Marketing, as we’ve known it, is no longer enough. In an age of climate crisis, conscious consumers, AI and digital overload, the old playbooks of persuasion, performance, and profit- maximization are showing their cracks. We need a new paradigm — one that doesn’t just sell products, but contributes to people, planet, and the collective good. I call this Regenerative Marketing.
This pillar is born from my lived experience leading global brands and marketing organizations — from Unilever to Beko — where I was accountable not just for growth, but for building meaning and trust across 150+ markets. I’ve seen how marketing can shape behavior at scale, but I’ve also seen how it can exhaust ecosystems, erode trust, and flatten culture. Regenerative marketing is my response to that — a shift from extraction to contribution, from campaigns to communities, from short-term spikes to long-term impact.
This is not about adding a sustainability message to a glossy ad. It’s about designing marketing systems that give back more than they take. It’s about storytelling that heals rather than manipulates. It’s about activating purpose in ways that are commercially smart and societally necessary. It’s about metrics that value relationships, wellbeing, and legacy — not just clicks and conversions.
I bring the lens of a global CMO, a brand strategist, a board advisor, and a futurist to this conversation. I speak to companies who want to future-proof their marketing. I advise founders and scale-ups who want to bake regeneration into their DNA. And I inspire marketers — from junior creatives to senior executives — to rediscover their role as stewards of culture, not just sellers of stuff.
Regenerative marketing is not a trend. It’s a necessity. It invites us to ask: What are we putting into the world — and what does the world need from us now?