Saving energy, being abstinent, making production processes more efficient and less harmful - these principles of sustainability as we understand them today do not sound very attractive. The cradle to cradle principle, on the other hand, is based on nature: because nature sets the ideal example by producing wastefully.

Cradle to Cradle means that products and production processes must be developed in such a way that waste is no longer a problem. They are not only completely harmless for man and nature: but man is useful with what he does! Products must be produced from nutrients, which support nature and all living beings and afterwards can go into the biosphere or into the technosphere. "Waste" does not exist in this sense, i.e. waste is - as in nature - synonymous with nutrient.

The Cradle to Cradle design concept was developed by Prof. Michael Braungart and William McDonough and paves the way for a new economic system that focuses on innovation, quality and beauty. In the meantime, more than 11,000 products worldwide have already been manufactured according to the Cradle to Cradle principle.