Cradle to Cradle
Zukünftig gibt es nur noch zwei Arten von Produkten: Verbrauchsgüter,
die vollständig biologisch abgebaut werden können, und Gebrauchsgüter,
die sich endlos recyclen lassen. Eine ökologisch-industrielle
Revolution steht uns bevor, mit der Natur als Vorbild. Und was die
beiden Fachleute in anschaulicher Weise darbieten, ist keineswegs nur
graue Theorie, sondern das Ergebnis eigener praktischer Erfahrungen:
Michael Braungart und William McDonough erproben seit Jahren mit Firmen
wie Ford, Nike, Unilever und BP erfolgreich die Realisierbarkeit ihrer
Ideen.
Architect William McDonough believes that green design can prevent environmental disaster - while also driving economic growth. He champions “cradle to cradle” design that considers the full life cycle of a product, from its creation with sustainable materials to a recycled afterlife.
MBDC is a consultancy founded in 1995 by William McDonough and Michael Braungart to reorient the design of products, industrial processes and systems to provide financial, environmental and societal benefits.
MBDC has created Cradle to Cradle Design, a leading strategy for business to realize practical and profitable sustainable product development.
This paradigm provides a unique vision, process and tools for optimizing quality and expanding industry leadership. MBDC engages clients at all levels, from materials research and product design to vision and strategy development. Engagements range from presentations introducing cradle-to-cradle principles and benefits, to product assessment and optimization, material and product certifi cation, and industry specific research. MBDC’s clients include some of the largest, most innovative corporations in the world, as well as smaller forward-thinking companies and government agencies.
William McDonough is a world-renowned
architect and designer and winner of three U.S. presidential awards:
the Presidential Award for Sustainable Development (1996), the National
Design Award (2004); and the Presidential Green Chemistry Challenge
Award (2003). Time magazine recognized him as a “Hero for the Planet”
in 1999, stating that “his utopianism is grounded in a unified
philosophy that—in demonstrable and ractical ways—is changing the
design of the world.” A recognized leader in sustainable design and
development, Mr. McDonough writes and speaks extensively on his design
philosophy and practice. His vision of the hopeful, positive and
inspiring possibilities of an environmentally and economically
intelligent future by design has made him a highly sought-after speaker
for a wide range of audiences both internationally and in the U.S.
Michael Braungart is a tenacious, innovative chemist who wants
to leave a big, healthy footprint on this planet. With his roots in
Greenpeace, Braungart started his career confronting corporate
polluters. Although never deviating from his environmental mission, he
shifted towards a more collaborative strategy in the late 1980’s.
Through this initial work, Dr. Braungart developed the concept of the
Intelligent Product System, which became a core element of Cradle to
Cradle Design. During this time of learning, Dr. Braungart founded EPEA
International Umweltforschung, a scientific research institute located
in Hamburg, Germany. He later teamed up with William McDonough to shift
global industry towards the Next Industrial Revolution. Along with his
business activities, Braungart is a professor of Process Engineering at
the University of Lüneburg, where he educates young scientists on
positive ways to eco-effectively transform industry.
» Keine Kommentare
Es gibt bisher noch keine Kommentare.
» Kommentar schreiben
|
Cradle to Cradle Design
