Cradle to Cradle (C2C) is a strategy based on circular systems. Its founders Prof. Michael Braungart and William McDonough believe that all natural resources must be returned into the biological cycle. Unlike other concepts (e.g. carbon footprint), restriction is not part of C2C. Braungart often uses the image of a cherry tree to demonstrate nature´s abundance.
It produces far too much cherries, but still, it works perfectly. The cherry tree therefore doesn´t work effectively. Effectivity is not the answer: Braungart also uses the phrase "be good, not less bad" and the phrase "if you want to travel to Munich, it doesn´t make any sense to travel to Hamburg effectively" which also shows the uselessness of so many other environmental programs and sustainability concepts.
Have a look at William McDonough´s speech at the TED conference in 2007:
You can get more information about C2C at the site of EPEA, Braungart´s research institute in Hamburg: http://epea-hamburg.org/
