WINTER 2023/24 | Climate Perspectives
Sustainability has Left the Party: Demystifying Regenerative Business Strategy By Jonny Prest, Creative Strategist, Seed.
As a brand strategist who works at
each person to tone it down? This is
the intersection of climate research
our current climate communications
and regenerative business models,
method (in other words: nudge
I'm continually asked by friends and
tactics). No, we need radical reform
acquaintances, ‘What is
and to end this party pronto. We need
sustainability? What is regenerative?’
to take away the booze and switch
My long-winded academic response
the music off.
often leaves people glazed over and bewildered, so I’ve constructed a (somewhat crude) analogy of
sustainability and how it relates to
So, sustainability is ordering a cab and leaving the party. In other
words, not doing bad. Regenerative is
the path to regenerative.
staying and cleaning up (proactively
So here goes. Imagine you are at a
attention.
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?
22 Do we go around individually and tell
doing good). Now I have their
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.
