An earthship is a perfect example where different re-use models are used, including cradle-to-cradle design and permaculture. There was initially some question as to whether another suitable material could be found that would give the same product performance as PVC. The numbers in this case may be disguised. However, the bottom line was that if suppliers wanted to continue to do business with the $1.4 billion company, they would have to comply with the C2C protocol. For the 2002 book, see. The DfE team, Charon and Wing, worked with each supplier (over 200 suppliers in the first six months alone) to introduce the supplier to the DfE program, and to explain how the materials assessment process fit into the new design protocol. McDonough and Braungart explained the difference between efficiency and effectiveness: The marvelous thing about effective systems is that one wants more of them, not less. It is closely linked with passive solar design in the building industry and with permaculture in agriculture within or near urban environments. The C2C protocol was based on two premises: The characteristic design approach of the last century was “cradle to grave.” It involved digging up, cutting down, or burning natural resources—releasing toxic material into the environment in the process—to make products that became useless waste at the end of their useful lives. For nonconforming material, the DfE team worked with the supplier to find substitute inputs or a completely new material. In 2001, the company felt that enough of the C2C process had been defined with MBDC to implement the design protocol on a product from beginning to end. This structure allows the user to benefit from a great variety of designs and functions. In response to the dominant model of manufacturing which uses the cheapest goods and designed for the dump (planned obsolesce model), cradle to cradle design is a new way to think about how we make the things for our life. Two of the most basic terms in the Eco-Design field are “Cradle to Grave” and “Cradle to Cradle”. For example, in the redesign of the Ford River Rouge Complex, the planting of Sedum (stonecrop) vegetation on assembly plant roofs retains and cleanses rain water. Once the shoes have been manufactured, they are distributed to retail outlets where the customer buys the shoe at a reduced price because the customer is only paying for the use of the materials in the shoe for the period of time that they will be wearing them. Over the following 60 years, D.J. When Herman Miller adopted the zero landfill goal in 1991, the company realized that the way its products were designed generated waste in the production process that could be minimized or avoided. . In the Launch phase, the development team finalized the product while the factory ramped up. The PDF’s first page lists faculty feedback on what worked and what could be improved. This made the manufacturing line shorter and simpler, thereby allowing employees to rotate through every station, rather than only within zones as on the Aeron line. DfE Weight = Component Weight [grams] × Weight Credit, Weight Credit: The weight credit is assigned based on the material classification according to the Green-Yellow-Orange-Red list. Mat. Early tests showed that TPU had acceptable quality characteristics and might be even more scratch resistant than PVC; however, testing with production tooling at higher volumes still needed to be done. It’s a classic chicken-and-egg problem. HBS cases are developed solely as the basis for class discussion. The central design principle of eco-effectiveness is waste equals food.”15 Once a product had been designed so that, at the end of its life cycle, it could safely be returned to industry (through recycling) or nature (through biodegradation), pollution and depletion would therefore disappear, resulting in what McDonough called “virtuous closed loops,” in which industrial and natural elements were recycled over and over. When they outgrow the shoe or it is damaged, they return it to the manufacturer. Although modification of the original tool was feasible, it was unclear whether the part quality of the TPU arm pad skins would be as consistent as the PVC skins. As products improved, the threshold would be raised to reflect the next level of desired environmental sustainability. The mindset of the management and employees was reflected in the “things that matter” at Herman Miller (as described in a company document): Curiosity and Exploration, Design, A Better World, Performance, Relationships, Transparency, Engagement, Inclusiveness, and Foundations.6 Drew Schramm, one of the few seniors managers hired from the outside, noted: There is a very strong culture at Herman Miller—humility is a big part of it. Fashion Positive, an initiative to assist the fashion world in implementing the cradle-to-cradle model in five areas: material health, material reuse, renewable energy, water stewardship and social fairness. For example, a fabric factory can eliminate all harmful technical nutrients by carefully reconsidering what chemicals they use in their dyes to achieve the colours they need and attempt to do so with fewer base chemicals. DESIGN CHALLENGE 6. Shortly after, Method started working with EPEA, the Hamburg-based environmental research institute that Michael had founded, and MDBC, its U.S.