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Cradle to Cradle: Remaking the Way We Make Things Paperback – April 22, 2002

4.6 4.6 out of 5 stars 1,630 ratings

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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.

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Editorial Reviews

Amazon.com Review

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

From Publishers Weekly

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.

Product details

  • Publisher ‏ : ‎ North Point Press; First Edition (April 22, 2002)
  • Language ‏ : ‎ English
  • Paperback ‏ : ‎ 193 pages
  • ISBN-10 ‏ : ‎ 0865475873
  • ISBN-13 ‏ : ‎ 978-0865475878
  • Item Weight ‏ : ‎ 1.2 pounds
  • Dimensions ‏ : ‎ 5.05 x 0.7 x 7.95 inches
  • Customer Reviews:
    4.6 4.6 out of 5 stars 1,630 ratings

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4.6 out of 5 stars
1,630 global ratings

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Customers say

Customers find the book an enjoyable and fascinating read with inspiring concepts and case studies. They appreciate the sustainable point of view and new ways of thinking developed in the book. The waterproof material, recycled content, and special synthetic paper are also praised. Many consider it an eye-opening historical documentary on the progress of technology. However, some readers feel the book is rather heavy compared to normal books its size.

AI-generated from the text of customer reviews

137 customers mention "Readability"122 positive15 negative

Customers find the book easy to read and engaging. They appreciate the simple yet effective message about the need for change. The book is made of recyclable materials, making it suitable for reading in the bath.

"...The book itself is a very easy read, one that is informative to all educational levels...." Read more

"...And as Johnson’s song laid out for us above, the message is clear: Reduce, reuse, recycle...." Read more

"...All in all, a fine book--a book you will want to see, smell and touch...." Read more

"Absolutely love this book! It's a paradigm-shifter. I first read it years ago when it was first released, and it blew my mind. It still does...." Read more

119 customers mention "Inspiration"113 positive6 negative

Customers find the book inspiring with its concepts and case studies. It helps them develop new ways of thinking about sustainability and design. They describe it as an eye-opener to sustainability and design, providing a better insight into what we can do to overcome challenges. The authors present ideas that can help save ecosystems on our planet.

"...All in all this book presents the idea of intelligent design, where the world should not see valuable raw materials sent to their graves through the..." Read more

"The book is a well-argued manifesto on why and how we need to change our core philosophy of how we design products...." Read more

"...-by-step processes, the book offers a fresh perspective and a new way of thinking. It's a fantastic introduction to the topic of sustainability...." Read more

"...Cradle to Cradle is an important book which condemns current practices while stimulating one's imagination and hope for the future...." Read more

54 customers mention "Sustainability"52 positive2 negative

Customers appreciate the book's sustainability. They mention it's the essence of sustainability, reusing, reducing, and recycling. The book gives hope for a sustainable business model for post-industrial times. It contains no toxins, biodegrades, and serves as nutrition for soil. Readers describe it as innovative, environmentally friendly, and forward-looking.

"Reuse, reduce, recycle, has been societies' motto for dealing with environmental problems. However, as it is well known, it has not helped...." Read more

"...as Johnson’s song laid out for us above, the message is clear: Reduce, reuse, recycle...." Read more

"...It's a fantastic introduction to the topic of sustainability. If you're interested in sustainability, this book is a must-read." Read more

"...towards the reconciliation, through design excellence, of environmental stewardship and a high technical, and economically vibrant, civilization...." Read more

14 customers mention "Paper content"10 positive4 negative

Customers appreciate the book's paper content. They mention it's printed on recycled material, recycled plastic, and a special synthetic paper that is waterproof and can be recycled indefinitely. The book is also printed with soy-based, washable ink on 100% recyclable and re-useable material.

"...The book itself puts their theories to use. It is created with a special synthetic paper that is waterproof and can be recycled indefinitely for the..." Read more

"...The authors walk the talk by using a non-paper substance for the book's pages that outlast the pages of paper books and can be recycled into other..." Read more

"...aspect of this book is the fact that it is a Durabook, printed on recyclable plastic "paper" that saves trees and results in waterproof..." Read more

"...This book is printed on actual 100% recyclable material, and its waterproof to boot...bonus. A very enjoyable read, I highly recommend it." Read more

14 customers mention "Waterproof material"14 positive0 negative

Customers appreciate the waterproof material. They find it convenient and recyclable.

