How can true sustainability be achieved? In a conversation with Albin Kälin (founder of EPEA Switzerland, author of 'From Rebel to Radical Innovator'), the focus is on the transition from linear thinking 'Cradle to Grave' to true cycles 'Cradle to Cradle'—triggered by the principle 'Waste = Food'—and how material health, chemical formulations, and clear corporate practices enable products without end-of-life waste, with concrete cases including the Migros M-Check and an honest look at Switzerland.
He shows us
- 'Waste equals food' as a turning point: design products so that no waste is produced at the end.
- Linear is not enough: 'Cradle to Grave' becomes 'Cradle to Cradle'—mountains of waste can only disappear through radical innovation.
- Material health as a system: non-toxic chemistry, suitable raw materials, clean formulations—consistently implemented in practice.
- Switzerland in a reality check: 3rd place in waste per capita and world champion in incineration—at the same time strong beacons and orientation.
