Centres the well-being, dignity, and livelihoods of individuals and communities. This includes human rights, fair and safe working conditions, equitable wages, social justice, cultural preservation, and ensuring that communities not only have a seat at the table, but a meaningful voice in development and decision-making. The focus is on fostering inclusion, empowerment, and shared prosperity.

Honours the earth’s finite resources by moving from preservation to regeneration. Focusing on responsible stewardship of land, water, and air - restoring biodiversity, reducing pollution, mitigating climate impacts, and protecting fragile ecosystems. It encourages design and business decisions that actively replenish natural systems rather than deplete them.

Grounded in integrity, the ethical foundation that shapes how a business behaves, resolves, and evolves. It encompasses responsible governance, decision-making, and sourcing practices to uphold fairness, accountability, and respect across the entire value chain - from sourcing and procurement to operations, partnerships, and end-of-life practices. Emphasizing transparency, fair trade, and equitable economic participation, fostering organizational systems that value human dignity, safeguard ecosystems, and uphold long-term stewardship. A culture of respect, resilience, and responsibility that shapes how they create, collaborate, and contribute to the world.

Reimagines traditional linear systems by transitioning to regenerative, circular, and efficient models. This includes the processes, treatments, and transformations applied to materials; the systems underpinning business operations; and the decisions shaping manufacturing, logistics, and production flows. The goal is to reduce waste, optimize resources, enhance resilience, unlock new value streams, and cultivate innovation that benefits both planet and profitability.

Challenges conventional design by championing circularity, durability, repairability, and resource efficiency. It encourages the use of renewable materials, low-impact manufacturing, and responsible technologies that reduce the environmental burden at every stage—raw material, production, use, and end-of-life, while aiming for designs that contribute net-positive impact.

Examines the materials, systems, and strategies used to protect and present products. It prioritizes natural, regenerative, and non-toxic materials, lightweight, minimal designs, and closed-loop systems that enable recycling, reuse, and upcycling. The goal is to eliminate unnecessary waste, pollution, and dependence on synthetic and petroleum-based materials, improving both environmental impact and long-term economic value.