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Cover image of the J. Walter Thompson Intelligence ‘Trend Report’ on ‘The New Sustainability: Regeneration’ (2018)

‘Regeneration’ hits the mainstream, but what about the deeper practice?

Refelctions on J.W. Thompson’s Trend Report and the dawn of the Century of Regeneration

A couple of days ago, Anna Pollock, who is currently engaged in a deep inquiry into what ‘regenerative tourism’ might look like, sent Michelle Holliday, Giles Hutchins and me a message alerting us to a recent ‘trend report’ on regeneration by a major marketing and communications firm.

Weaving deeper meaning on the band wagon

Building a movement needs ‘band wagons’. As more folks jump on, there is initially a loss in depth of meaning of a framework as people begin to use the language while they are still in the process of developing a better understanding of the deeper significance of associate practice. At that stage the guiding ideas are gaining breadth-of-reach while trading off depth-of-meaning, significance and practice.

“The future of sustainability is regeneration: replenishing and restoring what we have lost and building economies and communities that thrive, while allowing the planet to thrive too.”

— from ‘The New Sustainability: Regeneration’ Trend Report by J. Walter Thompson Intelligence

In the seed of the ‘regeneration’ meme lies the potential for the redesign of the human impact on Earth. Regenerative development and practice offers the creative promise for all of us to collaborate in co-creating a world that works for all.

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Source: J. Walter Thompson Intelligence ‘Trend Report’ on ‘The New Sustainability: Regeneration’ (2018)

Principles of good business (from page 26–28 of the report):

  1. Be regenerative
  2. Start on the inside
  3. Take a systemic approach
  4. Think symbiotically
  5. Take inspiration from Nature
  6. Start small — it’s a journey
  7. Think long term
  8. Bring the whole business along

Catalysing transformative innovation, cultural co-creation, whole systems design, and bioregional regeneration. Author of Designing Regenerative Cultures

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