Stef Kranendijk (CEO DESSO Group) has given a lecture on World Expo Shanghai 2010 regarding Cradle to Cradle®. After Michael Braungart’s kick off Kranendijk gave a clear description of the DESSO® business case.
The World Expo in Shanghai, took place from 23rd to 30th May inclusive. The theme of World Expo 2010 was “Better City, Better Life”. The province and municipality of Utrecht organized the ‘Holland Knowledge Inc. Days’. During this programme the Cradle to Cradle® day was one of the highlights, as co-founder Michael Braungart and Stef Kranendijk (CEO Desso) spoke to the audience regarding the Cradle to Cradle® concept and the ultimate business case Desso.
Both lectures emphasized the importance of the Cradle to Cradle® concept in any successful future manufacturing industry. This message had an extraordinary impact on the audience consisting out of architects, interior designers and project managers.
Cradle to Cradle® is crucial for the Chinese industry since nutrients and energy are scarce. Architects and industrial designers are required to use other design principles in the future.
The audience finished the day with a clear view on Cradle to Cradle® and the consequences of implementation of this concept within a business strategy. Desso offered to give internal Cradle to Cradle® workshops to an extremely enthusiastic Chinese baby carriage manufacturer. In this way the concept can quickly gain internal acceptance which is crucial for a successful implementation within the business strategy. Besides the baby carriage manufacturer is the Chinese market leader and has a great impact on Chinese companies and national media. The Cradle to Cradle® philosophy still has to find its foothold in China, perhaps this kick-off could mark the turning point.