Forum ISSN 1866-7708

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CSR international

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Climate change and business

Politics of optimism • Low carbon supply chain • Product Carbon Footprints Building inspiring organisations • Beyond the financial crisis • CSR Best Practice

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Editorial

No problem can be solved from the same level of ­consciousness that created it. Albert Einstein Want it or not: climate changes your business. Yet the inevitable together with the still preventable parts of climate change are but one perspective of seeing that the whole neo-liberal economic system in place is currently at its edge. Real changes are needed, not mere fixes on old thinking and acting schemes. What we need is a politics of optimism on a worldwide scale instead of a still often national (and sometimes nationalist) point of view in policy. Globalisation has gotten to a point where even a seemingly simple product, a T-shirt, travels around the globe: supply chains are getting very complex. The assessment of the CO2-equivalents – as just one part of the ever before externalised factors, among many others clean air and water – need a sound and sane framework. A central task will be to construct low carbon supply chains. Very soon already, customers will make their buying decision relying on a simple label, the Product Carbon Footprint. And what about the recently much-discussed nuclear renaissance? Is it a solution for climate change? Or is the way of rationalising the civil use of nuclear energy rather turning a geopolitical power argument up-side down? Of course everybody wants the “ultimate weapon” but who wants a Chernobyl in his or her capital? Renewable energy supply solutions are there, applicable, already. The DESERTEC project shows that we are not even in the need of any technical revolution in this regard: we could supply the whole of Europe with energy from the sun, in a few years from now, given the political will.

In our SPECIAL about the Cradle to Cradle framework we show you how radically we have to rethink, remodel and redesign the whole lifecycle of products and services. Literally, from cradle to cradle: there is no such thing as waste. Every piece of waste is a raw product for just another cycle of production, service and use. In our SPECIAL about Social Business we show you a revolution of the capitalist business model that is actually taking place here and now. It’s about solving societal problems by means of rational, effective and efficient entrepreneurial modes of thinking and acting. The SECTOR REPORT on the food industry might shock you with the fact that currently nearly 50 per cent of all food worldwide is wasted in some way or other. We show you methods to prevent and stop this and thus reach the UN Millenium Developmental Goals. Where there’s a crisis there’s a chance for a new beginning. Let’s change our thinking, let our hearts melt and act together for a better world. Enjoy reading, be inspired and go networking.

forum PRACTICE as always gives you the theoretic framework and real-life best practice examples to the most pressing issues of global economy. Instead of HR management we show you how to build inspiring organisations, what the future of green buildings might look like and discuss the way from shareholder to stakeholder value. forum THEMES this time cover the link between mobility and urban planning, look behind the curtain of the financial crisis and shed light on lobbying at the European Parliament.

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Fritz Lietsch

CEO ALTOP Verlag Publisher

Prof. Maximilian Gege Chairman B.A.U.M. e.V. Co-Publisher

Alistair Langer Editor in Charge

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Table of Contents n Editorial ................................................................................... 1 n Greeting Word Alex Steffen: Optimism is a political act . ......................................... 4

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Markets, CSR and the T-shirt of tomorrow

n CSR-Shortcuts ......................................................................... 6 n Climate change and business Pietra Rivoli: Markets, CSR and the T-shirt of tomorrow ................. 10 Norbert Jungmichel: Clothing, carbon & communication .............. 12

Cotton made in Africa

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Aid by Trade Foundation: Cotton made in Africa ........................... 13 Prof. SC Lenny Koh: Low carbon footprint supply chain ................ 18 Carbon Trust: Consistent approach to ........................................... 20 carbon footprinting launched Claudia Doets & Geert-Jan Eenhoorn: ........................................... 22 I want to be carbon neutral … but I don’t know how myclimate: Innovative climate protection . ..................................... 23

The nuclear nemesis redux

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Rinaldo S. Brutoco & Madeleine Austin: ........................................ 24 The nuclear nemesis redux Dr. Gerry Wolff: Clean power from deserts . .................................. 27 Björn Stigson: Moving ahead on climate ....................................... 30

n forum PRACTICE – Strategy & Corporate Governance Clean power from deserts

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Dr. Lance Secretan: Building inspiring organisations ...................... 33

n forum PRACTICE – Green Building Guido Petinelli: The future of green building ................................. 36 Sebastian Kürmann & Simon Parker: Lincolnshire’s EPIC project ..... 38

