They compel the reader to drive a personal and corporate paradigm shift toward a circular design economy – their so-called cradle-to-cradle (C2C) approach. The authors argue that our conventional cradle-to-grave manufacturing and consumption processes are deeply flawed in their linearity and their contempt they show for the environment. Braungart and McDonaugh assert that since the industrial revolution, humankind’s marriage with nature has been shaky and is now, in the 21st century, going through a messy, complicated divorce. In Michael Braungart and William McDonough’s seminal book “Cradle-to-Cradle: Remaking the Way We Make Things”, the author’s ask: “What would the human-built world look like if it were built by a cherry tree?”. The blossom that do not germinate instead provide nutrients for insects, microorganisms, animals and soil its abundance and over-production should not be chastised, but celebrated. Its manufacturing model is inefficient, wasteful and laborious, yet beautifully nourishing to its surrounding ecology. A frenetic supply chain of blossom that produces thousands of seeds in the hope that one might fall to the soil, take root and grow.
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