| CONVERSATIONS WITH GREEN GURUS | |
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 Consequent to the 'global meltdown', as some like to call it (more accurately, it is a global re-alignment towards actual - as opposed to imagined - value in real goods and services, and away from multi-generational derivative financial instruments with hugely inflated supposed 'worth'), there is a view that the environment should come way down on the list of critical issues to be addressed. The authors' view is that this is dangerous thinking, and we agree whole-heartedly. In fact, the financial re-alignment now underway, with huge incentives from the new Obama administration in the USA, is an opportunity not only for the US economy to re-invent itself based on emergent green technologies, but also for a similar surge to take place worldwide on the back of a dual push towards more sustainable energy, resource and waste management systems that will simultaneously also lead to a huge leap forward in dealing with the growing challenges of climate change and environmental degradation. The green gurus of the title might not be too familiar to most of us, but it is clear from their approach, as early adopters, to the challenges of today, that there is far more opportunity than threat in what is taking place, either on Wall Street or in the industrial heartlands of the US, Europe, and the Far East. The book is a little Northern hemispheric-oriented to be fully applicable locally; the interview with Peace Prize laureate Professor Wangari Maathai – whom we have named in the May/June 09 edition of Simply Green as our own greenCHAMPION (see page 86) – is among the most relevant and interesting of the 15 gurus covered. If you are looking for inspiration on where green business can go, this is a worthy read.Laura Mazur & Louella Miles John Wiley & Sons • ISBN 978 0 470 71431 7
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