The world of business is changing — fast. The prevailing model for creating wealth — which has its roots in the industrial revolution and which dominated the last century — no longer applies. Natural Capitalism introduces an alternative, a new paradigm. Praised by business and political leaders as well as economists and environmentalists around the globe, this groundbreaking book reveals how tomorrow’s most successful global businesses will draw profit from their own environmental responsibility.

Hawken (The Ecology of Commerce) and Amory and Hunter Lovins of the Rocky Mountain Institute, an environmental think tank, have put together an ambitious, visionary book advocating natural capitalism. Based on the principle that businesses can be good for the environment, Natural Capitalism shows how leading-edge companies are practicing a new type of industrialism that is both more efficient and more profitable, while simultaneously protecting the planet and creating jobs. Natural capitalism is a way of thinking that seeks to apply market principles to all sources of material value, most importantly natural resources. The authors have two related goals: first, to show the vast array of ecologically smart options available to businesses; second, to argue that it is possible for society and industry to adopt them.