Bang and Olufsen has announced a new initiative to improve the sustainability of its products, starting with the Beosound Level speaker which has achieved a “Cradle to Cradle” bronze certification. The company claims the speaker is the first consumer product to meet the standard, which is created and run by the Cradle to Cradle Products Innovation Institute non-profit organization. Bang and Olufsen claims the Level is the first of many products it aims to get Cradle to Cradle certified, saying it is part of a wider goal for the firm to become “a global leader” in sustainability within the consumer technology industry – which it claims is currently unsustainable.