You could be forgiven for thinking that this is a new doughnut based product launch, but i’m actually talking about a new form of economics that as a company we’re trying to implement – Doughnut Economics.
So what is Doughnut Economics?
Well to really get to grips with the Doughnut you will need to read Oxford Economist Kate Raworth’s ground breaking book – Doughnut Economics. But if you don’t quite have the time for that you can watch Kate’s excellent TED talk below…
Those that have followed our sustainability journey will have seen me mention Doughnut Economics before in my thoughts on the way our future economy needs to evolve away from a pure growth focus.
So when Kate announced earlier this year that they were looking for volunteers to take part in the new Doughnut Economics Action lab and participate in a community that would share and use new tools and stories to try and shape a different way of viewing economics – I enthusiastically signed up!
The first story i’ve shared and used the new University of Leads country comparison tool for is the story of Madagsacan Cashew Chocolate. I won’t repeat the story here as you can read it on the Doughnut Economics Action Lab website by clicking on the green link.
The image above may look more familiar if you have watched Kate’s Doughnut economics talk. It is a comparison between the economies of the UK and Madagascar in terms of the Doughnut.
The inner ring of the Doughnut describes Social thresholds of Life satisfaction health, nutrition, income, access to energy, education, social support etc. The less red in the inner circle the closer a country is to achieving social goals – the things that we all aspire to so we can thrive.
The outer ring of the doughnut represents Biophysical boundaries – CO2 emissions, Nitrogen run off, Ecological and Material footprints – the safe operating boundaries of our planet that we must stay inside to keep this planet we all rely upon in a sustainable state.
The ideal is to evolve our economies to obtain equilibrium within the doughnut. So we can all thrive and live meaningful lives without harming the planet we and future generations rely on for life.
I’ve used the University of Leeds country comparison tool to generate the comparison between the UK and Madagascar.
Through the story of Vegan Cashew-milc chocolate in Madagascar viewed through the lens of the Doughnut I hope to not only tell a positive story of success, but illustrate how the way our ingredients are sourced matters in this connected world.
I encourage everyone to visit the Doughnut Economics Action Lab and join the community to build a new sustainable economic future away from the sole focus of GDP that has so captivated us this past century yet is so unfit for the 21st.