what does 'sustainable' mean to us?

new normal was founded to make contemporary sustainable lifestyle products accessible. In order to assess sustainability we believe that the cradle to cradle principles are the ideal guideline for brands, products and customers to create a circular society. all products and vendors on the marketplace comply with those principles.

material health

The material health category helps to ensure products are made using chemicals that are as safe as possible for humans and the environment by leading designers and product developers through a process of inventorying, assessing and optimizing material chemistries. As a step towards full certification, manufacturers may also earn a separate Material Health Certificate for products that meet Cradle to Cradle Certified™ material health requirements.

material reutilization

The material reutilization category aims to eliminate the concept of waste by helping to ensure products remain in perpetual cycles of use and reuse from one product use cycle to the next.

renewable energy

The renewable energy & carbon management category helps to ensure products are manufactured using renewable energy so that the impact of climate changing greenhouse gases due to the manufacturing of the product is reduced or eliminated.

water stewardship

The water stewardship category helps ensure water is recognized as a valuable resource, watersheds are protected, and clean water is available to people and all other organisms.

social fairness

The aim of this category is to design business operations that honor all people and natural systems affected by the manufacture of a product.