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 | 203 | Founded | 3 years ago | Last Issue | 6 days ago |
| Active | |||||
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johnelkington.substack.comLatest Issues
Thirteen Tribes of Sustainability
I see 13, but there could be many more—apologies for typos (source: JE via ChatGPT, 2026)
As part of our Routes to Transformation project with GlobeScan and ERM, I am trying to identify the main accelerators of—and brakes upon—market trans...
A Market Externality That Rings Your Doorbell
Cardboard boxes have become an invasive species (source: JE via ChatGPT, 2026)
Often, there is a pile of flattened cardboard in the recycling blue box by our front door. There is probably one by yours, too. It is the residue of things we o...
Curing Industrial Amnesia: A Conversation With Rana Hajirasouli
Will AI help solve or aggravate our systemic amnesia? (source: JE via Artiphoria, 2026)
John Elkington: Rana, I was delighted to meet you at the 2025 Rothschild 3Space event, and was hugely taken by your ongoing work with The Surpluss. I w...
Insurgent Wine in Incumbent Bottles
How do we nurture in-house radicals? (source: JE via ChatGPT, 2026)
Some of the best conversations, I find, start with a confession.
And a few weeks ago, not long after I had spoken at a pioneering business-and-nature conference in Norway...
A Term That Disappears When It Wins?
Will sustainability fade into irrelevance? (source: JE via ChatGPT)
In writing our 2037 Green Paper for launch in October, I have been toying with the future of language. It surfaced as an issue in early results from our 2026 Routes to Tra...
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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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