Cradle to Cradle is a businessconcept in which ecology and economy do not weaken, but  reinforce each other. Cradle to Cradle shows that sustainability, growth and profit are possible simultaneously  Where other environmental concepts propose producing and consuming less, Cradle to Cradle is founded on the idea that a new industrial revolution enables further economic growth.

As the Chief of staff of Ford Motor Company Timothy O'Brien said, after the River Rouge factory in Dearborn Michigan,had undergone a $2 billion makeover, applying the Cradle to Cradle principles: "I have listened to any amount of thinkers and writers on the subject of sustainability as an environmental, social an business succesformula, but after any omount of time most talk exclusively about the environmental component, a few talk about the social component. Almost none of them have figured out a way to make business sense out of sustainability. That is what is so special about William Mc Donnough and  Michael Braungart (the founders of Cradle to Cradle; editor). They are inspiring and think of solutions for problems that businesses face. Cradle to Cradle will effect every form of industry and we are going to make alot of Money on this".

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