Natural
Capitalism - 2005 Update
New
Format Paperback with New Introduction, by Paul Hawken,
Amory B. Lovins and L. Hunter Lovins
Natural
Capitalism, the acclaimed worldwide bestseller that
started the ‘nat cap’ revolution, is back
with a New Introduction by Amory B Lovins, who takes
the book and the revolution forwards at full speed.
'Natural capitalism' is quite different from conventional
capitalism but, once understood, it seems it must
have been obvious all along. Drawing upon economic
logic, intelligent technologies and the best of contemporary
design, the authors show how it will transform our
fundamental notions about the way to do business.
They describe the wealth of opportunities for profit
from providing quality and service with ever more
efficiency and less waste, through the rational employment
of resources, money and people - doing more and better
with less.
What people have said about the book
‘How can ecological and economic goals be reconciled,
so that the world can grow simultaneously richer and
greener? That is the challenge that Paul Hawken and
the Lovinses have courageously faced in a series of
books that culminate in Natural Capitalism. In it,
they seek to describe “capitalism as if living
systems mattered”, an eco-friendly economy in
which the world’s doubling population might
live – and live better – within the planet’s
natural constraints. Brimming with examples and anecdotes,
the book will exasperate some and excite others –
but leave every reader with the hope that the old
battle between business and the environment can reach
a peaceful and constructive conclusion’
Frances Cairncross, The Economist
‘Anyone serious about business sustainability
ignores this book at their peril. Here are the reasons
for the explosion in ecological thinking in companies,
and true to the Lovinses’ form the book is packed
with information and explanations about many new developments.
This is natural capitalism at work’
Tessa Tennant, NPI Asset Management
‘The whole concept of natural capital manages
to be both pragmatic and idealistic which, in my book,
adds up to inspirational. By emphasizing the relatively
intimate idea of interactive services within the global
economy, the authors underline the chain of responsibility
that extends from supplier to producer to consumer.
We all have our part to play in the future they outline.
This intimidating, empowering challenge is lucidly
defined in Natural Capitalism’
Anita Roddick, Founder, The Body Shop International
‘Three world-class minds. One giant leap for
sustainability’
John Elkington, Chairman, SustainAbility Ltd.Author
of Cannibals With Forks: The Triple Bottom Line of
21st Century Business
‘Whither capitalism, now that the communist
dragon is slain? Hawken and the Lovinses map out a
scenario that will appal conventional economists,
unsettle conventional environmentalists and delight
anyone who wants to see the Earth both protected and
revered and responsible wealth creators allowed to
flourish. If any book can be said to usher in a hopeful
new age, it’s this’
Jonathon PorrittDirector, Forum for the Future
‘There is a new book out I commend to you called
Natural Capitalism…This is a huge deal’
BILL CLINTON
‘The book presents an extraordinary catalogue
of brilliant, profitable and environmental informed
design’
THE INDEPENDENT
‘A visionary book that is truly appropriate
for the new millennium’
NATURE
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