Desso, the European manufacturer of carpets and sports
systems and the RSA held a debate on 'Re-imagining Business: The
Transition to the Circular Economy' in the Great Room, RSA, 8 John
Adam Street, London from 6.00pm to 7.30pm on October 12,
2011.
The event was well attended by a cross section of thought leaders
and representatives from international businesses, all of whom
where interested in hearing more about the collective benefits a
move to a circular economy could bring. Desso's CEO, Stef
Kranendijk emphasised the importance and urgency to develop a
circular economy as the world's insufficient and diminishing
resources create ever greater difficulties. He talked about how the
company is reinventing its business model according to the
principles of Cradle to Cradle® design. The approach means that all
materials and products are seen as healthy nutrients to be recycled
either back into the technical or bio-sphere over and over
again.
Desso rigorously analyses the chemical makeup of all its raw
materials to ensure they meet Cradle to Cradle® standards, assessed
by the Environmental Protection Encouragement Agency (EPEA) run by
Cradle to Cradle® pioneer Professor Michael Braungart.
"We are aiming to use only pure and healthy materials," says Stef
Kranendijk. "Through this design philosophy we are creating
products that can be up-cycled on a continuous process and be
highly profitable."
The Cradle to Cradle® approach to business design and manufacturing
offers a blueprint for the future of enlightened enterprise and the
Desso/RSA debate provided a platform for an expert panel to discuss
how to re-invent business and pave the way for a more sustainable
future for all.
The panel included Stef Kranendijk, CEO, Desso; Dame Ellen
MacArthur, round-the-world yachtswoman and founder of The Ellen
MacArthur Foundation, which is promoting Cradle to Cradle® design
and the circular economy; Penny Shepherd MBE, CEO, UK Sustainable
Investment and Finance (UKSIF) and an advisor to the Green
Investment Bank (GIB); and, Paul King, CEO, the UK Green Building
Society (UK-GBC).
The event was chaired by Matthew Taylor, Chief Executive of the RSA
and former adviser to UK Prime Minister Tony Blair.
In his annual lecture at the RSA on Enlightened Enterprise, Matthew
Taylor said that companies like Desso, which had committed itself
to Cradle to Cradle® up-cycling, were "transforming industry and
consumer expectations."
"The RSA is keen to explore how more businesses can combine a
strategy for competitive success with a commitment to environmental
responsibility and social good," says Taylor, "and we're very
pleased to be working with Desso on this event to continue the
debate".
"I'm thrilled to have played a part in such an important event,"
says Stef Kranendijk. "The RSA, with its commitment to enlightened
enterprise was the perfect place to hold a serious discussion of
what needs to be done and how to get there."
Stef Kranendijk talked about why he began this major
transformation in early 2008 and how it is already bearing fruit.
The company has met its targets to create Cradle to Cradle®
products in one of its biggest division: carpet tiles; and it has
developed the technology to take used carpets back and recycle
them. He also showed how this has involved a complete
transformation in the way materials are sourced and used, how
products are designed, how the supply chain is organised and how
the company manages customer relations. Between 2006 and 2010,
Desso's earnings increased more than nine-fold (EBIT), proving that
the Cradle to Cradle® approach has made the company more profitable
and innovative.
"With the world's population increasing to nine billion by 2050 and
the rising economies growing at great speed, we cannot afford to
squander our natural resources anymore," says Kranendijk. "It is
not just vital to the future of our planet, Cradle to Cradle® is an
inspiring and practical philosophy which offers a way to make money
and have a good environmental footprint."
For listening the audio clip, please see: http://www.thersa.org/events/audio-and-past-events/2011/Re-imagining-Business-the-transition-to-the-circular-economy
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