William McDonough and Michael Braungart, co-authors of the landmark sustainable design manifesto “Cradle to Cradle,” will be together at last in San Francisco. Please join me at this momentous occasion and celebration of a world in which growth is good and regenerative for life on Earth.
An Evening with William McDonough & Dr. Michael Braungart
Co-Authors of "Cradle to Cradle"
Thursday, June 9, 2011
5:30 pm Cocktails, Networking, and Dinner
7:00 pm Roundtable moderated by Jared Blumenfeld
8:00 pm VIP Reception in Presidential Suite
888 Howard Street @ 4th
San Francisco, California
Enjoy a gala evening of cocktails, dinner, stimulating conversation, and mingling with fellow leaders. Don't miss this rare intimate moment to talk with two of the founders of sustainable design and help shape the future. We will be toasting the accomplishments of the groundbreaking nonprofit Cradle to Cradle Products Innovation Institute, started a year ago to propel C2C principles into the mainstream and help fuel the Post-Industrial Revolution rooted in ecological design.
On a personal note, the book Cradle to Cradle changed my life in the year 2005. I was reading it sitting in a swimming pool in Los Angeles the day after the Global Green Millennium Awards because the book is actually waterproof. I found myself saying “Yes!” to nearly every page. What if a building were designed like a tree? What if the water coming out of a production plant was cleaner than the water going in? What if we replaced the toxins in products with benevolent substitutes, and health became a top priority. What if we designed products so that they could be separated into two nutrient streams – one natural/compostable and the other technical and infinitely recyclable, or rather upcyclable. In other words, what if there were no more waste as nature intended.
Many companies are reducing energy usage, reducing carbon and more. This is a noble efficiency path focused on being less bad. Ultimately, it seems to be slowing down the inevitable. To achieve the thriving world we dream about, we need a new vision of doing that which is truly good for life on Earth. This is leadership versus management. Effectiveness versus efficiency. Right now, our industrial society is a degenerative one. We can become regenerative by following the design principles of Cradle to Cradle and nature. Nothing short of the future of our species depends on it.
The good news is that Cradle to Cradle is fast becoming a movement! Over 100 products have already been certified as C2C including Method laundry detergent, Herman Miller office chairs, gDiapers, even the US Postal Service box. See the full list of Cradle to Cradle products here. More are being added every day. Cradle to Cradle is a design revolution that is changing the world.
Imagine products made from safe and healthy materials that, at the end of their life, are either transformed into new products or returned to the earth. These same products are manufactured with renewable energy by socially-responsible companies. Now this is a shopping experience I can get behind! Thanks to Cradle to Cradle, this dream is becoming a reality. We look forward to seeing you on June 9th for what promises to be an unforgettable night.