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Natural Capitalism: Creating the Next Industrial Revolution Review

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.

Natural Capitalism: Creating the Next Industrial Revolution Overview

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.

Natural Capitalism: Creating the Next Industrial Revolution Specifications

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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Customer Reviews

Yes, Virginia, capitalism CAN work for and with nature - Jason Stokes - St. Louis
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 - B. Baldridge -
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 - M. Luber - Los Angeles
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).

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Wednesday, September 8, 2010