McDonough Innovation
McDonough Innovation is a small Charlottesville-based sustainability consultancy that advises Fortune 500 corporations and governments on Cradle to Cradle Design, circular economy, and the Circular Carbon Economy through keynote speaking, executive advisory, and product certification partnerships.
- Company typePrivate
- Founded1981
- HeadquartersCharlottesville, United States
- Headcount1–10
- GTM typeB2B
- OfferingServices
What McDonough Innovation does
McDonough Innovation, LLC is a Charlottesville, Virginia-based sustainability consultancy founded in 1981 and led by William McDonough. The firm operates as the strategic advisory arm of a broader McDonough organization that includes William McDonough + Partners (architecture) and MBDC (McDonough Braungart Design Chemistry, a Cradle to Cradle Accredited Assessment Body). The company helps governments, Fortune 500 corporations, and international organizations transition from incremental sustainability ("less bad") to regenerative design through proprietary frameworks including Cradle to Cradle Design™, the Circular Carbon Economy, The Five Goods™, and the ICEhouse™ demonstration platform.
Its core deliverables are advisory and speaking engagements rather than software products. Revenue is generated through three streams: strategic advisory services to C-suite executives and government leaders, licensing and certification support with brand partners such as Ralph Lauren and C&A on Cradle to Cradle Certified product development, and keynote presentations at major global forums including the World Economic Forum in Davos, COP climate summits, and Sustainable Brands conferences. The firm monetizes its intellectual property—frameworks, trademarks, and physical demonstration assets (ICEhouse, WonderFrame, ClimateCrete)—through bespoke, quote-based consulting contracts. The go-to-market is founder-led enterprise field sales, leveraging William McDonough's personal brand and a partnership network that includes the Cradle to Cradle Products Innovation Institute, Fashion for Good, Stanford University's Living Archive, and academic partners such as KAUST.
The business is a high-influence, low-headcount consultancy (1-10 employees) with a globally recognized principal. It does not sell technology products, does not operate software platforms, and discloses no revenue. Strategic clients span fashion (Ralph Lauren, C&A), automotive (Ford, Hero MotoCorp), technology (Google), consumer goods (Starbucks, Coca-Cola, Method), industrials (Dow, GE, Shaw Industries), healthcare (UCSF), and government/space (NASA).
McDonough Innovation firmographics
Firmographics- Name
- McDonough Innovation
- Legal name
- McDonough Innovation, LLC
- Website
- https://mcdonough.com
- Company type
- Private
- Founded year
- 1981
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- McDonough Innovation is a small Charlottesville-based sustainability consultancy that advises Fortune 500 corporations and governments on Cradle to Cradle Design, circular economy, and the Circular Carbon Economy through keynote speaking, executive advisory, and product certification partnerships.
- Ownership category
- akta.pro rank
McDonough Innovation industry classification
Industry- Product category
- Sustainability Consulting
- NAICS
- Management Consulting Services (54161)
- SIC
- Services-Management Consulting Services (8742)
- akta.pro primary industry
- Circularity Consulting & Program Management (EPR, Design-for-Circularity, LCA) (EUAIANAH)
- akta.pro secondary industries
- Sustainable & Responsible Supply Chain (ESG, Scope 3) (BPAHAHAM), Strategy & Corporate Development Consulting (BPAHACAA)
Keywords
Where McDonough Innovation is headquartered
LocationHeadquarters
- HQ city
- Charlottesville
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
McDonough Innovation business model
Business model- GTM type
- B2B
- Offering type
- Services
- Cost components
- Personnel, Operations, Marketing or Sales, Technology or R&D
Revenue model
- Strategic Advisory Services: Consulting engagements with corporate executives and government leaders to embed sustainable growth principles into organizational culture and advance progress toward positive vision. Services include keynote speaking, executive coaching, and strategic advisory board roles.
- Licensing and Certification Support: Partnerships with organizations like Ralph Lauren and C&A to support their circular economy transitions and Cradle to Cradle Certified product development.
- Speaking Engagements: Keynote presentations at global forums including World Economic Forum Davos, COP events, Sustainable Brands conferences, and corporate events.
