Description - Cradle to Cradle by Michael Braungart
How 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 tech
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(223mm x 144mm x 21mm)
Jonathan Cape Ltd
Publisher: Vintage Publishing
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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.