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Doughnut Design for Business Case Studies
A series of case studies that explore real-world businesses through the perspective of Doughnut Design for Business.
Overview
This tool presents a series of case studies that explore real-world businesses through the perspective of Doughnut Design for Business. Each case study focuses on the way regenerative and distributive approaches were enabled by innovations in the deep design of the business.
About the case studies
These case studies highlight aspects of real-world businesses that can be helpful in understanding the concept of regenerative and distributive enterprise design. They aim to showcase inspiring examples already embedded within existing businesses. Rather than certify or endorse any specific business - which Doughnut Economics Action Lab (DEAL) does not do - or provide a comprehensive evaluation of the entirety of these businesses, the case studies can be seen as a set of possibilities. We hope these case studies can inspire change-makers seeking to better understand and transform the deep design of businesses.
Collectively, the case studies present a diverse range of business types from different industries and contexts. DEAL has deliberately curated a broad set of case studies that are drawn from across the business world - from smaller and more place-based businesses to much larger global companies. They include examples of enterprise design in local cooperatives and social enterprises all the way to subsidiaries of much larger and global corporations. The common theme across all examples is a compelling approach being pursued that is enabled by unique features in the deep design of the business.
Why use it?
These case studies will help anyone using Doughnut Economics to engage with businesses. They provide real-world examples of how businesses can deploy regenerative and distributive approaches, which can be embodied in their strategies, practices and broader actions. Crucially, the case studies provide insights on the way the deep design of these enterprises has enabled them to pursue these approaches.
These case studies are particularly useful for people facilitating workshops with businesses using DEAL’s Doughnut Design for Business tools (e.g. the Core tool, or shorter Taster tool). They come with canvases that the facilitators can use in the workshops - as examples of the completed activities.
More broadly, the case studies also provide important insights on understanding the core background paper on these concepts titled: What Doughnut Economics Means for Business
Who is it for?
These case studies are for anyone hoping to understand or use Doughnut Economics in the context of business and investment. This includes:
- Facilitators of Doughnut Design for Business workshops (incl consultants, coaches, business networks, start-up incubators)
- Business founders, leaders and investors
- Lecturers, tutors and anyone involved in delivering business education
Links to the Case Studies
SELCO India: Creates energy access for under-served populations through tailored solutions.
Sharetribe: A marketplace software for entrepreneurs. Its business model focuses on democratising platform ownership.
Patagonia: A global outdoor clothing brand with revenues of $1.5b. In 2022, "Earth became its only shareholder".
Library of Things: A circular platform that enables communities, local governments and business to start and grow item sharing libraries.
SWaCH: SWaCH is a social enterprise of waste pickers, based in Pune, India.
Home.Earth: A European real estate company that aims to embed inclusivity, liveability and sustainability in urban development.
Inka Moss S.A.C.: Based in Junín, Peru, Inka Moss harvests, processes, packages and exports sphagnum moss (white moss).
Scott Bader: An employee owned chemicals manufacturer, with 800 employees across 8 manufacturing sites & 19 offices.
Cardamom: An off-grid eco-tourism venture in Cambodia founded as an NGO-corporation-investor partnership.
Vancity: A Canadian credit union. Founded in 1946, it serves 570,000 members.
AMA Water: A mineral water brand under Ambev, which is a Belgian-Brazilian multinational drink and brewing company.
Dewesoft: A Slovenian company that designs advanced hardware and software for testing and measurement equipment.
Guayaki Yerba Mate: An organic beverage company based in Sebastopol, California that produces & markets yerba mate-based products.
Maison Dandoy: Founded in 1829, Maison Dandoy bakes and retails fresh biscuits in Belgium.
DEAL will be publishing additional case studies of businesses using the same format as these listed above. All business related case studies that relate to Doughnut Economics will continue to focus on the role of enterprise design in unlocking ambitious strategies and actions. Please get in touch with DEAL if you would like to propose publishing a business case study.
Acknowledgements
The case studies were authored by individual experts who possess an understanding of the unique context in each case study. They worked closely with the businesses to write and finalise the case studies. Each of the businesses covered provided the core information, inputted on the draft of their case study and reviewed the final version. The case studies were written together with Erinch Sahan, DEAL’s Business & Enterprise Lead. The case studies were copy-edited by Renee Cullinan. The images and videos were provided by the companies.
DEAL would like to thank each of the authors, the copy-editor and the companies for their collaboration.
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Member
Marte Grevsgard
Oslo, Norway
I’m an independent fasilitator and process leader within Designdriven Innovation. I’m a trained service designer and leader and for the last 12 years I have been a part of building the design- and innovation agency, EGGS Design. I’m passionate about inner and outer sustainability and to be a part of a movement to make a positive change.
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Member
Jan Walter Parr
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Member
Tony Elkington
London
I head up Studio Elk, a design agency that helps product brands go beyond superficial sustainability.
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Member
Jennifer Lowe
Gilching, Kreis Starnberg, Bavaria, Germany
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Member
Lilian Marino
London, Greater London, England, United Kingdom
Bow - East London
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Member
Kyungmin Lee
Suji-gu, Yongin-si, Gyeonggi-do, South Korea
Co-Founder of Y-Donut (Yongin Doughnut Economics Coalition) and an active member of Neutinamu Makers and Supunro Cooperative at Neutinamu Library. PhD in Public Administration, Senior Researcher at the Institute of Governmental Studies at Korea University. Research focuses on integrating Doughnut Economics into grassroots policymaking to foster regenerative and redistributive communities.
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Member
Myriam Best
Zürich, Switzerland
Hello, I'm Myriam Best, welcome to my profile ! As a core team member of the Swiss Donut Economics Network, I am committed to making the doughnut a reality in Switzerland. My contribution focuses on advocacy, communication and consulting for public and private actors. A few words about my journey thus far ... The unfolding social, environmental and climate crises have led me to rethink my personal and professional aspirations. A slow and complex process, accelerated by motherhood in times of the gloomy outlook synthesised by the IPCC reports. 2022 was a pivotal year that took me back to university, 15 years after my first Master's degree! Guided by a burning need to dedicate my skills, time and energy to making the world a better, fairer and more livable place for all, I joined the Masters in Degrowth: Ecology, Economy and Politics at the Autonomous University of Barcelona. In doing so, I equipped myself with the best available knowledge on the causes of the social, environmental and climate crises, and delved into the discovery of post-growth economics and politics as a plausible way out of the polycrisis. More importantly, I joined an international network of committed change-makers! I am also a professional with 15 years of international corporate and client consulting experience in strategy, human resources, change management, digitalisation and organisational design. I have successfully led complex transformation programmes in international corporations and SMEs across a range of sectors. Former colleagues and clients praise my ability to make the complex accessible, to engage people of all backgrounds and to remain cool under pressure while keeping spirits high. Happy to be in touch! Areas of interest:
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Member
Jigme Namgyel
Thimphu
