Rewilding Markets
John ElkingtonHow can markets best serve people and planet? A virtual notebook on a personal inquiry into how we can design - and redesign - markets to meet tomorrow's needs.
| Platform |  | Pricing | Only free issues | Publishes | Twice weekly |
|---|---|---|---|---|---|
| Issues | 193 | Founded | 2 years ago | Last Issue | 6 days ago |
| Active | |||||
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johnelkington.substack.comLatest Issues
Paying Farmers Not to Destroy Nature
How AI sees soy harvesting (JE via Artiphoria, 2026)
This is the story of a quiet piece of financial plumbing that is trying to do what a decade of pledges could not: make it more profitable for a Brazilian soy farmer to keep native vegeta...
Mapping Markets: Economists As Navigators
Henry the Navigator keeps watch in the Maritime Museum (source: JE, 2026)
Having given up Economics after one year at university, back in 1968, it still surprises me when I am asked to speak in public about…Economics. But earlier this mont...
How Do You See The Future Of Sustainability?
Is sustainability your area expertise or business? Then we would love to hear your perspectives on the future agenda as part of the Routes to Transformation survey undertaken by GlobeScan, ERM CVS and Volans. Here is a QR code that will tak...
Confessions Of A Would-Be Uffington Horseman
Rechalking the future (source: JE via Artiphoria, 2026)
To my great chagrin, I couldn’t go to this year’s rechalking of the 3,000-year-old Uffington Horse. My dream of finally becoming an Uffington Horseman must wait at least another year....
Exploring Deeper Time In Warsaw
Why I was in Warsaw (source: Responsible Business Forum, 2026)
It should have been an acutely embarrassing moment. But at the time I was sure I was right, even if it later proved that I was wrong—and, it turned out, my use of AI, specifica...
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| Subscribers | Engagement | 75 | Monthly Web Visits | ||
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Authors
The writers behind this newsletter.
John Elkington, co-founder of ENDS, Countercurrent, SustainAbility and Volans, led the first wave of activists into corporate boardrooms. Inducted into the Sustainability Hall of Fame (2013), he also won the World Sustainability Award (202l).
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