Product Description

Product Details

• Amazon Sales Rank: #364 in Books
• Published on: 2002-04-22
• Number of items: 1
• Binding: Paperback
• 208 pages

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

Customer Reviews

It's a good book in Amazon.
There has a lot of good ideas for our earth.
Something you never think about it.
Trust me, you must read it "cradle to cradle"!

Innovative thinking
Living in France for the past 20 years, since 2005 I've been reading everything I can on man's negative impact on the planet. This book is one of the most complete works on how we can make a difference to modify our thinking and our acts. Many other books, however necessary for general awareness, just relate all of the catastrophes we've created, and how long we should hold out. Every factory owner, small and large business leaders should consider this mandatory reading for themselves and their staff. (Being an architect myself, I am ashamed to admit that I don't know how to find "true" south. However, my search has begun.)

Essential Knowledge
This is such a wonderful, enlightening, and self-reflective book! It was reccomended to me by a good friend, and boy was he dead on with this one. "Cradle-to-Cradle" thoroughly outlines the essential flaws within the current industrial process in which we make and consume everyday products, and the resulting affect of what a faulty industry structure and overconsumption has on the environment and sunsequently the problem with global warming.

With an immense depth of coverage, yet well-written and easy to digest, I was able to gain a full understanding of WHY our current industrial cycle is outdated, how it got to be in the first place, and how we may be able to take the steps torward the next industrial revolution with the implementation of a more environmental economic approach, in contrast to an outdated, bottom-line-only strategy. Phenominal read, easy to stay with, and borderline addicting. Has encouraged me to reflect upon my own personal consumption and how I can go about pursuing products or services that are more sustainable in their production and reproduction.