Across industries, more brands are stepping up to commit to regenerative practices, supercharging their sustainability goals.
Regeneration goes beyond doing less harm to the planet, aiming to reverse negative impacts by restoring and renewing resources—84% of global respondents believe that we need businesses to drive regeneration, or it will not happen, according to Wunderman Thompson Intelligence’s 2021 report “Regeneration Rising.” In response, brands across categories are pledging to become regenerative.
Looking to grow its farm-to-closet model, in September 2021 Californian sustainable fashion label Christy Dawn launched The Land Stewardship, a new program that focuses on regenerative agriculture. Via the initiative, customers can invest $200, helping to convert a plot of land from conventional cotton farming to farming using regenerative practices. When the cotton is harvested, they are reimbursed in store credit based on the yield of the cotton on the plot they invested in. Christy Dawn customers thus have a real stake in making the company truly regenerative.
Why Regenerative Brands is interesting?
Regenerative Brands
Brands are acknowledging that doing less harm to the planet is no longer enough. Regenerating the world’s resources and repairing the damage accrued over centuries is now the ultimate sustainability stretch goal.
Since I believe, global politics is no longer the driver in terms of creating a sustainable and planet-friendly future, globally acting enterprise should become, and many of them are even willing to. Let’s create something meaningful and talk professionally about it!
Ingo Zok
Client Service Director at Wunderman Thompson
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Over the past few years...
... Big Food has set the pace on regenerative farming, with multinationals Danone, Nestlé and General Mills all revealing plans to help some of their suppliers adopt regenerative techniques. In April 2021, PepsiCo announced an ambitious goal to scale such techniques across seven million acres of land—equal to its entire agricultural footprint—by 2030.
