Cradle to Cradle Design is a strategy which uses nature to inspire design decisions. In nature there is no waste. Instead, waste is food for other processes. 

Cradle to Cradle responds to the current Cradle to Grave Design strategy, where products and materials life cycles are linear rather than cyclical. Following use, Cradle to Grave materials all end up in landfills. Cradle to Cradle Design aims to develop and create product cycles which continuously generate biological and technical nutrients for constant use and reuse. 

The Result? Long term environmental improvement and economic profitability. This is done incrementally, acknowledging that nobody is perfect and that improvement is always possible. 

Cradle to Cradle was originally coined by Bill McDonough and Prof. Dr. Michael Braungart in their book, Cradle to Cradle: Remaking the Way We Make Things.