Eco efficiency – “is the efficiency with which environmental resources are used to meet human needs and can help achieve the aim of maximising benefits while minimising risks.”
http://www.epaw.co.uk/EPT/glossary.html
to me this makes a lot of sense, I feel that the environment is something we really need to look after for the future, I mean who really wants our kids to die from flooding! Buy making life easier we need to create simple products, but at the same time we want minimum risk of damaging out planet, by using less fuels.
To me, this just means we need to be more careful with all the products were creating, by try using as little fuels as possible, and being friendly to the environment by recycling.