Hands down, one of the most inspiring and influential duo in my life have been architect William McDonough and chemist Michael Braungart.
Creaters of the Cradle to Cradle design philosophy, they blew me away with their vision of seeing a “world of abundance, not limits”. I am completely drawn to their maverick idea that “design is a signal of intention” and theirs is to shift the current endlessly destructive model to one that “loves all children, of all species, for all time”.
Rather than making humans feel guilty, the C2C concept celebrates human creativity, culture and productivity, integrating nature’s effective design principles with business and the environment.
Scoffing at the traditional “reduce, reuse, recycle” mantra as just a “downcycling” spiral, C2C design focuses on making products such that they enter either the “technical” or “biological” nutrient cycle once their life is over. This way they can be completely used in another avatar rather than ending up in landfills.
In other words, the goal is to eliminate waste completely and turn it into food. This is “eco-effectiveness” as opposed to the herd mentality of “eco-efficiency”.