I was inspired by ‘Cradle to Cradle’ when it first came out – as a business analyst in the manufacturing game it just made so much sense. Good to see a followup – “The Upcycle” is going on my reading list – after I get through “The Blue Economy”.
As an Ontological Practitioner who believes that we create new realities by describing them, to me these books are a celebration of the ongoing emergence of Regenerative Business.
It’s like the tide starting to come in over sandflats – a trickle here, a trickle there. It doesn’t look much individually, but add it to stories like the major $ performance improvements of UK DIY retailer B&Q and to me there’s a trend emerging – one that started over two decades ago. When you get players like B&Q facilitating consumer carbon footprint reduction, it looks like it has potential to accelerate.
What’s your evidence that the tide might have already turned? Do you know what you’re looking for as evidence of positive change?
The Upcycle – Taking Cradle to Cradle to the Next Level
When William McDonough and Michael Braungart released their book Cradle to Cradle: Remaking the Way we Make Things in 2002, few could predict their ideas would have such a wide-reaching impact on the world of business. However, the Cradle to Cradle principle provided a much-needed blueprint for companies to incorporate the principles of sustainability into their business models and paved the way for a new certification system based on a products entire life cycle. The book has since been translated into 12 languages and become required reading for numerous college courses based on sustainability.
Nearly ten years after the publication of Cradle to Cradle, McDonough and Braungart have released yet another landmark book called The Upcycle: Beyond Sustainability – Designing for Abundance. Instead of simply rehashing the same ideas presented in the original book, they have taken…
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