A world of 9 billion people by mid-century will demand fundamental changes in our mindsets, behaviors, cultures, and overarching paradigm. Just as our species broke the Sound Barrier during the 1940s and 1950s, a new breed of innovator, entrepreneur, and investor is lining up to break the Sustainability Barrier. In this book, John Elkington introduces the Zeronauts - a new breed of innovator, determined to drive problems such as carbon, waste, toxics, and poverty to zero - as well as creating the first Zeronaut Roll of Honor, spotlighting 50 pioneers in the field of zero. Zeronauts are...

The best practices in corporate sustainability performance are no longer the exclusive domain of companies like Ben & Jerry's or The Body Shop, as they were a decade ago; now, large, multinational companies like G.E. and Wal-Mart are leading the way with significant financial and organizational commitments to social and environmental issues. However, good intentions aren't enough. Whether motivated by concern for society and the environment, government regulation, stakeholder pressures, or economic profit, managers and strategists need to continue making significant changes to more...