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The big mistake of environmentalists: Michael Braungart at TEDxAmazonia

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Published on Aug 18, 2011

Michael Braungart -- German chemist who is trying to reinvent the productive model of humanity. Along with the American architect William McDonough (his partner at McDonough Braungart Design Chemistry), wrote the book "Cradle to Cradle", which attempts to design a system in which there is no waste in industrial production. Traditional environmentalist thinking critic, Braungart consults for Ford, Nike and the city of Chicago.

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About TEDx, x = independently organized event

In the spirit of ideas worth spreading, TEDx is a program of local, self-organized events that bring people together to share a TED-like experience. At a TEDx event, TEDTalks video and live speakers combine to spark deep discussion and connection in a small group. These local, self-organized events are branded TEDx, where x = independently organized TED event. The TED Conference provides general guidance for the TEDx program, but individual TEDx events are self-organized. (Subject to certain rules and regulations.)

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