Natural Capitalism5

Written by Paul Hawken. Amory Lovins & L. Hunter Lovins

Even the most energy-efficient countries are only a few percent energy-efficient. It's even worse that only one percent of the total North American material flow ends up in, and is still being used within, products six months after their sale. That roughly one percent materials efficiency is looking more and more like a vast business opportunity. But this opportunity extends far beyond just recycling bottles and paper, for it involves nothing less than the fundamental redesign of industrial production and the myriad uses for its products. The next business frontier is rethinking everything we consume: what it does, where it comes from. where it goes, and how e can keep getting its service from a net flow of very nearly nothing at all--but ideas.


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