A world of 9 billion people by mid-century will demand fundamental
changes in our mindsets, behaviors, cultures, and overarching
paradigm. Just as our species broke the Sound Barrier during the
1940s and 1950s, a new breed of innovator, entrepreneur, and
investor is lining up to break the Sustainability Barrier. In this
book, John Elkington introduces the Zeronauts - a new breed of
innovator, determined to drive problems such as carbon, waste,
toxics, and poverty to zero - as well as creating the first
Zeronaut Roll of Honor, spotlighting 50 pioneers in the field of
zero. Zeronauts are innovating in an astonishing range of areas,
tackling hugely diverse economic, social, environmental, and
governance challenges. To give a sense of progress to date, we zero
in on five key challenges (the 5Ps): population growth, pandemics,
poverty, pollution, and proliferation. The power of zero has been
trumpeted, notably in relation to zero defects. This book
spotlights key lessons learned in the field of total quality
management - and introduces a five-stage "Pathways to Zero" model,
running through from the Eureka! discovery moment to the point
where a new way of doing things becomes endemic in the economy. In
order to move from incremental to transformative change, we must
embrace wider framings, deeper insights, higher targets, and longer
time scales. This book investigates some ways in which leading
Zeronauts are pushing change in relevant directions, with cases
drawn from a spectrum of human activity - from water profligacy to
human genital mutilation. If we learn from these pioneers, the
twenty-first century could be our best yet.
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