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Cradle to Cradle: Remaking the Way We Make Things Paperback – April 22, 2002
| William McDonough (Author) Find all the books, read about the author, and more. See search results for this author |
| Michael Braungart (Author) Find all the books, read about the author, and more. See search results for this author |
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A manifesto for a radically different philosophy and practice of manufacture and environmentalism
"Reduce, reuse, recycle" urge environmentalists; in other words, do more with less in order to minimize damage. But as this provocative, visionary book argues, this approach perpetuates a one-way, "cradle to grave" manufacturing model that dates to the Industrial Revolution and casts off as much as 90 percent of the materials it uses as waste, much of it toxic. Why not challenge the notion that human industry must inevitably damage the natural world?
In fact, why not take nature itself as our model? A tree produces thousands of blossoms in order to create another tree, yet we do not consider its abundance wasteful but safe, beautiful, and highly effective; hence, "waste equals food" is the first principle the book sets forth. Products might be designed so that, after their useful life, they provide nourishment for something new-either as "biological nutrients" that safely re-enter the environment or as "technical nutrients" that circulate within closed-loop industrial cycles, without being "downcycled" into low-grade uses (as most "recyclables" now are).
Elaborating their principles from experience (re)designing everything from carpeting to corporate campuses, William McDonough and Michael Braungart make an exciting and viable case for change.
- Print length193 pages
- LanguageEnglish
- PublisherNorth Point Press
- Publication dateApril 22, 2002
- Dimensions5.25 x 0.81 x 8.14 inches
- ISBN-100865475873
- ISBN-13978-0865475878
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“Environmentalists too rarely apply the ecological wisdom of life to our problems. 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. 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. This enlightened and enlightening book shows us how--and indeed, that 'God is in the details.' A must for every library and every concerned citizen.” ―Hazel Henderson, author of Building a Win-Win World and Beyond Globalization: Shaping a Sustainable Global Economy
“[McDonough and Braungart's] ideas are bold, imaginative, and deserving of serious attention.” ―Ben Ehrenreich, Mother Jones magazine
“[A] clear, accessible manifesto... the authors' original concepts are an inspiring reminder that humans are capable to much more elegant environmental solutions than the ones we've settled for in the last half-century.” ―Publishers Weekly
“A readable provocative treatise that 'gets outside the box' in a huge way. Timely and inspiring.” ―Kirkus Reviews
“Our planet is alive and the wondrous web of biodiversity provides us with all we need -- clean air, water, soil, and energy, as well as food, medicine, resources. Whatever we do, that's what should be the highest priority for protection and we have to adapt everything else to that end. With this book, McDonough and Braungart open our eyes to the way to genuine sustainability by the study of nature and mimicking her ways. This is a groundbreaking book that should be the Bible for the Second Industrial Revolution.” ―Dr. David Suzuki, Professor Emeritus, University of British Columbia
About the Author
Architect William McDonough is an architect and the founding principal of William McDonough + Partners, an architecture and community design firm based in Charlottesville, Virginia; MBDC, a firm that assists companies in designing profitable and environmentally intelligent solutions; McDonough Innovation, where he is able to advise business and provide targeted ideas and strategic business solutions. A highly regarded speaker and writer, William McDonough’s co-authored Cradle to Cradle: Remaking The Way We Make Things has played an influential role in the sustainability movement. McDonough partnered with Stanford University Libraries in 2012, on a “living archive” of his work and communications. At the 2014 World Economic Forum (WEF) in Switzerland, McDonough participated as a leader, presenter and convener, and made sustainability a primary focus, for the first time at the WEF. In 1999 Time magazine recognized him as a "Hero for the Planet," stating "his utopianism is grounded in a unified philosophy that―in demonstrable and practical ways―is changing the design of the world." In 1996, he received the Presidential Award for Sustainable Development, the highest environmental honor given by United States. Additionally, in 2009, McDonough led the founding of the Cradle to Cradle Products Innovation Institute to donate the Cradle to Cradle Certified™ Products Program to the public. In 2014, William McDonough was appointed by the World Economic Forum to Chair of the Meta-Council on the Circular Economy.
