The eco-effective future of industry is a world of abundance that celebrates the use and consumption of products and materials that are, in effect, nutritious - as safe, effective, and delightful as a cherry tree.

The problem carbon is that everyone thinks we have an energy problem, we don't. We have plenty of energy. We have a carbon problem. Carbon is a material, so we have a material problem, not an energy problem.

We celebrate the cherry tree not for its efficiency but for its effectiveness - and for its beauty. Its materials are in constant flow, and all those thousands of useless cherry blossoms look gorgeous. Then they fall to the ground and become soil again, so there's no problem

I am working right at both the levels- with the most wealthy clients in the world, but also the poorest. I spend half my time designing for people that have nothing.

All these corporate reports say they want zero carbon. Well that is ridiculous, because you are not telling us what you are, you are telling us what you are not.

If we think about things having multiple lives, cradle to cradle, we could design things that can go back to either nature or back to industry forever.

It would be nice if all that exuberance and abundance was connected to a deep ethos of planetary responsibility.