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In Natural Capitalism, 1999, Paul Hawken, Amory Lovins and Hunter Lovins also advanced an argument to assign a value to the planet Earth in current currency.
Hunter Lovins (née Sheldon, born 1950) is an author and a promoter of sustainable development for over 30 years, is president of Natural Capitalism Solutions, a 501(c)3 non-profit in Longmont, Colorado and the Chief Insurgent of the Madrone Project.