By the Book: Leave it to Horst M. Rechelbacher, founder of Aveda and Intelligent Nutrients, to break new ground once again in the green movement with his third book, “Minding Your Business: Profits That Restore the Planet,” which comes out in May. Published by Earth Aware Editions, the book acts as a guide for consumers and businesses seeking a healthy, sustainable economy, while exploring emerging trends in “eco-prenurial” commerce and eco-consumerism.
“The book is all about my mission and how I believe business should be done — being conscious about self and the planet and not separate the two…from the packaging to solar energy,” said Rechelbacher. “Minding Your Business” features a new paradigm that Rechelbacher refers to as “enlightened capitalism,” showing businesses and consumers how to rethink old business standards and build a sustainable and ethical global economy.
This story first appeared in the April 8, 2008 issue of WWD. Subscribe Today.