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An infinite economic growth based on materialism is impossible on our finite planet, therefore we need a new narrative, a system reset that disrupts our old ways. In these times of rapid growth, thinking about responsible businesses is both vital and urgent. On top of the use of labour, the natural capital is on everyone’s radar as the traditional development of our economy still relies heavily on the overuse of planetary resources. How can we adapt our economic growth to our environmental and social emergencies?