Where Sustainability Ends, Regeneration Begins
Intentional Futures
A research, design, and strategy consultancy solving hard problems that matter
What does it mean to be a regenerative business?
Our ecological and social crises are deeply interconnected and driven by extractive economic models, which enrich few while externalizing harms at the cost of the whole. Simultaneously, we have arrived at a critical and opportune moment to reorient our economic structures, businesses, and technologies to embrace models that restore health to both people and planet.
iF has been a proponent of sustainability since its beginnings, but more recently, we’ve begun an intentional shift toward regenerative thinking and practices in our business operations and client projects. Read on to hear how we’re embodying regeneration and how you can put this mindset and practices to work in your company or organization.
Regeneration vs. Sustainability
But first, what’s the difference between regeneration and sustainability?
The first, best definition of sustainability, or our obligation to future generations, comes from the United Nations-commissioned Brundtland Commission in 1987:
“Humanity has the ability to make development sustainable to ensure that it meets the needs of the present without compromising the ability of future generations to meet their own needs.”
In short, it is our responsibility to consider the future impact of today’s decisions and act in service to the generations to come. Recycling paper in your home, for example, demonstrates sustainability by taking a step to get rid of the waste in a way that keeps future generations in mind by attempting to keep paper out of landfills.
But as ocean health advocate Ashlan Cousteau recently declared during a World Ocean Day event hosted by iF’s Mitch Ratcliffe, “F**k sustainability… we need to think about restoration and regeneration.”
Regeneration goes far beyond sustainability, actively aiming to reduce and reverse environmental and social harm. In other words, think renewal, not steady-state business-as-usual with a little less environmental impact.
Regeneration is the keystone idea that will unleash the circular economic growth that the World Economic Forum “the business opportunity of our lifetimes.” Sea & Shoreline offers a prime example of a regenerative business. This Florida-based firm works to restore polluted and uninhabitable bodies of water to become vibrant ecosystems for plants and animals. Through dredging, planting and maintaining seagrass, and continual monitoring, these waterways are not just cleaned for a day, they are set up to re-stabilize and thrive for years to come.
It’s time for businesses and governments to embrace actions that not only do no harm but contribute to reverse environmental damage and global warming.
You can check out examples of iF's previous regenerative projects and conversations below.
Key Changes Make Us Resilient
The concept of change is interwoven with regeneration – for something to evolve, it must be compatible with change. The clear sign that our society has exhausted the extractive model is evidenced in compounding societal, economic, and environmental forces that are disrupting business in profound, unavoidable ways.
The evolution of business thinking and need for continuous adaptation in response to the rapidly shifting climate is the reality with which leaders now grapple. A recent PwC survey found that 45% of CEOs believe that their companies will not be viable in 10 years if they continue along their current path without changes.
Change is what we think about every day at iF – how to strategize, plan, implement, and manage through transformations. No entity is immune to change, be it for better or for worse. We look to regeneration as a powerful movement that will equip iF, and the world, to ameliorate deep-seated damages. You can listen to our CEO, Michael Dix, in conversation on these topics with Rob Bernard here .
Over the past few quarters, we’ve achieved significant changes and growth milestones. Attaining B Corp status earlier in the year was an integral part of our ongoing commitment to positive work and regeneration. Additionally, we’ve sharpened our mission and vision and coupled that with a new video to demonstrate the sentiment behind what we believe.
New growth isn’t limited to our mindset, either; we’re hiring more iFsters who will help to bolster the foundation of iF, taking care to integrate equity considerations throughout. Our building has opened its doors after renovations, a flood, and repairs. The space will be used for collaborative work and future events with clients and community members. These changes improve the health and adaptability of our business for the future.
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Sustainability = Stability, Regeneration = Resilience
Fear of failure is present in every business. But there’s a better way to bolster your business against unforeseen obstacles. Sustainability is a piece of the puzzle, but the true answer is regeneration. Like the willow branch that bends, but doesn’t break, a regenerative mindset requires thoughtful introspection into business practices and operations, waste management, hiring practices, office culture, and more. While nothing is truly future-proof, regeneration is the best tool we have for hopeful proceeding in this unsteady world.
All these elements add up to a model that will keep iF running and innovating for years to come so we can continue to aspire to our vision to turn good intentions into positive impact. Regeneration is a concept many businesses are just beginning to explore – and we’re boldly planting a stake in the ground. We encourage you to join us, whether it’s diving deeper into regenerative practices for your organizations, or simply learning more about regeneration.
Happenings
Other things we’re working on include:
The new Senior Advisors program is off to a strong start with opportunities identified for co-publishing, market analysis, and future projects.
Alison presented a possible solution for bias in AI tools at Seattle’s Museum of History and Industry. Watch the recording here .
An iF team led by Jeff worked with a Fortune 50 client to explore AI’s role in scientific research and recommend investment and partner opportunities it should pursue globally.
Senior Innovation Advisor to iF Jessica Groopman co-authored a new book called 'The Fast Future Blur.' This one-of-a-kind book explores the six major interconnections shaping the future of business and society. From AI to leadership, regeneration to the future of work, and far beyond, this book is a critical resource for leaders of the future. Get your copy here .
Read, Watch, and Listen
iFsters shared what they’ve been reading, watching, and listening to lately that inspired them and helped them learn something new.
Debi Blizard, Principal, Social Impact – "How People Are Really Using GenAI " by Marc Zao-Sanders
Tools that are powered by generative AI abound, but how are people actually engaging with them? This article summarizes the author's deep dive into the world of chat forums and identifies real use cases that show how people are utilizing genAI day-to-day.
Jeff Lindstrom, Senior Strategist, Digital Strategy & Innovation – "A Plan Is Not a Strategy " from Harvard Business Review
This video offers an interesting and quick overview of the importance of strategy (as opposed to planning), and how design plays an important role in business thinking. Simply put, plans and planning should not be confused with strategy, and are not intended to position an organization to succeed relative to their competitors.
Lila Zuckermann, Marketing Coordinator – “We Need to Retire the Term ‘Microaggressions ’” by Ruchika Tulshyan
This piece clearly describes how the term “microaggressions” does little to encompass the full extent of how harmful they are. Tulshyan offers a path forward towards reducing exclusionary and bias-driven behavior.
Work & Insights
Thank You
To our clients, former and current; our fans; our colleagues; and our friends, we thank you for your continued support. Reach out to us anytime at info@intentionalfutures.com .