Natural Capitalism: Creating the Next Industrial Revolution
by: Paul Hawken, Amory Lovins, L. Hunter Lovins
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Amazon.com Review:
In Natural Capitalism, three top strategists show howleading-edge companies are practicing "a new type of industrialism"that is more efficient and profitable while saving the environment andcreating jobs. Paul Hawken and Amory and Hunter Lovins write that inthe next century, cars will get 200 miles per gallon withoutcompromising safety and power, manufacturers will relentlessly recycletheir products, and the world's standard of living will jump withoutfurther damaging natural resources. "Is this the vision of a utopia? In fact, the changes described here could come about in the decades tocome as the result of economic and technological trends already inplace," the authors write.
They call their approach natural capitalism because it's based on theprinciple that business can be good for the environment. For instance,Interface of Atlanta doubled revenues and employment and tripledprofits by creating an environmentally friendly system of recyclingfloor coverings for businesses. The authors also describe how the nextgeneration of cars is closer than we might think. Manufacturers arealready perfecting vehicles that are ultralight, aerodynamic, andfueled by hybrid gas-electric systems. If natural capitalism continuesto blossom, so much money and resources will be saved that societieswill be able to focus on issues such as housing, contend Hawken,author of a book and PBS series called Growing a Business, andthe Lovinses, who cofounded and directed the Rocky Mountain Institute,an environmental think tank. The book is a fascinating and provocativeread for public-policy makers, as well as environmentalists andcapitalists alike. --Dan Ring
Product Description:
Most businesses still operate according to a world view that hasn't changed since the start of the Industrial Revolution. Then, natural resources were abundant and labor was the limiting factor of production. But now, there's a surplus of people, while natural capital natural resources and the ecological systems that provide vital life-support services is scarce and relatively expensive.In this groundbreaking blueprint for a new economy, three leading business visionaries explain how the world is on the verge of a new industrial revolution. Natural Capitalism describes a future in which business and environmental interests increasingly overlap, and in which companies can improve their bottom lines, help solve environmental problems and feel better about what they do all at the same time.Citing hundreds of compelling stories from a wide array of sectors, the book shows how to realize benefits both for today's shareholders and for future generations and how, by firing the unproductive tons, gallons, and kilowatt-hours it's possible to keep the people who will foster the innovation that drives future improvement.
In Natural Capitalism, three top strategists show howleading-edge companies are practicing "a new type of industrialism"that is more efficient and profitable while saving the environment andcreating jobs. Paul Hawken and Amory and Hunter Lovins write that inthe next century, cars will get 200 miles per gallon withoutcompromising safety and power, manufacturers will relentlessly recycletheir products, and the world's standard of living will jump withoutfurther damaging natural resources. "Is this the vision of a utopia? In fact, the changes described here could come about in the decades tocome as the result of economic and technological trends already inplace," the authors write.
They call their approach natural capitalism because it's based on theprinciple that business can be good for the environment. For instance,Interface of Atlanta doubled revenues and employment and tripledprofits by creating an environmentally friendly system of recyclingfloor coverings for businesses. The authors also describe how the nextgeneration of cars is closer than we might think. Manufacturers arealready perfecting vehicles that are ultralight, aerodynamic, andfueled by hybrid gas-electric systems. If natural capitalism continuesto blossom, so much money and resources will be saved that societieswill be able to focus on issues such as housing, contend Hawken,author of a book and PBS series called Growing a Business, andthe Lovinses, who cofounded and directed the Rocky Mountain Institute,an environmental think tank. The book is a fascinating and provocativeread for public-policy makers, as well as environmentalists andcapitalists alike. --Dan Ring
Product Description:
Most businesses still operate according to a world view that hasn't changed since the start of the Industrial Revolution. Then, natural resources were abundant and labor was the limiting factor of production. But now, there's a surplus of people, while natural capital natural resources and the ecological systems that provide vital life-support services is scarce and relatively expensive.In this groundbreaking blueprint for a new economy, three leading business visionaries explain how the world is on the verge of a new industrial revolution. Natural Capitalism describes a future in which business and environmental interests increasingly overlap, and in which companies can improve their bottom lines, help solve environmental problems and feel better about what they do all at the same time.Citing hundreds of compelling stories from a wide array of sectors, the book shows how to realize benefits both for today's shareholders and for future generations and how, by firing the unproductive tons, gallons, and kilowatt-hours it's possible to keep the people who will foster the innovation that drives future improvement.
