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Product ID: 286372
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