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About the Author

Gernot Wagner is an economist at the Environmental Defense Fund. He teaches at Columbia and graduated from both Harvard and Stanford. He doesn’t eat meat, doesn’t drive, and knows full well the futility of his personal choices.

Praise for But Will the Planet Notice?: How Smart Economics Can Save the World…

“It’s always a pleasure to read a confident, funny and convincing writer who promotes counter-intuitive conclusions. If you like the idea of an environmentalist who works for one of the nation’s largest environmental groups making a full-throated argument against the Endangered Species Act . . . then But Will the Planet Notice?: How Smart Economics Can Save the World is the book for you.” —Dan Shapley, The Daily Green (blog) “Wagner’s wry, witty prose brings rationality to an emotionally charged subject and urges us to take personal responsibility for the planet by demanding an economically sound solution to guiding market forces in the right direction, making it in our best interests to do the right thing.” —Publishers Weekly “If you want to understand how an economist thinks about the biggest challenge our planet has ever stumbled up against, this book is an awfully good place to start!” —Bill McKibben, author of Eaarth: Making a Life on a Tough New Planet “Idealism will not shift the choices of billions of people as effectively as self-interest. Gernot Wagner has written a lucid and enjoyable exposition of the underlying economics. We must remove the incentives to treat scarce resources as if they were free. He respects the moral principles of the idealists who want to change behavior by precept alone. But, as an economist, he knows that if we want less of anything, including pollution, we must raise its price.” —Martin Wolf, Financial Times “This splendid book showcases why environmental economics is such an exciting field today. Who knew that an economist not named Krugman could write so well? I will buy my mom a copy.” —Matthew E. Kahn, author of Climatopolis: How Our Cities Will Thrive in Our Hotter Future “As the earth approaches runaway global warming, Gernot Wagner lays out clearly the moral and economic reasoning we will need to make the tough choices ahead. His intellect is powerful, his style is engaging and humorous. But he is also rigorous and persistent, and he will stay with you until you “get it.” And that’s what we need. He takes the most relevant insights of classical economics, behavioral economics, moral philosophy and even libertarian doctrine and fuses them into a consistent and brilliant analytic construct for thinking about the global environmental threats that face us.” —Peter J. Goldmark, Jr., former chairman and CEO, International Herald Tribune “Gernot Wagner underscores the ‘eco’ in economics, showing how markets that have lifted millions out of poverty could lift our planet out of peril.” —Fred Krupp, president of Environmental Defense Fund and author of Earth: The Sequel “For more than thirty years, I’ve been waiting for a book that would accurately embody an economic perspective on environmental policy and clearly present it to a truly broad readership. At last, Gernot Wagner has done it, and done it with style! His explanations and commentaries are true to the underlying science and economics, and his prose makes this not just a very interesting read, but an immensely enjoyable one. Whether you are on the right or the left of the political spectrum—or stuck in the middle like me—this is a book that you should read, and will be glad you did!” —Robert N. Stavins, Albert Pratt Professor of Business and Government, Harvard Kennedy School