Since chemist Michael Braungart wrote the book "Cradle to Cradle" with architect William McDonough in 2002, he has been considered an influential thinker by many across the world. The mindset has been taken over by many companies - including large ones - and some even certify their products cradle-to-cradle. "I want to plead for abundance for all, without us exploiting the earth for it. Innovation is very important." He is interviewed in the October issue of Petrochem. Braungart holds the Academic Chair Cradle to Cradle for Innovation and Quality at RSM.