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

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.