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An introduction to Cradle thinking by Joel Svedlund, member of Cradlenet.se.
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Joel SvedlundCradle thinking
Cradle the future!- What’s beyond sustainability?
Joel SvedlundCradle thinking
What is the problem – really?
A beautiful sea creature?
photographers: David Liittschwager & Susan Middleton [email protected]
Joel SvedlundCradle thinking
What is the problem – really?
photographers: David Liittschwager & Susan Middleton [email protected]
Joel SvedlundCradle thinking
What is the problem – really?
photographers: David Liittschwager & Susan Middleton
Joel SvedlundCradle thinking
Cradle-to-Grave legacy
- We are designing and marketing waste!
Joel Svedlund
Remaking the way we make things
William McDonough Michael Braungart
Cradle thinking [email protected]
Joel SvedlundCradle thinking
Rethink green!
Eco-efficient
Se-ries1
-100-90-80-70-60-50-40-30-20-10
0
Joel SvedlundCradle thinking
Rethink green!
Eco-effective
Se-ries1
-100
-80
-60
-40
-20
0
20
Joel Svedlund
Basic principles
Waste = Food
Solar Energy
Embrace Diversity
Cradle thinking [email protected]
Joel SvedlundCradle thinking
Cradle to Cradle
LESS BAD
IS NOT GOOD!
Joel Svedlund
Two material cycles
BiologicalNutrient
Waste in each step is nutrition to the next
Cradle thinking [email protected]
Joel Svedlund
Two material cycles
TechnicalNutrient
Waste in each step is nutrition to the next
Cradle thinking [email protected]
Joel Svedlund
Two material cycles
TechnicalNutrient
All waste supplies nutrition in both cycles
BiologicalNutrient
Cradle thinking [email protected]
Joel SvedlundCradle thinking
Cradle to Cradle
LESS BAD
IS NOT GOOD!
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
Joel SvedlundCradle thinking
Business opportunities
Gessner Climatex Lifecycle
100% biodegradable, non toxic textile
Joel SvedlundCradle thinking
Business opportunities
Cabot Nanogel
95% air, fully recyclable silicates
Joel SvedlundCradle thinking
Business opportunities
Herman Miller Mirra
Several technical material flows
Joel SvedlundCradle thinking
Business opportunities
Wet Women’s Surf Wax
A biodegradable, non toxic wax
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
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
Joel SvedlundCradle thinking
Demand drives business
Who pays your salary?
– Customer knowledge– Customer co-development – Long-term relationships
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]
Joel Svedlund
Let’s Cradle!
Thank’s for your attention!Joel Svedlund, CradleNet.se
Cradle thinking [email protected]
