In line with Eisenhardt (1989) and Strauss (1990), this thesis adopts an inductive Involved institutes: EPEA Hamburg, Cradle to Cradle Denmark a very pleasant change from the blame and shame discourse felt in most other theory building methodology (Lewis, Thornhill et al. 2009, Eisenhardt 1989, Corbin, 152 153 Case Study Book Inspired by Cradle to Cradle® Case Study Book Inspired by Cradle to Cradle® Strauss 1990, Glaser, Strauss 1965). This methodology has been preferred to a purely collection process, reference was made to all aspects of Cradle to Cradle principles. activities. The Zollo and Winter evolutionary modal (see picture) was adapted once RECOMMENDATIONS deductive approach as the research wants to better understand and explore the all the research data was analysed and information compiled. This adapted model Cradle to Cradle concept as it is perceived by the main parties involved. Also, the The effect of working with Cradle to Cradle one could say is specific to C2C implementation in companies. Also, in order to As the C2C model is being increasingly used and implemented around the world, focus of the research is to allow concepts to emerge from the themes identified in develop the C2C discourse, the main challenges faced by the employees in adopting future research should aim at understanding the way in which this implementation gathered data rather than testing of hypotheses (Lewis, Thornhill et al. 2009). The research approach was chosen in order to achieve the best results in answering C2C were observed and described. takes place, what the main results are and what challenges do companies, local the research questions. Consideration was given to the specifications of theC2C authorities and national and trans-national institutions are faced with. Also, the role concept and the way in which it could be best researched in the context of a This research will hopefully come to the aid of future companies wanting to of the latter in a C2C model establishment could be a great avenue of research. CRADLE TO CRADLE company’s dynamic environment. Rather than C2C changing the research approach, implement C2C, while at the same time develop the C2C knowledge base. The main I would argue that the research approach was chosen in such a way that the C2C propositions found once the data analysis was completed serve as a starting point in There is a bountiful plethora of studies that can also be done on how theend As the thesis was based on the implementation of the Cradle to Cradle principles in concept was best researched. viewing the main challenges in C2C implementation. consumer perceives the C2C model and C2C products. How existing and potential company organizational routines and has researched the evolution and retention of clients react to a company implementation C2C and creating a C2C product could be these routines, the C2C design paradigm was included in the project from the very The challenges while working with Cradle to Cradle Results of great interest to the involved enterprises. beginning. It has been the point of departure in addressing the research questions. The C2C ideas and concepts and the way companies include them in their daily During the thesis development, two major challenges were observed. The first one The immediate result of the research was a better understanding of the changes in Going further, the role played by C2C in product and service innovation and routines have been the focus of the entire research endeavour. was due to the relative novelty of the C2C concept. While there is a lot of academic company routines once the implementation of the C2C model has been decided. entrepreneurship might uncover new avenues for researchers within responsible work on the static, more descriptive aspect of the C2C concept, not much has been Upon data analysis, the routine evolutionary cycle has been adapted with the innovation and social entrepreneurship fields. As the case companies were C2C certified companies, the thesis dealt with all the written or researched that deals with the more dynamic business environment. This addition of external stimuli and feedback being added to the retention part of the Also, research should look into other challenges and problems faced by the C2C model C2C concepts and the manner in which they were approached. During the data made it difficult to resort to previous research in sustaining the findings. Having said routine bundle. This comes to show the impact the C2C model has had on routine implementation. Discovering the uncertainties and hesitations in C2C application that, this thesis aimed at closing that literature gap. evolution within the institution and is also a development of the evolutionary cycle. might lead to a stronger concept and a better future implementation and retention. Bio-sphere The second challenge, which is increasingly being addressed, was the difficulty in Secondly, the results also show the conditions under which variation, selection, finding business case studies in the area where the research was done. Forthis replication and retention are more likely to occur regarding the C2C routines and Techno-sphere reason, the thesis presented two cases from outside Denmark. Along the course of routine bundles. These conditions are gathered within the prepositions presented in research, one company was left out of the study as it was not advanced enough in its towards the end of the thesis, once all data has been interpreted. Material management C2C implementation. Since then, more companies have taken on the C2C paradigm and it is now easier to get access to data on good case companies. Other solutions Waste = Food While every care has been taken to ensure a clear and thorough research result, Use Solar Power SOLVING THE PUZZLE given a different research methodology or approach to the matter, different results might surface. The academic conclusions reached in this research can be generalized Celebrate diversity to include similar case studies in similar research conditions. However, given a (bio-, conceptual- and cultural- diversity) Lessons learned completely different set of case companies and a different research angle, results Design for disassembly From the very beginning, the research focused on how C2C was implemented in case may vary and other conclusions might be reached. companies. The puzzle therefore was to find out the changes such action brings to company routines and how new routines (if any) evolve once included in the firm Also, other solutions are possible if the researcher focuses his analysis on different aspects of the company activity or on different characteristics of the C2C model. 154 155 Case Study Book Inspired by Cradle to Cradle® Case Study Book Inspired by Cradle to Cradle® REFERENCES

CORBIN, J.M. and STRAUSS, A.L. (1990). Grounded theory research: Procedures, canons, and evaluative criteria. Qualitative Sociology, 13(1), pp. 3-21.

EISENHARDT, K.M. (1989). Building Theories from Case Study Research. The Academy Iosif-Lazar’s investigated how the C2C business model of Management Review, Oct., 1989, 14; Vol.14(4; 4), pp. 532; 532-550; 550. is dynamically implemented in routinised company activities. She focused on finding out how case companies EISENHARDT, K. and GRAEBNER, M. (2007). Theory Building From Cases: Opportunities and Challenges. The Academy of Management Journal ARCHIVE, 50(1), pp. 25-32. have implemented C2C in their daily activities, what the main challenges were and how they were overcome as well GOLAFSHANI, N. (2003). Understanding Reliability and Validity in Qualitative as how they have affected older practices and retained new Research. The Qualitative Report, 8(4), pp. 597-606. ones. GLASER, B.G. and STRAUSS, A.L. (1965). Discovery of Substantive Theory: A basic Strategy The aim was to develop an understanding of the evolution of C2C from the moment it entered the mind-set of company LEWIS, P., THORNHILL, A. and SAUNDERS, M. (2009). Research methods for business

students. Harlow: Financial Times / Prentice Hall. employees until it became part of their daily routine. As the case companies were C2C certified companies, the YIN, R.K. (1981). The Case Study Crisis: Some Answers. Administrative Science thesis dealt with all the C2C concepts and the manner in Quarterly, 26(1), pp.58-65. which they were approached. Challenges she faced included YIN, R.K. (2003). Case study research, design and methods. Thousand Oaks, Calif: the novelty of the concept which made it challenging to Sage Publications. implement in the dynamic business environment as well ZOLLO, M. and WINTER, S.G. (2002a). Deliberate Learning and the Evolution as the challenge to find business case studies in Denmark. of Dynamic Capabilities. Organization Science, 13(3, Knowledge, Knowing, and Organizations), pp. pp. 339-351. Further readings student theses e.g.: Babre; 2014; Ünal, 2013; and related publications e.g.: De Pauw, et al., 2015; Lovins, et al., 2014; Ellen MacArthur Foundation & LINK McKinsey & Company, 2014; Hupperts, et al., 2011. http://studenttheses.cbs.dk/handle/10417/3148

