Ethics Governance
Ethics & Governance - Resources and Articles |
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| Article - Abstract. To view full article click on the article title. | |
Natural Capitalism: Creating the Next Industrial Revolution Natural Capitalism: Creating the Next Industrial Revolution By Paul Hawken, Amory Lovins and L. Hunter Lovins. Back Bay Books, 1999. Like many people interested in the concept of sustainability (and many more who aren't), I still tend to hold on to the belief that living and working in tune with natural rhythms, no matter how laudable a goal, mean making sacrifices. And not just any sacrifices, but those of monastic caliber. If I'm going to live sustainably, comfort and luxury just won't figure into the equation... right? I have to plan on “freezing in the dark.” The only comfort I can count on is that of knowing I'm doing the right thing for future generations and the planet... No wonder sustainability's such a hard sell! The portrayal of sustainability as a synonym for “discomfort” and “impoverishment,” though, is a myth according to Paul Hawken, Amory Lovins and L. Hunter Lovins. In their landmark study Natural Capitalism: Creating the Next Industrial Revolution, the authors present not only the theoretical basis for doing business in more earth and people-friendly ways, but also provide a multitude of examples that demonstrate how sustainable business practices employed by real companies are creating comfort, jobs and wealth for shareholders, employees and the larger community. Full Article: http://www.frugalmarketing.com/dtb/natural-capitalism.shtml |
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2006 Ethics-Governance.com |
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