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 William
McDonough's book, written with his colleague, the German
chemist Michael Braungart, is a manifesto calling for the
transformation of human industry through ecologically intelligent
design. Through historical sketches on the roots of the
industrial revolution; commentary on science, nature and
society; descriptions of key design principles; and compelling
examples of innovative products and business strategies
already reshaping the marketplace, McDonough and Braungart
make the case that an industrial system that "takes,
makes and wastes" can become a creator of goods and
services that generate ecological, social and economic value.
In Cradle to Cradle,
McDonough and Braungart argue that the conflict between
industry and the environment is not an indictment of commerce
but an outgrowth of purely opportunistic design. The design
of products and manufacturing systems growing out of the
Industrial Revolution reflected the spirit of the day-and
yielded a host of unintended yet tragic consequences.
Today, with our growing knowledge of the living earth,
design can reflect a new spirit. In fact, the authors write,
when designers employ the intelligence of natural systems—the
effectiveness of nutrient cycling, the abundance of the
sun's energy—they can create products, industrial systems,
buildings, even regional plans that allow nature and commerce
to fruitfully co-exist.
Cradle to Cradle maps the lineaments
of McDonough and Braungart's new design paradigm, offering
practical steps on how to innovate within today's economic
environment. Part social history, part green business primer,
part design manual, the book makes plain that the re-invention
of human industry is not only within our grasp, it is our
best hope for a future of sustaining prosperity.
In addition to describing the hopeful, nature-inspired
design principles that are making industry both prosperous
and sustainable, the book itself is a physical symbol of
the changes to come. It is printed on a synthetic 'paper,'
made from plastic resins and inorganic fillers, designed
to look and feel like top quality paper while also being
waterproof and rugged. And the book can be easily recycled
in localities with systems to collect polypropylene, like
that in yogurt containers. This 'treeless' book points the
way toward the day when synthetic books, like many other
products, can be used, recycled, and used again without
losing any material quality—in cradle to cradle cycles.
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