156 157 Case Study Book Inspired by Cradle to Cradle® Case Study Book Inspired by Cradle to Cradle® ADDRESSING RISK GOVERNANCE DEFICITS THROUGH ABSTRACT THE PUZZLE mitigation technologies, investment in developing manufacturing in space, and other SCENARIO MODELING PRACTICES challenging development problems. In a world of inevitable regret, those governing risk must build practices that Distributed risk governance is a sub-domain of risk governance activities when withstand the vicissitudes of actual events by demonstrating that reasonable the underlying risk is either not localized or not yet known to be localized. When Motivation Name: John Benjamin Cassel (2010) efforts had been and will continue to be taken despite those harms. However, what instituting a policy, whether regulating an activity, creating risk-sharing initiatives is reasonable depends on one’s worldview, and so not giving different worldviews (such as moving an activity into insurability), or prohibiting a particular activity, one It had always been a mystery to me how projects and careers appropriately begin, or Supervisors: Dr. P. Jones appropriate consideration leads to deficits in the quality of risk governance. This simultaneously affects broad regions and multiple industries. Further, those subject in other words if values had ever informed the kinds of goals one would take on well. This is what brought me to study with designers. When seeing how designers worked Mr. W. Derzko project developed foresight methods for eliciting, discovering, representing, and to the results of these broad actions will often interact with those not subject to them modelling scenarios which capture the counterfactual forests created by disparate (for example, manufacturers in other nations are not subject to the same body of at OCADU, it was clear that they were making certain decisions about their processes worldviews. These methods employ structural differences between objective environmental regulations). Unlike the construction of a given facility, it is presumed that were very well informed by tacit knowledge and could reach very appropriate and subjective relations toward physical events to delineate the actual points of our interaction with stakeholders is limited to a sample, and thus educational solutions. However, the problem that designers face when explaining them is that contention, while maintaining neutrality by remaining strictly grounded in the input and participatory initiatives cannot have any substantial coverage except at great the full rationale for what they are doing hasn’t been found yet. I wanted to find an of the stakeholders themselves. These methods respect how people frame causal cost. Therefore, anticipating and accommodating the initial reaction to proposals analytical content to their open-minded discovery processes that should why their Background info: information psychologically, avoiding biases known to affect political judgement. and is critical to informing early design stages of distributed risk method was appropriate to even very severe problems. John works with Wolfram|Alpha where he maintains interests in real-time Overall, these methods serve as a reminder that how we ask designs how we think. governance. This project looked at creating a method appropriate to this initial discovery. discovery, planning, and knowledge-representation problems in risk governance APPROACH and engineering design. In addition to a Master of Design from OCADU, John holds Time-frame Overall, the methodological approach was to develop a layer of domain-general a degree in Computer Science from UIUC. This work started in a 2010 class project which looked into carbon air capture inductive constraints. Design methods are completely general and open-ended, technology, when the problem “How might carbon air capture technology become while particular risk governance issues need to be sure very specific matters are addressed. The specific domain, the governance of large-scale environmental issue University: OCAD University, Toronto feasible?” became “How might carbon air capture technology become appropriate?” Two further insights followed. First, people make different situational assessments mitigation technologies, immediately implied a set of relevant subjects, including Faculty: Graduate Studies when framed causally (likelihood of y given x) instead of as discrete events (likelihood risk governance, insurance regulation, disaster law, and the assessment of political of y). Second, early projects have discovery periods which resemble conceptual judgement. What we wanted to show was domain-general discovery methods, Department: Strategic Foresight and Innovation discovery periods in developmental psychology. including non-directed interviewing and grounded theory, could make useful contributions to these areas. The trick then was develop an inductive layer between them. We found fields aimed at understanding the factors we found in those Master: Strategic Foresight and Innovation Global societal challenges or trends relevant subjects, such as stakeholders and their pragmatic worldviews, including Involved institutes: Strategic Innovation Lab (sLab) This risk governance approach applies to distributed risk issues, which is to say reinforcement learning, sensemaking, and the psychology of causality. We used non- issues that are highly distributed in time, space, and context; pitting alternatives with parametric Bayesian statistics to show how a particular non-directed interviewing uncertain rewards and heavy short-term individual costs under specific regulatory technique would effectively discover these factors, and then shown that the paths frameworks against scientifically-uncertain irreversible long-term public costs that corresponding to those factors addressed known risk-governance deficits. span borders. Examples of this problem include setting up C2C manufacturing This semi-quantitative method yielded the very satisfactory result of having free processes in the same economy and society as non-C2C processes, climate change parameters from a more quantitative discipline corresponding to classic debates or 158 159 Case Study Book Inspired by Cradle to Cradle® Case Study Book Inspired by Cradle to Cradle® Risk governance is necessarily concerned with seeing through all consequences for all people, so in that way it had a great sympathy with C2C ideas of bio-sphere, techno- sphere, material management, waste=food, diversity, and design for disassembly. Of these, design for disassembly most closely echoed this particular project. Bio-sphere The effect of working with Cradle to Cradle Techno-sphere I think so, in that C2C constitutes an ideal for risk governance problems. When Material management evaluating any long-term decision that would produce a waste product, suchas Waste = Food pressurized vaults of carbon dioxide in the case of carbon air capture, there was always a view to dig further into how to make those wastes into resources. From a Use Solar Power mitigation technology standpoint, the question then becomes “How far does the C2C remediation have to be a long before we know that this decision Celebrate diversity won’t haunt us, and what’s the right investment for evaluating its feasibility?” (bio-, conceptual- and cultural- diversity) The challenges while working with Cradle to Cradle Design for disassembly Absolutely. A master’s degree focused on a theoretical development of methodology can really only open the door for empirical research. I hope that researchers looking to work with new methodologies choose to apply this work in their practice and methodological choices in qualitative disciplines, and gave great confidence in the contribute the critiques which will lead to further development. integrative power of inductive approaches.

