![]() (Downcycling is reusing a product at a lower quality level, usually because of degradation or contamination by other materials. The plastic itself can be reused at the same or a higher level, rather than “downcycled,” which is what a lot of recycling really is. To understand what that means, take the book itself: The pages of Cradle to Cradle are made of a plastic from which the ink can be easily washed and captured for reuse. Braungart, a German chemistry Ph.D., cut his teeth leading Greenpeace’s chemical division, then went off to found the German Environmental Protection Encouragement Agency, which helps companies design products with an eye to their entire life cycle. Perhaps most impressive, he was hired by the Ford Motor Company to turn the firm’s original manufacturing plant into a green automobile factory, a $2 billion undertaking. ![]() McDonough, an architect, is the founder of McDonough + Partners and has received a slew of awards for his environmental designs. ![]()
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