|
Natural Capitalism: Creating the Next
Industrial
Revolution
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.
|
|
|
