Cradle to Cradle is a widely celebrated collaboration between world-renowned American architect/designer William McDonough and German chemist Michael Braungart that brings forth a 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 their view the waste we as humans produce can be used in a more viable way than in the current recycling-industries. Waste can be turned into food which will nourish the environment and future generations. The book itself is just one of many practical examples the authors give; it is printed on a synthetic (treeless) ‘paper’, that can be re-used after ‘washing’ off the letters, even the ink can be re-used. The focus of the book is mainly on practical solutions which have the possibility to be imbedded in our current economic structures.
This book has rightly featured in the media a lot lately, and is a must read for anyone with an interest in the current human-environment relationship.