It all started with a TED talk, a talk by Kate Raworth about her theory of “the green doughnut” (https://youtu.be/Rhcrbcg8HBw). When I listened to it I thought that this was it! This is the way we have to view economics, this is what we have to opt for to make our economy become viable and ready for the century we live in. Her book Doughnut Economics became my bible when it comes to rethinking the way we consume and make business.
So back to the beginning, I want to give you a quick overview of what Kate Raworth is trying to transmit.
In order to change the way we consume and the way we do business we have to change our mindset. We have to stop viewing the economy as a circular flow between only households and businesses and start taking into account other actors such as the society and planet earth. And instead of targeting continuous economic growth we should opt for our economy to thrive within the “doughnut” sustaining our social foundation (guaranteeing 11 social boundaries for all) while not surpassing the ecological ceiling (9 planetary boundaries)