Go-to-market motion1 record
Distribution channels3 records
Marketing channels6 records
McDonough Innovation product offering
Product offeringCore offering
McDonough Innovation provides high-level strategic counsel to enterprises and governments on innovation and continuous improvement, centered on Cradle to Cradle Design™, Circular Economy, and Circular Carbon Economy frameworks. Services include strategic advisory engagements with corporate and government leadership, keynote speaking at major global forums, and partnership-driven product sustainability work (e.g., Cradle to Cradle Certified product development with fashion and consumer brands). The firm monetizes primarily through professional services fees for advisory engagements, supplemented by speaking fees and licensing/certification support work.
Product overview
McDonough Innovation is a values-driven consulting firm that offers advisory services centered on Cradle to Cradle Design, Circular Economy, and Circular Carbon Economy frameworks. The company helps nations and companies embed sustainable growth principles into their culture through strategic consulting (Circular Economy Strategy) and design frameworks (The Five Goods). McDonough Innovation works alongside its sister organizations William McDonough + Partners (architecture firm) and MBDC (Cradle to Cradle assessment body) to deliver comprehensive sustainability solutions. Notable product innovations include ClimateCrete for sustainable concrete and the ICEhouse demonstration structure, which showcase practical applications of circular economy principles.
Differentiator
Problem solved
Functional benefit
Products and services
- Cradle to Cradle Design Consulting
- Circular Economy Strategy
- Circular Carbon Economy Advisory
Quantifiable outcome
- NASA Sustainability Base produces more than twice the energy it consumes annually (approximately 1,400 megawatt-hours excess energy per year)
- +2 more outcomes
Companies that use McDonough Innovation
Customer profileNamed customers10 records
Segments4 records
Ideal customer profiles2 records
McDonough Innovation technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature5 records
McDonough Innovation partnerships and signals
Strategic signalPartnerships
Ten partnerships are on record, tiered core and minor.
- KAUST (King Abdullah University of Science and Technology)coreCollaboration with KAUST professor Jorge Gascon to launch ClimateCrete, revolutionizing concrete production by making local sand aggregates suitable for concrete, ending construction industry's dependency on costly, environmentally damaging sand imports.
- Ralph LaurencoreRalph Lauren partnered with McDonough Innovation on their circular strategy, including commitment to achieving Cradle to Cradle Certified for 5 products by 2025. Collaboration resulted in industry-first Cradle to Cradle Certified Gold cashmere sweater.
- Fashion for GoodcoreFashion for Good is a worldwide laboratory of innovation in Amsterdam, co-founded by William McDonough. Created with initial grant from C&A Foundation. Partners include Cradle to Cradle Products Innovation Institute, Ellen MacArthur Foundation, IDH, Impact Hub Amsterdam, McDonough Innovation, SAC, Plug and Play, C&A, and Kering.
- C&AcorePartnership with European fashion retailer C&A resulted in first Cradle to Cradle Certified GOLD T-shirts and GOLD-level jeans, developed with support from McDonough Innovation and MBDC.
- MBDC (McDonough Braungart Design Chemistry)coreMBDC is a Cradle to Cradle Accredited Assessment Body that assesses products for the Cradle to Cradle Certified Products Program. Founded by William McDonough in 1995, it provides material health assessments essential to the certification process.
- Cradle to Cradle Products Innovation InstitutecoreNon-profit institute established by William McDonough and Michael Braungart in 2010 to manage the Cradle to Cradle Certified Products Program, the standard for safe, circular materials.
- World Economic ForumcoreWilliam McDonough serves as Chair of WEF's Meta-Council on the Circular Economy. ICEhouse assembled annually at Davos since 2016 as meeting place for circular economy discussions. McDonough has attended 19+ consecutive WEF annual meetings.
- StarbucksminorCollaboration with Starbucks on their 'Resource Positive' sustainability goal.
- Hub CultureminorHub Culture commissioned the ICEhouse structure for WEF Davos, supporting the circular economy gathering space concept since 2016.
- SABICminorSABIC supported the special Davos edition of ICEhouse, providing technical materials (durable polymers, aluminum, aerogel) that are returned to industry at end of use cycle.