Michael Braungart is a chemist and the founder of the Environmental Protection Encouragement Agency (EPEA) in Hamburg, Germany. Prior to starting EPEA, he was the director of the chemistry section for Greenpeace. Since 1984 he has been lecturing at universities, businesses, and institutions around the world on critical new concepts for ecological chemistry and materials flow management. Dr. Braungart is the recipient of numerous honors, awards, and fellowships from the Heinz Endowment, the W. Alton Jones Foundation, and other organizations.
Product details
- Publisher : North Point Press; 1st edition (April 22, 2002)
- Language : English
- Paperback : 193 pages
- ISBN-10 : 0865475873
- ISBN-13 : 978-0865475878
- Item Weight : 1.23 pounds
- Dimensions : 5.25 x 0.81 x 8.14 inches
- Best Sellers Rank: #41,677 in Books (See Top 100 in Books)
- #41 in Environmental Economics (Books)
- #57 in Ecology (Books)
- #81 in Environmentalism
- Customer Reviews:
About the authors

William McDonough is a globally recognized leader in sustainable development. Born in Tokyo, Japan, on February 20, 1951, Mr. McDonough was first introduced to closed loop material cycles. As an architect, Mr. McDonough's interests and influence range widely, and he works at scales from the global to the molecular. TIME magazine recognized him as a "Hero for the Planet," noting: "His utopianism is grounded in a unified philosophy that--in demonstrable and practical ways--is changing the design of the world." In 1996, Mr. McDonough received the Presidential Award for Sustainable Development, and in 2003 he earned the first U.S. EPA Presidential Green Chemistry Challenge Award for his work with Shaw Industries. In 2004, he received the National Design Award for exemplary achievement in the field of environmental design. Mr. McDonough is the architect of many of the recognized flagships of sustainable design, including the Ford Rouge living roof and truck plant in Dearborn, Michigan; the Adam Joseph Lewis Center for Environmental Studies at Oberlin College; and NASA's "space station on Earth," Sustainability Base, one of the most innovative facilities in the federal portfolio.
Mr. McDonough has written and lectured extensively on design as the first signal of human intention. He was commissioned in 1992 to write The Hannover Principles: Design for Sustainability as guidelines for the City of Hannover's EXPO 2000, still recognized two decades after publication as a touchstone of sustainable design. In 2002, McDonough co-authored Cradle to Cradle: Remaking the Way We Make Things, which is widely acknowledged as a seminal text of the sustainability movement. The Upcycle: Beyond Sustainability--Designing for Abundance, a follow-up book to Cradle to Cradle, was published in 2013. In 2016, Mr. McDonough proposed A New Language For Carbon in Nature magazine that recognizes the element carbon as an asset rather than the enemy. The new language identifies strategies for carbon management and climate change.
Mr. McDonough advises commercial and governmental leaders worldwide through McDonough Innovation. He is also active with William McDonough + Partners, his architecture practice located in Charlottesville, VA, as well as MBDC, the Cradle to Cradle® consulting firm. He co-founded not-for-profit organizations to allow public accessibility to Cradle to Cradle thinking. These include GreenBlue (2000), to convene industry groups around Cradle to Cradle issues, and the Cradle to Cradle Products Innovation Institute (2009), founded at the invitation of California Governor Arnold Schwarzenegger to create a global standard for the development of safe and healthy products. Mr. McDonough also co-founded Make It Right (2006) with Brad Pitt to bring affordable Cradle to Cradle-inspired homes to the New Orleans Lower 9th Ward after Hurricane Katrina. McDonough served as the World Economic Forum’s inaugural Chair of the Meta-Council on the Circular Economy from 2014-2016. He was the recipient of the Fortune Award for Circular Economy Leadership for outstanding contribution to the development of a prosperous and sustainable economy at the 2017 World Economic Forum Annual Meeting in Davos.

