William McDonough: The Original Green Man
William McDonough, FAIA, the dean of green architecture, foresees what he calls “the next industrial revolution,” in which environmentally driven new product design and manufacturing processes would usher in an era of good design and abundance. McDonough argues that reducing the use of natural resources will only slow the rate of pollution and depletion, so what’s needed are new industrial production strategies that eliminate waste altogether, an imitation of nature. He sees a future in which manufacturers, who now equate profitability with disposability and waste, create products that can be repeatedly recycled and upgraded (“upcycled,” he calls it) with each reuse. This kind of environmentalism, McDonough argues, will be good for business and job retention. McDonough Braungart Design Chemistry (MBDC), a partnership McDonough formed with German chemist Michael Braungart, helps clients develop eco-efficient strategies and products. In their book Cradle to Cradle (2002), McDonough and Braungart make a hard-headed pitch for improving productivity by designing for reuse at every step of the manufacturing process. In 2005, the partners launched a product certification program.
To continue reading this article you must be a Bloomberg Professional Service Subscriber.
If you believe that you may have received this message in error please let us know.
- This Rare Bear Who Called the Crash Warns Housing Is Too Hot Again
- One of the World’s Hottest Stocks Is Now Tumbling
- Recent ‘Odd’ Market Moves May Be a Warning Sign for Stocks
- The Global Economy Is Doing Just Fine, But the Davos Elite Is Worried
- Nordea's Bitcoin Ban Leaves Financial Regulator Taking Back Seat