Prof. Michael Braungart, renowned process engineer and co-pioneer of the cradle-to-cradle principle, emphasises the importance of sustainability and quality in the construction industry. As CEO of the Environmental Protection Encouragement Agency Internationale Umweltforschung GmbH in Hamburg, he is committed to eco-friendly construction. Together with architects and designers such as William McDonough, he developed the cradle-to-cradle principle that aims to completely return all materials to the biological cycle.