How this ‘Godfather of Sustainability’ persuades CEOs to change their business

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🗞️ Driving the news: John Elkington, known as the "Godfather of Sustainability," shares his journey of persuading CEOs to embrace sustainable business practices, highlighting the challenges and successes over the past fifty years

🔭 The context: Elkington co-founded SustainAbility in 1987, a time when corporate sustainability reporting was rare
• His work has been instrumental in transforming how businesses approach sustainability, with many now routinely publishing annual reports on their efforts

🌍 Why it matters for the planet: Elkington's advocacy has contributed to significant shifts in corporate behavior, encouraging businesses to consider the environmental and social impacts of their operations, which is crucial for global sustainability

⏭️ What's next: The focus is shifting from individual business practices to broader economic models, emphasizing the need for markets that inherently promote sustainable outcomes

💬 One quote: "Try not to become emotional even when talking about emotive subjects. Sharks are acutely sensitive to signs of distress," advises Elkington on engaging with powerful stakeholders

📈 One stat: The adoption of corporate sustainability reporting has become widespread, with most major companies now producing annual sustainability reports

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