So, when I pulled up the recorded webcast of Monday’s Sustainability Milestone Meeting in Bentonville, Arkansas, I was very interested to see what Mike Duke, who will take over the reigns of the company on February 2nd, had to say about the topic in relationship to the current economic climate.

Of course, this meeting was “star-studded” in a fashion: no Queen Latifah or American Idol winners, but famed architect and cradle-to-cradle proponent William McDonough was the keynote speaker for the event. While I’m always interested to hear what McDonough had to say, Duke was the one to watch at this meeting. The move towards sustainability has been a keystone of the second half of outgoing CEO Lee Scott’s tenure at the helm; would Duke give any indication that he didn’t share his predecessor’s passion for greening the company?

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So, let’s get some issues out of the way. No, McDonough and partner Michael Braungart did not originally conceive of the concept with which they’re most famously associated: as Hunter Lovins notes in the article, “Walter Stahel in Switzerland actually coined the phrase [cradle to cradle] 25 years ago, long before Bill started using it.” McDonough doesn’t live in a “green” house. He’s likely blown some deals with companies like Interface and Nike by demanding too much money, and making unreasonable intellectual property claims. Some of his projects haven’t lived up to the hoopla (if they’ve been finished at all). And, for all I know, he may well be an arrogant, self-serving jerk (I don’t know the man).

With all of that said, though, my primary reaction is “OK… but does any of this really matter?”

No doubt McDonough, like the rest of us, is a flawed human being, and perhaps many of us have been willing to grant him hero status prematurely (we’ve certainly sung his praises numerous times here at sustainablog). I think if we get caught up in the “battle of Bill,” though, we miss the more important issues here: the relevance and importance of cradle to cradle design, the legitimacy of certification processes for “green” products, and the relationship of these concepts to consumption in general.

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