My cynicism has left the cradle

Michael Braungart and William McDonough have come up with a truly inspiring vision for reshaping industry on a global level. If you look at the majority of my posts on this blog, between now and the beginning of the semester, you will notice a lot of cynicism on my behalf. I spend a lot of time criticizing the idea that technology can save us from the numerous environmental crises we have unleashed on the planet, and also describe the disdain I have for people who look at technology as the ultimate solution to our problems.

Well, Braungart and McDonough have changed that-- to an extent.

Both authors have a noble vision for a technological future, one which embraces technology while also embracing environmental responsibility. The way to make a positive impact on the environment is to look for solutions which engage in environmentally sound practices. Making certain fabrics biodegradable, making products which can be disassembled and returned to the environment, constructing buildings which utilize the environment in as many practicle ways as possible-- these are simple philosophies which, with a little effort and financial backing, could be implemented on a national and even global scale. If you combine the "Cradle to Cradle" approach to technology with the green industrial movement, this could serve as the next crucial step in our industrial revolution. Taking industry back to nature, and making industry more compatable with nature, should be a top priority for us. And hell, we'll even reap some financial benefits along the way, if we're lucky.

Of course, there is room for skepticism. My concern is that this movement is only surviving in the "environmentalist niche," especially in the United States. In other words, businesses which are looking to become "green" are the ones exploring these alternatives, while the majority of businesses haven't heard of what these two authors have proposed. Additionally, some of the ideas both authors have come up with seem to be fairly expensive, and I wonder whether struggling industries or small businesses would be able to grasp the "cradle to cradle" philosophy, as much as multibillion dollar entities have. After all, what good is something like this if only a few groups of people have financial access to it?

Never the less, I feel as though businesses which can afford this approach should start looking into the practices promoted by these two authors. I also think this needs to be promoted more to the general public, especially those who may be looking into starting a business of their own. This could go a long way, and Braungart and McDonough deserve to revel in their optimism.