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A major new business-led initiative was launched today at the World Economic Forum (WEF), entitled “Project Mainstream”. The project is aimed at scaling up the Circular Economy (CE) and is substantively supported by Cradle to Cradle (C2C) scientific methods developed by Prof. dr. Michael Braungart and his teams at the C2C Chair at Rotterdam School of Management, Erasmus University (RSM) and his scientific institute EPEA.
With this initiative, the WEF, McKinsey & Company and the Ellen MacArthur Foundation call for a new approach to material flows in the Circular Economy. The Circular Economy involves a careful management of materials flows, which in the CE are of two types as described by prof. dr. Michael Braungart: [...]