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I think it provides a compelling framework for designers as they seek to combine “eco-effectiveness” with more traditional design elements.
In making his case, Assadourian covers a lot of well-worn turf: the quest for "eco-effectiveness" over "eco-efficiency" promulgated by William McDonough and Michael Braungart; the conversion of oncologist Swedish Karl-Henrick Robert that led to creation of The Natural Step (a nonprofit business framework that recently closed its U.S. office, having failed to gain traction); and the efforts by BP, Goldman Sachs, Nike, Starbucks, and a handful of other sustainability leaders.
"Profit, living wages, male and female work in the household, respect and fairness, cancer in the workplace, fairness to the environment, following nature's laws, eco-effectiveness and eco-efficiency are all various aspects that are integral to this triangular model," he argued.
"eco-effectiveness" with more traditional design elements.