Cradle to Cradle understands people, technology andnature as a chance. The concept provides answers to the most urgent questionsof the current sustainability debate:

Which impacts are caused by our current linear economic system? How can weovercome the “Cradle to Grave“ model in which material flows are formed withoutany conscious consideration of protecting resources and mostly also not consideringthe environment?

Do people have inherentstruggles to change and to remake the way we make things? Can’t we just be goodand beneficial, instead of less bad? Whichopportunities do we have to make a step forward from the linear economy which is leadingto economic volatility and systematic imbalances?

How can we develop circular material flow systems,which create by design positive impacts for the economy, the environment, andhuman culture? How can we decouple economic growth from resource scarcity?

The CircularEconomy powered by Cradle to Cradle is an effective, future orientated andprofitable alternative to a linear economy which is threatened by scarceresources and population growth. Based on the Cradle to Cradle concept, itforms an innovation platform by improving quality and decoupling growth fromprimary raw materials. It is designed to create positive impacts for theeconomy, the environment, and human culture.

The Cradle to Cradle model is inspired by nature andhas a starting point that everything is designed to be a nutrient for somethingelse.

With Cradle to Cradle^®, as in nature, thereis no such thing as waste, no having to do without, no limitations. Usingbiological and technological nutrient cycles, the right materials are broughtto the right place at the right time. The aim of the Cradle to Cradle^®design concept is to improve the quality of products so that they:

- have an improved consumer quality for the user
- pose no health risk for anyone who comes into contact with them
- are of both economic and ecological benefit.

By focusing on customer benefits, the product designensures that at the end of the cycle the material is recovered at high residualvalue for next use.

However,C2C is not only about materials; it equally focuses on acceleratingcost-effective renewable energy and improving organisational resilience throughdiversity. The holistic approach generates added value across theorganisational spectrum.