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Natural Capitalism: Creating the Next Industrial Revolution
by Paul Hawken
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Amazon.com Amazon.com Review (ISBN 0316353000, Paperback)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
(retrieved from Amazon Mon, 30 Sep 2013 13:17:42 -0400)
"On its first publication 10 years ago, Natural capitalism rocked the world of business with its innovative new approach - an approach that fused ecological integrity with business acumen, using the radical concept of natural capitalism. This 10th anniversary edition features a new introduction by Amory B. Lovins and Paul Hawken, which updates the story to include the successes of the last decade. It clearly sets out the path that we must now take to ensure the future prosperity of our civilization and our planet"--P.  of cover.
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