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Cradle to Cradle: Remaking the Way We Make Things

William McDonough
Michael Braungart

North Point Press   Buy
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Cradle to Cradle: Remaking the Way We Make Things

Release Date: 22 April, 2002
Paperback
Amazon.com
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.

From Scientific American
McDonough and Braungart (an architect and a chemist) are partners in a firm that creates ecologically intelligent designs for corporations. They argue for a shift from the cradle-to-grave model of manufacturing, in which most of the materials that go into making products end up as waste. They champion a cradle-to-cradle model, in which the materials are "circulated infinitely in industrial cycles ... without loss of quality or damage to our environment or ourselves."

Editors of Scientific American

From Book News, Inc.
Architect McDonough and chemist Braungart use this little book with its curved corners and strangely smooth paper to embody and represent one of two kinds of engineering which they advocate: development of materials that can be perpetually reused in technology (the authors claim the material can be continually remade into other books and recycled). The other heralded mode of engineering promises the elimination of anthropogenic waste which is not biodegradable into food. In sum, the two maker-thinkers promote the manufacture of objects that usefully die by means of processes and objects that usefully never die. One of the more memorable phrases, "less bad is no good," relates to their envisioned industrial re-revolution, one in which reduction, reuse, and recycling pale in comparison to upcycling, where products nourish or help nourish the planet. No index and few bibliographic notes.Copyright © 2004 Book News, Inc., Portland, OR

Review

"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

Rating 4.0

A Shocking View of Our Everyday Lives

It seems that we have created a very hostile environment for ourselves. The house that we live in is filled with materials - carpet, paint, wood finishes - that fill the air with mutagenic materials and toxic gases. The cars that we drive emit noxious fumes and require non-renewable resources for their operation, and even the computer you are reading this on is made with materials that are harmful to the people who manufacture them and use them - not to mention the harm that is done to the environment once it is disposed of.


Many of the things that we take for granted are really quite silly when you look at them closely. We plop down houses, designed and built with no regard for their orientation to the sun, on land that has been stripped of trees that may have shaded the houses, or bodies of water that could be used to guide water runoff. Those houses are then surrounded by a foreign grass species that is forced to grow with dangerous chemicals, and then cut down with polluting machinery.


Many of the ways we impact the environment are more apparent, and attempts to alleviate them have gained in acceptance, but "Cradle to Cradle" argues that many of our "solutions" are simply patches for poorly-designed systems. They argue that recycling is actually "downcycling" - a process that results in a lower quality product with each cycle, that sometimes requires just as many resources as manufacturing a new product. The fact that soda cans are made with two different grades of aluminum, and are coated with paint, are a good example of unconsidered life-cycle.


William McDonough and Michael Braungart uncover many frightening side-effects of the way we live our lives and design our products. Most of the solutions they present for these problems are not currently feasible, but they present steps to take to work towards environmental utopia. The book itself is an example - its not quite the dream book they describe, with inks that wash off in a hot water bath and glues made of materials that can be recycled with the pages of the book, but "Cradle to Cradle" is printed on a very durable, heavy, and waterproof polymer-based paper that can be "upcycled."


There do appear to be some conflicts of interest in this book, however. McDonough and Braungart speak of clients of theirs - companies such as Monsanto, Dow, and Ford - as if they were environmental saints even though these companies have committed atrocious harm to the environment. But, where else do we expect them to provide anecdotes from? Also, it is true that the very power that enables those companies to do harm can enable them to do good.


"Cradle to Cradle" is a thorough survey of the environmental dynamics of the things and practices that make up our everyday lives. It is wrapped around a the framework of a fresh pattern of thinking that will hopefully bring us closer to living in harmony with our environment without abandoning our lives as we know them.

This book is not made from a tree

It's is a very interesting book. Some ideas are ahead of the times. A must read.

Amazing book

If you read it you will get it :) Not like any traditional books on environmental thought! A must have book. It's not made of paper!
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