Cradle to cradle: the birth of an ‘upcycling’ vision

Reuse and recycling sit at the very heart of a theory that is gaining increasing credibility in environmental, political and business circles. The so-called ‘cradle-to-cradle’ philosophy allows for growth - while at the same time asserting that this should be ‘good’ growth based on a minimal ecological footprint. Blue-chip multi-nationals such as Nike and Ford Motor Company are already coming up with products inspired by this ideology.

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