Reducing reliance on "Reduce, Reuse Recycle"

McDonough and Braungart’s book Cradle to Cradle approaches sustainable living from a unique angle. They have disposed of the “reduce, reuse, recycle” mantra, and pointed out that it is far from the solution that we need for sustainable living. Reading this book, I was very surprised to learn of many of the processes and dangerous materials that are involved in the production of even the most innocuous products. It is fascinating to learn of some of the chemicals and metals that seem superfluous, yet have found their way into all sorts of everyday items. It would have been interesting to hear from McDonough and Braungart’s perspective the history of how these materials became involved in so many of our products.

The alternative production system that these authors suggest, a shift away from “cradle-to-grave” toward a “cradle-to-cradle” system, is in line with the radical shift that other environmentalists have suggested is necessary for a new global political and economic system. McDonough and Braungart call for a new approach to consumption may be necessary, but it seems almost market liberal in its reliance on technology as the solution for all environmental ills. The right technology may make a significant difference to humanities sustainability, but other issues like population growth and land practices must be considered as well.

The future of the environmental movement will require a shift from “reduce, recycle, reuse” toward the “cradle-to-cradle” approach suggested in this book. This requires a radical shift in system, one that will not be easy. However, this approach must begin with a push from somewhere.