Natural capitalism is not about making sudden changes, uprooting institutions, or fomenting upheaval for a new social order. Natural capitalism is about making small, critical choices that can tip economic and social factors in positive ways.
There are insistent calls for autonomy, appeals for a new resource ethic based on the tradition of the commons, demands for the reinstatement of cultural primacy over corporate hegemony, and a rising demand for radical transparency in politics and corporate decision making. It has been said that environmentalism failed as a movement, or worse yet, died. It is the other way around. Everyone on earth will be an environmentalist in the not too distant future, driven there by necessity and experience.
Intelligent policies will be largely self-regulating in the sense that the system of incentives and standards makes it absolutely ludicrous to not move towards clean, internalized systems of cost and production.
Interestingly, the oil companies know very well that in less than 30 years they will not only be charging very high prices, but that they will be uncompetitive with renewables.
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