Profiles
Interiors & Sources Magazine
July 2004
25 Environmental Champions for 2004:
And A Tribute to the Trailblazers
by Katie Sosnowchik & Penny Bonda
Who are your environmental heroes? That simple question inspired this compilation of 25 champions who are tirelessly working to raise the level of awareness of vital ecological issues, laying forth critical mandates for the future—and sometimes achieving the impossible in the process. Also included is a tribute to those trailblazers responsible for pioneering sustainable design and business practices early on, providing the very foundation upon which the modern environmental movement has been built.
In identifying John as a ‘Trailblazer’, alongside the likes of Rachel Carson, Paul Hawken, Denis Hayes, Amory and Hunter Lovins, and E.O. Wilson, the magazine gave the following reasons for its choice.
John Elkington
Environmentalist, Author
Elkington rocked the foundation of traditional corporate thought when, in 1997, his ground-breaking book, Cannibals with Forks: The Triple Bottom Line of 21st Business, hit the book stands. His inspirational, practical treatise demonstrated how all businesses can successfully adopt a three-prong strategy for the future, one that includes not just economic prosperity, but also environmental protection and social equity. He currently serves as chairman of the consultancy firm SustainAbility, which he founded in 1987 with Julia Hailes. It works with businesses from a variety of industries and world regions, helping them understand and respond strategically to the evolving challenges of sustainable development. Personally, Elkington cites eight core values on his website that drive his thinking and actions: evolution (real change happens over generations); sustainability (future generations as stakeholders today); diversity (evolution feeds on difference); transparency (sustainable economies are see-through); conversation (wellspring of insight): memory (capture lessons of experience); intuition (facts only get you so far); and serendipity (learn from mistakes and fortunate accidents).
