Launch of cradle to cradle
Cradle to cradle: re-making the way we make things
12 January 2009
Institute of Materials, Minerals and Mining
1 Carlton House Terrace,
London SW1Y 5DB
New Year, new deal, new design? Green Alliance and Jonathan Cape held a drinks reception to celebrate the New Year and the launch of the updated UK edition of: Cradle to cradle: re-making the way we make things, with co-author Michael Braungart. The book, which offers practical steps on how to innovate within today’s economic environment, was received positively by the 50 or so guests, many of whom were in the waste management sector.
Braungart’s book, written with his colleague the American architect William McDonough, is a manifesto calling for the transformation of human industry through ecologically intelligent design. Through compelling examples of innovative products and business strategies already reshaping the marketplace, Braungart and McDonough make the case that an industrial system that ‘takes, makes and wastes’ can now become a creator of goods and services that generate ecological, social and economic value.
The event was sponsored by: