The Natural Edge Project The Natural Advantage of Nations Whole System Design Factor 5 Cents and Sustainability Higher Education and Sustainable Development

“We have learned a lot of lessons since Natural Capitalism came out in 1999, that I think will make the next explications of this subject even more powerful and effective, so working with our Natural Project Edge collaborators I think shows great promise, these are very diligent and well informed people that I think are doing valuable work and we are looking forward to cooperating with them in ways that will help us all to learn faster and get more done better.”
Amory Lovins, CEO, Rocky Mountain Institute

Natural Capitalism - 2005 Update  

Natural Capitalism - 2005 Update

New Format Paperback with New Introduction, by Paul Hawken, Amory B. Lovins and L. Hunter Lovins


Natural Capitalism, the acclaimed worldwide bestseller that started the ‘nat cap’ revolution, is back with a New Introduction by Amory B Lovins, who takes the book and the revolution forwards at full speed. 'Natural capitalism' is quite different from conventional capitalism but, once understood, it seems it must have been obvious all along. Drawing upon economic logic, intelligent technologies and the best of contemporary design, the authors show how it will transform our fundamental notions about the way to do business. They describe the wealth of opportunities for profit from providing quality and service with ever more efficiency and less waste, through the rational employment of resources, money and people - doing more and better with less.

What people have said about the book

‘How can ecological and economic goals be reconciled, so that the world can grow simultaneously richer and greener? That is the challenge that Paul Hawken and the Lovinses have courageously faced in a series of books that culminate in Natural Capitalism. In it, they seek to describe “capitalism as if living systems mattered”, an eco-friendly economy in which the world’s doubling population might live – and live better – within the planet’s natural constraints. Brimming with examples and anecdotes, the book will exasperate some and excite others – but leave every reader with the hope that the old battle between business and the environment can reach a peaceful and constructive conclusion’

Frances Cairncross, The Economist

‘Anyone serious about business sustainability ignores this book at their peril. Here are the reasons for the explosion in ecological thinking in companies, and true to the Lovinses’ form the book is packed with information and explanations about many new developments. This is natural capitalism at work’

Tessa Tennant, NPI Asset Management

‘The whole concept of natural capital manages to be both pragmatic and idealistic which, in my book, adds up to inspirational. By emphasizing the relatively intimate idea of interactive services within the global economy, the authors underline the chain of responsibility that extends from supplier to producer to consumer. We all have our part to play in the future they outline. This intimidating, empowering challenge is lucidly defined in Natural Capitalism’

Anita Roddick, Founder, The Body Shop International

‘Three world-class minds. One giant leap for sustainability’

John Elkington, Chairman, SustainAbility Ltd.Author of Cannibals With Forks: The Triple Bottom Line of 21st Century Business

‘Whither capitalism, now that the communist dragon is slain? Hawken and the Lovinses map out a scenario that will appal conventional economists, unsettle conventional environmentalists and delight anyone who wants to see the Earth both protected and revered and responsible wealth creators allowed to flourish. If any book can be said to usher in a hopeful new age, it’s this’

Jonathon PorrittDirector, Forum for the Future

‘There is a new book out I commend to you called Natural Capitalism…This is a huge deal’


‘The book presents an extraordinary catalogue of brilliant, profitable and environmental informed design’


‘A visionary book that is truly appropriate for the new millennium’