October 2, 2001

Contact: Sarah Ray
Posted: October 2, 2001

"The next industrial revolution will be a response to changing patterns of scarcity."
---Amory Lovins, co-author of "Natural Capitalism"

MIDDLEBURY, VT - Author and consultant Amory Lovins will give a talk about his book "Natural Capitalism" at 12 p.m. on Monday, Oct. 15 at Middlebury College. The lecture, which will focus on the emergence of new business practices in the face of diminishing natural resources, will take place in Sunderland Language Center’s Dana Auditorium on College Street (Route 125). A light lunch will be provided. Both the talk and the lunch are free.

In 1982, Lovins co-founded the Rocky Mountain Institute (RMI), where he is currently the chief executive officer and treasurer. RMI is an entrepreneurial, nonprofit organization that works with businesses, communities, individuals and governments to boost profits and competitiveness by increasing the efficient use of natural resources.

According to "Natural Capitalism," which Lovins co-authored with L. Hunter Lovins and Paul Hawken, leading-edge companies are practicing a new type of industrialism that is more efficient and profitable while saving the environment and creating jobs. The authors predict that in the next century, cars will get 200 miles per gallon without compromising safety and power, manufacturers will relentlessly recycle their products, and the world’s standard of living will jump without further damaging natural resources.

Lovins and his co-authors call their approach natural capitalism because it is based on the principle that business can be good for the environment. For instance, the Atlanta, Ga.-based company Interface doubled revenues and employment, and tripled profits by creating an

environmentally friendly system of recycling floor coverings for businesses.

He will also discuss the failure of many current business practices to take into account the value of these assets—which is rising with their depletion. As a result, natural capital is being degraded and liquidated by the wasteful use of resources such as energy, materials, water, fiber

and topsoil. Lovins talk will include suggestions about how institutions such as Middlebury can provide leadership in the next industrial revolution through both academic endeavors and investments in sustainable resource planning.

Lovins is the author or co-author of 27 books. He has held many visiting academic chairs and is the recipient of several prizes and fellowships, including the MacArthur Fellowship. The Wall Street Journal named Lovins one of 39 people world-wide "most likely to change the

course of business in the ’90s"; Newsweek has praised him as "one of the Western world’s most influential energy thinkers"; and Car magazine ranked him the 22nd most powerful person in the global automotive industry.

No reservations are necessary for this event. For more information, contact Connie Leach Bisson, Middlebury College sustainable campus coordinator, at 802-443-5043.