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p548 McDonough: “A Boat for Thoreau” note: Henry Thoreau 1817-62 was an Amercian naturalist and philosopher. Practiced self-reliance “finding in nature the basis for life of integrity and spontaneity”. He understood that we can deeply affect the natural world. He supported only the ‘right actions’ of governments, he argued for civil disobedience when government’s actions were wrong. What does the title mean? An air-conditioned building is just like an old dirty steamship. Extending that metaphor, we now need a new “boat” (i.e. new environmental buildings, products and lifestyles). The 1st industrial revolution did not involve intentional design for the 7th generation (it was based on dominion over nature). The “next” industrial revolution is now here (stewardship and restorative design). Traditional products were based on: cost, performance, aesthetics; Now we “must” add: ecology, justice and fun. We should think in terms of “products-of-consumption, products-of-service, unmarketable-products”. Don’t think of consumers, think of customers/people/citizens. “The filters have to be in our heads.” Cradle-to-grave environmental assessment is now replaced by a (Buddhist) cradle-to cradle approach (zero waste, industrial ecology and especially restorative design) We thus have a new excellence standard. Fewer regulations are needed if you have an industrial ecology that profitably uses its own effluent. Some companies are already doing this. Some countries have strong laws forcing companies to move this way. Problem is that globally, customer-citizen’s desires / tastes/ demands (even needs) and many governments have not yet forced it.