11 November 2008



Capitalism as we know it is broken.

Crony capitalism, the driver of unparalleled environmental destruction, growing disparities in wealth, and now a looming economic collapse has turned out to be unable to sustain even itself -- by October of this year 10 million jobs will have been lost; in the U.S. alone 1.2 million lost in the last month. Forty percent of stock value has vanished -- a $9 TRILLION dollar loss. Add in the $5 trillion real estate loss and over 14 trillion dollars evaporated.

The American dream is being foreclosed. The time to change course is now. When Newsweek recently called me a "green business icon" (I've been called worse) they spoke to the heart of Natural Capitalism: in this economic crisis, Natural Capitalism offers not just a better way to do business, but also the path to a dramatic turnaround. We can transform products, processes, and services in ways that value and restore natural and cultural heritage; we can generate good manufacturing jobs, and we can deliver durable competitive advantage. All the technologies we need are already commercial, and the new wave of clean-tech innovation brings more every day.


For many years, I've been answering how, in the face of so many challenges, I still have hope. For the first time this century, it's easy.  This crisis offers the clear imperative to implement the principles of Natural Capitalism. It is no longer just a good idea -- it's now critical to our children, our communities, our economy, our environment and our way of life.

Thanks to your help Natural Capitalism Solutions is reframing critical aspects of the economy:

Presidential Climate Action Plan: Natural Capitalism Solutions wrote the Economic Case for Climate Protection to underpin this landmark piece that details what the new President must do in his first 100 days to profitably protect the climate [link];

Solutions at the Speed of Business: Natural Capitalism's new web-based tool enables businesses to implement effective climate solutions [link];

Climate Protection Manual for Cities: Providing solutions in dozens of communities implementing comprehensive sustainability programs [link];

Educating tomorrow’s leaders in sustainability: Natural Capitalism Solutions is transforming how business is done through lectures, podcasts, and other public presentations and our formative work at Presidio School of Management [link];

Restorative Communities: Natural Capitalism Solutions is working with communities in Colorado to create a replicable process to achieve authentic sustainability in a decade or less -- carbon neutral without offsets, abundant clean water, secure sustainable food, zero waste, and a socially equitable economy;

Implementing Sustainable Corporate Practices: In 2008 Natural Capitalism Solutions has worked with companies representing three percent of GNP, to help them implement more sustainable practices;

Reframing capitalism: Natural Capitalism Solutions is assembling thought leaders from around the world to spell out how to unleash the new energy economy, transform how business is done, and implement sustainable prosperity in communities;

Natural Capitalism Solutions is the right group at the right time. In addition to my normal schedule of teaching, speaking and consulting, this September I was honored to travel to Zurich, Switzerland, to receive the International Sustainability Pioneer Award (considered by many the Nobel of Sustainability). It is an affirmation of Natural Capitalism's pioneering role in implementing a more sustainable future. I wish you could have been there with me, because you made it possible.


Change is always scary. The demise of last century's economy tempts many to pull back -- to wait and see. That way lies a very grim future. At no time in the 35 years I have spent working on these issues, have I been more hopeful. Sure, the world faces spiraling energy prices, climate change, growing poverty, economic instability, and more. In response we are implementing new ways of doing business that are more profitable, more conserving of resources, and fundamentally more sustainable. With your help, Natural Capitalism will bring these tools to companies, communities, and national global economies.

Please tell me that you will continue to stand with us by once again including Natural Capitalism Solutions in your 2008 giving by completing the simple, online donation form:


Feel free to contact me personally if you have a special project you would like to support through Natural Capitalism Solutions.

Hunter Lovins and the Natural Capitalism Staff.


P.S. As a continuing supporter, please consider becoming a "full circle" donor, by making an ongoing, monthly contribution. As a Full Circle donor, no matter what level, you will make a critical difference in transforming capitalism. The process is simple -- just let us know how much you'd like to contribute, and we'll take care of a monthly credit card donation or electronic funds transfer. Just call 1-866-554-6550 to get started.