Abstract

Despite all the hyperbole, Natural Capitalism is not a great book and even less of a radical concept. Indeed, the "natural" is wholly unnecessary, for most of its "radical insights" amounts to nothing more than a rediscovery of the fundamental tenets of a market economy. Good capitalist entrepreneurs have always been able to figure out that pollution and waste are both inefficient and expensive. They never needed government officials or business consultants to tell them that you can do well financially and environmentally at the same time. In spite of all this, if Natural Capitalism succeeds in convincing a large segment of the population that economic growth needn’t coincide with environmental degradation, it will have played a useful role—perhaps one that long-time advocates of market economies simply cannot play. One nonetheless hopes that Hawken and the Lovins will one day take a good look at what their ancestors achieved and give some credit to writers who made all of their good points—and most of their bad ones—long before they were born