Moving Beyond Harm Reduction in Sustainability Practices

Updating Herman Daly's 3 simple rules for sustainability to a world in overshoot. Earlier this week the brilliant Marcus Feldthus shared a post about 3 simple rules for sustainability, written by the founding father of ecological economics, Herman Daly. However, these rules are no longer sufficient. We are living in a world that's already pushed past its limits. Six out of nine planetary "boundaries" have been crossed, meaning we can't just aim to "do no harm" anymore. Doing no harm in a system that's already harmful doesn't solve the problem. We can only achieve a truly sustainable, steady-state society through net positive, regenerative action deployed at a sufficient pace and scale, hand in hand with a necessary radical systems change. Therefore, I have tried to revise these three principles to better align with a world that has exceeded its social and ecological thresholds. Rule 1:  Original rule:  → For a renewable resource - soil, water, forest, fish - the sustainable rate of use can be no greater than the rate of regeneration of its source. New rule: Regenerate more than you consume: employ renewable resources in a manner that enhances their renewal rate. Example, implementing regenerative agriculture not only produces food but also increases soil fertility, sequesters carbon, and enhances biodiversity, leading to a net positive impact on the environment. Rule 2: Original rule:  → For a nonrenewable resource - fossil fuel, high-grade mineral ores, fossil groundwater - the sustainable rate of use can be no greater than the rate at which a renewable resource, used sustainability, can be substituted for it. New rule: Replace and enhance: Use non-renewables only as long as they are used to ensure the replacement of product or services that increase negative pressures on social and planetary boundaries Example: utilizing fossil fuel energy is permissible solely for the development and expansion of renewable energy infrastructure, like wind or solar power installations, provided that it results in a net reduction of fossil fuel dependence. Rule 3: Original rule:  → For a pollutant, the sustainable rate of emission can be no greater than the rate at which that pollutant can be recycled, absorbed, or rendered harmless in its sink.   New rule: Replace & transform pollutants into resources: Replace and convert pollutants into beneficial inputs for ecological or social systems. Example: organic packaging materials, instead of ending up in landfills, are processed into compost. This compost then serves as a natural fertilizer, enriching soil fertility and supporting the growth of healthier crops, thus closing the loop in a sustainable cycle.   This is not a critique of the amazing Herman Daly, but it's an attempt to explore and reshape how terms from thinkers like him can be applied in today's climate emergency conditions, where merely avoiding damage falls short of restoring climate equilibrium and rejuvenating ecosystems.

Most businesses still define "sustainability" as reducing harm—using less, emitting less, wasting less. It’s definitely a start, and there’s nothing bad about that, but I think we’re seeing signs that we can go beyond. You may have read about regenerative agriculture and seen the marketing statements on your milk and sugar at the grocery store. But this idea goes beyond the farm to ‘regenerative business’ as a whole. Where enterprise isn’t just aiming to be ‘less bad’ but rather a net positive — connecting ecosystem restoration, resilience, social and economic development to business outcomes. No matter the vertical or industry, there are now opportunities and models being tested to see regeneration in action. Consider: In manufacturing: Companies are beginning to adopt regenerative design in their supply chains. Many examples now exist of products that don’t just reduce carbon emissions but rather remove them resulting in carbon-negative outputs. Case in point ▶️ Aquafil Group https://www.aquafil.com/ In finance: Regenerative investing goes beyond ESG screening to direct capital toward enterprises that build local economic resilience and long-term environmental health. Not just short-term yield. It’s value creation that compounds across generations. Case in point ▶️ Triodos Bank https://www.triodos.co.uk/ In tech: Innovators are deploying next-gen energy systems that store renewable power, operate off-grid or benefit grid stability, and scale modularly to meet demand—turning data centers into active participants in a cleaner energy future. Case in point ▶️ Exowatt https://lnkd.in/edJ7rWYK In corporate strategy: Businesses can turn their brand and product into enhanced models that recycle capital into system health. This might be through diverse areas like manufacturing processes, regenerative ag, empowering women, or the decarbonization of supply chains—not as CSR, but ultimately benefiting the planet and the bottom line. Case in point ▶️ VEJA https://lnkd.in/ekRNFXzP I think we’re increasingly seeing that these are not side hustles and I’m looking forward to more examples in 2025 showing that the ‘design logic’ of enterprise can be truly reoriented to create more value for every stakeholder. I’d love to hear any examples of regenerative business that you find innovative and inspiring.

