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The future will be better than you think. Thriving shows how innovation can regenerate nature, society, and the economy by taking us from degradation to restoration of ecosystems, from depletion to renewal of resources, from disparity to responsibility in communities, from disease to revitalization of health, from disconnection to rewiring through technology, and from disruption to resilience of infrastructure and institutions.

Learn from the past. Understand the present. Explore the future.

Sustainability is going mainstream—but where did the story start? For decades, the traditional capitalist business model required growth at all costs. Business-as-usual guaranteed unsustainability. Now, in contrast, we see growing adoption of greener practices, but where did these ideas come from—and where are the linked movements headed? Drawing on a half century of experience since the early seventies, “Godfather of Sustainability” John Elkington explains how a series of societal pressure waves have helped to transform business, markets, and, ultimately, capitalism.