Business Starts with Nature

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Work with nature, or work against it. That is the fundamental choice underlying not only our treatment of the planet, but also the performance of our social and financial institutions. Are we so deep in the trap of consumerism that we can’t back out? Will we go down with a sinking ship? Perhaps the solution to our sustainability woes is not a technological miracle or political revolution, but rather a simple change in attitude.

Gwyn Jones certainly thinks so. Now the director of the Association of Sustainability Practitioners, Gwyn’s mission is to change your attitude towards sustainability. Bringing together his passions for community development, environmental awareness, and purpose-led business, he presents an alternative to the status quo that is both ambitious and rooted in practicality.

In this episode:

+ Why Gwyn left his high-power career in the computing industry, and how he re-discovered his life’s passion

+ How the circular economy model can replace consumerism, and actually help – rather than hurt – business

+ The important lessons can we take from nature, and how we can effectively apply them to social and economic issues.

+ How the old business model of maximizing profit is inherently unsustainable and fails to maximize true value for all shareholders

+ The idea of a multi-faceted sustainability that includes social and intellectual capital, as well as the natural environment.

+ Alternatives to charity: ways that businesses can give back real value to their communities

+ How to develop mindfulness and discover what is truly important through meditation and interacting with nature

+ Gwyn’s latest project, Growing Community, and its goal of helping children find their innate talents

“Find out what you love and nurture it. And set your business up so that it’s also nurturing it. Because why would you want your business to inadvertently be destroying the very things you care about?”Gwyn Jones
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