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Prof. Dr. Michael Braungart

Prof. Dr. Michael Braungart is a German Chemist who, together with William McDonough, wrote the impressive book: 'Cradle to Cradle: Remaking the Way We Make Things'. They called upon the world to transform the human industry by ecological intelligent design, a new industrial revolution.

He was given the title extraordinary professor Cradle to cradle by the foundation Rotterdams Sustainability Initiative, this in relation to sustainable system innovations and transitions in theory and practice. This Chair is established at Faculty of Social Sciences at the Dutch Research Institute For Transitions (DRIFT). Also, is Michael Braungart the scientific director of EPEA International Umweltforschung GmbH, founded in 1987. In addition, he is co-founder of Hamburger Umwelt Insitute (HUI) in 1989.
 
Michael Braungart has designed a number of tools for eco-effective products and organizational systems. From his vision of Cradle to Cradle he he changed the meaning of recycling into downcycling en he is pro upcycling; a way in which no quality characteristics of the material is lost. He supports the term eco-effectiveness, environmental intelligent lifecycles or e-design.
 
Michael Braungart graduated in 1985 from Chemistry at the University of Hannover. After this, he became active at Greenpeace and out of protest he started living in a tree. Michael Braungart was as co-author of 'Cradle to Cradle: Remaking the Way We Make Things' also co-author of 'Hannover Principles of Design: Design for Sustainability' which was used as  a guide for development for the world exposition in Hannover of 2002.
 

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