Cradle to Cradle

Cradle to Cradle: Remaking the Way We Make Things (by William McDonough and Michael Braungart) outlines society’s need to change its approach to designing and building products, and promotes “ecologically intelligent design.” The “cradle to cradle” idea is that the design of anything, from a paperclip to a grocery bag to an automobile, needs to consider how that product’s materials will be useful after its productive life ends.

McDonough and Braungart make the case that any industrial system that “takes, makes, and wastes” can change to become a creator of goods and services that generate value on three levels: ecological, social, and economic.

In The Truth About GREEN Business, Gil Friend argues that we must emulate nature, a system that teaches us to waste nothing, so we can grow our bottom-line profits through saving and better design. Friend’s premise is echoed in the relatively new discipline known as biomimicry. This discipline contends that not only is nature a great teacher of the “zero waste” philosophy but it can also instruct us in the art of design.

Biomimicry uses nature as a foundational guide and asks: how would nature heat and cool the building? How would nature bring water to the desert? How would nature create a nontoxic paint that’s easy to wash?

For anybody who looks, it is plain that the reinvention of human industry is not only within our grasp, it is our best hope for a future of sustainable prosperity.

Over the past two decades, the founders of DeepSky Marketing have been committed to ecologically sustainable business plans and procedures.

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View just a portion of DeepSky Marketing’s work in the field of ecologically sustainable business and environmental education.