Building inspiring organisations

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n forum PRACTICE – Reporting & Communication Dr. Nancy Kamp-Roelands: Stakeholder value . .............................. 39

n forum PRACTICE – Science & Research Prof. Stefan Schaltegger: From CSR to Corporate Sustainability ..... 40

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The truth about cars, the potential of cities

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n forum THEMES – Mobility Alex Steffen: The truth about cars, the potential of cities .............. 42

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Table of Contents n forum THEMES – Green Money Prof. Prabhu Guptara: Institutionalised greed ................................ 46 Dr. Silke Ötsch: Steps to shut down the casino economy ............... 49 Andreas Missbach: We’ve got the crisis, what’s left now is a chance ..... 51 Institutionalised greed

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Marion de Marcillac: Sustainable and responsible .......................... 53 investments in Europe Sam Daley-Harris: Microcredit – the world’s most .......................... 54 powerful weapon against poverty Daniel Lebègue: Close the loopholes . ........................................... 56 Leopold Seiler: Portfolios doomed to fail?...................................... 59

Close the loop holes

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n forum THEMES – Greenwashing Tamasin Cave: An eye on lobbying of . .......................................... 60 Members of the European Parliament

n SPECIAL: Social Business Peter Spiegel: From Social Entrepreneurship to Social Business ...... 62

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Lobbying at the European Parliament

Peter Spiegel: Vision Summit 2008 . .............................................. 64

n SPECIAL: Cradle to Cradle Catharena van Zyl: Waste equals food .......................................... 69 Cradle to Cradle islands – from microcosm to macrocosm . ........... 73 Desso: Living the Cradle to Cradle ................................................ 74 SPECIAL: Social Business

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n Aasivik Fire & Ice event ...................................................... 76 n SECTOR REPORT: Food Industry Prof. Jan Lundqvist: The DNA of waste . ........................................ 79 J. P. Muchineripi & Steve Kada: A transformative ........................... 81 approach to food security in Africa

SPECIAL: Cradle to Cradle

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Symrise: Meeting both ecological and economic interests ............. 84

n forum Service forum Network: Worldchanging .................................................... 86 forum Events ................................................................................ 87 forum Events – looking back ......................................................... 90 SECTOR REPORT: Food Industry

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forum Media ................................................................................. 94 Preview & Imprint ......................................................................... 96

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| cradle to cradle |

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Waste equals food The Dutch „Cradlemania”

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Cradle to Cradle suggests to establish industrial nutrient flow management. For the producing companies this means thinking of products of consumptions as „biological nutrients“ and on the other hand of products of service as „technical nutrients“.

“Waste equals food” is the title of a documentary produced by Rob van Hattum and Gijs Meijer Swantee that was, as it seemed, the beginning of what is now often referred to as a “movement” – or with more sceptical people, a “hype”. What this documentary most definitely achieved is more attention than it had ever hoped for.

“Let’s Cradle” Rob van Hattum, the producer and editor-in-chief in the field of science of the Dutch broadcasting company VPRO, and Gijs Meijer Swantee only had the intention to produce a documentary like many others they had made before to highlight the issue of

sustainability. But immediately after the first time Rob showed his freshly made film to an unofficial small group of friends, the reactions were unexpected: “Can I have a copy, I know somebody who has to see this!” After it was shown on television for the first time on October 2nd, 2006, the news was taken up and spread in such highspeed, with the first visible effect of a 650-people strong conference in Maastricht/South Limburg, 1st and 2nd of November 2007, where the Dutch environmental minister Jacqueline Cramer already proclaimed, “Let’s Cradle!”. The initiator of this conference, the Planet Prosperity Foundation, had organised a whole event around “Cradle to Cradle,” the design concept named by its “Godfathers,” Michael Braungart and William McDonough.

The message and it’s messengers

Bent bench – one peace one material! The best condition for reuse in the technical cycle.

