This was a really interesting book.
First published in the early years of the new millenium, this book argues for circular design, and gives amazing examples of instances where such a thing has been achieved.
It argues that humanity can do better than being ‘less bad’ for the environment – that we have the capacity to create a world in which waste fuels industry in a more meaningful way than the incineration of refuse to produce electricity.
It argues that we need to stop selling products, but to sell – instead – a product’s service. One of the examples given is a carpet – the customer pays for the service of the carpet, then at the end of said carpet’s useful life, the top is removed, reprocessed and remade into another carpet, whilst the underlay remains intact and ready to receive its replacement.
It talks about incredible work at the Ford Rouge plant – where mushrooms and plants are used to purify the soil of toxins, caused by a century of industry. It talks about incredible financial savings that businesses can make, simply by making their car-parks porous. It talks about what a city would look like if all the roofs were made of living grass – a natural way to improve air quality, retain water to cool the town, and to ease strain on public water systems, all whilst improving habitat for wildlife.
This book was really inspiring for a number of reasons. Firstly, it didn’t deal with the concept of ‘reduce’, at least, not in the way we’re used to viewing it within the sustainability movement. Instead of ‘use less’, Cradle to Cradle encouraged ‘reduction’ by redesigning our systems to use waste as raw material, effectively, negating it as a concept entirely.
I guess the most accurate description of this book I can think of is: ‘an optimistic capitalist does environmentalism but in the best possible way’. It’s the sort of thing I’d give to an engineer, or small business owner – or an eco-skeptic who acknowledges there’s a problem but doesn’t think we can do anything about it.
It also made me look at some of my own deep-founded beliefs. Whilst I’m not going to start spending money at That River Company any time soon, and will continue to boycott Nestle, I have a lot more respect for businesses who do work with the brands that I personally consider evil. The question: ‘How can you work with such people?’ was asked throughout the text, and the answer the authors gave – as a sustainability based company – remained ‘How can we not?’ If we want to change the world, we can’t just ignore the parts of it we don’t like – we have to actively engage with them to change them.
The book is a very short read – under 200 pages. It’s perhaps beginning to date a little now, the main body of the text having been written around the year 2000, but the concept is sound and if you’re interested in learning more, there are multiple case studies on the Cradle to Cradle website.
Have you read this book? If you have, I’d love to hear your thoughts.
I’m also open to recommendations of nature themed/sustainability books and documentaries. Particularly those which don’t place sole responsibility for the climate crisis on the consumer…