"...It is created with a special synthetic paper that is waterproof and can be recycled indefinitely for the creation of other books, thus reducing..." Read more

"...Take this book to the beach; it's waterproof!..." Read more

"...recyclable plastic "paper" that saves trees and results in waterproof pages so that you can quite literally take this book anywhere you go...." Read more

"...- even physically, as it is made from a durable material that is waterproof and smudgeproof, and better for the environment than typical paper...." Read more

9 customers mention "Interest"7 positive2 negative

Customers find the book interesting and eye-opening. They describe it as a dramatic historical documentary on the progress of technology.

"...The authors do a great job of alarming the reader through anecdotes, stories, and descriptions of all the junk we manage to produce, consume, and..." Read more

"An eye-opening historical documentary on the progress of technology, and how we underestimated its impact on the environment...." Read more

"I love this book, the history it imparts, the analysis of our current way of thinking and doing, and the presentation of an approach..." Read more

"...The message is strong but it lacks in a very special way...." Read more

8 customers mention "Value for money"8 positive0 negative

Customers appreciate the book's value for money. They find it informative and a worthwhile investment of 20 minutes.

"...of environmental stewardship and a high technical, and economically vibrant, civilization...." Read more

"...solutions to environmental issues, and ultimately better, less expensive products...." Read more

"...It works and those companies who have gone that route have saved money and improved the environment around them...." Read more

"..."TED" and put "Cradle to Cradle" in the search box, a great investment of 20 minutes." Read more

9 customers mention "Weight"2 positive7 negative

Customers dislike the book's weight. They mention it's rather heavy compared to normal books its size.

"...because it is made from the synthetic material, it is quite a heavy book for its size...." Read more

"...The first thing you notice is that this book is rather heavy compared to normal books its size...." Read more

"...such is claimed: it is simply too limited in scope, and produces a super-heavy book with translucent pages that barely keep one from reading the..." Read more

"...will immediately notice the difference when you hold the book, feel the weight and how the pages are obviously unique then read about the philosophy..." Read more

Sustainability Staple
5 out of 5 stars
Sustainability Staple
Arrived quickly and safely. Book came in the condition it was described as. I love buying used and felt even better when it arrived in a minimal packaging envelope.I've read segments of this book, excited to finally read it in its entirety. This book is a staple of sustainability literature, especially for product designers. Give it a read!
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Top reviews from the United States

  • Reviewed in the United States on December 13, 2009
    Reuse, reduce, recycle, has been societies' motto for dealing with environmental problems. However, as it is well known, it has not helped. Authors McDonough and Braungart present a new theory behind this. They tell us to reconsider the radle to cradle motif in life, where products turn to trash as soon as they are manufactured, to a cradle to cradle life. This means that when a product is created it will not end up in a landfill, or incinerator, but rather they will return to the cradle from which they were once made, only to be reused again, and again.

    According to McDonough and Brungart , about 90% of the materials created in the USA will become obsolete right after they are manufactured. These products, such as plastic bottles, or styrofoam, will not degrade and will only keep adding to the already overwhelmingly large toxic landscape created by consumer goods. Because the earth is not able to safely absorb the toxic wastes, the authors encourage us to create products that are not only biodegradable but also work as nutrients that benefit the earth's different systems. For example, hydrogen powered cars will be extremely beneficial relative to our current transportation system. Their emissions will go from being CO2, to H2O.

    The book itself puts their theories to use. It is created with a special synthetic paper that is waterproof and can be recycled indefinitely for the creation of other books, thus reducing deforestation, along with other factors associated with the recycling of paper.

    Also, the authors refer to two main ways of life: downcyling, which presents what would happen if the problem is not fixed, and upcycling, which would reuse every single material, therefore not allowing it to turned into another toxic waste pile. They want to revolutionize the entire design of products, so that from the very beginning each material used will be utilized in ca clean manner and be able to be reused continuously. They pose the problem that many industries do not want to go back to the drawing board because of the massive amount of expense that would cause.

