New War on Waste

You say you want a revolution? Eco-minded thinkers and industrialists are remaking the way we make things

By profession, William McDonough is an architect and industrial designer. But by temperament and ambition, he is much more: a visionary, a prophet, even a zealot. In his new book, Cradle to Cradle, written with business partner Michael Braungart, McDonough dreams of a world without waste, a world without poisons, a world in which all materials are continuously recycled. He thinks sneakers, for example, should have biodegradable soles so that whatever material scrapes off onto the ground can be readily consumed by worms and microbes. The ultimate goal is to create a sustainable world, enabling humans to "love the children of...

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