Published by FORUM CSR international.

„We need intelligent products which aim at full reutilization of all ingredients as well as profitability, quality and aesthetic design.” The basis of this trend-setting approach is the Cradle to Cradle principle, which Prof. Michael Braungart, scientific director of the EPEA, has been implementing since the 1980s. This approach challenges politics and economy, industry and science to a fundamental rethinking. It is based on recyclable products that are beneficial for the environment and healthy for the consumer.

Instead of eco-efficiency – the reduction of harmful substances and waste – Braungart demands eco-effectiveness, by which he means “to do the right thing from the start” instead of averting the worst consequences in the end. The innovative researcher suggests a biological metabolism for products of consumption and a technical metabolism for products of service.

In the biological metabolism, products such as T-shirts, seat covers or packaging are supposed to be as natural as possible, virtually “eatable” and certainly biodegradable. A current example of this kind of product is the Airbus A-380, which will be equipped with biodegradable seat covers. Ford has produced a vehicle with similar features for a pilot project.

In the technical metabolism, watching TV, doing the laundry and driving a car will become a product of service because the manufacturer of these consumer products will remain the owner and take the product back to recycle it after a certain period of use. Thus, the consumer won’t buy a car but the right to use a car for a certain period of time. Even windows won’t be purchased any more. Instead, you pay for the service of “view and insulation”.

Nutec: New platform for an eternal cycle of materials

Against this backdrop, Braungart has initiated the congress and exhibition Nutec in cooperation with the Messe Frankfurt Exhibition. It addresses businesses of all industries which are already using the Intelligent Product System (IPS) or the Cradle to Cradle Design in their production or planning to do so. The goal is to promote the exchange of information and to provide a forum to establish new contacts and open markets for innovative solutions. Specific materials, techniques and services as well as presentations of the latest research results, panels and discussion forums complete the spectrum of this new exhibition.

A platform for best practice examples will be established, presenting experiences in effective and market-oriented product reorientation and strengthening the network of research, development, companies and users. The Nutec International Congress and Exhibition takes place on November 12 to 14, 2008, in Hall 1.2 on the Exhibition Grounds Frankfurt am Main, Germany. The congress addresses decision makers from business, industry, research and education. Furthermore, you will meet designers, product and material developers, research/development, production and CSR managers as well as politicians, authorities and officials.

For further information go to [1] www.nutec.de

FORUM CSR international has been launched at “The Amsterdam Global Conference on Sustainability and Transparency” on May 7-9. Visit [2] www.forum-csr.net for more interesting content about Corporate Social Responsibility.

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