Complimentary Webinar

The New Language of Carbon A Fireside Chat with William McDonough

Tuesday, February 7, 2017
10:00am-11:00am Pacific Time

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.

What You Will Learn:
In this, the fourth in our series of "fireside chats," Bill will:

  • share the strategy behind his new language for the element carbon, which recognizes the material and quality of carbon so that we can imagine and implement new ways forward
  • explore the differences between “linear flow” in conventional urban development and “circular flow” in Cradle to Cradle® Urban Planning
  • lay the land for how this new language fits into carbon-management strategies in a circular economy, Cradle to Cradle design, and beyond.

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About The Speakers

A globally recognized leader in sustainable development, William McDonough is Chair of the World Economic Forum's Meta-Council on the Circular Economy. Time magazine called him a "Hero for the Planet," noting: "His utopianism is grounded in a unified philosophy that — in demonstrable and practical ways — is changing the design of the world."

McDonough has written and lectured extensively on design as the first signal of human intention. He was commissioned in 1992 to write The Hannover Principles: Design for Sustainability as guidelines for the City of Hannover's EXPO 2000, still recognized as a touchstone of sustainable design. In 2002, McDonough and Michael Braungart co-authored Cradle to Cradle: Remaking the Way We Make Things, widely acknowledged as a seminal text of the sustainability movement. Their latest book, The Upcycle: Beyond Sustainability — Designing for Abundance was released in 2013.

McDonough advises commercial and governmental leaders worldwide through McDonough Innovation. He is also active with his architecture firm, William McDonough + Partners; as well as MBDC, the Cradle to Cradle® consulting firm co-founded with Braungart. Together they also co-founded two not-for-profit organizations to allow public accessibility to Cradle to Cradle thinking: GreenBlue and the Cradle to Cradle Products Innovation Institute.

In 2012, McDonough was invited to become the subject of Stanford University Libraries' first "living archive," a real-time collection of his work.

Listen to the first three webinars in our series:


This webinar has ended.

Thank you for your interest in this special Sustainable Brands webinar. Recorded webinars are always available after the live webinar in SB Library.