Cradle-to-cradle design

Résumé du document

Faced with the increasing damage inflicted on the planet by industrial development, environmentalists have traditionally argued that we need to put a halt on economic growth. This approach has neither been realistic nor efficient. Fortunately, a new way of thinking has emerged with respect to the relationship between the economy and the environment. With the creation of the Cradle-to-Cradle design protocol, architect Bill McDonough and chemist Michael Braungart are crafting an economic model that, by mimicking natural ecosystems, will allow us to thrive while restoring, and not destroying, the planet.

Extraits

[...] Superior risk management The idea here is that the C2C protocol, by screening the materials that will go in the product in the way that we have seen above, will ensure that these materials are at a minimum harmless, and potentially positive to humans and the environment. In the aftermath of the asbestos tragedy and other environmental litigations, this is definitely a significant benefit, whose present value probably exceeds the costs of initializing the material screening. Also, as MBDC's James Ewell explains[80], companies get ahead of environmental regulations” (on toxic wastes, pollutants emissions ) and thus will not have to spend on future compliance represents a huge cost saving already. In addition, there is the goodwill that would arise from consumers and advocacy groups. [...]

[...] Short term pain vs. long term gains The most important challenge lies in the fact that C2C implementation represents a trade-off between short-term pain and long-term gains. Building up the material data base, training employees, developing material substitutes, engaging suppliers All these actions represent considerable time and money investments. The ROI on these investments are most certainly very respectable over five or ten years, but at a time when financial markets put extreme pressure on companies to deliver over shorter and shorter periods of time, this is an issue. [...]

[...] Naturally, this is more difficult at first. It takes ingenuity, intuition, and teamwork. Everything must be considered simultaneously and teased apart to reveal mutually helpful interactions.[36] Although they do not talk specifically about “whole system thinking”, Braungart and McDonough have the same notion in mind when they argue that: “Just about every process has side effects. But they can be deliberate and sustaining instead of unintended and pernicious. We can be humbled by the complexity and intelligence of nature's activity, and we can also be inspired by it to design some positive side effects to our own enterprises instead of focusing exclusively on a single end. [...]

[...] With Braungart and McDonough, let's “Consider a community of ants. As part of their daily activity, they: Safely and effectively handle their own material wastes and those of other species Grow and harvest their own food while nurturing the ecosystem of which they are a part Construct houses, farms, dumps, cemeteries, living quarters, and food- storage facilities from materials that can truly be recycled Create disinfectants and medicines that are healthy, safe, and biodegradable Maintain soil health for the entire planet. [...]

[...] HM and the environment: a firm commitment 22 i. Brief history 22 ii. Culture 23 iv. Results 24 b. Thinking about the next step: the rise of the C2C idea 25 i. Herman Miller and MBDC 25 ii. Design for Environment 26 c. Implementation of C2C 27 i. The Mirra™ chair 27 iii. [...]