Click to visit a great 3P resource L. Hunter Lovins, one of the most famous sustainability proponents in the United States, was recently interviewed by the Sustainability Industries Journal. SIJ caught up with her to find out what she had been doing since leaving the Rocky Mountain Institute in 2002. It sounds to me like she has been pretty busy, what with founding and managing Natural Capitlism Solutions.

In the interview, she introduces a concept which is slightly different from what we are used to, and one which I have had trouble articulating in the past. She talks about the integrated bottom line as a solution to the problems with triple bottom line reporting. If you have ever tried to account for your organizations social and environmental responsibility, you have probably noticed that doing the right thing often seems to reduce your profits. The integrated bottom line is a reporting concept that solves this conceptual dilemma.