Why ‘regeneration’ is generating business buzz
‘Regenerative’ is the new term to use to indicate green business operations. It follows the heavy use of ‘sustainability’, ‘environmental’ or ‘socially responsible’. The term is often associated with agriculture but by now clearly has come to represent more (or less), as it is used as a buzzword without real understanding of what it actually means.
The whole idea behind regeneration is restoring the earth through production means. And though it appears to be the next buzz word, looking for ways to contribute to healing the planet are laudable. Yet, the risk is that buzzword makes something really complex seem easy. Greenbiz writes that there’s even mention of regenerative architecture, energy and travel. The problem with this, Greenbiz writes, is that a buzzword creates an “etymological comfort food, simple terms that refer to complex phenomena”.
Regeneration refers to renewal, restoration and regrowth in living systems. It’s derived from biology, where it is used to indicate organisms and ecosystems and their resilience. When companies use this, they talk about having a net positive income, but, that is exactly what sustainability should have been about, writes the platform, referring directly to the Brundtland report.
If we really look at regeneration, it is definitely a pillar of sustainability. Maybe it’s even the most important one, but we have to look at it as a whole. It is a gateway to a holistic approach to sustainability. Touching upon topics such as carbon footprint, water footprint, but also what binds together the entire supply chain. It’s not without reason major brands return to traditional materials, leaving behind the plastic alternatives. After all, traditional materials like leather close the circle of use and giving back.
That’s why it’s so important to not muddle the term any further. If we forget the full cycle of products, we will not be able to fulfill the promise of regeneration.
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