When William McDonough and Michael Braungart first thought up their “waste equals food” vision, there were doubts on how far this idea would go. Now, ten years after putting the Cradle to Cradle concept into practice, William McDonough and Michael Braungart have envisioned the next step In the solution to our ecological crisis.
In the duo’s new book, The Upcycle: Beyond Sustainability – Designing for Abundance, the idea for the future is that we don’t just use or reuse resources with greater effectiveness, but we actually improve the world as we live, create and build.
For them, the questions of resource scarcity and sustainability are revolved around design. They see the Cradle to Cradle ideas being put to use in designs of products, buildings and business practices Factories are being re-imagined not just to sustain life on the planet but to grow it.
In The Upcycle (and in general), McDonough and Braungart’s mission is to flip our very understanding of the human role on earth: Instead of protecting the planet from human impact, why not redesign our activity to improve the planet? We can have a beneficial footprint and abundance for all.
Since the beginning of Cradle to Cradle, Shaw Industries has adopted those ideas and incorporated them into how we make our products. Shaw Industries is mentioned in The Upcycle as a pioneer in the early integration of Cradle to Cradle ideas, alongside other large, international companies like Herman Miller, Steelcase and Ford.
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