"Eco-efficiency is an outwardly admirable, even noble, concept, but it is not a strategy for success over the long term, because it does not reach deep enough. It works within the same system that caused the problem in the first place, merely slowing it down with moral proscriptions and punitive measures. It presents little more than the illusion of change."

Excerpt from 'Cradle to Cradle' by William McDonough and Michael Braungart