-based sister firm. They asked me to join the DfE steering committee, following the precept that you should keep your enemy close to you. The project was overseen by a senior advisory team that included representatives from Advanced Projects, Engineering, Materials Research, Supply Chain Management, Environmental Health and Safety, Finance, and Marketing. Thinking from the supply-chain, 1 The cradle-to-cradle protocol was a set of environmentally friendly product development guidelines created by architect William McDonough and chemist Michael Braungart in order to create closed-loop product life cycles. The goal is for disassembly to create individual components that may have value when recycled. 9 Herman Miller website, http://www.hermanmiller.com, accessed February, 2007. achieving the company’s environmental goals. Wing eventually identified thermoplastic urethane (TPU) as a possible alternative. The design consultants from Studio 7.5 and the Herman Miller development team attended the meeting. The DfE team, however, wanted to press forward with TPU. Cradle-to-cradle design (also referred to as 2CC2, C2C, cradle 2 cradle, or regenerative design) is a biomimetic approach to the design of products and systems that models human industry on nature's processes, where materials are viewed as nutrients circulating in healthy, safe metabolisms. Definition: Cradle to grave, or from start to finish, is a business concept that describes the development of a product, business, or a productive process throughout its life cycle. When the manufacturer separates the sole from the upper parts (separating the technical and biological nutrients), the biological nutrients are returned to the natural environment while the technical nutrients can be used to create the sole of another shoe. The compression of. Cradle to Cradle design defines a framework for designing products and industrial processes that turn materials into nutrients by enabling the formation of cyclical material flow systems. How cradle to cradle design principles can be implemented into architectural construction methods and designing for the lifecycle of a building. They relate to the product life cycle from the raw materials (Cradle) to disposal (Grave). 22 The Mirra chair was positioned approximately 15%–20% below the high-end Aeron chair. 6 “Things That Matter: Incomplete Thoughts About Herman Miller,” Herman Miller internal company document. A biological nutrient was a biodegradable material posing no immediate or eventual hazard to living systems that could safely return to the environment after being used by humans. It is safe to say that every production step or resource-transformation step needs a certain amount of energy. We have been educated and trained to think linear. Operating Earnings The C2C model can be applied to almost any system in modern society: urban environments, buildings, manufacturing, social systems. The design of the building itself is based on several parameters to show a holistic approach to sustainability. Sustaining Our World Posted on November 15, 2018 by dmguion June 2, 2020 I just came across an interesting interview with Michael Braungart in which he proposes a new model for manufacture and consumption. The method uses the term 'risk' in the sense of hazard (as opposed to consequence and likelihood). Material reutilization, which is about recovery and recycling at the end of product life. As Braungart and McDonough explained: “Herman Miller’s engineers were well informed about materials performance, but had very little knowledge about the composition of those materials. to price and sell the chair, and logistical support for handling the products coming back to Herman Miller. If you come in here acting brash and looking out only for yourself, you’re not going to last. In 2002, Herman Miller, Steelcase, HNI, and Haworth had, respectively, 16%, 29%, 19%, and 13% of the $8.9 billion U.S. office furniture market. C2C is a godsend to business!20, At that time, although McDonough and Braungart had developed the conceptual framework for C2C, the details of how to implement the protocol did not exist. [32], "Cradle to Cradle" redirects here. Through innovations that included the Noguchi Table, the Eames Lounge Chair, the Action Office System, and the Aeron Chair, Herman Miller evolved into a leader of residential and office furniture and workplace design. McDonough said the new institute "will enable our protocol to become a public certification program and global standard". 20 Interview with case authors, March 26, 2006. We’re already seeing it in Europe. Retrieved from https://graduateway.com/cradle-to-cradle/, This is just a sample. Cradle to Cradle® describes the safe and potentially infinite circulation of … Stemming from the belief that revolution starts with designers, Autodesk partnered with The Cradle to Cradle Products Innovation Institute for a new kind of competition. Early in the Development phase, the manufacturing team was brought on board to create drawings for potential tooling requirements, evaluate the ease of assembly of the product, and eventually design the production line. Most of Herman Miller’s customers were S&P 1000 companies, many were multi-location, and multi-national. recycled content In 2002, Braungart and William McDonough published a book called Cradle to Cradle: Remaking the Way We Make Things, a manifesto for cradle-to-cradle design that gives specific details of how to achieve the model. Examples included raw materials transformed by industry such as metals or petrochemicals. The 50% score generally implied that materials were “yellow” or better, that for the most part the product could be disassembled into components of homogeneous material, and that a significant portion of the raw materials could be recycled. 