I believe that design is a large part of consumption. There are waste products that are recycled. We know about the PET plastics that are turned into garbage cans and fairly rudimentary, cheap products. I think that design needs to be at the table along with science and technology. We buy with our hearts. I sell my products because people like them. It's not because they're recycled.
Definitely, cradle to cradle there's the design portion into that. Also, in making products, when you recycle a product like a plastic bottle, for example, it should be into something that does not have a cheaper competition. We need to look at the properties of the materials that we are recycling and make new products with them, give them properties that nothing else has. That is science and technology research as well. I think we need a lot of research around waste, and design needs to be there to help these scientists, technologists, to discover what it can then become after it's been used.
I think that's what you're talking about, Mike.