DIF Studio Safe & Circular: Cradle to Cradle Design™ for the Circular Economy

  • Speakers:
  • William McDonough

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  • Details About the session
  • Speakers Info about who's talking

Can products be made with healthy materials, be designed for circularity, use clean energy and water while treating all people with grace and dignity? While it may sound like an ambitious daydream to some, join McDonough as he shares how all of these goals can be achieved by embracing Cradle to Cradle Design™ in the search for "The Five Goods."

Cradle to Cradle Design encourages us to step back from the routines of daily problem-solving and rethink the frame conditions which shape our designs. As a design framework, Cradle to Cradle makes sure “goods” truly are good. This session will explore Cradle to Cradle Design’s role in a Safe and Circular Economy and how "The Five Goods" approach to Good Materials, Good Economy, Good Energy, Good Water and Good Lives can transform design.

McDonough will describe how applying this approach to molecules, products, buildings, landscapes, cities, eco-systems and even global crises such as ocean plastics can productively transform design decisions.

This is an abbreviated version of an interview that took place on November 20th. Want to watch the conversation in full? Watch it here:


William McDonough

William McDonough

Principal, McDonough Innovation

A globally recognised leader in sustainable design, William McDonough advises world leaders through his company McDonough Innovation and leads the architectural firm William McDonough + Partners as well as MBDC, developers and assessors of products for Cradle to Cradle Certification™. McDonough has written and lectured extensively on design as the first signal of human intention. He co-authored Cradle to Cradle: Remaking the Way We Make Things (2002) and the follow up, The Upcycle: Beyond Sustainability—Designing for Abundance (2013).


Joe Murphy

Joe Murphy

CE100 Network Manager

Joe manages the CE100 Business Network at the Ellen MacArthur Foundation. He is the point of contact for all members, but also runs the hard yards to connect members with one another, and the new ideas that will accelerate their transition to new circular business models.

Previously, Joe has helped grow social enterprises working in Education and has held commercial roles for tech, telco and financial services companies. He splits his time between the Isle of Wight and London, enjoys an adventure and when he has the time, and likes to design and make things and spaces.

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