John Elkington

Originally published in 1988. Europeans want a better environment. Increasingly, too, they are demanding the products, services, legislation and policies that will provide it. Meer

A world of 9 billion people by mid-century will demand fundamental changes in our mindsets, behaviors, cultures, and overarching paradigm. Just as our species broke the Sound Barrier during the 1940s and 1950s, a new breed of innovator, entrepreneur, and investor is lining up to break the Sustainability Barrier. Meer

Renowned playwright George Bernard Shaw once said "The reasonable man adapts himself to the world, the unreasonable one persists in trying to adapt the world to himself. Meer

The world’s most forward-looking CEOs recognize the real challenge facing business today: a fundamental shift in the nature of commerce. While sustainability programs, government action, and nonprofits are all parts of the solution, CEOs and other leaders must focus on social, environmental, and economic benefit—not only because it will make the world a better place, but because it will ensure lasting profitability and success in the business climate of tomorrow. Meer