Cradle to Cradle – William McDonough Michael Braungart
The book ‘Cradle to Cradle. Remaking The Way we Make Things’ is 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 William McDonough and Michael Braungart point out in this 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