Book Review: "Cradle to Cradle"

Starting with the chapter "This Book Is Not A Tree", they propose a model where the materials are "circulated infinitely in industrial cycles", "without the loss of quality or damage to our environment or ourselves". They demonstrate that model with this book; this recyclable book is printed on a synthetic "paper" comprised of plastic resins and inorganic fillers.

McDonough and Braungart use metaphors and analogies throughout the book. For example, the Titanic is a metaphor for the industrial infrastructure created by the Industrial Revolution. A cherry tree is an analogy for how manufacturing should be approached, and was a theme throughout the book. A cherry tree produces thousands of blossoms which create fruit for birds, humans and other animals in an effort to grow one tree. The blossoms and fruit that fall to the ground aren't waste, they are food for other systems and processes that nourish the tree and soil. It's a question of design and eco-effectiveness, a question we should be addressing in our approach to life and manufacturing.

The authors point out diversity is nature's way of creating flow that creates abundance. Mass production and sameness are the approach humans take in today's society. Diversity takes into account the local resources for manufacturing, distribution and consumption. Diversity, like nature, also creates stability and beauty because of variety. Respect for diversity also encompasses power production, taking advantage of locally existing energy sources, like wind, solar, geothermal energies, and hydro, to produce power that is used locally. They propose using nature as our model for making things, where nothing is wasted.

"Putting Eco-Effectiveness into Practice", the final chapter of the book and McDonough and Braungart's concluding thought, directs readers to ways they can implement this new paradigm. One such implementation is Ford's $2 billion River Rouge manufacturing plant renovation. As the authors talk about their five steps to eco-effectiveness, they share what various companies are doing to implement new ways of manufacturing their products, and discuss the purchasing and consumption choices we all must make in our daily lives. They conclude with five guiding principles to help readers develop an eco-effective approach to life and business. The new approach works with the attitude that we all have an intergenerational responsibility, because the earth belongs to the living.