William McDonough & Cradle to Cradle in The New York Times

A recent New York Times story focuses on how green is good for business, and references the Cradle to Cradle concepts developed by Bill McDonough and Michael Braungart, as well as quoting them and referencing several clients that have worked with MBDC on product certification. Here’s an excerpt from the article:

As companies move to reduce waste and analyze the components of their products, many are turning to outside consultants for help. Among the most prominent is William McDonough, co-author of a 2002 book called “Cradle to Cradle: Remaking the Way We Make Things.”

He runs a consultancy that evaluates companies’ policies in areas like toxicity, renewable energy, water stewardship and sustainability and awards corporations Cradle to Cradle Certification if they make the necessary changes.

His firm, McDonough Braungart Design Chemistry, has worked with Nike, Herman Miller and Shaw, the world’s largest carpet maker. Herman Miller says that 50 percent of its revenue now comes from products that are Cradle to Cradle-compliant, and it is aiming for 100 percent.

Shaw has collected 300 million pounds of used carpet in the last three years and reused 85 percent of it.

“I’ve never met one C.E.O. who said ‘Give me a toxic product,’ ” Mr. McDonough said. “But they need business models that are effective for them.”

Check out the full article here: http://www.nytimes.com/2010/06/12/business/energy-environment/12sustain.html.