Developing a regenerative mindset is presented as the greatest opportunity of our time in the field of business and marketing.
A regenerative mindset in business involves questioning the way we have traditionally understood growth and sustainability.
Unlike sustainability, which is often associated with doing less harm, regeneration goes a step further, actively seeking to restore, renew and add value to the system as a whole.
This not only includes reducing negative impacts, but also generating a "positive impact" that improves the well-being of the planet and people.
This approach also challenges the way we measure success in business. Instead of focusing exclusively on financial indicators such as revenue and EBITDA, a shift is proposed towards metrics that measure impact on multiple actors, including environmental sustainability, social well-being and long-term economic prosperity.
The regenerative mentality or “regenerative mindset” also extends to advertising and marketing, where the narrative must stop promoting excessive consumption and tend towards the promotion of products and services that benefit both consumers and the community and environment.
This approach has the potential to revolutionize marketing strategies, prioritizing sustainable value creation over immediate profit.
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