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Sustainability and resilience aren’t enough. Regeneration is priority.
Any business that is committed to having the net positive impact on the world in terms of how its products and services affect /enhance the environment and how its practices affect or inspire the people it touches is a Regenerative Brand. These people can be anyone from employees, consumers, supply chain partners, neighbors or even competitors.
The world is changing. Socially and environmentally. Issues like climate change, health equity, mental health & racial justice are priority concerns now for the new generation. Expectations are high, both quality wise and morally. Sustainability and resilience are fine, but not enough. Brands need to evolve, survive and thrive to meet the expectations. They need to become regenerative brands.
How to be a Regenerative Brand?
"Regenerative brands are problem fixers."
As a report by BBMG, to win this game and be a regenerative Brand, businesses and individuals need to cultivate the 3 As – Aware, Additive & Alive.
Aware
Brands need to be aware of the challenges and aspirations coming their way. They need to sense & embrace the needs to serve better in the society. A major shift is needed from being Passive listeners to being active sensors of the dynamic tensions & go beyond consumer research to reflect how they impact the society and the environment.
Additive
Regenerative Brands don’t just observe, they operate. They create products, services and experiences that deliver indispensable value in people’s lives in return gaining brand loyalty. Most practices revolve around creating designs that restore, recycle or revitalize companies’ own sources of energy and materials.
Alive
As a part of the ecosystem, every living being is inter-dependable. Regenerative brands recognize that. This helps them to unite what’s meaningful to consumers with what brings back to their businesses, and all this impacting the environment positively. The priority is to go beyond individualism & understand that success depends on power-sharing & prioritizing long term brand equity over short term profits.
The most curiosity inducing part is that the Brands are in charge of shaping who we are and how we live. They transform the society. This puts more responsibilities on their shoulders to build a symbiotic relationship between “Needs and Nature”.
“Everything needs to be reciprocated – our relationships with ourselves, with each other and with the planet.” – Alexis Saenz, founder of the international indigenous youth council.
The report also outlined 5 paradigm shifts needed to thrive in a world in flux.
Power: Giving voice, choice and ownership to those with the most at stake.
Space: Closing the distance between the people and places that make, sell and use our brands.
Time: Slowing down, moving with intention, and becoming good ancestors.
Leadership: Welcoming vulnerability, embracing ‘not knowing’ and turning challenges into quests.
Relationship: Widening the circle of connection to thrive together with all of life.
Regenerative Brand designs
Regenerative brand designs originate from the idea that humans and nature can exist in a symbiotic relationship in the same environment. The idea of Net-zero has evolved to the idea of Net-Positive. This is no longer a step towards making it neutral but more focused on how can business create & recreate. Sustainable designs do aim to reach a state of equilibrium where the future resources are not compromised and the inputs & outputs are balanced. Whereas Regenerative design goes a step further where the emphasis is on co-evolution.
Every design we make as an impact on our environment and we all agree that resources are finite. Regenerative designs help minimize the footprints. It starts with a deep analysis of place: site hydrology, community health, social equity, carbon cycles and biodiversity. Regenerative design uses a level of scientific discovery and biology that doesn’t happen on conventional projects.
The best part about Regenerative Designs is that it’s flexible, adaptable, well-tailored for specific clients or projects and the framework that has the ability to accommodate design projects of all sizes, typologies and performance levels.
Leading Regenerative Brands
Regenerative design moves beyond basic high-performance goals towards net-positive impacts with metric-driven targets which consider the project in its broader context.
Here are some leading brands on the path of Net-positive.
IKEA declared their ambition to be a circular business by 2030. They have developed a circular product design that guides them to ensure all products can be reused, refurbished, re-manufactured and eventually recycled.
Hindustan Unilever has committed for Net-Positive by restoring nature’s health in their supply chains and beyond. They have a whole program running that works in favor of the concept. The Unilever Sustainable Agriculture Code (SAC) and the Unilever Regenerative Agriculture Principles (RAPs) provide the basis for their sustainable sourcing program. Following our Procurement Framework (PDF 49KB), every material we purchase is covered by their Responsible Sourcing Policy (PDF 8.25MB) which applies to all suppliers.
World’s largest retailer, Walmart, targets zero emissions by 2040 and aims to protect, manage or restore at least 50 million acres of land and one million square miles of ocean by 2030.
A regenerative fashion initiative, mindfully building a seed-to-sew supply chain in rural India, Oshadi (pronounced as ‘aw-shadi” that means essence of the nature) is one of the few Indian brands that shook hands with the circle business concept. Their products are spun, dyed, woven, printed and sewn naturally in villages by local farmers and artisans. The products are organic and sustainable that comes from the Earth & can go back to the Earth without harming it.
How can we help
Many leaders, businesses & Brands are yet to realize and harness the true potential of Regenerative Business. They need to understand that it’s a win-win situation for all. They serve their responsibilities for the environment, satisfy the emotional needs of the evolving generation who look for products that are sustainable and nature friendly, in return businesses gain customer loyalty. Regeneration is beyond sustainability. It restores, renews and heals the system while improving the inherent ability of the system to revitalize.
We at Xetanova make your experience of Regenerative Branding path exciting. Every strategy is well-tailored as per the need of the project and stands the test of the time. It doesn’t matter if you are a Leading Brand, Start-ups, SME or an individual, Regeneration is for everyone.
Mail us at xetanova@gmail.com to get a quote.
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