13 William McDonough, “Green Gold, Corporate Leadership for Energy Efficiency,” Harvard Business Review, April 2006. While the C2C model has influenced the construction or redevelopment of smaller sites, several large organizations and governments have also implemented the C2C model and its ideas and concepts: The cradle-to-cradle model can be viewed as a framework that considers systems as a whole or holistically. 16 According to the EPA, in recent years, some scientists have proposed that chemicals might inadvertently be disrupting the endocrine system of humans and wildlife. [12], As of January 2008, Material ConneXion's Materials Libraries in New York, Milan, Cologne, Bangkok and Daegu, Korea started to feature C2C assessed and certified materials and, in collaboration with MBDC and EPEA, the company now offers C2C Certification, and C2C product development.[13]. 2 According to the U.N. Brundtland Commission (1987), sustainable development is defined as “development that meets the, needs of the present without compromising the ability of future generations to meet their own needs.” 3 William McDonough, co-creator of the C2C design protocol. Theoretically, they can eliminate the need for waste disposal such as landfills. Arm pads are a very noticeable part of the chair and it’s important that the part performs well. Eventually, the goal was to build a synergistic relationship with suppliers for developing common environmental goals. In 2002, as sales fell to the pre-Internet-bubble level, Herman Miller faced layoffs and cutbacks to adjust their workforce and operating level to respond to the post-bubble market correction. It served as an exhibition and vent venue as well as a spatial sculpture. Design process The Herman Miller product development process consisted of four phases: Exploration, Development, Launch, and Maintenance. J.G. Cradle-to-Cradle Underlying Principles . [citation needed], Initially defined by McDonough and Braungart, the Cradle to Cradle Products Innovation Institute's five certification criteria are:[7]. At present though, few laws are put in place in any country to oblige manufacturers to take back their products for disassembly, nor are there even such obligations for manufacturers of cradle-to-cradle products. As each team developed prototypes of their modules, the DfE team would assess the design, following the C2C protocol, for material chemistry, disassembly, and recyclability and recycled content. Communications Committee: responsible for articulating the company’s environmental actions and results to internal and external audiences. Braungart and McDonough contrasted their vision of design with traditional practice:13. What is Cradle to Cradle Manufacturing? The C2C protocol required that biological and technical nutrients be kept separate in order to avoid the creation of “monstrous hybrids,” defined as products in which biological and technical nutrients were mixed together in a way that made it infeasible to separate them at the end of the product’s life. DfE weight for The line would be connected by a conveyor that would transport the product from station to station as manufacturing associates assembled the chair from the base up. responsible design standards (currently C2C). chronic toxicants in manufacturing (including the known carcinogens vinyl chloride monomer and dioxins), and its generation of dioxins and furans when burned (including in incinerators).” ________________________________________________________________________________________________________________ Professor Deishin Lee and Lionel Bony (MBA 2006) prepared this case. 27 Interview with case authors, April 18, 2006. . Although this design change was motivated by performance criteria (i.e., breathability and comfort), the foam, a “red” material, was replaced by a copolyesther elastomer textile, a recyclable “yellow” material. 26 The National Design Awards are given by the Smithsonian’s Cooper-Hewitt, National Design Museum to honor the best in. However, one designer described the risks of replacing PVC: PVC is the perfect material for arm pads—it’s extremely durable, scratch resistant, formable, and cheap! In fact, tooling for the PVC arm pads had already been fabricated. Because of the dye, the leather could not be turned into compost and had to be landfilled or incinerated. In a three-hour training session, employees were given an overview of the C2C protocol, a detailed explanation of the DfE process (C2C as specifically implemented at Herman Miller), and a hands-on exercise for disassembling one of Herman Miller’s office chairs. + Disassembly + 21Michael Braungart and William McDonough, “The Anatomy of a Transformation, Herman Miller’s Journey ToSustainability with MBDC,” 2002, http://www.mcdonough.com/writings/anatomy_transformation.htm, accessed March 7, 2007. The Material is a technical or biological nutrient and can be recycled (or composted) within an existing commercial collection and recycling infrastructure: 100%. Examples included natural fibers such as cotton or wool. The PVC material in the arm pad of the chair was classified as a “red” material because of the toxins released during its manufacturing and disposal processes. In 1997, Herman Miller initiated a project to evaluate a number of environmental protocols that could help the company move toward environmental sustainability. Charon and Wing worked together to assess the materials used in Herman Miller products using the MBDC material screening process. DfE Weight, = 75% × Component Weight [grams] × Weight Credit (Recyclability) + 25% × Component Weight [grams] × Weight Credit (Recycled Content). Think it can evolve even further? Cradle to Cradle® is a set of design