The cradle-to-cradle paradigm overturns the usual cradle-to-grave approach that consigns products and resources to a short useful lifespan and ultimate 'death' in a landfill grave or incinerator. Instead, it seeks to create a system in which materials are "perpetually circulated in closed loops" in ways that are environmentally beneficial. Some of the concepts include using more packaging, more colorful packaging but make it totally reusable or recyclable, designing the packaging in material that not only can break down in the environment, but become a nutrient for the soil.