The book argues that companies that adopt resource efficient technologies will be profitable business innovators that help solve environmental problems "and feel better about what they do".
The book documents numerous case studies where businesses have profited from rethinking their resource consumption. Based on these examples the authors evangalize that the reconciliation of business interests with environmental concerns can solve many of the world's pressing environmental problems.
- Paul Hawken, Amory B. Lovins, and L. Hunter Lovins, "Natural Capitalism: Creating the Next Industrial Revolution", Little, Brown, 1999. Hardcover ISBN No: 0316353167. Paperback ISBN No: 0316353000.
Natural Capitalism websites
- Joel Kovel, "The Justifiers: A critique of Julian Simon, Stephan Schmidheiny, and Paul Hawken on Capitalism and Nature", Capitalism Nature Socialism, 10 (23), pp.3-36, (1999).
- Ben Brucato, "Thoughts on Paul Hawken and Blessed Unrest", Blog, October 29, 2009.
- Heather Rogers, "The greening of capitalism?", ISR Issue 70, March–April 2010.