Invitation to a Revolution
The Next Industrial Revolution
in a time of increasing environmental concerns. Doomsday scenarios
abound based on an increasing human population competing for ever
scarcer natural resources. Bill McDonough and Michael Braungart
offer a different vision of the future -- one where humanity works
with nature, where technical enterprises are continually reinvented
as safe and ever renewing natural processes.|
It's already happening.
It's part of what architect Bill McDonough and his partner chemist
Michael Braungart call The Next Industrial Revolution.
nature without sacrificing profitability: a sampling of McDonough-Braungart
projects depicted in|
"THE NEXT INDUSTRIAL REVOLUTION."
Changing Corporate DNA
To make products safe for natural systems, McDonough and Braungart
have developed a protocol that asks: "are these materials safe for
children, not just human children but the offspring of all species?"
Using the McDonough-Braungart Protocol, Nike is creating a "green"
materials palette - testing the more than 5,000 chemicals used to
manufacture their products and systematically eliminating harmful
HERMAN MILLER FURNITURE: |
Sunlight, fresh air, and design that enhances community and connections,
Herman Miller Furniture's factory in Holland, Michigan won the first
"Good Design is Good Business" award from Business Week and Architectural
Record. Energy savings and productivity gains paid back the building's
$52 per square foot cost within the first year of operation. And
the company gained a workspace so enjoyable that more than half
the workers maintain 100% attendance records.
"If you respect the environment," said one Herman Miller employee,
"it turns out you respect people. And if you really respect people,
you respect the environment."
LEWIS ENVIRONMENTAL STUDIES CENTER, OBERLIN COLLEGE:
A building like a tree.
A building that not only cleans its own wastewater and produces
more energy than it consumes, the Lewis Center has also become a
magnet for campus activities -- attracting students with its combination
of visionary design and comfortable connection to nature.
INC./Rohner Textile, AG:
Good enough to eat
This leading U.S. commercial fabric firm teamed up with a
textile mill in Switzerland and McDonough-Braungart to design and
produce an upholstery fabric so toxin free that the local garden
club uses factory trimmings as mulch. When Swiss inspectors tested
the mill's effluent, they thought their instruments were broken-the
water leaving the factory was as clean as when it entered.
MOTOR COMPANY: |
Ford has commissioned McDonough to direct the transformation
of its giant River Rouge plant into a sustainable manufacturing
facility in a restored river ecosystem, a two billion-dollar
project with a 20-year timeline. Ford's Volvo division is developing
sustainable cars that demonstrate a bold rethinking of personal
mobility in harmony with the planet.
William McDonough and Michael Braungart have not just envisioned
a more hopeful, sustainable future. They are working with individuals
and corporations to design and build it right now. THE NEXT INDUSTRIAL
REVOLUTION offers audiences a realistic, positive message of hope
and action -- one that gives people a place to begin building a
fundamentally different human economy -- one that works with nature,
not against it.