by Lionesses of Africa Operations Department
It was John Elkington who in 1994 originally coined the phrase ‘Triple Bottom Line’ to change the thinking within business from the view that ‘business is in the business to do business’, to, in his words “…provoke deeper thinking about capitalism and its future” (here). The trouble was (as John himself admitted here) that this quickly became an accounting add-on, and with that, for many (not all, as he highlights ‘heroes’ Denmark’s Novo Nordisk, Anglo-Dutch Unilever, and Germany’s Covestro), the tick boxes appeared and behind the smoke and mirrors, double counting, and dare we say it, being ‘economical with the truth’, the talk just increased, leaving the entire purpose - positive impact at scale through the transformation of capitalism, in the dust.
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