Cradle to Cradle (C2C) Design radically rethinks product design around three key ideas: (1) that everything is a resource for something else; (2) that the environment sustains life; and (3) that economies thrive with fairness and diversity. C2C is thus about moving away from our linear economy where we take resources, make products and dispose of waste, to a circular economy where we take used resources, remake them and restore our environment to one that sustains life and natural resources.

Bill introduced “The Five Goods” framework that businesses can apply to transform product design and manufacturing across our industries:

1. Good Materials – safe, healthy, biological and technical nutrients
2. Good Economy – circular, sharing and shared
3. Good Energy – clean and renewable
4. Good Water – clean and available
5. Good Lives – safe and dignified

In applying this approach, Bill says we should strive to do things well and be efficient in how we use materials and resources – reduce, avoid, minimize, reuse and recycle. By doing the right things well we aim for “good”, instead of the same things in a way that is less “bad”. We don’t just want a less unsafe, unhealthy and unjust world, with less polluted air, soil, water and power. This paradigm is economically driven and unsustainable. We want and need a better world that is diverse, safe, healthy, with clean air, soil, water and power that are equitably enjoyed.

Examples of C2C products can be found across the consumer industries, including C&A’s Bio Cotton t-shirt and jeans, HermanMiller’s Mirra and Aeron chairs, Henry Rose’s perfume, L’Oréal’s Biolage shampoo and conditioner.

During his visit to Fung Group, Bill also met with both Victor and William Fung, as well as with the senior team at Cobalt, to explore applications in our sectors.

For more information on Bill and his transformational Cradle to Cradle work, you can visit his website.