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Customer Reviews
Average Rating:
Rating: 
- Amazing book
One of the best, most interesting and informative books I've ever read.Anyone looking to read about the countless opportunities to improve our environment should read this book. You'll learn how you, every citizen,every business, and every government can make a change for the better...both environmentally and economically.This book doesn't get partisan politically and is not a downer saying that the sky is falling and we're all doomed.It does point out the many problems that we have brought ... Read More
Rating: 
- 10 Years After, There's Definitely Hype, But Good Ideas Too
Borrowed from the library the hardcover edition that was published back in 1998 or 1999.Reading the book now one can that there's a great deal of hype/hucksterism in this book.Some examples are the buildings that at the time of publication he said would be built at universities in England and Idaho.The great thing about Mr. Lovins, et alia is they assiduously footnote their statements.So when I read that these universities were building buildings that would be heated in winter and cooled in ... Read More
Rating: - Reinvention
I read Paul Hawken's book "The Ecology of Commerce" first. It was so good I decided to read this one too. It's just as good.
The name of the book describes what it is about very well. In a sense capitalism is unnatural because it is unsustainable. In contrast Natural Capitalism is when business interests work in concert with social interests and natural systems so that all three sustain each other.
Natural Capitalism is easy to read and is essentially optimistic. It discusses ... Read More
Rating: - Excellent book!
Although one might not completely agree with all of the ideas and concepts discussed in the book, it is a wonderful read for those who are both environmentally conscious and business world-savvy. As a treehugging bean-counter, I absolutely enjoyed "Natural Capitalism".
Rating: - an optimistic vision of the future
I am about halfway through this now and I find the book very engaging and not difficult to read.I do agree that the current edition is dated.
Kyoto costs too much?80% reduction in carbon emissions by 2050 is a pipe dream?This book will go a long way to persuading you that we will meet that target and more before 2050 and *make* money.The compelling question is - why aren't we further along in making the changes needed?
- Amazing bookOne of the best, most interesting and informative books I've ever read.Anyone looking to read about the countless opportunities to improve our environment should read this book. You'll learn how you, every citizen,every business, and every government can make a change for the better...both environmentally and economically.This book doesn't get partisan politically and is not a downer saying that the sky is falling and we're all doomed.It does point out the many problems that we have brought ... Read More
- 10 Years After, There's Definitely Hype, But Good Ideas TooBorrowed from the library the hardcover edition that was published back in 1998 or 1999.Reading the book now one can that there's a great deal of hype/hucksterism in this book.Some examples are the buildings that at the time of publication he said would be built at universities in England and Idaho.The great thing about Mr. Lovins, et alia is they assiduously footnote their statements.So when I read that these universities were building buildings that would be heated in winter and cooled in ... Read More
- ReinventionI read Paul Hawken's book "The Ecology of Commerce" first. It was so good I decided to read this one too. It's just as good.
The name of the book describes what it is about very well. In a sense capitalism is unnatural because it is unsustainable. In contrast Natural Capitalism is when business interests work in concert with social interests and natural systems so that all three sustain each other.
Natural Capitalism is easy to read and is essentially optimistic. It discusses ... Read More
- Excellent book!Although one might not completely agree with all of the ideas and concepts discussed in the book, it is a wonderful read for those who are both environmentally conscious and business world-savvy. As a treehugging bean-counter, I absolutely enjoyed "Natural Capitalism".
- an optimistic vision of the futureI am about halfway through this now and I find the book very engaging and not difficult to read.I do agree that the current edition is dated.
Kyoto costs too much?80% reduction in carbon emissions by 2050 is a pipe dream?This book will go a long way to persuading you that we will meet that target and more before 2050 and *make* money.The compelling question is - why aren't we further along in making the changes needed?