SOLVING THE PUZZLE CRADLE TO CRADLE The solution to the puzzle was to demonstrate that the developed methodology did C2C did inform the project from fairly early on, a few years before undertaking this make precise predictive assessments and did mitigate risks (adopting assessment thesis. C2C has a very interesting relationship with decision theory, in that methods criteria from Tetlock 2005; 2007). The first was shown by an algorithm which would for evaluating the consequences for decisions have choices to make about how much produce point predictions given conditional predictions with interventions. The weight they will give to progressively far-future outcomes. A perfectly C2C system second was shown by demonstrating that the interviewing protocol would generate can always outperform a non-C2C system if the temporal horizon is long enough, as paths bringing out the considerations in which risk governance deficits hide. The it keeps accruing benefits. Overall, looking for C2C-like feedback loops can provide figure to the left shows this path structure. structural guidance to dynamic programming methods when determining the right temporal scale for analysis. Given this, C2C felt very appropriate to bridging Lessons learned quantitative and qualitative approaches. While I learned a great number of lessons from this project, let me highlight two: 160 161 Case Study Book Inspired by Cradle to Cradle® Case Study Book Inspired by Cradle to Cradle® First, it was in the course of this project I really came to understand the use of non- Finally, there is what I’ve taken to do, which is to see how the criteria of risk parametric Bayesian statistics, the statistics of reasoning about discovery processes. governance itself works or fails to work with allied fields. I myself am currently I now think that a vast amount can be done to provide quantitative guidance to the working on extending these methods into tools and processes for engineering qualitative discovery processes of design. design, which for both good and ill works from a different set of concepts, but more importantly is serving a different need. This need is that instead of guarding the In his thesis Cassel applied the C2C approach for Second, I learned about the centrality of insurance and insurance regulation in issues considerations of stakeholders, designers and engineers need to discover if there is the reason that it keeps accruing benefits when the of emerging technology development. It is a wonderful thing to have the freedom to an approach that is appropriate to the stakeholder context as efficiently as possible, temporal horizon is long enough. He developed an develop new technologies but they will never get built if their risks cannot be shared otherwise moving to a new project where there is a chance of doing something. more broadly than the participants and investors. alternative approach based on the C2C theory for his research methodology for early-stage risk governance. Results REFERENCES Cassel focussed closely on the design for disassembly This project produced a definite methodology for early-stage risk governance that Tetlock, P. (2005). Expert Political Judgment: How Good Is It? How Can We Know? concept, but risk governance is concerned with seeing could lead an institution from virtually no knowledge of the problem to well-justified Princeton University Press, Princeton, New Jersey. through all consequences for all people, so in that way risk mitigation actions. The particular tools resulting from this research include a non-directed interview protocol aimed at uncovering stakeholder worldviews, Tetlock, P. (2007). Why Foxes Are Better Forecasters Than Hedgehogs. The Long it had a great sympathy with C2C ideas of bio-sphere, a coding protocol for structuring interview results to help determine their Now Foundation, http://www.longnow.org/ seminars/02007/jan/26/ why-foxes- techno-sphere, material management, waste=food, completeness and cohesiveness, a simulation methodology for looking at the game- arebetter-forecasters-than-hedgehogs/. diversity, and design for disassembly. theoretic interactions between stakeholder preferences, and inference algorithms RECOMMENDATIONS for determining if more discovery is needed. Institutions which use the work are A challenge he faced was the focus on the theoretical applying a complete approach for risk governance. One particular virtue of this First of all, this project constructed a risk governance methodology using theoretical LINK development, and the lack of empirical research, which project is the software supporting it, a screenshot of which is shown below. and practical criteria, and needs to be applied by researchers. Even narrow trials led http://john-benjamin-cassel.com/FinalProject.pdf to substantial changes, so unquestionably the method would change given greater is suggested for further research. He recommends to Other solutions exercise. One worthwhile project is to see if causal elicitation can elide some of the focus on the need to discover approaches appropriate cognitive biases of point prediction that Tetlock’s work demonstrates. to the stakeholder context instead of guarding the I still don’t think I solved the problem with this thesis, I just kind of created a crack that ran all the way through it and maybe removed a tiny little chunk. So, yes, in the Second of all, I think that the elements of this project constitute potential raw considerations of stakeholders. sense that there are a wide variety of ways to adapt the methods developed there materials to be adapted to other methods. The coding grammar and inference to particular situations. However, in a different sense, the answer is no, in that in processes each have uses outside of the risk governance area. Further readings student theses e.g.: Zanzanaini, order to appropriately discover the information needed to address risk governance 2011; and related publications e.g.: Third, I think that the theoretical means of evaluation can be applied to other Lovins, et al., 2014; problems, one would necessarily undertake some discovery process that could be Ellen MacArthur Foundation & McKinsey & Company, critiqued by the analytical models developed in this work. information gathering methodologies. For example, there is a profound risk to trying to get representatives of all stakeholders together in a room to work out their 2014; Hupperts, et al., 2011. differences, as people naturally coordinate their responses to what others are saying, while in public life communication will not be nearly so controlled.

