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Natural Capitalism

Natural Capitalism: Creating the Next Industrial Revolution

natural capitalism

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.

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What You Should Know
"Imagine for a moment  a world where cities have become peaceful and  serene because cars and buses are whisper quiet, vehicles exhaust only water vapor,..."
"Natural Capitalism" starts with an elegantly simple premise: economies need no longer be based on the idea that human capital is finite and natural resources are infinitely abundant when the obvious truth of the 21st Century is exactly the opposite.
The authors are pointing out the inefficiencies of the leading industries in the world. They point out that the energy savings alone would pay back for the money that was spent to change. The authors are invaiting people to step outside their traditional mind set and see the benefits through a little foresight and willingness to change.