Why is this important for Brands?
Individual consumers are feeling powerless in the face of absolute oncoming environmental catastrophe, & asking – what power do we have in comparison to the global impact that brands could have on a worldwide scale? Studies show that in the US, just 5% of its plastic is recycled, with 85% ending up in landfill & 10% incinerated – a horrific statistic that lays bare the fact that consumers' efforts are going to waste.
However, consumers are waking up to the immense collective purchasing power they wield and putting their money into brands that are answering the ecological problems of our time.
What's driving all of this?
Regenerative capitalism is a radical new idea that sees brands, organisations & governments working to restore & build rather than exploit & destroy. Brands such as PepsiCo, Timberland & Danone are leading the way, developing new approaches that offer a refreshingly optimistic antidote to the oppressive planetary doom & gloom.
Case studies show that this is happening right now:
Patagonia drops the word ‘sustainability’
instead replacing it with 'regeneration'. The brand is now backing organic regenerative farming, a system which builds healthy soil & that also traps carbon – a meaningful way to tackle climate change.
PepsiCo will implement regenerative farming across more than seven million acres worldwide
Speaking to the World Economic Forum, John Elkington, author & corporate responsibility & sustainability authority, stated, "This is pretty major. It's a bit like when Microsoft said it would offset its carbon emissions for its entire history as a business."
The Net Positive Project is a new way of doing business with major brands onboard
Objective is to put back into society, the environment & the global economy more than it takes out. Brands to sign up include AT&T, Dell, Hewlett Packard, Levi Strauss & Co, Target, IKEA, & Pepsico