Businesses can have a positive societal and environmental impact and create a viable business strategy. The role they play can help drive slower forms of consumption and break the consumerist style that leads to a wasteful society. Putting these ideas into action and experimenting with different models of sustainability is part of this process.
As part of her research, Professor Nancy Bocken, Professor in Sustainable Business at the Maastricht Sustainability Institute (MSI), focuses on business as a potential source for good in society and explores ways to break the ‘idea-action gap’ for sustainability.
Through her research, Nancy has developed different archetypes of sustainable business models and strategies for the circular economy: an economic system aimed at eliminating waste and the continual use of resources.
Circular X is part of a European Research Council project Nancy leads on, which explores how companies might experiment with new sustainable business models, for example, from selling a product to selling a service.