Cradle to Cradle Founder Addresses PVC’s Future

July 31, 2014

PVC vinyl flooring tileDr. Michael Braungart, scientific director and founder of the Environmental Protection & Encouragement Agency (EPEA) and co-founder of Cradle to Cradle (C2C) design framework, spoke recently at a seminar during the NeoCon Design Expo and Conference in Chicago.

The conference, which was attended by several leading architecture and design professionals, provided a platform for Dr. Braungart to explain the C2C philosophy supporting the circular economy, as well as the importance of transparency in sharing product information, referencing the sustainable practices of many industry leaders.

Dr. Braungart believes strongly in a process of “striving to be more good and not less bad.” “Cradle to Cradle is about inspiration, celebration of the human footprint,” he said. “It’s not minimizing negative impact, nor optimizing existing bad practices. This is a step-by-step journey, which needs solidarity, transparency and commitment from all stakeholders ­– manufacturers, suppliers, consumers – as well as creativity and innovation to design high-quality and eco-eff