In his latest book, Green Swans: The Coming Boom In Regenerative Capitalism, John Elkington – the man known as the ‘Godfather of Sustainability’ – presents solutions for how we can transform global systems so they can better serve the needs of people and the planet.
To move towards this brighter future he calls for the roll out of Green Swans, which are designed to ‘deliver exponential progress in the form of economic, social, and environmental wealth creation’. In the book, Elkington lays out the Green Swan actions he believes can trigger an unstoppable paradigm shift towards these regenerative economies.
“If you do it well, for example – in regenerating a city, part of what you’re doing is rebuilding the physical structure, but you’re also putting in educational systems, natural environmental systems, which helps sponge up floods and clean up the air and things like that,” he said. “You’re then creating a system which is regenerative in multiple dimensions, and that is what I think increasingly we need to do.”
Catch up with my full podcast with John for more from the pages of Green Swans.