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Natural capitalism
Natural capitalism is a set of trends and economic reforms to reward energy and material efficiency and remove professional standards and accounting conventions that prevent such efficiencies. It emerged in the 1990s as a coherent theory of how to exploit market systems and mechanisms of neoclassical economics to save energy, discourage waste, mimic ecology (biomimicry), and in general to support the goals of environmentalism by reframing commodity and product relations towards a strictly service economy, thereby extending the services of natural capital.
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