Nature lovers might cringe at the term "ecosystem services" to describe, say, the view of a pristine beach or a stream teeming with trout. But a growing number of experts within the scientific and economic communities say that putting real economic value on components of nature will help protect the environment and promote biodiversity.

Far from cheapening nature, thinking in terms of "natural capital" can offer a way to assess the crucial but unmeasured benefit that humans derive from the nature. Ascertaining that value can then help decision makers bring environmental factors more explicitly into their planning.

Can biodiversity loss, then, be seen as a failure of the market? "Biodiversity is the living capital of the planet," says Pavan Sukhdev, a senior banker with Deutsche Bank and Special Adviser to the United Nations Environment Programme's (UNEP) Green Economy Initiative. Like any capital, he says, it has to be measured to be managed. "If you don't count half of your balance sheet, you're going to get your profit and loss ratio incorrect -- and we have."

Sukhdev, who's also Study Leader for a UNEP initiative called The Economics of Ecosystems and Diversity (TEEB), says that currently "the economic value attached to nature is zero. Our metrics are geared toward consumption and production of man-made goods and services, and we tend to gloss over nature." This, he says, has led to "bad accounting" which, in turn, has contributed to rapid biodiversity loss.