Elkington: Whispering radical ideas to CEOs

300px-John_Elkington_06“The time has come to tear down the old order and begin to create the new.”

John Elkington sounds like a Wall Street occupier, or a Bolshevik. He is neither. He is, instead, a 63-year-old consultant who has advised executives of global corporations, including Ford, Shell, BP, Toyota, HP, Nike, Nestle and Bayer, over the course of a long career at the crossroads of business and the environment. Along with such thinkers as Paul Hawken and Amory Lovins, Elkington all but invented the discipline of corporate sustainability. He’s got a new book out, called The Zeronauts, so I paid him a visit a week or so ago when I was in London.

The book’s very good. It celebrates a new breed of innovators, called Zeronauts, who set out to create wealth while driving negative outputs — greenhouse gas emissions, toxics, waste, pollution and poverty — to zero.

The idea of zero is intended to be a wake-up call. It’s a reminder, not that we should need one,  that incremental change won’t get us where we needs to go.

“It helps reframe things,” Elkington told me. “It’s a catalyst.”

Elkington has a knack for coming up with language that gets people’s attention. He called his consultancy SustainAbility in 1987 when the idea of a sustainable business was brand new. He wrote the first book about the “green consumer” in 1986. (My friend Joel Makower co-authored the US edition.) He coined the term “triple bottom line” (profits, people, planet) in 1994. His thinking has always been bold, but he has a gentle sense of humor and low-key manner that allows him to whisper radical ideas into the ears of CEOs without unsettling them. [click to continue…]

Best books on corporate sustainability?

Judging by the number of books about business and the environment piling up on my shelves, the corporate sustainability movement is alive and well.

One of the best is Business Lessons from a Radical Industrialist by Ray Anderson, the founder and chairman of the commercial carpet company Interface.

I’ve been provided with two signed copes of the paperback edition to give away. I’m expecting a signed copy of Howard Schultz’s book, which I’m also going to give to a blog reader. More on that, in a moment.

But first, a few thoughts about Ray and his book. Ray is a terrific guy who has had a great influence on business people across America, by tirelessly promoting the idea that a truly sustainable approach to business  is good for business. (See my 2009 interview, Ray Anderson, Radical Industrialist.) “Take nothing from the earth that cannot be replaced by the earth” is how he puts it. [click to continue…]