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Natural capitalism was popularized in a 1999 book by Paul Hawken, Amory Lovins, and Hunter Lovins. The book, Natural Capitalism: The Next Industrial Revolution, describes how the next industrial revolution will be one that relies not on natural resources in order to succeed but rather living in harmony with nature. It promoted the idea that the economy is linked to the environment and that the two aren’t adversaries but rather go hand-in-hand. The book encourages readers to recognize the importance and the value that the natural ecosystem provides as a service (such as fresh air, clean water, and healthy food).

Natural capitalism is presented as an alternative to traditional capitalism by showing how a company's success depends on its relationship to the environment.

Someone looking to ensure a sustainable and secure economy for the future could start by following these natural capitalism guidelines:

 Increase the productivity and ecologically sound use of the world’s natural resources.

 Keep waste out of the system through reuse and remanufacture.

 Follow a service-based business model.

For more on the natural capitalism model, see www.natcap.org.