Cradle to Cradle Design nurtures a company's relationship with its customers by helping clients design products that can be perpetually recycled and "reincarnated," leased again and again to a customer base.

For example, computer companies have begun to institute "trade-in" programs, taking obsolete computers from buyers of new machines. This is currently marketed as a waste management service, alleviating the customer's responsibility for handling potentially dangerous, toxic hardware. But MBDC can help companies design products from the beginning to be safely and completely recycled, deriving the best value from materials over many product life cycles and lease terms. Trade-in or leasing programs then support the company's material needs while creating an opportunity for lifetime relationships with customers.