Read the full post at GreenBiz.
“Why make something you can’t sell?”
Traditionally, businesses have strived to reduce or eliminate the waste they produce. But McDonough, influential designer, architect, entrepreneuer and co-author of “Cradle to Cradle” and “The Upcycle,” thinks this is missing the point. Zero waste is “like going nowhere,” he said. Instead, the focus should be a “cycle of endless resourcefulness.”
Waste Management — which has partnered with McDonough to push for significant environmental aims — has shown how this principle can produce results. It recently worked with a Toyota plant in San Antonio, for instance, to turn waste produced at the plant into clean-burning fuel, which was then provided to another customer. In this way, the waste wasn’t just reduced or eliminated, but actively reused.
Moving beyond zero waste requires a wholesale rethinking on what waste is and how it should be addressed. To help with the transition, McDonough provided these insights.