Resources: The Revolution Begins

In a similar vein, Hartmann & Forbes, which makes handwoven window coverings from sustainably grown grasses and bamboo, just launched a program to take them back at the end of their useful lives. Q Collection, an upscale furniture maker, outflanks competitors by eschewing formaldehyde, polyurethane, and flame retardants. GDiapers are made of reusable cloth with flushable, compostable inserts. IceStone is a glossy countertop material of recycled glass and concrete.

Perhaps no other area is seeing as great a flurry of development as clean energy. Solar cells are shrinking, wind turbines are getting more efficient, and hydrokinetic energy--from the natural movement of water--is being tapped as never before. Energy company Energetech, for example, is teaming up with desalination company H2AU to develop technology that harnesses wave power and uses it to make ocean water drinkable. A prototype in the waters off of Port Kembla, Australia, last year beat expectations; a full-scale version could power 1,400 homes a year, at a competitive cost, or produce 260 million gallons of potable water--with zero emissions.

There are thousands of others, small firms and startups creating nontoxic, modular, recyclable products; modeling more efficient production; reducing their pollution. As in any new wave of innovation, many--perhaps most--of these companies will fail, but each will add to the expanding store of practical wisdom.

Flushable diapers and fancy chairs notwithstanding, we will never recover the thousands of species lost, the old-growth forests and Appalachian mountaintops leveled, or the lives cut short by poisons and pollution. There is already enough carbon dioxide in the atmosphere to guarantee at least some climatic disruption.

The real engine of environmental progress will turn out to be not government action but imagination and entrepreneurial spirit.

The European Union and U.S. states and cities are picking up some of the legislative and regulatory slack, but at the national level here, action to address these problems has been anemic at best and counterproductive at worst--a collective failure of will that could come back to haunt us. But if McDonough and company are right, the real engine of environmental progress will turn out to be not government action but the imagination and entrepreneurial spirit of thousands of market-savvy, environmentally minded innovators.

As GE CEO and newly minted eco-evangelist Jeffrey Immelt is fond of saying, "Green is green."

Chip Giller is founder and editor of Grist.org, an online environmental magazine. David Roberts is a Grist.org senior writer.