Profits and sustainability a history of green entrepreneurship 1st Edition by Geofrey Jones 0192521880 9780192521880

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ISBN-10 ‏ : ‎0192521880 

ISBN-13 ‏ : ‎ 9780192521880

Author: Geofrey Jones 

Are profits and sustainability compatible? This book brings unique perspectives to this key debate by exploring the history of green entrepreneurship since the nineteenth century, and its spread globally in industries including renewable energy, organic food, natural beauty, ecotourism, recycling, architecture, and finance. The book uses the lens of the extraordinary and often eccentric men and women who defied convention and imagined that business could help save the planet, rather than consume it. The social and religious beliefs that drove many of these individuals are explored as the book looks at how they overcame huge obstacles to execute their strategies. The green entrepreneurs seen here are shown to have created new markets and industries, and driven innovations in sustainable practices, even at times when most consumers and governments marginalized the entire subject. The struggles of early pioneers appear to have been rewarded by the growth of environmental awareness among consumers, business leaders, and others in recent years, but the Earth’s environmental health continues to deteriorate. If profits and sustainability have proved challenging to reconcile, the book argues that one reason was how they were both defined.

Profits and sustainability : a history of green entrepreneurship 1st Table of contents:

Part 1 Green Intentions
1. Pioneering in Food and Energy
The business of healthy food
Rudolf Steiner, anthroposophy, and green business
Energy from the wind and sun
Conclusion
2. Poisoned Earth: Green Businesses, 1930s–1950s
The slow growth of the organic food business
Contesting unnatural beauty
Building for sustainability
Alternative energy: who cares?
Conclusion
3. Earthrise and the Rise of Green Business
Prophets in the wilderness
Beauty and counterculture
Earthships, compost toilets, and the renewal of ecological architecture
Revisiting wind and solar power
Conclusion
4. Accidental Sustainability: Waste and Tourism as Green Businesses
The waste industry
Nature-based tourism
Conclusion
Part 2 Green Business
5. Making Money by Saving the World
Making the case
The coming of age of organic food
Branding organic foods
From farm to market
The mainstreaming of natural beauty
Greener buildings
The eco-tourism boom
Conclusion
6. Building Green Institutions
Certifying organic food and agriculture
Certifying beauty
Architecture and construction
Eco-tourism_ sampling nature or trampling it?
Conclusion
7. Can Finance Change the World?
Sustainable and social banks
Socially responsible investing
CERES and the Global Reporting Initiative
Venture capital and impact investing
Conclusion
8. The Green Team: Government and Business
Global waste as big business
The rise of renewable energy
Conclusion
9. Corporate Environmentalism and the Boundaries of Sustainability
The greening of corporations
Acquiring green brands in food and beauty
Greenwashing
Conclusion
10. Conclusion
Motivations
Creating markets
Outcomes
Bibliography

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Tags: Profits, sustainability, history, entrepreneurship, Geofrey Jones