Sustainability is just the minimum: Professor Dr. Michael Braungart highlights

by Francesca

“Sustainability is just the minimum.” It’s time talk about innovation, quality, and beauty – and how the future is going to happen, said Cradle-to-Cradle Certified® co-founder Professor Dr. Michael Braungart during a recent event at Clerkenwell Design Week hosted by leading global bathroom and kitchen manufacturer, GROHE, and Dutch ceramic tile specialist Mosa.

During the event to celebrate the Cradle-to-Cradle Certified® GOLD achievements of both brands, Braungart called attention to the need to use human innovation as an opportunity for good – highlighting the fact that using less materials or fewer resources is not sustainable.

“True innovation isn’t circular or sustainable – otherwise it’s stuck. We have an abundance of energy on this planet. Rather than diminishing it, we should use it for good and leave a positive footprint rather than simply reducing our footprint.

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Braungart recognised GROHE and Mosa for their pioneering design leadership in the generation of products that aim to have a positive impact on people and planet. Both brands were recently awarded Cradle to Cradle Certified® at the Gold level for some of their products. Based upon Cradle-to-Cradle principles, Cradle-to-Cradle Certified® is the world’s most ambitious science-based standard for products that are safe, circular, and responsibly made.

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Patrick Speck, Leader LIXIL Global Design EMENA, said GROHE’s Cradle to Cradle Certified® achievements send a message about sustainability and how the company is tackling it as a business: “Sustainability has become embedded in our DNA. The big challenge for us is bringing meaningful products to market while ensuring we leave behind a healthy planet for future generations and make a positive change along the way. We continue to embark on initiatives that support our environment and local communities, from working to rid European waterways of plastic waste to finding alternative solutions to our plastic packaging.”

“Our dream is to lead the way towards healthy living environments that have a positive impact on people and planet,” said Mosa CEO Frank Spikker. “It goes beyond just trying to be CO2 neutral, but it is really about positive impact. This is a continuous journey, and it is not easy. The hurdles and barriers get harder every time we ask what’s next, and we can only sustain progress because we intrinsically believe that what we are doing is right. Taking care of people and our planet for the future is an obligation, and there are a lot of positives if we do that in the right way.

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In 2010, Mosa became the first ceramic tile company in the world to achieve Cradle-to-Cradle Certified®. And this past year, both Mosa and GROHE achieved Cradle-to-Cradle Certified® at the GOLD level for their ceramic tile and kitchen and bathroom products, respectively.

Dr. Braungart added: “Companies like Mosa and GROHE are so important because they were the pioneers. Architecture is just beginning, we can create buildings which clean the air, which are beneficial for the air. We can celebrate life.”

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