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Definition: Cradle to Cradle is a sustainability concept introduced by W.R. Stahel in the 1970s seeking to create production techniques that are not only efficient but also waste free. It entails the idea that all output and input materials could be seen as technological and biological nutrients and thus can be either recycled or reused with no loss of quality (technical nutrients), or composed or consumed (biological nutrients).
The cradle to cradle concept is not focusing on being less bad to the environment but doing more good and producing no pollution at all.