Cradle to Cradle
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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
From Publishers Weekly
Environmentalists are normally the last people to be called shortsighted, yet that's essentially what architect McDonough and chemist Braungart contend in this clarion call for a new kind of ecological consciousness. The authors are partners in an industrial design firm that devises environmentally sound buildings, equipment and products. They argue that conventional, expensive eco-efficiency measures things like recycling or emissions reduction are inadequate for protecting the long-term health of the planet. Our industrial products are simply not designed with environmental safety in mind; there's no way to reclaim the natural resources they use or fully prevent ecosystem damage, and mitigating the damage is at best a stop-gap measure. What the authors propose in this clear, accessible manifesto is a new approach they've dubbed "eco-effectiveness": designing from the ground up for both eco-safety and cost efficiency. They cite examples from their own work, like rooftops covered with soil and plants that serve as natural insulation; nontoxic dyes and fabrics; their current overhaul of Ford's legendary River Rouge factory; and the book itself, which will be printed on a synthetic "paper" that doesn't use trees. Because profitability is a requirement of the designs, the thinking goes, they appeal to business owners and obviate the need for regulatory apparatus. These shimmery visions can sound too good to be true, and the book is sometimes frustratingly short on specifics, particularly when it comes to questions of public policy and the political interests that might oppose widespread implementation of these designs. Still, the authors' original concepts are an inspiring reminder that humans are capable of much more elegant environmental solutions than the ones we've settled for in the last half-century.
Copyright 2002 Cahners Business Information, Inc.
Copyright 2002 Cahners Business Information, Inc.
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3 von 3 Kunden fanden die folgende Rezension hilfreich:
4.0 von 5 Sternen
Economic prosperity -Ecology: two sides of the same coin!,,
Von Alvaro APARICIO (Lausanne, Suisse) - Alle meine Rezensionen ansehen
Rezension bezieht sich auf: Cradle to Cradle: Remaking the Way We Make Things (Taschenbuch)
Can you imagine that today in December 2007 some people still believe (and publicly state it) that there is some kind of a trade-off between economic growth and ecology?The authors of this book demonstrate very practically why it is not true. The solutions proposed are not in the form of binding constraints and the examples taken by the authors come from their own (very successful) professional experience. Their have had as client a gigantic automobile corporation of Detroit as well as a textile manufacturer from Switzerland and to some extend Nike. They all have in common greater productivity, and increased health standard for worker and clients and very significant cost cut. Get introduced to the concepts of downcycling and (genuine) recycling. The main point of the authors is that we should switch from a "one size fits all" standardized world to a "haute couture" highly engineered, customized and creative world. The book, the object in itself, illustrate their point and shows how consequent they are with the ideas the propose us. By the way, I just saw Brad PITT on TV, working hand in hand with one of the authors of the book (William McDONOUGH) to provide new generation homes and utilities for the victims of Katrina. Helfen Sie anderen Kunden bei der Suche nach den hilfreichsten Rezensionen
2 von 2 Kunden fanden die folgende Rezension hilfreich:
2.0 von 5 Sternen
Cradle to Cradle,
Rezension bezieht sich auf: Cradle to Cradle (Taschenbuch)
Interessant neue Ansätze. Meiner Meinung nach, viele Seiten, jedoch nur wenig wirkliche Information. Dieses Buch ist mehr ein Aufruf, um die Einstellung der Menschen zu ändern und weniger ein Buch um wirkliches Hintergrundwissen zu erhalten.Nichts desto trotz, interessant um das Cradle to Cradle Prinzip kennenzulernen. Helfen Sie anderen Kunden bei der Suche nach den hilfreichsten Rezensionen
1 von 1 Kunden fanden die folgende Rezension hilfreich:
5.0 von 5 Sternen
Eco-Effectiveness: a new way of thinking,
Von Frank Röttgers "Author of Going Green Together" (Frankfurt, Germany) - Alle meine Rezensionen ansehen (REAL NAME)
Rezension bezieht sich auf: Cradle to Cradle: Remaking the Way We Make Things (Taschenbuch)
What I liked most about this book is the concept of eco-effectiveness. Braungart explains how businesses are able to become more environmental friendly and more profitable by restructuring their production processes and supply chain. I doubt that this is as feasible for any business or organization as it might sound like while reading the book, but it sure is a brilliant concept. I recommend this book to anyone who wants his business to be green and sustainable. If you want to have a positive effect on this planet, read it and integrate it into your daily business.- Frank Röttgers, author of Going Green Together - How to Align Employees with Green Strategies Helfen Sie anderen Kunden bei der Suche nach den hilfreichsten Rezensionen
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