Businesses are moving beyond sustainability and adopting regeneration to create greater impact

Navi Radjou
1 min readJun 7, 2024


Sustainability is a great thing — but businesses are increasingly looking for ways to give back and regrow. That’s where regeneration comes in. Graphic: Navi Radjou

Sustainability is out, regeneration is in.

According to a 2019 survey by ReGenFriends, nearly 80% of US consumers prefer “regenerative” brands to “sustainable” brands.

Gen Y and Z consumers find the notion of “sustainability” too passive.

They want to buy from regenerative businesses that embody and practice the three noble qualities found in all living systems: renewal, restoration and growth.

Regeneration goes beyond sustainability by creating a deeper and wider socio-economic impact.

Sustainable brands strive to just do less harm to the planet.

Regenerative businesses go beyond sustainability and vie to do more good to society and the planet.

Specifically, regenerative firms seek to boost the health and vitality of people, places and the planet simultaneously in a synergistic manner.

In doing so, there is a growing body of evidence to suggest that regenerative businesses can achieve far better financial performance and impact than their sustainability-focused peers.

Read my World Economic Forum article to learn about triple regeneration and how you can beyond sustainability and revitalize people, places, and the planet altogether synergistically.



Navi Radjou

Indian-French-American Scholar in Frugal Innovation + Wise Leadership. TED Speaker. Based in France. Visit: