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 | 213 | Founded | 3 years ago | Last Issue | 6 days ago |
| Active | |||||
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johnelkington.substack.comLatest Issues
Welcome to Gray Rhino Territory
Gray rhinos are obvious threats that we often ignore, even though they are likely and can have a big impact. Michele Wucker introduced this term at Davos in 2013, as a contrast to Nassim Taleb’s black swans, which are unexpected events. Sin...
Do Trade Agreements Make Economies More Sustainable?
Source: JE via ChatGPT, 2026
People often compare trade policy to plumbing. Tariffs, quotas, and rules of origin are like pipes that only get attention when something goes wrong. The latest Hinrich-IMD Sustainable Trade Index stands out be...
Tipping Points Expand from Amazonia to Markets
The hunt is on for positive S-curves (source: JE via ChatGPT, 2026)
On the same day that WWF launched the 2026 edition of its report, I was with a group of WWF UK Ambassadors visiting the Walthamstow Wetlands, managed by the London Wildlif...
You Are Invited...
You are invited to register for a Zoom webinar organized by GlobeScan, the ERM Sustainability Institute and Volans.
Topic: Routes to Transformation - Rebuilding Momentum for Sustainable Transformation
When: Oct 29, 2026 10:00 AM Easte...
Advance Rumblings of Gray Rhinos
The gray rhinos come in because the same webinar, on 29th October, will launch a linked Green Paper I have labored over in recent months. And, as you know, the gray rhino is a metaphor for a highly probable, high-impact, and obvious threat...
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| Subscribers | Engagement | 75 | Monthly Web Visits | ||
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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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