ABSTRACT
Many people are aware of the reasons sustainability is good, but confronting the scary issues, statistics and visual evidence is often overwhelming. Braungart is also famous for stating that sustainability has been interpreted as ‘being less bad’, which can lead to silly situations such as excess waste deliberately generated in Europe to feed the proliferation of ‘energy from waste’ incinerators, which of course are perceived as ‘less bad’ than sending waste to landfill sites. People want to shape companies to do better things. People are taking waste from one system as material for another. People are acknowledging that it might be cost neutral, but in the future they have a source of material that they don’t need to worry about.
