The 21st century’s rapidly compounding crises – from climate and ecological breakdown to extreme social inequities of power and opportunity – make it irrefutably clear that the global economic system must be transformed if humanity and the rest of life on Earth are to thrive. Doughnut Economics provides an increasingly recognised compass for such a thriving future, and is focused on meeting the needs of all people within the means of the living planet, by creating economies that are regenerative and distributive by design. What are the implications for the role and transformation of business, if it is to be part of this future?This paper explores how the deep design of business – through a company’s Purpose, Networks, Governance, Ownership, and Finance – powerfully shapesits strategic decisions and operational impacts, and ultimately determines whether or not businesses can transform to become part of a regenerative and distributive future. By diving into five layers of deep design, this paper reveals both design blockages that prevent transformative action, and design innovations that can unlock its possibility. In addition, this paper recognises that industry-level and system-wide transformations are crucial for turning the inheritance of a degenerative and divisive economic system into the beginnings of a regenerative and distributive one.
Our planet’s ecology and society are on a collision course, which manifests due to a contradiction in the assumptions of unlimited material growth fueling the linear economic paradigm. Our closed planetary ecosystem imposes confined amounts of space and a finite extent of resources upon its inhabitants. However, practically all the economic perspectives have been defiantly neglecting these realities, as resources are extracted, used and disposed of reluctantly (Ellen MacArthur Foundation 2015). The circular economy attempts to reconcile the extraction, production and usage of goods and resources with the limited availability of those resources and nature’s regenerative capabilities This perspective entails a shift throughout the supply chain, from material science (e g non-toxic, regenerative biomaterials) to novel logistical systems (e g low-carbon reverse logistics). Because of this, the circular economy is often celebrated for its potential environmental benefits and its usefulness as a blueprint for sustainable development (Ellen MacArthur Foundation 2017). Unfortunately, the promise of the circular economy aiming at enhanced sustainability through restorative intent and design (McDonough & Braungart 2010), is often inhibited by institutional barriers posed by the current linear economy of take, make, use and waste (Ghisellini et al. 2016). Underlying those barriers our cultural paradigm celebrates consumerism, exponential growth and financial benefit instead of human values such as diversity, care and trust. Based on a mapping exercise of the circular economy discourse in the Netherlands and an overview of international (academic) literature (Van den Berg 2020) supplemented with collaborative co-creation sessions, visiting events, conferences, giving talks and classes, we have defined a gap leading to the focus of the Professorship. First, we highlight the importance of a process approach in studying the transition from a linear to a circular economy, which is why we use the verb ‘entrepreneuring’ as it indicates the movement we collectively need to make. The majority of work in the field is based on start-ups and only captures snapshots while longitudinal and transition perspectives - especially of larger companies - are missing (Merli et al. 2019; Geissdoerfer et al. 2018; Bocken et al. 2014). We specifically adopt an entrepreneurship-as-practice lens (Thompson, Verduijn & Gartner 2020), which allows us to trace the doings – as opposed to only the sayings - of organizations involved in circular innovation. Such an approach also enables us to study cross-sector and interfirm collaboration, which is crucial to achieve ecosystem circularity (Raworth 2019). As materials flow between actors in a system, traditional views of ‘a value chain’ slowly make way for an ecosystem or value web perspective on ‘organizing business’. We summarize this first theme as ‘entrepreneurship as social change’ broadening dominant views of what economic activity is and who the main actors are supposed to be (Barinaga 2013; Calás, Smircich & Bourne 2009; Steyaert & Hjorth 2008; Nicholls 2008). Second, within the Circular Business Professorship value is a big word in two ways. First of all, we believe that a transition to a circular economy is not just a transition of materials, nor technologies - it is most of all a transition of values We are interested in how people can explore their own agency in transitioning to a circular economy thereby aligning their personal values with the values of the organization and the larger system they are a part of Second, while circularity is a broad concept that can be approached through different lenses, the way in which things are valued and how value is created