A World of Abundance

• Published in: Interfaces (Providence) Vol. 30; no. 3; pp. 55 - 65
• Main Authors: McDonough, William, Braungart, Michael
• Format: Journal Article
• Language: English
• Published: Linthicum INFORMS 01.05.2000; The Institute for Operations Research and the Management Sciences (INFORMS); Institute for Operations Research and the Management Sciences
• Subjects: Air pollution; Business; Business structures; Competitive advantage; Consumer goods industries; Consumption; Corruption in government; Design; Ecoefficiency; Ecological sustainability; Efficiency; Emissions; ENVIRONMENT; Environmental economics; Environmental policy; Environmental protection; Firm theory; Indoor air quality; Industrial design; Industrial Revolution; Industry; Landfill; Manufacturing; Materials life cycle; Multiculturalism & pluralism; Nature; PLANNING—CORPORATE; Pollutants; Pollution control; Proposals; Recycling; Regulation; Renewable energy; Soil water; Studies; Sustainability; Sustainable development
• ISSN: 0092-2102; 2644-0865; 1526-551X; 2644-0873
• DOI: 10.1287/inte.30.3.55.11668

Industry and the environment appear to be at odds because current methods of production, extraction, and disposal are destructive to the natural world. Conventional responses, such as eco-efficiency, focus on doing more with less, restricting industry, and curtailing growth. We view the conflict between industry and the environment as a design problem. Instead of simply reducing industry's negative effects, we suggest companies redesign products and processes for healthy, long-term prosperity. We present a new paradigm for industry, eco-effectiveness; three new design principles: waste equals food, use current solar income, and respect diversity; new decision criteria that integrate ecology, economy, and equity; and beginning steps businesses can take towards a world of abundance, rather than one of limits and constraints.