Amory Bloch Lovins or better known as Amory Lovins was born on November 13, 1947, in Washington DC, USA. Amory Lovins is Chief Scientist of the Rocky Mountain Institute, environmental scientist, an American physicist, and author.


Amory Lovins has worked in energy policy and related fields for four decades. He was one of the 100 most influential people in the world in 2009 based on the TIME magazine version.


In the 1970s, Lovins worked as an environmental activist and has been a “soft energy path analyst” for the United States and other countries outside the United States.


He has promoted energy efficiency, the use of renewable energy sources, and energy generation where energy is actually used. Lovins also advocated the “Negawatt revolution” on the grounds that utility customers do not want kilowatt-hours of electricity; they want energy services. In the 1990s, Hypercar was one of the inventions during his work with Rocky Mountain Institute.


Lovins does not see his energy idea as green energy or the left wing and he is a supporter of private companies and free market economies. He noted that Rupert Murdoch had made the News Corporation carbon-neutral, with millions of dollars saved. But, says Lovins, big institutions are becoming more “stuck and dying”, and he supports the emergence of “citizen organizations” around the world.


Amory Lovins has received ten honorary doctorates and won several awards. He published 31 books and has given expert testimony in eight countries. The books that he wrote include Winning the Endgame Oil, Reinventing Fire, Natural Capitalism, Small Is Profitable and Brittle Power.


Amory Lovins and his work as an environmentalist

Since 1965 until 1981, Amory Lovins spend his summer doing mountain climbing and photographing the White Mountains in New Hampshire and the results were donated to At Home in the Wild: New England White Mountains.


In 1971 he wrote Eryri, a book about the endangered Snowdonia National Park, as requested by David Brower, president of Friends of the Earth. Over there, Lovins spent about nearly 10 years as British Representative for Friends of the Earth.


During the early seventies, Amory Lovins became interested in resource policy, especially energy policy. The energy crisis of 1973 helped create an audience and became his first energy-related book, World Energy Strategies.


Amory Lovins and his books collections

In 1975, the next book was Non-Nuclear Futures: The Case for Ethical Energy Strategy which he wrote with John H. Price. Amory Lovins also publishes an essay of 10,000 words “Energy Strategy: Road Not Taken?” in October 1976. The article was expanded and re-published as the Soft Energy Link: Toward a Longer-Lasting Peace in 1977.


In 2009,  Lovins was one of the 100 most influential people in the world based on TIME magazine. On March 17, 2016, Lovin received the Bundesverdienstkreuz 1. Klasse (Cross Merit Order Official) of the Federal Republic of Germany for intellectually supporting Energiewende Germany, especially with the concept of “soft energy” and how it promotes peace and prosperity. All Amory Lovins commitment for the environment is really inspiring us.


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