Traditional Eco-efficiency begins with the assumption of a one-way, linear flow of materials through industrial systems: raw materials are extracted from the natural resources, transformed into end-products, and eventually disposed of. In this system, eco- efficient techniques seek only to minimize the volume, velocity, and toxicity of the material flow system, but are incapable of altering its linear progression. Some materials such as plastic materials are recycled, but often as an end-of-pipe solution, since these materials collection systems are not designed for reduce 、recycle 、reuse and renew process (4R) . Instead of true 4R recycling , this one–way process is actually downcycling, a downgrade in material quality, which limits usability and maintains the linear, cradle-to-grave dynamic of the material flow system.

In contrast to this approach of minimization and dematerialization, ourWaste Plastic 4R Eco-Effectiveness proposes the transformation of products and their associated material flows such that they form a supportive relationship with ecological systems and future economic growth. The goal is not to minimize the cradle-to-grave flow of materials, but to generate cyclical, cradle-to-cradle ‘metabolisms’ that enable materials to maintain their status as resources and accumulate intelligence over time (upcycling). This inherently generates a synergistic relationship between ecological and circular economic system, a positive recoupling of the relationship between economy and ecology in full circle .