This concept of reduction of waste only perpetuates, according to the authors, a way of production that is uni-directional, “from cradle to grave”, conceived during the Industrial Revolution and the system responsible for extraordinary quantities of waste and pollution. The concept of reducing, reusing and recycling, they argue, signifies “to do more with less in order to minimize damage”.Ĭradle to Cradle fights against what we consider normal: the waste created by used products, which are often manufactured with environmentally dangerous and toxic products. architect William McDonough reject the maxim preached for decades by environmentalists- the three Rs: reduce, reuse, recycle.
In Cradle to Cradle, German chemist Michael Braungart and U.S. Production in just one direction (from cradle to grave) should be converted into “eco-effectiveness” (from cradle to cradle: a model that feeds itself, without generating waste nor contamination).Ĭradle to Cradle: Remaking the Way We Make Things explains, through a careful analysis of the production method of goods since the beginning of the Industrial Revolution, that products that can be used to produce something new, once they have ceased to be useful. This enlightened and enlightening book shows us how - and indeed, that 'God is in the details.Cradle to Cradle is a non-fiction work with the tone of a manifesto that calls for the transformation of human industry through “eco-effective” design. This book will give you renewed hope that, indeed, 'it is darkest before the dawn' - Carl Pope, Executive Director of the Sierra Club Achieving the great economic transition to more equitable, ecologically sustainable societies requires nothing less than a design revolution - beyond today's fossilized industrialism. Asking how a cherry tree would design an energy efficient building is only one of the creative 'practices' that McDonough and Braungart spread, like a field of wild flowers, before their readers. * Food Ethics Magazine * It's one of the most thought-provoking books I've ever read - Ellen Macarthur * Daily Express * Environmentalists too rarely apply the ecological wisdom of life to our problems. Stephen Bayley Already embraced by far-thinking manufacturers and governments. The survival of the planet can be re-stated in terms of stimulus, opportunity, challenge and reward.
There's an alternative responsible future persuasively offered by Braungart and McDonough. I'm bored with guilty and technologically illiterate environmental Luddites describing a future of guilt and privation led in caves. The best argument for good science is that it deplores waste. The best argument for good design is that it lasts.
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