Cradle to cradle

[noun]

Cradle to cradle has emerged as another term for circularity. It is a play on the phrase, “cradle to grave” which suggests a high-waste linear business model. A cradle to cradle model designs out waste, either through the use of biodegradable materials that will return to nature’s cycles, or keeping materials in use in a cycle of use and re-use, optimising original resource use, avoiding waste, and reducing the production of virgin raw materials.

e.g. An increasing number of product designers are combatting waste through cradle to cradle design and production.