Marketing in a hot, flat and crowded world

The current major economic disruption coincides with the realisation that the post World War Two economic structures are ecologically unsustainable and will have to change.

Marketing in a hot, flat and crowded world

John ElkingtonVolans Ventures

I bring both good news and bad. As far as the bad news goes, having worked through five recessions to date, I think that the current downturn is more than a sixth in the series. Instead, it feels like the onset of a new cycle in what economists like Nikolai Kondratiev and Joseph Schumpeter saw as great waves of change that build and destroy economies.

And that's the good news, too, because our post-Second World War economic infrastructures are already proving to be ecologically unsustainable – witness the...

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