and extracted lies at the heart of the transition (Mazzucato 2018). If we don’t understand value as collectively crafted it will be very hard to change things, which is why we specifically focus on multiplicity and co-creation in the process of reclaiming value, originating from an ethics of care Third, sustainability efforts are often concerned with optimization of the current – linear – system by means of ecoefficient practices that are a bit ‘less bad’; using ’less resources’, causing ‘less pollution’ and ‘having less negative impact’. In contrast, eco-effective practices are inherently good, departing from the notion of abundance: circular thinking celebrates the abundance of nature’s regenerative capacities as well as the abundance of our imagination to envision new realities (Ellen MacArthur Foundation 2015). Instead of exploiting natural resources, we should look closely in order to learn how we can build resilient self-sustaining ecosystems like the ones we find in nature. We are in need of rediscovering our profound connection with and appreciation of nature, which requires us to move beyond the cognitive and employ an aesthetic perspective of sustainability This perspective informs our approach to innovating education: aesthetics can support deep sustainability learning (Ivanaj, Poldner & Shrivastava 2014) and contribute to facilitating the circular change makers of the future. The current linear economy has driven our planet’s ecology and society towards a collision course and it is really now or never: if we don’t alter the course towards a circular economy today, then when? When will it become urgent enough for us to take action? Which disaster is needed for us to wake up? We desperately need substitutes for the current neo-liberal paradigm, which underlies our linear society and prevents us from becoming an economy of well-being In Entrepreneuring a regenerative society I propose three research themes – ‘entrepreneurship as social change’, ‘reclaiming value’ and ‘the aesthetics of sustainability’ – as alternative ways of embracing, studying and co-creating such a novel reality. LinkedIn: https://www.linkedin.com/in/kim-poldner-a003473/
MULTIFILE
Universities have the potential, and the responsibility, to take on more ecological and relational approaches to facilitating learning-based change in times of interconnected socioecological crises. Signs for a transition towards these more regenerative approaches of higher education (RHE) that include more place-based, ecological, and relational, ways of educating can already be found in niches across Europe (see for example the proliferation of education-based living labs, field labs, challenge labs). In this paper, the results of a podcast-based inquiry into the design practises and barriers to enacting such forms of RHE are shown. This study revealed seven educational practises that occurred across the innovation niches. It is important to note that these practises are enacted in different ways, or are locally nested in unique expressions; for example, while the ‘practise’ of cultivating personal transformations was represented across the included cases, the way these transformations were cultivated were unique expressions of each context. These RHE-design practises are derived from twenty-seven narrative-based podcasts as interviews recorded in the April through June 2021 period. The resulting podcast (The Regenerative Education Podcast) was published on all major streaming platforms in October 2021 and included 21 participants active in Dutch universities, 1 in Sweden, 1 in Germany, 1 in France, and 3 primarily online. Each episode engages with a leading practitioner, professor, teacher, and/or activist that is trying to connect their educational practice to making the world a more equitable, sustainable, and regenerative place. The episodes ranged from 30 to 70 min in total length and included both English (14) and Dutch (12) interviews. These episodes were analysed through transition mapping a method based on story analysis and transition design. The results include seven design practises such as cultivating personal transformations, nurturing ecosystems of support, and tackling relevant and urgent transition challenges, as well as a preliminary design tool that educational teams can use together with students and local agents in (re)designing their own RHE to connect their educational praxis with transition challenges. van den Berg B, Poldner K, Sjoer E, Wals A. Practises, Drivers and Barriers of an Emerging Regenerative Higher Education in The Netherlands—A Podcast-Based Inquiry. Sustainability. 2022; 14(15):9138. https://doi.org/10.3390/su14159138
