At DELIVER Europe 2024, Char Love, Global Director of Advocacy at Natura & Co, delivered a thought-provoking session on why the concept of sustainability is no longer sufficient. While sustainability has been a guiding principle for responsible business, the challenges we face today—climate change, biodiversity loss, and rising inequality—demand a shift towards regeneration. Drawing on the metaphor of sunflowers, which follow the sun while staying deeply rooted, Charl highlighted the need for businesses to balance optimism with a grounded approach rooted in science and urgent action.

Natura & Co, a Brazilian-based beauty company, has embraced regeneration as a core strategy. Their approach is built around three pillars: addressing the climate crisis and protecting the Amazon, defending human rights, and embracing circularity. The company has embedded these values into its business structure, becoming a certified B Corp and integrating regenerative principles into its sourcing and production models. One standout example is their work with the Ucuuba tree, which was once endangered due to deforestation. Instead of cutting down the trees, Natura & Co partnered with local Amazonian communities to harvest its seeds sustainably, ensuring both environmental preservation and economic empowerment.

Charl emphasised that true regeneration requires a systemic shift—one that prioritises not just minimising harm but actively repairing and restoring ecosystems, communities, and economies. This means businesses must move beyond compliance and carbon neutrality to actively contribute to a healthier planet. She introduced a four-part framework for regenerative business, developed in collaboration with Oxford University, which includes being climate-positive, nature-positive, socially-positive, and economically-positive. In essence, regeneration isn’t just about doing less harm—it’s about creating net-positive impact.

As the session drew to a close, Charl left the audience with an invitation: to embrace both science and poetry in this journey of change. Through poetry, she reminded us that the time for action is now. Sustainability alone will not solve the crises we face—regeneration must become the new standard. To truly change everything, we need everyone.