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.
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 systemsthe effectiveness of nutrient cycling, the abundance of the sun's energythey 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 (good for the bath!). 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 qualityin cradle-to-cradle cycles.
- Paperback: 208 pages
- Publisher: North Point Press; 1st edition (April 22, 2002)
- Dimensions: 8.0 x 5.1 x 0.7 inches