Author: Amory B. and L. Hunter Lovins

Natural Capitalism by Paul Hawken and Amory and Hunter Lovins argues that businesses can align profitability with ecological responsibility by valuing natural resources as essential capital. The authors propose applying market principles to environmental systems, showing that energy efficiency, resource conservation, and whole-systems thinking can drive innovation and long-term prosperity. First published a decade earlier, the book challenged conventional economics by demonstrating that environmental stewardship and competitive business success are not opposing goals but mutually reinforcing strategies.