162 163 Case Study Book Inspired by Cradle to Cradle® Case Study Book Inspired by Cradle to Cradle® CRADLE TO CRADLE FOR INNOVATION AND QUALITY ABSTRACT THE PUZZLE The results however; are creating stimulus for further research since it is contradicting with conventional literature findings. While common impression is that; there is no This thesis aims to explore the innovation and quality approach of Cradle to Cradle With the scope of eco-efficiency, recycling is a method to change useful materials Name: Enes Ünal (2013) relationship between quality performance and sustainability, C2C Philosophy may and at the same time, examines the effects of this philosophy on product quality, into new products by reducing the energy consumption and air pollution. However, enhance the quality of the product. It is mainly due to closer relationships with the Supervisors: Prof. Dr. Cornelius Herstatt product innovation and process innovation. The holistic quality approach of Cradle almost all of the recycling practices applied today are actually ‘’downcycling’’ which suppliers and using the positively defined materials (the chemicals that has no harm, to Cradle and value based C2C innovation suggest substantial changes mainly in ends up loss of economic value and material quality. After a few times of recycling besides have positive effects on environment and human health) Prof. Dr. Christian Lüthje upstream process of value chain. Even if C2C concept is not originally designed for process, the material is not appropriate to use again and become simply waste. addressing product quality, it has observed through the cases of Herman Miller (Braungart et. al, 2007) Furthermore; C2C foster product and process innovation owing to designing from – Mirra Chair and DESSO – AirMaster that; application of Cradle to Cradle may very beginning whilst classical sustainability approaches focuses on end of pipe enhance the product quality due to redesigning and closer relationships with the As Braungart mentioned; we are doing wrong things perfectly right. Furthermore, solutions. suppliers. Therefore; in some cases, C2C gives considerable opportunities to firms to the definition of product quality is insufficient to be evaluated in environmental context. It gets stuck in the notion of cost, performance and and could Motivation Background info: improve their products’ quality. Cradle to Cradle concept functions as a main driver for innovation for business and it has found out that; C2C has strong relationships not go beyond this. with product and process innovation. However, the degree that C2C contributes By combining managerial aspects with technical knowledge, the Cradle to Cradle Moreover; eco-efficiency is a model for reducing the negative impact onthe Philosophy attracts my attention and I decided to deepen my knowledge on it. I met I am graduated from Middle East Technical University, Faculty of Architecture to product innovation is higher than that of process innovation due to product innovation is more related with upstream activities of value chain whereas process environment. The innovation approach of eco-efficiency is focusing the end of pipe Prof. Michael Braungart, the co-founder of Cradle to Cradle Philosophy, and then Department of City and . Afterwards, I decided to continue my innovation is more related with downstream activities. solutions rather than focusing on design make up my mind to write my thesis on this subject. During my thesis research, I academic life on industrial management issues, initial design and sustainability. I have chance to observe the effects of C2C on Innovation and Quality. With the scope In this context, the new approach to all those problems which is offered by C2C of my research, I had interviews with the sustainability managers of DESSO and have completed my MSc degree on Global in Hamburg needs to be tested through its effects on product quality, product innovation and Herman Miller which are called the blueprints of C2C innovation. By this time, I had Technology University and Strathclyde University-Glasgow. The research I have process innovation. In my research, I try to explore the nature of this relationship. several meetings with Prof Braungart and my supervisors. The time was not enough conducted on C2C gives me an impulse to continue my professional life on C2C for such a comprehensive study; hence I had to limit the study with 2 case studies. Time-frame related fields as well. I have started at April 2013 and the deadline was August 20th 2013. The first two APPROACH months was focused on understanding of C2C concept and at the same time quality University: Technischen Universität Hamburg-Harburg and Strathclyde and innovation concept. Then, for 1 month I have filtered C2C paradigm through A qualitative approach has been exhibited through these two case studies. As University Glasgow innovation and quality concepts. The last month of my research was the breakthrough Golafshani (2003) suggested, the purpose of this study is ‘’understanding of Faculty: Technology and Innovation Management since I start to comprehend all C2C concept with quality and innovation aspects. phenomena in context specific setting’’ and ‘’extrapolation and illumination of situations’’ to construct a basis for further quantitative researches in thisfield Department: Design, Manufacture and Engineering Management Global societal challenges or trends (Hoepfl 1997).To strengthen the reliability of the study, the Sustainability Director of DESSO and Chief Sustainability Engineer of Herman Miller is interviewed. Master: Joint European Master’s in Global Innovation Management The research shed light on the inquiry which is the connection between quality and C2C. There is not any research particularly on this field; however, the common Involved institutes: DESSO, Waalwijk, NL; Herman Miller, Michigan, US; impression of academia is designing for environment is not compatible with quality. University of Strathclyde, Glasgow, UK 164 165 Case Study Book Inspired by Cradle to Cradle® Case Study Book Inspired by Cradle to Cradle® CRADLE TO CRADLE

It has started with my visit to Prof. Braungart’s personal website. I have seen the Bio-sphere statement of him; ‘’ We don’t want sustainability, because it is not enough. We want real quality. ‘’ Then I read the book Cradle to Cradle: Remaking the Way We Make Techno-sphere Things. Finally, I have understood that, this philosophy is really worth spending effort on it and shaping the future by relying on it. Material management

I have studied the 3 principles of C2C; eliminate waste, use renewable energy and Waste = Food celebrate diversity (quality and innovation concepts as well). Use Solar Power The effect of working with Cradle to Cradle Celebrate diversity (bio-, conceptual- and cultural- diversity) It enlarges my perspective of evaluating the issues and I gain a more holistic approach. Design for disassembly The challenges while working with Cradle to Cradle

The cross-fertilization between quality and innovation at C2C firms is an issue that is hard to comment on it since there is not any empirical research published on this field. effectiveness) to the quality and innovation where the quality is based on well-being of nature and culture and innovation is initiated with values rather than metrics. By focusing on upstream activities of value chain, it aims to redesign from the beginning. SOLVING THE PUZZLE Thus, the opportunities on creating radical innovation and enhancing the product’s quality are aimed to be increased. The interviews that I have conducted with the Sustainability Director of DESSO and Herman Miller gave me insight to orientate myself and come up with a qualitative Results conclusion. The degree that C2C contributes to product innovation is higher than that of process Lessons learned innovation. In addition; C2C is a platform for continuous improvement and radical product innovation is an anticipated outcome of this process. The innovation characteristics of Eco-efficiency are mainly based on end-of-pipe solutions and one size fits all approach where the innovation is initiated with the The closer relationship with the suppliers as a requirement of C2C concept has a metrics. From the value chain perspective; the approach is related to downstream substantial effect on product quality due to the effects on the purchased item’s (production, distribution, use, disposal) processes rather than upstream (product quality. ‘’75 percent of all warranty claims were traced to poor quality of purchased design and development). Therefore, it is resulted in incremental improvements items.’’ (Juran, 1996) instead of creating novelty in products. However; C2C brings a new approach (Eco- 166 167 Case Study Book Inspired by Cradle to Cradle® Case Study Book Inspired by Cradle to Cradle® Process innovation that is triggered by C2C concept is associated with the downstream REFERENCES process. It is observed through case studies that; process innovation may influence product quality in a positive manner. Product innovation as a result of C2C concept BRAUNGART, M., MCDONOUGH, W. and BOLLINGER, A., 2007. Cradle to Cradle may also have an effect on product quality. design: creating healthy emissions – a strategy for eco-effective product and system Ünal explored the relationship between the effects of the design. Journal of Cleaner Production, 15(13-14), pp. 1337-1348. Other solutions Cradle to Cradle approach on product quality, product GOLAFSHANI, N., 2003. Understanding Reliability and Validity in Qualitative Research. innovation and process innovation. He found that Within 11 years of history of C2C concept, it is applied in more than 150 firms and The Qualitative Report, 8(4), pp. 597-606. the eco-effectiveness approach changed the traditional 450 products. The survey might have been conducted with all C2C companies would give more reliable and proper solutions. That’s why I am willing to continue further HOEPFL, M. C., 1997. Choosing qualitative research: A primer for technology sustainability approaches (based on metrics and research on the same field more comprehensively. education researchers. Journal of Technology Education, 9(1), 47-63. end-of-pipe solutions) into a focus on quality and innovation at the beginning of the design process. JURAN, J.M., 1996. Juran’s Quality Handbook, McGraw-Hill, New York, NY, 5th Herewith C2C results in more radical innovations RECOMMENDATIONS Edition, pp. 588-597 then the incremental improvements based on eco- The relationship between quality and innovation in C2C Philosophy is one ofthe YIN, R.K., 2009. Case Study Research. Design and Methods Sage Publications, efficiency. areas that is not studied before and further researches should be done in this area Thousand Oaks, 4th ed. 2009, pp. 240 for clarifying the effects of C2C on firms performance. The recommendations for further research are to extend this research to more, or all, firms that design and produce C2C products. This can contribute to a more comprehensive understanding of the relationship between quality and innovation in the C2C approach.

