NATIVA: Writing a New Economic Narrative

Our current economic systems are extractive, and the focus on profit can stifle purpose. To enact systems change we need to imagine the “unthinkable” and embrace new, purpose-driven models that generate shared value for the benefit of all.

We spoke with Eric Ezechieli, Co-Founder of NATIVA, about how this company is connecting legacy leaders and accelerating the transition to a regenerative paradigm in Italy and globally.

What inspired you to start advocating for the Wellbeing Economy?

I grew up in the middle of the Italian Alps, and this has allowed me to live immersed in nature, experiencing the Oneness that connects humans and natural systems. When I was about 15, I felt that something did not work in our way of living, but I could not focus on what that was until I read The Limits to Growth, commissioned by the Club of Rome and published by MIT in 1972. Those pages, authored by Donella H. Meadows, Dennis L. Meadows, Jørgen Randers, William W. Behrens III, and a team of researchers, made me realize that the human species and an economic system of pursuing unlimited growth could not have a future on a finite planet.

Later, during my university studies in business and economics, I realized that, according to the dominant economic model, the purpose of a business is to create value for the shareholders, without proper consideration for other stakeholders, such as employees, the community in which the company operates, and nature. As a consequence, the unsustainability crisis can only get worse and worse: a systematic and exponentially accelerating decline in biocapacity and trust between people. 

In 2010, Paolo Di Cesare and I merged our competencies and our strong desire to make change happen, leading to the creation of NATIVA in 2012. 

Our company exists to accelerate the transition from an extractive economic paradigm to a regenerative one, wherein businesses are capable of generating greater economic, social, and environmental value than what they take to operate and make a profit. This vision closely aligns with that of the Wellbeing Economy. 

Today, we are a team of 70 individuals, and we take pride in supporting some of the most significant Italian and international companies in radically evolving their models.

What do you consider to be your biggest success as an advocate and professional in this space? Can you share any stories of the impact your work has had that have surprised you?

When Paolo and I founded NATIVA, it seemed obvious to us to write within our Articles of Association that the purpose of our company was to generate a positive impact on society and on people, as well as the creation of profit. This ambition turned into a surprising discovery: our intention was not acceptable within the Italian legal system, since it did encompass a purpose other than the generation of profit. After being rejected four times, NATIVA’s bylaws were finally accepted by the Italian Business Register, with its original corporate purpose. This experience triggered our resolve to change the law.

The Articles of Association of NATIVA were actually an adaptation of the Model Benefit Corporation Legislation (MBCL), which, at the time, existed only in six US states. A Benefit Corporation considers the creation of value for stakeholders in its bylaws. This governance structure requires managers to balance the interests of shareholders with the interests of society and the environment. This shift lays solid foundations for embarking on the journey toward sustainability because shareholders assign a broader mandate to the management. 

Through our efforts and the collaboration with a team led by the Italian senator Mauro Del Barba, since 2016, the legislation recognizing Benefit Corporations (known as Società Benefit) has been introduced in Italy, which became the first sovereign state to recognize this legal status. 

It’s fantastic to see that globally there are over 20,000 Benefit Corporations, 3,200 of which are in Italy. If “Società Benefit” were a single company, it would be the largest in the country, counting almost 200,000 employees. Benefit Corporations are distributed across 38 states in the United States and various countries including Italy, Colombia, Puerto Rico, Canada, Ecuador, Peru, Rwanda, Spain, and Panama, and some of the most well-known B Corps include Patagonia, Ben & Jerry’s, Kickstarter, Ferrarelle, illycaffè, and Nespresso Italy. 

How do you feel that shifting to a Wellbeing Economy will help make the world better?

Wellbeing and regeneration should be the only purpose of most human activities. The contrary sounds suspicious; how could anyone make a profit at the cost of social and natural systems? We will eventually evolve toward an “Economy of Care” in which people and businesses are rewarded the most when they take care of people and nature. Imagine a future when business, one of the most powerful forces on Earth — capable of changing landscapes, influencing the lives of millions, and altering the climate — starts using all its power to generate shared value for the benefit of all: communities, workers, the planet, and shareholders. This will change the course of capitalism and history.

What are some of the challenges you typically face in advocating for the Wellbeing Economy?

To shift to a Wellbeing Economy we need to create a new “mythology” to replace the prevailing old one, which eventually creates death instead of life and therefore could be labelled as “extinctionist.” There are now millions of individuals and business leaders worldwide who sense the urgency to take action. For us, these people have a name: legacy leaders. They have decided to embrace an extreme, new way of doing business, inspired by the awareness and a clear understanding of the role they want to play in creating the future. 

Another exciting challenge for us is to find them, empower them to unleash the full potential of their businesses, and connect them with each other through activities and initiatives that can multiply positive impact.

Are there any upcoming initiatives or projects related to your work/the Wellbeing Economy you’d like to share?

In Italy in June 2022, we launched CO2alition, an initiative involving a group of companies committed to climate neutrality. Today, it involves 89 Italian companies with a total turnover exceeding €30 billion and more than 40,000 employees. Its aim is to push beyond a pledge of climate neutrality and generate a “system action” using the tools of stakeholder governance. The companies that are part of CO2alition include climate neutrality in their Articles of Association. As such, they will have to publicly report year on year the progress they make in the implementation of such contributions. In this decisive moment of history, we firmly believe that this will create a framework to collectively achieve a single objective. Therefore, today we are seeking partners who are willing to promote this initiative beyond Italy, within their respective nations. Many discussions are underway.

What can people do to help spread the word about or take action toward transitioning to the Wellbeing Economy? How can they support your mission?

A change of mindset is the main prerequisite for system change. In order to accelerate in this direction, we must guarantee every human being the freedom and the cultural tools to imagine what today is regarded as “unthinkable” — unthinkable due to the sole fact that no one has imagined it before. When we reflect on a new model, a new project, a new product, or when we make a choice, in business or our private lives, it will be essential to combine freedom with awareness and learn to exceed the limits, including the cultural ones, that we have decided to impose upon ourselves, freeing us from the myths that could compromise our future and that of coming generations. This is the way. As NATIVA’s saying goes, “Embrace Radicality and Evolution Will Flow.”

This story was featured in the Make The World Better Magazine: