The Next Frontier for Innovation
Many businesses today are in the early stages of regenerative maturity. They might focus on minor improvements, such as adhering to CSRD guidelines, or simply meet compliance requirements. However, by staying at this level, they’re missing out on significant opportunities to innovate and transform their business models—opportunities that come with reaching the next stage of regeneration.
While sustainability focuses on preserving what already exists, regeneration is about restoring what’s missing. This shift is defining the future of business. What was once seen as an ideological concept is now moving into the mainstream, becoming a key part of the entrepreneurial landscape. „Green“ is evolving beyond a buzzword—it’s a business strategy. Net zero isn’t just a regulatory requirement anymore; it’s a launchpad for innovation and a pathway to competitive advantage. It’s no longer the final goal but the starting point for businesses to reinvent themselves.
Companies are increasingly realizing that regenerative practices benefit not only the environment and society but also their bottom line. In the future, nature won’t just be viewed as a resource to exploit—it will be seen as a co-creative partner. Nature-based solutions like CO₂-absorbing forests, river renaturation, biodiversity preservation, and regenerative agriculture are becoming essential, mainstream practices, far beyond the domain of environmental activists. According to Deutsche Bank, the global market for ESG (Environmental, Social, and Governance) investment is projected to surpass $100 trillion by 2030. The United Nations Environment Programme (UNEP) expects that nature-based solutions (NBS) will create 32 million new jobs by then.
Future focus: businesses that thrive will be those that embrace regeneration.
Take Patagonia as a prime example: the brand exemplifies how businesses can thrive while being ecologically responsible. Patagonia creates value in a way that goes far beyond what discounts or conventional business models can offer. Their supply chains are not just operational—they’re a source of competitive edge. Studies show that 70% of global consumers prioritize sustainability when making purchases, indicating that „green“ pressure is now a dominant factor in consumer decision-making.
But regeneration isn’t just about organic products, plant-based diets, or zero waste—it’s about an entire ecosystem of renewable practices. A regenerative economy includes circular business models, biodiversity preservation, social equity, and local community engagement. It is a holistic approach that aligns profit with purpose. Where does your business stand when it comes to regenerative maturity?
Regenerative maturity levels for businesses
How can you evolve your business to embrace regenerative practices?
Conventional business models will become outdated, and regeneration will become the new business paradigm. Regeneration as a business model invites companies to integrate sustainability in a way that creates symbiosis between the planet, people, and profit. The future belongs to those who give back more than they take and view nature as a key stakeholder. The businesses that place people and the planet at the heart of their economic goals will lead the way.
Pathways to Regenerative Business Design
One pathway for me to regenerative business design is based on Doughnut Economic’s. The five layers (Purpose, Networks, Governance, Ownership and Finance) play a crucial role in shaping the strategic decisions and operational outcomes of businesses, ultimately determining whether they can evolve into part of a regenerative and distributive future. By exploring the five layers of deep design, this tool uncovers both the design blockages hindering transformative action and the design innovations that unlock its potential. Developed with input from over 300 businesses through 22 pilot workshops co-hosted by the Doughnut Economics Action Lab, this tool has been continuously refined based on feedback from numerous facilitators using it to guide workshops with businesses worldwide. Would you be curious to explore it with me?
Vanessa Rosenthal is a strategist and sustainable innovation consultant who is guiding companies in diversifying their current business model through regenerative practices and helping to develop entirely new models that create transformative impact. Vanessa is also a researcher and co-author of the Doughnut Design for Business Cases, a series identifying and embracing new pathways towards regenerative business futures.