Professor Dr. Michael Braungart is founder and scientific CEO of “EPEA Internationale Umweltforschung GmbH” in Hamburg. He is also co-founder and scientific head of “McDonough Braungart Design Chemistry” (MBDC) in Charlottesville, Virginia (USA), and founder and scientific head of the “Hamburger Umweltinstitut” (HUI). These institutes share values embracing intelligent, aesthetic and eco-effective Design.
Braungart studied chemistry and process engineering, amongst others in Konstanz and Darmstadt (Germany). In the 1980s he dedicated his work to the environmental organization Greenpeace. From 1982 on he was active in establishing its chemistry department, which he took over in 1985. In the same year he received his Ph.D. from the University of Hannover’s chemistry department. He founded EPEA in 1987.
Since then he has been involved with research and consultancy for eco-effective Products – i.e. products and production processes that are designed for closed loops and do not harm man or nature, but rather contribute to their well-being. He works together with many organizations and companies from different branches; for instance in a partnership with the Ellen MacArthur Foundation, which has adopted Cradle to Cradle.
Today he holds four academic chairs: at the Rotterdam School of Management of Erasmus University, Leuphana University Lüneburg, University Twente in Enschede and at TU Delft (visiting). In 2013, Braungart was awarded an honorary professorship from TU München in the context of the federal Initiative of Excellence and also received an honorary doctorate from Hasselt University (Belgium).
Mr. Braungart is co-author of the “Hanover Principles of Design: Design for Sustainability”, which served as the development guidelines for the World's Fair in Hannover in 2000. He also co-authored two books with William McDonough: “Cradle to Cradle: Remaking the Way We Make Things” in 2002 and “The Upcycle: Beyond Sustainability – Designing for Abundance” in 2013.
Michael Braungart has received several awards. Among others the “Océ-van-der-Grinten Award” for the development of the Intelligent Product System (IPS) in 1993, the “B.A.U.M. Award” (by a circle of German entrepreneurs who dedicate themselves to environment-friendly processing and management) for his outstanding scientific achievements in 1999, the “Presidential Green Chemistry Challenge Award” from the United States Environmental Protection Agency (EPA) in 2003 and the “Sustainable Entrepreneurship Award (SEA) of Excellence” for his exceptional commitment to the promotion of sustainable entrepreneurship in 2013.
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If you're going to the market to buy some juice. You've got to bring your own bags and you learn to reduce your waste...And if your brother or your sister's got some cool clothes...You could try them on before you buy some more of those...Reuse, we've got to learn to reuse… And if the first two R's don't work out..and if you've got to make some trash...Don't throw it out...Recycle, we've got to learn to recycle…
I think I’ve made my point. The message is everywhere. And as Johnson’s song laid out for us above, the message is clear: Reduce, reuse, recycle. However, as widespread and as this message is becoming one must stop and ask: is it effective? William McDonough and Michael Braungart argue in Cradle to Cradle: Remaking The Way We Make Things that such a design goal is ineffective. Efficient? Yes. Effective? Not quite. They propose that such efforts, which they categorize as “eco-efficient” design, are only a “less bad” version of a poor design methodology that emerged from the industrial revolution. These efforts do not change the way products are designed, rather they seek to mitigate the effects of poor design. As result, they seek a negative goal of zero impact on the environment. The problems associated with this approach are numerous. First, it creates a dichotomy between the environment and industry, with gains to one necessitating a loss to the other (also known as zero sum, see the trend). This leads to conflict and opposing agendas between the two and does very little to reveal how the two may actually be of benefit to one another. Second, as mentioned, it only makes a bad thing, less bad. To reduce something bad or harmful does not negate its impact, but only delays it. As such, these efforts are by definition unsustainable. Third, at best it has a goal of seeking not to degrade the environment and certainly does not consider the possibility that good design may actually improve the environment. So what is the main problem with the design form that emerged from the industrial revolution? Put simply, it was designed to become waste. Or put another way, it was designed with waste in mind. The authors label such design, cradle-to-grave design, as it is purposed from inception to become waste. They suggest that to solve this design dilemma we must rethink our idea of waste, or rather not think of it as a possibility at all. If design is reborn without waste in mind then we will have new products and new systems that bring life and wasteful abundance to its surroundings. If we sow design with new life in mind, our industries and our environment will reap the benefits of this change in design methodology. The author’s point out that nature’s idea of waste or excess actually enriches its surroundings. What if we design products from inception that sought to do the same? What if we learned from nature’s example and designed our systems cradle-to-cradle?
