New Clout for Cradle to Cradle Design

(page 2 of 2)

"The goal is to have those who attend [workshops] work with us on product development," says Material ConneXion Vice-President Andrew Dent, who has a doctorate in materials science and spearheads the company's new-materials research.

In the meantime, cradle to cradle-certified material samples will be added to Material ConneXion's libraries in New York, Cologne, Milan, and Bangkok. These libraries, available as a resource for corporations, designers, researchers, and students, include 4,000 high-performance, high-tech, and sustainable substances, categorized by chemical properties. The cradle to cradle materials won't be separated from other varieties, so a company developing, say, a new type of office chair can compare different types of fabrics, woods, or plastics.

And the partnership will also help companies accomplish cradle to cradle certification, a system introduced by MBDC in 2005. Products are rated "basic," "silver," "gold," or "platinum," depending on their level of waste-free production and disposal techniques. In addition to chemical components, the energy and water used in manufacturing and the social responsibility of the parent organization are also considered. MBDC drew up some of the parameters, which are quantifiable; others are based on whether companies live up to statements of intent. Some judgments, such as water-usage efficiency, are based on recommendations from outside organizations, such as the U.S. Environmental Protection Agency.

To date, companies that have participated in the cradle to cradle certification process include office-furniture makers Steelcase and Herman Miller (MLHR), as well as Pendleton Woolen Mills and the U.S. Postal Service.

Spurring or Hindering Innovation?

Observers believe that such certifications are necessary. "Up until now, we've been in a stage where 'green' was really new. Nobody really knew what it meant. We didn't have standards. Any idea sounded good," says Alex Steffen, managing editor of the blog Worldchanging and editor of a book of the same name, both concerned with sustainable and socially responsible design and business.

"Now, we're in a different stage. There's a real shakeout. We need absolute standards against which we need to hold ourselves. Cradle to cradle methodology is one way—but of course not the only way—of accepting absolute impact," says Steffen. Other standards —and there are many—include the 18-year-old "green seal" for sustainable wood and environmentally friendly cleaning products and the "certified biodegradable" label, also used for cleaning products.

This past summer MBDC developed and launched the cradle to cradle seal, which looks like an infinity sign made of two C's. The company solicited "lots of input from clients," says McDonough. "Especially the U.S. Postal Service. They looked at prototypes and helped us with branding and co-branding." The postal service was also the first organization to use the logo on its products; the icon can be seen on Express mail and Priority mail envelopes. Other companies, such as Steelcase, are planning to use it on marketing materials, such as Web sites, brochures, and hang tags, as a way of branding the firm as eco-friendly and showcasing cradle to cradle certification.

But some observers believe that while it is a noble and practical step toward bringing to market more sustainable products, certification alone might at some point even hinder green innovation.

"Certification is a good interim step. But once it's reached, there's the danger that a company can then decide to stop pushing for more sustainability and move on to next flavor," says Stan Kaczmarek, an environmental engineer who oversees corporate audits for greenwashing at the New York-based advertising agency Green Team, which creates sustainable-focused campaigns for clients such as the World Wildlife Fund and Jaguar (F).

Sustainability: The Work Never Ends

Kaczmarek, former director of global environmental affairs at Johnson & Johnson (JNJ) and a senior engineer at Exxon (XOM), also suggests that cradle to cradle certification might have the most impact among business-to-business companies rather than consumers. And that suits the business plan of the new partnership nicely.

Meantime, encouraging a sense of increased, open innovation-style collaboration in the design of new sustainable goods and services is one of the key goals of the partnership. It's an approach that McDonough says will bring products to market faster for companies with ambitious sustainability agendas.

"One of the things you have to remember about sustainability is that it will take us all forever to accomplish," says McDonough. "Teamwork and collaboration are fundamental."

Jana is the Innovation Dept. editor for BusinessWeek.