Cradle-to-Cradle (William McDonough and Michael Braungart)

Cradle-to-Cradle (C2C) is a design philosophy developed by William McDonough and Michael Braungart that promotes a circular approach to production and consumption. Unlike the traditional "cradle-to-grave" model, which views products as ending up in landfills, C2C encourages designing products with their entire lifecycle in mind, ensuring they can be reused, recycled, or returned safely to nature. This approach aims to eliminate waste, promote sustainability, and create systems where materials continually regenerate, fostering a healthier environment and economy. It transforms waste into resources, viewing every end as a new beginning.