Businesses can make money without ruining the Earth. That’s the message being taken to companies across the world by Hunter Lovins — Colorado cowgirl, sociologist, lawyer and founder of the non-profit organization Natural Capitalism Solutions. Lovins — essentially a sustainable-business consultant — advises small businesses, multi-national corporations, organizations, cities and national governments on how to function more sustainably. She’ll also be delivering a keynote address at the University of Iowa Energy Expo 2007 early this month. Natural capitalism’s basic tenet is that businesses and societies should operate in a way that is good for both humans and the environment. According to Lovins, however, the prevailing version of capitalism — which came out of the first Industrial Revolution — values only two forms of capital: manufactured and financial. But she says there are at least two other forms: natural capital (intact ecosystems) and human capital (intact communities). “These other two contribute significantly to a successful economy, but (neither) is counted in the way we do business today. We treat them as though they have a value of zero, which is economically stupid” because we’re discounting the things that fuel the parts we do measure, says Lovins. She envisions, and helps to create, a more sustainable business model, one that “seeks to maximize all forms of capital.” What does a sustainable business look like? According to Lovins, natural capitalist businesses:
“Use all resources dramatically more efficiently.” These resources include energy, natural resources, materials, people and even buildings.
“Redesign every product and process to be more sustainable,” using such concepts as “biomimicry” (how nature does business) as a model. Lovins says that nature’s products are made with sunlight, are biodegradable and non-toxic and result in no waste. Plus, she says, “nature shops locally.”
“Manage all institutions — companies, governments, civil society, organizations — to be restorative of human and natural capital.”
In layman’s terms, this means businesses should use less stuff, use it well and take care of everything and everyone that’s part of the process. Of course the technical details differ with each business and organization, but the basic concepts are the same. “Whether you’re helping farmers grow feedstocks of biodiesel so you can stop importing diesel from Pakistan; or whether you’re working with small businesses to retrofit light bulbs to cut costs and burn less coal; or whether you’re helping major retailers source products more locally instead of fueling long-haul trucks,” the big picture is the same around the planet, she says. “A ton of carbon doesn’t care where you are.” Not only is this model better by environmental standards, Lovins says it’s also better by production and investment standards. Major studies “show that the environmental leaders are economically outperforming the laggards,” she says. “When companies start to get it right, they do better. There are a lot of aspects to a successful, well-run company, but those without a sustainability component to their management strategy are in real peril.” As more businesses and consumers get the message, Lovins is hopeful. “We are beginning to implement change; it’s happening at a rate like I’ve never seen it,” she says. “So, yeah, I think it’s a horse race. The challenges are coming at us real fast, and people are starting to mobilize. I’m hopeful, but then, I’m an inveterate optimist.” Meet Hunter Lovins Hunter Lovins will speak at 5 p.m. Sept. 5 at the University of Iowa Energy Expo 2007 in Iowa City. This year’s theme is “Reducing Our Carbon Footprint.” The free Expo will be held in the UI Pentacrest and Old Capitol Town Center and will feature exhibits and presentations on such things as wind power, solar bikes, electric cars, green building, carbon trading, ethanol plants, biofuels and better handling of landfill gas and animal confinements. “We want anybody and everybody who wants to learn to be able to come and see what (other) people are doing,” says coordinator Mike Donnelly. The Expo schedule features the following: 9 a.m.-5 p.m.: Exhibits 10:30 a.m.: Kirk Amrhein from Dell’s “Plant a Tree For Me” initiative 11:30 a.m.: Doug Litwiller, Interstate Power and Light 12:30 p.m.: Billy Parish, student activist and founder of Climate Campaign 1:30 p.m.: Peter Duprey, Acciona Energy 2:30 p.m.: Mike Kinley, FC Stone (biofuels technology) 3:30 p.m.: Greg Lewis and Craig Heimstra, FC Stone (confinement pollution) 5 p.m.: Hunter Lovins, Natural Capitalism 7 p.m.: Concert by Public Property, an Iowa City reggae band For more information, call (319) 335-5241 or visit http://energy.uiowa.edu.
