Sustainability has Left the Party: Demystifying Regenerative Business Strategy

OPINION | By Jonny Prest, Creative Strategist, Seed.

As a brand strategist who works at the intersection of climate research and regenerative business models, I’m continually asked by friends and acquaintances, ‘What is sustainability? What is regenerative?’ My long-winded academic response often leaves people glazed over and bewildered, so I’ve constructed a (somewhat crude) analogy of sustainability and how it relates to the path to regenerative.

So here goes. Imagine you are at a party that got way out of hand. There’s a fight kicking off in the kitchen; someone has thrown up in the bedroom and a fire has been started in the garden. This is our current global situation. Now what? Do we go around individually and tell each person to tone it down? This is our current climate communications method (in other words: nudge tactics). No, we need radical reform and to end this party pronto. We need to take away the booze and switch the music off.

So, sustainability is ordering a cab and leaving the party. In other words, notdoing bad. Regenerative is staying and cleaning up (proactively doing good). Now I have their attention.

In the ever-evolving landscape of corporate responsibility, the terms ‘sustainable’, ‘ESG’, ‘CSR’ and ‘SDGs’ have long been touted as the benchmarks for conscientious business practices. However, a paradigm shift is underway, asserting that sustainability alone is no longer sufficient. The death knell for degenerative business models has rung, and the dawn of a new era is marked by the rise of regenerative strategies that transcend mere environmental awareness.

In a world grappling with the consequences of centuries of industrialisation and consumerism, the stark reality is that traditional sustainability measures are inadequate. We have a prevalence of business models and products that are fundamentally degenerative, actively contributing to pollution and lacking genuine societal value.

The transition towards regenerative practices is most potent at the very core – the brand DNA. An organisation’s brand serves as its DNA, guiding decisions, shaping product development and embodying belief systems. To embark on the journey towards regenerative business, a fundamental reshaping of the brand is imperative. So what is ‘brand’? It’s a word that has an identity crisis (ironic, eh?). For me, your brand is what people feel about you. It’s their connectedness with who you are and your relevance within their lives. The more that your customers become environmentally conscious (and they will), the more you need to be building your brand so that protecting people and the planet becomes central to your meaning and offering.

The role of brand in regenerative practices

Remodelling a brand around regenerative practices is the linchpin for success. It involves a holistic approach that transcends mere environmental initiatives. A regenerative brand:

• Contributes to social and ecological systems: the brand becomes a force for positive change, actively supporting and protecting social and ecological systems.

• Enhances reputation and attracts conscious stakeholders: regenerative practices distinguish a business in the sustainable/regenerative economy, attracting conscious customers and investors.

• Aligns identity and messaging with regenerative focus: the brand becomes a beacon of change, aligning identity and messaging to foster trust and loyalty.

• Inspires employees and fosters a culture of purpose: employees become agents of change, driven by a sense of purpose derived from the organisation’s commitment to regeneration.

A call to action: Climate damage, not change

In our quest for a regenerative future, it’s time to shift our narrative. Let’s stop saying ‘climate change’ and start calling it what it truly is – climate damage. Embracing this mindset is the first step toward regenerative action, the urgent cleanup we need to address the challenges posed by centuries of unsustainable practices.

As the sustainability narrative evolves, regenerative business strategies emerge as the beacon for genuine, impactful change. By understanding the demise of degenerative models, the essence of regenerative business, and the pivotal role of brands in this transformation, organisations can actively contribute to the cleanup and restoration our planet so desperately requires. The party is far from over – it’s time for a regenerative clean up.