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 Yes, Virginia, capitalism CAN work for and with nature
Hawken and Lovins do an excellent job of summarizing (circa 1996, but still quite applicable), how focusing on whole systems, utilizing the benefits of natural processes, and removing waste can promote economic development while IMPROVING the natural environment. Instead of the typical extractive, exploitative processes used by industry, companies can learn from nature, leverage the 4 billion year investment in evolution, and make great strides towards improvements.
I particularly enjoyed the sections on eliminating Muda, or waste, from our processes - as these are a primary place where humankind throws away time, money, and valuable resources. There are, of course, a lot of other books out there on waste and lean thinking, so this is a good starting point.
In all, Hawken and Lovins give a great overview of many of the aspects of green industry, without sounding preachy, overly liberal, or anti-capitalism. In their world, capitalism benefits greatly from considering the impact it has on the earth and the systems therein - and that's the kind of world I want to live in.
 there is hope
This is a must read for the entire planet if it is to survive. Along with Plan B 3.0 simple steps and philosophies if taken seriously and acted upon could save humanity as we know it.
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 on ourselves, but most of the book is spent explaining how we can all work together to reverse those problems. Concrete solutions are provided as well as detailed explanations as to how to achieve those solutions and how/why they benefit the economy as well as the environment. The book may be 10 years old, but it seems brand new since so little of its advice has been implemented as a result of, amongst other things, the severe irresponsibility that came from our leadership in D.C. over much of the past decade. This book should be required reading for every citizen, business person and politician (although, since it's not a quick, easy read, some readers will require patience and a dictionary).
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 summer solely through their design virtue, requiring no additional energy I was excited and went online to view these buildings. 10 years on and neither has been built! It makes me wonder if their claim that the Rocky Mtn Inst. building is heated and cooled solely through its design is also true. Nonetheless, I'm actually a fan of Lovins as I think it's important to engage in some forward thinking and to think in terms of reducing costs (or increasing costs) in environmentally beneficial ways. It's pretty shortsighted in my view to damage the ability of nature to support life on the planet to save on the costs of a light bulb. Mr Lovins and the others are on solid ground when they raise this perspective. As those two unbuilt buildings show, however, it's going to require real determination to get us further along the path that's cleaned up much of our air and water in the USA from what had been their state in the '60s. More to do though, more to do. This book at least makes you feel that it's doable.
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 broad strategies for sustainability as it relates to the activities of businesses and their products and services. It also gives many examples of how these strategies can be implemented so we can see Natural Capitalism in action.
By and large this book is even more relevant now as when it was first published in 1999. I applaud the writers for saying some tough things that need to be said and for showing real, proven solutions instead of just talking about problems and theories. Very refreshing!
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(based on 88 reviews)
