Cradle to Cradle
A book review discussing eco-efficiency and sustainability
Cradle to Cradle embodies the concepts of eco-efficiency in a reader’s hands. The truth is that McDonough and Braungart did not have to design a waterproof and extremely durable book. Most books are printed on paper that could never pass the sustainability test. From the ink to the cover, most books are made to be used, abused, and thrown away. Producers rarely consider the long-term health of the environment. A company’s goals usually lie elsewhere. Efficiency is said to be the most important goal in the production process. But in reality, producers simply want to reach as many consumers as physically possible. While their economic costs may be low, the damage to the environment is much higher.
The book argues that environmentalism is seen as an obstacle instead of a healthy rule to live by. Instead of working in harmony with nature, industrialists attempt to limit the damages. Even if the intentions are good, most regulations are still misguided and potentially harmful. As long as industry and nature are at odds, the systems will never thrive in the same world. Boldly, Cradle to Cradle claims that people are in fact the problem. While other organisms like ants remain industrious and productive by nourishing plants, animals and the soil, humans in just one century have caused a massive decline in the health of the ecosystem. All hope is not lost however. McDonough and Braungart believe that we must be willing to take on the challenge of reviving the natural resources that have been damaged by the human race. The authors believe the answer lies within the beginning stages of the design process. The Industrial Revolution marked the beginning of nature’s decline. The system, while immensely profitable to corporations and consumers, did not consider the long-term effects of the environment. If the beginning stages of the design process were built to take the health of the ecosystem into account, these issues could eventually be eradicated, according to the optimistic writers.
In the end, the issues that McDonough and Braungart find most troubling are centered in ethics and the law. It may sound cliché but the Earth is a shared habitat for humans, plants, animals and other organisms. Since humans have done the most damage, it is up to humans to change course. On the last page of Cradle to Cradle, the authors ask a complex question: “How can we support and perpetuate the rights of all living things to share in a world of abundance? How can we love the children of all species—not just our own—for all time?” McDonough and Braungart proceed to imagine a world that is designed to benefit every organism. They recognize that it will take time to effectively reverse the damages but it is this optimistic viewpoint that is meant to bring everyone together. I believe that the authors would subscribe to Kantian ethics that promote a good will in order to achieve prosperity.
As for the legal process, it takes effective forms of policy to promote a “cradle to cradle” ideal rather than a “cradle to grave” conundrum. “Cradle to grave” describes a linear, one way design model. This means that resources are extracted, produced, sold, used and finally placed into disposals or “graves” because it will enter landfills that take up space and cannot be properly added back to the production cycle. Even the celebrated act of recycling is not as great as advertised according to Cradle to Cradle. This is because recycling is more like “downcycling” in the sense that the quality of the material greatly decreases over time because of deterioration. The original item was not produced with eco-efficiency in mind so the recycled item will not be up to par.
McDonough and Braungart cite numerous examples of positive eco-efficiency but the example of Ford sticks out the most. William Clay Ford Jr., great-grandson of Henry Ford, became chairman of the Ford Motor Company and announced an initiative to undergo a $2 billion remodeling of a plant in Michigan. Decades of damage to the soil and water took a toll on the area around the plant. Most companies simply close sites that are considered “damaged goods” but Ford saw it as their responsibility to rebuild a cleaner plant on top of the old. This is eco-efficiency at its finest. The idea was a success as it brought engineers and environmental specialist together to design a quality plant with innovation at the forefront.
On the other hand, McDonough and Braungart’s praise for Ford is not without its criticisms. Who’s to say that Ford really cared about the environment? Maybe he only worked on these initiatives for PR purposes. It is merely the assumption of McDonough and Braungart to conclude that Ford had a “good will” philosophy in his efforts to rebuild the Ford plant. Who’s to say he would have made that decision if he received more opposition from stockholders?
It is also true that the suggestions made by the authors of Cradle to Cradle are rather lofty as well. They tend to highlight isolated incidents of successful outcomes. Who’s to say that every outcome will be as successful as Ford’s? Environmentally efficient products are expensive even with the long-term benefits in mind. For example, the Clean Water Act required new concrete pipes and treatment plants that would cost Ford an extra $48 million. Ford is a Fortune 500 company that could raise the funds based on their influence on the market and importance to the economy. But for smaller companies on the rise, especially family businesses, I am skeptical that they could find the necessary funds to carry on with their daily operations.
Two philosophies shaped the Industrial Revolution according to McDonough and Braungart. Adam Smith’s Wealth of Nations and Karl Marx’s Communist Manifesto contrast in ideals. Smith promotes the value of free trade and the advancements of wealth and productivity. The proverbial “Invisible Hand” would correct market inefficiencies and regulate the economy according to Smith. Marx however highlights the potential for the unfair distribution of wealth and worker exploitation in a blatantly capitalistic system. My views of business lie within the middle of these two theories. I find myself agreeing with Marx when he describes the distribution of wealth. The means of production are in the hands of a few. In my opinion, powerful corporations have the ability to control business and politics more than we may like to admit. But I do agree with Smith that production can increase the standard of living. I also feel that the so-called “Invisible Hand” is not as efficient as the theory claims. Federal agencies manipulate markets and interest rates so the system is already distorted. I believe that Cradle to Cradle helped me realize that the truth lies somewhere in the middle. There is a way to mass produce products efficiently without harming the environment. The issue is that business and society as whole has shown a great deal of resistance to the idea.
Cradle to Cradle mentions the issue of exponential population growth. The trends continue to show that the population will continue to grow and finite resources will continue to diminish. This is similar to concepts proposed by Garret Hardin in Tragedy of the Commons. In that text, which I read for a Business Ethics course at Butler, Hardin proposes the curtailing of population growth by incentivizing people to have less children in order to consume less resources over time. The idea was met with backlash similar to policies proposed and enacted by China. While I am inclined to agree with the theory that Hardin aligns himself with, it is difficult to convince people to have less children because of cultural expectations. Most societies promote fertility and childbearing as opposed to the alternative. In that sense, the focus should rely on creating more effective systems of production.
Lastly, when considering the literary merit of the book, I find the end product to be challenging and enlightening even when considering its flaws. The book certainly has a strong viewpoint which I appreciate because it does not attempt to equivocate. McDonough and Braungart are convinced of their theory and they use relatively strong examples that are understandable and easy to comprehend. For a concept that could have taken an overly-academic approach, the authors chose to write a book that reads well and has a natural flow in terms of argument and ideas. I still have my doubts that the solutions proposed in Cradle to Cradle could actually work in the real world of business and economics. But one thing is certainly true. We are in this struggle together. If you don’t take anything else away from this book, remember that haunting truth.
