Cradle to cradle: value orientation

Douwe Jan JoustraProgram Education on Sustainable Development

Songs of the sixties, reality in this era

• The times they are a changing

• Blowin’ in the wind

• Here comes the sun

• Smoke on the water

Cradle to Cradle is ambitious:

• It is about value-creation, about clever solutions, new designs, working on effectiveness

• It is about design and re-design

• Creativity of the creatives: help industry to get ‘room to move’

4

Cradle to Cradle is working towards effectiveness

ECO-EFFECTIVENESS

DEFINE,INCREASE,SUPPORT, OPTIMIZE

ECO-EFFICIENCY

Cradle to Cradle is working on metabolisms

IDENTIFY THE BEST: ABC-X CATEGORIZATION

OPTIMAL

OPTIMIZING

TOLERABLE

NOT ACCEPTABLE

NOT CHARACTERIZED

Start working…

• Don’t improve, start to re-design

• Less bad is not doing good (add value)

• Not less material, but manage the materials

• Cradle to Cradle instead of Cradle to grave

• Don’t simplify (one size fits all), celebrate diversity

• Don’t feel bad, be happy:

Celebrate intelligence, Celebrate beauty,

Celebrate life!

So, let’s work on design principles

• Learning from nature

• What values do we support?

• What quality do we enhance?

• How can we be creative?

Step 1: Take a look outside

• Any organism that survives in this situation?

• What characteristics can you identify?

• Does any organism do harm to the situation?

• Can you find something you like?

Conclusions: paperclipmethod: write down your own conclusions, then share them

Step 2: What values do you support?

• On the social environment?

• On the physical environment?

• On the systems orientation?

• On people, planet and prosperity?

Discuss in small group and identify 2 or 3 values on each theme

Step 3: what quality needs to (or can) be enhanced

• People

• Planet

• Prosperity/Economics

• Solidarity (scale: local – global)

• Solidarity (intergenerational)

When a car can clean the air, what would other products do? Home or here on university?

Step 4: Have the Courage to Create (C2C)

• Find a new solution for a classical umbrella or a bicycle

• Ask questions

• What conditions do you need to get the Courage to Create?

The 1.000.000 million dollar question

Lotus

Lotus magnified

Lotus or …

Old new (they mimicked)

Never stop asking Why or How

And start redesigning our lives