Moving Past Sustainable: The Regenerative Marketing Revolution

by | Jan 14, 2025 | Uncategorized

A new year brings new opportunities, and we’re optimistic that 2025 will be the turning point where regenerative marketing truly takes centre stage. In a world where ‘sustainable’ is no longer enough, regenerative marketing is the next frontier—restoring, replenishing, and giving back. While still emerging, this approach is gaining momentum, and by 2026, we anticipate it could set the new benchmark for the industry. Will your brand be among the pioneers moving beyond sustainability to lead this transformative shift?

Regenerative vs. Sustainable – What’s the Difference?

Some readers might be reading the title and wondering: What on earth does regenerative mean? Others (hopefully not our long-term followers!) may still be a little shaky on the definition of sustainable! So, before we delve in, let’s establish the two:

Sustainable means maintainable. To be sustainable is to maintain the environment around you (for example, a sustainable New Year’s resolution is one that you can realistically keep up beyond January!) To regenerate is to replace or restore the environment around you. It’s often defined as “to grow again”.

Without trying to give away the conclusion of this article, ‘regenerative’ one-ups ‘sustainable’. Not only does it do as little harm as possible, it gives back, aiming to improve ecosystems, enrich communities and build up economies.

A great analogy for sustainable vs regenerative is the bank account analogy. If you were being sustainable, you would stop withdrawing more than you deposit into your bank account, keeping the balance steady over time. You’re not going into debt, but you’re not growing wealth either. However , if you were being regenerative, you would actively invest your money, generating interest and growing your balance over time. Instead of just avoiding debt, you’re creating surplus value that can benefit you and others in the future.

 

A Deeper Dive into Regenerative Marketing

While sustainable marketing is rightly praised, at 4Change, we like to think of it as the bare minimum. In an ideal world, every brand would be aiming to reach its goals while causing as little harm to the world around them as possible. Unfortunately, the reality is quite the opposite and this has resulted in a commercial society that pinpoints “Reaching net zero!” and “Becoming carbon neutral!” as the ultimate end goal but, in our minds, these milestones are just the beginning.

Regenerative marketing, at its core, has no glass ceiling. It goes beyond “sustainability” and is about healing, restoring and contributing. It’s about brands engaging in regenerative practices across their entire operation, from production to communication. Not only does it focus on reducing the negative impact, it focuses on creating a positive impact.

 

How Are Brands Adopting Regenerative Practices?

Though regenerative marketing is closely linked to a company’s overall sustainability goals, it’s important to distinguish it as its own impactful strategy! Regenerative marketing goes beyond aligning with a company’s sustainability goals; it actively contributes to societal and environmental restoration through innovative campaigns. This approach involves creating marketing strategies that not only promote products but also drive positive change. For example, PepsiCo has committed to converting 7 million acres of farmland to regenerative practices by 2030, aiming to transform its entire agricultural footprint. Another great example is Timberland collaborating with Terra Genesis International to develop the world’s first regenerative rubber supply system for footwear, enhancing both product sustainability and environmental health. By integrating these regenerative practices into their marketing narratives, these brands are showing their audiences that they are committed to giving back more than they take, building a deeper connection with consumers who value positive environmental impact.

That said, brands don’t have to wait until they’ve achieved net zero or completely transformed their business model to start practising regenerative marketing. While it’s certainly a challenging shift, many companies may already be implementing regenerative strategies without even realising it! For instance, if your brand has ever made an effort to give back to the community or support a social cause in a meaningful way, you’re already on the right track! The trick is to look at your marketing practices through the lens of “giving more than you take”, not only in the impact of your campaign but in the communication of your brands’ values!

 

Life Cycle Assessments

Take the circular economy, for example (the economic system that’s closing the loop of product life cycles through reuse, repair, refurbishing, remanufacturing, and recycling—instead of the traditional linear model: take, make, dispose.) Brands like IKEA and Levi’s are starting to design products with lifecycles in mind, using recycled materials or ensuring that items can be reused or upcycled when their first life is over.

Then there’s community engagement. Ben & Jerry’s are the first to admit that they’re still on their journey to carbon neutrality but, in the meanwhile, they’re stepping up in other ways by actively supporting social justice movements and promoting equality.

Of course, when we think of the word “Regenerative” in a sustainability context, one thing that comes to mind is agriculture and biodiversity. Regenerative marketing goes hand-in-hand with regenerative agriculture, a very common strategy used in regenerative business models. Brands like Dr. Bronner’s, the Vegan & cruelty-free soap company have also committed to sourcing ingredients that support regenerative farming practices, which not only restore soil health but also foster ecosystems that are more resilient to climate change. From a marketing perspective, their dedication to regenerative practices builds brand loyalty, among other things. Customers know when they buy a bar of Dr. Bronner’s soap that it’s not only guilt-free from a sustainability perspective, but they’re actively giving back… in ten folds!

 

The Rise of Regenerative Marketing in 2025: What to Expect

With global uncertainty impacting the sustainability movement, 2025 is a key moment for regenerative marketing. While sustainability faces setbacks, forward-thinking brands can lead by giving back. Conscious consumers still demand transparency, scrutinising supply chains and practices. To thrive, companies must embed regeneration into every step—from sourcing to sales—and authentically share their impact.

Collaboration will also take center stage. As regenerative impact scales up, partnerships—like Adidas and Allbirds joining forces to create a low-carbon shoe—will inspire new possibilities. By working together rather than competing, brands can amplify their positive impact, even in uncertain times, proving that regeneration isn’t just an ideal but a practical path forward.

So, there you have it: The future of marketing! As we say bon voyage to 2024, regenerative marketing is set to shift from a niche trend to a core business strategy for many brands and we suggest you shift with it! Brands that go beyond sustainability to actively give back to the world around them will be the ones to lead the charge in creating lasting change. Ultimately, regenerative marketing isn’t just about what brands sell, it’s about the world they help to build.

 

References: 

Business Wire. (2021, April 27). Timberland expands regenerative leather offerings, sets out to build world’s first regenerative rubber supply system for footwear. Retrieved January 8, 2025, from https://www.businesswire.com/news/home/20210427005098/en/Timberland-Expands-Regenerative-Leather-Offerings-Sets-Out-to-Build-Worlds-First-Regenerative-Rubber-Supply-System-for-Footwear#:~:text=Timberland%20continues%20to%20lead%20the,with%20plans%20to%20pilot%20a.

Dr. Bronner’s. (n.d.). Regenerative organic agriculture. Retrieved January 8, 2025, from https://www.drbronner.com/blogs/our-community/regenerative-organic-agriculture-.

Levi Strauss & Co. (n.d.). Circular economy. Retrieved January 8, 2025, from https://www.levistrauss.com/sustainability-report/consumption/circular-economy/.

IKEA. (2024). Circular product design guide. Retrieved January 8, 2025, from https://www.ikea.com/global/en/images/IKEA_Circular_product_design_guide_2024_0925_f56183ff98.pdf.

Ben & Jerry’s. (n.d.). Environment. Retrieved January 8, 2025, from https://www.benjerry.co.uk/values/environment#:~:text=Since%20then%2C%20we’ve%20learned,the%20land%3A%20regenerative%20organic%20agriculture