Better Business Better Future, written by Elisabet Lagerstedt, will help you understand the sustainability revolution and decode the good practices of purpose-led sustainability trailblazers, such as Patagonia, Interface, Ørsted, Unilever, IKEA, and Oatly.

A great read for entrepreneurs, corporate business leaders, board members, and strategists aiming to integrating sustainability into the very core of their business, and accelerate the transformation to a Better Future.


Better Business Better Future




What do companies like Patagonia, Interface, IKEA, Unilever, Ørsted, and Oatly have in common? They represent what we call Better Business. 

Better Business is not an end destination but a bridge toward the more regenerative business practices that are evolving on the horizon.

In its essence, a Better Business can be described as a future-ready company with a long-term perspective - guided and inspired by its higher purpose. This helps the organisation create, deliver and capture value for its stakeholders. All while minimizing ecological and social costs, engaging its business ecosystem, and collaborating to change the world. 




The research for the book shows that Better Business trailblazers as Patagonia, Interface, Ørsted, Unilever, IKEA, and Oatly each have chosen their unique paths, but still have many things in common.


… have a long-term view and see business as usual as riskier than exploring new ways forward.

… show an interest in understanding the world around them and see the potential in contributing to the solutions of truly wicked problems.

… take proactive measures to co-create the future.

… proactively play on three systemic levels (their own organization, their business eco-system, and the world and society).

… have been through journeys of evolutionary change sparked by strategic insight, crisis, or even epiphanies – still, they continue to renew themselves over time.

… are guided by a higher purpose, which they have fully integrated into who they are and how they operate. Something that makes them highly attractive to talents.

… set high goals – or even Moonshots – and may even aspire to accomplish what others believe to be impossible.

… systematically work to improve their already solid foundations to further reduce their negative footprint.

… explore regenerative practices and meaningful innovation.

… apply transparent reporting practices and get rewarded by high ESG scores, which in turn attracts investor interest.

… work to challenge and support their industries and business eco-systems to elevate their practices.

… collaborate with others to change the world and society to the better.

Read more in: Better Business Better Future, by Elisabet Lagerstedt (2022), the founder and director of Future Navigators.