IIDEX Neocon Canada Environment Keynote: Dr. Michael Braungart

Rethink the green strategy? If you're Dr. Michael Braungart it is important to think beyond just the product or process.

Instead he advocates the need to examine the entire green paradigm to factor the cradle-to-cradle cycle.

His innovative study will create stimulating discussion in how "green" design principals are executed and can create economic, ecological and social value.

Michael Braungart is a German chemist who advocates that humans can have a positive ecological footprint by redesigning systems, which support life.

A former Greenpeace activist who once lived in a tree as protest, he is now a professor of process engineering.

He is behind the influential 2002 bestseller, Cradle to Cradle: Remaking the Way we Think Things, co-authored with William McDonough.

Braungart has helped establish a framework for the next Industrial Revolution, and he works directly with multinationals, such as Nike, Aveda and Shaw Contract, and smaller entrepreneurs to help them reinvent manufacturing processes.

He was instrumental in developing the award-winning compostable fabric line Climatex Lifecycle.