Further readings student theses e.g.: Babre; 2014; Iosif-Lazar, 2012; Zanzanaini, 2011; Zwaans, 2009; and related publications e.g.: Lovins, et al., 2014; Ellen MacArthur Foundation & McKinsey & Company, 2014; Hupperts, et al., 2011; De Pauw, et al., 2013.

168 169 Case Study Book Inspired by Cradle to Cradle® Case Study Book Inspired by Cradle to Cradle® 7. SOCIAL SCIENCES

“I was very inspired by the Cradle to Cradle book, and it is an idea that I would really like to see work.” (Zanzanaini, 2011)

“What motivated me to start this research is a strong conviction that we have to re-design and re-think our behaviour on this planet.” (Vaane, 2009)

170 171 Case Study Book Inspired by Cradle to Cradle® Case Study Book Inspired by Cradle to Cradle® EXPLORING THE DYNAMICS OF CRADLE TO CRADLE ABSTRACT Time-frame

This paper analyses the current practices of Cradle to Cradle and its potential as The thesis process took approximately 4-5 months. There were several points of Bio-sphere Name: Camilla Zanzanaini (2011) a strong instance of . Cradle to Cradle is a biomimetic realization, such as when I drew out a diagram of a Cradle to Cradle value chain and realized that the ‘cradle’ can never be a fully ‘closed’ due to what is known as Techno-sphere Supervisors: Dr. Murat Arsel approach that concerns itself with designing better production processes upstream that respect the environment by ensuring a healthy use of materials and by creating metabolic rift (materials are never returned to the original source). The interviews closed material loops to reduce resource consumption. It strives to eliminate the with those applying Cradle to Cradle principles also helped give an overview of the Material management concept of waste through waste=food practices, i.e. designing products and materials more repetitive obstacles. Waste = Food with the intention for them to be used as raw material after consumption either for Global societal challenges or trends the biological or technical cycle. The potential for Cradle to Cradle to create greater Use Solar Power structural transformation however, is impeded by a series of social, political and Waste, natural resource management, sustainable production, environmental economic factors throughout its implementation. These are highlighted via a case Celebrate diversity Background info: damage, the increase of planned obsolescence. study of Steelcase, a furniture company and designer of work spaces. The analysis (bio-, conceptual- and cultural- diversity) takes us through its everyday obstacles to applying Cradle to Cradle as well as a Motivation deeper look into current characteristics of the approach that might assist or impede Design for disassembly I have a Masters in Development Studies, specializing in Environment and its development as strong Ecological Modernization. I was very inspired by the Cradle to Cradle book, and it is an idea that I would really Sustainable Development; Bachelor of Design (); and an like to see work. In other words, I believe in Cradle to Cradle type thinking. But so far Keywords it has failed to move beyond a few limited examples, and I wanted to understand why interests in environmental issues, development, and making things. CRADLE TO CRADLE Biomimicry, Certification, Cradle to Cradle, Closed loops, Eco-design, Ecological and whether a better understanding of its obstacles could help overcome them, and help mainstream Cradle to Cradle. modernization, Extended Producer Responsibility, Industrial ecology, Life cycle The effect of working with Cradle to Cradle University: Erasmus University of Rotterdam, the Netherlands analysis, Steelcase, Material chemistry, Networks, Recycling, Service economy, Supply chains, Sustainable development, Waste, Waste=Food. My thesis was more an analysis of C2C rather than use it for research. Faculty: Institute of Social Studies APPROACH The challenges while working with Cradle to Cradle The largest part of the research was done through reading relevant materials: Department: Development Studies THE PUZZLE the Cradle to Cradle book, journal articles around similar topics such as circular The cross-fertilization between quality and innovation at C2C firms is an issue that Master: Environment & Sustainable Development I wanted to see why Cradle to Cradle hasn’t been picked up more than it could have economy, industrial ecology and other publications. An in-depth study of the Cradle is hard to comment on it since there is not any empirical research published on this been since the release of the book. What are the greatest obstacles that come to to Cradle certification system, and more research of actual examples and companies field. play when an organization, business or government wants to implement Cradle to that have adopted Cradle to Cradle principles. I also interviewed several companies, Cradle principles. The idea is great, but how feasible is it in practice, and what would including Steelcase, as well as academics and other actors involved in applying C2C require that change to happen? As my Masters programme was one in the field of to their business. I also attended the Cradle to Cradle Festival in Berlin and spoke SOLVING THE PUZZLE social sciences, I was interested in looking at this ‘puzzle’ from a socio-political lens. with McDonough and other attendees. My supervisor was also involved in guiding my research question and giving advice from time to time. There is no real solution to my ‘puzzle’, but my research methodology was a start to better understanding what the socio-political challenges are when it comes to trying to implement Cradle to Cradle. 172 173 Case Study Book Inspired by Cradle to Cradle® Case Study Book Inspired by Cradle to Cradle® Lessons learned

