Regenerative Behaviour: The New Frontier for Marketing Strategy and Societal Renewal

Abstract

This technical note positions regenerative behaviour as a transformative paradigm that extends beyond traditional sustainability by emphasising restoration, reciprocity, and systemic interconnectedness. It argues that existing sustainability approaches are insufficient to address escalating ecological and social challenges, and calls for a shift toward regenerative practices that actively rebuild ecosystems and societal trust. Regenerative behaviour is conceptualised as a holistic, values-driven approach rooted in gratitude, ethical consciousness, and relational thinking, requiring a transition from individualistic "I" to collective "we" mindsets. Within marketing, this paradigm redefines the role of firms from transactional value creators to societal renewal facilitators. The note highlights key strategic imperatives, including enabling regenerative consumption, embedding purpose and gratitude into design, adopting lifecycle thinking in product innovation, and fostering authentic, transparent communication. It emphasises the emergence of the regenerative consumer, while acknowledging the intention–action gap and the need for firms to simplify sustainable choices. Furthermore, the note advocates for participatory engagement, positioning consumers as co-creators in regenerative systems. It outlines guiding principles and policy recommendations for businesses and governments to institutionalise regenerative marketing practices. Ultimately, marketing is framed as a powerful catalyst for cultural transformation, capable of aligning economic activity with ecological restoration and long-term societal well-being.