Earth Day, April 22, 2014


The first Earth Day was launched April 22, 1970, before sustainability became really fashionable. The Earth Day this year celebrated two days ago concentrated on Green Cities. On this 44th birthday John Elkington and Jochen Zeitz posted a blog about what the Earth Day should focus on in the future.

john elkington

My good friend John Elkington has been one of the pioneers in promoting sustainable businesses. Through his first London-based  consulting company “Sustainability” John Elkington co-published  the bestseller “the Green Consumer Guide”, “the LCA Sourcebook” for SPOLD and with me “the LCA Guide” for the European Environment Agency. He helped also e.g. Novo-Nordisk with a green profile already in the 1990s. His 1997 book “Cannibals with Forks: The Triple Bottom Line of 21st Century Business” was breaking. More info about his recent activities beyond the triple bottom line can be found on


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