Looking deeper into the Cradle to Cradle process highlighted many other similar methods practiced by industrial ecology, and the need to look towards older examples that we can already learn from. I also learned that Cradle to Cradle certification Zanzanaini analysed the current practices of was probably not the best direction to go, and can be misleading to those who do C2C to draw lessons for creating greater structural not know the details. The Netherlands was an appropriate place to study Cradle to transformation. This implies a series of social, political Cradle, since there are many examples of companies trying to go in that direction. and economic factors throughout its implementation. She highlighted this via a case study that takes us Results through the everyday obstacles of applying C2C as An important result from the paper, is that it details many of the social and political well as a deeper look into current characteristics of the issues that have to be taken into consideration if a company or government really approach that might assist or impede its development wants to implement Cradle to Cradle. The technical part is comparatively easy, but for Cradle to Cradle to really work, a drastic renovation of the current production as strong Ecological Modernization. system is required, involving actors and sectors all along the value chain. The Netherlands has shown the most cases of success because the whole production Her research reveals the social and political issues that industry is moving in a similar direction, but will only achieve baby steps until more have to be taken into consideration when a company sectors, scales and governments are involved. The paper also highlighted that even or government really wants to implement C2C as though Cradle to Cradle is a desired production system, the material life cycle can never be closed for many materials, as they are not returned to their original source, opposed to of the technical part, which as Zanzanaini it is only hoped that natural resource sourcing can be diminished through upcycling. states, is comparatively easy. A drastic renovation of This is not explicit in most Cradle to Cradle communication. the current production system is required, involving actors and sectors all along the value chain. RECOMMENDATIONS Further readings student theses e.g.: Babre; 2014; Further research that looks at overcoming these socio-political obstacles could be extremely valuable. I would recommend looking at more success stories, but also Redolfi, 2013; Ünal, 2013; Cassel, 2010; and related case studies that were limited in success or even failed, in order to develop future publications e.g.: Lovins, et al., 2014; Ellen MacArthur customized strategies. I would also be curious to see research that looks towards more Foundation & McKinsey & Company, 2014; De Pauw, low-tech Cradle to Cradle options for those without access to higher technologies, or et al.,2014; De Pauw, et al., 2013; Hupperts, et al., for more developing country contexts, especially considering that many of the most booming and polluting industries are located in growing economies in Asia, Africa 2011; Braungart, Hansen, & Mulhall, 1997. and Latin America.

174 175 Case Study Book Inspired by Cradle to Cradle® Case Study Book Inspired by Cradle to Cradle® CRADLE TO CRADLE IN THE NORTH-LIMBURG REGION, A ABSTRACT The core of the problem lies within the little knowledge of Cradle to Cradle innovation on the area of Cradle to Cradle they keep the region attractive. Therefore REALISTIC MODEL FOR DEVELOPMENT IN THEORY AND concept that the companies in the region have. It is mainly experienced as “casual they hope to attract young professionals and entrepreneurs. This will bring work and The municipality of Venlo adopted the Cradle to Cradle principles to be the driving sustainability”, while Cradle to Cradle is a mindset that goes beyond this. Making workers to the region so that (economic) growth is achieved and a possible decline PRACTICE? force for regional development. Because the philosophy of Cradle to Cradle is such a transitions where structural change of thinking and acting is asked for takes is prevented. relatively new and comes with some clear directives, the question of this research RESEARCH ON THE OPERATIONALIZATION AND THE SUPPORT OF time and must be guided carefully. raised; how realistic is it to use the Cradle to Cradle philosophy to stimulate and Motivation THE CRADLE TO CRADLE CONCEPT AS THE BASIS OF REGIONAL realize regional development? Given the supportive base that exists among businesses, universities and governments DEVELOPMENT for the anchoring of Cradle to Cradle in the region, it seems that the development is What motivated me to start this research is a strong conviction that we have to re- It can be concluded that the regional development strategy is realistic in theory. heading to the right direction. So there is a good basis for regional development, it design and re-think our behaviour on this planet. Because scientific research on Name: Joop Vaane (2009) However, the empirical part of the research shows us three mail obstacles. now comes to good management and targeted policies. Cradle to Cradle is mostly focussed on product level, I thought it would be a good thing to look at it in a different way. It makes sense that most research is conducted Supervisors: Frans Boekema →→ Limited knowledge of Cradle to Cradle around product design. But I think that for Cradle to Cradle to be really successful, THE PUZZLE the focus must be on the philosophy in its broadest sense. Ursula Lukassen →→ Little attention to the entire chain The puzzle I had ahead of me when I started the research was to look if Cradle to The way Cradle to Cradle was used by the municipality of Venlo was interesting Dick Thesingh →→ Reluctance to invest Cradle could be the driving force for regional development. Because government because the focus laid not on products but on regional development. For me this policy can be written in a way to get more support and possibly some subsidy, I was the perfect opportunity to get a closer look. wanted to overlook the situation from different perspectives. Basically I tried to look Background info: if the theoretical pieces of the puzzle would fit into the practical piece. APPROACH My dream is to be part of a world shifting to an approach where recourses are not Time-frame To keep a clear framework for the research I decided to use two methodologies to destined to become next generations trash, but will be valued for what they are; The research took me roughly about one year. When I started my research we agreed approach the problem. These were a theoretical and a empirical approach. recourses. to a realistic approach after two months because a year is not much to do research. It Theoretical approach took me three months to finish the framework. After this it took me seven months to University: Radboud University Nijmegen, The Netherlands do all the interviews and the theoretical study. Comparing these studies and getting The theoretical approach provided the principles relating to the various phenomena to the conclusions of the research finally took me two months. that serve as the foundation of the research. The various theoretical insights that Faculty: Nijmegen School of Management formed the foundation of this research are the following: Global societal challenges or trends →→ Regional growth and development Department: A major trend involved in this research is that the population in the more rural areas is declining. Economic growth and future development of these areas is therefore Master: Economic Geography →→ The Cradle to Cradle philosophy threatened. Because this trend is often seen as a problem the government policy of these regions is focussed to counter this trend. Involved institutes: Municipality of Venlo, Venlo, The Netherlands →→ Policy Documentation and ambitions In the North Limburg region the idea is by making the region a breeding place for 176 177 Case Study Book Inspired by Cradle to Cradle® Case Study Book Inspired by Cradle to Cradle® Empirical approach Because the research I did wasn’t focussed on product design, all of these concepts above were used in the research. Without one of these it’s not the full Cradle to Besides theoretical research the empirical research played a prominent role. In this Cradle philosophy. This was very important during the research that none of the part of the research knowledge was gained by examining the practice. By conducting Cradle to Cradle philosophy elements were left aside. interviews among companies in the region, it became clear what the current perception was of Cradle to Cradle. These results reflected the situation on the role The effect of working with Cradle to Cradle of Cradle to Cradle for the region. I think everything has a in a certain way its own influence. In this matter Cradle to Eventually, the empirical research was faced with the theoretical results, which lead Cradle was part of- and embedded in the research. If Cradle to Cradle was replaced to the conclusions of the study. by for instance sports. This would have meant that the municipality wanted to the region on sports. Then the approach would have been different because on this topic more research has been done in the past. On the topic of Cradle to Cradle there CRADLE TO CRADLE was very few, so to say none, research which could serve as basis.

