Recently, criticism has been advanced on the fact that McDonough and Braungart keep C2C consultancy and certification in their inner circle. The authors argue that this lack of competition prevents the model fulfilling its potential. They plea for a Public Private Partnership overseeing the C2C concept, thus enabling competition and growth of practical applications and services.

Experts in the field of environment protection have questioned the practicability of the concept. Friedrich Schmidt-Bleek, head of the German Wuppertal Institute called his assertion, that the “old” environmental movement had hindered innovation with its pessimist approach “pseudo-psychological humbug”.

I can feel very nice on Michael’s seat covers in the airplane. Nevertheless I am still waiting for a detailed proposal for a design of the other 99.99 percent of the Airbus 380 after his principles.

Schmidt-Bleek believes it to be completely out of the question that the concept can be realized on a bigger scale.

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