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Pearce, J.

In this article, the Lovins'[2] explain what is meant by Natural Capitalism, four principles that enable business to behave responsibly towards both nature and people while increasing profits, inspiring their workforce and gaining competitive advantage. It combines radically increased resource productivity; closed-loop, zero-waste, nontoxic production; a business model that rewards both; and reinvestment in natural capital. The article describes how, even today, when nature and people are typically valued at zero, protecting and restoring nature, culture and community can be far more profitable than liquidating them.
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