February 25, 2009

• CRADLE TO CRADLE - William McDonagh and Michael Braungart

The summarised read, summarised…

The authors propose using Nature as a model for two radically new approaches to designing products. New products can be conceived as “biological nutrients” that will easily reenter water or soil without depositing synthetic materials or toxins. Or they can be “technical nutrients” that continuously circulate as pure and valuable materials within closed-loop industrial cycles. The authors argue that their vision of eco-effectiveness, where we “remake the way we make things” is more desirable than the prevailing approach of eco-efficiency, where we do the same things but make them “less bad”.

The full review

The first thing you will notice about Cradle to Cradle is the unusually heavy weight of the book itself. This is because the book is made from a synthetic paper composed of plastic resins and inorganic fillers. This material is recyclable and is a prototype for what the authors term a “technical nutrient” that is, a product that can be broken down and circulated infinitely in industrial cycles.

The synthetic paper illustrates the core idea within Cradle to Cradle. The authors - one an architect and the other a chemist argue that industrial processes should look to nature as their model for making things. They point out that in Nature, the output of every process (for example cherry blossoms falling from a tree) creates useful nutrients for regrowth.

This is contrasted with current cradle-to-grave industrial processes, made “less bad” in the words of the authors, by recycling. The authors call this “downcycling”, arguing that because products have not been designed with continuouse reuse in mind, the quality of the recycled material frequently deteriorates each time it goes through the recycling process. They also point out that the recycling process itself can also have negative environmental impacts.

The authors propose two possible and radically new approaches to designing products. They can be conceived as “biological nutrients” that will easily reenter water or soil without depositing synthetic materials or toxins. Or they can be “technical nutrients” that continuously circulate as pure and valuable materials within closed-loop industrial cycles.

Throughout the book the authors give examples of everyday products such as children’s toys, shoes, treadmills and electrical goods that are made using processes and materials that tey have found to release what they believe are harmful substances. They make the point that global manufacturing means substances banned for use in the US and Europe can reach us via products and parts made elsewhere.

Several projects that the authors have worked on are used to illustrate their ideas.

One concerned the design of a new upholstery fabric as a “biological nutrient”. A mix of wool and ramie was chosen for the fabric and an exhaustive research process led to a fabric that could be thrown on the compost heap at the end of its life. The manufacturing process eliminated hazardous chemicals and so removed the associated cost of storage, paperwork and regulation. When tested, the effluent from the manufacturing plant was found to be cleaner than the influent. According to the authors, this fabric was highly commercially successful.

Another concerned the redesign of carpeting as a technical nutrient. Under this scenario carpet would be designed as a safe material and would comprise a durable bottom layer with a detachable top. When a customer wants to replace the carpeting, the manufacturer simply removes the top, snaps down a fresh one in the desired style or colour, and takes the old one back as food for further carpeting.

The second example above utilises another of the authors’ ideas - eco-leasing. Eco-leasing involves entering into a long-term arrangement with a manufacturer to lease a product. Once the product comes to the end of its life-cycle it is traded back in and “upcycled”. The concept of eco-leasing encourages manufacturers to invest in durability while consumers can satisfytheir hunger for new products.

The authors use a triangle-shaped tool for assessing each of their designs. In one of each of the three corners sit Economy, Ecology and Equity. The designs are assessed in light of each one so for example in the corner of pure Economy the first question is: Can this design be produced at a profit? As they move towards Economy/Equity they begin asking - Are employees earning a living wage?. In the realm of pure Equity questions are asked which relate only to the social aspect of the design and without consideration of economics such as, “Are people treating one another with respect?.

In general, the suthors propose the pursuit of eco-effectiveness rather than eco-efficiency. They believe that eco-efficiency results in the same basic things being done in a more efficient way. Eco-effectiveness on the other hand is more radical and innovative and involves completely remaking the way we make things.

Ultimately the authors have a positive vision for the next generation of industrialism:

“We see a world of abundance, not limits. In the midst of a great deal of talk about reducing the human ecological footprint, we offer a different vision. What if humans designed products and systems that celebrate an abundance of human creativity, culture and productivity? That are so intelligent and safe, our species leaves an ecological footprint to delight in, not lament?

Siobhan O'Dwyer - Strategy

siobhan@threesixty.ie