Learning Objectives • Discuss the contribution of the industrial ecology discipline to sustainable business • Explain the major principles and assumptions of the natural capitalism sustainable business model • Explain the cradle to cradle design and the waste equals food approach to production • Explain the four system conditions of The Natural Step model of sustainability • Describe The Natural Edge sustainability model. Essential reading • Moscardo et al (2013), Chapters 5 • View the Kalundborg Symbiosis website at http://www.symbiosis.dk/en. • Read the sustainability section of the Interface Carpets website at http://www.interfaceglobal.com/Sustainability.aspx. Recommended reading • Mcdonough, William ; Braungart, Michael ; Anastas, Paul T ; Zimmerman, Julie B (2003), Applying the principles of Green Engineering to cradle-to-cradle design. Environmental science & technology, 2003, Vol.37(23), pp.434A-441A. • Lovins, Amory B. Lovins, L. Hunter, Hawken, Paul (2007), A road map for natural capitalism.(Managing for the Long Term: Best of HBR) (Reprint). Harvard Business Review, July-August, 2007, Vol.85(7-8), p.172(11) Video Watch and reflect: Watch the interview with Ray Anderson, former CEO of Interface Carpets at http://www.youtube.com/watch?v=F2LOUBme8rw. Now go to the Interface website and read and reflect on the sustainability sections of the website. In particular watch the short videos in the ‘Challenges’ section covering closed loop products, zero footprint and engaged culture. Reflect on these videos and summarise in no more than 200 words under Week Four in your Learning Journal (a) what you consider to be the key factors driving the success of Interface’s sustainability initiatives, and (b) how Interface has integrated the principles of natural capitalism into the people, process and culture? You may find it useful to compare the innovation of Interface to the achievements of your own organisation or an organistion with which you are familiar'. Case Study This week’s case study focuses on CSL Limited located on page 157 of the textbook. Read through the case and answer the following questions: 1. What is the difference between eco-efficiency and sustainability? 2. Is CSL a worthy recipient of the Australian Sustainable Company of the Year Award? 3. What is the relevance of the potential life-saving social benefits of CSL’s products to an evaluation of its sustainability? Generate appropriate answers to these questions and reflect on the relevance of these questions to an organisation you know well. Weekly Discussion Forum The weekly discussion forum asks you to put into practice some of the theories and principals covered in this module on sustainable business models. In particular, you are asked to either: (a) conduct a life cycle analysis of a product with which you are familiar, identifying the resources consumed at each stage of the product life cycle and suggesting ideas for efficiencies; or (b) analyse a business with which you are familiar, suggest ideas for collaboration in an industrial ecology project focusing on the various streams of waste, water and energy and how these might be better utilised. Post your thoughts on the Discussion Forum in no more than 200 words. As always, reflect also on the contributions of others and feel free to respond to their posts in the Forum. It is suggested that as part of your preparation, you watch William McDonough’s short video on cradle to cradle design available at http://www.youtube.com/watch?v=IoRjz8iTVoo. By way of background, I would also strongly recommend that you make time to watch the following short videos: • Kalundborg Symbiosis explained at http://www.youtube.com/watch?v=1yCYGOxnpSY. • Natural Capitalism, Economics of Restoration with Paul Hawken available at http://www.youtube.com/watch?v=dZGkCOEbXak. • The Natural Step available at http://www.youtube.com/watch?v=FFCNCQleCuk • Nike’s product design tool available at http://www.youtube.com/watch?v=ReY56KuMvUo. Summary This week has offered a very superficial introduction into a handful of sustainable business models. Industrial ecology promotes a closed loop model of business, whilst natural capitalism and the Natural Step place an emphasis on safeguarding natural resources. Cradle to cradle design looks to remove waste from the traditional ‘take – make-waste’ paradigm. Consider how your organisation might use some of the thinking behind these different approaches to optimise resource usage, drive innovation and integrate a more sustainable approach to doing business.