LONDON, May 28, 2013 /PRNewswire/ --

Awareness of internationally renowned 'circular economy' model set to increase in the UK through new collaboration

The Cradle to Cradle Products Innovation Institute and the Anglo-Dutch EMG CSR Consultancy today announced a new partnership that is set to increase awareness and success of the Cradle to Cradle Certified^[CM] Products Program as the ultimate pathway for companies to make a real social and environmental impact, while simultaneously boosting their business bottom line.

Representatives from both organizations said today they are aiming for their strategic collaboration to help inspire greater uptake of the Cradle to Cradle Certified Products Program in the United Kingdom. The Cradle to Cradle Certified Products Program is one of the most influential circular economy systems applied by product manufacturers and designers to drive innovation and help redefine product quality and beauty.

EMG will provide management and communications support for the Institute in their efforts to help companies effectively position, launch and promote Cradle to Cradle Certified products.

Founder of EMG, Daan Elffers, says: "Businesses in the UK are advancing rapidly in terms of sustainability, and mainstream transition to a circular economy model is a logical next step. More and more companies are realizing that they have a choice to make their products and processes good rather than simply 'less bad' which is exactly what Cradle to Cradle Certified is all about."

In a circular economy model, designers and manufacturers design for reutilization of materials in their products and set up systems for recovery of these materials.

"What makes Cradle to Cradle Certified so meaningful is that it also rewards continuous improvement across four other quality categories: material health, renewable energy and carbon management, water stewardship, and social fairness" adds Elffers. "Effectively, Cradle to Cradle Certified reflects your complete sustainability report, at product level."

EMG's client list includes some of the world's largest and most successful brands, as well as the Dutch carpet manufacturer Desso, with whom the firm has worked since the appointment of Stef Kranendijk as CEO in 2007.

Desso has been recognised by the World Economic Forum as one of the most successful examples of Cradle to Cradle implementation. Recently, Desso's former global head of communications, Zeljka Davis - who structured Desso's Cradle to Cradle communications and engagement strategy - joined EMG to helm the Cambridge office.

President of the Cradle to Cradle Products Innovation Institute, Bridgett Luther, says that the partnership with EMG - which also has an office in London - will be an important step towards generating similar success stories in the UK.

"With consultants certified in Cradle to Cradle since early 2008, EMG was one of our first partners in assisting companies in their strategic positioning and communication, and this new partnership marks another milestone in our long term collaboration."

About EMG:

EMG CSR Consultancy is a boutique sustainability consultancy that specializes in helping companies identify and implement the steps that need to be taken to achieve success from corporate responsibility, and transforming values and ambitions into tangible, profitable results. Through assessment, strategy and implementation, EMG helps companies to be the very best they can be. EMG is the first sustainability management consultancy to be a member of EUROSIF and is also a member of UKSIF. For more information, visit http://www.emg-csr.com

About the Cradle to Cradle Products Innovation Institute:

The Cradle to Cradle Products Innovation Institute is an international non-profit organization co-founded by William McDonough and Michael Braungart to bring about a large-scale transformation in the way we make things. The Institute's mission is to provide a continuous improvement quality program to guide product manufacturers and designers in making safe and healthy products for our world. For more information, visit http://www.c2cCertified.org

SOURCE EMG-CSR