E . F . Schumacher : Changing the Paradigm of Bigger Is Better

In the mid-1970s, the phrase “small is beautiful” became a counterculture slogan against the industrial threat to the environment and the scarcity of resources. Arguing against excessive materialism and meaningless growth, the late Dr. Ernest Friedrich Schumacher—the author of Small Is Beautiful: Economics as if People Mattered, promoted the use of small-scale technology to benefit both humankind and the environment. As an economist trained in a marketoriented discipline, his thinking evolved from believing that large-scale technology could be salvation for industrial civilization to believing that large-scale technology is the root of degrading human beings and the environment.