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Prof. Dr. Michael Braungart, a German chemist, is a former professor at the University of Lüneburg, and has recently taken up a professorship at the Erasmus University of Rotterdam. There he will be setting up a “Cradle to Cradle” Master program in 2009. Some twenty years ago during his time as leader of the chemical division of Greenpeace, he got beaten up

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for being “intolerant” towards big industrial players. In 2002 he won the Green Chemistry Award. William McDonough, an American architect, has – amongst other prices – been named, “Hero of the Planet” by Time Magazine. “Waste = Food” is basically the first part of the Cradle to Cradle Design Paradigm: 1. Waste equals Food 2. Use Current Solar Income 3. Celebrate Diversity These principles are further explained in the book „Cradle to Cradle: Re-making the way we make things“. It was first published in the United States in 2002, and has since been translated to seven different languages. The van Hattum & Meijer Swantee documentary illustrates the implementation of the Cradle to Cradle Design Concept with Rohner Textile, Steelcase, Herman Miller, Shaw, Nike, Trigema and Ford. Braungart & McDonough have inspired these companies to “remake the way they make things” in an “eco-effective” way. It’s phrases like, “Being less bad is not good enough,” or “We want to have a big beneficial footprint” of Braungart and McDonough that make people listen and draw attention to their vision.

The Netherlands are moving fast In Limburg, the most southern region of the Netherlands, where the legendary “Let’s Cradle” Conference took place, it seems the seed was laid and since then, has never

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The Think chair is the first product to ever receive Cradle to CradleTM Product Certification from McDonough Braungart Design Chemistry‘s (MBDC).

stopped spreading. The Region of Limburg has officially announced their ambition to be the first Cradle to Cradle region in the Netherlands and are going to start with the International Horticultural Exhibition Floriade 2012. However, it appears that they’ll have to speed up to keep that position, as other regions in the Netherlands have set the same goal: Nestled in the north around the city Groningen, a Cradle Circle was established. Almere has

formulated their “Almere Principles” along with William McDonough to rebuild a city to become Cradle to Cradle. There are initiatives in Amsterdam, around Enschede and Utrecht. In Fryslan some Dutch islands are applying right now for an EU Interreg Program named the “Cradle to Cradle Islands” along with Sweden, England, Germany and Denmark. Braungart has spoken at approximately ten occasions every month since his “Let’s Cradle” speech in November 2007 – in front of managers, CEOs

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Special of several international companies, scientists, industrial designers, almost all Dutch ministries and even at a pop-festival. Even Prime Minister Balkenende did not skip the opportunity of meeting Prof. Braungart.

The outcome so far

meetings for defining Cradle to Cradle criteria, as one way for the government to build incentives for Dutch companies to develop Cradle to Cradle solutions. Some Dutch-based international companies have already taken up the challenge, of which some presented themselves, their visions and strategies at NUTEC: DSM, AkzoNobel, van Gansewinkel, Desso, van Houtum, VelopA and others.

Let’s Cradle! The World’s First Certified Cradle to Cradle Marketing Consultants. Trained by Michael Braungart and EPEA. Contact us at [email protected] www.elcamedia.com

One of the best examples according to Braungart – you can tell by the fact that he does not stop to name this company in almost every speech t

The Dutch Ministry of Environment and the half-governmental agency SenterNovem are working on the Sustainable Purchasing Order `Duurzaam Inkopen´ for the Governmental Purchasing power of around 40 billion Euro in 2012 to define criteria. There have been several

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Planet Prosperity Foundation is the initiator of the Let‘s Cradle! campaign and organiser of the already legendary Let‘s Cradle! conference in Maastricht. Our focus is on planning, creating and facilitating a transition of human society to Cradle to Cradle within the next decades. We use ambition, vision and the creation of public private partnerships (PPP‘s) as tools for reaching our goals. For further information visit www.planetprosperity.org www.letscradle.org Contact us at [email protected]

Do you want to learn more about Cradle to Cradle? Follow one of the workshops at Be Beneficial.

www.bebeneficial.nl +31 (0)6 / 26 79 98 65 Official Cradle to Cradle learning Institute in the Netherlands, autorised by Michael Braungart The new ecological lingery by Triumph - good for body and nature.

