“Regenerative” vs Actually Regenerating

How a reality-based approach highlights the difference

A scene from a promotional video on the “regenerative” practices in Danone’s supply chain. Hint: this is not actually regenerating much as far as I can tell.

Business is masterful at messaging. Public affairs crews create simple, repeatable, easily understood soundbites. This is often a good thing. Life is complicated — we need help with complexity! But it is a problem when it means elements of complexity are cherry-picked — motivated by profit — to influence…