Presentació d'Ignasi Cubinyà, Founder of Ecointelligent Growt, en el marc de la jornada ‘The role of ecodesign in the circular economy’ que va tenir lloc a Brusel·les el 16 de juny de 2015

1. Building Resiliency
Best practices in Circular Economy
Ignasi Cubiñà, CEO EcoIntelligentGrowth
Brussels
June 16th, 2015

2. Where is Real Value? WHY?
Obsoletes, loss of value
Environmental concerns
Health concerns
X
TO

3. WHAT?Re-defining
value
“Evolution is not
about the survival
of the fittest, is
about the survival
of the most
adaptable”
Dr. Lynn Margulis

4. Material efficiency vs. effectiveness
100 %
Tim
e
0 %
10 %
“Eco-
Efficient”
less bad
“Eco-
Effective”
more good
Focus on quantity &
QUALITY
Focus on quantity
WHAT?

5. The principles
HOW?
1. Cradle to Cradle® Design Framework
Celebrate diversity (cultural, biological)
3p
Waste = Food (either for biological or technical cycle)
Use corrent solar income

6. “There is
never a
reactive
collision
in nature”,
John Warner at
Bioneers

7. Material’s stewardship: recovering
value as Nutrients/Assets
Source=EllenMacArthurFoundation
“From supply chain to
supply circles”
Walter Stahel, Resource Event 2015, UK
We are to build healthy
spaces where people can
live, work, create, share and
thrive

8. Case Studies
Good Practices on the road

9. Cradle to Cradle is a registered mark of MBDC, LLC
GO
©Jordi Catala for Construcia SL
CONSTRUCTION

10. Market demands
CONSTRUCTION
Cumple requerimientos
en :
Water efficiency
Energy & atmosphere
IEQ
Innovation in
Design/Operation
MR c4 (2puntos):
Building Product Disclosure and
Optimization - Material ingredients
According to LEED and other green
Building International program
requirements
Google Portico: new tool
developed by Google for
materials and product
selection for its buildings.

11. The New Fashion is Positive!
Fashion Positive is a movement of industry change
agents, driving POSITIVE IMPACT through: Innovation
in the supply chain; Providing low-interest rate loans to
suppliers; Increasing transparency; Creating safe and
perpetually cycled materials for designers and brands.
FASHION
and open source…

12. Cleaning the cleaners
Inspired by
C2C® principles,
method delivers
health, design
and profit
CLEANING

13. WEF Project Mainstream
PACKAGING
Approach and objectives:
This delivery project aims to close the gap
between the two systems via creation of an
authoritative global plastic packaging road map
to strengthen value recovery in plastics material
streams. The road map will be co-developed
with a set of around 20 influential cities and
companies across the FMCG supply chain. It
will enable a 20-year transition from plastic
packaging made predominantly from virgin
material, topped up by recycled material, to
packaging made predominantly from recycled
material. The aspiration level will be quantified
as part of the project.
Source: Project MainStream – a global collaboration to accelerate the transition
towards the circular economy Status Update, January 2015
The project will aim to reduce the overall amount
of fiber needed and improve recycle/reuse of fiber
in the paper value chain, while reducing water
consumption and improving by-streams of the
paper and paperboard production process.

14. Wales: when a nation aims circular
EMF and WRAP elaborated a report analizing opportunities for the transformation of Wales
towards a Circular Economy. Ecoemprenedors.cat has made a proposal for Catalonia, awaiting
for a response though…
REGION

15. Social impact
© Green Alliance, 2015
“The Greeks lost their preeminence when
they moved from Generalists into
Specialists”
Indro Montanelli_The history of the Greeks

16. Thanks for your attention
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5176
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