Editing Natural Capitalism (section)

==Meaning of book's title==

In a 2009 interview,<ref name="Worldchanging-Interview">{{cite news |url=http://www.worldchanging.com/archives/010556.html |title=Worldchanging Interview: Paul Hawken |publisher=Worldchanging |author=Kamal Patel |date=September 25, 2009 |access-date=July 8, 2014 |url-status=dead |archive-url=https://web.archive.org/web/20150525012029/http://www.worldchanging.com/archives/010556.html |archive-date=May 25, 2015 }}</ref> Paul Hawken described his motivation behind the title ''Natural Capitalism''. He stated that it was intended to be a pun on "[[natural capital]]", a term originally coined by [[E. F. Schumacher]] in 1973.<ref>{{Cite web|title=Natural capital - an introduction {{!}} Ecosystems Knowledge Network|url=https://ecosystemsknowledge.net/resources/resources-theme/natural-capital-introduction|access-date=2020-10-19|website=ecosystemsknowledge.net}}</ref> Hawken endorsed the underlying concept of ''natural capital'', and its implications for society, so added an "-ism" at the end of that word as a [[double entendre]].

Despite this intention from Hawken, many readers interpreted this wordplay in the opposite way. There was dissent from readers who misunderstood the title, believing that ''Capitalism'' was the operative word, and that the authors were therefore justifying or defending the concept of [[capitalism]]. Hawken later expressed regret at this confusion, and stated that while he endorses the spirit of commerce and entrepreneurship, he does not endorse the "pathological" qualities [[Criticism of capitalism|inherent in pure capitalism]].<ref name="Worldchanging-Interview" />