During production processes materials that are entirely safe for man, plant and animal should be exclusively used. Pollution is strictly prohibited: causing damage to our own kind or nature is definitely not an option. This simple fact is already a revolution in itself, whilst our society claims succes for polluting a little less. Within the business concept of Cradle to Cradle  it is a common value that "Less bad is no good". Within Cradle to Cradle environmentalism could not be defined by polluting a little less. Or in other terms:"sustainability is just the minimum".

Keeping this simple principle in mind the chemical substance of a product should obviously be scrutinized, whilst designing. Damaging elements to nature should be eliminated and replaced by environmentally friendly alternatives. Buying-departments should clarify to their suppliers that supplied raw materials will serve as food for something or someone in the future and therefore should like to see all toxins removed from any supplied substances.