Cradle to Cradle: Optimistic Design [Video]

Cradle to Cradle: Optimistic Design [Video]

“Consider this: all the ants on the planet, taken together, have a biomass greater than that of humans. Ants have been incredibly industrious for millions of years. Yet their productiveness nourishes plants, animals, and soil. Human industry has been in full swing for little over a century, yet it has brought about a decline in almost every ecosystem on the planet. Nature doesn’t have a design problem. People do.” ~ William McDonough

William McDonough is a globally recognized leader in sustainable development – an architect, designer, thought leader and advisor renowned for his vision. In 2002, McDonough and the German chemist Dr. Michael Braungart co-authored “Cradle to Cradle: Remaking the Way We Make Things,” which is widely acknowledged as a seminal text of the sustainability movement. Their latest book, “The Upcycle: Beyond Sustainability–Designing for Abundance,” was released in April 2013. To allow public accessibility to Cradle to Cradle thinking and create a global standard for the development of safe and healthy products, William McDonough and Michael Braungart founded the non-profit Cradle to Cradle Products Innovation Institute in 2009.

In this video, he describes the optimistic paradigm behind Cradle to Cradle. Take the time to watch in full and prepare to be inspired!



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