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Nine Design Strategies to Inspire Sustainable Profits - Part 2


A new dedication to change is leading today's executives to search for new, applicable business models that promote "triple bottom line" thinking. At the same time, many corporate sustainability targets are still focused on cost and waste reduction, creating unprecedented opportunity through innovative design and sophisticated communication. In part 2 of this 3 part series, author and communication strategist John Marshall Roberts (in partnership with LA based, Evenson Design Group) outlines three more design strategies to create brands and packaging that inspire sustainable profits.

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cradle-to-cradle ::.

CRADLE-TO-CRADLE
A phrase invented by Walter R. Stahel in the 1970s and popularized by William McDonough and Michael Braungart in their 2002 book of the same name. This framework seeks to create production techniques that are not just efficient but are essentially waste free. In cradle-to-cradle production all material inputs and outputs are seen either as technical or biological nutrients. Technical nutrients can be recycled or reused with no loss of quality and biological nutrients composted or consumed. By contrast cradle to grave refers to a company taking responsibility for the disposal of goods it has produced, but not necessarily putting products’ constituent components back into service.


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