Eco-effectiveness is an approach to design promoted by McDonough and Braungart in their acclaimed book cradle to cradle. It looks for more than the incremental change achieved through an ‘eco-efficiency’ approach by completely rethinking the design of products and services based on sustainability principles. Eco-effectiveness is, therefore, an alternative design and manufacture concept to the zero-emission strategies of the closely related term eco-efficiency.
Eco-effectiveness focus on the fact that recycling is much more energy demanding and damaging to the environment than most people realise. Eco-effectiveness takes, therefore, another approach; mimicking the way nature sort out material waste and after that redesign material flow process to better, beneficial solutions in production both environmental, economic and socially. See Cradle to Cradle Eco-Fashion Encyclopedia. Image the material cycle with the biological cycle and the technical cycle