Marketing is broadly defined as a set of activities aimed at identifying and fulfilling customer needs, with the goal of generating profit. However, as business practices evolve to suit the changes in our society, nature and planet at large, it is time to rethink traditional marketing and move towards a concept of regeneration.
The Evolution of Marketing
The marketing concept, as we know it today, began to take shape in the late 19th – early 20th centuries. At that time, demand generally exceeded supply, and consumers were eager to purchase almost anything that was available. However, this dynamic shifted with the rise of mass production. As manufacturing capabilities grew, supply began to surpass demand, ushering in what became known as the sales orientation. During this period, salespeople focused on convincing consumers to buy the products that companies had already produced, sometimes creating artificial needs in the process.
In the second half of 20th century, consumers increasingly grew conscious of their needs and wants. This shift required marketers to invest more time in understanding consumer pain points and developing ways to deliver exceptional value for money. Several transformative events occurred during this period, including the rise of the modern environmental movement, the discovery of the Antarctic ozone hole and the advent of internet and mobile technology. Consumers now had a platform to express their opinions, and they weren’t afraid to use it. Marketing strategies had to evolve not only to meet consumer needs and create a sense of value but also to make consumers feel good about their choices being environmentally responsible. The core of business philosophy began to emphasize reducing harm, a stance that soon evolved into a more ambitious goal of achieving climate neutrality. This marked the beginning of the era of sustainable marketing. This meant that marketing needed not only to understand the needs of consumers and create a sense of value (for money), it also had to make consumers feel good about their choices being green and environmentally friendly.
In the early 21st century, the most forward-thinking marketing textbooks began to include a chapter — usually the final one — on ethics and sustainability. However, this addition often felt like a form of greenwashing. While sustainability was included in the agenda, it remained more of a passive side note, a box to be ticked in order to appear modern or progressive. This era marked the emergence of a central paradox in marketing: on one hand, the goal was still to drive sales and generate profits; on the other, there was a growing need to reduce the negative impact on the planet, curb consumerism, and minimize waste. Balancing these conflicting demands was a significant challenge, but an essential one.
Regenerative Marketing
But time does not stand still, and once again, it’s time to rebrand marketing as we enter a new era — one that demands more than just climate neutrality. As our planet calls for restoration and recovery, marketing must evolve to become regenerative, actively contributing to the healing of our environment. This is the time for regenerative marketing to emerge, not as a side note, but as a core philosophy that guides organizations, societies, and individuals alike.
We define regenerative marketing as a business philosophy and practice aimed at meeting the needs of stakeholders—including people, nature, and society—by fostering regenerative production, leadership, and management through impactful partnerships with communities and the environment. No longer is the goal the abstract requirement to make profit, instead the goal is for all stakeholders to survive, thrive and evolve.
Regenerative marketing goes beyond sustainability as it aims to take active steps towards recovery, regeneration and healing of environment and society for the greater good of our planet and humanity in general. As such, making profit becomes a secondary goal (not absent) thereby placing regeneration at the heart of a business activity.
The concept of regenerative thinking is not entirely new. In such fields as agriculture, nature conservation and tourism, it has been around for several years. For instance, in engineering, regenerative design focuses on helping human and living systems not only survive but also co-develop and thrive. Recent article published in Sustainable Production and Consumption, suggests that regenerative business models aim to achieve planetary health and societal wellbeing. The authors argue that these models encompass not only environmental and animal rights but also concepts such as purpose, regenerative leadership, and even spirituality. The broader goal is to foster a deeper connection between human beings and nature.
In a field of business, there is already a B Corporations movement (B Corps for short). Such certified companies aim “to meet high standards of social and environmental performance, transparency and accountability”.. “to benefit all people, communities, and the planet.”
But such movements as regeneration and B Corporations are not without the obvious challenges. For regenerative marketing one of the biggest such challenges is establishing a shared understanding and finding common ground among diverse societal stakeholders. As Rob Hopkins, author of From What is to What If, puts it, we need to create the imagination infrastructure. However, marketing, unlike many industries, is well placed to do this, having enable generations to imagine new futures with services and products the purchaser has yet to encounter.
Conclusion
The future of regenerative marketing is clear: it is the only way forward, should we want our planet to thrive for future generations. It’s time for universities to take an active stance and drive this societal change in promoting, teaching and advocating for regenerative practices. Our hope is that business schools will lead on the conversation on regenerative business strategies and regenerative marketing.
Authors: Dr Rushana Khusainova and Prof. James Norman