Flying Through the Next 100 Years

John Elkington

October 29, 2009

As I flew back from Adelaide and Melbourne via Singapore yesterday and through the seemingly unending night, I read The Next 100 Years by George Friedman in its entirety. A stunning piece of work. One of the most provocative books I have read in a very long time – and I dived into it because of a recent project in which I was asked to think through what the world – and our agenda- would be like in 2097.

Another spur for my growing interest in demographics, gender-related trends and ageing. The stalling of China’s rise, the collapse of Russia and the collision between the USA, on the one hand, and Japan and Turkey, on the other, is dealt with persuasively. My only real quibble is the way the challenges of global warming and environmental change are almost dismissed out of hand on page 252, as likely to be addressed by demographic changes and new technologies. Highly recommended.