![]() ![]() Most of these blossoms do not succeed in making more cherry trees, but a few will. ![]() ![]() The tree puts out thousands of blossoms every year. To illustrate eco-effectiveness, they frequently refer back to the central metaphor of a cherry tree. ![]() Largely, we are failing at conceiving true closed-loop production cycles, in which the “waste” product becomes the quality, and unadulterated, feedstock for a new round of production. Our current design and production sequence is built on a cradle-to-grave (manufacture to disposal) cycle, with only moderate success at resource recovery and recycling, as has been well noted in recent media reports on the subject. The term is carefully chosen, and the authors routinely point out that our economy’s obsession with “efficient” rather than “effective” is a stumbling block toward achieving greater environmental sustainability and quality of life. McDonough, an architect, and Braungart, a chemist, are principally concerned with what they term “eco-effectiveness” – a conscious imitation of nature’s intricate and intelligent “design” features in our commercial, industrial, and residential habits, from the houses we build to the sneakers we wear. If you are looking for a single book to raise your awareness on the holistic shift that needs to take place in the way we make (and consume) things, Cradle to Cradle provides a solid education, despite its publication more than a decade ago. ![]()
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