Cradle to Cradle

A story on OnPoint tonight, a story about William McDonough’s preaching environmentalism beyond recycling. In his new book Cradle to Cradle with co-author Michael Braungart, McDonough predicts another industrial revolution where materials move beyond the “cradle-to-grave” paradigm, where resources are created with their demise in mind. Recycling can perpetuate the life of a milk bottle, but it has an inevitable resting place somewhere in a landfill.

Their company, McDonough Braungart Design Chemistry is trying to create products that have a natural place of reuse in nature, i.e. biological recycling. Edible grocery bags, shoe soles and tires that fertilize as they wear away. Oh, and flying pigs too.