This book is calling for human industry to be transformed using ecologically intelligent design. These authors make the argument that an industrial system only “makes, takes, and wastes” can be redesigned to make goods with more ecological, social, and economic value is supported by 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. This book is hopeful, is a physical symbol of change to come, and is printed on a synthetic ‘paper’
(made from plastic resins and inorganic fillers).
In Cradle to Cradle, the authors present a manifesto calling for a new industrial revolution, one that would render both traditional manufacturing and traditional environmentalism obsolete. Recycling, for instance, is actually “downcycling,” creating hybrids of biological and technical “nutrients” which are then unrecoverable and unusable. The authors, an architect and a chemist, want to eliminate the concept of waste altogether, while preserving commerce and allowing for human nature. They offer several compelling examples of corporations that are not just doing less harm–they’re actually doing some good for the environment and their neighborhoods, and making more money in the process.
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