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The history of capitalism cannot be separated from history of its criticisms. Transformation of the economic system has always partly arisen through recuperation of critical ideas, often in a time of crisis when the search for alternatives intensifies because the usual remedies are no longer working. The current unprecedented crisis of capitalism, at once social, ecological, moral, economic and financial triggers an increasing number of initiatives trying to diagnose the ills afflicting us and making change proposals. Capitalism seems thus to be embarking on a new cycle of recuperation, during which a criticism will be assimilated. This chapter suggests that a new form of criticism - ecological criticism - which was very much present in the 1970s unrest, but not to a point where it could reorient capitalism, has now become a central element in the recuperation and restructuring of capitalism.