Tikcling Sharks

Sustainability is shifting from a niche concern to a mainstream corporate mandate, but this evolution didn't happen overnight. For decades, the standard capitalist model prioritized relentless growth, a "business-as-usual" approach that was inherently unsustainable. In this memoir, John Elkington, often called the "Godfather of Sustainability," reflects on fifty years of history to explain how we got here. He explores the following key themes: Societal Pressure Waves: How shifting public values since the 1970s forced markets and capitalism to transform.Corporate Engagement: His personal journey of "tickling the sharks"—persuading once-resistant corporate leaders to adopt social, environmental, and governance (ESG) priorities.A Shift Toward Regeneration: A candid critique of the progress made so far, moving beyond simple "responsibility" toward a future global economy that is truly resilient and regenerative. Essentially, the text tracks Elkington’s colorful career from youthful inspiration to pioneering the business case for sustainability, offering both a historical witness statement and a manifesto for the future.