Scale indicators4 records
Recent moves6 records
Expansion highlights5 records
McDonough Innovation competitors and assessment
Company assessmentDirect peers
- IDEO: Design-driven innovation consultancy that embeds human-centered and sustainable design into enterprise strategy; comparable as a high-profile boutique combining design methodology with C-suite advisory.
- William McDonough + Partners: The architecture firm of William McDonough; sister organization that delivers built-environment projects under the same Cradle to Cradle design philosophy, often co-engaged with McDonough Innovation on the same clients.
- BSR (Business for Social Responsibility): Sustainability consultancy advising global companies on ESG strategy, supply chain, and circular economy; comparable as an enterprise-focused advisory practice in the same buyer category.
- GreenBiz Group: Media and advisory platform for sustainable business, home to the McDonough Conversations series; comparable as a sustainability thought-leadership and advisory network targeting the same corporate audience.
- Cradle to Cradle Products Innovation Institute: Non-profit established by McDonough and Braungart in 2010 to operate the Cradle to Cradle Certified Products Program; complementary to McDonough Innovation's advisory work and the certification backbone for client engagements.
- MBDC (McDonough Braungart Design Chemistry): Co-founded by William McDonough in 1995 as the Cradle to Cradle assessment body; delivers material health assessments and works in tight coordination with McDonough Innovation on certification engagements.
Emerging players
- SystemIQ: Systems-change consultancy focused on circular economy and climate; comparable as a newer, more institutional-grade circular-economy advisory operating in overlapping policy and corporate engagements.
- Metabolic: Amsterdam-based circular economy and sustainability consultancy; comparable as a design-and-systems oriented circular-economy advisor serving corporate and government clients in Europe.
- Futerra: Sustainability communications and strategy agency working with major brands on circularity narratives; comparable as a brand-facing sustainability partner for consumer-facing clients in the McDonough customer set.
Broad incumbents
- Ellen MacArthur Foundation: The leading global circular economy non-profit; comparable as a thought-leadership platform shaping corporate and policy circular-economy strategy, with broader scope and larger team than McDonough Innovation.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks5 records
Key highlights7 records
Customer concentration
McDonough Innovation social profiles
Digital presenceMcDonough Innovation financial estimates
Financial estimateRevenue estimate
Valuation estimate
McDonough Innovation leadership team
Management profileNumber of profiles
Profiles2 records
McDonough Innovation funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
McDonough Innovation M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about McDonough Innovation
What does McDonough Innovation do?
McDonough Innovation provides high-level strategic counsel to enterprises and governments on innovation and continuous improvement, centered on Cradle to Cradle Design™, Circular Economy, and Circular Carbon Economy frameworks. Services include strategic advisory engagements with corporate and government leadership, keynote speaking at major global forums, and partnership-driven product sustainability work (e.g., Cradle to Cradle Certified product development with fashion and consumer brands). The firm monetizes primarily through professional services fees for advisory engagements, supplemented by speaking fees and licensing/certification support work.
Is McDonough Innovation a public or private company?
McDonough Innovation is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was McDonough Innovation founded?
McDonough Innovation was founded in 1981. It employs 1 to 10 people.
Where is McDonough Innovation based?
McDonough Innovation is headquartered in Charlottesville, United States, in the North America region.
How does McDonough Innovation make money?
Three revenue lines are on record. Strategic Advisory Services are the primary driver. The others are licensing and Certification Support and speaking Engagements.
Who are McDonough Innovation's main competitors?
Direct peers on record are IDEO, William McDonough + Partners, BSR (Business for Social Responsibility), GreenBiz Group, Cradle to Cradle Products Innovation Institute and MBDC (McDonough Braungart Design Chemistry). Emerging players are SystemIQ, Metabolic and Futerra. Ellen MacArthur Foundation is listed as a broad incumbent.
Does McDonough Innovation have an API?
No public API is recorded for McDonough Innovation.
What industry is McDonough Innovation in?
McDonough Innovation's product category is Sustainability Consulting. Its primary akta.pro industry code is EUAIANAH, Circularity Consulting & Program Management (EPR, Design-for-Circularity, LCA), with a secondary code of BPAHAHAM, Sustainable & Responsible Supply Chain (ESG, Scope 3). Its NAICS code is 54161 and its SIC code is 8742.