John Elkington was described by Business Week in 2004 as "a dean of the corporate responsibility movement for three decades." In 2008, the Evening Standard had named him among the ‘1000 Most Influential People’ in London, describing him as “a true green business guru,” and as “an evangelist for corporate social and environmental responsibility long before it was fashionable.” But his first involvement in the field dates back to 1961 when, aged 11, he raised money for the newly formed World Wildlife Fund (WWF).
He says he has always struggled to come up with a suitable elevator pitch to describe what he does, but he suggests that one way to think of it is that he and his colleagues serve as "grit in the corporate oyster," providing a "pro-business, pro-future" irritant around which new forms of value can form. His personal website and blog can be found here
He has written or co-authored 19 books, including 1988’s million-selling Green Consumer Guide, 1997’s Cannibals with Forks: The Triple Bottom Line of 21st Century Business, the book which brought his triple bottom line concept and agenda to a wider audience, and 2008’s The Power of Unreasonable People: How Social Entrepreneurs Create Markets That Change the World, co-authored with Volans co-founder Pamela Hartigan. His most recent book, co-authored with Jochen Zeitz, former Chairman and CEO of PUMA, and now co-Chair with Sir Richard Branson of The B Team, is The Breakthrough Challenge: 10 Ways to Connect Tomorrow's Profits with Tomorrow's Bottom Line (Jossey-Bass, 2014)..
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