About

John Elkington, Founder and Chief Navigator

(source: Anne Lück, Reporting Times, Centre for Corporate Reporting, Switzerland, 2024)

Not only does evolution never stop, sometimes it accelerates ferociously—in a process biologists call “punctuated equilibrium.” That’s where we find ourselves. And that’s why, after five decades as a change catalyst and market navigator, I foresee more disruption in the next 10-15 years than in the past 50.

Everywhere you look, our equilibrium is being punctuated. We seem to be at a chrysalis moment where the old order melts away and new ones spring into life. Seemingly impossible outcomes, both good and bad, become first possible, then inevitable.

So, how can I help you—and your organization or industry—stretch the boundaries of the possible? To navigate oncoming disturbances in the field? And, in the process, become greater than the sum of our parts?

What I do

Working with Volans:

  • Advisory services: Here I mainly work through Volans, catalyzing system change by helping client and partner organizations shift from traditional responsibility frameworks to more resilient and regenerative mindsets and models.

Areas I mainly focus on via Countercurrent include:

  • Boards and advisory boards: The CEO-whisperer side of my work. I have served on over 80 boards and advisory boards, chairing advisory committees for companies like Neste in Finland and Novartis in Switzerland.
  • Speaking engagements: The power of the spoken word is considerable, though often it takes time to percolate. I have now delivered keynotes and other presentations at over 1,500 major events.
  • Thought leadership: In terms of the written word, I have written or co-authored 21 books and a wide range of other content. My latest books are: Green Swans: The Coming Boom in Regenerative Capitalism (Fast Company Press, 2020) and Tickling Sharks: How We Sold Business on Sustainability (Fast Company Press, 2024).

Navigating the rapids

(source: Rupert Bassett, 2025)

Work in progress

What follows is an account of work in progress—and of a wider story just beginning.

  • My worldview is headlined here.
  • My speaking activities are spotlighted here.
  • Some written word adventures are highlighted here.
  • Details of my educational and teaching work are provided here.
  • Links to media coverage can be found here.
  • For my personal website, see here.
  • And for my Rewilding Markets Substack channel, click here.

Contact us: To start—or continue—conversations, please email me at john@countercurrent.earth or WhatsApp me on +44 (0)7885 559661.