ABSTRACT
Eco-efficiency, now an accepted industrial solution, is not the promised panacea, say the authors of this next essay. They make an argument for ‘eco-effectiveness’ as a new metaphor. German-born chemist Michael Braungart was early on an environmental activist with Greenpeace International. Later, he invented a method of bleaching paper with oxygen instead of chlorine, thus eliminating the release of carcinogenic dioxins in the atmosphere. His method has been widely adopted in European and American paper production. Braungart was also involved in 1987 in developing the famous non-chlorofluorocarbon refrigerator.
