By John Elkington
It is a definition of the ''triple backside line'' of revenue, environmental sustainability and social accountability. it truly is in keeping with the auhthor's first-hand adventure with businesses who've realised that those are the forces that form the way forward for company.
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Extra resources for Cannibals With Forks: The Triple Bottom Line of 21st Century Business
Sample text
We have seen the raw capitalism of the Industrial Revolution progressively molded into new forms of “social,” “green,” or, increasingly, “stakeholder” capitalism. Hopefully, over the next few generations, we can also evolve “sustainable” forms of capitalism. One key shift that will drive us in this direction is the awakening of financial markets to key elements of the triple bottom line agenda over the next decade. The scale of the losses sustained to date by the insurance industry are mind-numbing.
11 What Are the Implications? The economic and social dislocations now reeking all industrial nations make for an extremely unsettled political environment within which to attempt to pursue longterm goals such as sustainability, Partly as a result, business will find itself in a now, more central position. The relative weakening of government influence and control as globalization proceeds will ensure that business will increasingly be held to account for issues which would once have been seen as political — and therefore, necessarily, the preserve of government.
That has been my great good fortune. In 1949, the year I was born, the environment as such was simply not on the international agenda. However, as we see below, that same year some critical experiments were taking place in the Arctic. By the time I turned 21 in 1970, the first wave of environmentalism was in full flow. That year saw the first Earth Day, held in the USA. I started an environmental postgraduate degree in 1972, the year of the UN Stockholm environmental conference, and began work in an environmental consultancy in 1974, towards the end of the first wave’s peak.