Natural Capitalism Is it possible to create new jobs, restore our environment, and promote social stability. Are the solutions creative, practical, and profitable?

Somewhere along the way to free-market capitalism, the United States became the most wasteful society on the planet. Most of us know it. There is the waste we can see: traffic jams, irreparable VCRs, Styrofoam coffee cups, landfills; the waste we can't see: Superfund sites, greenhouse gases, radioactive waste, vagrant chemicals; and the social waste we don't want to think about: homelessness, crime, drug addiction, our forgotten infirm and elderly. Nationally and globally, we perceive …

…this point, you may well be skeptical. The last summary is too hopeful and promises too much. If economic alternatives are this attractive, why aren't we doing them now? A good question. I will try to answer it. But, lest you think these proposals are Pollyannaish, know that my optimism arises from the magnitude of the problem, not from the ease of the solutions. Waste is too expensive; it's cheaper to do the right thing.