Natural Capitalism: Creating the Next Industrial Revolution

by Back Bay Books

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  • Back Bay Books
  • 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

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