Amory Bloch Lovins (born November 13, 1947) is an American physicist, environmental scientist, writer, and Chairman/Chief Scientist of the Rocky Mountain Institute. He has worked in the field of energy policy and related areas for four decades. He was named by Time magazine one of the World's 100 most influential people in 2009.
Lovins worked professionally as an environmentalist in the 1970s and since then as an analyst of a "soft energy path" for the United States and other nations. He has promoted energy efficiency, the use of renewable energy sources, and the generation of energy at or near the site where the energy is actually used. Lovins has also advocated a "negawatt revolution" arguing that utility customers don’t want kilowatt-hours of electricity; they want energy services. In the 1990s, his work with Rocky Mountain Institute included the design of an ultra-efficient automobile, the Hypercar.
Lovins does not see his energy ideas as green or left-wing, and he is an advocate of private enterprise and free market economics. He notes that Rupert Murdoch has made News Corporation carbon-neutral, with savings of millions of dollars. But, says Lovins, large institutions are becoming more "gridlocked and moribund", and he supports the rise of "citizen organizations" around the world.
Lovins has received ten honorary doctorates and won many awards. He has provided expert testimony in eight countries, briefed 19 heads of state, and published 29 books. These books include Reinventing Fire, Winning the Oil Endgame, Small is Profitable, Brittle Power, and Natural Capitalism.