Regenerative Marketing builds upon the evolution from Sustainable Marketing (Belz & Peattie, 2009) to Impact Marketing and Regenerative Economics (Raworth, 2017; Fullerton, 2015). It moves beyond the goal of “doing less harm” toward “creating more good,” redefining marketing as a regenerative force capable of healing ecosystems, empowering communities, and cultivating collective well-being. This concept is grounded in the philosophical and managerial framework of Enlightened Management by Carboni-Kotler, where marketing becomes an act of generativity, guided by the P³ formula (People × Purpose × Planet = Prosperity). Regenerative Marketing aligns with systems thinking, biomimicry, and circular economy principles, positioning organizations as living systems within larger ecological and social networks.

Regenerative Marketing reimagines the role of marketing as a life-centered discipline, no longer limited to persuasion or profit generation, but devoted to the restoration and enhancement of the systems it touches.

It is founded on five key principles:

1. Purpose beyond profit – every marketing action contributes to the flourishing of people and the planet.

2. Circular value creation – designing products, messages, and relationships that recycle and regenerate resources.

3. Co-creation and participation – involving communities, customers, and impactholders in shaping solutions that generate shared value.

4. Transparency and trust – aligning communication with authentic, measurable impact.

5. Long-term prosperity – fostering resilience and systemic health rather than short-term gains.

In contrast to extractive marketing, which depletes attention, trust, and resources, regenerative marketing returns value to the ecosystem—cultural, human, and natural—creating a virtuous cycle of renewal.

In the context of Contemporary Marketing Management, it represents the highest stage of maturity: where marketing itself becomes regenerative, nurturing both markets and meaning.

Brands like Patagonia, Interface, and Dr. Bronner’s embody regenerative marketing by integrating environmental restoration and community development into their business models. For example, Patagonia’s “Don’t Buy This Jacket” campaign encouraged conscious consumption and reinvested profits in ecosystem protection, demonstrating that marketing can drive both profit and planetary regeneration.