Doughnut Design for Business 05

In this chapter, we introduce the idea that for a business to pursue regenerative outcomes it should also look inward on its business design. As a framework for this exploration, we introduce the ‘Doughnut Design for Business’ tool (DEAL, 2022). This tool emphasises five crucial “deep design” aspects that organisations need to consider in order to effectively pursue regenerative and distributive outcomes aligned with the principles of Doughnut Economics.

These aspects, namely Purpose, Networks, Governance, Ownership, and Finance, serve as fundamental building blocks for businesses to create a positive impact on both the environment and society.

To illustrate the application of these deep design aspects, a case study on Home.Earth is included in the chapter. This case study showcases how Home.Earth, a company in the real estate sector, embraces various elements of business design to pursue regenerative outcomes in urban development and address systemic challenges within the industry. Tangible examples demonstrate how integrating deep design principles can lead to transformative and sustainable business practices.