Cradle to Cradle: remaking the way we make things

Cradle to Cradle is a manifesto co-written by William McDonough and german chemist Michael Braungart advocating the alteration of human industry based on ecologically intelligent design. The duo claim that the current conflict between industry and environment is a unnecessary consequent of opportunistic day-to-day based design, a repercussion of the industrial revolution. Stating that today our understanding of the living earth has culminated to a plateau in which we are able to let go of these outdated structures limiting the cooperation of ecology and design.

C2C is a subsection of MBDC - Michael Braungart Design Chemistry, Cradle to Cradle™ Design's approach to sustainability models human industry on the biological metabolisms of ecosystems, developing what is seen as an equally effective technological metabolism. The firm offers innovative strategies for business to realise sustainable product design.

The MBDC also offers a Cradle to Cradle™ Certification program which evaluates and certifies products which have a positive effect on the environment, human health and social equity.

While these two practice may not have a direct connection, there is an an underlining affirmation that production, be it artistic or business based, need not be dislocated from preexisting natural relations. Both deal with re-evaluating the way we see a particular 'field' (again artistic or business) as working and attempt to re-form these pre-concieved (notably the RA model in terms of 'tending') structures into something expansive and communicative rather than closed and perpetual.