A lecture by Michael Braungart, reviewed by Kat Senyk, Student at the Institute without Boundaries
Michael Braungart is one of two authors of the book Cradle to Cradle, which is ubiquitously referenced among those who would perhaps consider themselves eco-aware and interested in improving design and manufacturing from an environmentally sound perspective.
He is also a chemist, a Professor of Engineering at Lüneburg University in Germany and a co-founder of McDonough Braungart Design Chemistry. His co-author is William McDonough, an internationally accredited architect and designer who has received global recognition for his work within the field of environmental sustainability.
Since opening the waterproof, durable and surprisingly heavy book, I have been completely enthralled by its suggested ideologies, and I was thrilled to hear Braungart present the concept to an overflowing auditorium at Toronto’s IIDEX (International Interior Design Exhibition) on September 26, 2008. For nearly an hour, Braungart graced the attentive crowd with his sense of humour, charming German accent and humble, casual demeanor. After his lecture, Braungart signed copies of his book, which surprisingly, he did not directly promote until the end of the presentation when an audience member suggested he do so.
Braungart at IIDEX 2008. Photo by Kat Senyk.
The overall concept of Cradle to Cradle is as follows. Beginning with the Industrial Revolution, our culture has rapidly developed the mass production of goods: items are made by a manufacturer, purchased by a consumer or wholesaler, and “discarded” usually to landfill or often directly into the natural environment upon expiry. More recently, we have introduced recycling, often giving products one more life prior to their “disposal” or “dismissal.”
The Cradle to Cradle design ideology is different. It is better. It demands that when a product or system is designed, that a whole systems approach is followed. To quote Braungart’s website, “[the Cradle to Cradle ideology]…means using environmentally safe and healthy materials; design for material reutilization, such as recycling and composting; the use of renewable energy and energy efficiency; efficient use of water and maximum water quality associated with production; and instituting strategies for social responsibility.” The product therefore does not expire, or at least the materials of which it is made are never discarded. They are either composted as biological nutrients and absorbed back into the earth, or reformatted for continuous reuse. In order for a product or service to be justifiable, it must be made from high quality, environmentally sound materials, and processed in a manner that will not degrade when dismantled and “upcycled.”
The lecture appeared to be a synopsis of the book, examining the same issues in roughly the same order. During his talk, Braungart compared the term “eco-efficiency” to “eco-effectiveness.” He explained that the former allows corporations and businesses to continue to harm the environment, but less severely than they have done in the past, while seeking recognition for these “improved” actions and strategically developing their public image. McDonough and Braungart created the term “eco-effectiveness,” which was explained clearly both in the lecture and book. To define a product or company as “eco-effective,” it should follow the Cradle to Cradle principles. Products and services should be designed, from conception or modification, around the implications of the manufacturing, distribution and reuse, not disposal.
The presentation ended with Braungart telling the audience about the work that he and his team have done directing global clients like Shaw Carpeting, the world’s largest manufacturer of carpet with over $5 billion dollars in annual sales, towards a Cradle to Cradle mandate. The firm now collects their carpet, once the consumer has finished with it, and recycles it back into new carpet once again. The system repeats itself, with no disposal.
I left IIDEX feeling inspired and guilt-free. It was refreshing that Braungart did not direct us to buy something (whatever the new “greenwashing” fad may be), or tell us yet again that NOT buying anything will make a difference. As a designer, I’m excited to work with the Cradle to Cradle concept and expect this to come across in my future endeavors.
Cradle to Cradle (North Point Press, 2002) is available at most books stores and costs about $30. I found it to be a truly inspirational read, particularly while in the tub, because as I mentioned above, the book itself is waterproof!
