A fresh approach to looking at business.
If you've read the book Cradle to Cradle by McDonough & Braungart, then you are aware of the philosophy that "efficiency is not enough". If we are ever to truly address the ecological problems we have created, then "eco-effectiveness" needs to be the ultimate goal.
The resulting philosophy is called Cradle to Cradle to point out that products don't just "dissapear" in the grave at the end of their lifecycles. They can, and should, be designed to end their lives in a manner that provides fuel for new products or natural cycles - eliminating the concept of waste alltogether.
MBDC has taken the next step, and now offers a comprehensive, multi-tiered certification process for companies eager to differentiate their products in the marketplace along the principals laid out in the book. It's very cool. There is also a good synopsis on Treehugger.
...i've had the pleasure of working with them a bit now-- so inspiring! but sometimes a little bumming too-- like i found these gorgeous Hemp kitchen counter-tops and was all psyched until mbdc showed me thatteh lamination process makes it totatly unrecycleable... it's better than formica/ formaldahide but not C2C worthy... theyre inspiring not only because they can break down a product by design & by chemistry, but also because they walk their talk. gotta respect that
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