5.30.2005 ET

(CSRwire) MEDIA ADVISORY

In a world in which increasing attention is being paid to the impact business activities have on the health of our communities and our biosphere, Cradle to Cradle Design is being embraced as a powerful new framework for thinking about how we can build more beautiful products and a healthier bottom line, while having a fully beneficial impact on the world around us. Here's an opportunity for businesses to learn how to incorporate Cradle to Cradle into their processes and product designs and to become part of the community that is creating the next industrial revolution.

What:
Cradle to Cradle Design & Intelligent Materials Pooling in Practice: An in-depth workshop with Dr. Michael Braungart and special guest speaker Dr. Peter Senge

Who:
Prof. Dr. Michael Braungart is a world-renowned chemist and business leader, and co-designer, with Bill McDonough, of the Cradle to Cradle Design and Intelligent Materials Pooling frameworks. Dr. Braungart has developed tools to aid the design of eco-effective products and business systems, and has worked with a multitude of organizations and companies in a range of industries to help them do so.

Dr. Peter M. Senge is a Senior Lecturer at MIT and the author of the widely acclaimed book, The Fifth Discipline: The Art and Practice of The Learning Organization, which Harvard Business Review identified as one of the seminal management books of the past 75 years. Dr. Senge has been listed as one of the top 25 most influential business thinkers in the past 100 years.

Where:
SRI International, 333 Ravenswood Avenue, Menlo Park, CA, 94025-3493

When:
June 6 - 7, 2005

Sponsor: Business & Sustainability Group, in collaboration with McDonough Braungart Design Chemistry, Society for Organizational Learning, Rocky Mountain Institute and others

Media Contact:
KoAnn Vikoren Skrzyniarz
Email: koann@sustainablelifemedia.com
Tel: (650) 344-9693
URL: www.globalcommunity.org/business/braungart.shtml

For more information please contact: