Vision and Post-Environmentalism

I loved reading this book. It stands in stark contrast to the majority of environmental works preaching doom and gloom. I see that some people think this book is a bit lofty and naïve, I disagree. The vision that McDonough and Braungart set out is just that – a vision. They are simply putting out there a goal, an ideal, that they recognize is just that, an ideal.

Without this ideal, environmentalists have been ineffective. Traditional environmentalists are much more about breaking everything down and excising the cancer that is man from Nature. This book lays out a vision for what the environmental movement should strive for, instead of just working against things. This has been one of the largest criticisms of the traditional environmental movement; they fight industry but don’t really offer an alternative vision.

Cradle to Cradle is that vision. It is the flagship for the post-environmental movement, which I count myself among. Certainly this vision won’t be realized in the near (10, 20, 50, 100 years) future. But, it gives sustainability advocates a goal to work towards. And, it provides a more optimistic vision that translates better with normally non-environmentally inclined people. They see this integrative vision, and see that is does not simply breakdown industry and the social fabric; it offers what they see as a legitimate (and probably better than the status quo) alternative.