cradle the future - joel svedlund - jci ecm 2010
DESCRIPTION
An introduction to Cradle thinking by Joel Svedlund, member of Cradlenet.se.TRANSCRIPT
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Joel SvedlundCradle thinking
Cradle the future!- What’s beyond sustainability?
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Joel SvedlundCradle thinking
What is the problem – really?
A beautiful sea creature?
photographers: David Liittschwager & Susan Middleton [email protected]
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Joel SvedlundCradle thinking
What is the problem – really?
photographers: David Liittschwager & Susan Middleton [email protected]
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Joel SvedlundCradle thinking
What is the problem – really?
photographers: David Liittschwager & Susan Middleton
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Joel SvedlundCradle thinking
Cradle-to-Grave legacy
- We are designing and marketing waste!
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Joel Svedlund
Remaking the way we make things
William McDonough Michael Braungart
Cradle thinking [email protected]
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Joel SvedlundCradle thinking
Rethink green!
Eco-efficient
Se-ries1
-100-90-80-70-60-50-40-30-20-10
0
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Joel SvedlundCradle thinking
Rethink green!
Eco-effective
Se-ries1
-100
-80
-60
-40
-20
0
20
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Joel Svedlund
Basic principles
Waste = Food
Solar Energy
Embrace Diversity
Cradle thinking [email protected]
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Joel SvedlundCradle thinking
Cradle to Cradle
LESS BAD
IS NOT GOOD!
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Joel Svedlund
Two material cycles
BiologicalNutrient
Waste in each step is nutrition to the next
Cradle thinking [email protected]
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Joel Svedlund
Two material cycles
TechnicalNutrient
Waste in each step is nutrition to the next
Cradle thinking [email protected]
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Joel Svedlund
Two material cycles
TechnicalNutrient
All waste supplies nutrition in both cycles
BiologicalNutrient
Cradle thinking [email protected]
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Joel SvedlundCradle thinking
Cradle to Cradle
LESS BAD
IS NOT GOOD!
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Joel SvedlundCradle thinking
Business opportunities
New materials
New products
Recycling chain services
Closed loop systems
Material trade exchanges
New design services
New systems knowledge
New busines models
Rental/lease models
New ”green” customer demands
Materials chemistry
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Joel SvedlundCradle thinking
Business opportunities
Gessner Climatex Lifecycle
100% biodegradable, non toxic textile
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Joel SvedlundCradle thinking
Business opportunities
Cabot Nanogel
95% air, fully recyclable silicates
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Joel SvedlundCradle thinking
Business opportunities
Herman Miller Mirra
Several technical material flows
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Joel SvedlundCradle thinking
Business opportunities
Wet Women’s Surf Wax
A biodegradable, non toxic wax
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Joel SvedlundCradle thinking
Who is needed?
Sales managers
Business developers
Production engineers
Designers
Biologists
Mechanical engineers
Chemists
Architects
Entrepreneurs
Customers and users
Material scientists
Innovators
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Joel SvedlundCradle thinking
The Power of Networking
• Cross-competence groups• With customers and users• With suppliers
• Inspired by arts and culture• Room for visionary ideas
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Joel SvedlundCradle thinking
Demand drives business
Who pays your salary?
– Customer knowledge– Customer co-development – Long-term relationships
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Joel Svedlund
Further resources
• Swedish C2C network: www.cradlenet.se
• Official C2C certifying agency: www.mbdc.com
• C2C Development agency: www.epea.com
• C2C Certification: www.c2ccertified.com
• Book: Cradle to Cradle – remaking the way we make things
• Film: Waste = Food (available at Google videos)
Cradle thinking [email protected]
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Joel Svedlund
Let’s Cradle!
Thank’s for your attention!Joel Svedlund, CradleNet.se
Cradle thinking [email protected]