We live in a world run by profiteers: the rush to make money destroys people and planet with equal disregard. But how would the world look if all businesses existed to promote wellbeing in all its forms? How could we make this work? Re-imagining our relationship to profit with Dr Jennifer Hinton of Lund University, Sweden.

Dr. Jennifer Hinton is a systems researcher and activist in the field of sustainable economy. Her work focuses on how societies relate to profit and how this relationship affects global sustainability challenges. Her relationship-to-profit theory uses systems thinking and institutional economics to explain how key aspects of business and markets drive social and ecological sustainability outcomes. She started developing this theory in the book How on Earth, which outlines a conceptual model of a not-for-profit market economy – the Not-for-Profit World model. She holds a double PhD in Economics and Sustainability Science. As an activist, she collaborates with civil society organizations, businesses, and policy makers to transform the economy so that it can work for everyone within the ecological limits of the planet. She is a researcher at Lund University and a senior research fellow at the Schumacher Institute.

In this episode, we explore the natuer of the various Growth vs Degrowth/postgrowth paradigms and how the shift to not-for-profit businesses worldwide could signal a shift to the end of profiteering and a change in the focus of humanity. If we're not simply driving for more profit for shareholders and bigger bonuses for the C-suite, then what can we be for? Can businesses pivot to a world where they actually exist to further the welfare of people and planet? What would that look like and how would it work?

This is one of the keys to a flourishing future. If businesses continue to push for sales growth/profits growth at all costs, then we're finished. If they can begin to turn the extraordinary creativity that has seen their profits soar, to something worthwhile…then anything is possible.

Envisioning a not for profit future: Paper https://nonprofitquarterly.org/envisioning-a-not-for-profit-world-for-a-sustainable-future/
Jennifer on LinkedIn: https://www.linkedin.com/in/jennifer-hinton-758a544/
Paper: Fit for Purpose: https://journals.librarypublishing.arizona.edu/jpe/article/id/2231/
Paper: A Not for Profit Economy for a Regenerative Sustainable World: https://www.researchgate.net/publication/359043036_A_Not-For-Profit_Economy_for_a_Regenerative_Sustainable_World
Paper: Five Key Dimensions of Post Growth Business: Putting the Pieces Together: https://www.researchgate.net/publication/351610225_Five_Key_Dimensions_of_Post-Growth_Business_Putting_the_Pieces_Together
Paper: Relationship to Profit A Theory of Business Markets and Profit for Social Ecological Economics https://www.researchgate.net/publication/348742711_Relationship-to-Profit_A_Theory_of_Business_Markets_and_Profit_for_Social_Ecological_Economics
Glas Cymru: https://corporate.dwrcymru.com/en/about-us/company-structure/glas-cymru
BRAC: http://www.brac.net
Myuma: https://www.linkedin.com/company/the-myuma-group/about/
Book: How on Earth: Flourishing in a Not for Profit World: https://arxiv.org/abs/1902.01398
Jennifer on Twitter: @Hintojen
Tim Jackson Prosperity without Growth: https://timjackson.org.uk/ecological-economics/pwg/
Patagonia going Not For Profit: https://www.theguardian.com/us-news/2022/sep/14/patagonias-billionaire-owner-gives-away-company-to-fight-climate-crisis-yvon-chouinard

Planet, not Profit: Envisioning a genuinely sustainable future in a not-for-profit world with Jennifer Hinton