The Zeronauts

John Elkington, who coined the term 'triple bottom line,' here profiles the innovators he calls Zeronauts — entrepreneurs and investors driving harmful impacts toward zero while still building profitable enterprises. The 50-person Roll of Honour spans water management, health care, and beyond, and Elkington writes with genuine moral urgency without tipping into lecturing. The real-world case studies are the book's strength, showing what ambition rather than incremental compromise can accomplish. The honest caveat is that the 5Ps framework feels somewhat arbitrary, and smaller organizations looking for step-by-step guidance may finish feeling inspired but under-equipped. No content concerns whatsoever — the stewardship themes align comfortably with faith-minded readers. Essential reading for sustainability professionals and investors who want vision more than a how-to manual.