 | Summaries and Customer Reviews are supplied by Amazon.com | Paper or plastic? Neither, say William McDonough and Michael Braungart. Why settle for the least harmful alternative when we could have something that is better--say, edible grocery bags! 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. Cradle to Cradle is a refreshing change from the intractable environmental conflicts that dominate headlines. It's a handbook for 21st-century innovation and should be required reading for business hotshots and environmental activists. --Therese Littleton |
Average Customer Rating:   A surprising new paradigm This book came as a surprise to me: the authors paint a very different picture of environmentalism. It is so radical that I think I would have thought it a bit loopy if it weren't for the examples they give where they have put the principles into practice.
Wasting less, polluting less, using up resources more slowly -- that's not the answer, they say. The answer is to find a way to become part of a cycle in which the "waste" products are no longer wastes at all, but rather inputs to the process. This is of course what nature has done all along, and everything was roses until humans came along and started creating their own processes that are not cyclic.
It's a bold vision made tantalizingly real by stories of how the authors have collaborated with various companies to to do just this sort of thing, or at least to take significant steps in that direction. It's quite impressive, really.
The book is well written and requires no special background in environmental issues, manufacturing technique, or the like. It could be read by an average high school student. Interestingly, the book itself is an actual example of the kind of paradigm shift they advocate: it is, at least in principle, reusable. The ink, which is non-toxic, can easily be removed and the pages printed on again.
I do have some skepticism, though. First, on principle, I do still think that unchecked population growth is a problem, and no amount of trying to make manufacturing processes cyclic can change that. These techniques would certainly allow the planet to support a greater population than it could otherwise, but the growth is still a key problem.
Second, in spite of their successes I wonder to what extent we could actually do what they are suggesting. Nature does it, yes, but that is because all of the myriad life forms on the planet evolved together, constantly influencing and being influenced by each other. Is trying to fit some new process, something that must support manufacturing on a huge scale (think cars) into that, possible in general? I'm sure it can be done sometimes -- and I'm all for doing that! -- but is it really a scalable solution?
And is it really, in general, economically feasible? Yes, some forward-thinking companies have found ways to fit in better with nature and save money at the same time. That's wonderful! That doesn't mean, though, that it can always be done. If it costs 20% more to fit in better with nature, then what? Who pays that cost?
And the book itself -- it's very cool, really. The print is beautiful on the nice cream-colored pages, and I love the rounded corners (I wish all books had rounded corners!). But it's awfully heavy, and quite thick for the number of pages in it. I think if all of my books were like this, I'd need another bookshelf -- a sturdy one! And I can't imagine my son taking a backpack full of such textbooks to college. It's an interesting example -- really! -- but not a flawless one.
The book is definitely worth a read. It's a beautiful vision, and I am quite impressed with the authors. I hope my skepticism is misplaced. I especially hope that young people with an awareness of environmental issues will read this book; it may inspire them, as they go out in the world and help create new processes, to do something better. Very informative, attempts a capitalistic/environmental balance The physical attributes of the book are very intriguing, along with the idea behind it, which is explained in the chapters. As for the contents: Thought provoking. The beginning is a bit grime (all the better to grab attention with) but improves upon further reading.
There is not a lot of 'fluff' to this book. It is very straight forward and easy to read, despite it's material makeup. It appears to have sound theories with a reasonable collection of examples. Although, it does leave the reader in want of further explanations and case studies. It's also best read with an open mind. Somniferous Literature... My college required this for summer reading. The concept of how the book is made from plastic (the pages dont rip, and feel pretty neat) and thats its waterproof is pretty cool. My friends and I tested the waterproof part by throwing it in her pool... and it is indeed waterproof. However, reading this book (from a teenager's standpoint) is rather painful. It is beyond boring and i almost fell asleep every time i read a few pages. I tried to read the back cover summary to my friends and barely got halfway through before they were yelling at me to stop. I can see how those who are interested in the topics that are covered in this book would like it but I feel that most people would not enjoy it. This whole book is 187 pages, I'm on page 87 and it has taken me since the beginning of July to get that far. So I would only recommend this book unless you're trying to catch up on some sleep or truly interested in the topics this book has to offer. Give this book to a friend This is the fifth copy of this book I've purchased. I keep giving it away and then need to replace for my own collection. I think it's brilliant. Spectacular, quick read that makes one rethink the paradigm Cradle to Cradle was published quite a while ago, and somehow I didn't catch up to it until now. From the moment one picks up the book, it is evident that this book is a little different - even physically, as it is made from a durable material that is waterproof and smudgeproof, and better for the environment than typical paper.
The authors do a great job of alarming the reader through anecdotes, stories, and descriptions of all the junk we manage to produce, consume, and throw away - along with all the little pieces of that junk that end up in our lungs, food, and ultimately, bodies.
The crux is, in order to become ecologically sustainable, we need to drastically re-envision the paradigm of "green." It is not enough for items to be organic, free of pesticides, or made to be recycled - items need to be completely reused, upcycled, or converted back to the virgin material. The authors are both practical and straightforward with their descriptions, cite most of their findings heavily, and present a solid case. I highly recommend this book. |  |
Select button not working? 
