Natural Capitalism: Creating the Next Industrial Revolution

by Paul Hawken (Author), Amory Lovins (Author), L. Hunter Lovins (Author)

Editorial Reviews
Amazon.com Review
In Natural Capitalism, three top strategists show how leading-edge companies are
practicing "a new type of industrialism" that is more efficient and profitable
while saving the environment and creating jobs. Paul Hawken and Amory and Hunter
Lovins write that in the next century, cars will get 200 miles per gallon
without compromising safety and power, manufacturers will relentlessly recycle
their products, and the world's standard of living will jump without further
damaging natural resources. "Is this the vision of a utopia? In fact, the
changes described here could come about in the decades to come as the result of
economic and technological trends already in place," the authors write.
They call their approach natural capitalism because it's based on the principle
that business can be good for the environment. For instance, Interface of
Atlanta doubled revenues and employment and tripled profits by creating an
environmentally friendly system of recycling floor coverings for businesses. The
authors also describe how the next generation of cars is closer than we might
think. Manufacturers are already perfecting vehicles that are ultralight,
aerodynamic, and fueled by hybrid gas-electric systems. If natural capitalism
continues to blossom, so much money and resources will be saved that societies
will be able to focus on issues such as housing, contend Hawken, author of a
book and PBS series called Growing a Business, and the Lovinses, who cofounded
and directed the Rocky Mountain Institute, an environmental think tank. The book
is a fascinating and provocative read for public-policy makers, as well as
environmentalists and capitalists alike. --Dan Ring

From Publishers Weekly
Hawken (The Ecology of Commerce) and Amory and Hunter Lovins of the Rocky
Mountain Institute, an environmental think tank, have put together an ambitious,
visionary monster of a book advocating "natural capitalism." The short answer to
the logical question (What is natural capitalism?) is that it is a way of
thinking that seeks to apply market principles to all sources of material value,
most importantly natural resources. The authors have two related goals: first,
to show the vast array of ecologically smart options available to businesses;
second, to argue that it is possible for society and industry to adopt them.
Hawken and the Lovinses acknowledge such barriers as the high initial costs of
some techniques, lack of knowledge of alternatives, entrenched ways of thinking
and other cultural factors. In looking at options for transportation (including
the development of ultralight, electricity-powered automobiles), energy use,
building design, and waste reduction and disposal, the book's reach is
phenomenal. It belongs to the galvanizing tradition of Frances Moore Lapp?'s
Diet for a Small Planet and Stewart Brand's The Whole Earth Catalog. Whether all
that the authors have organized and presented so earnestly here can be
assimilated and acted on by the people who run the world is open to question.
But readers with a capacity for judicious browsing and grazing can surely learn
enough in these pages to apply well-reasoned pressure. Charts and graphs, with
accompanying CD-ROM.

Product Details

Paperback: 416 pages
Publisher: Back Bay Books; 1st edition (December 1, 2008)
Language: English
ISBN-10: 0316353000


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