In this enlightening episode, we are honored to welcome John Elkington, a world-renowned pioneer in sustainability, corporate responsibility, and innovation. Known for his concept of the Triple Bottom Line, Elkington gives us a deep dive into the past, present, and future of sustainable business. From the roots of sustainability in the 70s to today’s greenwashing issues, Elkington provides a unique insight into the journey of sustainability and corporate social responsibility. He stresses the importance of transparency and integrating sustainability into business strategy. He also candidly discusses the challenges of greenwashing, the balance between green consumerism and business responses, and the necessity for regulating bodies like the European Commission to take action. He discusses the concept of green swans and the importance of the B Corp movement, as founder of Volans the first UK’s B Corp. In a vivid recounting of the historical evolution of the sustainability field, Elkington reflects on the past 50 years and offers an insightful vision for the future. He highlights the critical need for large-scale funding to tackle societal and environmental challenges, cautioning against the potential pitfalls of the financial sector driving sustainability. Yet, he passionately communicates the immense opportunities that lie ahead, encouraging us all to courageously embrace the disruptions and innovations required for a sustainable future

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“What did the council decide on item 42?” — answered with the speaker and the moment.

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