Waste = Food (the Cradle to Cradle design concept)

German chemist, Michael Braungart, and American designer-architect William McDonough are fundamentally changing the way we produce and build. If waste would become food for the biosphere or the technosphere (all the technical products we make), produc­tion and consumption could become beneficial for the planet. A design and production concept that they call Cradle to Cradle. A concept that is seen as the next industrial revolution. • Design every product in such a way that at the end of its lifecycle the component materials become a new resource. • Design buildings in such a way that they produce energy and become a friend to the environment. Large companies like Ford and Nike are working with McDonough and Braun­gart to change their production facilities and their products. They realize that economically seen waste is destruction of capital. You make something with no value. An amazing story that will change your way of thinking about production and consumption. 50 min. Source page here.