The myth of the regenerative business model

This is the time of regenerative business models, at least according to the interest a growing number of companies show in advancing regenerative visions and initiatives. But what does it mean in practice? Are companies truly adopting regenerative mindset and practices or is it just a myth they help promote?

Credit: Nestlé

#1: Business-as-usual growth mindset does not change

Credit: Brave New Films

#2: Continuing with substantial degenerative activities


#3: Tweaking the system instead of changing it (or: choosing H2- instead of H2+)

Source of the original Three Horizons graph: ITC
Credit: Nestlé
Credit: Nestlé



Get the Medium app

A button that says 'Download on the App Store', and if clicked it will lead you to the iOS App store
A button that says 'Get it on, Google Play', and if clicked it will lead you to the Google Play store
Raz Godelnik

Assistant Prof. at Parsons School of Design. My book (2021): Rethinking Corporate Sustainability in the Era of Climate Crisis — A Strategic Design Approach