The Cradle to Cradle design paradigm did not play any significant role, because I Therefore I had to start from scratch, what was a major challenge, a nice one of looked at how Cradle to Cradle in its broadest sense could be a motor for regional course. development. The challenges while working with Cradle to Cradle

There were no real challenges that held back the research because I was working with the Cradle to Cradle philosophy. Maybe a little one is that there was no backdrop of Bio-sphere research that has been done so far that I could use as knowledge in my case. Techno-sphere

Material management SOLVING THE PUZZLE

Waste = Food My puzzle was to find out if Cradle to Cradle could be a realistic model for regional development in the north Limburg region. To be able to get to some answers Use Solar Power I conducted research on the theory and practice. To solve the puzzle I pulled conclusions out of both parts of the research. After this is wrote the final conclusions Celebrate diversity by facing these two against each other. (bio-, conceptual- and cultural- diversity) Lessons learned Design for disassembly I learnt that fragments of the Cradle to Cradle philosophy are being adopted by a lot of companies already. On the other hand this showed that Cradle to Cradle in the 178 179 Case Study Book Inspired by Cradle to Cradle® Case Study Book Inspired by Cradle to Cradle® broadest sense is hard to achieve. Therefore it’s easy to be sceptical about Cradle to acquire full competitiveness. The fear that Cradle to Cradle will become a hype and Cradle, but all advances should be supported and appreciated. Designing a political eventually will be no more than just a lick of paint, already exists. This criticism can program around regional development studies is not that hard. I think the major be tackled by the fact that the Cradle to Cradle content has been gotten well into challenge is to really hold on to the program, trying to create real development over the policy and important steps are being taken. It is important that the ambitions time. are being implemented in the right way. When North Limburg as Cradle to Cradle Vane researched if C2C could be the driving force for top technology region fails this branding will sooner have a push than a pull effect regional development. Because government policy can Results to the region. be written in a way to get more support and possibly Concluding it appeared that the core of the problem is the lack of knowledge of Further research recommendations therefore would be to check how successful some subsidy, he wanted to overlook the situation from the Cradle to Cradle concept by the entrepreneurs in the region. It was mainly the branding strategy is on an average base by checking the regional statistics and different theoretical perspectives and how this would experienced as sustainability, while the Cradle to Cradle philosophy / mindset goes match them to the goals for regional development. This should also been done fit the practice. He focused on the totality of the C2C specifically for Cradle to Cradle. This will point what the status is of the regional beyond the current use of sustainability. approach and concepts as this fits the scale of regional policy development goals and on which topics there should be more focus. Various other obstacles can be seen as an extension of this limited knowledge of development best. Cradle to Cradle. It must be taken into account that Cradle to Cradle developments are still in their infancy. Also the companies which have a good understanding of the LINK In the region Venlo C2C was applied as a marketing concept are looking for a way to realize their ambitions. tool, which gave the region an unique position http://geography2.ruhosting.nl/masterthesis/scripties/VaaneJoop.pdf with its own specialty and thus can acquire full Making such a transition in which structural thinking and acting is asked takes time and must proceed carefully. Given the support that exists among businesses, competitiveness. universities and governments for the anchoring of Cradle to Cradle in the region, and the fact that there are Cradle to Cradle master classes organized, it seems that the Further research recommendations would be to check development is going for the right direction. how successful the branding strategy is on an average base by checking the regional statistics and match Other solutions them to the goals for regional development. Because the research is not focussed on materials or design there would probably have been other solutions when the research would have been approached from a Further readings student theses e.g.: Jongeneel, different perspective. 2009; Meeuwsen, 2009; and related publications e.g.: De Pauw, et al., 2015; Girardet & Braungart, 2012; RECOMMENDATIONS Braungart, Mulhall, 2010.

