Respect diversity . Use solar energy . Strive for equity and economy . Natural Capitalism , by Hawken and the Lovinses, thoroughly develops all of McDonough s points. Toward natural capitalism Natural capitalism isn t a new ideology.
Natural capital includes resources like water, minerals and air.
Radical resource productivity . The authors trace the clarion call for radical resource productivity back to 1994, when a group of 16 prominent European scientists, government officials and businesspeople came together as the Factor Ten Club. To help the process along, the authors offer up an astonishing array of living examples and practical suggestions. This is similar to McDonough s principle of waste equals food. Technologists should aim to do the same.