Sustainability is counterproductive and circular economy is an opportunity

Prof. Michael Braungart: Circular Economy as an Opportunity, Not Sustainability

In a compelling interview, Prof. Michael Braungart expresses his unconventional view of the relationship between sustainability and the circular economy. In clear terms, he explains that he believes sustainability is counterproductive, while he sees the circular economy as a real opportunity. His opinion may seem provocative, but it raises important questions that concern our future.

The term 'sustainability' has its origins in forestry, where it is undoubtedly justified. If we want to ensure that our forests are still adorned with the same Majestic Oak, Beech and Birch Trees 1,000 years from now, then sustainability is the right approach. But Prof. Braungart asks whether we really want our desk chairs, our products and our way of life to be the same 1,000 years from now.

His thesis is clear: We should not simply aim to make things sustainable, but rather look for solutions that have a positive impact on the environment and our quality of life. The circular economy offers the opportunity to develop products that are well thought out from start to finish and are not simply discarded after use, but are reintegrated into the production cycle.

Would you like to learn more about Prof. Michael Braungart's inspiring views? Read the full interview, in which he shares his thoughts on sustainability and the potential of the circular economy:

Sustainability is counterproductive and circular economy an opportunity | CHEManager

Let's think together about how we can revolutionize the way we treat our environment to create a better future.