William McDonough: Cradle to Cradle Design

The concept of cradle to cradle design is gaining increasing attention as a possible solution to the destructive qualities of the current cradle-to-grave industrial system. In such a world, all the things we make, use, and consume would provide nutrition for nature and industry, resulting in growth that is good and human activity that generates a delightful, restorative ecological footprint. The current system's destructive qualities can be seen as the result of a fundamental design problem, rather than the inevitable outcome of consumption and economic activity.

1.The strategy Tragedy:

One of the key phrases discussed during a talk on this topic was the "strategy tragedy." This phrase refers to the tendency of individuals and companies to execute plans without fully considering their consequences. For example, when the iPhone 6 and 6 Plus were launched, their sales were tremendous. However, the environmental impact of these devices was not fully considered. The rechargeable batteries used in these phones have increased the demand for lithium, which requires the destruction of 3,000 square miles of Bolivian salt flats. Additionally, the production of a 0.07-ounce microchip requires 66 pounds of materials, including water and toxic chemicals, such as flame retardants and chlorinated solvents. Apple has also been criticized for its labor standards and the working conditions of its manufacturing partner, Foxconn.

2.Nutrient flow:

The second key phrase discussed was "nutrient flow." This concept refers to the movement of nutrients through ecosystems and their impact on the environment. The example given was eutrophication, a process in which a body of water gains high concentrations of nutrients, particularly phosphates and nitrates, leading to increased algae growth, depletion of oxygen, and the death of organisms. This process is particularly evident along the western coast of India, where domestic and industrial waste is dumped into the sea, increasing nutrient levels and reducing oxygen levels.

I'll share a personal anecdote here. I was born and raised in Mumbai, and during my travels along the western coast of India, particularly between Porbandar and Dwarka in Gujarat, I observed a concerning phenomenon. The water along the Porbandar coastline appeared dark and contaminated, which prompted me to investigate further. I learned that this was likely due to eutrophication, a process that occurs when a body of water accumulates high levels of nutrients, particularly phosphates and nitrates, leading to an overgrowth of algae, depletion of oxygen, and harm to aquatic organisms. In the Arabian Sea, for example, Noctiluca scintillans, a bright green viral plankton, has taken the place of the more typical diatoms, the primary producers in the food chain. As a result, the green plankton obstructs sunlight from penetrating the water, causing energy deprivation among organisms and hindering their growth and productivity. The decomposition of these organisms further reduces oxygen levels, turning the affected area into a "dead zone." The root cause of this problem is the excessive dumping of domestic and industrial waste into the sea, which leads to an increase in nutrient levels and a reduction in oxygen levels. Thus, the concept of nutrient flow, which I have come to understand better through my observations, plays a critical role in the degradation of our marine ecosystems along the western coast of India.

3.Cost performance aesthetics:

The third phrase discussed was "cost performance aesthetics." This refers to the intersection of design, functionality, and environmental responsibility. The goal of sustainable design is to expand traditional standards of value for cost and performance while maintaining aesthetic appeal. However, some designers do not see sustainability as an integral part of design and believe that green design lacks style. As a result, many consider great design and green design to be separate pursuits, and "green" products are often criticized for their unappealing appearance.

In conclusion, the concept of cradle to cradle design has the potential to revolutionize the way we think about consumption and industry. By considering the impact of our actions on the environment, we can create a world where growth is beneficial and human activity has a restorative ecological footprint. However, this requires a fundamental shift in the way we approach design, and a willingness to consider the consequences of our actions.