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CRADLE TO CRADLE DESIGN REJECTS THE ASSUMPTION THAT HUMAN INDUSTRY INEVITABLY DESTROYS THE NATURAL WORLD. INSTEAD, CRADLE TO CRADLE DESIGN EMBRACES ABUNDANCE, HUMAN INGENUITY, AND POSITIVE ASPIRATIONS.
Imagine an industrial system that:
- Purifies air, water, and soil
- Retains valuable materials for perpetual, productive reuse
- Requires no regulation
- Celebrates an abundance of cultural and biological diversity
- Enhances nature's capacity to thrive
- Grows health, wealth, and useful resources
- Generates value and opportunity for all.
Such a system, modeled on the natural world's abundance, can solve rather than just manage the problems industry currently creates, allowing both business and nature to thrive and grow.
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Eco-Effectiveness: Following Nature's Design Principles
By pursuing a vision of industry that does not damage ecosystems or social systems, Cradle to Cradle Design moves beyond the "less bad" aims of eco-efficiency. It proposes, instead, a new strategy called eco-effectiveness. By learning from nature's 'design principles,' eco-effective design conceives industrial systems that emulate the healthy abundance of nature.
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Waste equals food.
The processes of each organism engaged in a living system contribute to the health of the whole. One creature's "waste" is nourishment for another.
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Use current solar income.
Simply put, plants use sunlight to manufacture food-an elegant, effective system that uses the earth's one perpetual source of energy income.
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Celebrate diversity.
Natural systems thrive on diversity and complexity. Life burgeons with rich variety in response to evolving niches.
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