What If Products Had No "End of Life"? | William McDonough on Cradle to Cradle

Products don’t have a life. They have a use. So what happens next?

In this roundtable conversation, William McDonough, Cradle to Cradle pioneer and Co-Founder of the Cradle to Cradle Products Innovation Institute, joins Elwyn Grainger-Jones, Executive Director & CEO of the Cradle to Cradle Products Innovation Institute, Nienke Steen, Director Consumer Products & Textiles, and Ren Decherney, Director Built Environment, to explore what it means to move beyond a product’s “end of life” and start designing for its next use.

From excellence, creativity and storytelling to better materials, economies and systems, the conversation explores how design can move beyond “end of life” towards continued value, reuse and what comes next.

The roundtable also explores the growing importance of product data and transparency, changing expectations around health and sustainability, and the economic opportunities that come with rethinking how products and materials are designed, used and used again.