Amory Lovins’ Logic in Natural Capitalism Essay example -- Amory Lovin

Amory Lovins’ Logic in Natural Capitalism In the first chapter of Natural Capitalism, author Amory Lovins proposes a new method of capitalism that recognizes the importance of natural and human capital in the industrial system. Conventional capitalism places value only on capital that yields financial gain, and ignores the human and natural parts of the equation. Lovins points to this as the reason for many of the environmental, social, and economic problems on our planet today. He argues that the destructive practices of conventional capitalism must cease, and that a new industrial revolution must happen that will change how human beings support themselves and sustain the resources of the planet. In this chapter he offers suggestions as to how to implement such a revolution. The chapter opens with a passage describing an idealistically perfect world. In this utopian society, unemployment no longer exists and the demand for welfare has dropped. Oil only costs five dollars per barrel due to the discovery of alternate fuel sources. Lovins paints a picture of a world that everyone would like to live in, and says that such a clean world can become a reality if people read his book and follow the suggestions within. He also describes all the bad things happening in the world as a result of conventional capitalism and what will happen if governments and corporations continue on the present path. Lovins explains the relationship between the dwindling amount of natural resources, and the companies that exhaust them for financial gain without concern for sustaining the ecosystem of the planet. The resulting social problems such as poverty, malnutrition, and anarchy are of no concern to the corporations... ...emotional rhetoric than it needs. This chapter is heavily spiced with emotional appeal to sway readers without really delving into the actual argument. The entire opening paragraph and the first few pages contain nothing but emotional appeal. Lovins uses rhetoric designed to sway the emotions of the reader with the utopian scenario that he promises will come from changing the current capitalistic practices, and the vivid descriptions of the horrors of our environmental crisis. However, one should not assume that this chapter is merely emotional persuasion. Lovins bases his argument on rational logic and his informational sources are distinguished experts in their field. He makes a strongly supported claim and his words give me food for thought. I believe it would be wise for people to listen to the logical claim that Lovins presents and follow his suggestions.