Carbon has a bad name. Businesses, institutions and policymakers have struggled to respond to the idea that if we reduce our carbon emissions and shrink our carbon footprint, we can defeat the ‘carbon enemy.’ But carbon is not the enemy we perceive it to be. What if the world’s cities revered and cultivated carbon as an asset in soil, plants and durable earthbound forms, and reduced carbon as a liability in the atmosphere?
In this series of Sustainable Brands “fireside chats” with William McDonough, the visionary architect and designer discusses the pivotal role of Cradle to Cradle thinking in the marketplace, along with case studies, applications, misconceptions and new developments in the field.
Bill has invited the Sustainable Brands community to join the discussion, to pool our collective creativity and ingenuity to help move the conversation – and implementation – to the next level, so we invite you to submit questions to help us frame each discussion.