2Sustain

Industries today are continuing to re-think and re-design products and processes for human health, environmental health and recyclability, according to MBDC (McDonough Braungart Design Chemistry, LLC), a global consultancy helping clients create a positive footprint on the planet by implementing the Cradle to Cradle® framework.

The consultancy reached this conclusion after compiling a series of its recent milestones, such as:

• In 2009, MBDC certified more than 100 products –which brings the total number of products certified to more than 300 since the program launched in late 2005. (200 products have been certified in the past two years alone.)

• 14 of these 100 products achieved Gold-level certification, Cradle to Cradle’s second highest level of achievement, more than in any other year. (The program has four achievement levels: Basic, Silver, Gold and Platinum.) At the Gold level, product manufacturers have eliminated chemicals assessed by MBDC to be a high hazard to human and environmental health, and final assembly processes must be powered by 50 percent renewable energy.

• In 2009, manufacturers of the 47 Gold-certified products committed to using more than 8,500 MWh of renewable energy, the equivalent of powering 760 US homes for a year.

• Also in 2009, MBDC expanded its consumer product certifications, working with clients including Nestle Waters North America, Method Products, Kiehl’s Since 1851, Aveda Corporation and Van Houtum Papier BV in the Netherlands. In addition, MBDC’s international client base grew to include companies in Spain, Germany, Italy and Japan.

Cradle to Cradle Certification by MBDC gives global manufacturers across industries a way to verify and market their products’ sustainability attributes and demonstrate environmental leadership. The certification process takes into account five distinct criteria:

• material health,
• material reutilization,
• renewable energy use,
• water stewardship and
• social responsibility.

Companies incorporate these criteria into future product development to create a continuous improvement and learning cycle –which in turn, can pave the way not only for innovation, but for improved risk management, cost reductions and competitive advantage, as well.

For example, Method Products, Inc., based in San Francisco, has used Cradle to Cradle Certification by MBDC to distinguish itself from the greenwash of other companies.

“Method is committed to making innovative products and packaging that are sustainable and green to the core, like our business,” says Adam Lowry, Method co-founder and chief greenskeeper. “Obtaining external verification from MBDC, the people who wrote the book on Cradle to Cradle design, reinforces the work we’re doing to make our products safe for people and the environment, and it reflects our authentic mission of sustainability at a time when many companies talk about being green.”