    The book itself is a very easy read, one that is informative to all educational levels. The only negative aspect that I can think of is its weight, because it is made from the synthetic material, it is quite a heavy book for its size.

    All in all this book presents the idea of intelligent design, where the world should not see valuable raw materials sent to their graves through the use of ill design and manufacturing, but rather have them be intelligently created for an everlasting product thus making waste virtually nonexistent.
    One person found this helpful
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  • Reviewed in the United States on April 11, 2014
    A new trend is beginning to emerge and its presence increasingly felt in our everyday lives. Let me offer an example: As you take a stroll through your neighborhood you are likely to see not just one container, but two lining the curbs of the street. To many, their existence resembles progress and an increased responsibility in the way we interact with our environment. In fact, to own and use a recycling bin (yes, you likely already guessed it) in some ways has progressed to an object of pride or a display of consumer responsibility. However, it’s early and you take little notice of them as they have become quite commonplace in your neighborhood. You continue your walk and pass a couple wearing matching slip-on shoes, which you recognize from an advertisement as being made of recycled rubber and various other recycled materials. In addition, they are each carrying a cotton grocery bag which they intentionally bring and reuse every time they make such a trip to the store. You head back down your street (feeling slightly guilty after the couple passed you and wondering if you shouldn’t also be using such a bag) and arrive back at your residence. You reach down and pick up the newspaper (made of recycled paper) just as your neighbor pulls into their driveway, windows down and music playing. You recognize the soothing voice of Jack Johnson and strain your ears to listen more closely:

    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?
    One person found this helpful
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  • Reviewed in the United States on March 13, 2009
    The book is a well-argued manifesto on why and how we need to change our core philosophy of how we design products.

    The first thing you notice is that this book is rather heavy compared to normal books its size. This is explained by the authors trying to live their philosophy by creating a book out of a material that can be truly recycled as opposed to current paper which, while it can be reused, requires several unattractive processes and is not endlessly repeatable.

    The book makes many other decent arguments for why we should think of products as temporary services rather than things we own and therefore dispose of when we are done. The book makes a case for current recycling (or down-cycling as they call it) measures as being okay - as long as it is thought of as no more than a temporary stop-gap measure to be used while we pursue true technical and regular nutrient recycling.

    The only improvement I would like to see is more in-depth examples of how this process has been applied to commercial processes. They kept going back to the same one or two examples and I think there are more out there and I suspect by the time this book in republished there could be even more worthy examples.
    4 people found this helpful
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Top reviews from other countries

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  • Jacobo H
    5.0 out of 5 stars Excelentes ideas
    Reviewed in Mexico on December 1, 2021
    Una fuente de verdades e ideas reveladoras en cuanto al reciclaje y la implementación de procesos circulares. Una lectura obligada en estos tiempos para todos los que buscan entender y hacer algo para combatir los efectos de nuestro modo de vida y sistemas de producción.
  • Kirubha
    5.0 out of 5 stars Mother nature, True designer
    Reviewed in India on October 29, 2023
    Gives you an insight of timeless design choices by nature.
  • Asimina Vasalou
    5.0 out of 5 stars a book rich in examples of sustainable design
    Reviewed in the United Kingdom on March 20, 2022
    I have really enjoyed this book. Although it was written 20 years ago it's currency is still high. The authors provide compelling and creative ways of explaining how we can think about making new things from a sustainability perspective.
  • Michael James Lucas
    5.0 out of 5 stars Important book for anyone interested in consumerism
    Reviewed in Germany on February 2, 2020
    Very inspiring book about how we need to adjust the consumer society to produce better products that will last and can be repaired or disassembled.
  • Renata
    5.0 out of 5 stars EXCELENTE
    Reviewed in Brazil on May 18, 2017
    O material do livro é incrível, bem como o prefácio descreve. Além disso, apresenta e explica detalhadamente o conceito de Cradle to Cradle e sugere o que cada um pode fazer para contribuir para a preservação do meio ambiente.
    Recomendo fortemente!!!