Resources: The Revolution Begins

Reuse, Recycle, Rejoice

For decades, environmentalists have scolded the world's industrialized societies, warning that they must grow less, consume less, slow down, sacrifice. Human nature being what it is, that message found a rather modest audience.

But a group of big thinkers has emerged in the past decade to put a new twist on the green dream--people like William McDonough, Michael Braungart, Amory Lovins, Janine Benyus, and Paul Hawken. Rather than taking ecological principles primarily as moral prohibitions, they suggest, why not see them as design challenges? Why not aim to build a democratic, market-based civilization of prosperity and plenty that puts humanity in a nurturing, rather than omnivorous, relationship with the ecosystems it inhabits? Far from utopian, they say, it's largely achievable in the next decade or so--and would ultimately cost far less than our present trajectory.

Architect McDonough and chemist Braungart, authors of the landmark book Cradle to Cradle, contend that every material used in the manufacturing process should ultimately either biodegrade harmlessly or be reusable with no loss of quality (unlike today's recycling, which is actually downcycling). This radical model entirely eliminates the concept of waste, including pollution; or, as they put it in their book: Waste equals food.

Lovins, a sustainable-energy expert and head of the Rocky Mountain Institute, a green think tank and consulting firm, is similarly fixated on eliminating waste--especially wasted energy. He estimates that preventable energy loss costs the global economy more than $1 trillion a year and argues that efficiency is the most affordable energy source in the United States. In a 2004 book, Winning the Oil Endgame (partly funded by the Pentagon), Lovins and his RMI crew lay out a market-centric strategy for weaning the United States off oil over the next couple of decades through efficiency efforts and the strategic use of existing technology. Net savings to the U.S. economy: $70 billion a year by 2025.

Green Is Green

Lofty and appealing ideas, these, but what's actually happening on the ground?

To begin with perhaps the most ambitious example: As part of the China-U.S. Center for Sustainable Development, McDonough's architectural firm is designing and overseeing construction of entire city districts in China. Some 400 million rural Chinese are expected to migrate to cities over the coming decade, and the government wants urban centers to absorb the influx with minimal ecological impact. The goal is to create dense urban areas that generate more power than they consume through smart building techniques and solar technology--a high-profile demonstration of cradle-to-cradle principles, if it actually happens.

To date, though, McDonough has made more concrete progress with corporate clients, including BASF, Nike, PepsiCo, and Ford Motor Co., which famously commissioned the architect to oversee a top-to-bottom overhaul of its historic River Rouge plant in Dearborn, Michigan.

The past few months have seen blue-chip companies tripping over themselves to go green.

In fact, the past few months have seen blue-chip companies tripping over themselves to go green. General Electric vowed to improve the energy efficiency of its operations by 4% a year and double its revenues from relatively clean products to $20 billion by 2010. Wal-Mart, which has contracted with Lovins and RMI for advice, has unveiled plans to double the fuel efficiency of its new trucks, cut greenhouse-gas emissions from existing stores by 20%, and develop a model green store. Energy giant BP just unveiled a new alternative-energy division, which it says could produce $6 billion in annual revenue by 2015.

Whole Foods announced in January that it would buy enough wind-power credits to offset energy use at all of its U.S. stores, and Starbucks, which said in 2005 that it would buy wind energy to meet 20% of electricity needs at its U.S. stores, is this year adding 10% postconsumer recycled content to its ubiquitous paper cups. That should cut the need for new tree fiber by more than 5 million pounds a year, the company says. Even McDonald's is shooting to get its first green-building certification for a restaurant in Savannah, Georgia.

These heavyweight corporations don't need a windmill to see which way the wind blows. And their sheer size means that even tentative, incremental efforts have the potential to move markets. But the most ambitious, inventive ideas are bubbling out of more agile, adaptable small and midsize companies.

Take outdoor-clothing maker Patagonia. Ten years ago, it led the pack in switching to 100% organic cotton; now it's asking folks to return their old Capilene underwear (yes, they'd like you to wash it) to be recycled into new garments.