Decisions have consequences
I remember one glorious spring day when I was a kid. Our garden was teeming with dragonflies. To see so many of them felt surreal and joyful. I caught one and placed it in a shoe box to admire it later. When I reopened the box, it had lost its iridescent hues. It was dead. This sobering moment taught me that decisions we make have consequences, a reminder that every choice we make shapes our world in ways we can't always foresee. We’ve all had that dragonfly moment.
Business as a force for good
In my thirties, despite enjoying a successful career, I felt a yearning for entrepreneurial pursuits driven by innovation and a desire to contribute positively to society. I firmly believe that businesses, with their capacity for innovation, can propel humanity forward and foster societal flourishing. However, the reality often falls short, with businesses operating on conflicting principles. If you want to run a social experiment, your best bet is to go for it alone. And I did.
I happen to love natural fibres. Nothing compares. Their rich histories, the craftsmanship and the unique textures make them ideal to create an elevated experience. I decided to launch a sustainable clothing brand and envisioned garments crafted from fine natural materials, reflecting both luxury and environmental consciousness, but breaking away from the more traditional cuts. Modern styles, sharp, elegant and sustainable.
Sustainability is complicated
You’d think a clear definition of sustainability exists. Think again. Despite diligent research, I found no definitive guide for running a business that aligns with our planet's ecological well-being. Instead, I turned to the ground-breaking work of scientists, particularly the planetary boundaries framework, which outlines the limits within which humanity can thrive without endangering Earth's systems. I have nothing but admiration for their dedication and the importance of their work. They deserve a lot more attention than they receive.
The planetary boundaries are, I would say, the safety manual telling us where we don’t want the dial to be on the gauge. We are not in the green anymore.
Benjamin Franklin once said, “You will observe with concern how long a useful truth may be known, and exist, before it is generally received and practiced on.” Yes, we are observing with concern indeed.
The situation is alarming. So what?
Understanding the dire consequences of our current trajectory, I felt compelled to take action. The urgency of addressing issues like atmospheric CO2 levels, biodiversity loss, and ocean pollution became increasingly apparent. The list goes on but don’t grieve over the state of the environment. Grieving over a dead dragonfly is no guarantee that others won’t follow. Deciding that they don’t belong in a shoe box offers more hope.
The core issue is we must actively change our decision-making processes, especially within the realm of business.
Toward a solution
Drawing inspiration from indigenous wisdom, which considers the impact of decisions 7 generations into the future, I embarked on a mission to create a sustainable business model grounded in ecological principles. After 2 years of study and collaboration, I developed the APres (Adaptive Planetary Resilience Exchange System) framework, aimed at guiding businesses toward absolute sustainability. I will share this model in due course on Natropy’s website, a business sustainability consultancy I founded. I will seek for it to be reviewed by peers and hopefully it can become a useful and humble contribution to a field that is cruelly lacking in thinking that bridges earth sciences and business.
Doing epic work
Armed with this knowledge and a deep commitment to environmental stewardship, I founded Wide Open World – a sustainable lifestyle clothing brand that embodies my vision. Partnering with farmers in Tasmania, renowned for their superfine merino wool, and conservation NGOs, we strive to preserve natural habitats while producing exquisite garments.
Wide Open World is more than just a brand; it's a testament to the power of conscious decision-making in business. Through our commitment to transparency and collaboration with scientists and ecologists, we seek to redefine the relationship between commerce and the environment.
As we journey toward restoring balance, I invite you to join us. Together, we can build a world we're proud to pass on to future generations – one stitch at a time.
This is why I created Wide Open World.
Help us spread the word.
Olivier Maréchal,
Founder.
