CRADLE TO CRADLE DESIGN AT

HERMAN MILLER: MOVING

TOWARD ENVIRONMENTAL
SUSTAINABILITY
Case Analysis

Group - 3

Vignesh S 179278034
Ranjith K 179278084
Arun R 179278051
The critical challenge in this case is the decision regarding the use of PVC in the arm pads of the
cradle-to-cradle designed Mirra chair.

First, we will investigate the potential stakeholders of this decision.

Herman Miller and it’s officials - Environmental sustainability is the prime objective of Herman
Miller. Their concern is to successfully implement the C2C approach in design and manufacturing of
Mirra chair.

Suppliers - Due to the use of cradle-to cradle approach in designing the Mirra chair, a lot of new
materials need to be sourced. Suppliers are required to disclose their product configuration.
Changes in the formulation or on many occasions completely new materials are required to be
supplied.

MBDC - Mirra chair is one of the first products designed according to the cradle-to-cradle approach,
the success of this product will determine the future of C2C approach.

The various possible options to resolve the problem are:

a) Search for newer materials which can be effective replacements for PVC and in the
longer run develop new materials which have better performance than PVC and are
cheaper
b) Continue with PVC as the production line has already been designed according to PVC
arm pads. Also the switching cost from PVC to any new material will be high in terms
of revamping the supply chain.

We would recommend the use of the alternate material TUP in place of PVC because of the following
reasons:

a) According to the DeF scorecard 91% of material chemistry by weight falls within the
green and yellow categories. By making only one more material adjustment the
recyclability can be increased to 100%.
b) Perception is a powerful driver in any industry, and the use of PVC in Mirra chair will
be a threat to that image of environmental consciousness that the company has
created for itself so painstakingly.
c) PVC produces toxins during its manufacturing process. This will not only harm their
employee’s health, but also damage the environment.
d) PVC releases toxins in a fire. This makes it a high risk material for office equipment
and furniture
e) Herman Miller has always adopted environmental sustainability as part of its core
value. Since PVC is not environmentally friendly, and against Herman Miller’s
dedication towards sustainable design, it should not use PVC, as it will damage its
brand.

In order to implement the endeavour successfully Herman Millar might face some hurdles which need
to be addressed. First, there might be issues regarding vendors and suppliers. This can be solved by
letting the suppliers know the tangible benefits of the undertaking and educating them about the
benefits of C2C design methodology. Second, the company might face issues in terms of closing the
loop. It will not easy to develop competency to collect the used chairs and dismantle them for reuse.
The company needs to develop a separate mechanism to collect the used chairs and bring them back
to the manufacturing cycle. Third, the company may use TUP for the time being as there is no better
option, but it needs to search for cheaper and more efficient replacements of TUP for future use. They
also need to improve the DeF score by working on other components of the product. At present the
DeF score is 61%.