Cradle to Cradle®

Cradle to Cradle® is a design framework that calls for a shift in thinking about products as doing "less bad" (eco-efficiency) to doing "more good" (eco-effectiveness). The concept, developed by William McDonough and Dr. Michael Braungart in the 1990s, eliminates the concept of waste and instead perceives it as “food” for another product or cycle. Cradle to Cradle® identifies two material cycles: biological and technical.

There are five principles to Cradle to Cradle®:

  • Material Health
  • Material Reutilization
  • Renewable Energy
  • Water Stewardship
  • Social Fairness