principles which was developed in the 1990s by Prof. Dr. Michael Braungart, William McDonough and EPEA Hamburg. Green = 100% Sorry, but copying text is forbidden on this website. We’re committed to quality so if we want to get rid of PVC, we had better find a material that performs at least as well. The fact that the Mirra chair was the first highly engineered product to use the C2C protocol was a golden PR opportunity for McDonough, and as a consequence, for Herman Miller. If the materials we come into contact with and are exposed to on a daily basis are not toxic and do not have long term health effects, then the health of the overall system can be better maintained. We now spend less time in material selection. use in an infinite series of product cycles. Herman Miller worked with the supplier to get rid of the cardboard, and to make the packaging returnable and reusable. For example a design of packaging needs a complementary system that makes it as easy as possible for the consumer to recycle or compost the package. (Harvard Business School Publishing, 2002). The company consistently received high marks in internal surveys on questions such as, “Are you proud to work for Herman Miller?” Because of its progressive culture, Herman Miller believed that it was able to attract and retain employees of like mindsets and to be an employer of choice. The certification is available at several levels: basic, silver, gold, platinum, with more stringent requirements at each. The development engineers and supply chain group all preferred to stick with PVC—it was an inexpensive material providing the necessary characteristics (durable, scratch resistant, soft). Similarly, the company’s purchasing agents were quite skilled at securing materials at target price levels, but had little experience assessing data on the environmental performance of product ingredients.”21. It can also be used to describe a life-long consumer. Andi Talley, Continuous Improvement team leader, observed that “With its policy of no inventory, no wasted products, and no waste of parts and time, the Toyota Production System is aligned with DfE.” Manufacturing efforts to reduce waste included returnable packaging (to the suppliers), eliminating packaging, and finding useful ways to use non-returnable packaging, thereby eliminating some other form of packaging in the factory. 2. For example, the more lightweight a car or a plane the less fuel it consumes and consequently the less impact it has. De Pree believed that Herman Miller should not be satisfied with offering innovation and good design. in transport, the use phase has the most influence on the environmental footprint. The architects and engineers involved wanted to present the life cycle of a building in a compressed form with the pavi… Later the DfE team was placed under the responsibility of Paul Murray, director of Environmental Health and Safety. The question of how to deal with the countless existing technical nutrients (synthetic materials) that cannot be recycled or reintroduced to the natural environment is dealt with in C2C design. The DfE score for the component was the sum of the three DfE weights. The company also had a significant presence in healthcare, education, and residential/consumer markets. Diecasters can use 100% recycled materials, where extruders will have a more difficult time using 100% recycled aluminum.” There were equally detailed suggestions in the other two sections. Effectiveness was achieved in product cycles when the materials used in the object could be not just recycled, but “upcycled.”14 For example, in the case of a plastic container, it meant that the container could be dissolved back to the polymer level, and the polymers could be reused as materials for high-quality applications, just as virgin plastic would be. These disassembled product can then be used for making new products or at least to have the components sent separately to recycling sites (for proper recycling, by the exact type of material). [21] The cradle-to-cradle model in some implementations is closely linked with the car-free movement, such as in the case of large-scale building projects or the construction or redevelopment of urban environments. Cradle to Cradle. exploration of the Cradle to Cradle design framework is a relevant reference point to reflect where design thinking might currently be, and is a sound basis for initiating a sustainability discussion. Now, our supplier either loses our business, or has to find another vendor who is more cooperative and cultivate that relationship, do its internal certification to qualify the vendor, and set up logistics: it’s a lot of work. [1] It is a holistic, economic, industrial and social framework that seeks to create systems that are not only efficient but also essentially waste free. Herman Miller sales grew from $25 million in 1970, when it first became a publicly traded company, to $1.5 billion in 2002 (see Exhibit 2 for financials). What if we set a precedent with our customers that we can offer PVC-free products with no performance loss and at a reasonable price? Some competitors do a much better job marketing the environment, even when they don’t do as much as Herman Miller does.7. × 100%, DfE weight A variety of chemicals have been found to disrupt the endocrine systems of animals in laboratory studies, and there is strong evidence of this effect on fish and wildlife in particular locations. By disassembling many products, the product development team concluded that any component that takes greater than 30 seconds to remove is too long. [3] The new Institute announced the