From Sustainable to Regenerative

Quite often we talk about sustainability as if it’s a niche way of living. To be sustainable is something that small select group of people do if and when they have the time and ‘real life’ doesn’t get in the way. About 15 years ago I found myself feeling a bit disenchanted with the term, seeing it slapped on any corporate governance document as lip service to nature with a resentful attitude a kin to a parking fine or unwanted tax bill.

Then I had a eureka moment when I was introduced to Permaculture and ecological design. These words may not be familiar to you but in essence these movements aimed to wrestle the sentiment of sustainability back from the ‘stooges’ and into a new and more vigorous movement of people aiming to create true partnership with nature. I have heard this best described by Bill Clintons former climate advisor and the founder of the cradle2cradle movement, Malcom McDonagh. He put the difference between sustainable and the emerging term ‘regenerative’ as “ If you were asked how your relationship with your significant other is and you reply ‘its perfectly sustainable’, people would probably question your relationship.”  Sustainable feels oddly lacking when phrased like this. So why then, when we talk about our relationship with the natural world do we seem ok with this disaffected term, sustainable?

Regenerative to me however implies dynamic and vibrant. It better describes both the joy and the mess of the natural world and our place in it. It’s more complex undoubtedly, you are dealing with a world that likes adaptation and systemic shifts but ultimately you are engaged and connected to nature in a way that is real. You are “a part of it not apart from it” as Sir Tim Smit puts it. Your actions are both impacted by and influencing the world around you.

Regeneration then is about working alongside basic natural principles, informed by science but led by your heart. A wonderful neuroscientist, Dr Ian McGilchrist, even supposes that this relationship with the world is formed in our brains. In his brilliant RSA animated lecture (https://www.ted.com/talks/iain_mcgilchrist_the_divided_brain) he provides a distinction between left and right hemispheres and the importance of not allowing the left side to dominate the right. He depicts a world that western eyes view through a brain dominated by the left brain that seeks order and control but ultimately is devoid of life. Where as in many other cultures the right side is set free allowing for both a holistic approach and the untidiness of life. Ultimately we have to find ways to engage  with the world that allow for us to feel as well as think about nature.

 At ånd my primary focus when creating fragrances is to bring those elements together. Finding ways to connect to nature through scent, through creative artistry and skill that is backed by science and technical rigour. In choosing the communities and suppliers that we do, we aim to put the financial benefit back with the people whose outlook and culture support ecosystems and sets an example for us all in how to work with the natural world -fostering a fruitful and thriving relationship with it.  When you wear one of our fragrances I hope that you feel bridged through them and equally get a sense of fun, and optimism that we can truly unstink the world one small step at a time. Happy Earth Day!