In 2002, Cradle-to-Cradle was published, and at the time, the ideas of McDonough and Braungart were considered groundbreaking around the globe. Since then, their ideas have both gained momentum in some areas and lost ground in others. McDonough is quoted as saying: “The stone age did not end because humans ran out of stones. It ended because it was time for a rethink about how we live.”
a. With governments unable or unwilling to do little regarding sustainability and the environment, is the cradle-to-cradle framework a viable way of rethinking how businesses operate around the globe? Why or why not?
b. Defend your response and describe how a company might adopt the cradle-to-cradle framework when doing business.
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