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 his latest 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, the book zeroes in on five key challenges (the 5Ps): population growth, pandemics, poverty, pollution, and the proliferation of weapons of mass destruction.