The goal is to get the North Limburg region the first Cradle to Cradle region in the world. The use of Cradle to Cradle as a marketing tool is in principle a smart move, because it will give the region a unique position with its own specialty and thus can 180 181 Case Study Book Inspired by Cradle to Cradle® Case Study Book Inspired by Cradle to Cradle® that has been used since the 1970s as a means of assessing the environmental impact Cradle to Cradle vs other related concepts of products or services. Cradle to Cradle (C2C) is an innovation framework used since 8. CLOSING REMARKS the 1990s in order to design products and services which are beneficial in economic, Cradle to Cradle has been linked by students to various other concepts e.g. continuous health and environmental terms.” (Bor, et al., 2011, p. 2). More information on this cycles, closed cycles, industrial ecology, circular economy, bio-based economy, and To conclude we would like to highlight some of the topics, issues, and discussion topic can be found in the following publications: biomimicry. In many cases these concepts are related to C2C, or C2C is related to points mentioned by the students who contributed to this publication. TheC2C these concepts. Sometimes there is a distinct difference between these concepts approach began with the focus on materials and products, but is applied in multiple Mulhall, D., Braungart, M., & Hansen, K. (2013a). Life cycle analyses. In D. Rowe (Ed.), and C2C (like the difference between LCA and C2C) and sometimes they build onto dimensions, ranging from nutrients in products, to products, buildings, business Achieving sustainability: Visions, principles, and practices (VOL. 1 ed., pp. 499-504). each other (like the circular economy builds upon the C2C concept). approaches, and urban and regional development. In other words: the scale varies. DetroiT: Macmillan Reference USA. link It ranges from local and regional to global and/or societal. The work of many of the C2C aims for a positive contribution; therefore the aim is to create more social, students in this book made a contribution to upscaling the application of the C2C Bor, A., Hansen, K., Goedkoop, M., Rivière, A., Alvarado, C., & van den Wittenboer, economic and ecological benefits. This is reflected in the C2C design principles. approach. W. (2011). Usability of life cycle assessment for cradle to cradle purposes. Utrecht: “Waste equals food”/ “Everything is a nutrient for something else” focusses on the NL Agency. link creation of these benefits in biological and technological “nutrients”, “spheres”, Social aspects “metabolisms” or “cycles”, based on renewable energy sources (“Use current solar Certification vs C2C inspired buildings and areas income”) while “Celebrating diversity”. Therefore C2C is more suited to refer to Some students mentioned that social values are sometimes underplayed in how C2C “continuous cycles” than “closed cycles”. The same holds true for the terms: “climate is communicated. This topic relates to scale and focus when applying C2C. On the Buildings and other complex products cannot be certified according to the C2C neutral”, “”, “CO2 neutral”, etc. which could be re-framed into a positive product scale, different environmental, economic and social values are created than certification standard. However, it is still possible to describe the elements ofa contribution too (e.g. “up-cycling”, “carbon positive”, “cleaning the air”, etc.). Further on the scale of a company, building, region or infrastructure project. These social building that add value and celebrate innovation and quality first by measuring and readings on the relation between C2C and related concepts: aspects were among the main drivers at the very early stage of the development then by enhancing the quality of materials, biodiversity, air, and water; using current of the C2C approach. For example in 1991, Braungart and his team were involved solar income; being deconstructable and recyclable and performing diverse practical De Pauw, I. C., Karana, E., Kandachar, P., & Poppelaars, F. (2014). Comparing in a project in Brazil, in which local citizens were took part in the design of an and life-enhancing functions for its stakeholders (Braungart & Mulhall, 2010). More biomimicry and cradle to cradle with ecodesign: A case study of student design infrastructural system. More information can be found on the website of the information can be found on the website of the Building Registry and in the following projects. Journal of Cleaner Production, 78, 174-183. link Hamburger Umwelt Institute and in the following publications: publications: Sawahata, L. (2014). Project Mainstream: Changing the shape of business (Special Braungart, M., Hansen, K., & Mulhall, D. (1997), Biomass Nutrient Recycling. Water Mulhall, D., Braungart, M., & Hansen, K. (2013b). The registry of cradle to cradle® feature: A Circular Economy, the revolution begins). RSM Outlook, Rotterdam School Environment and Technology, 9(8), 41-48. link inspired elements for building developments. Rotterdam School Of Management, of Management, Summer 2014. link (source: EPEA) Erasmus University. link InGienous Designs. (n.d.). Waste treatment by bionutrient recycling. Retrieved from: Mulhall, D., Braungart, M., & Hansen, K. (2013a). Life cycle analyses. In D. Rowe (Ed.), link Hansen, K., Braungart, M., & Mulhall, D. (2012). Resource repletion resource Achieving sustainability: Visions, principles, and practices (VOL. 1 ed., pp. 499-504). repletion , role of buildings. In R. Meyers (Ed.), (pp. 9025-9049) Springer New York. DetroiT: Macmillan Reference USA. link Life Cycle Assessment vs Cradle to Cradle doi:10.1007/978-1-4419-0851-3_420 link Braungart, M., & Mulhall, D. (2012), Point of view: Treat emissions as resources, In December 2011 the NL Agency of the Dutch Ministry of Infrastructure and the Braungart, M., & Mulhall, D. (2010). Cradle to cradle® criteria for the built Ellen MacArthur Foundation. Retrieved from link Cradle to Cradle® and C2C® are registered trademarks held by McDonough Environment published a position paper on the difference between LCA and C2C, environment. Nunspeet: Duurzaam Gebouwd. link Braungart Design Chemistry, LLC (MBDC). which they defined as follows: “Life Cycle Assessment (LCA) is a measurement tool 182 183 Case Study Book Inspired by Cradle to Cradle® Case Study Book Inspired by Cradle to Cradle® Girardet, H., & Braungart, M. (2012). Surviving the century: Facing climate chaos and World May, 62 link other global challenges Routledge. link 9. REFERENCES van Dijk, S., Tenpierik, M., & van den Dobbelsteen, A. (2014). Continuing the building’s Hansen, K., Braungart, M., & Mulhall, D. (2012). Resource repletion resource cycles: A literature review and analysis of current systems theories in comparison Bjørn, Anders; Hauschild, Michael, Zwicky. (2013). Absolute versus Relative repletion , role of buildings. In R. Meyers (Ed.), (pp. 9025-9049) Springer New York. with the theory of cradle to cradle. Resources, Conservation and Recycling, 82(0), Environmental Sustainability: What can the Cradle to Cradle and Eco-efficiency doi:10.1007/978-1-4419-0851-3_420 link 21-34. doi:http://dx.doi.org/10.1016/j.resconrec.2013.10.007link Concepts Learn from Each Other?. In: Journal of Industrial Ecology, Vol. 17, No. 2, p. 321-332. link Kumar, S., & Putnam, V. (2008). Cradle to cradle: Reverse logistics strategies and opportunities across three industry sectors. International Journal of Production Bor, A., Hansen, K., Goedkoop, M., Rivière, A., Alvarado, C., & van den Wittenboer, Economics, 115(2), 305-315. link W. (2011). Usability of life cycle assessment for cradle to cradle purposes. Utrecht: NL Agency. link Lovins, A., Braungart, M., & Ellen MacArthur Foundation. (2014). In Ellen MacArthur Foundation (Ed.), A new dynamic - effective business in a circular economy (POD Braungart, M., & Mulhall, D. (2010). Cradle to cradle® criteria for the built Edition edition ed.) Ellen MacArthur Foundation Publishing. link environment. Nunspeet: Duurzaam Gebouwd. link McDonough, W., & Braungart, M. (2002a). Design for the triple top line: New tools Braungart, M., Hansen, K., & Mulhall, D. (1997). Biomass nutrient recycling. Water for sustainable commerce. Corporate Environmental Strategy, 9(3), 251-258. link Environment and Technology, 9(8), 41-48. link McDonough, W., & Braungart, M. (2013). The upcycle: Beyond sustainability-- Braungart, M., McDonough, W., & Bollinger, A. (2007). Cradle to Cradle design: designing for abundance North Point Press. link Creating healthy emissions - a strategy for eco-effective product and system design. Journal of Cleaner Production, 15(13-14), 1337-1348. link McDonough, W., Braungart, M., Anastas, P. T., & Zimmerman, J. B. (2003). Applying the principles of green engineering to Cradle to Cradle design. Environmental Science De Pauw, I., Kandachar, P., & Karana, E. (2015). Assessing sustainability in nature- & Technology, 37(23), 434A-441A. link inspired design. International Journal of , 8(1), 5-13. link McDonough, W., & Braungart, M. (2002b). Cradle to cradle: Remaking the way we De Pauw, I. C., Karana, E., Kandachar, P., & Poppelaars, F. (2014). Comparing make things. New York: North Point Press. link biomimicry and cradle to cradle with ecodesign: A case study of student design projects. Journal of Cleaner Production, 78, 174-183. link Mulhall, D., Braungart, M., & Hansen, K. (2013a). Life cycle analyses. In D. Rowe (Ed.), Achieving sustainability: Visions, principles, and practices (VOL. 1 ed., pp. 499-504). De Pauw, I., Karana, E., & Kandachar, P. (2013). Cradle to cradle in product DetroiT: Macmillan Reference USA. link development: A case study of closed-loop design. In A. Y. C. Nee, B. Song & S. Ong (Eds.), (pp. 47-52) Springer Singapore. doi:10.1007/978-981-4451-48-2_8 link Mulhall, D., Braungart, M., & Hansen, K. (2013b). The registry of cradle to cradle® inspired elements for building developments. Rotterdam: Rotterdam School Of Ellen MacArthur Foundation, & McKinsey & Company. (2014). Towards the circular Management, Erasmus University. link economy: Accelerating the scale-up across global supply chains. Geneva: World Economic Forum. link Newcorn, D. (2003). Cradle to Cradle: The next packaging paradigm? Packaging 184 185 Case Study Book Inspired by Cradle to Cradle® Case Study Book Inspired by Cradle to Cradle® Academic Chair ‘Cradle to Cradle for Innovation and Quality’

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