I just finished reading the case study on Cradle-to-Cradle design at Herman Miller and it got me thinking not only about the appeal to the producer to apply these techniques, but also how to control waste throughout the supply chain.
What is the appeal of C2C to a producer like Herman Miller? Clearly, the company was visionary, as they were already planning these steps for the Mirra chair in the early 2000's. We have seen the importance of environmental sustainability become more important to corporations as more strident legislation and public opinion have deemed it necessary. The case doesn't mention a great deal about the cost-benefit analysis of working with "Green" products instead of those on the "Red" or "Orange" list. While corporate responsibility is important, I wonder at what point actual profit must supercede the combined social/environmental externalities. The case does mention some expected "green publicity", which will undoubtedly help sales of the new product.
I also found a recent article about Great Britain's difficulty in achieving adequate decreases in product and packaging waste throughout the supply chain.