pr. michael braungart, ten+one, bradford university november 2010

Dr. Michael Braungart

TEN + ONEEllen MacArthur Foundation

Cradle to Cradle®

CRADLE TO CRADLE® in BELGIUM

“The Belgian EU Presidency wants to promote the concept of

‘sustainable materials management’,…which covers the whole life-cycle of products

in a so-called ‘cradle-to-cradle’ approach.”

July 2010

Cradle To Grave® Design Paradigm

Environmental Disasters

Cradle To Grave : TARGET IS ZERO

•Reduction•Avoidance •Minimization•Prevention

ECO-EFFICIENCY

Loss of Topsoil

We lose 4000 – 6000 times more topsoil than we rebuild

Indoor Air-Pollution

Source: http://www.gonaturalbaby.com/blog/indoor-air-pollution/326/

Toner Dust & Indoor Air Quality

SOURCE: Hamburger Umweltinstitut e.V.

Bad Design: Chromatogram For Children‘s Toy

Off Gassing: Computerscreen

Ben

zene

Carb

on

Tetrach

lorid

e (-> so

lvent)

Pen

tanal

Meth

ane, C

hlo

roid

o- (->

solven

t)

To

luen

eH

exanal

Acetic A

cid, b

utyl ester

Octan

e

Eth

ylben

zene

Ben

zene, 1,3-/1,4-d

imeth

yl-C

yclon

hexan

on

eH

eptan

alB

enzen

e, 1,2-dim

ethyl

n-N

on

ane

Ben

zene, (m

ethyleth

yl)-H

exanal, 2-eth

yl-alp

ha-P

inen

eB

enzen

e, pro

pyl-

Ben

zene, eth

yl-meth

yl-T

rimeth

ylben

zene

Octan

alb

eta-Pin

ene

Decan

eH

eptan

e, pen

tameth

yl-1-H

exano

l, 2-ethyl

Ben

zene, m

ethyl-(m

ethyleth

yl)D

-Lim

on

ene

Ben

zene, m

ethyl-p

rop

yl-B

enzen

e, ethyl-d

imeth

yl-B

enzen

emeth

ano

l, alph

a, alph

a, dN

on

anal

Ben

zene, (m

etho

xyl-meth

ylethyl)

Un

decan

eC

ycloh

exen-o

ne, trim

ethyl

Decan

alD

od

ecane

Trid

ecane

Tertad

ecane

Co

paen

e

1H-C

yclop

rop

[e]azulen

e, 1a,2,3,4,4F

amesen

eP

hen

ol, (d

imeth

ylethyl)m

etho

xy-2,6-D

I-T-B

UT

YL

-4-ME

TH

YL

EN

E-2

Bu

tylated H

ydro

xytolu

ene

Imp

un

ity from

So

lvent

Neurotoxic at certain concentrations

Suspected carcinogen

Off Gassing: Siemens Vacuum Cleaner After 15 Minutes

58

20

Asbestos-free Brake Pads

A Solution?

Electron microscopy pictures of brake dust. O. von Uexku¨ ll and Michael Braungart et al. / Journal of Cleaner Production 13 (2005) 19–31

Are We Too Many?

“No goal is more crucial to healing the global environment, than stabilizing human population.”

Al Gore

Are We Too Many?

unwelcome to the planet?

Are THEY Too Many?

The Biomass of ANTS is 4 Times Greater Than HUMANS

ECO-EFFECTIVENESS

Cradle To Cradle® : The Goal Is QUALITY

ECO-EFFICIENCY

•Define•Increase•Support •Optimize

OPTIMAL

OPTIMIZABLE

TOLERABLE

NOT ACCEPTABLE

NOT CHARACTERIZED

IDENTIFY THE BEST: ABC-X CATEGORIZATION

Stef Kranendijk CEO

It’s a task we’re proud to undertake, for the betterment of our products, our brand,

the people and our planet.

Eco-Effective

Eco-Efficient

CLIENTS & SUPPLIERS

regard themselves as

PARTNERS, aiming for the

HIGHEST QUALITY

Cradle To Cradle®: Doing The Right Things!

DOING THE RIGHT THINGS

DOING THINGS RIGHT

TRIPLE Top Line

Cradle To Cradle® Design Paradigm

• Waste equals Food(NUTRIENTS are NUTRIENTS)

• Use Current Solar Income

• Celebrate Diversity

Biological Metabolis

m

Technical Metabolism

BiologicalNutrient

KLM - Compostable Airplane Seat Prototype

Technical Nutrient

AVEDA and METHOD: Cradle To Cradle ® Design

"The greenest house is the one that never gets

built.“

— Whit Faulconer, GreenBlue

?

BUILDINGS LIKE TREES CITIES LIKE FORESTS

BUILDINGS LIKE TREES CITIES LIKE FORESTS

Adam J oseph Lewis Center for Environmental Studies I Oberlin College, OH

Ford Rouge Center

WILLIAM McDONOUGH

Herman Miller “Green House” Factory

Eco-Effective Architecture

• More Impact• MORE

– Habitat– Biological Diversity– Clean Water– Fresh Air– Beauty– FUN!

BIONORICA: Building Like A Tree

Building: BIONORICA NEUMARKT

Windmills On Transmission Towers

For more information: www.duurzaamgebouwd.nl/bookstore

• Defining a C2C Building

• Criteria• Implementation• C2C Energy• Measuring:Intentions,Milestones & Roadmaps

C2C is POSITIVE Footprint

EPEA INTERNATIONALE UMWELTFORSCHUNG GMBHTROSTBRÜCKE 4D-20457 HAMBURGGERMANYT. +49 40 43 13 49 0F. +49 40 43 13 49 49www.epea.com

Michael Braungartbraungart@epea.com