William McDonough & Michael Braungart - Cradle to Cradle

from the publisher:
A manifesto for a radically different philosophy and practice of environmentalism. "Reduce, reuse, recycle" goes the battle cry of the ecology movement; in other words, do more with less in order to be "eco-efficient." As William McDonough and Michael Braungart argue in this provocative, visionary book, this approach tends to perpetuate rather than challenge the industrial paradigm that got us into such serious environmental trouble in the first place. We continue to rely on linear, one-way, "cradle to grave" systems of production that, however unintentionally, are designed to cast of as much as 90 percent of the materials they use as waste, much of it toxic; "eco-efficiency" attempts only to make these old, destructive systems less so, a fatally limited goal.