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Designing a Sustainable World Through Commerce: Achieving the SDGs Through Cradle to Cradle Design – A Fireside Chat with William McDonough

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In 2002, William McDonough and Michael Braungart launched the design framework known as “Cradle to Cradle” in their seminal book of the same name, challenging the notion that human industry must inevitably damage the natural world. Since then, the ideology has taken root around the world (and McDonough and Braungart took it a step further in 2013’s The Upcycle), and expanded to inform the principles of a circular economy – applicable to all industrial products, services and processes in existence.

As the potential implications of a shift to circular models continues to dominate the business conversation, one of the founders of the ideology has decided it’s time to uplevel the conversation on upcycling.

Join us for a series of Sustainable Brands “fireside chats” with William McDonough, where the visionary architect and designer discusses the pivotal role of Cradle to Cradle thinking in the marketplace, along with case studies, applications, misconceptions and new developments in the field.

Bill has invited the Sustainable Brands community to join the discussion, to pool our collective creativity and ingenuity to help move the conversation – and implementation – to the next level, so we invite you to submit questions to help us frame our next discussion with Bill.

What You Will Learn:

  • The business case for moving from value-based (quantitative) to values-based (qualitative) metrics
  • How the Cradle to Cradle design methodology lays the groundwork for implementation of all 17 of the UN's Sustainable Development Goals
  • A design tool for enabling the Cradle to Cradle design methodology
  • Learn how your support of these companies can help spur growth of local economies, helping also to solve some of the world’s most critical issues.


  • William McDonough, Architect, Designer, Thought Leader and Author, Cradle to Cradle and The Upcycle
View Part 1 of our series of 'fireside chats' with Bill McDonough, Upleveling the 'Circular' Conversation, and sign up for our newsletters to be notified of and participate in the next session.
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