Prof. Dr. Michael Braungart
Saving energy, being abstemious, making production processes more efficient and less harmful – these current principles of sustainability do not sound particularly attractive to Prof. Dr. Michael Braungart; they lack real innovation, positivity and effectiveness.
Cradle to Cradle is different: products and production processes designed through its principles are healthy and even beneficial to both humans and nature. Products function in material flows so that there are only useful resources, or a better: nutrients. This approach paves the way to a new economic system for which, innovation, positivity, quality and creativity are key. That this can work, show hundreds of products that have been developed according to this principle.
Nature is for Cradle to Cradle a source of inspiration and shows us how we can increase our positive footprint and celebrate life.