The Circular Economy in Practice
- Main Lecture Theatre G12
- Social Sciences, Students, Teaching
The new agenda of environmental sustainability is driving companies to think and behave in new ways and comes against a background of unprecedented advances in technology and rising consumption, with the world facing the twin challenges of climate change and resource depletion. Many economists are responding to this by rethinking the linear way in which the world economy currently operates, which they argue fuels a culture of consumption and creates more waste than is sustainable in the long term.
Stef Kranendijk, will demonstrate how adherence to the principles of a Circular Economy is actually boosting innovation and profits through his leadership in the practice of Cradle to Cradle® manufacturing at Desso.
About Stef Kranendijk:
Stef Kranendijk is Chairman of the European carpet manufacturer Desso which is famed for its new ideas that are reshaping and rebooting the global economy in a dynamic and sustainable way through Cradle to Cradle® design, the central premise of which is that products should be conceived from the very start with intelligent design and the intention that they would eventually be recycled and all waste eliminated.
Based on the real achievements made at Desso, Stef has spoken all over the world on how to reshape everything from product design to supply chain to marketing to realise a completely new business model that promises greater riches within the means of the planet.
In addition to leading Desso since 2007, he is co-owner and partner of Sares Invest BV (since 2004), a growing asset management firm. Stef was formerly President of US based company Stanley Works for Europe, Middle East & Africa (1998-2000). Before that he was 19 years at Procter & Gamble in senior leadership positions, including regional Vice President P&G Central & Eastern Europe (1997-1998), Vice President & General Manager P&G Germany (1994-1997) and General Manager P&G Netherlands (1991-1994).
We are pleased to be welcoming Stef Kranendijk to Birmingham Business School where he will describe how Cradle to Cradle® is boosting innovation and profitability in the short-term while preparing the ground for a better and more resilient business model in the long-term.