The organization is based on the principles presented in the acclaimed book Natural Capitalism: Creating the Next Industrial Revolution, co-authored by the organization’s leader Hunter Lovins. Natural Capitalism Solutions has transformed the original Natural Capitalism Principles, into a leading whole-system sustainability framework. Since the book’s publication in 1999, Hunter and her colleagues have helped companies and communities use these principles to capture the economic advantages of sustainability. The principles reduce capital investment and operating costs, drive profitibility, and generate market leadership advantages.

The principles used by Natural Capitalism Solutions are:

1. Buy time by using resources dramatically more productively.

This slows resource depletion, lessens pollution, and increases employment in meaningful jobs. It lowers costs for business and society, halts the degradation of the biosphere, makes it more profitable to employ people, and preserves vital living systems and social cohesion.

2. Redesign industrial processes and the delivery of products and services to do business as nature does, using such approaches as biomimicry and cradle to cradle.

This approach enables a wide array of materials to be produced with sunlight using processes that emulate nature’s genius.  It emphasizes Walter Stahel’s concept of the circular economy and cradle to cradle manufacturing in which waste is eliminated, materials are reused,  and products are remanufactured.

3. Manage all institutions to be regenerative of natural and human capital.

Such approaches implement the concept of ecological economics to create sustainable prosperity “improving human well-being and social equity, while significantly reducing environmental risk an ecological scarcities.”  This supports the ability to produce more wealth in intact communities with abundant ecosystem services and natural resources.