However, this book is not about deprivation; its not about returning to 'Walden Pond' and renouncing growth, innovation, technology, and an advanced (and advancing) civilization. William McDonough and Michael Braungart's articulated vision is that through elegant, effective, integral, and enlightened design, we can fundamentally change the underlying paradigm via which the material objects of civilization are created; that through such a paradigm shift we can abolish *waste* by designing all systems whereby 'waste equals food' in all systems of civilization.
To date, mankind has operated within a design paradigm whereby designers of systems, products, and materials, assumed that we could "throw something AWAY"; and were the forces of time and nature, at those places which they consider to be *AWAY* enough, would prove capable of rendering the undesirable byproducts of our creation and consumption back into a 'natural', safe, and again desirable, state. Such design assumptions may have been viable until the advent of the industrial age, but are no longer valid. Since we discovered how to burn coal, forge steel, concentrate heavy metals, and synthesize plastics, we have been inexorably moving towards this point in time and this crisis.
This book drives home the point that there is no longer any viable *AWAY* towards which mankind might, in place of adequate design, throw away the ever increasing quantities of undesirable byproducts of the 'metabolism' of our civilization. Moreover, the authors point out that these 'metabolites' of civilization are such that there must be a differentiation, and separation, between a 'natural cycle of reuse' (which consists of materials and objects that can be naturally broken down into safe components through time, sunlight, oxidation, etc.) and a 'technical cycle of reuse' (which includes materials and objects which cannot, through being concentrated and/or synthesized by mankind, be safely broken down by natural processes and must therefore be technically reprocessed). It is this very mixing of component cycles that has yielded so much disease and suffering in the world; the dioxins, the mercury levels, the myriad mutagens and toxins now pervading our environment.
This book is not a work of pessimism and "we are doomed" extremism; it is a book filled with an honest faith in Mankind's ability blaze a new path towards the reconciliation, through design excellence, of environmental stewardship and a high technical, and economically vibrant, civilization. However, it is not by any means, a pollyanna of unfounded optimism and the authors pull no punches regarding what's broken, the seriousness of the problems we face, and a path towards recovery.
In closing, this book is tremendously important because it represents a manifesto for a movement to revolutionize design and inspire designers and empower entrepreneurs who see opportunity in the advent of this design paradigm shift. I must say, that it is one of the most encouraging books I have read in recent memory and it has galvanized me into becoming an activist and evangelist of the Cradle-to-Cradle Movement. I hope, and pray, that this book, and the movement that it has spawned, continues to take hold, gains critical mass, and acts to help pull us from the brink of the tragic disaster that we face should we continue as we have to date.
Top reviews from other countries
The first half (yes half) of the book could be condensed to just a few pages. It sets out how bad the current way of doing things is, but is extremely depressing (to the point where you start wondering how any of us are still alive!) and in fact just says the same thing in numerous different ways. I think in the entire first half of the book, there were only actually two positive suggestions of what might be done differently, and these were very brief. One was the turf on the roof concept, so nothing new there.
I would suggest just skipping the first half of the book. In summary, what we do now is less than good.
The second half of the book starts to actually outline what the authors suggest as an alternative and the book does improve. Nonetheless, the vast majority of the offerings are highly conceptual in nature rather than actual practical ideas or things that could be implemented. If we could move to cars that functioned like purifying trees, then great, but anyone can suggest that. Actually suggesting some technology that could do this, now that would be something else.
This book should be compulsory reading for every government and industry leader, as well as a core reading on the design curriculums.
Many common sense solutions to avoiding the use of poison/toxins etc to the benefit not only of our lives, but the planet too.
An update it seems to me is essential.












