What is nature worth? The answer to this question--which
traditionally has been framed in environmental terms--is
revolutionizing the way we do business.
In Nature's Fortune, Mark Tercek, CEO of The Nature Conservancy and
former investment banker, and science writer Jonathan Adams argue
that nature is not only the foundation of human well-being, but
also the smartest commercial investment any business or government
can make. The forests, floodplains, and oyster reefs often seen
simply as raw materials or as obstacles to be cleared in the name
of progress are, in fact as important to our future prosperity as
technology or law or business innovation.
Who invests in nature, and why? What rates of return can it
produce? When is protecting nature a good investment? With stories
from the South Pacific to the California coast, from the Andes to
the Gulf of Mexico and even to New York City, Nature's Fortune
shows how viewing nature as green infrastructure allows for
breakthroughs not only in conservation--protecting water supplies;
enhancing the health of fisheries; making cities more sustainable,
livable and safe; and dealing with unavoidable climate change--but
in economic progress, as well. Organizations obviously depend on
the environment for key resources--water, trees, and land. But they
can also reap substantial commercial benefits in the form of risk
mitigation, cost reduction, new investment opportunities, and the
protection of assets. Once leaders learn how to account for nature
in financial terms, they can incorporate that value into the
organization's decisions and activities, just as habitually as they
consider cost, revenue, and ROI.
A must-read for business leaders, CEOs, investors, and
environmentalists alike, Nature's Fortune offers an essential guide
to the world's economic--and environmental--well-being.
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