Natural capitalism is a cooperative effort of paul hawken amory lovins and l hunter lovins to outline the principals of natural capitalism an ethos by which the resources of the natural world are as highly valued as financial resources have been in previous human history a summary of the state of industry and its cost to the natural world is outlined in the first chapter with a call to . Most businesses still operate according to a world view that hasnt changed since the start of the industrial revolution then natural resources were abundant and labor was the limiting factor of production but now theres a surplus of people while natural capital natural resources and the ecological systems that provide vital life support services is in decline and relatively expensive. Natural capitalism creating the next industrial revolution for decades environmentalists have been warning that human economic activity is exceeding the planets limits of course we keep pushing those limits back with clever new technologies yet living systems are undeniably in decline these trends need not be in conflict in fact there are fortunes to be made in reconciling them natural . Readers are offered a view of the sustainability movement during the late 1990s in natural capitalism creating the next industrial revolution by paul hawken amory b lovins and l hunter lovins it was first published in 1999 a 10th anniversay edition was published in 2010 with a new introduction by amory b lovins and paul hawken that updates the story to include successes of the last . Paul hawken and the lovins have teamed up to provide one of the best overall books on natural capitalism which offers a whole new approach to the way in which we do business for too long we have taken natural capital for granted squandering our natural resources and unleashing an unhealthy array of by products which have further contaminated our world it is time to add natural capital to
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