I was delighted to attend the Ellen MacArthur Foundation 10+1 event in Bradford at the end of November. Professor Michael Braungart gave a very interesting and stimulating lecture on his Waste = Food, Cradle-to-Cradle approach. He raised a number of interesting points and relevant challenges to the way we think about business and the economy. To set the ball rolling he challenged the use of the 'S' word. Braungart has serious concerns around the limitations of the term 'sustainability' and the thinking it promotes. Should we be aiming for just sustainable, being less bad, or should we be looking further? As an amusing aside, he considered the state of a personal and intimate relationship if it were to be described as 'sustainable'; a relationship in this condition he offered, would probably gain his sympathy.
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