Cradle to Cradle
Remaking the Way We Make Things
Michael Braungart & William McDonough
|Nowadays, most of us recycle. But what about industry, where the real damage is done? Its limited, if well-intentioned, approach maintains the one-way, ‘cradle to grave’ manufacturing model of the Industrial Revolution, the very model that creates immense amounts of waste and pollution in the first place. What the planet needs is a major rethink; a new approach which directly combats the problem rather than slowly perpetuating it. And the planet needs it right now.
An exciting, simple, groundbreaking new vision, Cradle to Cradle offers this approach. With clear, accessible — even humorous — arguments, celebrated chemist Michael Braungart and inspirational architect William McDonough challenge the notion that human industry must damage the world. Instead, they look to nature and find a production system which mimics nature’s model to our commercial and environmental advantage, a system in which waste equals food. This book’s theories will shape our future, and this updated edition is essential reading: a bold, practical and overwhelmingly positive manifesto for our planet’s prosperous future.