The marketing discipline is undergoing a profound shift from the traditional sustainability paradigm-focused primarily on “doing less harm”-toward regenerative models that aim to actively restore and enhance ecological and social systems. This emerging perspective positions firms not as entities separate from nature but as embedded, interdependent components of living socio-ecological systems. As Reed (2007) argues, this transformation requires a move from a mechanistic mindset toward an ecological worldview grounded in co-evolution with nature. In this context, regenerative practice seeks not merely to conserve resources but to generate net positive impact, addressing the limitations of sustainability, which often slows degradation rather than reversing it. Regenerative business models therefore emphasize multi-stakeholder value creation, biodiversity enhancement, community well-being, and co-creative leadership with nature (Konietzko et al., 2023; Das & Bocken, 2024).

This paradigm also depends on shifts in consumer behavior. White et al.’s (2019) SHIFT framework and Reppmann et al.’s (2025) insights on psychological ownership demonstrate mechanisms that transform consumers from passive recipients into co-creators of regenerative value. At the systemic level, Abson et al. (2017) underscore the need to redesign system intent, while Khalil (2025) highlights the alignment of internal mindsets and external actions in driving genuine transformation. Ultimately, marketing evolves into an active agent shaping markets toward a regenerative and sustainable future.