william mcdonough cradle to cradle design

Through their business, the authors have a “focused way to begin to put ideas into practice, to turn work in chemical research, architecture, urban design, and industrial product” (15), with the goal of transforming industry itself.Ĭhapter 1, “A Question of Design,” gives a sweeping overview of the Industrial Revolution in the early 20th century, finding that because it was primarily an economic revolution, the movement had certain devastating and long-lasting effects on the environment. The Introduction also highlights each of the authors’ professional backgrounds in architecture and in chemistry and mentions the business they founded together called McDonough Braungart Design Chemistry.

In the Introduction, the authors state their broad intentions: to urge humanity toward a “new Industrial Revolution” (6), in which industrialist and environmentalist goals are one in the same. In a cradle-to-cradle manufacturing model, products are designed and manufactured with new uses already in mind.Ĭradle to Cradle is comprised of six chapters. That is, the life cycle of a product should not end in a “grave,” like a landfill. Rather than “cradle-to-grave,” the authors believe that manufacturers should embrace a “cradle-to-cradle” life cycle. The authors reject the current manufacturing practice of “eco-efficiency,” in favor of their own brand of environmentalism, which they dub “eco-effectiveness.” The authors debunk misinformation surrounding “good” environmental practices, such as recycling, and dispel popular notions about how industry and the environment must interact. Together, they bring a unique sensibility-at once both scientific and design-oriented-to address the issues facing modern manufacturing. William McDonough is an American architect and Michael Braungart is a German chemist.

William mcdonough cradle to cradle design