Product Description

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. As William McDonough and Michael Braungart argue in their provocative, visionary book, however, 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, they ask.

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, the authors make an exciting and viable case for change.

Product Details

• Amazon Sales Rank: #408 in Books
• Published on: 2002-04-22
• Original language: English
• Number of items: 1
• Binding: Paperback
• 208 pages

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.

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

Customer Reviews

Environmentalism book made of plastic??!!
The only pleasant thing I found about this book: I didn't pay for it. As a concerned but casual environmentalist, I borrowed this one from the library and am very glad I did. I was expecting a landmark book about upcycling and the methodology by which industry might design products that can be fully (and endlessly) recycled into other things. In truth, this IS the premise of the book. But I found the authors completely unconvincing. I could never get past their hollow argument that this book -- which is made of plastic, bears no recycling symbol, and will last longer than humankind -- is somehow an achievement of technology. One author is a chemist who seems to believe that the earth needs more polymers, not less. This is absurd. It's honestly hard to read a plastic book (it's really heavy and has smooth, waterproof pages) and feel good about any environmental argument contained inside. Instead, I felt like these guys would try any gimmick to sell a book. Please .... save your money and the environment; if you really must read this book, contact your local public library. (Try inter-library loan if your local branch doesn't have a copy; it's easy, free, and environmentally friendly!)

Visionaries!
McDonough & Baumgarten have re-envisioned how companies might redesign their manufacturing processes to actually leave the environment better than they found it. And create better products in the end, products that people will want to buy because they are well-designed.

What I love about this book is that their vision is mostly a PRIVATE sector solution. They believe that business is the solution, not the problem. They say entrepreneurs are the ones best suited to develop creative solutions to environmental issues, and ultimately better, less expensive products. That is, cheaper in the truest sense--no externalities, nothing in the landfill, no costs of disposal foisted off on the taxpayers to clean up. Materials would go back into manufacturing more goods--not just recycling for lower-level uses, but true recycling. This would save on our use and wastage of original materials also.

Favorite quote: "Government regulation points to a design flaw." They envision a world where environmental regulations become obsolete because businesses operate cleanly. This would become a norm. Regulations would be a rare backup system, because sustainable design would be profitable.

Every business person should read this book. We're obviously not there yet, not anywhere close, but I was inspired to think hard about all my operations! They have a vision to work toward, and it will not be a world of scarcity and deprivation.

excellent, even oustanding
Great book, in perfect condition and as I saw on screen that s how i received at home.