Books on business and economics have a profound impact on leaders, shaping the strategies of CEOs and influencing entire political economies. Yet, these books have often pushed us towards ecological destruction. Paul Hawken’s “The Ecology of Commerce” aims to change that. This book connects our production and consumption habits with the environmental damage they cause, offering a new perspective that has resonated with many top executives.

A Spear to the Heart

Ray Anderson, the CEO of Interface, a multinational carpet company, described his experience reading “The Ecology of Commerce” as a “spear to the heart.” Inspired by the book, Anderson implemented a net-zero strategy, integrating sustainability and zero waste into every aspect of his business. His book, “Mid-Course Correction” (1999), has since influenced many others, becoming a key text in sustainable business courses. Another notable convert is Rick Fedrizzi, who left his executive role to establish the US Green Building Council.

Inspiring Change on a Personal Level

Not all who are inspired by Hawken’s work are high-profile CEOs. Kevin Bryan from Southampton, UK, saw Hawken speak in the 1990s and was motivated to make a difference. He co-supervised TV presenter and nature champion Chris Packham at the University of Southampton and later started a green garden consultancy in 2019. His work inspired the eco-themed rom-com “Habitat Man,” which has encouraged readers to adopt eco-friendly practices like choosing pollinator-friendly plants and composting.

Challenges and Governmental Inaction

Despite its powerful message, “The Ecology of Commerce” has not yet led to the sweeping changes needed at the governmental level. Hawken advocates for Pigovian taxes to encourage environmentally friendly practices by taxing harmful externalities like pollution. However, such measures face resistance due to business lobbying and the political risks associated with passing costs downstream.

Another proposal is personal carbon trading, where individuals are allocated carbon allowances, driving innovation in low-carbon products and services. Yet, this concept remains politically contentious.

Future Perspectives

Hawken continues to raise awareness about sustainable solutions through his writing. His upcoming book, “Carbon: The Book of Life,” scheduled for early 2025, will delve into indigenous worldviews that see humanity as part of nature and the carbon cycle. This perspective could offer new insights into sustainable business and economics.

The Core Message of The Ecology of Commerce

Hawken argues that the traditional “make money and waste” business model, which ignores environmental costs, is unsustainable. He promotes regenerative business practices and advocates for a circular economy, where all energy is renewable and waste is minimized and reused. He also calls for using market forces to internalize environmental costs, while cautioning against unchecked capitalism. Hawken was among the first to highlight that endless economic growth on a finite planet is unsustainable.

Originally published in 1993 and revised in 2010, “The Ecology of Commerce” by Harper Business is accessible and non-judgmental, making it suitable for business students and managers. Hawken presents the stark realities about our planet, climate, and ecosystems, showing how traditional business practices are undermining the foundations of our success. Importantly, he provides actionable suggestions to make businesses part of the solution rather than the problem.

Series Introduction

Welcome to our new series on key titles that have shaped business and the economy, suggested by Conversation writers. We have avoided well-known figures like Marx and Smith to focus on a wider range of topics, from demographics to cutting-edge technology, offering ideal holiday reading for those interested in business and economics.

As this series on influential business and economics books progresses, expect a diverse range of topics and thought-provoking ideas. Stay tuned for more titles that have shaped the business world and continue to influence leaders and policymakers.