Green Swans and Regenerative Business

In this episode, host Christopher Marquis is joined by John Elkington, author, advisor, and originator of the “triple bottom line.” John revisits how that idea took off in the 1990s, and why he later issued a “product recall” to refocus leaders on truly integrating people, planet, and profit. The episode explores his concept of “Green Swans” - system-positive shifts that outpace incremental change. From renewables and EVs to greener cities, John shows where technology, policy, and strategy are already bending the curve toward regeneration. He also reflects on the B Corp movement and how sustainability is spreading across the C-suite, uniting impact, risk, and return under one agenda. John leaves us with practical advice: get out into the world - visit farms, factories, and front-line communities where the future is being built. By seeing what’s possible, leaders can move from theory to transformation.

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