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.

For more information about the title Cradle to Cradle: Remaking the Way We Make Things, read the full description at Amazon.com, or see the following related books:

Green to Gold: How Smart Companies Use Environmental Strategy to Innovate, Create Value, and Build Competitive Advantage — The essential guide for forward-thinking business leaders who see the Green Wave coming and want to profit from itThis book explores what every ...  > read more

Making Innovation Work: How to Manage It, Measure It, and Profit from It — You have to be dynamic and innovative to stay a step ahead of the competition, sometimes in fact, just to stay in business! But profitable innovation ...  > read more

Alpha and Omega: The Search for the Beginning and End of the Universe — Today we are on the verge of discoveries that should soon reveal the deepest secrets of the universe. In Alpha & Omega, Charles Seife takes us to ...  > read more

Environmental Science: Earth as a Living Planet — Just read the headlines. Whether it’s global warming, arctic drilling, or expanding industrial nations, the news is filled with stories about ...  > read more

Authors: William McDonough, Michael Braungart

Publisher: North Point Press

Date: Apr. 22, 2002

List Price:

$27.50

Discount Price:

$15.81

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