Circularity represents an innovative approach to sustainability, aiming to transition from linear systems to cyclical ones by minimizing waste and optimizing resource utilization. Key to this concept is the repurposing of waste into valuable resources, which not only reduces environmental impact but also fosters innovation and produces further value. By utilizing their own waste, organizations can not only decrease their ecological footprint but also promote the development of materials with enhanced circularity thus mitigating environmental harm. Embracing circular practices provides a tangible pathway towards harmonizing human activities with the natural world, nurturing a regenerative global ecosystem. In a concerted effort to tackle biomass waste generated from JvEsch's operations, a strategic partnership with MNEXT is forged. This collaboration endeavours not only to replace unsustainable materials but also to enhance operational efficiency. Central to this initiative is a one-year research feasibility project which focuses on upcycling JvEsch’s biomass waste into valuable products for use in their business model. By examining JvEsch's waste streams, opportunities for the production of alternative materials were being explored. Among these materials, mycelium biocomposites (MBCs) emerge as a promising option for waste reduction and material innovation. The primary objective of this project is to explore the viability of manufacturing and utilizing MBC plant pots using JvEsch's waste. Unlike conventional pots, these innovative alternatives eliminate the need for removal before planting. Through replacing traditional plastic pots commonly used in the industry, the investigation aims to practically demonstrate the transformative potential of circularity in waste management and material production within an organization.
"Regenerative Renaissance" (RR) embarks on an innovative journey to reshape the Fashion and Textile Industry's (FTI) societal and environmental influence. This project, led by University of Groningen (UG) in partnership with fashion designer Joline Jolink (JJ) and local farm Boerderij Gagel: Lente Land (LL) aims to transform Joline’s business into a leading regenerative small-medium enterprise (SME), establishing new norms for social and net positive circularity in the Dutch FTI. It probes how the FTI can progress from sustainability (net zero) to regeneration (net positive), focusing on fostering a symbiotic bond between fashion/textile production and land regeneration, connecting textiles and people with the land. This vision transcends traditional sustainability, seeking to actively enhance environmental restoration, biodiversity and creating multiple values. It entails a transformation of the fashion business model (BM), embedding regenerative practices into all aspects of running a fashion business and strengthening the ties between humans and nature. RR strives to reduce the fashion industry's environmental impact while enriching ecosystems and communities. The project involves collaborating with local communities and stakeholders to co-create initiatives like community farming, educational workshops, creating alternative products and a clothing line that reflects regeneration principles in its making and storytelling. The ultimate goal is to develop a replicable regenerative BM for the FTI, redefining the interaction between fashion, society, and the environment, and prompting a balanced shift towards a sustainable, ecologically harmonious future.
The tourism strategy of the municipality of Amsterdam and the Destination Management Organisation stress the importance of increasing liveabilty and enhancing a sense of unity through, also by connecting with residents. An important area in which they would like to achieve this, is Amsterdam Noord, a neighbourhood that was historically on the fringe of the city but is now appointed as one of the (to be further developed) multi-cores of the city. As such it is facing a rapid transformation on a social, cultural, economic and infrastructural level with an increasing leisure and tourism offer. The idea is to apply principles of regenerative tourism and community capacity building to ensure a sustainable tourism development, although it remains unclear how to do this in in practice. The current PD addresses this issue by investigating possible regenerative urban tourism principles and practices (here: collaborative interventions) that can be designed to increase local community building capacities, using a living lab setting in Amsterdam-Noord. It follows a participatory action research approach where the researcher is part of a living lab team and local eco system. By participating in local meet-ups as well as desk research and (group)interviews a further contextual understanding of how regenerative tourism can be conceptualised in an urban context is gained. Next, workshops, experiments and design-based interventions with local stakeholders will be done to construct different stories of place and new ways of performing tourism. The PD will contribute to knowledge development creating a conceptual framework for regenerative urban tourism. It will also provide academic and practical insights on with regards to stimulating capacity building and how to measure this within a tourism context (also in relation to co-creation and placemaking practices), what potentials can be tapped into and how small-scall collaborative interventions can influence wider system change.
