"Cradle to Cradle" Reaction

I am actually really enjoying “Cradle to Cradle,” because it is one of the most hopeful books that we have read this semester – while still maintaining a feeling of realistic action. McDonough and Braungart posit that the actual conflict doesn’t have to be between economic growth and environmentalism, but rather, between environmentalism and the natural instinct to get ahead and take advantage of an expanding market. The authors argue for the transition to green commerce, and basically start to lay out the steps that a business should take to start being sustainable (but not losing their edge in the market). I think that McDonough and Braungart are absolutely on the right track, because they recognize that it is impossible to empower the environmental movement without the support of businesses. They are the backbone of this society, and therefore, cannot be ignored as many environmentalists are wont to do. Likewise, I genuinely appreciate the realistic approaches that the authors are offering. Personally, I think their suggestions are attainable because they are still acknowledging business’ need to make a profit. It is struggling to address two very different camps, and I think it is doing an admirable (and unprecedented) job.