AUTHOR: Lovins, Amory
DOCUMENT ID: NC01-29
DOCUMENT TYPE: Journal or Magazine Article
This is a brief summary of the principles of natural capitalism with case studies illustrating how natural capitalism can be implemented in business environments to save energy and money. The principles discussed are biomimicry, reinvestment in natural capital, radical resource productivity, and service and flow economy. This article describes companies that are increasing profits without increasing energy use. Lovins argues that natural capitalism will subsume industrial capitalism into its new paradigm much as industrial capitalism subsumed agrarianism and that natural capitalism can help reverse the decline in jobs, security, hope, and satisfaction.