Centre for Sustainable Business Director calls for a Regenerative Economy
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Early last year, Professor Jo Meehan, Director of the Centre for Sustainable Business (CSB), delivered a thought-provoking lecture to the Country Managers of MAG45, a leading provider of integrated supply solutions specialising in high-tech machine building, medical equipment and Fast-moving Consumer Goods (FMCG) production.
In her presentation, Jo challenged traditional sustainability practices and urged for a shift towards a regenerative economy which prioritises restoring natural resources while also minimising waste through reuse, remanufacturing and recycling.
She identified 2035 as a critical tipping point for the planet’s ability to sustain economic growth, emphasising that minimising harm is no longer enough.
MAG45’s CEO, Bauke Zeinstra, has since reflected on the challenges Jo posed and shared the company’s response to this transformative call to action.
Reinforcing Jo’s appeal, he stated “We must now embrace a regenerative economy—one that actively restores and replenishes resources.”
MAG45 has already begun integrating regenerative practices into its operations, focusing on reuse, refurbishment, and renewable alternatives. Bauke highlighted three practical examples:
- Refurbished High-Tech Components, extending the life cycle of products like drills, reducing environmental impact while maintaining quality
- Innovative Packaging Solutions, replacing traditional cardboard with grass-based cartons that cut carbon footprints by 50%
- Biodegradable Options, introducing eco-friendly disposable gloves in industries like healthcare to reduce waste.
“Sustainability is a leadership mandate,” Bauke said, as MAG45 works towards its goal of achieving CO2 neutrality by 2030. The company is encouraging suppliers to innovate and helping clients in meeting their Environmental, Social and Governance (ESG) targets.
Bauke’s message is clear: “The future of manufacturing depends on the steps we take today. By embedding sustainability into your tail supply chain, you won’t just reduce harm—you’ll create lasting value.”
You can read Bauke Zeinstra’s original article on LinkedIn: Why We Must Move Beyond ‘Doing Less Harm’ to a Regenerative Economy.
About the Centre for Sustainable Business
The CSB is one of six Management School Research Centres and serves as a hub of actionable research insights, supporting businesses and policymakers in finding solutions to the climate emergency and social justice issues.
The Centre focuses on bridging the gap between academics and organisations, by translating research into accessible guidance and collaborating with businesses on research projects to help achieve their sustainability goals.