The Cradle to Cradle vision and concept is vitally important. It is not discouraging as some may suggest. It is wildly encouraging, motivating, and empowering.
The State of Green Business 2011 keynote interview.
“Cradle to Cradle: The Cradle to Cradle® framework moves beyond the traditional goal of reducing the negative impacts of commerce (‘eco-efficiency’), to a new paradigm of increasing its positive impacts (‘eco-effectiveness’). MBDC has developed a white paper that compares the approach of eco-efficiency (or minimization) and a more comprehensive, sustaining approach that integrates eco-efficiency within the larger eco-effective goal of optimization.” cradle to cradle framework