Desso was also the first company in the world to have its products certified against the new Cradle to Cradle 3.0 level established in January 2013. Desso has been learning how to move towards the less wasteful economy via its Cradle to Cradle commitment. This embraces a whole new way of looking at doing business in which goods are made out of the most positive materials so they can be recycled in a healthy way at the end of the product’s life. Since 2007, Desso’s market share for carpet tiles increased in Europe from 15% to 25% . Against the backdrop of recession and market contraction, Desso also managed to significantly increase sales of its new DESSO AirMaster® carpet, designed to reduce the damaging effect of airborne particulates indoors. This became the second best performing product in the company’s portfolio and was created when the company was focused on its new C2C goals. In addition to commercial impact, going C2C company-wide has strengthened Desso’s reputation as an innovator and sustainable business. Desso has been profiled in the Financial Times, Harvard Business Review and the Ethical Corporation. In 2012, Desso became one of the first members of the Circular Economy 100, created by the Ellen MacArthur Foundation and Desso CEO Alexander Collot d’Escury will participate in discussions on the circular economy at the World Economic Forum. Watch to learn more.