C2C - Breaking with conventional sustainability concepts by defining chemicals positively

Thursday, July 6, 2017

The scientific paper, written by EPEA CEO Prof. Michael Braungart and Cedric Wintraecken, was published in the 'June - Annual on Sustainability' issue of the Indian Chemical Industry Digest.


Cradle to Cradle (C2C) is a path breaking, out of the box philosophy that virtually eliminates the concept of waste, which may seem unconventional to proponents of the current industrial culture. According to this concept all practices from the end of the pipe treatment to minimizing waste to green chemistry are all flawed, as these end up making things only less bad. Which is not good enough for a world that has to care for current as well as future generations. With real innovation and intelligent product design, the C2C concept says there will be no waste – only nutrients which can conveniently return to the start of the production process.

The article takes up latest developments of the work done by EPEA such as the ‘Healthy Printing Initiative’, launched by EPEA with support of the DOEN Foundation to scale up availability of healthier substances in printed publications and packaging, as well as the “Responsible Use of PVC” which was presented in India to structure and frame conditions for distinction of “Tolerable PVC applications that provide a transitional solution” for PVC that is a problematic material in itself.

The full article can be downloaded here!