Our strategy for sustainable design is based on the new Cradle to Cradle design strategy, which proves that company growth is not necessarily a threat for the environment, but even helps to create ecological, social and economical values. It represents a fundamental conceptual shift away from the flawed system design of the Industrial Revolution, not just a damage management strategy.
In response to widespread environmental degradation, many industries have adopted a strategy known as "eco-efficiency"-minimizing waste, pollution, and natural resource depletion. But eco-efficiency is not a strategy for long-term success. It seeks to make the current, destructive system sustainable.
Waste Equals Food
Minimizing toxic pollution and the waste of natural resources are not strategies for real change. Designing industrial processes so they do not generate toxic pollution and "waste" in the first place is true change. Long-term prosperity depends not on the efficiency of a fundamentally destructive system, but on the effectiveness of processes designed to be healthy and renewable in the first place.
Cradle to Cradle Design's strategy of eco-effectiveness is rooted in the systems of the natural world, which are not efficient at all, but effective. Consider the cherry tree. Each spring it makes thousands of blossoms, which then fall in piles to the ground-not very efficient. But the fallen blossoms become food for other living things. The tree's abundance of blossoms is both safe and useful, contributing to the health of a thriving, interdependent system. And the tree spreads multiple positive effects-making oxygen, transpiring water, creating habitat, and more. And it is beautiful!
Eco-effectiveness seeks to design industrial systems that emulate the healthy abundance of nature. The central design principle of eco-effectiveness is waste equals food.
When waste equals food, the "be less bad" imperatives of efficiency fade. When a product returns to industry at the end of its useful life and its materials are used to make equally valuable new products, the minerals or plastics of which it is made do not need to be minimized-because they will not become waste in a landfill. Industry saves billions of dollars annually by recovering valuable materials from used products. Similarly, products designed to be made of natural, safely biodegradable materials can be returned to the soil to feed ecosystems instead of depleting them.
Transforming the Making of Things
This fundamental conceptual shift leads to design strategies that some might find surprising. For example, instead of minimizing the consumption of energy generated from coal, oil, and nuclear plants, why not maximize energy availability using solar and wind sources? Instead of using only natural, biodegradable fibers like cotton for textile production (a pesticide-intensive agricultural process), why not use non-toxic synthetic fibers designed for perpetual recycling into new textile products? Instead of directing intelligence towards regulation compliance and liability reduction, why not design industrial processes and products so safe they do not need regulation, and direct creativity towards maximizing economic, social, and ecological benefits?
Eco-effectiveness has profound implications for industries everywhere. Rather than lamenting a world of hazardous waste, scarce resources, and limited opportunities, it celebrates an abundance of continuously valuable industrial and natural materials, of rich and diverse living systems, of economic and environmental wealth.
The eco-effective future of industry is a "world of abundance" that celebrates the use and "consumption" (by people, nature, and intelligent industrial systems) of products and materials that are, in effect, nutritious-as safe, effective, and delightful as a cherry tree.
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