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  • Thursday, October 21, 2010

    Cradle to California: William McDonough

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    American architect McDonough and German chemist Michael Braungart started the Cradle to Cradle revolution in manufacturing and design. Now they want to drive that integrated thinking deeper into the heart of capitalism. How? By creating a startup in Silicon Valley. The Green Products Innovation Institute, which McDonough and Governor Schwarzenegger christened last spring, aims to transform the “making and consumption of things into a regenerative force for the planet.” The institute will certify products to inform consumers and encourage corporations to use cleaner and more sustainable materials and processes. Does the world need another green seal of approval? McDonough says it’s about much more than that. He’s thinking big about architecture, manufacturing and transportation. And with his track record, he has the ear of captains of industry as well as activists including Brad Pitt. Join us for a conversation with one of the leading lights of the sustainability movement.

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