{"id":1337,"date":"2005-06-28T01:23:00","date_gmt":"2005-06-28T01:23:00","guid":{"rendered":"http:\/\/sustainablog.greenoptions.com\/2005\/06\/28\/is-sustainability-boring\/"},"modified":"2005-06-28T01:23:00","modified_gmt":"2005-06-28T01:23:00","slug":"is-sustainability-boring","status":"publish","type":"post","link":"https:\/\/sustainablog.org\/articles\/is-sustainability-boring\/","title":{"rendered":"Is Sustainability &#8220;Boring?&#8221;"},"content":{"rendered":"<p>That&#8217;s what Michael Braungart claimed at the &#8220;Cradle to Cradle Design &amp; Intelligent Materials Pooling in Practice&#8221; workshop, according to Gil Friend in his most recent <a href=\"http:\/\/www.worldchanging.com\/archives\/002967.html\">Sustainability Sunday essay<\/a> at WorldChanging.  Gil quotes Braungart saying:<\/p>\n<blockquote><p>\u201cWe still have people talking about \u2018sustainability\u2019! Nothing is more boring. Are you proud if your marriage is \u2018sustainable\u2019? We feel guilty, and cut our hair to use less shampoo. It\u2019s guilt management and celebrating mediocrity.\u201c<\/p><\/blockquote>\n<p>Powerful words, but Braungart, as anyone who&#8217;s read <a href=\"http:\/\/www.powells.com\/cgi-bin\/partner?partner_id=29592&amp;cgi=product&amp;isbn=0865475873\"><em>Cradle to Cradle: Remaking the Way We Make Things<\/em><\/a> knows that Braungart and partner William McDonough are quite comfortable shaking up conventional wisdom. Braungart&#8217;s notions for going beyond sustainability:<\/p>\n<blockquote><p>&#8230;is the transformation of environmental issues into issue of quality. \u201cFirst be effective &#8212; do the right thing; then look for the right tools. Efficiency may be one of them, but there\u2019s no point being more efficient at producing a harmful outcome.&#8221;<\/p>\n<p>The new design criteria, according to Braungart: Cost, function, esthetics, ecological intelligence, fairness, fun: Total Beauty Design. \u201cIt\u2019s not beautiful if it\u2019s toxic, and if you can\u2019t make a living.\u201d The design principles: Waste equals food; Use current solar income; Celebrate (don\u2019t just respect) diversity.<\/p><\/blockquote>\n<p>I&#8217;m just giving you a taste here &#8212; go read the rest of Gil&#8217;s piece, and prepare to go away thinking&#8230;<\/p>\n<p>Technorati tags: <a href=\"http:\/\/technorati.com\/tag\/cradle+to+cradle\" rel=\"tag\">cradle to cradle<\/a>, <a href=\"http:\/\/technorati.com\/tag\/design\" rel=\"tag\">design<\/a>, <a href=\"http:\/\/technorati.com\/tag\/manufacturing\" rel=\"tag\">manufacturing<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"<p>That&#8217;s what Michael Braungart claimed at the &#8220;Cradle to Cradle Design &amp; Intelligent Materials Pooling in Practice&#8221; workshop, according to Gil Friend in his most recent Sustainability Sunday essay at&nbsp;[ &hellip; ]<\/p>\n","protected":false},"author":56,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[1],"tags":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v22.0 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Is Sustainability &quot;Boring?&quot; &#8226; Sustainablog<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/sustainablog.org\/articles\/is-sustainability-boring\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Is Sustainability &quot;Boring?&quot; &#8226; Sustainablog\" \/>\n<meta property=\"og:description\" content=\"That&#8217;s what Michael Braungart claimed at the &#8220;Cradle to Cradle Design &amp; 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