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Cradle to Cradle islands – from microcosm to macrocosm How small units take the first step to become the hub of innovation on Cradle to Cradle

After the Netherlands have been inspired by Rob van Hattum’s film “Waste equals Food”, the news found it’s way to the neighbouring countries and across the North Sea – with islands as stepping stones.

Norway, England and Denmark. The Cradle to Cradle islands will become a living show case of Cradle to Cradle on a microcosm scale – a field of experimenting and interacting, learning and accelerating.

On initiative of the province of Fryslân a number of Dutch islands have united in an EU Interreg Project as Cradle to Cradle islands along with other North Sea islands from Germany, Sweden,

The Cradle to Cradle islands are inviting the industry worldwide to establish their innovations in the field of • using solar and other sustainable energy sources

• eliminating the concept of waste • optimising the islands’ water cycle The Cradle to Cradle islands will show that it is possible to “become native to this planet” with shining examples radiating around the world and inviting everyone to come and see, touch and participate, learn and progress. See you soon on the Cradle to Cradle islands!

EPEA

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Advertorial

Living the Cradle to Cradle A new way to produce carpets of worn out carpet are potentially thrown away every year. But this is precisely why it is so important that we adopt this advanced approach  – rather than simply complying with current environmental legislation. By sourcing sustainable raw materials, introducing new manufacturing methods and collecting used carpets from clients we are getting closer to completing the cycle.’’

“Reclaim focus on the perfect combination between eco-effective processing and clean efficient design. It is made from 100% Econyl Aquafil solution dyed nylon.”

Leading European carpet manufacturer, DESSO has announced earlier this year that they are going beyond sustainability to a far more radical environmental programme: ‘Cradle to Cradle’. The company is the first carpet manufacturer in EMEA to implement the idea that everything in the manufacturing cycle should be based on Cradle to Cradle principles. DESSO has initiated industry-leading policies at every stage of its manufacturing process, which will result in products being either completely biodegraded or recycled to provide raw materials for new goods. Waste recycling in its factories now exceeds 90%, and the company has launched a pioneering project reclaiming carpet from customers to be reprocessed. ‘Cradle to Cradle’ takes its inspirati-

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More information is available on ­DESSO Cradle to Cradle brochure, which can be downloaded on www.desso.com

on from nature, where everything is reborn again and again. DESSO aims to replicate this process across its full range of carpet, creating continuous cycles of both biological and technical ‘nutrients’. At the end of their useful lives, carpet components will be reused, redeployed. In march 2008, the company has entered into a partnership with the Hamburg-based Environmental Protection Encouragement Agency (EPEA – www.epea.com), the brainchild of one of the ‘Cradle to Cradle’ concept’s co-founders, Professor Dr. Michael Braungart, and is working towards formal certification. Stef Kranendijk, DESSO CEO, says: ‘’The ‘Cradle to Cradle’ cycle is especially challenging in an industry like ours, where millions of square metres

(L to R) Stef Kranendijk in conversation with Prof. Dr. Michael Braungart during the NUTEC trade fair.

“With Cradle to Cradle, DESSO is in it for the long haul. It is a challenging task, which will involve the creation of entirely new products and technologies. It is also a task we are proud to undertake, for the betterment of our products, our brand, the people and our planet.” Stef Kranendijk, DESSO CEO

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| cradle to cradle | he gives – is Desso, a Carpet Manufacturer based in Waalwijk, south of Utrecht and Dendemonde, Belgium. Desso’s CEO Stef Kranendijk has taken up Braungart’s visions along with his Sustainability Manager Rudi Daelmans and the support of Braungart’s Chinese colleague Haixiang Qian from Shanghai. Desso has formulated clear goals of where they want to be in 2020, with steps planned for every month. “Eco-effectiveness” as a goal instead of “trying to be less bad”: What does that mean for a 1050-people strong company, producing seven million square metres of carpet every year? Desso wants to have carpets designed to be nutrients for the so called “technical metabolism”. All their carpets will be designed for disassembly and materials are chosen to have beneficial or at least not harmful effects on people and the environment during the period of use. Afterwards, the materials are to be recycled in a way that they do not loose their quality.

