Death of an Environmentalist
McDonough and Braungart go on to discuss the limits of eco-efficiency, in favour of what they call eco-effectiveness. I think that I can explain it this way:
In my search to find a non-toxic, lightweight, portable and re-usable coffee mug that wouldn’t spoil the taste of my morning coffee (I hate that), I finally happened upon a Starbucks stainless-steel insulated product. So, on the first cold day of winter, I took the mug of hot, fresh coffee out with me to wait for the bus.
The trouble was, that the mug was so good at keeping my coffee hot that I burned my tongue when I took a sip and the cold steel mug froze my hands. Isn’t half the pleasure of a hot drink on a cold day the warmth the cup brings to your hands as well as your stomach? So is it not the inefficiency of a cup of coffee that makes it so effective?
Perhaps in all our efforts then to reduce, reuse, recycle and all the other things we do, perhaps we’ve missed something. Something big.
February 15th, 2007 at 16:05
Dude,
I love your rant!
February 23rd, 2007 at 12:52
You make a good point.
Also enjoyed reading about your recent adventures.As I’m planning my trips and can hardly wait to get out in the woods.
March 19th, 2007 at 13:07
Well spoken, padawan! You have arrived at a interesting point in reality – a point that 99% of society does not know exists. I support your decision to hang up (metaphorically) the old ways of thinking. Although I don’t think that learning the corporate mind-set will assist you in achieving eco-effectiveness, I do think that putting yourself on a better path will. I do love the beer analogy – that is what it’s all aboot after all! Keep on smiling!