When you have lived with something your whole life, often you take it for granted that it is true. Perhaps this is how most people see money and economics. But let these economists explain to you just how flawed and inadequate our concept of wealth is, and also let them show you some alternatives. Why are humans so destructive, why do we damage the natural ecosystems of the Earth, and why do we spew so much pollution into the environment? It's because we have defined wealth in a way that is inconsistent with reality. We need natural ecosystems, but we never pay them for anything we take. We breathe the oxygen but we don't pay the trees for it. We drink the water but we don't pay the rivers for it. As long as we don't put a price tag on nature, we will not be able to quantify how much our destructive actions are costing us. If we need the forests and the oceans just as we need our houses and factories, then we should consider nature also as capital, as things that have explicit monetary value.

If you are already advanced in the process of looking for information about what's going on with the environment and what kind of solutions can and/or should be put in place - or should I say: if you already are a more open-minded, wiser and better person who cares about the outside world? - there is no need to read this book. It will likely state the obvious to you.
Rather, with some of its passages demonstrating how good can be accomplished in the world, I wish there were an english version of 80 Hommes pour changer le monde Entreprendre pour la planète (lit. 80 men to change the world), a French book that presents amazing initiatives that help, little at a time, to make things better, around the world.

On the other hand, if you are at the beginning of the path that leads to environmental knowledge (what's going on, what are the solutions, who is involved, and so on), then you should read this book. It will give you a clean picture of the situation, as of 1999, and incentives to read further on the subjects, or even better to start introspective reflexion about your actions as a human being part of an ecosystem and their consequences.

I'd then recommend Ray Anderson's Mid-Course Correction Toward a Sustainable Enterprise The Interface Model as a more hands-on application of the principles presented in the book.

This book is a compilation of many good ideas associated with what is truly the new economy, one that focuses on resource conservation as opposed to exploitation.

One of Cambridge Sustainability's Top 50 Books for Sustainability, as voted for by our alumni network of over 3,000 senior leaders from around the world. To find out more, click here.

Natural Capitalism suggests that the world is on the verge of a new industrial revolution - one that promises to transform our fundamental notions about commerce and its role in shaping our future. The authors describe a future in which business and environmental interests increasingly overlap, and in which companies can simultaneously satisfy their customers' needs, increase profits and help solve environmental problems.

Natural capital refers to the natural resources and ecosystem services that make all economic activity possible. Yet current business practices typically fail to take into account the value of these assets, a value that is rising as they become scarcer. As a result, natural capital is being degraded and liquidated by the wasteful use of such resources as energy, materials, water, fibre and topsoil.

Watch as I become a true hippie-capitalist.

Neoclassical economics will be the end of our society, this is where the changes need to come from

The world's economy is based on natural resources, the extraction of them and the making and selling and buying of those things which come from nature. As a result, the environment is being despoiled, and resources are diminishing. The authors suggest a new theory of economics and that is to place a value on that which comes from nature. That which has cash value is preserved and carefully used. It is the basis for an economic sustainability model that will help manufacturers, allow capitalism to continue, and to protect the environment. For instance, what is the value of the planet's hydrologic cycle, the natural cleaning of water and replenishment? What would it cost to build such a system if the natural one fails? Earth operates efficiently doing expensive work for humans, plants and animals. If it reaches a point where it cannot perform, humans must build systems to replace failed natural systems. Hawken and the Lovins are no strangers to controversial and prescient ideas. This is another one, supported by well researched metrics. I recommend the book t o anyone who likes capitalism, and cares for the environment.

Anyone who wants to get a glimpse of what is possible in the green movement, now and in the near future, should read this book. Paul Hawken is one of today's most inspiring environmental writers and this is the blueprint for bringing our society into harmony with nature.

Although this book is full of good ideas and practices it gives a lot of somewhat outdated examples that become tiresome. I'm only halfway through but feel as if I've heard it all before in Cradle to Cradle.

A vital read for anyone that wants to work in the field of sustainability! Although the examples haven't aged well, the concepts are current and form a foundation for future developments. Furthermore, its a textbook written as a novel to keep the readers engaged.

Great book on how we can grow wealth for all and not kill the planet

Written in 1999, this book maps out a plan for greatly increasing the efficiency and economic opportunities of our current capitalistic system, all while taking environmental harm, waste and degradation out of the picture. The authors argue that the knowledge and technology are there to achieve a waste-free, non-polluting, money and job generating society. This book is meticulously researched and written to appeal to more business minded people than myself, which is a good thing, as most environmental activism is usually preaching to the choir and lacking in economic ideology. All sectors of the economy, from transportation to industry to water to energy to construction to agriculture to government are discussed. Each sector is examined for inefficiencies and waste also ground-breaking revolutions are brought to light. Most are simple and just involve a different way of thinking.
Although this is definitely not a light, fun read, I would still recommend it to those interested in efficiency, “green” issues or economics/business practices. It reads almost like a textbook, only more interesting and a bit more light-hearted at times.
It is interesting to me to read it now with $4 gas prices, knowing that when it was written (’99), gas was about ¼ that and the technologies and changes mentioned were even profitable back then. It really makes me wonder what has happened that we have not moved forward as much as this book suggests we can (or could have).
Look into it.

“If a company knew that nothing that came into its factory could be thrown away, and that everything it produced would eventually return, how would it design its components and products? The question is more than a theoretical construct, because the Earth works under precisely these strictures.”