But this mantra does not fit well with an economic system based on growth and a culture that values material wealth. Herman Daly, Amory Lovins, L. Hunter Lovins and Paul Hawken are regarded as leaders in charting the path for a new form of capitalism. In short, what they propose is a form of capitalism where living systems matter. To achieve an economy that is ecologically and socially sustainable, all forms of capital, including human and natural, must be fully valued. In addition to recommending changes in how natural and human resources are valued, these leaders tell us that we must increase the efficiency with which we use natural capital by factors of 10 and higher and that we must eliminate the concept of waste.
Nature is a closed-loop production system.
In mature ecosystems, all waste and by-products are recycled and used or absorbed somewhere else in the system. Consider the business model of Interface, a large industrial carpet company based in Atlanta. It leases rather than sells carpet to its customers. Its newest product, Solenium, is not toxic, uses 35 percent less material per square meter and lasts twice as long. And, Interface takes the carpet back at the end of its useful life and re-manufactures it into an identical product.