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Paper or plastic? Neither, say William McDonough and Michael Braungart. Why settle for the least harmful alternative when we could have something that is better--say, edible grocery bags! In Cradle to Cradle, the authors present a manifesto calling for a new industrial revolution, one that would render both traditional manufacturing and traditional environmentalism obsolete. Recycling, for instance, is actually "downcycling," creating hybrids of biological and technical "nutrients" which are then unrecoverable and unusable. The authors, an architect and a chemist, want to eliminate the concept of waste altogether, while preserving commerce and allowing for human nature. They offer several compelling examples of corporations that are not just doing less harm--they're actually doing some good for the environment and their neighborhoods, and making more money in the process. Cradle to Cradle is a refreshing change from the intractable environmental conflicts that dominate headlines. It's a handbook for 21st-century innovation and should be required reading for business hotshots and environmental activists. --Therese Littleton
Environmentalists are normally the last people to be called shortsighted, yet that's essentially what architect McDonough and chemist Braungart contend in this clarion call for a new kind of ecological consciousness. The authors are partners in an industrial design firm that devises environmentally sound buildings, equipment and products. They argue that conventional, expensive eco-efficiency measures things like recycling or emissions reduction are inadequate for protecting the long-term health of the planet. Our industrial products are simply not designed with environmental safety in mind; there's no way to reclaim the natural resources they use or fully prevent ecosystem damage, and mitigating the damage is at best a stop-gap measure. What the authors propose in this clear, accessible manifesto is a new approach they've dubbed "eco-effectiveness": designing from the ground up for both eco-safety and cost efficiency. They cite examples from their own work, like rooftops covered with soil and plants that serve as natural insulation; nontoxic dyes and fabrics; their current overhaul of Ford's legendary River Rouge factory; and the book itself, which will be printed on a synthetic "paper" that doesn't use trees. Because profitability is a requirement of the designs, the thinking goes, they appeal to business owners and obviate the need for regulatory apparatus. These shimmery visions can sound too good to be true, and the book is sometimes frustratingly short on specifics, particularly when it comes to questions of public policy and the political interests that might oppose widespread implementation of these designs. Still, the authors' original concepts are an inspiring reminder that humans are capable of much more elegant environmental solutions than the ones we've settled for in the last half-century.
Copyright 2002 Cahners Business Information, Inc.
Easy to read with a great understanding of how we need to rethink the products we use.Published 17 days ago by dobrodrummer
Probably the book that positively influenced me the most, and, indeed, it is about positive influence.Published 1 month ago by Piotr Marek Smolnicki
Great work and book but somehow not very captivating to read, maybe something about the writing style.Published 1 month ago by Book Scholar
This book was a recommendation from my Dad, because he does not often read books, I knew it had to be really good, and it was, in essence. Read morePublished 1 month ago by Maci and Zoe Read Books
This is a book I will read and use in my sustainability studies - concepts that everyone should understand.Published 1 month ago by gypsyreader
Well worth the read , even for those of you who are environmentally inclined already , its challenges the way we operate , even the "Greenies" amongst us.Published 3 months ago by Simon from Hong Kong
Life changing book! This book really helped me to understand how everything is connected and that we are truly living in a toxic environment. Read morePublished 3 months ago by Judy Dobberpuhl
Great book, it will make you rethiink how you live your life. Perfect for a book group, will lead to thoughtful, interesting discussions. Read morePublished 3 months ago by M. Licht