Cradle to Cradle and AGC

C2C is the brainchild of German chemist Michael Braungart and American architect William McDonough. Together, they developed a programme called McDonough Braungart Design Chemistry (MBDC), challenging the business community, the authorities, academia, builders and designers to design products, buildings and houses more intelligently by optimising the use of production processes that make a positive contribution to their environment (for example, energy generation and air pollution reduction).