Implementing Genuine Sustainability

Natural Capitalism Solutions’ mission is to educate senior decision-makers in business, government and civil society about how to implement more regenerative practices profitably. In partnership with leading thinkers and organizations, Natural Capitalism Solutions creates innovative, practical tools and implementation strategies for companies, communities and countries.


Your donation will help us build a future we can all live and prosper within, giving humankind a sustainable place on a verdant and healing planet.

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Latest News

NCS Employee Spotlight: AJ Grosenbaugh

Natural Capitalism Solutions Employee Spotlight AJ GROSENBAUGH   AJ Grosenbaugh has been with Natural Capitalism Solutions for almost a year. Starting as an intern and moving onto a full-time employee  this past may, he's been [...]

Ocean Acidification Still Matters in Colorado

Blog Post: Ocean Acidification BY: TATJANA KUNZ (Summer Intern 2017)   Even those of us in landlocked Colorado, 745 miles from the nearest shore, rely on the ocean. The ocean absorbs large amounts of the [...]

Sue the Bastards

Floods Huffington Post L. Hunter Lovins September 2017 When flood waters rose in Houston and Hurricane Harvey spread eastward to already battered regions of the Gulf coast, the urgent priority was preservation of life, evacuation of [...]

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About us

NCS helps companies, communities and countries implement the principles presented in the acclaimed book Natural Capitalism: Creating the Next Industrial Revolution, co-authored by NCS’s leader, Hunter Lovins. These principles underpin a whole-system sustainability framework. Since the book’s publication in 1999, Hunter and her colleagues have used these principles to enable citizens to implement profitable sustainability. Their Integrated Bottom Line approach cuts costs, reduces risk, attracts and retains the best talent, engages workers, differentiates brands, drives profitability, and generates market leadership.

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One Percent For The Planet

Principles for Natural Capitalism

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.
This approach enables a wide array of products to be produced using sunlight with 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.
Such approaches implement ecological economics to create sustainable prosperity. It improves human well-being and social equity, while significantly reducing environmental risk an ecological scarcities. It supports shared well-being on a healthy planet, delivering greater wealth, intact communities and abundant ecosystem services and natural resources.

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Natural Capitalism Solutions continues to lead the way in creating a path to a sustainable future. Your donation will help us build a future we can all live and prosper within, giving humankind a sustainable place on a verdant and healing planet.





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6 days ago

Natural Capitalism Solutions

We enjoyed having you and sharing messages of sustainability!Dear Friends, I just want to acknowledge my profound appreciation to this group and to Hunter Lovins for being a persistent stalwart of soil and regenerative grazing as climate solutions, and also citing Soil4Climate in her new book, A Finer Future. We love you, Hunter. Keep being you. Yebo. Yepa. Sawa sawa. Inkusi ibusise. Also, thank you to Bill Mckibben for tweeting about our interview today. Greatly appreciated. Also thanks to Matt Kroger for stopping by the Natural Capitalism Solutions office and telling us about the importance of "bee stewardship." I get it. ... See MoreSee Less

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Make sure to stop by Hygiene Hay Days next Saturday, August 4th for local art, BBQ, and a pie contest! ... See MoreSee Less

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Check out Naoko Ishii's brilliant TED talk on the economic case for protecting the planet.
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3 months ago

Natural Capitalism Solutions

Natural Capitalism Solutions' AJ Grosenbaugh giving us a lesson on how sustainability can not only benefit the planet but also our bottom line. #corporateresponsibility #HeliCat2018 ... See MoreSee Less

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3 months ago

Natural Capitalism Solutions

Hunter Lovins has arrived and started her talk about the work of Natural Capitalism Solutions just before Common Cents is introduced to the Common community at the Common Unsummit 2018 in Boulder, Colorado taking place May 23-25th. ... See MoreSee Less

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