John Elkington is a world authority on corporate responsibility and sustainable development. He is currently Founding Partner and Executive Chairman of Volans, a future-focused business working at the intersection of the sustainability, entrepreneurship and innovation movements.
John Elkington
Founding Partner and Executive Chairman
Volans Ventures
John Elkington is tagged in 3 stories.
How to Prove Skeptical Stakeholders Wrong on the Road to Fulfilling Your Brand Purpose
Marketing and Comms / “Purpose is like Pokémon - everybody is chasing it and nobody knows why,” “Mr. Goodvertising,” Thomas Kolster, mused at the start of the Tuesday morning plenary session at SB’16 Copenhagen. Articulating purpose is central to modern branding. And in a world where the majority of market value is drawn from intangible assets, “brand is king,” Kolster said. - 3 years ago
Project Breakthrough: Can Your Brand Deliver Exponential Solutions to the SDGs?
Product, Service & Design Innovation / Declaring intent is oh-so-easy. CEOs and other business leaders do it all the time. But delivering against declared pledges can be a very different matter. In recent years, for example, thousands of companies have signed up to various international charters and business-to-business platforms pursuing sustainable development — and rolled up at the growing number of events celebrating incremental progress. Then, last year, somebody sat on the fast-forward button. - 3 years ago
The Breakthrough Challenge: Arguments for Branding (and Rebranding) Sustainability
Marketing and Comms / Really, what is a sustainable brand?Having visited port wine cellars in Portugal, I know the history and value of branding — symbols literally burned into casks as a guarantee of provenance and quality. And when I think of the brands I have bought into over the years, there are a number of common links: quality (Bose, Leica), safety (Dawes cycles, Volvo), creativity (Apple), long life (Barbour jackets), self-education (Penguin, Google) and sustainability (Patagonia, though I confess that their bag I carry was given to me as a freebie at an early Wall Street Journal ‘Eco:nomics’ [another bit of branding] conference in San Diego). - 5 years ago