The argument I find most appealing in the book is the highly necessary calling out of the current environmentalist movement as a lessening of a large evil. The chapter titled Eco Effectiveness rejects the contemporary 'greening' of mass consumerism through 30% recycled paper goods, or reusable (yet still toxic) grocery bags. In its place, the most compelling call to action is for a reframing of the entire eco-perspective. Using the Cherry tree as an example of mass production for solitary gain, the 'waste' created in the process of pollination is not considered waste. Rather it acts in accordance with the ecosystem, decaying cherries giving nutritional value to the soil and grasses.
Applying this paradigm shift to design and construction, toxic and carcinogenic by-products can be phased out. Replacing them through the increased up front cost with natural- easy to break down by-products- can benefit both human consumption as far as health and the environments ability to cope with human presence.
To use resources more sustainably the authors later visualize a triangular system of ecology, equity, and economy to question the harder, more deeply embedded norms of society today. This triangle, which we covered in class a bit, was the most forward thinking theme of the book. The challenge to reframe the way norms have played out and to put ecology and economy at the forefront of the conceptualization is the best way in my opinion to spark and maintain positive change.
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