Cradle to Cradle
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Cradle to Cradle by Michael Braungart
Book DescriptionHow can we avoid environmental disaster? Nowadays, in the home, most of us do our bit: we recycle. But what about industry, where the real damage is done? The strategy is the same: 'reduce, resize, reuse' - we try to minimize the damage. But there is a limitation to this well-intentioned approach: it maintains the one-way, 'cradle to grave' manufacturing model of the Industrial Revolution, the very model that creates immense amounts of waste and pollution in the first place.What we need is a major rethink, a new approach which directly combats the problem rather than slowly perpetuating it. An exciting, simple and groundbreaking new vision, "Cradle to Cradle" offers this approach. With clear, accessible - even humorous - arguments, celebrated chemist Michael Braungart and inspirational architect Bill McDonough challenge the set-in notion that human industry must damage the world. They look to nature and find a production system we can follow, a system of abundance rather than reduction, in which waste equals food.They show how we can mimic nature's model to our commercial and environmental advantage, demonstrating how products can be designed as biological and technical nutrients that will continually circulate as pure and valuable materials, eradicating the need to 'recycle' - really downcycle - products into low-grade materials and uses. "Cradle to Cradle's" theories have been put into practice across the world and will shape our future - they are implemented by major governments, big corporations, small, innovative independent businesses and university science departments, and are given high-profile backing by environmentalists and celebrity activists. This updated edition is essential reading, a bold, practical and overwhelmingly positive manifesto for an environmentally prosperous future, a world where we can make maximum profit from nature without destroying it.
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Book DetailsISBN: 9780224087865
(223mm x 144mm x 21mm)
Imprint: Jonathan Cape Ltd
Publisher: Vintage Publishing
Publish Date: 6-Nov-2008
Country of Publication: United Kingdom
Books By Author Michael Braungart
Upcycle, Paperback / softback (April 2013)
From the authors "Cradle to Cradle," the next step, in how society must change the way it uses resources. Drawing on the lessons gained from 10 years of using the cradle-to-cradle concept, McDonough and Braungart envision the next step in the solution to our ecological crisis.
Cradle to Cradle, Paperback (January 2009)» View all books by Michael Braungart
Guided by the principle waste equals food, this book explains how products can be designed from the outset so that, after their useful lives, they provide nourishment for something fresh - continually circulating as pure and viable materials within a 'cradle to cradle' model. It makes a viable case for putting eco-effectiveness into practice.
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Author Biography - Michael Braungart
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. William McDonough is an architect and founding principal of William McDonough + Parners based in Virginia. In 1999, Time 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.
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