A groundbreaking, passionately-argued and visionary call to arms
Michael Braungart is a chemist and founder of the Environmental Protection Encouragement Agency (EPEA) in Hamburg. He has been lecturing at universities, businesses and institutions around the world since 1984 on critical new concepts for ecological chemistry, and is the recipient of numerous awards, honours and fellowships. William McDonough is an architect and founding principal of William McDonough + Parners based in Virginia. In 1999, Time magazine recognised him as a 'Hero for our Planet', and in 1996 he received the Presidential Award for Sustainable Development, the highest environmental honour given by the United States.
The best argument for good design is that it lasts. The best
argument for good science is that it deplores waste. I'm bored with
guilty and technologically illiterate environmental Luddites
describing a future of guilt and privation led in caves. There's an
alternative responsible future persuasively offered by Braungart
and McDonough. The survival of the planet can be re-stated in terms
stimulus, opportunity, challenge and reward. Works for me.