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Cradle-to-cradle: the next packaging paradigm?

From the archives: An architect and a chemist make a compelling business argument for ecologically “intelligent” packaging that’s also good for the bottom line.

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How’s this for an environmental packaging strategy?

• Use more packaging material, not less.

• Instead of designing with the cheapest materials, design the best package possible, without worrying about per-package cost.

• “Littering” can help the environment.

Sound politically incorrect, and financially suicidal? Take a closer look. What if that ice cream wrapper lying on the side of the road were designed to “melt” into a biosafe liquid in a matter of hours at ambient temperatures? What if the foam food container was not only biodegradable, but incorporated essential nutrients to replenish the topsoil?

What if there were such a thing as fifth-class postage that existed solely for the purpose of returning packaging to the manufacturer? Instead of buying the cheapest possible packaging, you buy the best possible packaging because you are getting most of it back. And guess which package looks better on the shelf as a result?

Extreme? Yes. Possible? Only time will tell.

It’s all part of a new way of product and package design, called cradle-to-cradle design.

By contrast, traditional cradle-to-grave design practically guarantees a product or package will end up as unwanted waste that must be dealt with at some cost to the end user. Plus, the manufacturer loses the economic value of reusing the material, because it’s on a one-way trip out of the factory.

Technical and biological nutrients

Cradle-to-cradle design means literally designing waste right out of the lifecycle of the package. Mimicking nature, a package is designed to be either a technical nutrient that can be reused, or truly recycled in a tight, closed-loop process with zero loss in material performance, or a biological nutrient that can safely break down into the soil (see illustration, opposite page).

The originators of this concept, architect William McDonough and chemist Michael Braungart, recently published a book on the subject called Cradle to Cradle: Remaking the Way We Make Things. The authors’ design consultancy, McDonough Braungart Design Chemistry (MBDC), has worked with companies like Ford Motor Co., Nike, Herman Miller, and BASF to help redesign their products using the cradle-to-cradle concept. Though the authors have done a few packaging projects, their design concept is essentially brand new—and untested—in the field of packaging.

However, packaging is an area that’s well suited to the cradle-to-cradle design concept, the authors say. They contend that cradle-to-cradle design has the potential to expand, not reduce, the choices of materials available to package designers. They say packaging can be designed to be an asset after use, rather than a liability, for customers. Finally, they argue that cradle-to-cradle packaging can cost the same or less than the packaging it replaces.

Instead of focusing on the moral argument, which traditionally pits environmentalism against business interests, the authors have made a compelling business argument for ecologically “intelligent” products and packaging that are also good for the bottom line.

We asked the authors, in a series of exclusive interviews, to flesh out their vision for how cradle-to-cradle design might play out in packaging.

No more ‘ugly’ packaging

McDonough and Braungart frown on what they term eco-efficient packaging, with its traditional focus on making packaging merely less damaging to the environment. For example, a bottle with recycled content is still headed on a one-way trip to a landfill, unless a consumer happens to recycle it.

Instead, the authors favor eco-effective packaging, which is designed at the outset to travel in either a biological or technical closed loop.

“For me, packaging is far too important to make it merely efficient,” says Braungart. In other words, the trade-off associated with traditional eco-efficient packaging—duller colors and reduced performance characteristics—is not only not worth it, it’s unnecessary, Braungart maintains.

What stands in the way of true closed-loop recycling, according to Braungart, is not the materials themselves—it’s often the additives and inks, which were never designed or selected with closed-loop recyclability in mind. The result is that “you are highly limited in the next use of that material,” says Braungart. “If you mix all these different types of additives, you always end up with downcycling.” In other words, a park bench instead of a pop bottle.

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