Green Swans
* Book: Green Swans: The Coming Boom in Regenerative Capitalism. By John Elkington.
Description
John Elkington:
"Green Swans also take the world by surprise — because of their exponential character, and because they produce outcomes previously considered to be not just improbable but impossible. But rather than driving degeneration like their Grey and Black cousins, they help drive resilience and regeneration.
I don’t spend much time on brands and branding in my new book, Green Swans: The Coming Boom in Regenerative Capitalism. Having worked with business for over 40 years, I know just how powerful brands can be — but now see successful branding as an emergent property of deeper-running megatrends.
As systemic changes ricochet through our economies and societies, established brands will die, while new ones struggle to find their feet. And with the futures of capitalism, democracy; and, yes, sustainability now very much in question — even before the COVID-19 pandemic hit — brands may soon seem a lot less important than they once did."