Cradle to Cradle

<p>Michael Braungart is a chemist and founder of the Environmental Protection Encouragement Agency (EPEA) in Hamburg. He has been lecturing at universities businesses and institutions around the world since 1984 on critical new concepts for ecological chemistry and is the recipient of numerous awards honours and fellowships.<br><br>William McDonough is an architect and founding principal of William McDonough + Parners based in Virginia. In 1999 <i>Time</i> magazine recognised him as a 'Hero for our Planet' and in 1996 he received the Presidential Award for Sustainable Development the highest environmental honour given by the United States.</p> <p><b>Recycling is good isn’t it? </b><br><br><b>In this visionary book chemist Michael Braungart and architect William McDonough challenge this status quo and put forward a manifesto for an intriguing and radically different philosophy of environmentalism.</b><br><br>Reduce reuse recycle”. This is the standard “cradle to grave” manufacturing model dating back to the Industrial Revolution that we still follow today. In this thought-provoking read the authors propose that instead of minimising waste we should be striving to create value. This is the essence of Cradle to Cradle: waste need not to exist at all. By providing a framework of redesign of everything from carpets to corporate campuses McDonough and Braungart make a revolutionary yet viable case for change and for remaking the way we make things.</p> <p>The best argument for good design is that it lasts. The best argument for good science is that it deplores waste. I'm bored with guilty and technologically illiterate environmental Luddites describing a future of guilt and privation led in caves. There's an alternative responsible future persuasively offered by Braungart and McDonough. The survival of the planet can be re-stated in terms of <br>stimulus opportunity challenge and reward. Works for me.</p> Already embraced by far-thinking manufacturers and governments. It's one of the most thought-provoking books I've ever read Environmentalists too rarely apply the ecological wisdom of life to our problems. Asking how a cherry tree would design an energy efficient building is only one of the creative 'practices' that McDonough and Braungart spread like a field of wild flowers before their readers. This book will give you renewed hope that indeed 'it is darkest before the dawn' Achieving the great economic transition to more equitable ecologically sustainable societies requires nothing less than a design revolution - beyond today's fossilized industrialism. This enlightened and enlightening book shows us how - and indeed that 'God is in the details.' A must for every library and every concerned citizen <p><b>Recycling is good isn’t it? </b><br><br><b>In this visionary book chemist Michael Braungart and architect William McDonough challenge this status quo and put forward a manifesto for an intriguing and radically different philosophy of environmentalism.</b><br><br>Reduce reuse recycle”. This is the standard “cradle to grave” manufacturing model dating back to the Industrial Revolution that we still follow today. In this thought-provoking read the authors propose that instead of minimising waste we should be striving to create value. This is the essence of Cradle to Cradle: waste need not to exist at all. By providing a framework of redesign of everything from carpets to corporate campuses McDonough and Braungart make a revolutionary yet viable case for change and for remaking the way we make things.</p>