As five billion people turn middle class, the world is entering an unprecedented age of scarcity. We’ve already seen it in the form of rising prices for raw materials and land. But this is just the beginning; soon our economies will be constrained by shortages in water and other raw materials, not to mention the increasing threat of global warming. In a remote corner of the earth, a few small nations have been preparing for this resource scarcity. A movement that started in the Nordic region, and now spreading globally. A new breed of entrepreneurs – the Environmental Capitalists – are creating the solutions desperately needed to save a shrinking planet. And they are doing it with the system that is often seen as the cause of the problems we face today – capitalism. They have turned their backs on corporate social responsibility, sustainability and traditional environmentalism, seeing them as ineffective, hypocritical and uninspiring. Instead, they have come to realize that capitalism is the only tool that can deliver solutions on the scale we need. This inspiring book by self-confessed environmental capitalist Carl Hall presents five principles on how to win in the coming age of scarcity. It provides entrepreneurs, companies, investors and policy-makers with specific examples and ideas on how to help save the planet and generate profits at the same time.