THE CONVERSATION - "The Regenerative Company: Just Another Greenwashing Attempt?"

The Transition Institute 1.5 is proud to share with you the article « L’entreprise régénératrice : vrai tournant RSE ou énième greenwashing ? » written by Benjamin COMBES, TTI.5 PhD candidate and representative of TTI.5 PhD candidates on the TTI.5 Monitoring Committee, published in the popular science magazine The Conversation.

This article is in French. Title translated into English: “The Regenerative Company: A Real Shift in CSR or Just Another Greenwashing Attempt?“.

« The idea for the article stems from the growing number of companies, including large corporations, that claim to follow a regenerative approach. The goal is to trace the history of the concept from its origins in the agricultural sector to its current use. As the concept has not yet been fully theorized in management sciences, it is prone to distortions or even greenwashing practices; therefore, it is important to provide definitions (which I attempt to do) and models to make it concrete at the organizational level », Benjamin COMBES

The Regenerative Company: A Real Shift in CSR or Just Another Greenwashing Attempt?

The article explores the concept of a “regenerative company,” which goes beyond sustainability by drawing inspiration from agricultural practices aimed at restoring soil health and extending this approach to various sectors, such as fashion and energy. However, without a formal framework, this term risks becoming a new form of greenwashing, where companies may claim a regenerative approach without genuine environmental commitment. The researchers point out that while this concept is appealing due to its positive and attractive nature, it requires rigorous implementation to avoid being just another marketing strategy rather than a real advancement in corporate social responsibility (CSR).

The Conversation

Launched in its French version in 2015, The Conversation is an independent media outlet that offers accessible articles on current events, written directly by members of the academic community and, more broadly, the world of research.