It is Official! We are C2C accredited

Organised by EPEA and Michael Braungart,, 10 Reggies joined the world’s first Cradle to Cradle (C2C in short) design training.  We like to share with you our motivation for following this training, our plans on implementing the acquired knowledge. We will start by a short explanation of C2C and end with a few words on the misunderstandings surrounding. For more information you can click here to read a full interview (in Dutch) with one of our design consultants about the training.
 
What is Cradle to cradle?

Cradle to cradle is about being good instead of being less bad. It stimulates you to rethink the way you design products. It is a positive approach to deal with the scarcity and toxicity of materials, to make use of the abundance of solar power income and to celebrate and respect diversity on every level. Michael Braungart and William McDonough are the founders of the Cradle to Cradle philosophy. We are proud to have 10 C2C designers within Reggs. It gives us the opportunity to contribute to change towards a better, healthier and cleaner world, where we can celebrate the abundance of qualitative products.

Why have we chosen to become C2C accredited design consultants?

Reggs has experienced that many professionals have become inspired by the C2C way of thinking. It spark innovation and it touches identified customer needs, two major component in building brands.However, the philosophy is not always that straightforward to implement in day to day work. Designers can play an essential part in this translation, since design is the first step in showing good and human intentions. C2C demands an integral collaboration with different parties within the value chain. With our 10 trained designers with various backgrounds such as brand strategy, concept development, product and graphic designs we can support companies in the transition towards ‘becoming good’.

What we are going to do with the C2C knowledge?

We have chosen to train our designers and build up an in-house knowledge base that we can share with amongst eachother in order to implement the Cradle to Cradle philosophy in our projects. Unfortunately, not all of our clients commit themselves to the required long term vision. We respect that. However when they do so in the near future, we will be ready to support them in C2C design.

For the next coming year, we aim to realise C2C projects for companies that are ready and willing to innovate according to the C2C philosophy. We will use the upcoming weeks do define which companies and projects are suitable for this.


What are the misunderstandings on this subject?

Many people and companies believe that incorporating C2C in their business strategy is expensive. Applying the C2C philosophy in a long term business approach it very often turns out to be exactly the opposite. The well-known cases such as Herman Miller, Steelcase and Desso, show that adopting C2C as a business strategy has not only led to high quality products,  but to pleasure on the work floor and a healthier environment for both employer and consumer. It also led to an increased turnover of sales. C2C can lead to costs reduction or to higher incomes per product due to higher product quality. It stretches the approach on new business models. For example, with a lease model, your company stays owner of the materials. This will prevent you from buying newly sourced materials.

Want to know more?

Please contact one of the C2C design consultants within Reggs:

Joost Jaeger
Claire Teurlings
Jop Timmers
Taco Schmidt
Muriel Leusink
Rik Hegge
Anne van Haeften
Lian van Meerendonk
Leonie van Dorssen