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This case study has a slightly different format to the others in the SEE Library, as it is drawn from the first SEE Policy Booklet: Integrating Design into Regional Innovation Policy (November 2009).

In recent years sustainable procurement demands have significantly increased and the office furniture sector has found itself under scrutiny regarding the environmental performance of its products. In Wales, the furniture manufacturer Orangebox was looking to optimise its production in order to meet these demands, an objective that was achieved by adopting Cradle to Cradle (C2C) standards. C2C is a holistic approach to product and systems development aimed at efficient and waste-free results. This certification-oriented approach assists companies in developing products that can be perpetually recycled and ‘reincarnated’, a goal obtained through the analysis and replacement of chemical materials used in the product and production process. Orangebox obtained C2C accreditation for its Ara Task Chair, after demonstrating a prolonged-life product and a system that ensures recyclability at the end of the life cycle. The company was encouraged to take up this process by the Ecodesign Centre, an organisation that works to enable industry to implement effective ecodesign in Wales.

The European Commission has emphasised the imperative of capitalising on Europe’s competitive advantages, particularly lead markets, and within that eco-innovation and sustainability, including recycling, renewable energies, sustainable construction and sustainable consumption. D-G Enterprise and Industry has stated that ‘these markets are highly innovative, respond to customers’ needs and depend more than other markets on the creation of favourable framework conditions through public policy measures'.[1] In this context sustainability refers not only to a product, service or system’s life cycle and its ability to endure through time, but also a strategic long-term approach to the future.

The Commission Communication Reviewing Community innovation policy in a changing world has further stressed that lead markets, eco-innovation and sustainability enable European industries to ‘position themselves at the upper end of the global value chain, making Europe the world market leader in energy and resource efficient products and technologies and equipping us with the means needed for global action'.[2] Achieving regional commitment to a sustainable, innovation-friendly society requires collaboration between the public and private sectors: businesses need to demonstrate their corporate social responsibility and regional governments need to play a lead role in creating demand for sustainable innovation through the procurement process and promoting resource efficient products and services. The Commission has stated that public authorities can facilitate industry-led innovation in lead markets by creating the conditions for a successful market uptake of innovative products and services in areas such as e-health, eco-innovation and eco-construction.[3] When considering policy intervention in lead markets, design is increasingly emerging as the crucial interface between sustainability and innovation practice.

For more information on this case study see MBDC Cradle to Cradle Certification: http://www.c2ccertified.com/

For more information on Cradle to Cradle Accreditation for office furniture see the presentation by Serena Borghero at the second SEE thematic workshop in Copenhagen