Is this the next industrial revolution? Marieke van der Werf came in touch with Cradle to Cradle as the facilitator of diverse governmental Masterclasses with Braungart for the Dutch Ministries of Environment, Economy and Agriculture. She dedicated her whole summer holiday to interviewing around twenty companies plus the Minister of Environment, Jacqueline Cramer, about their Cradle to Cradle activities. One thing is already clear: Cradle to Cradle will only work as an industry-wide approach. What is known about Cradle to Cradle in Germany? At NUTEC, which was organised and hosted by the Frankfurt Messe along with EPEA this year, the visitors could also see Triumph’s new bra Pure Origin with all its gadgets and colour pigments designed as biological nutrients. Everyone could see for himself that Trigema’s “compostable” T-shirt – portrayed in the documentary as well – is a product of high quality which will definitely not rot on your skin, as some might assume. Cradle to Cradle old-timers were there as well,

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Special such as the world‘s most committed Cradle to Cradle office furniture company, Steelcase. Steelcase also refers to itself as one of the first companies to have started with the implementation back in the 1990s, just like Herman Miller, Shaw and Nike. Braungart and McDonough welcomed the new members to the “Cradle to Cradle Community”. Both of them emphasised that people should not project all their hopes on them – for this is a community approach.

Join the movement Cradle to Cradle is an open invitation to all companies and nations around the world to define in which way they want to contribute to realising “The Next Industrial Revolution” – where “Waste equals Food”, which is built on “Current Solar Income” and where people not only respect but celebrate the diversity of cultures and forms of life. By formulating clear goals and communicating them, companies begin to act more like NGOs. By setting goals to be beneficial, no nation leaves it to the so-called “nature tribes” to be the “natives”, but become native to this planet themselves. In the Netherlands there are more and more people who are taking this challenge up. And they are already very closely followed by Denmark, New Zealand and California – which the Governeur Arnold Schwarzenegger has declared to become a Cradle to Cradle state. Michael Braungart is on his way to Taiwan this week to meet several decision makers in industry and politics. The Netherlands are in very good company as it seems. My greatest respect and gratitude to all the people who are working very hard to make this work! Catharena van Zyl, EPEA

For further information visit:

The Dutch Cradle to Cradle community sent strong exhibitors to the first NUTEC trade fair in Frankfurt, Germany. Akzo Nobel NL-7418 AJ Deventer www.akzonobel.nl Artisjok NL-6211 PW Maastricht www.artisjok.net Colbond BV NL-6800 TC Arnhem www.colbond-geosynthetics.com DESSO NL-5140 AD Waalwijk www.desso.com DSM N.V., Royal NL-6160 MD Geleen www.dsm.com Happy Shrimp Farm NL-3001 DB Rotterdam www.happyshrimp.nl Herman Miller Ergonomics NL-5912 AL Venlo www.hermanmiller.com Identitex NL-2525 KL Den Haag www.kici.nl Intron BV NL-6130 PD Sittard www.intron.nl Kamer van Koophandel Limburg NL-5916 PJ Venlo www.kvk.nl Koekoek BV NL-5911 EN Venlo www.koekoek.de Moonen Packaging NL-63003 DC Weert www.moonenpackaging.com Provincie Limburg NL-6229 GA Maastricht www.limburg.nl Search BV NL-5473 ZH Heeswijk www.searchbv.nl Van Gansewinkel Group NL-5657 GB Eindhoven www.vangansewinkel.com Van Houtum Papier BV NL-6071 JR Swalmen www.vanhoutumpapier.com Van Kaathoven Group NL-5491 SR Sint-Oedenrode www.vankaathovengroup.com VelopA-Citystyle NL-2351 AX Leiderdorp www.nl.velopa.com Venlo GreenPark NL-5900 AC Venlo www.venlogreenpark.nl

www.epea.com www.nutec.de www.letscradle.nl www.c2cplanet.nl

EPEA

Wageningen UR (University & Researchcentre NL-6701 BH Wageningen www.library.wur.nl

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