Green Swans

A Green Swan is a profound market shift, generally catalysed by some combination of Black or Grey Swan challenges and changing paradigms, values, mindsets, politics, policies, technologies, business models, and other key factors.

A Green Swan delivers exponential progress in the form of economic, social, and environmental wealth creation. At worst, it achieves this outcome in two dimensions while holding the third steady. There may be a period of adjustment where one or more dimensions underperform, but the aim is an integrated breakthrough in all three dimensions.

Part of Volans’ Tomorrow’s Capitalism Inquiry, the latest book from John Elkington highlights how businesses can be catalysts for systems change. Drawing on first-hand experience from boardrooms around the world, and our Inquiry findings, the book examines wicked problems and the ‘ugly ducklings’ of today that have the potential to become tomorrow’s world-saving Green Swans.

The book has now inspired a new initiative to spotlight and make business sense of the evolving regenerative economy – Green Swans Observatory.


Buy the Book

An important note on shipping: We can no longer ship outside the UK

Unfortunately, the new rules for selling outside the UK mean we can no longer sell and ship books to countries outside the UK. In these WFH times we are packing and posting all book orders ourselves – usually within a working day or two of you ordering and via First Class delivery. Despite the hard work of individuals the postal services are experiencing delays so we can’t guarantee when your book will arrive. We hope you will join us in being patient with the postal services at this time as they work to keep things running.

Green Swans: The Coming Boom in Regenerative Capitalism

Hardback £25.00.

Free P&P for the UK, for the rest of the world please shop with your local bookshop. Please note all books are sent 1st class, but we cannot track or guarantee a delivery date. To order please email  and we will send you details of how to order and pay.

Green Swan Highlights

  • The Green Swans Observatory is an initiative dedicated to tracking, researching and supporting solutions to global challenges that have the potential to go positively exponential.
  • Book, Green Swans: The Coming Boom in Regenerative Capitalism, by John Elkington, Fast Company Press April 2020.
  • The Green Swans Book Club, join us – virtually for now – in discussing key books for the exponential decade.
  • The Green Swan Award.
  • Green Swan Day 2019 – with Sir Tim Smit (The Eden Project),Tanya Steele (WWF), Mark Campanale (Carbon Tracker) and others.