Lecture given by Professor Braungart at Ten+One conference, co-organised by the Ellen MacArthur Foundation and the Univeristy of Bradford, Nov. 2010.

1. Dr. Michael Braungart TEN + ONE Ellen MacArthur Foundation Cradle to Cradle ®

4. CRADLE TO CRADLE ® in BELGIUM “ The Belgian EU Presidency wants to promote the concept of ‘ sustainable materials management’, … which covers the whole life-cycle of products in a so-called ‘ cradle-to-cradle’ approach.” July 2010

5. Cradle To Grave ® Design Paradigm

6. Environmental Disasters

11. Loss of Topsoil We lose 4000 – 6000 times more topsoil than we rebuild

17. Indoor Air-Pollution Source: http://www.gonaturalbaby.com/blog/indoor-air-pollution/326/

18. Toner Dust & Indoor Air Quality

19. SOURCE: Hamburger Umweltinstitut e.V. Bad Design: Chromatogram For Children‘s Toy

20. Off Gassing: Computerscreen Benzene Carbon Tetrachloride (-> solvent) Pentanal Methane, Chloroido- (-> solvent) Toluene Hexanal Acetic Acid, butyl ester Octane Ethylbenzene Benzene, 1,3-/1,4-dimethyl- Cyclonhexanone Heptanal Benzene, 1,2-dimethyl n-Nonane Benzene, (methylethyl)- Hexanal, 2-ethyl- alpha-Pinene Benzene, propyl- Benzene, ethyl-methyl- Trimethylbenzene Octanal beta-Pinene Decane Heptane, pentamethyl- 1-Hexanol, 2-ethyl Benzene, methyl-(methylethyl) D-Limonene Benzene, methyl-propyl- Benzene, ethyl-dimethyl- Benzenemethanol, alpha, alpha, d Nonanal Benzene, (methoxyl-methylethyl) Undecane Cyclohexen-one, trimethyl Decanal Dodecane Tridecane Tertadecane Copaene 1H-Cycloprop[e]azulene, 1a,2,3,4,4 Famesene Phenol, (dimethylethyl)methoxy- 2,6-DI-T-BUTYL-4-METHYLENE-2 Butylated Hydroxytoluene Impunity from Solvent Neurotoxic at certain concentrations Suspected carcinogen

21. Off Gassing: Siemens Vacuum Cleaner After 15 Minutes

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23. Asbestos-free Brake Pads A Solution? Electron microscopy pictures of brake dust. O. von Uexku¨ ll and Michael Braungart et al. / Journal of Cleaner Production 13 (2005) 19–31

24. Are We Too Many? “ No goal is more crucial to healing the global environment, than stabilizing human population.” Al Gore

25. Are We Too Many?

26. unwelcome to the planet?

27. Are THEY Too Many?

28. The Biomass of ANTS is 4 Times Greater Than HUMANS

30. OPTIMAL OPTIMIZABLE TOLERABLE NOT ACCEPTABLE NOT CHARACTERIZED IDENTIFY THE BEST: ABC-X CATEGORIZATION

32. Stef Kranendijk CEO It’s a task we’re proud to undertake, for the betterment of our products, our brand, the people and our planet.

33. Eco- Effective Eco-Efficient CLIENTS & SUPPLIERS regard themselves as PARTNERS , aiming for the HIGHEST QUALIT Y

34. Cradle To Cradle ® : Doing The Right Things! DOING THE RIGHT THINGS DOING THINGS RIGHT

35. TRIPLE Top Line

37. Biological Metabolism Technical Metabolism

38. Biological Nutrient

41. KLM - Compostable Airplane Seat Prototype

42. Technical Nutrient

47. AVEDA and METHOD: Cradle To Cradle ® Design

48. "The greenest house is the one that never gets built.“ — Whit Faulconer, GreenBlue ?

49. BUILDINGS LIKE TREES CITIES LIKE FORESTS

50. Ford Rouge Center WILLIAM McDONOUGH

51. Herman Miller “ Green House ” Factory

53. BIONORICA: Building Like A Tree Building: BIONORICA NEUMARKT

54. Windmills On Transmission Towers

57. C2C is POSITIVE Footprint

59. EPEA INTERNATIONALE UMWELTFORSCHUNG GMBH TROSTBRÜCKE 4 D-20457 HAMBURG GERMANY T. +49 40 43 13 49 0 F. +49 40 43 13 49 49 www.epea.com Michael Braungart [email_address]