Successfully published in 2002 in the United States, Cradle to Cradle has, at last, been translated in French. William McDonough and Michael Braungart elaborate a manifesto for a new philosophy and redefine the concepts of production and ecology: a new way of looking at consumption. The two authors describe potential positive ecological footprints thanks to an eco-conception paradigm, consisting in considering the life cycle of a product from its origins to its future lives, yes, several…
They highlight the possibility of an “eco-effectiveness/efficiency” which would not oppose the theoretically incompatible notions of economy and ecology. Rather than decreasing production, they fight for an industrial model based on the systematic composting of all objects. Products either return to their natural origins as “non-toxic organic nutrients”, either products are re-injected in the industry as “technical nutrients” in order to be recycled infinitely. This would therefore re-create the mechanisms of natural eco-systems. Food for thought.
Cradle to Cradle – William McDonough, Michael Braungart
