The wisdom of designing Cradle to Cradle

This is an fascinating lecture about how to make design smarter. Does our icecream really do need fifty chemical ingridients to taste good, does a robert duck for children really needs to be produced from potential toxic plastics?

This are all question who McDonough is not only concered with, but solves them "cradle to cradle". But he is not one of this sustainabilty-fanatics who will say: "play with a piece of wood, instead of your shiny plastic toy" but will simply redo the same toy but with l ess toxics. Which is an amazing and potentially better and more down to earth solution than suggesting to go back to play with stone and sticks.

But that all is nothing against his bold suggestion of a town which works sustainable as whole ...