25 November 2008

Green Guru Gone Wrong: William McDonough.

Cradle-to-Cradle“‘I want to be the Bill Gates of sustainability,’ [I want] to make a royalty off of every green standard and every green product out there.” Proprietary, litigious, self-promoting... in a biting profile Fast Company punctures the mythology around William McDonough and his various projects. While the arrogance of architects comes as no surprise, there’s a lot to unpack here about where for-profit “social ventures” can set back the very causes they ostensibly support.