A different approach from eco-efficiency – doing more with less environmental impact – eco-effectiveness is doing it right, being effective with respect to a rich mix of considerations and desires. It means producing the right thing, the right service, the … Continue reading
In the second chapter, MDBC challenges the idea that to be less environmentally destructive is enough. Eco-efficiency will drive the planet to a slow death rather than a fast one, and therefore is not the cure, they say. Looking at … Continue reading
Bill McDonough and Michael Braungart (MDBC) question the oddly ineffective design criteria of the industrial revolution that: puts billions of pounds of toxic material into the air, water, and soil every year produces some materials so dangerous they will require … Continue reading
According to MDBC, the key issues with our current “design†model are: Cradle-to-Grave Resources are extracted, manufactured, sold to be disposed in “graveâ€, a landfill or an incinerator. This linear cradle-to-grave approach dominates modern manufacturing. One size fits all Worldwide … Continue reading
Reduce, reuse, recycle urge environmentalists; in other words, do more with less in order to minimize damage. In this provocative and visionary book, the authors, architect Bill McDonough and chemist Michael Braugart point out that such an approach only perpetuate … Continue reading