Why Less Bad Isn't Better

When we focus on the 'efficient' use of materials and resources, we are burying our heads in the sand. Michael argues that we need a conscientious approach to design, so that everything we take from nature either goes back to nature (in a biological cycle) or is up-cycled into further products (the technical cycle).

There is no such thing as "waste" in this picture - only resources which we can redeploy forever. Then human consumption becomes good for the planet.

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Michael created the concept of “Cradle to Cradle” as a young chemist and, in 2002, with his American friend Bill McDonough, the bestseller 'Cradle to Cradle: Remaking the Way We Make Things' was published.

He founded the chemistry division of Greenpeace. His first-class science mind leaves him sceptical about many popular environmental solutions.

Braungart is constantly explaining how much we need to know if we are to make the world a better place. And how much detail we already do know but which we sometimes stubbornly ignore.