CRADLE TO CRADLE: REMAKING THE WAY WE MAKE THINGS is a new book out by architect William Mc donough and chemist Michael Braungart. I have found a nice informational article about their book and design practices online at DesignBOOM.
In their book they advocate for a new approach to green product design. An approach that acknowledges economic and business constraints. Instead of traditionally divisive arguments between business and environmentalists, MBDC (their design studio) would like to show that "saving the planet can bring economic benefits as well." The book revolves around the main idea that waste in nature is equal to food. They would like to see products placed within their biological or technical metabolism, and consider longer-term consequences of how products will break down as biological or techincal "food" for reuse.
In place of traditional recycling practices that require a lot of energy and work to produce inferior products they suggest making products such that materials either biodegrade or can be re-used at the same or higher level, rather than "downcycled".
(left) Diagram illustrating the importance of Ecology, Equity, and Economy in the product lifecylce. (right) They devised a toxin-free blend of wool and organically grown ramie, a linen-like fiber, in a process so clean that it generates potable wastewater.
Links:
http://www.designboom.com/eng/funclub/cradle.html (Article)
http://www.mbdc.com/ (Design Studio)
http://www.amazon.com/exec/obidos/tg/detail/... (Book at Amazon)