creation of a Certification Standards Board in June 2012. They did not yet spend significant effort to develop any specific product features. Herman Miller is a great company that attracts a lot of talent, and people who want to work here generally hold the same values. According to Mark Schurman, Herman Miller’s Director of Corporate Communications: “We absolutely believe that more and tighter environmental regulations are the way the world is going. To order copies or request permission to reproduce materials, call 1-800-5457685, write Harvard Business School Publishing, Boston, MA 02163, or go to http://www.hbsp.harvard.edu. The term itself is a play on the popular corporate phrase "cradle to grave", implying that the C2C model is sustainable and considerate of life and future generations—from the birth, or "cradle", of one generation to the next generation, versus from birth to death, or "grave", within the same generation. our expert writers, Hi, my name is Jenn (See Exhibit 6 for an example.) Just the engineering effort alone would be staggering, not to mention the potential increase in material cost. As a result, Carter thought that “the job should be more interesting, each worker can replace anyone else on the line, building a stronger sense of inclusiveness.” Based on the current factory design, the manufacturing team anticipated that a completed chair would roll off the line every 55–60 seconds. He also strongly believed that his firm served a moral purpose. Herman Miller offered a suite of office furniture, including: Healthcare: Furniture for healthcare facilities, In 2002, the percentage sales in the U.S. office furniture market for seating, systems, filing and storage, and desks and tables were, respectively, 26%, 32%, 20%, and 19%.8, Herman Miller adopted the triple-bottom-line philosophy of financial, environmental, and social responsibility performance. [citation needed], In 2005, IE Business School in Madrid launched the Center for Eco-Intelligent Innovation in collaboration with William McDonough to study the implementation of cradle-to-cradle design approaches in pioneering businesses. C2C seeks to remove dangerous technical nutrients (synthetic materials such as mutagenic materials, heavy metals and other dangerous chemicals) from current life cycles. But we now spend more time making do with the available materials.”, For example, the Y-spine of the Mirra chair (the structure that supports the back of the chair) was originally designed as a piece of metal with plastic overmolding, a difficult to recycle “monstrous hybrid.” After several prototyping iterations, a solution was found in the form of a two-piece. The shoe is mass-produced at a manufacturing plant that utilizes its waste material by putting it back into the cycle, potentially by using off-cuts from the rubber soles to make more soles instead of merely disposing of them; this is dependent on the technical materials not losing their quality as they are reused. (See Exhibit 1 for a picture of the Mirra chair with arm pad indicated.) Green Buildings Team: in charge of ensuring the environmentally soundness of construction and maintenance of the company’s facilities. The sole might be made of "biological nutrients" while the upper parts might be made of "technical nutrients". [4][5] The model has been implemented by a number of companies, organizations and governments around the world, predominantly in the European Union, China and the United States. Experts in the field of environment protection have questioned the practicability of the concept. Assessment of energy required for production, which for the highest level of certification needs to be based on at least 50% renewable energy for all parts and subassemblies. ", "Cradle to Cradle Marketplace | Frequently asked Questions", "Resources - Cradle to Cradle Products Innovation Institute", "Architectural Record - News, Continuing Ed, Products, Green Bldg", "Stella McCartney, Amber Valletta and Alysia Reiner on Fashion Positive", Allocation in recycle systems: an integrated model for the analyses of environmental impact and economic value, "Cradle to Cradle urgently needs a Dutch private partnership", "Green Guru William McDonough Must Change, Demand His Biggest Fans", "Method, Steelcase Join New Standards Board at Cradle to Cradle – Sustainable Brands", "Ökologisch-industrielle Revolution: Der Umweltretter Michael Braungart", "Guidelines for critical review of life cycle assessments - 2.-0 LCA consultants", "C2C Product Certification Overview - Get Certified - Cradle to Cradle Products Innovation Institute", "ISO 14040:2006 – Environmental management — Life cycle assessment — Principles and framework", "ISO 14044:2006 – Environmental management — Life cycle assessment — Requirements and guidelines", "International Organization for Standardization", "Cradle to Cradle Products Innovation Institute", "William McDonough & Michael Braungart (1998): "The Next Industrial Revolution" (article)", "Cradle to Cradle – The Product-Life Institute", "Platform for Accelerating the Circular Economy (PACE)", Rio Declaration on Environment and Development, Convention on Biological Diversity (1992), https://en.wikipedia.org/w/index.php?title=Cradle-to-cradle_design&oldid=991617024, Articles with unsourced statements from September 2019, Articles with unsourced statements from July 2013, Articles with unsourced statements from July 2011, Articles needing additional references from September 2019, All articles needing additional references, Creative Commons Attribution-ShareAlike License. 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