Tickling Sharks: How We Sold Business on Sustainability

Sustainability is going mainstream—but where did the story start? For decades, the traditional capitalist business model required growth at all costs. Business-as-usual guaranteed unsustainability. Now, in contrast, we see growing adoption of greener practices, but where did these ideas come from—and where are the linked movements headed?

Drawing on a half century of experience since the early seventies, “Godfather of Sustainability” John Elkington explai...