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Business and Sustainability

Speakers Agenda Registration Location & Hotels Cradle to Cradle Event Homepage Home Sponsorship

This first-of-its-kind workshop was designed to help participants explore, in-depth, the potential benefits of Cradle to Cradle (C2C) Design and Intelligent Materials Pooling within their organizations, as well as help them catalyze the development of their own C2C initiatives, and as needed, form new Intelligent Materials Pooling (IMP) communities.

Participants are expected to complete Day One with a thoroughly conversant understanding of the principles, potenial, challenges, and prospective solutions for achieving a Cradle to Cradle initiative in their own business environments.

Participants who attend the full 2-day workshop will leave with a set of guidelines and next steps toward the implementation of their own internal initiative, as well as a network for support and potential collaboration.

8:30 Welcome and introduction to the workshop design

8:45 Introduction to Cradle to Cradle Design in Practice — Dr. Michael Braungart

In this session, Dr. Braungart will delve into the nitty-gritty of Eco-efficiency vs. Eco-effectiveness and will teach participants how to design products that make use of biological and technical nutrients. Participants will learn about the variety of design problems and design solutions available through Cradle to Cradle, and will explore new business models that support C2C customer solutions. Specific product design and project case studies will be reviewed involving the use of materials as biological nutrients (e.g. Climatex Lifecycle compostable upholestry and a biodegradable ice cream package) and technical nutrients (e.g. Herman Miller’s Mirra office chair and the C2C book,) as well as those containing both (e.g. a Nike running shoe and Ford Model U automobile).

10:15 Break

10:35 C2C Case Study: EcoWorx, Steve Bradfield, Shaw Industries

Mr. Bradfield will discuss what he learned in conceiving and implementing this single product Cradle to Cradle project from start to finish, including perils and pitfalls, and ultimate successes from the perspective of all participants in the process and all ultimate stakeholders.

11:30 C2C Case Study: Shanghai Expo, Bing Thom, Principal, Bing Thom Architects (BTA)

Mr. Thom will discuss the details of his massive plan, based on the Cradle to Cradle design philosophy, for the site of the 2010 Shanghai Expo. BTA’s plan addresses opportunities to clean the water on the site, maximize reuse of existing building materials, generate self-sufficiency in terms of water and energy, and create flexible building structures that can support a variety of future uses after the fair. In addition to the physical plan, the BTA team has proposed a set of guiding design values for the project which can set the stage for participants to rethink their own design values.

12:30 Lunch – Government and Cradle to Cradle: Moderated by Mike Paparian, Special Consultant to Cal EPA

As groundwork for further collaborative discussion during Day 2, representativaes from local and federal government will discuss the current and possible future legislative environment as it relates to the Cradle to Cradle model.

1:45 Introduction to the Principles and Potential of Intelligent Materials Pooling — Dr. Michael Braungart

2:30 Panel Discussion: Lessons Learned from Current Materials Pooling Collaborations

Panel Participants: Joe Laur, Partner, Seed Systems; Chris Page, Project Lead, Rocky Mountain Institute; John Delfausse, VP of Packaging, Aveda/Estee Lauder; Paul Nash, HP, and more.
This panel will discuss knowledge gained as a result of extended collaborative efforts to address the elimination of materials such as polypropylene, rubber, lead, and various polymers, and to improve the environmental impact of packaging.

3:30 Break

3:45 Organizational Learning and Cradle to Cradle Design — Peter Senge

Peter Senge, called one of the 24 most influencial management thinkers in the past 100 years, will discuss his experience with organizations around the world who have used organizational learning principles to generate innovation and successfully navigate change. He will also discuss his current interest in and perspective on sustainability and business, and give his thoughts on how and why participants should take up the torch.

4:45 Discussion of following day’s activities, distribution of discussion questionnaires

5:00 End of Day One

5:30 Wine/Hors d'oeuvres Networking Event hosted by the Business and Sustainability Group


Potential Conversation Groupings for Day 2

Here are our thoughts on C2C/IMP initiatives it would be great to tackle, but use your imagination and suggest your own! Registrants will be queried about their specific interests, and we will help assemble conversation groups that make sense based on shared interest.

• Business model innovations supporting C2C/IMP
• Business/Government collaborations to drive C2C/IMP
• C2C as a new customer value proposition and brand enhancement
• C2C and opportunities for manufacturing innovation
• Integrating C2C/IMP into your product or building design and quality criteria
• Identifying and addressing anti-trust requirements related to materials pooling
• Overcoming concerns related to sharing of proprietary materials information
• Materials for phase out (see below)
• Industry-specific products (see below)
• Materials as biological/technical nutrients (see below)

Materials for Phase-Out
Metals and Metal Compounds

Corrugated cardboard
Dyes and inks
Interiors products
Cleaning products
Polymer paper

Biological and Technical Nutrient Materials
Biodegradable leather
Natural fibers
Polyamide 6
Polyethylene (PE)
Polymethylmethacrylat (PMMA)
Polysulfonic polymers

During Day Two, parcipants will engage in a series of guided and supported dialogues: first, with interdisciplinary groups to build a broader understanding of the real and percieved issues and challenges from other stakeholders; and later, in groups with others of shared interest who will work together to design individual and perhaps collaborative initiatives.

The discussions will be led by experts providing you with insights gained from their experience leading collaborative C2C/IMP efforts with companies such as Nike, Visteon, Harley-Davidson, Ford, UTC Pratt & Whitney, and others.

8:30 Introduction to constructive dialogue and the day’s process by Joe Laur

9:00 Interdisciplinary Dialogue

In small groups of individuals with different functional perspectives, participants will share why C2C/IMP is of interest to them, what obstacles they’ve faced or fear, and what conditions need to be met for success. The goal is to help participants develop a broader, systems perspective of the issues involved in implementing a Cradle to Cradle initiative.

10:15 Break

10:35 Reporting Out

Participants will uncover together a common view of conditions for success that might be applied to their own specific initiatives.

11:15 Shared Interest Dialogue

Groups will be formed around specific conversations of interest. See suggested Conversation Starters for ideas of conversations that may emerge. Individuals will introduce themselves and share personal stories and initiative interests.

12:00 Lunch — Experiences of a Corporate Revolutionary: Leading Dynamic Change

1:30 Facilitated Group Discussion in Shared Interest Teams

Groups will begin to apply conditions for success to specific initiatives. Potential synergies and opportunities to collaborate will be identified. Key learnings will be clarified and individual next steps sketched out.

3:00 Break

3:30 Reporting Out

Individual teams will share their developing intent. Attention will be paid to identifying potential for further collaboration and the emergence of communities of practice.

4:15 Individual Reflection

Solidify individual next steps. Review and revise in dyad.

4:45 Presentation of individuals and groups who could provide post conference support

5:00 Close of Conference

All contents  2000 Stiftung Drittes Millennium
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