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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 Commons 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 Design 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 sustainability 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 triple bottom line, 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” (Brundtland Commission, 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 FASHION 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. ENGINEERING 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. ARCHITECTURE BUILDING & PLANNING 13 Cassel, 2010: ADDRESSING RISK 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. INDUSTRIAL DESIGN 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 BIOMASS 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 BUILDING DESIGN 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, furniture, 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 sustainable development. 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 waste. 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 designers 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
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