Doing less harm is no longer enough. The future of sustainability is regeneration: replenishing and restoring what we have lost and building economies and communities that thrive, while allowing the planet to do so too.
Despite 195 countries signing up in 2015 to the Paris Agreement to reduce carbon emissions, global use of resources continues to exceed planetary boundaries.
What was perhaps once seen as a burden or a box-ticking exercise is now a major opportunity for innovation and even revenue. Businesses and brands have an opportunity to play a decisive role in the sustainable future. Peter Diamandis, executive chairman of the XPrize Foundation, says it best: “The world’s biggest problems are the world’s biggest business opportunities.”
According to conservative estimates, a new sustainable economy could be worth $12 trillion and create 380 million jobs. It’s potentially a win on many fronts for brands, which can drive efficiency and minimise exposure to risk while aligning with the values of stakeholders, from employees to customers.
Consumers are already operating from a sustainability mindset, even if they struggle to make it a lifestyle. They are increasing the pressure on brands to make it easier for them to do so, calling for greater transparency and pushing for more sustainable options.