Rewilding and Business: Between Ecosystems and Economies- Carolin Sommerer
How Rewilding Initiatives and Businesses can learn from each other
In recent years, rewilding has become an important topic in conservation and regeneration efforts. The concept, which focuses on restoring natural ecosystems by reintroducing native species and promoting biodiversity, has seen significant progress in many parts of the world. At the same time, many businesses see the need to evolve in the face of multiple crises of our times. This two-part series explores the concept of rewilding. It also touches on how rewilding initiatives and businesses can learn from each other and how marketing and communication play a vital role in both.
This past summer, I spent a few weeks in the Spanish and French Pyrenees. In addition to the fantastic landscapes this mountain range has to offer, I learned a lot about rewilding efforts in the area. According to the not-for-profit foundation Rewilding Europe, rewilding is about, among other things, bringing back wildlife. They explain that “European wildlife species have strongly declined, even in our wildest areas. Some of them have even gone extinct, while they play a critically important ecological role. Rewilding works to restore lost species guilds by giving them space to thrive, by population enhancement, and by reintroducing key native species.”
One of the species that nearly went extinct in the Pyrenees is the brown bear. In the 1990s, only a few were left, but thanks to rewilding efforts, the population increased to around 76 bears in 2023. One of the teams dedicated to restoring a thriving brown bear population in the Pyrenees is the French organization Pays de l’Ours. This group works to educate the public about the brown bear and to foster a better understanding of the species.
Rewilding efforts are especially important in light of the worldwide loss of biodiversity. A recent UN report on biodiversity found that around one million animal and plant species are now threatened with extinction, many within decades — more than ever before in human history. This loss will have major impacts on humans: plants create the oxygen we breathe, and bees pollinate the crops we need for food. This is why biodiversity is part of the UN Sustainable Development Goals (SDGs). Goal 15 was created to “protect, restore, and promote sustainable use of terrestrial ecosystems, sustainably manage forests, combat desertification, and halt and reverse land degradation and halt biodiversity loss.” Rewilding initiatives are, therefore, a direct response to SDG 15. In the case of the Pyrenees, reintroducing large carnivores like the brown bear can help bring back and maintain balance at several levels of the ecosystem.
But rewilding is not only about large furry animals. In our backyards, creating conditions for bees and other insects to survive and thrive is another form of rewilding. While insects in our backyards are generally not considered dangerous (at least in Europe), the reintroduction of large carnivores like the brown bear can lead to challenges. Think about locals in the region or farmers keeping sheep in the mountains. They might see the brown bear as a threat that could pose a risk to humans or livestock.
At the start of something new — like, in our case, reintroducing brown bears in the Pyrenees — change is often perceived as negative by those impacted. Change Management, a well-known concept in the business world, can help rewilding initiatives tackle these challenges. The core of change management is the right communication at the right time. This means that if communication is crafted carefully, it can influence how the change is perceived and consequently support the cause, for example, rewilding initiatives.
In the next part of this series, we will explore how rewilding initiatives can leverage marketing strategies from the business world to change perceptions, raise funds, and engage communities effectively. We’ll also discuss how businesses can, in turn, learn from the authentic and purpose-driven communication strategies of rewilding organizations.
Led by conscious and regenerative principles, Carolin Sommerer brings a transformative approach to leadership, integrating sustainable thinking into every aspect of corporate strategy. Her strategic acumen, coupled with a commitment to long-term sustainability, positions her as a leader poised to bridge the gap between environmental consciousness and corporate objectives. Whether crafting innovative marketing campaigns, optimizing supply chain efficiencies, or providing strategic guidance at the executive level, Carolin prioritizes impact beyond the bottom line.
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