Aligning Business Models with a Nature Positive Economy A recent report from the University of Cambridge Institute for Sustainability Leadership focuses on a shift that is already reshaping how companies think about risk, value, and growth. Nature loss is no longer only an environmental issue. It is directly linked to financial performance, supply chain stability, and long term competitiveness. The report explains that most companies are still operating within a model that separates sustainability from core business decisions. Many assess and disclose impacts. Some set targets. Fewer translate this into fundamental changes in how value is created. The transition required goes beyond improving practices. It requires rethinking business models. A nature positive approach means integrating ecological value into how companies operate and make decisions. This includes how products are designed, how supply chains are structured, and how revenue is generated. The objective is not only to reduce harm, but to contribute to the restoration of ecosystems while maintaining financial viability. There is a strong business case behind this shift. Nature related risks are becoming more visible across markets and regulations. At the same time, new opportunities are emerging in areas such as regenerative production, circular systems, and ecosystem services. Companies that move early are better positioned to manage risk and access these opportunities. The report also highlights why progress has been uneven. Data gaps make it difficult to measure impact and link it to financial outcomes. Many decisions are still driven by short term returns. Internal structures often limit the ability to implement cross functional change. These factors slow down the integration of nature into strategy. One important distinction is between improving business practices and transforming the business model itself. Many organizations are investing in sustainability initiatives, but these remain peripheral. Real change happens when nature is embedded into the core logic of the business and influences how value is defined and delivered. To support this transition, the report outlines different business model archetypes. These range from reducing environmental impact to enabling regenerative outcomes and reshaping value chains. Together, they show that this transition is already taking place in parts of the market, even if it is still early. It is a shift in how companies understand risk, opportunity, and value creation in an economy that depends on nature.

A new wave is emerging in hospitality: nature-based design. Hotels don’t just have an energy problem, they have a design problem. The solution is not about inventing something new, but rediscovering what our ancestors already knew. For thousands of years, buildings worked with nature instead of against it: 🌞 Following the sun to stay warm in winter 🌬️ Using natural ventilation to stay cool in summer 🌱 Building with local materials that breathe and last for centuries 💧 Harvesting rainwater and reusing it in daily life 🕯️ Maximizing daylight to reduce artificial light 🔇 Valuing silence, with thick walls and layouts that created calm This is a topic I’m passionate about and follow closely. Visionary architects and sustainability thinkers are pushing the idea even further: not just sustainable buildings, but autonomous ones, self-sufficient ecosystems that generate energy, recycle water, grow food, and integrate with nature. The implications for hotels are enormous. Imagine properties that don’t just minimize their footprint, but operate as living systems, producing resources instead of consuming them, while offering guests a healthier, more authentic experience. While fully autonomous hotels are still rare, we’re already seeing properties take important steps: minimizing footprints, producing part of their energy, integrating green infrastructure. Guest expectations are evolving. Hospitality that merely “reduces harm” is no longer enough, the next frontier is hospitality that regenerates. Some solutions are simple and universal. Rainwater harvesting, for example, can dramatically reduce water use while connecting guests with natural cycles. And there are pioneers pointing the way forward: 🌊 Eco-Floating Hotel (HAADS): a futuristic concept designed to rotate with ocean currents, generating energy, recycling water and integrating circular systems, showing how autonomy could extend offshore. 🌆 Parkroyal Collection Pickering (Singapore): an urban “hotel in a garden” with 15,000 m² of sky gardens, green walls, rainwater harvesting and bioclimatic design, proving that even dense cities can host buildings that function as living ecosystems. ❄️ Svart (Norway, Arctic Circle): designed to be completely off-grid and energy-positive, producing more energy than it consumes while operating as a circular ecosystem. Guests are noticing. Sustainability and wellness are no longer “extras”, they are expectations. At Surf Office, we see MICE groups increasingly prioritize hotels that optimize energy and water use and communicate it authentically. 💡 The opportunity is clear: hotels that embrace nature-based and autonomous design don’t just save resources, they create more meaningful, restorative guest experiences. 👉 Do you think autonomous hotels will become mainstream in hospitality, or remain the exception rather than the rule? 🌍 Beyond market trends, should this be optional, or a responsibility if we want to preserve our planet?

The global conversation on sustainable design is shifting. Net-zero is no longer the finish line. The new frontier is regenerative design. Net-zero asks: How can we reduce harm? Regenerative design asks: How can we actively give back? Workspaces are beginning to play a role far beyond energy savings. Imagine buildings that improve the air quality of their surroundings, recycle and restore more water than they consume or integrate biodiversity so campuses support ecosystems instead of displacing them. This approach flips the script. Instead of limiting damage, spaces become contributors to healthier environments and stronger communities. I believe regenerative design will define the next decade of global architecture. Leaders, developers, and designers who embrace it early will build legacies, not just offices. #regenerativedesign #sustainability #futureofwork #leadership

Most companies can tell you their carbon footprint. Fewer can tell you their handprint—the measurable positive impact they leave behind. For more than a decade, we’ve made Sustainable Project Management™ tools like the GPM P5™ Standard freely available so that leaders could move beyond pledges into practice. Yet too many strategies still stop at “less harm.” It’s time to change that. In my 👉 200th article👈 , “It’s Time to Count More Than Carbon: Growing the Business Handprint,” I argue that the real business advantage comes not just from shrinking what we take, but from growing what we give back—restored ecosystems, dignified jobs, resilient supply chains, and stronger communities. The tools are here. They’ve been free since 2012. What’s missing is the will to use them. 👉 https://lnkd.in/gEjTBTMa